Personalized Homepage for New vs Returning Visitors
Discover how personalizing homepages for different visitor types led to a remarkable +241.1% conversion rate increase. Explore the insights now!
Metric
Revenue per visitor (RPV)
Lift change
+621.9%
Control
Variation
IF we personalize the homepage experience based on visitor type with more educational content for new visitors and a quicker purchase path for returning visitors THEN the conversion rate will increase for both segments BECAUSE new users will find the answers they're looking for and returning visitors will have a faster path to checkout.
What We Changed
- Created an educational homepage layout for new visitors.
- Developed a sales-focused layout with CTAs for returning visitors.
- Highlighted product offers for repeat customers.
- Enhanced trust-building content for first-time visitors.
Detailed breakdown
Conversion Rate
+241.1%
Add-to-Cart Rate
+83.7%
Key Learnings
- We saw time on page increase for new customers, which is a strong sign they're engaging with more of the education, question-focused material.
- Returning customers found purchasing easier, and since that's what they came to do, the conversion rate jumped significantly
- Other tests and holiday promotions unfortunately got in the way of this test reaching significance.
- Recommendation: roll these changes out and look to run a second iteration of tests to further customize the experience for both visitor segments.
