Creating buyer personas and conducting user research are important steps in understanding your audience and optimizing your digital assets for conversion. Here are some general steps to help you create buyer personas and conduct user research:

1. Identify your target audience: Start by identifying the key characteristics of your target audience, such as age, gender, location, occupation, interests, and behavior patterns.
2. Conduct surveys and interviews: Conduct surveys and interviews with your target audience to gather information about their needs, preferences, pain points, and behavior patterns. This can be done online, through social media, or in person.
3. Analyze website analytics: Use website analytics tools to analyze user behavior on your website, including page views, time spent on site, bounce rate, and conversion rates. This can provide insights into how users are interacting with your website and where they are dropping off.
4. Use heat maps: Heat maps are a visual representation of user behavior on your website, showing where users are clicking and how far they are scrolling. Use this information to optimize the placement of calls to action, images, and other design elements.
5. Create buyer personas: Based on the information you have gathered, create one or more buyer personas that represent the key characteristics of your target audience. These personas should include details such as age, gender, job title, goals, and pain points.
6. Use the information to optimize your digital assets: Use the information you have gathered to optimize your digital assets, including your website, landing pages, and marketing campaigns. This can include changes to design, messaging, and calls to action.

Remember that buyer personas and user research should be an ongoing process, and you should continue to gather feedback and optimize your digital assets based on the insights you gain. This will help you continually improve your conversion rates and better meet the needs of your target audience.