States rights
If you own a web page, you really owe it to yourself and to your users to pay attention to state.
Don’t treat everyone the same. First time visitors want something different than repeaters. Loyal customers want to see something different from the masses.
Get your IT person to show you how to divide the world into states. Then start from scratch and make a different experience for everyone.
[PS years ago, at Yoyodyne, we had a wannabe competitor who kept stealing our ideas. We programmed the site to recognize traffic from their site and put up all sorts of fake announcements and stuff, just to throw them off. You can get really specific if you want!]