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Path Optimizer Test Activity in Journey Builder
The Path Optimizer activity enables you to test up to 10 variations of a journey path to determine which path performs best. Use a sample from your contacts to test multiple versions of messages, wait times, channels, and message frequencies during an active journey. You can let Journey Builder pick the winner automatically based on email metrics such as opens, clicks, or unsubscribes. Or you can manually choose a winner at any time based on metrics tracked inside or outside Marketing Cloud Engagement. The remaining contacts take the winning journey path.
A museum has an existing journey used to drive engagement and membership renewals. The museum’s membership relationship manager decides to test three aspects of the journey. In the first Path Optimizer test, they set up a two-path test for its first email to determine which email subject line drives the highest numbers of clicks on the member benefits link. For the second email, they include another Path Optimizer test that breaks the audience into three paths. They use this test to test which cadence and message content result in the highest open rate. The final Path Optimizer test divides the journey into two paths, with one path adding in an SMS message reminder to Renew Membership Now. They manually select the winner based on which path results in the most renewals.
- Configure a Path Optimizer Test Activity
Follow these steps to configure the Path Optimizer Test activity in Journey Builder.
