[1] It is focused on those sources of traffic that someone clicks from such as display advertisements, keyword searching, email or social media links, and so on.
[2] Next, those clicked visitors can be segmented into different content and communication channels on basis of their needs and interests, so the navigation of the landing page is especially important for the final conversions.
Besides, the presentation of the landing page including the positions, layouts, images and interaction features also contributes to the final conversions.
For example, they distinguish themselves in their ability to supplement IP addresses with data from third-party sources, enabling marketing managers to view the name of the company visiting their website, their location, and the industry they are in.
Marketers might wish to use the information to detect if they are attracting their desired target audience to their landing pages, or to personalize the content based on the visitor’s language or location.