Add an A/B test step to a journey

What is it?

An A/B test step allows you to optimize message performance by testing up to six different variants within a single journey path. You can compare elements such as message copy, media types (MMS vs. SMS), wait times, and channel effectiveness (e.g., comparing SMS, Email, and Push notification steps).

A/B testing is available for standard journeys across all channels, as well as for SMS welcome journeys (subject to specific placement and compliance rules).

How do I use it?

1. Drag the A/B test node onto the journey path from the left-hand menu, or select it from the pop-up menu.
2. Select Split traffic evenly or Customize traffic split.
3. Click + Add variant to add up to six variants. Ensure the total split equals 100%.
4. Add your desired action steps to each variant branch (e.g., Send text message, Send email, Send push notification, or Wait steps).
5. Define your winning criteria and choose how the test should end:
   • Automatically: The test ends once a metric reaches statistical significance based on your chosen criteria.
   • Specific duration: The winner is determined based on performance at the end of a set timeframe, regardless of statistical significance.
   • Manually: You manually conclude the test when ready.
6. Click Save.

A/B Testing in SMS Welcome Journeys

You can drag and drop an A/B test node into an SMS welcome journey to test up to six initial text message copy variants. While ending conditions and winner promotion work the same as standard journeys, SMS welcome A/B tests follow specific rules:

• Channel limits: This specific node behavior is for SMS welcome journeys only. (Note: Email welcome journeys do not have the same limitations and Push welcome journeys are not currently available).
• Placement: The welcome message step (which includes the legal message) must be placed directly after the A/B test node, and no intermediate steps can be added between them. It must be the first step in the journey.
• No intermediate steps: You cannot add Wait steps or other action steps between the A/B test node and the welcome message variants.
• Variant editing: You cannot copy, multi-select, or delete individual welcome steps inside a variant—you must delete the entire variant arm instead. If you delete the overall A/B test node, all variants except Variant 1 are removed, and Variant 1 becomes the default welcome message.
• Setting overrides: Quiet Hours and Smart Sending are disabled and overridden to guarantee immediate opt-in delivery.
• Resubscriber messaging: Adding an A/B test node automatically turns off and deletes any existing resubscriber messaging in the journey without a confirmation prompt.

How to track performance

1. Open your active journey from the Journeys tab.
2. Click the message step (Text, Email, or Push) inside any variant to open the Message performance pop-up and view the results.

How to promote a winner

When a test concludes, a notification banner appears in the Journeys list view. Click the banner link or navigate directly to the journey to view the results.

1. Click the completed A/B test node.
2. Review variant performance and click Promote the winner.

What happens when you promote a winner

Promoting a winner creates a new journey revision in draft status:

• The A/B test node and all losing variants are automatically removed.
• The winning variant remains as the main journey path.
• Publishing the new revision routes all subsequent subscribers down the winning path.

Manual promotion alternatives

If you prefer not to use the automated promotion tool, you can update your journey manually:

• Adjust traffic split: Edit the journey and set the winning variant traffic split to 100%.
• Reconstruct the path: Drag the winning message step directly onto the main journey path and delete the A/B test step.

Why should I use it?

• Data-driven optimization: Compare performance metrics across message variants to discover what content, offers, or channels resonate best with your audience.
• Flexible experimentation: Experiment with timing, wait durations, and multi-channel messaging strategies across different branches.
• Maximized opt-in impact: For welcome journeys, test your initial welcome message copy to establish high subscriber engagement and conversion right at the point of opt-in.