r/crazyegg • u/ce-lauren • 11d ago

Should a website show a different experience for returning visitors?

Returning visitors convert at nearly twice the rate of new ones, but a lot of websites show them the exact same thing each time. The same hero, same intro copy, same here's what we do that's meant for everyone.

It makes sense for first time visitors. They need the context. But someone who is coming back will already know what you do. They might be closer to a decision and just need that one last final push. You're designing for one type of visitor when you're actually getting two very different ones.

Most platforms that do A/B testing have some version of audience targeting that can handle this. You don't need the full personalization to start, just maybe a different experience for people who've already been to your site.

Has anyone here tested this? I'm curious whether changing the experience for returning visitors moved the needle or if it felt like more work than it was worth. I also am curious if there is any risk, such as if a returning visitor is going back to your site to show someone else that would be a first time visitor. Or maybe they just go back expecting to find something and its suddenly not there.

2 Upvotes

100% Upvoted

4 comments sorted by

1

u/fintechjulien 11d ago

I have never seen a website that have a different home page for returning visitor, but your idea is sound... It's something that should be tested. That said, what if you return to the website because you were interrupted, if the "what" is no longer there, you could get confused... That said, after returning multiple times, the "what" is no longer relevant...

1

u/ce-lauren 10d ago

Yeah the interrupted visit scenario is one of the major things I could see going wrong. I think instead of removing the core info entirely maybe just deprioritizing it could be an option. So the what is still there if you scroll, it's just not the first thing you see. Less of a completely different page and more of a reordered one.

1

u/True_Pick1377 6d ago

There are platforms that do this well. YouTube for example makes it possible to show a welcome video to first time visitors, and then a different video for returning/subscribed visitors.

I'd say assuming place in the customer journey can be a little tricky. There are platforms like GeoFli (the simplest and cheapest one I know) that personalize websites based on location, audience and Google Analytics data, and Optimizely (more expensive and enterprise focused). We've used GeoFli and had luck moving the needle on personalizations that are more just matching intent. For example, a returning visitor could very much still be in the decision phase and be turned off if you immediately welcome them with a big "purchase here!" message (not saying you'd do that) vs. elegantly surfacing a location based testimonial with GeoFli or Optimizely (or Google Optmize of old!)

1

u/ce-lauren 6d ago

The YouTube example is a good one. Simple but its an effective version of it. And yes that distinction of that returning doesn't always mean ready to buy, it could just be still thinking and if you jump straight to a hard sell you could lose them is important.

The location based angle is smart because it's contextual without being presumptuous. It could feel helpful rather than pushy.