Learn how personalizing the homepage for new and returning visitors increased conversion rates significantly. Read the full write up.
Personalized Homepage for New vs Returning Visitors
Goal
Revenue per visitor (RPV)
Result
+621.9% Revenue per visitor (RPV)
Category
Homepage
Outcome
Winner
Before
After
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.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+602.8%
Change in revenue per visitor
569.61%
Revenue change
+241.1%
Lift in conversion rate
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.
Detailed results breakdown
Add-to-cart rate change
+83.7%
Average order value
+106.0%
Click-through rate change
+1.9%
Lift in conversion rate
+241.1%
Change in revenue per visitor
+602.8%
Free Trial
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Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
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Our bet
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Other experiments we've run
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+5.6% Conversion rate
Homepage
Science-backed Summary
Added a summary of scientific findings to the homepage to reduce bounce rates and increase product page clicks.
-12.4% Conversion rate
Collection Page (PLP)
Customer review-inspired FAQs on collection pages
Displaying FAQs at the bottom of collection pages increased conversion rates and reduced bounce rates. Read the full writeup.
+8.4% Conversion rate