Landing Page - Split Testing

[Spooled]

So for my "x" niche in which my targeted audience is needed to buy said product/plan.

I am making 2 seperate landing pages to split test for my PPC campaign but I have a few questions that keep pondering my mind.

Should I make both landing pages pretty similar but just have little tiny things different(Such as images/content), or should I make them both completely different?

As of now I went with making LP#1 and LP#2 completely different(different theme, images, style, approach) and was thinking after I launch the campaign lets say this:

Landing Page #1: The CTR from the landing page to the offer wasn't all that great nor did I get that many leads if any.

Landing Page #2: A ton of CTR from the LP to offer and I'm getting some nice leads.

Should I drop LP#1 and just split test the shit out of LP#2?

And instead of just split testing little things on LP#2 like images/content, would it be wise to just make a whole new LP (New theme, content, images, approach) and split test that vs LP#2 and see which does better?

Sorry for all the questions, I'm just really trying to atleast come out even on my first campaign that I plan on gathering tons of data and spending bunches of $$ on.

Thanks for anyone who chimes in, It is much appreciated I promise.

 

[swiftmoney]

Basically you need to split test every element individually.
Start with your main headline, then sub headline, then call to action (buy/get/join/signup etc).
It is a lot of work but the results can be dramatic. Video usually works very well in my experience.

Once you know what individual elements are contributing to a higher conversion rate you can look into combining them and testing the conversions on that landing page.

Test everything.