But you have to be careful with any powerful tool, in case its success blinds you to its weaknesses. "When all you have is a hammer, everything starts to look like a nail". We think that's happening with AB-testing at the moment.

We think Wikipedia is awesome, and would love them to get more donations by using a more sophisticated approach.

Yes, most companies doing AB-testing, if they have the ability to personalise their user experience (i.e. they aren't trying to quickly find the single best UI) could benefit.

However, Wikipedia is a really good example to start with - the phrase 'Wikipedia needs those nickels' is a great example - resonates well with US donators, will probably work in Canada, but what about the UK? Australia?

It's obvious once its pointed out - but wouldn't it be better if the system automatically realises this? And considers all the combinations? That's our point.