Personas · Leakdown Docs

A persona is one prospect: who they are, what they want, and how much they know when they arrive. How much they know is most of what makes them behave differently.

The three presets

The presets differ mostly in how much they know before they arrive.

Preset	Behaves like	Arrives knowing
`cold`	First visit, low tech comfort, skims, distrusts forms and jargon, low patience.	Nothing
`warm`	Comparing options, wants pricing and features, tolerates small friction.	The pitch from SITE.md
`hot`	Decided to buy, goes straight to signup, leaves only when blocked.	The pitch, the price and the signup path

zsh

leakdown your-site.com --persona cold,warm,hot --yes

Each persona also has a patience for verification email. Waiting too long is an in-character reason to leave.

Generated sets

The personas stage builds a set fitted to your product by default: core buyers, adjacent roles and people outside the target. They get one-word mythological names (Momus, Egeria, Felicitas) so a report never reads as quoting a real person.

leakdown your-site.com --stop personas

leakdown your-site.com --stop personas --count 5

leakdown your-site.com --plan

Your own personas

Answer a few questions, or write the YAML yourself. The most specific one wins when ids collide.

Where	Applies to
Built-in presets	Everywhere
`personas/*.yaml`	Every site
`runs/<site>/personas/*.yaml`	That site only

zsh

leakdown --new-persona "Procurement lead"   # asks scope, temperature, goal, traits
leakdown --list-personas

Weight toward real visitors

Drop analytics.json beside the brief and the next set leans toward what your dashboard says. Shares are fractions of 1. No file means fully synthetic, which is the default.

runs/<site>/analytics.json

{
  "exitPages": [{ "path": "/pricing", "share": 0.38 }, { "path": "/", "share": 0.31 }],
  "devices": { "mobile": 0.55, "desktop": 0.45 },
  "entry": ["google organic", "product hunt"],
  "note": "Most signups come through the docs, not the homepage."
}

Then rebuild

zsh

leakdown your-site.com --plan