We’ve already covered how A/B testing can unlock better performance in digital ad platforms and email marketing, but what about print? 

Print advertising may feel old-school in a digital-first world, but for local dealerships, it still plays a critical role in reaching buyers. Community newspapers, direct mailers, and auto shopper magazines can put your message directly into the hands of nearby customers, often at the perfect time. 

But here’s the challenge: how do you know which version of your ad is actually working? 

That’s where A/B testing comes in. While most associate A/B testing with digital marketing, it’s just as powerful in the world of print if it’s done correctly. When properly executed, A/B testing your print ads can reveal exactly which offers, headlines, and creative elements are driving phone calls, web visits, and foot traffic. In today’s slower, more competitive market, that kind of clarity can make or break your ad spend. 

Let’s break down how to make A/B testing work for your dealership’s print campaigns.

Old-School Media Meets Modern Strategy

A/B testing is simple: you run two versions (A and B) of an ad with one key difference between them. It could be the headline, the CTA, or the featured offer. Then, you track which one performs better. 

Think of it as replacing guesswork with data. Instead of wondering whether “$500 Off MSRP” works better than “0% APR for 60 Months,” you let the market decide. 

For dealers, A/B testing in print is especially important for a few reasons: 

• Print ads cost money. Every inch of space matters, and wasted creative = wasted budget. 

• You can’t change it once it’s out. Unlike digital ads, you can’t tweak a print ad mid-run. Testing upfront can save you from costly misfires. 

• Customer behavior has changed. Shoppers are more skeptical of marketing. The right message can cut through and build trust, while the wrong one can send them to your competitor.

Where to Start: What You Can (and Should) Test

A good A/B test isolates one variable at a time so you can measure its impact. Here are some of the most effective elements to test in dealership print ads: 

1. Headlines. “Massive Year-End Clearance” vs. “Drive Home a New SUV Today”—which grabs attention faster?

2. Offers. Test price-driven offers vs. value-driven ones. For example: “$1,500 Trade-In Bonus” vs. “No Payments for 90 Days.”

3. Call-to-Action (CTA). Wrap up your message with different action steps: “Visit Our Showroom Today” vs. “Call Now for Your VIP Appointment.”

4. Design/Layout. Try a photo-heavy layout vs. a bold, text-driven format. See which one gets more response.

5. Contact Methods. A phone number vs. a unique landing page URL or QR code. Which drives more inquiries?

How to Set Up an A/B Test for Print

Executing an effective print A/B test takes a bit of planning, but the insights are well worth it. For best results, follow these steps: 

Step 1: Choose One Variable to Test 

Keep everything else consistent between Ad A and Ad B except for one change. This keeps the data clean and conclusions clear. 

Step 2: Split Your Audience 

You don’t need to split your entire run. For example: alternate versions by week if you’re running in the same publication. 

Step 3: Assign Trackable Metrics 

This is key. Use unique phone numbers, custom URLs, coupon codes, or QR codes to track responses. Affinitiv can help you tie responses back to specific ads. 

Step 4: Give It Time to Work 

Let your ads run long enough to gather meaningful results, as it needs time to reach people’s homes and spark a response. Don’t make decisions based on a few calls or QR code scans. Aim for at least a couple of weeks of data, depending on your audience size. 

Step 5: Measure and Analyze 

Which version brought in more leads, calls, or showroom visits? Did one version generate better ROI? Use that data to refine future print campaigns, or even your digital messaging. 

Step 6: Test Your Print Format 

Try experimenting with different print formats to see which captures more attention or drives stronger response rates. For example, you might test a postcard against a bifold mailer. Keep your message and offer the same so that you’ll know whether the difference in engagement comes from the format itself.

A/B Testing in Print: Best Practices for Dealers

Here are a few tips to keep your tests effective and your results trustworthy: 

• Only test one thing at a time. Otherwise, you won’t know what caused the performance change. 

• Use large enough sample sizes. Don’t judge results off a small mailing batch. The more data, the better. 

• Track offline conversions. Train your sales team to ask how customers heard about you. That anecdotal feedback still matters. 

• Don’t assume results are forever. What works in October might not work in December. Keep testing, especially around big promotions or seasonal events.

The Real Win? Smarter Spending

Most dealers don’t have unlimited marketing budgets. A/B testing gives you the insight to put your dollars behind what works, not what looks best or feels familiar. 

Whether it’s a seasonal offer, a new vehicle launch, or a trade-in campaign, every print ad you run is a chance to learn something new about your audience. That knowledge helps you run leaner, smarter, and more effective campaigns over time.

Don’t Let Your Print Ads Go Unmeasured

When combined with smart testing and tracking, print ads are a powerful tool, especially for dealerships serving a local audience. So, the next time you run a mailer, newspaper ad, or magazine placement, ask yourself: what can I test? What can I learn? 

At Affinitiv, we help dealers turn print campaigns into performance-driven tools. From creative strategy to response tracking, we make sure every ad counts. Want to see how your next print campaign could drive more leads and more showroom traffic? Let’s talk A/B strategy that works.