Customization for individual needs is proving to be the accepted mantra in digital marketing campaigns. However, its scope for optimizing conversions has not yet been proven. However before making the leap to customized content, firms must undergo normal A/B testing. Testing tools must also be purchased but not before a proper plan is in plan to implement that one. Experiments must be conducted within a cycle and not on continuous ad-hoc spree. Various business units within the firm must coordinate their testing efforts. A thorough business analysis must be conducted using data before stepping on the accelerator for personalized content.