HomeResearch Articles Using B-to-B Personas to Optimize Web Conversion

Using B-to-B Personas to Optimize Web Conversion

  • Many b-to-b Web sites are offer-focused rather than buyer-centric, placing them at odds with empowered buyers' search for information that addresses their interests and needs
  • Marketers use personas to understand buyer characteristics and preferences when developing products, messaging and content, yet rarely apply this approach to Web properties
  • A persona-based Web conversion optimization strategy provides a live testbed for discovery, experimentation, validation and iteration of buyer personas
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