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SodaStream · On-site segmentation
Per-segment journeys
One homepage, many audiences: adapting SodaStream's hero and funnel by segment
The challenge
SodaStream's homepage serves audiences with opposite intents at once, and the page shows the strain. The promo bar sells a $24.99 spare cylinder to people who already own a machine; the hero directly beneath sells $70 off the machine itself to people who do not. The nav splits the same way — Shop against Get CO2 — and the hero hedges with two competing calls to action, shop now and get CO2, because a single static hero cannot choose. Every visitor pays the tax of the message written for someone else, on the most valuable selling surface on the site.
The approach
Segment the traffic on arrival: new vs. returning, owner vs. prospect, source and campaign — resolved in real time as the page loads.
Adapt the hero banner per segment so it stops hedging: prospects meet the machine offer and a single shop CTA, owners meet refills and Subscribe & Save, promo traffic meets the campaign promise it clicked — one message, one action, per audience.
Adapt the supporting sections too: category order, offer blocks and messaging below the hero follow the same segment logic, so the page reads as built for the visitor, not assembled for everyone.
Carry it through the funnel: the segment's message continues across the steps that follow — no bait-and-switch between the homepage promise and the path to purchase.
The result
The homepage went from one static pitch hedged across two CTAs to a per-segment surface — hero and key sections adapting to the audience, with the message staying consistent through the funnel instead of resetting at every step.
The takeaway
The hero is a segmentation surface, not a poster. Matching it to the visitor beats optimizing one message for the average visitor who doesn't exist.
Your turn
Same method. Your funnel.
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