My team is stuck on this being an A/B test rather than if the control performs better than a customized experience. My original plan was to send 50% of the traffic to the control and 25% to Exp B and 25% to Exp C. The results of B and C would be combined because the primary goal of the test is to justify further testing in personalization/targeting. Is there a better way to look at this? I had found some documentation within Adobes resources but I can't find it to save my life now.
On the first scenario, you are correct. This is probably your best option.
For the second, it gets a little complicated. You could run multiple tests on the same page but to different audiences. The audience keeps them from being in both tests. So you would have to take care to make sure that your audiences don't overlap. It can get a little messy if you're not careful. But it can also be effective for certain situations.