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In that case, begin with option B and hide all the tabs. In essence, you will then have option A. Then as EGOL suggested, you can show an additional tab every week and measure differences.

_ my guess is that this traffic converts well_ Would not be wiser to segment the traffic from those keywords and verify if the really convert well? Just after that proven data verification I would start to think in creating some content that focuses on those keywords. A comparison page can be a valid solution.

The best kind of competition is when it gets personal. Not necessarily about prize but more about status, ego, achievement and daring. Apart from competitions you can try viral content. Here are a few examples of viral content I created: http://www.giantstars.de/ (Flash & Video) http://analogik.com/acid_trip/ (Flash) Hope this helps.