Split - Split Testing in Email Campaigns

Split Testing, also referred to as A/B testing, is a method for comparing different versions of your email campaigns to determine which one yields better results. By embedding split testing within your CRM workflows, you can:

• Improve Campaign Performance: Experiment with different subject lines, email content, or Calls to Action (CTAs) to identify the most effective strategy.

• Increase Efficiency: Integrate split testing into your existing workflows, reducing the need for external tools and simplifying your marketing operations.

• Data-Driven Decisions: Utilize real-time data to inform your marketing tactics, ensuring that every decision is backed by statistics.

Getting Started with a New Workflow:

1. Go to the automation tab, select workflows, and click on “+Create Workflow.” You can either build from scratch or use a pre-existing template.

Implementing a Split Test:

1. Within your workflow, choose the “Split” action from the list.

2. Select “Random Split” as your method of distribution.

3. Rename “Path A” and “Path B” to match your test variables, and set the distribution percentages for each path, making sure the total equals 100%. 
   
   
   
   
   

Modifying Paths:

• You can add additional paths by clicking the “Add Path” button, with a maximum limit of five paths.

• To view performance statistics, click on the “Statistics” button to see how contacts are distributed across paths. Make sure the “Stats View” is enabled to view stats directly in the workflow.

Practical Application:

Let's say you run an online store specializing in running shoes and are uncertain between two email subject lines: "Fuel Your Run with the Ultimate Shoe" and "Unleash Your Speed: Our Game-Changing Shoes."

Solution: Use the Random Split action to segment your mailing list, sending 75% of recipients the "Fuel Your Run" email and 25% the "Unleash Your Speed" email.

Result: Track critical metrics such as website visits and sales for each segment. After evaluating the data, you’ll identify which subject line resonates better with your audience, guiding your future campaigns.

Troubleshooting and Common Questions:

• Q: What if the total percentage for all paths isn’t 100%?

  • A: Adjust the distribution percentages so they add up to 100% to ensure your workflow functions correctly.

• Q: Can I modify the paths after the workflow is live?

  • A: It’s advisable to finalize all paths before activating the workflow to maintain accurate data tracking and analysis.