Split testing, also known as A/B testing, lets you compare different versions of your email campaigns to see which one performs better. Here's how to set it up.
Adding the Split Action
Navigate to the desired workflow in the Automation > Workflows section of your account, or create a new workflow with the relevant trigger(s), then select the "Split" action from the actions list.
Action Name
Rename the action to reflect its intended purpose.
Distribution Type
Select the desired method for distributing contacts from the dropdown menu. Currently, Random Split is the only available option, with additional distribution methods to be introduced in future updates.
Paths
Rename "Path A" and "Path B" to reflect your test variations and set the distribution percentage for each path.
Add more paths by clicking the "Add Path" button, with a maximum of five paths allowed.
📌Note: Ensure that the total for the distribution percentages adds up to 100%.
Save the action to add it to your workflow, then add the actions that should be completed in each path.
Finally, test the workflow to ensure it works as intended, then publish and save the workflow once you're happy to make the changes live.
Statistics
Check the statistics for the action by navigating to the Statistics tab to see the distribution of contacts across paths.
You can also enable "Stats View" in the builder to see stats directly in the workflow.
With the ability to test different variations and track real-time results, you can continually improve and refine your campaigns. By integrating split testing directly into your workflows, you can:
- Enhance Campaign Optimisation: Test variations of subject lines, email content, or Calls to Action (CTAs) to find the most effective approach.
- Save Time: Eliminate the need for external tools and streamline your marketing processes.
- Make Informed Decisions: Access real-time statistics to guide your marketing strategy, ensuring every decision is data-driven.
Start using split testing today to get more from your email marketing.
Practical Example
Imagine you run an e-commerce store and can't decide between two email subject lines.
- Solution: Use the Split action to divide your mailing list, sending 75% the Path A email and 25% the Path B email.
- Outcome: Track key metrics such as website visits and purchase rates for each path. After analysing the results, you'll know which subject line performs better, letting you apply that insight to future campaigns.
Frequently Asked Questions
Q: What if the total percentage for all paths doesn't equal 100%?
- Readjust the distribution percentages so their sum equals 100% to avoid errors in your workflow.
Q: Can I change the paths after the workflow has started?
- Yes; however, it is best to finalise your paths before activating the workflow to ensure accurate data collection and analysis.