- In Flow, drag & drop the Split block to the canvas.
- Hover over the block to see the settings and delete button.
- Click on the settings button.
Split block settings
Split testing, also known as A/B testing, can't work on its own. You need to specify how and which communication do you want to split, so you need to have at least two communication blocks connected to the Split block. Then, choose the type of split:
- Split contacts - split the sent communication evenly. You can add any communication block (Email, SMS, Print) to split the contacts. The first contact will receive the first communication block (ex. email), the second will receive the second block (ex. SMS), the third contact the third one (ex. print) and so on. It also works if you use the same type of block (email only for example).
- Split test on opening rate - test and check which of the connected emails has the highest opening rate. Under advanced settings, you can specify the minimum and maximum test sends per block, the comparison time of the last campaign sent and set the winning percentage based on the deviance. After testing, the email with the highest opening rate will be further used in the campaign.
- Split test on click rate - test and check which of the connected emails or SMS has the highest click rate. Same as the opening rate, you can specify the minimum and maximum test sends per block, the comparison time of the last campaign sent and set the winning percentage based on the deviance. After testing the communication with the highest click rate will be used further in the campaign.
Opening rate example: A split block is connected to three email blocks. Under advanced settings, we have set the minimum test sends per block to 50 and maximum test sends per block to 150. This means that each connected email will be tested and sent to a minimum of 50 and a maximum of 150 contacts. Under Start comparing sent emails after, we have set 3 hours, which means that the campaigns that are being tested must have been sent at least 3 hours ago. Newly sent campaigns will not be a part of the test because it's logical that they will not have the same opening rate. If under the last field Set winner if an email has we put a value of 20%, the first email that reaches 20% more opens than the rest (before the max. test sends) will be set as a winner and will further be used in the campaign (it will be sent to the rest of the contacts, as a winner in opening rate).
So, in short, sending three emails to 50 contacts each, at any point after 3 hours one of the emails has 20% more opens (the first one is opened 90 times, while the other two have 62 and 60 opens), the first one becomes a winner and is then sent to the rest of the contacts.
You now know how Split works. Try connecting it to different blocks like campaign entries, email or SMS in a Flow, and see how simple things can do magic. We have other cool blocks, like the ones for Status check and Updates & Alerts.