A persona is a description of one customer type, together with the angles you can use to sell to them. Saving personas to a project means you can reuse the same audience across several pages instead of letting it drift each time Atlas generates a new one. By the end of this you will have at least one saved persona you can pick up in any build.
In this article:
Where saved personas live
Saved personas belong to a project and live in its settings. Open the project dropdown above the dashboard table, select the gear next to the project (Project settings), and find Saved personas, below Customer research.
They are personas and angles saved from the angle wizard, plus any you write yourself. Reuse them when building pages so your avatar never drifts between tests.
Until you add one you will see No saved personas yet. Save one from the angle wizard, or add your own. Each saved persona shows its name, its number of angles, such as 3 angles, and its description. The list shows the first 3 personas. With more, Show all with the total, for example Show all (5), expands it and Show less collapses it again.
A project can hold up to 25 saved personas, and each persona up to 10 angles.
Adding a persona yourself
Select
Add persona, next to theSaved personasheading. The form opens in place of the list, titledAdd persona.Fill in
Persona name. Make it a description you will recognise later. The placeholder shows the level of specificity to aim for:The event-ready woman.Fill in
Descriptionif you want to. The placeholder asks the right questions:Who is this customer? What do they want, and what holds them back?Fill in the first angle's
Angle titleandHook. SelectAdd anglefor another, up to 10.Select
Add personaat the bottom of the form.
The Add persona button at the bottom stays unavailable until the persona has a name and every angle has both a title and a hook. Cancel closes the form without saving.
Atlas confirms with Persona saved. The persona is saved straight away and does not wait for the window's own Save. If saving fails, the reason shows under Persona name, for example Title has already been taken when another persona in the project has the same name, or You can save a maximum of 25 personas per project.
A persona you wrote yourself is marked Written by you, which distinguishes it from ones Atlas generated.
Saving one from the angle wizard
When you use Test a new angle and persona to build a page variation, Atlas generates personas and angles for you. If one of them is good, save it to the project so future pages can reuse it rather than starting again.
Saved personas from the wizard appear in the same list, without the Written by you badge.
💡 Save the persona behind any page that performs well. Six months later you will want to know exactly who that winning page was written for, and the page itself will not tell you.
Editing and deleting
Each persona has Edit and Delete.
Editing opens the same form in place of the list, titled Edit persona. Add angles with Add angle, remove one with Remove angle, then select Save. Remove angle is unavailable while the persona has only one angle.
Selecting Delete asks on the persona's own row, naming the persona, for example Delete Busy new parents from this project? Pages already built with it are unaffected., with Cancel and Delete.
ℹ️ That last part is the important bit. A persona is an input to generation, not a live link. Deleting one never changes a page that was already written from it.
Atlas confirms with Persona deleted, or shows Couldn't delete the persona. Please try again.
How personas and angles differ
They are easy to confuse and they do different jobs.
What it is | Example | |
Persona | Who you are talking to | People who work from home and are on their feet less than they used to be |
Angle | What you say to them | Comfort that lasts a nine-hour day, led with softness and breathability |
One persona usually supports several angles:
Each angle is a way this page can sell to the persona — a title plus the hook line
the copy leads with.
That relationship is what makes A/B thinking possible. Hold the persona steady and change the angle, and you learn which message works. Change both at once and you learn nothing.