A/B testing

A/B testing lets you try different messages within a single campaign. You configure it on a send message step by adding variants, each pointing at a different template.

How variants are assigned

Each variant references a template and carries a positive weight. When a contact reaches the step, they're assigned a variant with probability equal to that variant's weight divided by the sum of all the variants' weights. Equal weights give an even split; a heavier weight sends that variant to a larger share of contacts.

Steps with no variants

A send step that has no variants simply sends its single template to everyone who reaches it. You only need variants when you actually want to compare alternatives.

Setting it up

On a send step in the flow builder, add one variant per message you want to test. For each variant, pick a template and set its weight. Save the step and the split takes effect for new enrollments.

Comparing results

Once the campaign is running, compare how each variant performs in analytics to see which message drives the best delivery and engagement.

Next steps

• Configure the step in the flow builder.
• Create the message variants in templates.
• Measure the outcome in analytics.