Split Tests in Workflow Automations

Workflow Split Tests run a series of marketing tactics (email, discounts, Facebook Custom Audiences, etc.) against another series (email only) to help declare a winner. When a split test is complete, view the results, evaluate the impact and choose the winning path for future use.

Create a Split Test

1. Add an action and select the Split Test node
2. Name the split test
3. From the drop-down, select the number of paths to measure against one another
4. Click Save
5. Under each Path A/B/C/D/E, add the node(s) needed to complete the path
6. Select an Action, Decision, or Delay in a nested Split Test Workflow node
7. Toggle the Workflow ON

The Split Test will be activated once you start the Workflow. Each person who enters the Split Test will be randomly assigned to a path. To ensure even distribution, we recommend at least 1,000 people enter the Split Test before a winner is declared.

Split Tests may contain Actions and Delays nodes, but they behave differently than independent nodes. You cannot delete an Action or Delay node within an active Split Test.

Evaluate Split Test Results 

The Results Modal allows you to evaluate the metrics and declare a winner. Keep in mind that you’ll want to have a significant number of people in each variation, especially for email tests. Drip will not calculate the statistical significance of your split test result. To manually declare a winner: 

1. Click the Split Test node
2. Click the Declare Winner button for the winning path 
3. The Workflow will now display only the winning path

Once the winning path is declared, everyone who hits that point in the Workflow will go through the winning path.

People who are currently on a different path will flow into the winning path unless they are waiting at a Delay step. If somebody is waiting on a delay in another path, they will continue down that original path.

Split Test Metrics

• People represent the total number of people in the path 
• Order Conversion is the number of people who went through the path and placed an order within 5 days divided by the number of people in the path
• Revenue per Person is the total number of attributed orders divided by people in the path
• Site Visits is a gross count of sessions 

If revenue and order conversions are not configured, evaluate split test paths in one or more of the following ways.

• Highest total site visits to a URL
• Emails with the highest open rate
• Highest click rate
• Lowest unsubscribe rate

Add a Split Test to an Active Workflow

Before you add a Split Test node to your active Workflow, review the following impacts it will have on the active Workflow.

• No new people will be added to the Workflow and it will be set to the Paused status
• The Split Test and Workflow will not reactivate until the Split Test is saved and the Workflow is on
• Once the Workflow is on again, any new people added to the Workflow will enter the Split Test node

Add a Split Test node

1. In the active Workflow, click to add a node
2. Select Split Test
3. Click Pause and add test
4. Name the Split Test
5. From the drop-down, select the number of paths to measure against one another
6. Click Save
7. Under each Path A/B/C/D/E, add the node(s) needed to complete the path
8. Select an Action, Decision, or Delay in a nested Split Test Workflow node.
9. Toggle your Workflow ON