User personas are fictional representations of target audience segments based on demographic, psychographic, and behavioral data. In web design, user personas serve as invaluable tools for understanding user needs, preferences, and pain points, guiding design decisions to align with user expectations effectively. By creating user personas, designers gain insights into users' goals, motivations, and browsing habits, allowing them to tailor the website's layout, content, and functionality to cater to specific user segments. This user-centric approach improves usability, enhances user satisfaction, and ultimately drives conversions by delivering a personalized and relevant web experience.