1) Split testing helps find an average best solution that optimizes for most users, while personalization finds the best individualized solution. 2) Personalization is powerful but can suffer without split testing to optimize the overall user experience. 3) Personalization becomes too much when it gets creepy, a brand loses its identity, or resources cannot support extensive personalization. Balance is key.

1. SPLIT TESTING VS. PERSONALISATION, IS THERE A WINNER?
DUNCAN HEATH

2. Audience interest level vs. time first
graph shown

5. Average best

7. Optimising your site with split testing
will help you find an average best
Optimising through personalisation
will help you find the best for every
one

11. Standard data available:
• Geo-location
• Traffic source
• Device type
With demographic data:
• Age group
• Gender
• Interests
User segmentation in Google Analytics

12. Segmenting your audience to show
different content can be hugely
valuable, and is a great stepping stone
to personalisation

14. Personalisation is hugely powerful, but
if you don’t spend time optimising the
wider user experience through split
testing, conversions will suffer

15. • When it gets creepy
• When a brand loses it’s identity
• When resources are a limiting factor
When does personalisation become too much?

16. 3 Key Takeaways
1.) Split testing will optimise for the “average” user,
but without segmentation and personalisation you’re
missing out on revenue
2.) Relying on personalisation alone without split
testing will result in the neglect of site elements you
either can’t or shouldn’t personalise
3.) Personalisation, although massively powerful, has
it’s optimal boundaries. More is not always better.
4.) Follow me on Twitter - @ConversionPerv