A/B Testing
Split contacts to compare two paths.
What this step does
An A/B Testing step splits contacts into two paths so you can compare outcomes.
How to use it (recommended)
1
Add an A/B Testing step
Add an A/B Testing step where you want to compare two paths.
2
Build both branches
Add the steps for Path A and Path B.
3
Test with two contacts
Run a small test to confirm each branch works.
When to use it
- Compare two email variants
- Compare timing strategies (short delay vs longer delay)
Split behavior
- Choose the percentage that should enter Path A; remaining contacts enter Path B.
- The same contact stays in the same variant for that step, which keeps test results easier to reason about.
- If a variant has no extra steps, contacts continue to the next step after the test.
Tips
- Keep the test simple and change one thing at a time.
- Review results before making a final decision.
If you only need a conditional split, use Conditions.
Related Help Docs
Updated May 3, 2026
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