The pattern that varies the surface a visitor sees based on their current state: anonymous versus known, first-time versus returning, recent intent signal versus dormant, consented versus restricted. The activation-layer surface for the cohort assignment that behavioral segmentation produces. Centrepiece of any on-site personalization recipe and the surface that most often visibly breaks when the underlying signals are stale or unavailable.
The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.
Show account-relevant content to known and reverse-IP-identified B2B visitors, with explicit handling of the wrong-match case
Show returning visitors what they had going, last-viewed products, cart contents, loyalty progress, without making them sign in or start over
Swap homepage content by visitor location for store availability, regional pricing, and local campaigns, with a clean default when location is unknown
Tune the paywall against actual reader engagement, balancing subscription conversion against the reach and the trust that depend on readers being able to get to the content sometimes
Surface the items the customer is most likely to want next, with explicit handling of the cold-start visitor, the privacy-restricted slice, and the rule that prevents the recommendations from collapsing to whatever everyone clicks
Reorder category results to the visitor's inferred preferences, with a default sort for unknowns and an honest signal of when sorting is personalized
Recognize the visitor who came back without making them sign in, and degrade cleanly to a generic experience when you cannot
Land visitors arriving on a specific search query on a category page shaped to that query's intent, not a generic category index