HomeResearch Articles Persona-Based Web Strategy: Key Success Factors

Persona-Based Web Strategy: Key Success Factors

  • To improve a Web site's ability to attract, engage and ultimately qualify buyers, organizations can use personas to guide the development of a narrative aligned to buyer needs and preferences
  • Before developing a persona-based Web strategy, organizations must develop a process to document and enhance buyer personas
  • The degree to which personas can or should support Web conversion optimization depends on organizational alignment, skills, processes, and the availability and integration of technology

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