The Percentage split rule allows you to A/B test different paths or distribute contacts between two branches of an automation. This helps you compare performance differences, balance traffic between different actions, or randomly distribute contacts for purposes like games or giveaways.
How does a percentage split work in an automation?
When a contact reaches a percentage split, they will be randomly assigned to one of the two branches based on the specified percentages. Contacts will then proceed through different steps based on the branch they are assigned to.
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This example works as follows:
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Adding a percentage split to an automation is useful for several use cases, such as:
Test two messages or strategies to see which one performs better. Once you know which works best, you can pause the losing branch and direct new contacts to the winning one.
Assign different percentages to branches based on your goals. For example, send 80% of contacts through a regular offer and 20% through a special promotion. This way, you can test the special offer with a smaller group and adjust the percentage based on the results.
Control the flow of contacts to prevent overloading your resources (e.g., server or website), which could lead to delays or crashes. For example, send 70% of contacts through a simpler path and 30% through a more complex one to reduce strain on your system. If needed, you can gradually adjust the percentage to balance the load as traffic fluctuates.
You can use percentage splits to test different timings or cadences for your messages. For example, send 60% of contacts an email right away and 40% after a 24-hour delay. This helps you understand the impact of timing on engagement and optimize your outreach strategy.
Add a percentage split to an automation
To add a percentage split to an automation:
- In an automation created using the new editor, open the Rules tab.
- Add the Percentage split step where you want to create the split. You can add it at the end of the sequence or insert it between existing steps.
💡 Good to knowIf you insert a percentage split between existing steps, the steps below the split will automatically be placed in Branch A. You can move them to another branch manually if needed.
- (Optional) Click Add branch to add more branches to the split.
✅ Plan availabilityAdding more branches to a percentage split is available only on the Professional or Enterprise plans, where you can create up to 10 branches. For more information, check our pricing page or get in touch with our Sales team. -
Adjust the percentage of the branches so that the total equals 100%.
💡 Good to knowIf you've added more than two branches to the split, you can activate the Evenly distribute contacts option to automatically set the percentage of each branch evenly.
- Click Save to save the split.
That's it! You've configured your percentage split. Now, continue adding steps to its branches.
Pause or resume a branch in a percentage split
Pausing a branch sets its percentage to 0%. New contacts will be directed to the other branch, but any contacts already in the paused branch will continue moving through it. When you resume the branch, new contacts will start entering it again.
- Click the Percentage split step in your canvas.
- Next to the branch you want to update, click the pause icon ⏸️ or the resume icon ▶️.
- Adjust the percentage of the branches so that the total equals 100%.
💡 Good to knowIf you've added more than two branches to the split, you can activate the Evenly distribute contacts option to automatically set the percentage of each branch evenly.
Review the report of a percentage split
The percentage split report displays aggregated performance data for each branch of the split across all message steps. Analyze the results and compare the performance of each branch in the percentage split to determine which one to keep.
- Go to the Activity tab to access your automation statistics and email report.
- Select the date period you want to view statistics for. If you don't want to change the date period, refresh the statistics to ensure you view the most recent numbers.
- From the percentage split step, click View performance.
- Analyze the results and compare the performance of each branch in the percentage split. You can click Show Details to view performance metrics for each message step.
💡 Good to knowIf a message step was moved from one branch to another, its entire performance history will appear under its current branch. - (Optional) Go back to the automation canvas and delete the branch with the lower performance.
Delete a percentage split or a branch from an automation
To delete a percentage split or a branch from an automation:
- Click the three dots icon next to the percentage split and select Delete.
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Choose which branch you want to keep or delete.
- Click Delete percentage split to confirm.
⏭️ What's next?
- About the new automation editor
- Available triggers, actions, and rules in an automation
- Add a conditional split to an automation based on contact details and behavior
🤔 Have a question?
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