Circle Opinion

Leveraging Braze’s Winning Paths to augment Canvas performance

Agnieszka Chrabaszcz

In our last article, we explored how brands can utilise Braze’s Sage AI suite to enhance their audience engagement. Now, we’ll be diving into one of Braze’s newest Experiment Path features, Winning Paths, to find out how it can help nurture audiences and enable marketers to make impactful decisions at any point along the multi-touch journey.

How does Braze’s Experiment Path work?

In the ever-evolving world of digital optimisation, the ability to leverage data-driven insights is a deal-breaker. Braze’s Experiment Path node enables testing delivery time, messaging cadence, channel combinations and much more against earlier defined conversion events by randomly assigning users to different paths (or an optional control group).  

This functionality was designed to streamline testing efforts and automatically send the most engaged users through subsequent steps. While it’s especially beneficial when setting up recurring or triggered canvases, it can also be used when setting up a single-entry flow.  

If the initial test results are not statistically significant and the Winning Path wasn’t determined, Braze will direct users towards the best-performing path to ensure the most relevant experience. Alternatively, marketers can choose to distribute volume and allow customers to continue further down by following percentage splits specified at the beginning of the experiment. 

For single-entry canvases, Braze will automatically apply a Delay Group that will separate randomly assigned users, while the rest will follow down the experiment paths. When the test is complete, the Delay Group will be connected to the Winning Path and continue through the canvas. 

How is Winning Paths implemented?

To implement Winning Paths, follow the steps below:

  1. Add in the Experiment Path to your flow by using the drag and drop canvas builder. By default, there are two paths with 50% of eligible audiences split between each path.
  2. Next, simply tailor distribution for up to four variants and activate Winning Path in Settings by toggling on the feature.
  3. Lastly, define the conversion event that will determine the results and set the timeframe to define how long the experiment will run before the top performing flow is selected.  

The experiment window begins when the first user enters the step, and the start can be triggered earlier than expected by users in early time zones if they’re using local time delivery. When setting up the experiment, considering time differences is imperative, as is considering the impact of setting shorter timeframes. If local delivery time is enabled, we recommend setting an experiment window of at least 24-48 hours to give all customers an equal opportunity to interact and eventually convert.

Why Winning Paths will make a difference for your brand

Winning Paths is a fantastic way to enrich your brand’s testing strategy, connect with your customers and help you better understand microtrends among audiences flowing through lifecycle or BAU journeys. This functionality will ultimately allow marketers to run multiple tests in parallel and define successful ways to build meaningful connections.

Our partnership with Braze

As a trusted Braze partner, our multidisciplined team can help you maximise your Braze experience value and help you connect with your customers like never before. If you’re looking to adopt Braze or are already a Braze user, get in touch with us to find out how you can implement Winning Paths to bolster your testing and customer engagement strategies.

If you’re interested in finding out more about Braze or if you’re a Braze user looking to maximise value, please reach out to us.

Continue reading:

Blog 1 – Exploring Braze: optimising your CRM by leveraging key features

Blog 2 – How to elevate your brand through the power of Braze’s Sage AI suite

Blog 4 – CACI’s Braze City x City 2023 takeaways

Blog 5 – How Braze’s Canvas components personalise marketing journeys

Contact us now
Agnieszka Chrabaszcz