Delete your homepage. Not the URL, the idea: one page, one hierarchy, one set of hero images that 100% of your traffic sees regardless of who they are.
Shopify already built the counterexample. Dynamic Storefronts in the Shop app, shipped in Winter 2026, personalize a merchant's page per shopper. The same store looks different depending on what that person has bought and browsed. If the platform is willing to do that inside its own app, the case for keeping your site static got a lot weaker.
On your own domain the build is Hydrogen against the Storefront API, with a decision layer sitting between the two. A first-time visitor from a cold channel gets the manifesto: who you are, why the product exists, what makes it different. A returning customer 5 weeks into a 6-week supply gets their reorder, one thing they haven't tried, and nothing else. Someone arriving from a paid ad about one category lands in that category with the rest of the store folded away. Same URL. Thousands of arrangements.
Two real costs. First, measurement breaks. You can't A/B test a page when no two sessions see the same page, so you move to cohort tests and holdout groups, which most teams are not set up to run. Second, the cold start never goes away. Your anonymous first-time default is still a page someone designed, and it will carry more traffic than any personalized variant. If the default is mediocre, personalization just makes your mediocre page harder to find and fix.
There's a control problem worth naming too. Merchandisers lose the ability to say "this is what the site looks like today," and some of them will fight you on it for good reasons.
A homepage was never really a page. It was your best guess at who was about to walk in, printed once and shown to everybody.
