To add personalization to your Landing Pages, you can use the Shortcode option available inside the editor.
Once you click on Shortcode, you hover over to select which list and which element to choose:
This will allow you to add List Shortcodes to your Landing Page text and personalize the experience for your recipients.
If you choose Last Name from a specific list, you will see your landing page like this:
Of course, [#LASTNAME#] will be replaced with the Last Name from the list chosen.
In order to better understand the Shortcode concept, click here.