A/B Testing & Branching Flows

A simple drip is a straight line of steps. For more control, a campaign's flow view lets you branch — including A/B split tests — so different customers can take different paths.

Node types in a flow

Send — an email or SMS message
Wait — pause for a set number of minutes before the next node
Condition — route customers based on what they did: opened, clicked, replied, or paid an invoice (or took no action after X minutes). Yes goes one way, no goes another.
Split — an A/B test. Customers are randomly assigned across branches by weight (e.g. 50/50), so you can compare two versions of a message.
Goal — a terminal node; reaching it completes the customer's enrollment

Running an A/B test

Use a Split node:

In the flow, add a Split node
Give it two (or more) branches with weights — 50/50 for an even test
Point each branch at a different Send node (e.g. two subject lines or two bodies)
Each enrolled customer is randomly routed down one branch by weight

Customers only ever see their assigned branch, never both.

What's worth testing

Subject line (same body, different subject)
Message length — short vs. detailed
Call-to-action wording
Channel — email vs. SMS for the same nudge

Change one thing at a time so you know what moved the needle. Give it enough volume before drawing conclusions — low-traffic campaigns take longer to show a clear winner.

Conditions vs. splits

A Split decides the path randomly (for testing).
A Condition decides the path by what the customer actually did (opened, clicked, replied, paid). Use conditions to skip people who already converted.

FAQ

Where is the flow view? Open a campaign and switch to its flow/builder view. Branching campaigns require the Business plan, like all drip features.

Do simple campaigns need a flow? No — a plain sequence of steps works fine. Reach for the flow only when you need waits, conditions, or A/B splits.

Can a split have more than two branches? Yes — add multiple weighted branches. Two or three is usually plenty.