Workflow Step: "A/B Testing"
S
Shi Hui
Business Problem:
Currently, there is no native way to split contacts randomly within a workflow. This makes it difficult to perform A/B testing for message variations, workflow paths, or experimental logic. Users who want to compare performance across different flows must manually create workarounds, which are inconsistent and hard to scale.
Desired Outcome:
Introduce a dedicated A/B Testing workflow step that can randomly divide contacts into two (or more) groups.
Current Workaround:
Randomly distribute contacts into two (or more) groups by calling a 3rd party random number generator:
- Add an HTTP Request step that is calling any API endpoint that generates a random number (for example, 1 or 2).
- Add Step Branch and use the returned value to create conditional branches:
- If the response = 1, follow Branch A
- If the response = 2, follow Branch B
- Build different workflow paths on each branch to run A/B tests.
Srivhiinesh Muniandy
I would like to add that, this will help the adoption of AI, some customers may not trust AI to the extent of allocating all contacts to be communicated by the it. Giving them the option to test will help, 50% flow to AI will help provide a benchmark of accuracy to the customers of their AI agent. This idea was shared by a lead.