Docs/Landing pages
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Landing pages

Create, publish, and measure server-rendered landing pages with variants, lead capture forms, and attribution tracking.

Landing pages give you focused, publishable pages for campaigns, waitlists, and contact flows. Publish each page at a dedicated URL, tailor the experience with variants, and capture qualified leads with attribution data.

01When to use landing pages

Use a landing page when you need a focused experience for a specific audience or campaign instead of sending visitors to a general website. Landing pages are useful for:

  • Promoting a product, feature, event, or offer with a dedicated URL.
  • Testing different messages or calls to action with page variants.
  • Collecting waitlist, contact, or other lead information.
  • Measuring which campaign, source, or link brought a visitor to the page.
  • Sharing a fast-loading page that renders consistently for visitors and crawlers.

Keep the page focused on one goal. Use a clear call to action and only ask for the information you need to follow up.

02Core concepts

Published landing pages

A published landing page is the visitor-facing version of a page that is available at its dedicated URL. Publishing makes the page accessible outside your workspace so you can share it in campaigns, messages, and other channels.

Landing pages are rendered on the server, which helps visitors see the page quickly and gives shared links a complete page preview. Treat the published URL as the canonical destination for the campaign and test it before distributing it.

Variants

Variants let you present different versions of a landing page while keeping the same campaign goal. Change the headline, supporting copy, imagery, or call to action to compare experiences for different audiences or messages.

Use variants when you want to:

  • Test messaging without creating separate campaigns and URLs.
  • Personalize the page for an audience or acquisition channel.
  • Keep a consistent lead form and attribution setup across page versions.

Give every variant a clear purpose and change only the elements needed for the comparison. Review submissions and attribution by variant so you can identify which experience performs best.

Lead capture

Connect a lead form to a landing page to collect visitor details and permission to contact them. Use a form for a waitlist, contact request, registration, or another clearly defined follow-up action.

Choose fields that match the purpose of the page. At minimum, explain what happens after submission and provide a confirmation state so visitors know whether their information was received. Avoid treating a page visit as a lead; count a lead only after the visitor submits the form successfully.

Attribution tracking

Attribution tracking records the context around a landing-page visit or form submission. Use it to understand which campaign, channel, or link contributes leads.

Keep campaign naming consistent across links and channels. Review attribution alongside submission and variant results rather than relying on page views alone. This helps you distinguish traffic that reaches the page from traffic that produces useful follow-up opportunities.

03Configuration

Publishing and URLs

Configure the page content and its variants before publishing. Then:

  1. Select the variant or publishing configuration you want visitors to receive.
  2. Confirm the dedicated URL and check the page at that URL.
  3. Verify the headline, links, form, consent message, and confirmation behavior.
  4. Publish the page and use the published URL in your campaign.

Use one stable URL for a campaign when possible. If you need to change the experience, update the page or its variants instead of distributing several competing URLs. Unpublish a page when the campaign ends or when the offer is no longer available.

Configure the form to collect only the data required for the stated purpose. Label each field clearly and make any required fields obvious before submission.

Include consent language that explains how you will use the submitted information and how visitors can withdraw permission. Consent messaging can be targeted to the visitor’s region, so review the message shown to visitors in each region where you operate.

Before publishing, submit the form yourself and confirm that:

  • Required fields prevent incomplete submissions.
  • The consent message appears in the expected region.
  • The success or confirmation state is clear.
  • Attribution information remains associated with the submission.
  • The page works on both mobile and desktop screens.

04Best practices

  • Give each page one primary conversion goal.
  • Match the page headline to the message visitors saw before clicking.
  • Keep variants meaningfully different, but change a limited number of elements at a time.
  • Use a short form and explain why each requested field is needed.
  • Test the published URL, form submission, consent behavior, and confirmation state before launch.
  • Use consistent campaign names and attribution values across links.
  • Monitor submissions by variant and source, then retire variants that no longer serve the campaign.
  • Remove or unpublish pages for expired offers so visitors do not submit outdated requests.
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