What is a landing page?
Your landing page is any web page that a consumer can land on, but it's usually a standalone page that is used to facilitate conversions by informing the visitor exactly what the outcome of a click or sharing of information will be. In other words, the homepage of your store is general and provides access to any number of other pages, while a landing page eliminates the need for a visitor to peruse and makes the call-to-action front and center. If a customer is looking for a specific product, decreasing the number of intermediary steps that it takes them to get there will increase the likelihood of a conversion.
How to make a great landing page?
Think of a landing page as a snapshot or distillation of your full website. Give your visitor exactly what they are looking for right out of the gate. If they clicked on a banner add for a specific item, make sure the landing page for that banner add is the product page and not your homepage. This leads to the next suggestion: use more than one landing page.