The landing or destination page is simply the page that an Internet marketer or business owner wishes visitors to arrive at first for a particular campaign. Whilst selling a product – imagine basketball trainers – it might be grossly inefficient to have those advertisements point links to the homepage of an online shoe store. Instead a direct link to the page with basketball trainers and the same offer as the advertisement being highlighted would make more sense.
Traffic to the landing page could originate from a number of sources but they will usually be driven by some form of advertising primarily. This will range from print ads with a web address or search phrase suggested (assuming the advertiser ranks top for that phrase) to e-mails, and viral marketing campaigns.
The objective of a landing or destination page will be to obtain a set action from the end user. In the case of the shoe store it would be for them to buy the shoes. For many other businesses obtaining sign-ups to mailing lists could be just as important for the landing page as any sales actually made immediately.