Journey A/B Split
- 11 Jul 2023
- 2 Minutes to read
Journey A/B Split
- Updated on 11 Jul 2023
- 2 Minutes to read
Article Summary
Share feedback
Thanks for sharing your feedback!
Architect enables you to compare channels, contents, and paths in journeys to see the best performing option among the alternatives while the journeys are running.
You can branch your journey flow to the two paths using the ‘A/B Split’ element to compare two different alternatives and decide which one is a more suitable option for your business cases. While designing your second journey, you will know which option to select to get better performance results such as higher conversion or revenue. Thanks to A/B testing, you are able to continuously experiment with new ideas and keep optimizing your strategies to improve the customer journey. For example, you can easily change your messaging channel or personalization strategy and replace your channel with the highest performing one by editing your customer journey.
A/B split serves the idea of sending messages to the right users at the right time with the right content on the right channel.
How does it work?
The ‘A/B Split’ element allows you to branch your journey flow and divide it into Path A and Path B. Once you set an allocation for each path, it will direct users to paths randomly according to your allocation. You can set percentages for the allocation of paths.
your title goes here
We recommend using a 50-50 percentage split to get significant results for each alternative.
For example, you set a distribution of 50% - 50% for each path. 1000 users are added to the ‘A/B Split Element’. This indicates that both elements – A and B will have around 500 users included in the path.
your title goes here
Note: The percentage allocation is approximate and may not exactly match the real number of users included in the respective paths. As journeys process users in real-time, you cannot know how many users exactly will come to A/B Split’ element. The initial distribution is not as certain as in the case of a known-segment.
Use Cases
- Create different journey paths (line-up) and see which path performs better in terms of reaching your goal. For example:
-Path A: Email - Email - Web Push
Path B: App Push - Email - SMS - Create different contents for the same channel and add it to two paths to see which content drives better results. For example, you can see what kind of wording, emojis or attributes work better and generate higher conversion for your cart abandonment use case by reading the ‘A/B Split’ Statistics.
-Hello [Jane], You’ve items in your cart, don’t miss out on the discount!
-You forgot about the items in your cart, the discount expires in 24 hours. - Select different channels after the ‘A/B Split’ element and see which channel performs better out of the two options.
- Compare the time slots to know the right time when the message gets most of the attention by adding wait element before the channel.