Ezoic continues to test other well-performing variants against the best performing variant to ensure it remains the best as determined by user behaviour. So the testing continues, albeit in a more nuanced way, to include lessons learned from other sites and to take into account new platform technologies, devices etc. During this phase the majority of users see the 'best' layout and a smaller proportion of traffic is directed to other variants. It is a process of continual, systematic improvement.
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