Personalization Series #3: New Visitors vs. Returning Visitors

In the world of online marketing, personalization is one of the essential keys to success. We've already covered geo-personalization and using URL parameters for personalization. This time, we take a look at personalizing content based on visitor behavior — specifically, new visitors compared to returning visitors.

Approaches and Strategies

New visitors to your website deserve a special welcome. They may be entering your digital world for the first time and might not yet know exactly what they're looking for. Here, it's important to offer them a welcoming, informative experience that sparks their interest and encourages them to keep exploring.

One approach to personalizing for new visitors is to offer them a version of your content that gets straight to the point with the most important information. This could be a summary of your products or services, an overview of your current offers, or an introductory video presenting your company.

For returning visitors who are already familiar with your brand, a different personalization strategy makes sense. These visitors may have already viewed certain pages or looked at specific products. Here, you can further enhance their experience by offering, depending on the product and context, a short, focused version — or, for other products, it may make more sense to provide an especially detailed version with deeper information.

A medium-length version, for example, could include more detailed product descriptions, customer reviews, or case studies. A long-form version could include a comprehensive guide, a video tutorial, or an interactive presentation that draws returning visitors deeper into your brand.

That said, there's no one-size-fits-all solution for personalization. In some cases, it makes more sense to deliver a lot of information up front and then narrow it down to the essentials near the close; in other cases, it's better to first communicate general information and build brand trust, then hand returning visitors all the details. The right strategy depends on several factors, including the nature of your website, your target audience, your campaign goals, and the specific product or service.

Possible Combinations of Audience vs. Content Length:

New Visitors: Short Version, Returning Visitors: Medium Version

Example 1: An e-commerce website for electronics

New visitors get a short overview of the latest products and special offers.

Returning visitors get medium-length product descriptions with technical specifications and customer reviews to support their purchase decision.

Example 2: An online travel booking platform

New visitors see a short summary of the most popular destinations and current deals.

Returning visitors get medium-length destination descriptions, hotel reviews, and information on local activities to support their trip planning.

New Visitors: Medium Version, Returning Visitors: Long Version

Example 1: An online learning platform for programming languages

New visitors get a medium-length introduction to the various courses and learning resources available.

Returning visitors get a comprehensive course preview with lesson plans, sample code, and testimonials from past participants to support their course selection.

Example 2: A financial advisory platform

New visitors get a medium-length overview of the various financial services and advisory offerings.

Returning visitors get a detailed breakdown of different investment strategies, financial products, and comparison tables to support their financial decisions.

New Visitors: Long Version, Returning Visitors: Short Version

Example 1: An online marketplace for handmade art

New visitors get a detailed introduction to the various craft categories, artist profiles, and production techniques.

Returning visitors see a short summary of the newest artworks and special promotions to make their purchase decision easier.

Example 2: A lifestyle blog focused on healthy eating

New visitors get a long-form, comprehensive guide to healthy eating, including nutrition tips, recipes, and food guidance.

Returning visitors see a short summary of the latest blog posts and trending topics in healthy eating to keep them up to date on their interests.

Success Story: "Credit Card"

Our case study involves a credit card that customers can apply for directly online. For first-time visitors, we present the essential information on a shorter page; for returning visitors, we offer a more detailed page with the full terms and conditions.

Landing page tailored to information needs

As a result, we achieved a 12% uplift — that is, additional completed applications — a strong outcome from personalizing based solely on this visitor type!

Conclusion

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

Need support and guidance on which personalization approach works best for your situation? As experts with more than 10 years of experience in personalization, we have the knowledge and expertise to develop the right personalization concepts together with you.

Our software analyzes, in just 200 milliseconds, exactly what a page needs to look like for each audience to deliver an optimal experience. Contact us for an optimization analysis and a tailored proposal that addresses your needs and target audiences. We're glad to help you boost your conversion rates and unlock the full potential of your website.