Split test
Automation mechanicsAlso called: A/B test, split path, multivariate test
A split test randomly divides contacts reaching a point in an automation between two or more paths by weight, so different subject lines, offers or timings can be compared on comparable audiences.
Randomness is the whole mechanism. A split is only informative because the two groups differ in nothing except what you changed, which is exactly what makes it different from an If/Else branch.
The usual mistake is scale. A split test needs enough contacts per path for the difference to mean anything, and most small-list tests conclude that a 4% difference on 60 contacts is real when it is noise. If a week of traffic will not produce a few hundred per path, the test will not answer the question.
The second mistake is testing everything at once. Change the subject line or the send time, not both, or you learn only that something moved.
How it works in FrazzleCRM
- ✓A split step takes weighted paths — 50/50, 90/10, or three ways — each targeting the next step, a specific step, or an End.
- ✓Because it is a step on the map, both variants are visible side by side rather than hidden behind a settings tab.
- ✓Paths rejoin at the ordinary join point unless you deliberately end one, so a test does not have to duplicate the rest of the sequence.
- ✓Tags applied inside a path record which variant a contact received, which is what makes the result analysable afterwards.
Where teams get this wrong
Weighting a split unevenly to be safe and then comparing raw counts rather than rates is the most common way to read a test backwards. Compare per-path rates, and write the weights down.
Common questions
How is a split test different from a conditional branch?
A split is random by weight; a branch is deterministic and based on the contact's data. If you can predict which side someone lands on, it is not a test.
How do I know which variant a contact got?
Tag them inside the path. Without a marker, you can see the aggregate outcome but cannot attribute it.
See it on a real map
Free templates where this shows up as an actual node. Clone one and the diagram runs as the automation.
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Related terms
If/Else branch
An If/Else branch evaluates a set of rules about the contact at the moment the run reaches it and sends them down one of two paths, letting a single automation behave differently for different people.
Tag
A tag is a simple label attached to a contact that records a fact about them — a source, an interest, a state — and which automations can react to, branch on, and use as an exit condition.
Email open and click tracking
Email tracking records whether a recipient opened a message or clicked a link in it — opens via a tiny embedded image, clicks via a redirect — producing the engagement data behind open rates, click rates and behaviour-triggered follow-up.
Or browse all 24 terms — grouped by what part of the funnel they belong to.
Draw it once, and it runs
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