Also known as a welcome page, the landing page is where a visitor 'lands' to begin going through a campaign. The page can be versioned based on variables included in your data file.
For example, your data file may show that Joe Smith is a 60 year old husband that drives a Corvette. His landing page could include his first name, an image of an older man standing next to a sports car and a message pertinent to his demographic.
The data file may show that Jane Doe is a 30 year old wife with 2 children that drives an Explorer. Her landing page could include her first name, an image of a younger woman with kids inside an SUV and a message pertinent to her demographic.
The idea is for the visitor to ‘land’ on a page that is as targeted and personalized as possible because this drives a better response.