The best websites have mastered A/B testing, but they’re still leaving a lot of performance on the table. A/B testing without personalization is like peanut butter without jelly. If option A wins a test with 60% of your audience, the other 40% of your audience who preferred option B are left out in the cold when you take it away from them. That’s a bummer and your one-size-fits all website is doing a big disservice to a large chunk of your audience. With personalization you can have the best of both worlds by showing each visitor what they want most. Your visitors will have a more engaging experience and you’ll smile when you log into your analytics dashboard and see the results.