Overview

This example shows how a financial or insurance website can dynamically personalize its homepage experience based on visitor intent and profile signals. The center handle compares the generic state (left) and a home-insurance-focused personalized state (right).

Generic Experience (Before)

A new visitor lands on the homepage and sees broad product menus and undifferentiated offers. The experience forces them to search manually for relevant coverage.

• One page for all lines (auto, life, business...)
• Generic banner & copy without clear targeting
• Scattered CTAs reduce engagement and conversions

Personalized for Home Insurance (After)

Returning or segmented visitors recognized by recent browsing, ZIP, or campaign UTM see a homepage tailored to their current need — home insurance.

• Targeted banner: “Get a Home Insurance Quote” with relevant imagery
• Pre-filled fields: ZIP and coverage type auto-populated to reduce steps
• Smart modules: property discounts, agent finder, claims tips

Homepage Experience

The hero banner and first content modules shift focus entirely to home insurance. By recognizing the visitor’s ZIP code and past browsing history, the page simplifies the path to a quote and improves lead quality. Secondary content (agent locator, claim tips, policy savings) supports retention and cross-sell opportunities.

Signals Used

• Behavioral: previous visits to home insurance pages
• Contextual: campaign UTM parameters, search keywords, ZIP code
• Profile data: CRM attributes or returning visitor segments

How is this personalization triggered?

By detecting relevant behavioral and contextual signals such as ZIP, prior browsing, or campaign parameters.

Can other insurance types use the same layout?

Yes. Auto, life, or business lines can each map to their own banner, quote flow, and dynamic modules.

What changes most?

Hero banner imagery, quote form defaults, and homepage CTAs.