Abstract: Various technologies and techniques are disclosed for altering web site content based upon information contained in a referring page. A referral request to access a web page is received from a referring web page. The source of the referral request is determined. Content contained in the source is analyzed to infer why the web page was requested. An altered form of the web page is generated based upon the analysis. The web page is rendered in the altered form. A user experience on a web site can be personalized based upon analysis of content on a referring web page. The analysis of the content on the referring source page can be stored in a data store, and used to personalize the content displayed to a user while navigating among web pages on the particular site.