How DokterOnline increases engagement by 15% with Prepr’s personalization⁡𝅶‍‍𝅺⁡‍𝅴⁡𝅴𝅹‍‍⁢𝅵‍‍⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍‍‍𝅷‍‍𝅳⁡‍⁠‍‍⁢𝅵‍‍𝅳⁡⁣⁡⁣⁡​⁡⁢⁢𝅵‍𝅺‍𝅺𝅸‌⁡‍𝅶⁠⁡⁣𝅴𝅹⁡‍𝅸⁡​⁡‍⁠⁡​⁡‍‍𝅸‍⁡‍𝅹⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍𝅺⁡​⁡⁠‍𝅷𝅴⁡⁢𝅳‍𝅺⁢𝅺𝅹⁡⁣⁠𝅹⁡⁣‍𝅸𝅴⁡⁣⁠𝅸⁡⁢‍𝅺⁠⁣𝅴⁡⁣‍𝅺⁢⁠‌⁢𝅳⁢‍⁢⁠⁠‍⁠‍𝅸⁢𝅴⁢⁣⁢‍‍𝅸⁢⁣⁢𝅴⁢𝅴⁢‍𝅸⁢𝅴‌‍𝅸⁢‍⁢⁠‌‍⁢𝅴⁢‌‍⁢⁢⁢⁢⁠⁢⁡⁢𝅺𝅷𝅺⁢‌𝅷⁠⁢𝅸⁠𝅹‍𝅸⁣⁡⁣‍‍‍⁡𝅸

Roxanne van Hassel, Conversion Specialist at DokterOnline, explains: “People don’t decide to order medication online just like that. Relevance builds trust, and trust drives decisions.”

As the team gained this understanding, one thing became clear: traditional CRO could only solve part of the problem. The real issue was that people arrived with different intentions, but the website treated everyone the same.

To improve engagement in a meaningful way, the team needed a homepage that reflected what visitors were actually looking for.

These insights are discussed in more detail in the full interview with Roxanne van Hassel, Conversion Specialist at DokterOnline (Dutch with subtitles).

Pages per session more than doubled
General visitors view 2–5 pages. Segmented visitors often reach 10 pages or more, showing a clear increase in interest and confidence.

Personalization strengthens trust
With the new personalized homepage, visitors find the topics they expect more quickly. The journey feels calmer and more relevant from the start and visitors feel understood rather than steered.

The team also avoids anything that could feel intrusive. They mix in neutral content and keep every variant subtle, ensuring personalization never crosses into discomfort.

Subtle adjustments outperform classic e-commerce tactics
Another insight the DokterOnline team discovered along the way is that strong product pushes simply don’t work in a medical context. Visitors respond much better to clear, relevant information. Small, respectful adjustments consistently lead to stronger outcomes.

With segments in place, the team uses Prepr to adapt a few key areas of the homepage.

Visitors interested in weight loss see a focused hero image, weight-loss treatments move to the spotlight, and related articles surface first. Someone exploring contraception or STI care sees a different set of elements. Every section stays consistent with the medical tone of the platform, but speaks more directly to the visitor’s intent.

As Niels Nijens, Software Architect, notes: “The advantage of Prepr is that you can start small. It’s built into the CMS, so content marketers can work with it too.”

How the team personalized the homepage in Prepr
After defining the segments together, the team needed a simple way to deliver the right content to the right visitor. Prepr makes this possible directly inside the CMS.

Prepr collects simple behavioral signals, which pages someone visits, which topics they read about, or which campaign brought them in. Based on this behavior, visitors are added to one of the segments that the team defined earlier. No sensitive personal data is used; segmentation is driven entirely by what people do on the site.

Once segments are in place, editors use Prepr’s adaptive content to personalize the homepage. They create a component once, for example, the hero or a list of recommended articles, and then add different versions for each segment. Prepr shows all variants side by side, making it easy for editors to write, compare, and fine-tune the message for each audience.

When a user visits the page, Prepr identifies which segment they fall into and instantly returns the right version of each component. Because this runs server-side, the personalized homepage appears immediately, without flashes or delays. Editors stay fully in control. They decide which elements adapt, which remain general, and how subtle the personalization should be.

Technical insights: How personalization was implemented
DokterOnline runs personalization in Nuxt, with Prepr handling the logic server-side. At first, personalization was applied only in the browser, so visitors saw a generic homepage on the first load. Moving the logic to server-side rendering fixed this and ensured the right version appears immediately.

Each request now includes a small profile context that Prepr uses to return the correct component variant. This required updating caching rules so each segment has its own cached version.

Tracking was added early in the process to measure performance and support ongoing optimization. The team also introduced a preview flow so editors can check personalized variants before publishing.

Because segmentation, delivery, and analytics all run inside Prepr, the setup stays lightweight, and the team works comfortably with its GraphQL API and editor interface.