Welcome to the Q&A Forum

Hi there, Sorry this question has gone without more responses. I wanted to follow up. I agree with William that this is more of a usability / conversion question than SEO. In general, this is not an SEO issue although I would lean towards keeping pages' structures the same, with the same markup. I do not know if Google operates in a way in which it develops expectations of a page based on other pages' content / structure, but it could do, and in that case you'd want to keep things standard. From a usability point of view, keeping things standard can mean you can create expectations in your users, and you can also effectively test conversion improvements and A/B or multivariate test pages. This can be extremely profitable from a sales perspective.