A Conditional Split is a component in the Visual Flow Builder that creates two distinct paths in a flow, branching based on defined characteristics of your recipients.
This component is helpful if you want to create a single flow but then curate different content for recipients based on what you already know about them (e.g. gender, location, past purchase history etc.).
For example, for a welcome series, you can use a conditional split to branch your flow based on whether or not a subscriber is already a customer. You may want to customize your content for new subscribers you want to convert to first-time buyers versus those that have already purchased from you in the past.
Add and Configure a Conditional Split
To add a new conditional split into a flow series, drag the Conditional Split component from the sidebar and drop it where you would like to create this split. After you drop the conditional split into your flow, you will automatically see a YES and NO path appear below it.
If you insert a Conditional Split midway into a flow, by default all components below that point will be placed on the YES path. If you'd like to automatically swap all components on the YES and NO paths of your split, click the settings icon (three dots) and choose Flip Split.
In the lefthand sidebar, you will be able to define the logic for your conditional split. The workflow here is the same as what you will find in the Segment Builder and when configuring flow filters:
- What someone has done (or not done)
Here, you can choose from any activity tracked by Klaviyo -- we call all activities "events" or "metrics." To see a list of all metrics being tracked in your account, click here.
- Properties about someone
Here, you can choose to segment based on attributes associated with profiles in your account -- custom properties can be assigned via an integration, or you can add properties to profiles manually.
- If someone is in or not in a list
This option is great if you want to combine two or more lists or create a segment of a specific list, which is a best practice when sending campaign emails.
- Random Sample
Use this option if you want to A/B test two unique paths in your flow. If you select, for example, to "Only include 50% of people", every recipient entering your flow has a 50/50 chance of going down the YES or NO path of this split.
As you set the conditions for your split, keep in mind recipients that meet your conditions will go down the YES path and those that don't meet the conditions will go down the NO path.
Using Conditional Splits for A/B Testing
With the "Random Sample" option within a conditional split, you can begin running tests on sequences of email instead of just A/B testing individual emails.
Here are some ways you may want to use a random split to test and optimize sequences in your flow:
- Find the right cadence by testing the timing between emails
If you are concerned you are sending automated emails too close together or too far apart, start to test out an alternatively timed sequence on 20-50% of those entering your flow. Toggle on "Show Analytics" to compare these paths side-by-side to see if your test path resulted in higher engagement.
- Determine if discounting is needed to drive conversion rates
You may wonder if providing a discount, or sending recipients down a full discount ladder, is necessary in a given flow. Use a Random Split where 20-50% of recipients go down a path with a discount offer, and the rest get the same content with no offer included. If you're seeing significant conversion gains when you provide an incentive, this can validate a decision to stick with discounting as a strategy.
Rejoining Conditional Splits
After you've performed your test, if you want all customers to rejoin the same path, select the rejoin icon and drag it to where you want them to rejoin in the flow.
If you change your mind and want to disconnect the flows, select the rejoin icon and then choose disconnect.
View Conditional Split Activity
When individuals enter your flow, they will automatically be queued in the Waiting tab for the first step only. When an individual reaches a Split in a flow, they will wait at this split until the scheduled evaluation time arrives. After a recipient is evaluated at a split, they will be scheduled down the YES or NO path as appropriate.
Just as you can click on any email and see who's waiting to receive it -- along with the scheduled time the email will send out -- you can click on any conditional split and see who is queued to be evaluated, along with the scheduled time for this evaluation. Recipients are scheduled for these components based on the time delay directly before them.
If you select any conditional split, in the lefthand sidebar you will see a snapshot count of how many people are waiting and how many have been evaluated YES and NO.
To dive deeper into these statistics and view those who fall into these buckets, click View all Activity. You will be taken to an Evaluation Activity page. To return to the main flow canvas, click Done in the upper righthand corner.