A-B SplitAn A-B Split is an evaluative testing method widely used in print advertising. It consists of running two versions of an ad at one time, in the same position on the same page on the same day. How You Do ItYou produce two versions of your ad, identical in size and shape but differing in one way – the element you wish to test. For example, you might be testing two headlines to see which one works better. Or two opening statements.In each of the two versions of the ad, you include a tracking code with a suffix indicating the version number. For example, a coupon in your ad would include a code such as "LAT20091109A" for "Los Angeles Times, November 9, 2009, Version A." Or, if you had been using sequential integers as tracking codes, the code would be as simple as 371A. When the press is printing the page that contains your ad, it alternates between your Version A and your Version B. If a newsstand gets 50 copies of the paper, 25 copies will have Version A and 25 will have Version B. StrengthsIt can give you a precise and highly accurate comparison of the results from one ad versus another.It is a long-established technique. Most of the newspapers and magazines you deal with will have it down to a routine. WeaknessesSome newspapers and magazines don't offer Splits. If you want to test in those publications, you can use Rotation. You run Version A in one issue, Version B in the next issue, Version A again in next issue, and so on.Return from A-B Split to Measuring What They Did
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