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Every published campaign landing page gets a row here. Check the register before briefing a new page.
Standing pages, the homepage, pricing, product and contact pages, live in the site pages register instead. They are not built for a campaign and do not retire when one ends. If you are about to change one, check there rather than here.
Two near-identical pages split the traffic between them, so both take twice as long to produce a reliable read and neither accumulates the performance history that would let you improve it. The register exists so that reuse is a lookup rather than a memory.
Pages are added at the end of the landing page process, with their owner and next review date. A page with no row will not be found by the next person building a campaign, who will brief a near-duplicate instead.

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The register

The first two rows are examples using Doughnut Labs, a SaaS company that sells disruptive Doughnut Technology. Delete them and fill in your own.

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Which page to use

Match on two things, in this order:
  1. The offer. A page built for a free trial will not work for a demo booking, whatever else it has in common.
  2. The customer profile. A page speaking to one profile’s objections usually reads as irrelevant to another.
If both match, use the existing page. If the offer matches but the profile does not, adapting the existing page is usually cheaper than building a new one, and keeps the performance history in one place. If neither matches, run the landing page process.

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Campaigns pointing at each page

Knowing what points at a page is what makes it safe to change.
Check this table before editing a live page. A page serving four campaigns will change the results of all four at once, and a change made for one campaign’s benefit can quietly damage the others. Where the page carries meaningful spend, treat the change as an experiment rather than an edit, and record the arms and the split in the experiment brief.The equivalent table for standing pages is in the site pages register.

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Reviewing a page

Every page carries a review date, in the same way an article does. A landing page is not finished when it ships. At review, check:
  • The offer is still current. An expired offer on a live page is the most common failure here.
  • The conversion action still fires, confirmed with a test submission.
  • The proof is still true: statistics current, testimonials still permitted, logos still customers.
  • The page still gets traffic. A page nothing points at should be retired or redirected rather than left to age.
  • Performance against the target recorded in the landing page brief.

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Retiring a page

When a page is retired, keep its row and mark it retired rather than deleting it. Record where the URL now redirects. A deleted row means the next person cannot tell whether a page existed and failed, or never existed at all, and those lead to different decisions.
Last modified on August 12, 2026