This. I wrote a whole book based on that premise, and as a practicing copywriter/landing page designer, reusing/remixing elements of a growing swipefile is a hu

This. I wrote a whole book based on that premise, and as a practicing copywriter/landing page designer, reusing/remixing elements of a growing swipefile is a huge part of a the workflow. Obviously, none of that replaces actual testing, and it's useful to be able to separate the two (idea generation / validation). If there was an official list of best practices that always works, things would be easier. It's important to note most products don't ever reach the stage where they can test and reach statistically significant conclusions. In that scenario, building landing pages by learning from the best is more about improving your messaging, your sales pitch, and so on, than about scientifically improving your conversion rate. But you must take things one step at a time.