Not saying it is easy, but dynamically customizing the visit for each user based upon what you know about them (referral source, cookies, etc.) needs to be done in order to optimize their experience and engagement, and thus, user acquisition and monetization.   Yes, this means you’d have MANY versions of your home page alone.  When you browse, notice who’s good at this… I bet your Amazon.com visits are made especially for you, right? Anyway, good article here provides more context and examples (though focuses on social traffic sources),

Not saying it is easy, but dynamically customizing the visit for each user based upon what you know about them (referral source, cookies, etc.) needs to be done in order to optimize their experience and engagement, and thus, user acquisition and monetization.  

Yes, this means you’d have MANY versions of your home page alone.  When you browse, notice who’s good at this… I bet your Amazon.com visits are made especially for you, right?

Anyway, good article here provides more context and examples (though focuses on social traffic sources),