The need for individualization is in every single person. You can group each individual in buyer persona’s or another simple grouping system. But you still don’t know what drives every customer to visit your nice webshop and buy your products.
The base of your website is mostly missing the hit. As you can see above, we have statistics that proof our beliefs! It is not a religion, but it is the analytics are showing the real need for a new design.
We ask our clients, before we show them the results, to choose the group they think it is a winner. Most of our clients are wrong.
Our advise to you: Don’t trust your guts.