For instance, tools like Google Optimize enables you to run multiple A/B tests on your landing pages to see which version gets better conversions. Another example would be online forms that allow you to collect customer preferences or zero-party data. AI will play a key role in assessing marketing performance in the future. For instance, if you’re running an A/B test or a heatmap tool, only place it on the page where you’re running the test and not the entire site. More importantly, make sure to remove the plugin once you’re done with the test. It would be ideal to find a website optimization agency that can help you audit, optimize and maintain your site.