A/B Test Action: Compare Workflow Paths and Route Contacts to the Winner

What’s new?

You can now compare different paths within a workflow using the new A/B Test action. Split contacts evenly across 2–10 paths, choose what counts as a conversion, and set when the test ends. Once a winner is identified, send new contacts to that path or continue splitting evenly while reviewing the result.

Why this matters

Different messages and follow-up sequences can produce different outcomes. A/B Test lets you compare those variations within one workflow, measure each path against the same goal, and use the result to decide how future contacts should be routed.

How it works

Go to Automation > Workflows > Add action and select A/B Test. Name the test, then configure:

• Paths: Add 2–10 paths and build the actions you want to compare under each one. Contacts are split evenly across the paths.
• Winning criteria: Choose a goal such as email activity, appointment status, a contact tag, or payment received, then select the relevant emails, calendar, tag, or product. You can also use a custom condition based on contact or custom fields.
• Test length: End the test after a specified number of contacts enter, a number of goal completions, or a selected date and time.

Choose what happens after the test ends

• Send new contacts to the winning path: Future entrants follow the path with the highest conversion rate. Contacts already in a path finish their sequence.
• Keep splitting and show the result: Continue splitting contacts evenly while the winner is marked in Statistics.

Review performance

Open Statistics to view entrants, conversions, and conversion percentage for each path. Once you have enough data, click Declare winner to end the test early. The path with the highest conversion rate is selected as the winner.

Common use cases

• Consultation bookings: Compare a direct invitation against a benefits-led follow-up sequence.
• Email engagement: Compare messages using clicks on selected workflow emails.
• Lead qualification: Compare nurturing paths using a qualification tag or custom field condition.
• Payment conversion: Compare reminder sequences against completed payments.

Additional notes

• A/B Test is separate from the Split action. Its goal measures conversions; it does not determine which path a contact enters.
• With winner routing selected, the canvas displays a Winner badge and mutes the other paths.
• If paths tie, the first path is treated as the winner. Date-based tests use the account’s time zone.
• Reset test lets you run a new comparison. Saving after reset clears previous results, and returning contacts may take a different path.