In an automated campaign, you can create variations at a certain stage to test different communication sequences and see which elements generate more results. In the campaign, you insert a junction to separate your campaign in 2 branches (variations) or more. These variations are used to test which version best performs. It is possible to create as many variations as you need.
A variation could involve aspects like the content or the channel. In a test of this kind, limit the differences you bring to your communications since too many disparities between messages will make it impossible to attribute success to one item. Stick to one differentiator per communication.
This way, you can evaluate different sending sequences to choose only the one that pays the most, based on different selection criteria like the click-through/delivery rates, open rate or churn rate.
Step 1: Add a Split
Start by determining the point where you campaign will separate in 2 versions or more. Add a split at this place:
A split is the junction point that separates the versions. If you are in a recurrent campaign, you can use an A/X Split. For an exclusive, you can use an A/X Test.
| A/X Split | This method allows you to create several variations and distribute a percentage of the targeted contacts to them. The sum of the percentages of contacts targeted by the A/X Split node is 100%. During the test period, all contacts entering the node are randomly distributed among the different variations, depending on your configuration. When you select a winning variation, all new contacts entering the node are redirected to that winning variation. Other variations are disabled. |
| A/X Test | This method allows you to create several variations and distribute a sample of contacts to them. You can target a fraction of incoming contacts (ex: 20%) while the rest of the contacts (ex: 80%) are put on hold for a winning variation selection. Only the sample of contacts is randomly distributed among the different variations during the test period, depending on your configuration. When you select a winning variation, other contacts on hold are redirected to that winning variation. Other variations are disabled. |
These templates contain variations such as the sending time and the message content.Step 2: Configure the Variations
An A/X Test or A/X Split is composed of variations that correspond to branches containing the actions you will insert. You must configure these variations before activating the campaign.
Variations Weight
The weigth for a variation (in percentage) is the probability that a contact passes through the variation compared to the others. Since this is a probability, the number of contacts per variation may not correspond exactly to the percentage, since it is not a case-by-case attribution. You must balance the variations to obtain a total of 100%.
By default, you have 2 variations with a weight of 50% each. You can edit this weight. You can also add new variations. An exit point will be added for each variation.
By default, 2 variations are created with a weight of 10% each. Adjust the weight if this 10% allocation does not suit you. Be sure to balance all your variations so that the assigned weight corresponds to the contact sample you want to test. Contacts that are not part of the samples will be put on hold until the winning variation is selected.
Selecting of winning variation (configuration)
In the edition, configure the winning variation selection. Two selection modes are available: manual or automated. You will find precisions on how to manually select the winning variation once the campaign is activated.
→ Manual selection
When your campaign is activated and has been running for some time, you must return to the interface to choose the winning variation of your A/X testing. |
→ Automated selection
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Step 3: Select the Winning Variation
Automated selection
Lorsque la campagne est activée, il est impossible de modifier la configuration de la sélection automatique. Cependant, vous avez toujours la possibilité d’effectuer une sélection manuelle si vous le désirez.
Lorsque la sélection automatique sera effectuée par le système, la variation gagnante sera sélectionnée et les autres variations seront désactivées. Seulement la branche de la variation gagnante traitera des contacts.
Manual selection
Manual winner selection is very similar between the A/X Split and A/X Test.
- Double-click the A/X testing node in the scenario to open the right editing panel.
- Click the trophy on the right of the Selection of winning variation in the edit panel.
- In the popup, some key result information is presented. Take some time to analyze before making your choice. See the legend for more details.
- Select the winning variation by clicking the radio button at the left of the variation (7). The selected variation will be displayed in blue in the editing panel for reference. Other variations will be disabled. Only the winning variation branch will now process contacts. For A/X Test, at runtime, only the winning variation branch will process pending contacts.
| 1 | Indicators on which to base your choice of winning variation. |
| 2 | Channels whose results you want to be displayed. |
| 3 | Button (arrow) to open the detailed results, by message and for each variation. |
| 4 | Message performance. Once a message is opened, its performance is visible. |
| 5 | Average of the selected indicator, and that which mainly serves as a decision-making basis, is found under the name of the variation. |
| 6 | Winning variation that is indicated in apple green and by the trophy icon. |
| 7 | Radio button to select the winning variation, which will be identified by a pale blue background. |
If contacts have not finished proceeding through the variation that has not been selected and which then becomes inactive, they will still finish the sequence and will not be stopped. By choosing a winner, it indicates that no new incoming contacts will be able to pass through the inactive branch.