The A/B Test action in ZipLeads lets you compare different paths in a workflow to find out which sequence works best. You can split contacts evenly across several paths and measure conversions against a goal. ZipLeads then works out the winning path for you. Once you have the results, you can send future contacts down the winning path or keep testing.
What is the A/B Test action in workflows?
The A/B Test action lets you compare 2–10 workflow paths using a shared conversion goal. Contacts are split evenly across the paths. ZipLeads tracks how each path performs to find the one with the highest conversion rate.
The standard Split action only divides contacts between paths. A/B Test also gives you conversion tracking, winner selection and options for routing contacts after the test.
Key benefits of A/B testing
A/B testing helps you make decisions about your automated follow-up based on real data. Instead of guessing which approach works best, you can compare actual conversion results. You can then optimise how contacts move through your workflows.
Compare multiple paths: Test 2–10 workflow variations, with contacts split evenly between them.
Measure conversions: Track performance using goal events or custom conditions that define a successful outcome.
Identify winning paths: Automatically find the best-performing variation based on conversion percentage.
Optimise contact routing: Send new contacts to the winning path, or keep splitting them evenly after the test ends.
A/B Test settings
The A/B Test action has settings for your paths, what counts as a conversion, how long the test runs and what happens when it ends. Knowing these options helps you design a useful comparison and manage how contacts are routed.
Setting | Description |
Action Name | Enter a name to identify the test in your workflow. |
Paths | Set up 2–10 paths. Contacts are split evenly across the available paths. |
Winning Criteria | Choose the conversion goal used to judge each path. |
Test Length | Choose when the test should end: after a number of contacts enter, after a number of goal completions, or at a date and time. |
After the Test Ends | Choose whether new contacts follow the winning path or keep being split evenly. |
Winning criteria
Winning criteria decide what counts as a conversion for each path. Pick an event or condition that matches the outcome you want to improve, such as booked appointments, email engagement or completed payments.
Criteria | Description |
Goal Event | Measure conversions using events such as Email activity, Clicked a trigger link, Appointment status, Form submitted, Payment received or Invoice paid. Select the relevant item when prompted. |
Custom Condition | Define a conversion using contact fields or custom field conditions, such as a lead qualification status. |
Important: Winning criteria measure whether contacts convert. They don't decide which path a contact enters.
Test length
Test length decides when ZipLeads ends the comparison and picks the winning path. Choose an ending condition based on how much data you want to collect or how much time you have for testing.
Option | Description |
Total Contacts Entered | End the test after a set number of contacts enter the A/B Test action. |
Goal Completions | End the test after the set number of goal completions. |
Date and Time | End the test at a set date and time, using your account's time zone. |
For example, you can set the test to end after 200 contacts have entered.
After the test ends
Once a winner is found, you can choose how the workflow handles new contacts. You can automatically use the most successful path, or keep the original split while you review the results.
Option | Behaviour |
Send New Contacts to the Winning Path | New contacts follow the path with the highest conversion rate. Contacts already in other paths finish their existing sequences. |
Keep Splitting and Show the Result | New contacts keep being split evenly, and the winning path is shown in Statistics. |
When you choose winner routing, the winning path shows a Winner badge on the workflow canvas and the other paths appear muted.
How to set up an A/B test in a workflow
To set up an A/B test, you configure the paths, choose one conversion goal and decide when the comparison ends. This makes sure every path is judged using the same winning criteria.
Go to Automation > Workflows and open an existing workflow or create a new one.
Click the + icon (add action) in the workflow builder and select A/B Test.
Enter an Action name, then set up 2–10 paths using Add path. Rename the paths if you need to.
Under Winning Criteria, select Goal event or Custom condition and set up the conversion goal you want.
Under Test length, choose when the comparison should end.
Under After the test ends, choose Send new contacts to the winning path or Keep splitting and show the result.
Click Save action, add the actions you want to compare under each path, then save or publish your workflow.
A/B Test statistics and winner selection
The Statistics tab shows how each path performs against your conversion goal. Comparing entrants, conversions and conversion percentages helps you find the most effective variation.
Metric | Description |
Path | Name of the workflow path being tested. |
Entered | Number of contacts that entered the path. |
Converted | Number of contacts that completed the conversion goal. |
Conversion % | Percentage of contacts in that path who converted. |
Winner | Shows the path with the highest conversion rate once a winner is selected. |
The conversion percentage is worked out like this:
Conversion % = (Converted ÷ Entered) × 100
Declaring a winner
A winner is chosen when the test-ending condition you set is reached. You can also end the test early using Declare winner in the Statistics tab.
ZipLeads picks the path with the highest conversion percentage. If more than one path ties for the highest rate, the first of those paths is treated as the winner.
Resetting an A/B test
Resetting an A/B test lets you run a new comparison after you've reviewed the previous results. This is handy when you want to test updated messages, follow-up sequences or different approaches.
Use Reset test in the A/B Test action to get ready for a new comparison.
Important: Saving after a reset clears the previous test results. Contacts who come back to the test may also enter a different path from the one they followed before.
Frequently Asked Questions
Q: Can I compare email and SMS sequences in the same A/B test?
Yes. Each path can contain a different mix of workflow actions, such as emails, SMS messages and waits. Use a conversion goal that measures the outcome you want across all paths.
Q: Do all A/B test paths use the same winning criteria?
Yes. The A/B Test action judges its paths against the winning criteria set for that test, so you can compare variations using the same goal.
Q: Why do paths sometimes show different numbers of contacts?
Contacts are meant to be split evenly, but the actual numbers in each path can vary. This is more likely when only a small number of contacts have entered the test.
Q: Can I measure lead qualification using custom fields?
Yes. Select Custom condition under Winning Criteria and set the contact or custom field conditions that show a qualified lead.