# Classic landing pages, multivariate tests and reports

*Marketing Cloud Account Engagement Specialist Study Guide · Account Engagement Forms, Form Handlers and Landing Pages · Last updated November 3, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-account-engagement-specialist/forms-form-handlers-and-landing-pages/classic-landing-pages-multivariate-tests-and-reports*

How classic landing pages are built from stock or layout templates in the four-step wizard, what layout templates and content regions control, how multivariate tests split traffic and pick a top performer, and how to read landing page and multivariate test report metrics, including Engagement History for both page types.

- Certification: Salesforce Marketing Cloud Account Engagement Specialist
- Exam section: Account Engagement Forms, Form Handlers and Landing Pages
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-account-engagement-specialist

**Official exam objective:**

> Identify the capabilities, use cases and interpret reporting metrics for landing pages.

## What the exam expects

- Build a classic landing page from a stock or layout template, and know which wizard step holds the title, description, indexing, redirect and Page Options settings.
- Explain what layout templates and content regions control, and which code they don't support.
- Set up a multivariate test (who can, how traffic is weighted, how it ends) and read its conversion rate and top performer.
- Interpret landing page report metrics (views, unique views, submissions, errors, unique errors, clicks, conversions) and filter Engagement History by Source.

Key terms:
- **Classic landing page**: a page built with the HTML and WYSIWYG editors, available in the standalone app and the Lightning App.
- **Stock template**: a preformatted starting layout; not responsive.
- **Layout template**: HTML and CSS that formats classic landing pages, forms and site search results.
- **Content region**: a `pardot-region` element that marks part of a layout template as editable.
- **Multivariate test**: one link that shows prospects one of several weighted landing pages and reports the top performer.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Classic pages in the standalone app | Marketing section; enhanced pages are Lightning App only | [Classic Landing Pages](https://help.salesforce.com/s/articleView?id=mktg.pardot_classic_landing_page_parent.htm&type=5&language=en_US), [Landing Pages](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_parent.htm&type=5&language=en_US) |
| Stock templates | Not responsive | [Stock Template Page](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_create_page_with_stock_template.htm&type=5&language=en_US) |
| Title and description | Browser title bar; SEO meta description (Step 1) | [Stock Template Page](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_create_page_with_stock_template.htm&type=5&language=en_US) |
| Redirect after submit | Step 2: Select Form | [Stock Template Page](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_create_page_with_stock_template.htm&type=5&language=en_US) |
| Layout template code | No server-side scripting languages | [Layout Templates](https://help.salesforce.com/s/articleView?id=mktg.pardot_classic_landing_page_layout_parent.htm&type=5&language=en_US) |
| Required variable tags | `%%title%%`, `%%content%%`, `%%description%%` | [Create Layout Templates](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_create_layout.htm&type=5&language=en_US) |
| Content regions | `pardot-region` attribute; can't be nested | [Content Regions](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_content_regions.htm&type=5&language=en_US) |
| Create a multivariate test | Account Engagement Administrator role | [Test Landing Page Versions](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_multivariate.htm&type=5&language=en_US) |
| End a multivariate test | Delete it | [Test Landing Page Versions](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_multivariate.htm&type=5&language=en_US) |
| Multivariate views | Don't appear in landing page reports | [Report Statistics](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_landing_page_metrics.htm&type=5&language=en_US) |
| Top Performer | Page with the highest conversion rate | [Report Statistics](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_landing_page_metrics.htm&type=5&language=en_US) |

## Check yourself

- Why might a classic page still show its content after its archive date has passed?
- When you test a multivariate link yourself, how do you see a different version?
- What happens to the Layout tab when you import a responsive template into a layout template?
- Which attribute limits a content region to one editor type?

## Sources

- [Classic Landing Pages](https://help.salesforce.com/s/articleView?id=mktg.pardot_classic_landing_page_parent.htm&type=5&language=en_US)
- [Draw in Visitors with Account Engagement Landing Pages](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_parent.htm&type=5&language=en_US)
- [Create a Landing Page with a Stock Template](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_create_page_with_stock_template.htm&type=5&language=en_US)
- [Create a Landing Page Using a Layout Template](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_create_page_with_layout_template.htm&type=5&language=en_US)
- [Layout Templates for Landing Pages](https://help.salesforce.com/s/articleView?id=mktg.pardot_classic_landing_page_layout_parent.htm&type=5&language=en_US)
- [Create Layout Templates for Landing Pages](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_create_layout.htm&type=5&language=en_US)
- [Control Which Landing Page Content Users Can Change](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_content_regions.htm&type=5&language=en_US)
- [Test Landing Page Versions](https://help.salesforce.com/s/articleView?id=mktg.pardot_landing_pages_multivariate.htm&type=5&language=en_US)
- [Landing Page Reports](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_landing_page_parent.htm&type=5&language=en_US)
- [Landing Page Report Statistics](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_landing_page_metrics.htm&type=5&language=en_US)
- [Multivariate Test Reports](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_multivariate_test.htm&type=5&language=en_US)
- [Publish an Enhanced Landing Page](https://help.salesforce.com/s/articleView?id=mktg.pardot_lps_publish.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 15 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Account Engagement Specialist pack (USD $19): https://www.certifyforce.com/practice-exams