People who started with three banner ads side by side beat people who worked one at a time. In a 2010 Stanford study, both groups made six ads with critique on every draft. Once the final ads ran live, the side-by-side group drew about 12% more clicks per impression. The difference was making several before committing to any. Work one at a time and the first idea that looks fine becomes the one you polish. Design researchers have a name for that trap, fixation. I'd argue pricing explains a…