Buyer persona report

With the Buyer persona report you can understand who your customers really are and how they make decisions by bringing together everything your website has learned about the people who end up converting. 

To access this report, click on your Analytics top tab, open Analytics Dashboard, and select Buyer persona.

What you can see in this report

The report is divided into three main sections: Conversion cycle, Buying modalities, and Buyer persona details. 

At the top, you can filter the date range you want to analyze. For this report, we recommend selecting a longer timeframe. Buyer personas are based on behavioral averages, and short periods may not be representative enough to give you an accurate picture of your typical converting user.

Conversion cycle

This section helps you understand whether your audience tends to convert quickly, needs multiple touches, or requires more guidance.

You’ll find:

• Time they take to convert: Shows the average time between a user’s first visit (when their fingerprint is created) and the moment they convert.
• Average visits before converting: Helps you understand how often users return before making a decision.
• Average number of interactions: Gives you a sense of how much engagement is needed per conversion.
• Time spent in each stage of the buying journey: The AI estimates how long customers stay in each part of the journey, so you can see where they slow down.

Buying modalities: how your customers make decisions

This section contains the Customer buying styles quadrant, which maps your average visitor based on two dimensions: whether they decide fast or slow, and whether they rely more on emotion or logic.

From there, the AI identifies the dominant buying style:

• Competitive: wants proof, comparisons, and evidence.

• Spontaneous: quick to decide and easily overwhelmed by detail.

• Methodical: analytical, thorough, and detail oriented.

• Humanistic: driven by empathy, trust, and real human stories.

This helps you shape your messaging in a way that actually resonates with the way your audience thinks.

Buyer persona

Inside this section, you’ll find a representation of your average customer, including:

• Their dominant buying style

• Their geographic location

• Whether they browse from corporate networks (especially valuable for B2B insights)

• The time of day when conversions peak

It’s a simple, visual way to understand who your customers are and under what conditions they engage with your site.

How to target: practical recommendations

This is one of the most actionable parts of the report, because here you’ll find tailored suggestions based on your visitors’ buying style, what works well, and what you should avoid.

For example, for spontaneous buyers you might see guidance like “avoid offering too many options or too much technical detail” while for the more competitive buyer you'll see advise such as "make it feel like the smart and easy choice".

You’ll also find clear do’s and don’ts to help you:

• Improve your marketing messaging

• Adjust your on-site micro experiences

• Communicate in a way that matches your audience’s decision style

These insights help you refine both your marketing tools and your Pathmonk experiences.

Compare periods: has your customer type changed?

You can also compare buyer behavior across different time periods. This is especially helpful when:

• You’ve updated your marketing strategy

• You’ve made changes to your website or Pathmonk experiences

• You’re targeting a new segment or region

With this comparison, you can quickly see if your customer base has shifted, if they’re deciding faster or slower, or if you’re attracting a different buyer type. That makes it easier to realign your strategy with the audience you want.

To do it simply click on "add comparison" in the top left side and a calendar will appear where you can select the period of time to compare.

How to use this report

Use the Buyer persona report to:

• Understand who your converting visitors are and how they behave.

• Identify the dominant buyer type influencing your revenue.

• Adjust your messaging, content, and CTAs to match how your visitors make decisions.

• Spot opportunities to personalize experiences for different buyer modality types.