Add an A/B Test Node

Optimize conversion rates with A/B testing. By tracking an analyzing how customers interact with the journey, SAS Customer Intelligence 360 can help you understand what content is the most effective.

To add a node for path testing:

1. Click next to an existing node.
2. Select A/B Test.

   The new A/B Test node appears in line with the existing node.

   You can also drag a new A/B Test node onto the journey canvas from the Node Menu.

3. Double-click the new A/B Test node to configure it.

By default, the A/B Test node creates two paths and sets Analysis Period to 24 hours.

When configuring the A/B Test node:

• You can edit the name of the test node and set a hypothesis. A hypothesis summarizes the purpose of the test.
• Click to add a new path. A test can have up to 5 path variants, not including the holdout path.
• You can edit the path names and distribution. Unique path names help distinguish each path variant.
• Choose whether to designate a champion path. A champion represents a baseline for the test.
• Choose whether to use a holdout path for your test.
• Designate a baseline conversion rate for the test.
• Define success conditions for the test. Success conditions represent the behavior that the test measures (such as a purchase made or an app downloaded). The default setting is to use the journey's success conditions, if one is defined, or you can set up different success conditions for the test. You can use an audience and up to five events as success conditions. For more information about defining success conditions, see Set Up Engagement Metrics.
• Click Test Settings to customize the confidence threshold, lift threshold, and minimum detectable difference values.
• In Test Completion Notifications, provide email addresses to receive a notification when the test completes.

Double-click the Analysis Period node to designate a different period of time for the test. The minimum is an hour, and the maximum is seven days. Set enough time for customers to interact with the touchpoints in the test. If a customer meets a success condition while in the Analysis Period node, that is counted as a success for the test.

Click next to each path to add nodes.

• Add touchpoints for each test path.
• Add any Wait points that are needed between touchpoints.
• Add an End node at the end of each test path.

For information about test results, see Checking the Results of a Scheduled Journey Path Test.