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Users should be the driving force behind your website. Yet, often times, companies fall short when it comes to delivering a successful message or experience. Why? Because their design and development team members do not have a shared understanding of who the users are.
Personas segment the different users coming to your site into groups with similar motivations, needs, behaviors, and preferences. They create a shared vision amongst your web team and help remove personal influences from the design and development process. When implemented correctly, personas can help with a variety of marketing and business goals and offer tangible results.