Split Test Nodes

Split Test Nodes let you divide supporters between two branches to compare different journey approaches.

Use them to test messaging, channels, timing or stewardship without creating separate Pathways.

For example, you could compare:

Select the point in your Pathway where you want to divide supporters and choose Split Test.

The node creates two branches and distributes supporters between them. You can then build a different experience on each branch.

For example, one branch could send a WhatsApp message while the other sends an SMS, or each branch could use a different version of the same email.

Start with a clear question you want the test to answer.

Where possible, change one main thing between the branches, such as the channel, message, timing, call to action or stewardship approach.

Keeping the difference focused makes it easier to understand what caused any change in performance.

Split Tests can be combined with other Journey Builder nodes, including Delays, Conditions, Quick Actions and communication touchpoints.

Use Quick Actions to add a different tag to each branch where you want to identify the groups later.

For example, you could tag one branch WhatsApp Test and the other SMS Test.

This makes it easier to compare wider outcomes such as fundraising performance, registrations or later supporter behaviour, not just the immediate communication results.

See our Quick Actions and Tags guides for more information.

Journey Builder lets you compare how each branch performs.

Depending on the touchpoints used, you can review engagement and journey performance such as sends, opens, clicks, unsubscribes and progression through the branches.

Tags and exports can also be used to compare longer-term outcomes between the test groups.

Split Tests work best when they are built around a clear question.

For example:

Once you understand which approach works best, you can use that learning to improve the wider supporter experience.