This is a fact, as you well know.
They ran an A/B test and saw a fourfold increase in conversions.
Their actions are as follows:
First, they did research on their current clientele.
We then divided these potential customers into four distinct personas.
3 Destroyed the slogan “these are our great products and services” prominently displayed on their website.
4. Redesigned content to meet the requirements of each persona I really should…
The return on investment for developing a buyer persona appears to be fourfold. 😉
Have you got one?
Source: https://www.davidmeermanscott.com/blog/2008/12/persona-focused-web-site-leads-to-4x-conversions-for-rightnow-technologies.html