On this page: Landing pages turn a click from an email, ad, or campaign into a dedicated web destination where customers opt in or out, manage their preferences, and share profile data — helping you grow consented audiences and capture the first-party data that powers personalization.
A landing page is a standalone web page that a user is directed to after clicking through from an email, a website, an ad, or any other digital location.
Journey Optimizer allows you to create and design landing pages to direct your users to online forms where they can opt in or opt out from receiving your communications or a specific service such as a newsletter.
When to use landing pages when-to-use
Use landing pages when you want to:
- Let customers opt in or opt out of marketing communications or a specific service or newsletter from a link in an email or campaign—including subscription lists for targeted services. Read more
- Collect consent before sending communications and send a confirmation email upon opt-in or opt-out. Read more
- Capture or update profile data using forms on Data Capture landing pages—for progressive profiling, preferences, registrations, and similar scenarios. Read more
- Publish a public landing page that anonymous visitors can open from a shared URL and use to submit data to a non-profile enabled dataset (Limited Availability). Read more
- Redirect users to a dedicated web form without building an external page outside of Journey Optimizer
- Build responsive landing pages using Journey Optimizer’s content design capabilities
How it works how-it-works
Before you start prerequisites
Before creating a landing page, complete these setup steps:
- Configure a subdomain — Set up a subdomain dedicated to hosting your landing pages. Learn more
- Create a landing page preset — A preset defines the subdomain and other settings applied to your landing pages. Learn more
- Create a subscription list (for subscription use cases) — Required if you want customers to subscribe to or unsubscribe from a specific service. Learn more
- Create a form (for data capture use cases) — Required when you want to embed a form on a Data Capture landing page and send submissions to Experience Platform. Learn more
Create the landing page create-lp
Creating and deploying a landing page follows this sequence:
- Create and configure your landing page — Select a preset, set up the primary page, and add any required subpages. Learn more
- Design the page — Build the page content and form using Journey Optimizer’s drag-and-drop editor. Learn more
- Test and publish your landing page — Preview the page, test form behavior, then publish to make it live. Learn more
- Link in a message or journey — Add the landing page URL to an email, campaign, or journey action so customers can reach it. Learn more
➡️ Learn more about configuring subscriptions and creating landing pages in this video
Data capture with landing pages data-capture-lp
Data Capture landing pages let you embed published forms so visitors can submit attributes that are written to your Adobe Experience Platform dataset through the streaming connection configured in your form preset. Learn how to create and embed forms in a landing page
You can use Data Capture landing pages in two ways:
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For known profiles: data capture through landing page forms is supported for existing profiles identified in Adobe Experience Platform. The landing page should be opened from a personalized link (for example from an email campaign) so the profile identity can be resolved when the page loads.
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For anonymous visitors: you can also publish a Data Capture landing page on a public URL to capture data from visitors who are not identified. In that case, Adobe strongly recommends using a non-profile enabled dataset, so that the data does not create or enrich any profile. Learn more about public landing pages
Use cases for known profiles data-capture-use-cases-known
Use cases for public landing pages data-capture-use-cases-public
How-to video video
The video below shows how to create a subscription list, set up landing pages to opt in to or opt out from a service, integrate the opt-in/opt-out option to a message and configure relevant journeys.
➡️ See it in practice: Explore landing page use cases for step-by-step examples covering subscription management, confirmation emails, and data capture scenarios.