i've been thinking about that mckinsey stat about personalization driving 40% more revenue because it feels so circular like we're just seeing the result of having a massive budget for data. it's easy to get caught up in segmenting everyone but if version b wins for both new and returning users then
personally there's really no reason to build two separate flows. i wonder how often we're actually wasting dev time on custom experiences that don't even change the underlying decision?
found this here:
https://wingify.com/blog/the-crossover-test/