In digital marketing, small changes can create big improvements. Whether it’s an email subject line, message timing, or content format — testing ensures that you deliver the best possible experience to every customer.
Salesforce Marketing Cloud (SFMC) enables marketers to perform A/B testing directly inside Journey Builder using the Random Split and Decision Split activities. This blog explains how A/B testing works, how to set it up, and how businesses use it to improve performance across customer journeys.
What is A/B Testing in Journey Builder?
A/B Testing in Journey Builder allows you to compare two or more variations of a message, path, or customer experience. Customers are randomly distributed across these paths, and marketers compare which version performs better.
Example: Send half your audience Email A with a subject line “50% Off Today!” and the other half Email B with “Exclusive Offer Inside!”. Compare open rates, clicks, and conversions — then use the winning version in the future.
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Why A/B Testing is Important in SFMC
- Improves open and click-through rates
- Optimizes customer journeys based on real behavior
- Validates marketing ideas with data, not assumptions
- Enhances personalization and messaging quality
- Increases overall ROI from campaigns
Where is A/B Testing Used in Journey Builder?
A/B testing can be applied at multiple stages inside a journey:
| Stage | What Can Be Tested? | Example |
|---|---|---|
| Email Messages | Subject line, CTA, content, images, timing | “Buy Now” vs “Shop Today” CTA |
| Push Notifications | Message text, personalization, emojis | “Your order is ready!” vs “Your order is waiting 🎁” |
| SMS Messages | Length, link placement, tone | Short SMS vs detailed SMS |
| Wait Times | Timing of follow-ups | Send after 2 hours vs after 24 hours |
| Path Logic | Journey structure flow | Two-step flow vs three-step flow |
Types of A/B Testing Tools in Journey Builder
1. Random Split Activity
The Random Split activity is used for true A/B testing. It divides customers randomly across multiple paths.
Example: 50% receive Email A 50% receive Email B
2. Decision Split Activity
This is not random — segmentation is based on rules or customer data. Although it's not a true A/B test, it allows comparison between different customer groups.
Example: Users with “High Engagement” get Email A Others get Email B
How to Set Up A/B Testing in Journey Builder
- Open Journey Builder and create or edit a journey.
- Add Entry Source, such as DE Entry or API Event.
- Drag the Random Split activity onto the canvas.
- Choose the number of paths (e.g., 2 for A/B, or up to 10 variants).
- Set the split percentage for each path.
- Add different Email/SMS/Push messages for each path.
- Publish and activate the journey.
Tip: Use larger sample sizes for more accurate results.
Real-Life A/B Testing Use Cases
E-commerce Store – Increase Add-to-Cart Rate
A fashion brand wants to re-engage users who browse products but do not make a purchase. They create two versions of their push notification:
- Variant A: “Your favorites are waiting 🛍️”
- Variant B: “Get 10% OFF on your next purchase!”
After the test, Variant B resulted in 35% more conversions.
Banking App – Reduce Drop-offs
A bank tests two onboarding email sequences:
- Flow A: 3-step onboarding emails
- Flow B: 1 detailed welcome email + reminder
Journey Builder analytics showed Flow B produced better activation rates.
Travel Company – Improve Notification Timings
A travel app tests:
- Send travel reminders 24 hours before travel
- Send reminders 48 hours before travel
They discovered users prefer 48 hours notice — resulting in fewer support calls.
How to Measure A/B Test Results
SFMC provides metrics inside Journey Analytics:
- Open rate
- Click-through rate (CTR)
- Conversion rate
- Bounce rate
- Unsubscribe rate
- Revenue impact (if e-commerce)
Best Practices for A/B Testing
- Test only one variable at a time
- Use a statistically significant audience size
- Let the test run long enough for accurate data
- Personalize where possible
- Use Journey Goals to measure success
- Apply the winning variation to future journeys
Start Your Salesforce Marketing Cloud Career Today
At Peoplewoo Skills, we provide live, expert-led training on Salesforce Marketing Cloud — covering real-world use cases in Mobile Studio, Journey Builder, and Automation Studio. Our step-by-step guidance helps you master SMS, push, and mobile marketing automation.
Why Learn SFMC with Peoplewoo Skills?
- Certified instructors with real industry experience
- Live training with 4 months of access to practice environments
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- Capstone projects and real-life use cases
- Beginner-friendly training structure
- Free demo class to help you get started
Frequently Asked Questions (FAQ)
Conclusion
A/B Testing inside Journey Builder helps marketers understand what works and what doesn’t — based on real user behavior, not assumptions. With powerful tools like Random Split, Decision Split, and Journey Analytics, Salesforce Marketing Cloud makes optimization simple and effective.
To learn A/B testing, Journey Builder, and all essential modules of Salesforce Marketing Cloud, join Peoplewoo Skills live training or our online learning programs designed for beginners and professionals.
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