Personalization · Whether it works · Component
The decision
What was kept, changed or removed as a result — because untested personalisation is a permanent cost with no established benefit.
The deliverable
What it is
Personalisation is rarely removed, because removing it looks like going backwards and because nobody owns the decision.
A variant with no measured benefit and a permanent maintenance cost should be removed, and doing so simplifies everything downstream.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The review cycle
When each personalisation is reassessed.
3 attributes: Review frequency · Last reviewed · Removed at last review
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A personalisation with three signals where one does the work can be simplified. Simplification is underused.
The other components in whether it works
The control
The non-personalised group held back for comparison — permanently, not just at launch.
LearnThe customer measure
Whether it improved anything for the customer, not only for conversion — because the two can move in opposite directions.
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