In the world of online marketing, personalization is one of the essential keys to success. We’ve already talked about geopersonalization and using URL parameters for personalization. This time we’re taking a look at personalizing content based on visitor behavior, particularly new visitors versus returning visitors.

Approaches and strategies

New visitors to your website deserve a special greeting. They may be entering your digital world for the first time and may not yet know exactly what they are looking for. The key here is to provide them with a welcoming and informative experience that piques their interest and encourages them to explore further.

One approach to personalizing for new visitors could be to offer them a version of your content that gets to the heart of the most important information. This could be a summary of your products or services, an overview of your current offerings, or an introductory video introducing your company.

For returnees who are already familiar with your brand, a different personalization strategy is recommended. These visitors may have already visited certain pages or viewed certain products. Here you can further improve your experience by, for example, only offering a short, focused version depending on the product and general conditions; Depending on the product, it may also make sense to provide a particularly detailed version with deeper details.

For example, a medium version could contain more detailed product descriptions, customer reviews or case studies. A long-form version could include an in-depth guide, video tutorial, or interactive presentation that further immerses returnees in your brand.

However, there is no one-size-fits-all solution for personalization, in some cases it makes more sense to provide a lot of information first and then only the essential ones at the end, in other cases it is better to communicate rough information and brand/trust first and then to give a returnee all the details. Choosing the right strategy depends on several factors, including the type of website you have, the target audience and goals of your campaign, and the product or service.

Possible combinations of target groups vs. content/quantity:

New visitors: short version, returnees: medium version

Example 1: An e-commerce website for electronic products

• New visitors receive a brief overview of the latest products and special offers.
• Returners receive medium-sized product descriptions with technical specifications and customer reviews to support their purchasing decision.

Example 2: An online travel booking platform

• New visitors see a brief summary of the most popular travel destinations and current offers.
• Returnees receive medium-sized travel descriptions, hotel reviews and information about local activities to support their trip planning.

New visitors: medium version, returnees: long version

Example 1: An online teaching portal for programming languages

• New visitors receive a medium-level introduction to the various courses and learning resources available.
• Returning students receive a comprehensive course preview with lesson plans, sample code, and testimonials from previous participants to support their course selection.

Example 2: A financial advice platform

• New visitors receive a medium-sized overview of the various financial services and advisory services.
• Returnees receive a detailed description of the various investment strategies, financial products and comparison tables to support their financial decisions.

New visitors: long version, returnees: short version

Example 1: An online marketplace for handmade artwork

• New visitors receive a detailed introduction to the various craft categories, artist profiles and manufacturing techniques.
• Returners will see a quick summary of the latest artwork and special promotions to help make their purchase decision.

Example 2: A lifestyle blog with a focus on healthy eating

• New visitors receive a long version of a comprehensive guide to healthy eating, including nutrition tips, recipes and food advice.
• Returners will see a quick summary of the latest blog posts and trending topics in healthy eating to keep their interests up to date.

Success story “Credit Card”

Our case study involves a credit card that can be ordered directly online. For first-time visitors we present the essential information and a rather shorter page; for all returning visitors we offer a more detailed page with details of the conditions.

As a result, we achieved 12% uplift = additional sales, which is impressive for personalization based on this type of visitor!

Conclusion

Ultimately, personalization is about providing your visitors with a customized and relevant experience that speaks to their needs and interests. By understanding the differences between new visitors and returning visitors, you can effectively tailor your content and improve your engagement and conversion rates.

Do you need support and advice on which personalization is most efficient in your case? As experts with over 10 years in the field of personalization, we have the experience and knowledge to develop appropriate personalization concepts together with you.

Our software analyzes in just 200 milliseconds what the page needs to look like for each target group in order to provide an optimal experience. Contact us for an optimization analysis and a tailored offer to address your needs and target groups. We would be happy to help you increase your conversion rates and unlock the full potential of your website.