In a backstage update on Lana's new push as a top star in the SmackDown Live Women's Division, it's being reported that the biggest reason why she's being placed in that spot is because WWE was looking for someone to play the role of the sexy female at the top of the division, which was supposed to be Eva Marie's role before she was suspended. When they started to push Eva, there were reports that they wanted to make her not only one of the top stars of the Women's Division, but one of the top stars on SmackDown Live between both the women and the men. It appears as though they will now be trying this with Lana since Eva Marie is pretty much finished with WWE at this point.
As has been previously reported, the added elements to Lana's character were heavily influenced by what WWE was hoping to do with Emma on the Raw brand as Emmalina, but because WWE officials didn't feel as though she could pull it off, it was given to Lana instead.
So Lana has basically been given the character that Emma was going to play on Raw but with the spot on the card that Eva Marie was going to have on SmackDown Live.