A café near the station once explained its entire sandwich menu to me three visits running.
I appreciated the enthusiasm. By visit three I mostly wanted to know whether they had the one with the decent pickle.
A website can have the same energy.
You come back because you are checking the delivery area, a dimension or whether the offer includes installation. It welcomes you with the same enormous introduction, the same mission statement and the same photograph of people applauding something just outside the frame.
Lovely to see you too. Where's the damn information?
I don't think a page should somehow read minds and serve a bespoke experience to everyone who has ever visited. That sounds like a good way to make a straightforward website irritating and brittle.
I do think the obvious second questions should have obvious homes.
If a product decision commonly involves compatibility, make that information easy to find. If a service involves several steps, show them. If people keep asking what happens after they request a quote, write the answer where they can see it.
A first-time visitor still needs the introduction. A returning visitor should be able to move past it without scrolling through a company's emotional autobiography.
In a review, I try making two visits with two different purposes. First, I know nothing and want to understand the offer. Later, I have chosen a possible option and need to settle one condition.
The second trip often reveals a strange amount of hidden material. The relevant detail exists, but only halfway through a guide. Or it is in an answer panel with a label nobody would choose. Or the link to the guide is politely concealed in the footer.
Don't immediately build another campaign around that hesitation. A second advertisement won't reveal a measurement that's buried on the same page.
I would start with the information and the route to it. The customer may still decide against the offer. That is allowed. At least the decision would be about the offer, rather than about whether they can bear another tour of the sandwich menu.
A thought worth keeping?
