A/B testing and split testing Flows

RightMessage gives you two ways to test variations in your flows: Flow A/B Testing for testing entire flow structures against each other, and Random Split Nodes for rotating different offers across visitors.

Flow A/B Testing

Flow A/B Testing lets you test different versions of an entire flow. You might test different question ordering, shorter vs. longer flows, different CTA placements, or completely different flow structures. RightMessage tracks statistical significance automatically and tells you when there's a clear winner.

Create a Flow A/B Test

1. Open the flow you want to test in the Flow Builder

2. Click Run A/B Test in the toolbar

3. RightMessage creates a complete copy of your flow as Variant A

4. Use the tab switcher at the top to switch between Control (your original) and Variant A

5. Edit the variant however you like: reorder questions, add or remove steps, swap offers

6. Click Start Test when you're ready

You can add up to 4 variants by clicking the + button next to the variant tabs. Traffic is split evenly across all variants (including the control).

Reading your results

While a test is running, RightMessage tracks these metrics for each variant:

• Exposures: unique visitors who saw this variant

• Completion rate: percentage of visitors who finished the flow

• Conversion rate: if your flow has offers or forms, this is the primary metric

• Average duration: how long visitors spend in the flow

• Drop-off rate: visitors who abandoned the flow

You'll see a confidence indicator for each variant:

• Green (95%+ confidence): statistically significant result

• Yellow (80-94%): trending but not yet conclusive

• Gray: not enough data yet

RightMessage also estimates how many more days the test needs to reach significance based on your current traffic.

End a test and pick a winner

1. Click End Test when you have enough data

2. Choose the winning variant (or keep the original control)

3. If you pick a variant, its flow structure replaces the original in your draft config

4. Publish to make the winning flow live

Where to see your tests

Active and completed tests appear in the A/B Testing section of your dashboard. You can filter by test type (Flow, Question, or Offer) and status (Running, Draft, or Completed). The dashboard also shows a summary widget for any active tests.

Random Split Nodes

Random Split Nodes let you rotate different offers or paths across visitors on each page view. Unlike A/B testing, this isn't about finding a winner. It's for when you want to show different content to different visitors on an ongoing basis.

For example, you might use a random split to round-robin between two different lead magnet offers, or to distribute traffic evenly across different product recommendations.

Add a random split to your flow

1. In the Flow Builder, add a Random split node

2. Choose how many paths you want (2 or more)

3. Add different offers, forms, or redirects to each path

4. Publish your changes

Each visitor gets randomly assigned to one of the paths on each page view. You can check individual offer performance from the Offers section to see how each is doing.

Don't forget to publish your changes! Any changes you make in RightMessage won't go live on your website until you click Publish to website.