A/B testing – how to deal with minority that chose B?

Publishers can test different site layouts and various versions of their content (for example, testing more than one headline on an article)

This can be done with A/B testing. For example, you might find that 60 percent of users prefer layout A, and 40 percent prefer layout B. You go with A because that majority of users preferred it.

But what about all those people who preferred layout B?