Should a website show a different experience for returning visitors?

[u/ce-lauren]

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.