Introducing Journey A/B Splitting

Test smarter. Optimize faster. Deliver experiences your customers actually love.

If you've ever wondered whether a different message, a better offer, or a shifted send time would have converted more customers you're not alone. Great marketing teams don't guess. They test. And starting today, Mergn gives you a powerful new tool to do exactly that inside your automated journeys.

We're excited to announce Journey A/B Splitting is now live on the Mergn platform.

What Is Journey A/B Splitting?

Journey A/B Splitting lets you run controlled experiments directly inside your automated customer journeys. Instead of committing your entire audience to one experience, you can now split them into distinct groups and test different variations side by side in real time.

You can test variations across:

Messages - subject lines, body copy, tone, CTAs
Timing - send time, delay intervals, frequency
Offers - discounts, incentives, loyalty rewards
Channels - email, SMS, push notifications, and more

Why It Matters

Most businesses run automated journeys and hope they're working. But hope isn't a strategy. A/B testing turns your journeys into a continuous improvement engine.

With Journey A/B Splitting, you'll be able to answer questions like:

Does a 10% discount outperform free shipping for win-back campaigns?
Does sending at 9am drive more clicks than 6pm?
Does a conversational SMS outperform a formal email for post-purchase follow-ups?

The answers are in your data. Now you have the tool to find them.

How It Works

Setting up a journey split is straightforward. Within your existing automated journeys in Mergn, you can now add an A/B split step that divides your audience into groups and routes each group through a different branch.

Each branch can have its own messages, timing, channels, or offers. Mergn tracks engagement, conversions, and repeat purchases across each variant and surfaces the results in real time so you can make informed decisions without waiting weeks for statistical significance.

Once you've identified a winner, roll it out to your full audience with confidence.

The Impact on Your Business

Every journey's touchpoint is an opportunity. With A/B Splitting, you stop leaving that opportunity to chance. Higher engagement, better conversion rates, and more repeat purchases aren't just goals. They become measurable outcomes of a disciplined, data-driven process.

Over time, each experiment compounds. Small improvements in open rates, click-through rates, and purchase frequency add up to a meaningfully better customer experience and a stronger bottom line.

Get Started Today

Journey A/B Splitting is available now for all Mergn users. You can configure it directly within any of your existing automated journeys with no additional setup required.

If you'd like a walkthrough or want to discuss the best way to apply A/B Splitting to your specific journeys, our team is ready to help.