Optimize Your Marketing Automation with A/B Split in Relays and Journey Designer

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Optimize Your Marketing Automation with A/B Split in Relays and Journey Designer

Problem Statement

From welcome and onboarding to win-back campaigns, marketing automation flows help you identify different steps in a user’s journey and set corresponding actions. But since it’s difficult to predict exact user behaviour, how would one identify if Version A or Version B of the same campaign drives more opens, and therefore more conversions?

This is why A/B test is a useful feature.

Extending this to Journey Designer and Relays, our new feature- Split lets you divide users into multiple branches to find out the best-performing branch and optimize your campaigns to drive maximum conversions.

How to Use A/B Split in Journey Designer & Relays?

Using A/B split in Relays and Journey Designer is simple. Just follow these steps:

Step 1: Select the Split block from Flow Controls and connect to your pervious block.

Step 2: Click on the block and configure branches with corresponding distribution percentage and click save.

Step 3: Based on the distribution, add your desired action or condition blocks.

Step 4: Finish setting up the rest of the flow and activate.

Some Use Cases to Implement A/B Split

Here are a few examples of the different scenarios you can implement with A/B split in Journey Designer and Relays:

1. Understand the impact of send time difference

Use the ‘Split’ feature to test between different send time for your campaigns. It can help understand the optimum time to get conversions.

2. Experiment with different channels of engagement

Use the ‘Split’ feature to target users on different engagement channels. For example, bifurcate your audience between push notifcation and SMS to understand which drives more conversions.

Tip: You can also use channel reachability condition to check if a user is reachable.

3. Test different channel strategies

Use the ‘Split’ feature to experiment with different channels and/or time combinations. For example, in the screenshot below we have used a strategy of nudges selecting different channels such as Email, Push and In-app. You could also experiment with different send time in the nudge strategy.

Additional Resources: PHOOL, an Indian social impact startup, increases its revenue by 23%

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•  •  •

So, what are you waiting for?

Use Split in Your Automation

Please note: This feature is currently access-controlled. Get in touch with your Customer Success Manager or product@webengage.com to get access.

Got questions? Please feel free to drop in a few lines at support@webengage.com or get in touch with your Customer Success Manager in case you have any further queries.

Happy Engaging!