We had @Shane Roach on Live with Intelligems 💎 last week and I keep thinking about one thing he said: "60-80% of your homepage traffic is new visitors. But most brands have one homepage built for everyone, which means it's really built for no one." Shane's take: you need two experiences. One for new visitors. One for returning ones. New visitors need to be sold. Hero product up front. Brand story. Reasons to buy. Multiple add-to-cart entry points. Returning visitors already know who you are. They don't need the brand story again. They need a fast path to a PDP or collection page. Shane spent years in physical retail before ecommerce. Nordstrom's suiting department, specifically. While the tailor was measuring a customer in a $1,000 suit, he'd go grab shirts and ties, show them how six combinations work, stack the add-ons before the credit card came out. That's merchandising. That's also exactly what a well-designed homepage should do. My pushbask was: "it's hard enough to maintain one homepage." Shane's response: the new-visitor version is set-it-and-forget-it. Revisit seasonally when imagery or hero products change. It's not a live maintenance burden. The other insight worth flagging: you can't control all the traffic entry points to your homepage. Paid? Sure, send them to a landing page. But organic traffic, social shares, a friend dropping your URL via text all of them land on the homepage. That's why the homepage itself has to do this job. The execution: - Build the new-visitor experience - Run it as an A/B test targeted to new visitors only - If it lifts, turn it into a personalization - Revisit seasonally Full stream linked below. Shane covers this plus a speed run on what Intelligems is shipping right now. What's your homepage strategy for new vs returning? Curious if anyone here has tested this split and what you found.

Timeless lessons in this academy. Victor really touched on a reality that most CRO “gurus” on X and LinkedIn conveniently avoid. We’ve all seen the posts: “We added X and unlocked $300k in yearly profit!” The implication is simple: rollout the winner, keep it that way, and collect the gains forever. In reality, it doesn’t work like that. There’s a brand I’ve been working with for almost two years now. We had clear wins in early 2024. But as the brand scaled and ad spend more than tripled, something important changed: the customer cohort evolved. The people buying today aren’t the same people who were buying 18 months ago. Following Victor’s advice, I went back and re-tested some of those “all-time winners.” The result? Some segments improved, but others completely tanked. The data had flipped. That’s the part most people don’t talk about. Testing isn’t “do it once and forget it.” It’s a continuous cycle: test → roll out → monitor → re-test → adapt. The brands that keep winning aren’t the ones chasing permanent wins.They’re the ones who accept that markets move, customers change, and experimentation has to evolve with them. That mindset alone makes this academy worth going through.