Journey Path Optimizer
Automate real-time user path optimization in customer journeys to boost clicks or conversions using performance-driven branching.
The Path Optimizer condition allows you to automatically direct users to the best-performing journey branch based on real-time engagement or conversion data.
Rather than distributing users equally across variants and manually checking performance, this node uses statistical learning to evaluate outcomes and adjust user routing in real time. You select a metric (Clicks or Conversions), and the system tracks each branch's performance, optimizing which variant gets more traffic as data accumulates.
Use this condition when you want to optimize user routing based on ongoing performance.
When users pass through the Path Optimizer node, they are initially distributed evenly across all defined branches. As real-time performance data (based on the selected success metric) begins to accumulate, the system automatically adjusts routing to favor the branches that are performing better.
Path Optimizer node is in beta phase & a configurable feature at present. Reach out to Netcore Support team to enable it for your panel.
Journey Path Optimizer
Note
Choose Clicks when the goal is to maximize engagement (e.g., message interactions), and choose Conversions when the goal is to drive specific outcomes like purchases or sign-ups.
Follow the given steps to use this condition.
- Drag & Drop the Path optimizer conditions panel on the Journey canvas.
- Click the Path Optimizer node to open the configuration modal.
- Complete the following fields:
| Option | Description |
|---|---|
| Number of branches | Select the number of branches (minimum 2, maximum 5). Each branch will be named as Variant 1, Variant 2, and so on. |
| Success metric | Choose a KPI for optimization: • Clicks: Optimization based on user clicks across channel nodes. Each variant branch must include at least one channel node (Email, SMS, WhatsApp, APN, WPN, RCS, Viber, Zalo). Clicks ÷ Delivered counts are tracked across branches. • Conversions: Optimization based on conversion events across channel nodes. Same as Clicks + A journey goal must be configured. Conversion events ÷ Delivered counts are used as the optimization metric. When Conversions is selected as the success metric, the journey evaluates performance based on the configured Journey Goal event. |
Important Points to Remember:
- You must include at least one communication channel node (Email, SMS, WhatsApp, etc.) in each branch.
- For Conversions, ensure a Journey Goal is set. Without it, the optimizer cannot function.
- You cannot publish the journey until these conditions are satisfied.
- Re-deploying the journey resets the Path Optimizer node—treating it as a fresh start with no prior winner or metric data.
Reporting(Analytics on Path Optimizer Node)
Once your journey is published, the Path Optimizer node will display the following metrics in the node-wise view (on hover or in expanded analytics):
| Metric | Description |
|---|---|
| Distribution | Shows the of users routed to each variant. Helps you understand traffic distribution over time. |
| Clicks/Conversions | Displays success performance for each branch based on the selected success metric (e.g., Clicks or Conversions). |
| Winning Variant Indicator | Highlights the branch currently performing best based on real-time data. Typically shown with an icon (e.g., star or crown). |
| Variant Names | Displayed as Variant 1, Variant 2, etc., as defined during setup. |
Note
- These metrics update in near real time based on ongoing user interactions.
- The displayed success metric (Clicks or Conversions) corresponds to the one selected in configuration.
If you change the metric mid-journey, the analytics update accordingly, but only new user entries are considered under the new metric.
Business Use Cases for Path Optimizer
The Path Optimizer can be applied across various industries to test and improve message performance, timing, and conversion outcomes. Below are common real-world use cases categorized by vertical:
| Industry | Use Case | Variants Tested | Optimizer Action |
|---|---|---|---|
| E-Commerce | Product Recommendation - Identify the right channel | Email carousel with trending products vs. APN with best-selling item | Routes based on clicks |
| Discount Strategy Testing - Experiment with content | Offer 10% off vs free shipping | Favors higher checkout conversions | |
| Cart Abandonment Recovery - Experiment with delay time | WhatsApp sent 2 hrs after abandonment vs. WhatsApp sent after 12 hrs | Adapts to variant with higher cart recovery | |
| BFSI | Loan Offer Journeys - Identify the right channel | Email with EMI calculator vs. APN with “Apply Now” deep link | Routes based on loan application clicks |
| Insurance Renewal Nudges - Identify right channel mix | WhatsApp followed by SMS vs. App push followed by SMS | Favors renewal conversion variant | |
| Credit Card Upsell - Experiment with content | Email with carousel of benefits vs. RCS card with CTA | Routes based on applications submitted | |
| Travel & Hospitality | Holiday Package Promotions - Identify the optimized user action | Email with destination carousel after package view event vs after package action button click | Routes to higher click-through rate |
| Booking Abandonment Recovery - Experiment urgency with different channel mix | WhatsApp with urgency message vs. App Push with countdown timer | Adapts based on completed bookings | |
| Loyalty Program Engagement - Identify the right channel that converts | Email with redemption options vs. SMS with redemption link | Favors higher redemption conversions | |
| Telecom | Recharge Reminders - Identify the right channel mix that converts | Recharge reminder offer sent as App push + follow up Whatsapp after 1 day vs send all messages at once. | Routes to higher recharge conversions |
| Upselling Data Packs - Experiment with rich media channel content | APN with data pack carousel vs. RCS card with weekend data offer | Uses click performance to decide | |
| EdTech | Course Enrollment - Identify right channel that gives higher engagement | Email with course carousel vs. APN with “Start Learning Now” CTA | Routes to higher sign-up variant |
| Free-to-Paid Conversion - Identify right channel that drives urgency | WhatsApp: “7 days left in trial” vs. App Push with countdown | Prioritizes higher paid conversions |
Troubleshooting & FAQs
Click 
for a detailed view of your preferred FAQ.
