crossover test

Testing alternative advertisements by running each in two different journals, and then swapping them over in the next editions, and measuring response to each advertisement in each journal. Suitable for couponed advertisements and especially for direct response off-the-page advertisements.

Used in all those instances where a proper split test is impossible (i.e. split testing is not supported by a magazine, TV or radio station etc.).

Synonyms: flip flop test

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