Workflow A/B Test Action Splits Paths and Routes to Winners

TL;DR

HighLevel added a native A/B Test action in Workflows to test 2 to 10 paths and route traffic to the winning branch. Check your builder to see if you can replace manual split workarounds.

Who this affects

HighLevel has not confirmed which account tiers or subscription plans receive this feature. If you build and manage automations inside sub-accounts, check your workflow builder to see if the action is live. Agencies not using workflow automations can ignore this update.

What changed

HighLevel introduced an A/B Test action inside Workflows with the following capabilities:

• Contacts can be split evenly across 2 to 10 separate workflow paths.
• Winning criteria can be evaluated on email activity, appointment status, contact tags, payment received, or custom contact and field conditions.
• Test duration can be configured by total number of contacts, number of goal completions, or a specific date and time.
• Workflow settings allow you to automatically route new contacts to the highest-converting path after the test finishes, or maintain an even split while displaying results.
• A Statistics panel reports entrants, conversions, and conversion percentages, along with an option to declare a winner early.
• The workflow canvas displays a Winner badge and mutes losing paths when winner routing is active.
• If a tie occurs, the logic automatically selects the first path as the winner.
• A Reset test option allows operators to wipe previous performance metrics and restart the test.

HighLevel has not confirmed rollout status, plan gating, or whether this replaces an existing action.

Where to find it

Open a sub-account and go to Automation > Workflows. Open a workflow, click Add action, and select the A/B Test action.

How agencies will use this

An operator can add this action directly downstream from a lead trigger to test multiple outreach angles across 2 to 10 paths. For example, you can set the winning condition to appointment status or payment received, then set the test to end after a fixed number of goal completions. Once that threshold is reached, the workflow identifies the top-performing branch, badges it on the canvas, mutes the losing paths, and routes all future contacts through the winning path without manual intervention.

Our take

This is a major update for teams running serious lead generation or conversion workflows. Having native multi-path testing that automatically cuts off underperforming branches eliminates manual tracking. That said, HighLevel has not confirmed plan availability or rollout timing, so check your workflow builder before promising this setup to clients.