General & Conceptual Questions
Q: What is the primary purpose of the Journey Path Optimizer?
A: The Journey Path Optimizer is a powerful tool designed to help marketers make data-driven decisions without manual efforts. It allows you to automate A/B test different paths or strategies within a single customer journey to identify which one most effectively leads to a desired conversion goal.
Q: How does the Path Optimizer work at a high level?
A: You can split users entering the path optimizer node into multiple (up to 5) different paths. Each path can contain a unique sequence of messages, channels, or time delays. The feature tracks how many users from each path complete a predefined goal. Based on this performance data, it determines the "currently winning" path in real-time and optimizes the predefined goal.
Q: What are the key benefits of using the Path Optimizer?
A: The main benefits include:
Increased Conversions: By systematically identifying and scaling the most effective marketing sequence.
- Improved Customer Engagement: Discovering which channels, message copy, or timing resonates best with your audience.
- Reduced Guesswork: Replacing assumptions with concrete performance data to guide your strategy.
- Enhanced ROI: Ensuring your efforts are focused on the most impactful communication strategies.
Q: What is the difference between the Path Optimizer and a standard A/B split test node?
A: A standard A/B split test typically is manual testing by splitting the audience as per assumptions or hit & trial method. The Journey Path Optimizer is more advanced, allowing you to automate the distribution of the audience by identifying the best path at that point of time and generate maximum conversion. For example, you can test a path with an Email followed by an SMS against a path with a Push Notification followed by an SMS.
Setup & Configuration
Q: How many different paths can I create in a single optimizer?
A: You can configure a minimum of 2 and a maximum of 5 paths to test against each other.
Q: How is the audience distributed among the different test paths?
A: The audience is distributed based on the Thomson sampling method which is being used by the path optimizer algorithm. There’s no fix %distribution. Whenever a user reaches the path optimizer node, it identifies the best performing path and exploits that path by sending the majority of the users down that path. However, path optimizer also explores other paths by sending some users to them.
Q: What is a "Control Group" in the context of the Path Optimizer?
A: The Control Group is a small percentage of your audience that is intentionally held back from receiving any communication from the test paths. This allows you to measure the organic conversion rate (i.e., conversions that happen without any influence from your journey) and compare it against the performance of your test paths to understand the true uplift.
Q: What defines the "Goal" for the Path Optimizer?
A: The goal is the specific conversion event you want users to complete. This could be making a purchase, filling out a form, clicking a specific link, or any other custom event you are tracking. This goal is what the optimizer uses to measure the success of each path & it is defined while creating the journey.
Q: How do I define the test duration or sample size?
A: You just need to define the winning criteria (Clicks% or Conversion%). Path optimizer will do the heavy lifting and optimize the paths based on the winning criteria. As and when the users pass through the path optimizer node, it will do the distribution by determining the best performing path at that point in time.
Real-Time Optimization & Path Distribution
Q: How does the Path Optimizer decide which path to send a user down?
A: The Path Optimizer uses a sophisticated algorithm (similar to a multi-armed bandit model) for real-time optimization. It continuously analyzes the conversion performance of each path. Based on this live data, it dynamically allocates a larger share of the incoming audience to the path that is currently performing the best, while still exploring the other paths to see if they improve.
Q: Is a single "winning path" ever permanently declared?
A: No, the system does not declare a single, final winner. User behavior can change over time (e.g., a path with a discount might work well during a sale, but not after). The optimizer is designed to continuously adapt to these changes, perpetually shifting traffic towards the most effective path at that specific point in time.
Q: Why do the traffic distribution percentages for my paths keep changing in the dashboard?
A: The changing distribution is the core of the optimization process. As the system gathers more performance data, the algorithm intelligently sends a larger percentage of new users down the path that is currently yielding the highest conversion rate. If another path starts to perform better later, the distribution will shift again to favor the new leader. This is the feature working as intended.
Q: What if one path performs better on weekdays and another on weekends?
A: This is exactly the kind of scenario the Path Optimizer is built to handle. The algorithm will detect the shift in performance. For example, it might send more traffic to Path A during the week and then, as it sees conversion data change in real-time, automatically start sending more traffic to Path B over the weekend.
Analytics & Reporting
Q: What specific metrics can I view for my Path Optimizer test?
A: The analytics dashboard provides a detailed breakdown for each path, including:
Impressions of users who entered the path.
- Number of conversions/clicks.
- Conversion/Click rate.
Q: Can I monitor the performance of the test in real-time?
A: Yes, the journey analytics are updated in near real-time, allowing you to track the performance of each path as users flow through the journey.
Technical & Use Case Questions
Q: Can I use the Path Optimizer to test different channels (e.g., Email vs. Push Notification)?
A: Absolutely. This is a primary use case. You can create one path that sends an email and another path that sends a push notification to see which channel drives more conversions for that specific audience segment and context.
Q: Can I test different timings (e.g., wait 1 day vs. wait 3 days)?
A: Yes. You can configure one path with a 1-day time delay before a message and a second path with a 3-day delay to determine the optimal engagement timing.
Q. Once a journey with a Path Optimizer is live, can I modify the path configurations?
A: Yes, you can. You would need to pause the current journey and resume after making changes. Please note that once the journey is redeployed, path optimizer data will also get reset and it would start afresh.
Q: Is there a recommended audience size for running a reliable test?
A: While there is no fixed number, a larger sample size will yield more reliable and statistically significant results. If your audience is too small, it may be difficult for the optimizer to have a winner. It is recommended to have at least a few hundred users per path to get meaningful data.
Updated about 2 hours ago