it's just experimentation - you can start with 2 - you can start with 1 - doesn't matter much - you just need to find the result of what works quickly - 1 is ea

it's just experimentation - you can start with 2 - you can start with 1 - doesn't matter much - you just need to find the result of what works quickly - 1 is easier to start with - 2 might be over optimization - run the test and check the conversion then decide - you probably don't know enough yet to know what is better - more testing needed - get comfortable with utm - :=)