Services · Personas
A panel that
evaluates your pages and products
What does a persona panel do? It evaluates, before launch, whether a page, a piece of text, or a design choice works for the people you’re creating it for. The panel offers advice; you make the decision.
Updated: October 2, 2026
Why a panel instead of an opinion from your own team?
A personaPersona A detailed description of a typical customer, including their needs, questions, and concerns. is a fictional character that represents a real target audience. In the panelUsability Panel A group of testers, real or simulated, who evaluate your website for ease of use., each persona is an AI modelLanguage Model The computational engine behind an AI assistant that has learned how language works. with a defined profile of such a target audience. A panel typically consists of four personas, sometimes more, structured as described in the internet marketing plan.
Your team knows what the service is and will naturally take that into account. A persona, on the other hand, only reads what’s written and will lose interest at the first unanswered question. By comparing multiple personas side by side, you’ll see that the same text is sufficient for one but not for another—even before the page goes live. Each persona reads your page with their own specific question in mind—for example, what proof they need before reaching out.
How does the panel work?
For a new design, we consult personas even before anything is drawn, as outlined in the plan. The panel reviews what is created next: Is the evidence this person is looking for on the first page, and is the tone appropriate? Three guidelines ensure a fair assessment:
Votes are not averaged.
This makes it clear where a particular type of visitor drops off.
The variant that doesn’t finish last wins.
When one persona drops out, that carries more weight than the fact that two others find something else just a little more appealing.
Variants appear in varying order.
She viewsImpressions The number of times your site was displayed in search results. each persona in its own, predetermined order. This way, the positionPosition The location where your website appears in search results, for example, spot 3. of a variant has less influence on her assessment.
The recommendation is provided on a per-person basis, along with the reason.
Stock image. Four personas are reviewing a website design: one has criticism of the text, another of the color.
Here’s how the panel worked at an employment law firm
In August 2026, a panel of four personas—Mark, Sophie, Linda, and Thomas—evaluated the website of an employment law firm over the course of six rounds.
Four color options, one winner
August 2026, Round 4. The first choices varied. The last choices did too, but Mark and Linda both listed the same option at the bottom. Petrol wasn’t anyone’s last choice and became the first decision. It counts because you don’t look at who’s the most enthusiastic, but at who drops out.
You can read more about how to combine personas and choices in the methodology.
What data do you send to the panel, and what do you measure?
The panel evaluates what constitutes an opinion: clarityMicrosoft Clarity A free tool from Microsoft that shows how visitors use your website, featuring heatmaps and session recordings., credibility, the order of information, and the choice between two headlines. What can be measured isn’t submitted to the panel but is measured directly: contrastContrast How much a color differs from the background, and therefore how well something can be read., the size of buttons on a phone, load timeLoad time The time it takes for a page to become visible and usable., and links that work. A panel provides no insight into how quickly a page loads, and a measurement provides no insight into whether a text inspires trust.
What do you use a panel for?
✓Test anew service page before it goes live.
✓Compare different versionsof a headline, text, or design side by side and see which persona chooses which one.
✓Determinewhich questions a page should answer and in what order.
✓Make sure yourads and landing pagesLanding Page The page a visitor arrives at after clicking on a link or advertisement. are tailored to the same personas.
Frequently Asked Questions About the Persona Panel
Does a panel replace research with real customers?
No. The panelUsability Panel A group of testers, real or simulated, who evaluate your website for ease of use. tests choices that you would otherwise make based on gut feeling, and it precedes conversations with real customers and measurements.
Why are the judgments not averaged?
Because an average hides what you need to know. If three personasPersona A detailed description of a typical customer, including their needs, questions, and concerns. find a page clear and one does not, that one is your most important signal.
Where do I start?
With a scan of your current website.
What’s next?
Want to know which questions your pages are currently leaving unanswered? Have your website analyzed. Would you rather discuss first what a panel would evaluate for your target audience? Talk to us about it.
