Currently, you can only select one winner of an adaptive test. While we appreciate the value of relying on the best-performing option, there are times when we prefer to have the variance in landing pages over the course of a campaign. If a contact is visiting the page multiple times and not converting, they might respond better to a different layout or call to action as an individual - rather than looking at the overall, average trend to run the “best performing” landing page.
Based on the current options, when we decide to end the adaptive test we choose one winner. We can then restart the adaptive test and recreate the other landing pages we want to continue testing. This splits the data from that landing page into two views - making it harder to see the clearest picture of performance.
Goal - select more than one winner of an adaptive test, up to the number of pages in the test minus one.