Path Optimizer in Journey Builder
The Path Optimizer activity in Journey Builder helps you test different paths in a journey and optimize customer experiences by automatically selecting the best-performing option based on engagement metrics.
Key Features of Path Optimizer
A/B Testing for Journey Paths – Test different email content, send times, or channels.
Multiple Path Variants – Split your audience into up to 10 different paths.
Performance-Based Winner Selection – Automatically selects the best-performing path based on predefined criteria.
Manual or Auto-Winner Selection – Choose whether SFMC picks the best path or you manually select one.
How to Use Path Optimizer in Journey Builder
1. Open Journey Builder & Create a Journey
- Go to Journey Builder → Click Create New Journey.
- Select a Journey Type (e.g., Multi-Step Journey).
- Choose an Entry Source (e.g., Data Extension, API Event).
2.Drag & Drop the Path Optimizer
- Drag the Path Optimizer activity onto the canvas.
- Connect it to your Entry Source.
3.Configure the Path Optimizer Test
- Choose What to Test:
- Different email versions
- Different wait times
- Different channels (e.g., email vs. SMS)
- Set Path Split Percentage:
- Divide contacts among 2–10 different paths (e.g., 50% in Path A, 50% in Path B).
- Select a Winner Criteria:
- Opens – Best email open rate wins.
- Clicks – Path with highest click-through rate (CTR).
- Conversions – Based on link tracking or custom conversion events.
- Manually Selected Winner – You analyze results and choose.
4. Determine When to Select the Winner
- Automatic Winner Selection – SFMC selects the best-performing path after a set period (e.g., 24 hours).
- Manual Selection – You review the results and choose the best path.
5.Finalize and Activate the Journey
- Set up post-test actions (e.g., send all remaining contacts through the winning path).
- Click Activate Journey.
Use Cases for Path Optimizer
- A/B Test Email Subject Lines – Find the best-performing subject line for engagement.
- Optimize Send Times – Test whether morning, afternoon, or evening sends work best.
- Test Different Channels – Compare Email vs. SMS vs. Push Notifications.
- Find the Best Offer – Test discounts (10% off vs. free shipping).
Best Practices
- Test only 1 variable at a time (e.g., subject line OR send time, not both).
- Use a meaningful sample size – At least 5-10% of your total audience.
- Let tests run long enough to gather valid results (24-48 hours recommended).
- Review analytics in Journey Builder Tracking to refine future tests.
