Action - A/B Test
The A/B Test action randomly splits people into two or more paths in a Flow.
This action is best used if you want to A/B test a multi-step flow – for instance, sequences of emails. If you'd wish to run a standard single email A/B test (e.g., to figure out which subject line has a higher open rate) it's best to use the A/B test feature in Broadcasts (coming soon).
Click on the step to configure it. By default, the A/B Test is split into two equal groups – Variant A and B. This means that 50% of the people (randomly chosen) will flow into Variant A and 50% will flow into Variant B. However, you can change this if you'd like a larger or a smaller portion to continue down a specific path.
Finally, you need to connect both the A and B links to another step:
Activate the Flow and let it run for a certain amount of time before you decide which path/sequence you'd like to keep.
To see the performance of the emails in the flow, click on a specific email step and select the Report tab on the right. Note that the Report tab currently shows metrics from the last 30 days only (we're working on implementing a date picker):
Once you choose the winner variant, simply delete the A/B Test step and the loser path/sequence:
To add more variants to your A/B Test simply click on the "+ Add variant" button. Then, click on "Distribute % evenly" if you wish to create equal groups.
You can distribute the variants however you like. Note that the total sum of all of the variants must be 100%, otherwise, the A/B test will not work properly.
If you wish to delete a variant click on the trash icon.
Finally, make sure to connect all of the variants to another step.
Use the Create HubSpot Deal action step and assign a different owner to each step:
This action is best used if you want to A/B test a multi-step flow – for instance, sequences of emails. If you'd wish to run a standard single email A/B test (e.g., to figure out which subject line has a higher open rate) it's best to use the A/B test feature in Broadcasts (coming soon).
How to set up A/B Test action step?
Click on the step to configure it. By default, the A/B Test is split into two equal groups – Variant A and B. This means that 50% of the people (randomly chosen) will flow into Variant A and 50% will flow into Variant B. However, you can change this if you'd like a larger or a smaller portion to continue down a specific path.
Finally, you need to connect both the A and B links to another step:
Activate the Flow and let it run for a certain amount of time before you decide which path/sequence you'd like to keep.
To see the performance of the emails in the flow, click on a specific email step and select the Report tab on the right. Note that the Report tab currently shows metrics from the last 30 days only (we're working on implementing a date picker):
Once you choose the winner variant, simply delete the A/B Test step and the loser path/sequence:
Creating an A/B Test with more than two variants
To add more variants to your A/B Test simply click on the "+ Add variant" button. Then, click on "Distribute % evenly" if you wish to create equal groups.
You can distribute the variants however you like. Note that the total sum of all of the variants must be 100%, otherwise, the A/B test will not work properly.
If you wish to delete a variant click on the trash icon.
Finally, make sure to connect all of the variants to another step.
Example use cases
Randomly show different Intercom in-app messages
Randomly assign leads to two or more different salespeople
Use the Create HubSpot Deal action step and assign a different owner to each step:
Updated on: 25/03/2025
Thank you!