How to use the split action in an automation

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Marketing_Professional_Enterprise

The Split action allows you to create two types of splits within an automation: a conditional split and an even split (traditional A/B split test). This action helps you create powerful marketing and sales automations and adds a new level of flexibility to communicate with your customers. 

Take note

  • For contacts to participate in a split action, they must first encounter the action in an automation. Once a contact heads down one path, that is their only path. They cannot re-enter the split and proceed down the other path
  • Once a split action is in progress, it cannot be edited
  • If adding the action to an “Active” automation, make sure to set the automation to “Inactive” first. Once you’re done editing the automation, set it back to “Active” so contacts can continue to enter your automation and proceed through your workflow

Create a conditional split within an automation

This split sends contacts down “Path A” until a condition(s) you set is met, then sends all new contacts down “Path B.”

Use case example: You wish to send a special offer to the first 100 contacts that complete a specific action, then send a different offer to everyone else who completes that action.

To add this action to your automation:

  1. Click Automations on the left menu.
  2. Edit or create a new automation
  3. Click "Conditions and Workflow" on the right pane, then drag the "Split" action to your automation. 
  4. A modal window will appear. Click the "Conditional Split" option
  5. Set the conditions for your split:
    split_action_conditions_modal.jpg
    • Select one of the two conditions presented in the modal. You can choose "X number of contacts have been sent to Path A" or "Current Date is"
      • If using X total contacts:
        • Click the sample number and update it to the number you want to use
        • Click the "Have been sent to Path A" to choose the "Path A" option or "Have completed a goal," then use the Segment Builder to set the goal conditions. Note that this does not need to be a goal created with the Goal action
      • If using "Current Date is":
        • Click the "Current date is" option
        • Click the date link provided
        • A modal window will appear. Select a date, time, and time zone from the calendar
  6. Click the “Apply” button.

Create a split test within an automation

An even split determines a winning path within an automation and can be considered an A/B split test.

This split type sends contacts down each path evenly until the split has concluded. For example, Contact 1 will go down Path A, Contact 2 will go down Path B, Contact 3 will go down Path A, Contact 4 will go down Path B, and so on.

At the conclusion of the split, a winning path is determined based on the conditions you set.

Use case example: You want to see which automation email performs better or which marketing or sales approach works best.

  1. Click Automations on the left menu.
  2. Edit or create a new automation
  3. Click "Conditions and Workflow" on the right pane, then drag the "Split" action to your automation. 
  4. A modal window will appear. Click the "Even split" option
  5. Set the rules for your Split action:
    Even_split_conditions.jpg
    • Select one of three options presented in the modal, you can choose from:
      • Never, split indefinitely - selected by default. This split never concludes, and a winning path is never determined. All contacts that encounter this action are distributed evenly between each path for as long as the automation is active
        • If using this option, click the "Apply" button to finish configuring this action
      • X total contacts have been split. This split runs until X total contacts have been evenly split. You will define the number of contacts that will be evenly split between both paths. You also determine if this is just a split or contacts must complete a goal. Once the split concludes, a winning path is determined based on the conditions you set. The winning path is the path with the most contacts that meet your condition(s). If there is a tie when determining the winning path, “Path A” will be declared the winner

        Note that several contacts can run through the Split action that uses a goal before it concludes. For example, if you set the split action so that 300 contacts must complete a goal before the split test concludes, 500, 3,000, or 100,000 contacts can run through this split action. The split will only conclude when 300 contacts have completed the goal
        • If using this option:
          • Click the sample number and update it to the number you want to use
          • Click the "have been split" link, then choose from "have been split" or "have completed goal" 
          • If using "Have completed the goal," click the "Specify conditions" option, then use the Segment Builder to set the goal conditions. Note that this does not need to be a goal created with the Goal action
      • Current date is. This split concludes on a date and time you specify. Once that date and time are reached, the split will end, and the winning path will be determined. The winning path is the path with the most contacts that meet your condition(s). If there is a tie when determining the winning path, “Path A” will be declared the winner.
        • If using this option,  
          • Click the "Current date is" option
          • Click the date link provided
          • A modal window will appear. Select a date, time, and time zone from the calendar
  6. When finished configuring the Split action, click the "Apply" button. 

Click here for in-depth information on Split actions in automations.

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