Author of the article here :)

I'm glad to hear it sparked your interest (btw, I didn't pick the headline).

I agree with what has been said about A/B testing so far - it is a great tool for more mature companies, but I hope I could also make my case for personalization. After all, the "let's test that" mentality is not always applicable. Startups and SMEs should not underestimate how good their gut feeling is when it comes to optimizing their website for different audiences. And yes, splitting your visitors into different segments might seem counterintuitive when talking about testing but I strongly believe it's the way to go for companies who haven't achieved their desired results with A/B testing.

Disclaimer: I work for Unless, a personalization service.