When implementing an experiment, which of the following is a best practice?

1. Divide your audience into as many arms as possible.
2. Start with multiple hypotheses.
3. Assign two campaigns to each experiment arm.
4. Test one variable for each experiment.

Correct Answer:

• Test one variable for each experiment.

Decide on a clear hypothesis before creating an experiment, and only test one variable to help ensure your experiment is clean and yields discernible results.

A common mistake is that more than one variable is adjusted (e.g., you’re looking to test creative, but each experiment arm has a slightly different budget). Doing so makes the experiment “unclean,” as you’re unable to discern which change caused the impact.

Read more here: https://skillshop.exceedlms.com/student/activity/69415-test-and-measure-creative-with-video-experiment/