Landing Page Benefit & Results Section Tests: 3 Results, 21 Ideas

Why benefit and results sections matter on landing pages

Landing pages usually take cold ad traffic. Visitors need to see what they will get and how soon before they care how the product works, which is what the measured tests point to.

Measured results

Dave Diederen moved the week-by-week results timeline higher up a listicle landing page: +24.36% CVR, +26.72% RPV and +1.90% AOV.

Peter Christensen moved the 'How it works' section further down so higher-engagement sections sat higher: +16% CVR.

Kasper Dolk reports a 259.7% (2.5x) revenue increase with no extra ad spend from a long-form landing page in 8 sections: a header matched to the traffic source, a benefit-led 'why' section, a featured review, the offer, reviews, how it works and a comparison.

This is a whole new page, not a single section test, so the section effect cannot be separated.

A

→

B

+26.72% revenue per visitor

Moved the week-by-week results timeline higher up the listicle/landing page

Landing pageAdvertorials, listicles & presell pages@DaveDiederen

A

→

B

+16% conversion rate

Moved the 'How it works' section further down the page so higher-engagement sections sit higher

Landing pageBenefit, problem, how-it-works & results sections@peterac_

A

→

B

+259.7% revenue (2.5x), no extra marketing spend

Long-form LP flow: header, why, featured review, offer, reviews, how, comparison

Landing pageReviews & star ratings@kasper_dolk

Losing or flat tests

None of the three were reported as losses or flat.

With only three results and no shared losses, this is not enough to say benefit sections always help.

Untested ideas

Most of the 21 ideas come from Kasper Dolk and focus on the problem before the product:

• A Problem > Solution > Result section with before and after images, for supplements.
• An in-depth pain point section, and a section that proves the problem and what it costs in health, money or time.
• Educating on the root cause and a unique mechanism, so the product makes sense even to people who tried alternatives.
• A step-by-step roadmap section with icons and future pacing.
• Benefits grouped by outcome area, such as energy, skin and body, each with a review.
• A value stack listing discount, guarantee, shipping and a bonus before the offer price.

Milos suggests a problem-solving headline for a cat feeder, swapping 'Say hello to feline feeding comfort' for 'Say Goodbye to Vomiting!' with a before/after diagram.

Placement and design patterns that won

• Results and timelines placed early.
• Mechanism and how-it-works content placed later.
• A full flow that opens with a source-matched header and a benefit-led 'why' section.

Related tests elsewhere on the store

See the full benefit and results section collection, landing page layout tests, landing page headline tests and advertorial and listicle tests.