When is it appropriate to use journey versions?

Using journey versions is particularly useful for comparing performance between different iterations of a customer journey. When you create multiple versions of a journey, you enable the analysis of how each version performs against the defined goals, such as engagement rates, conversion rates, or overall customer satisfaction. This comparison can help you determine which elements of the journey are most effective and which may need improvement, ultimately guiding future marketing strategies.

This feature is especially advantageous in environments where A/B testing is implemented. Marketers can tweak various components—such as messaging, timing, or channels—across the versions and analyze the resulting data to inform decisions, optimize campaigns, and enhance the customer experience.

In contrast, the other options do not accurately represent the purpose of using journey versions. For instance, while it's beneficial to reach customers multiple times, simply using journey versions for that purpose does not capture their true functionality. Stopping a running version may be a necessary action, but it is not the primary reason for creating multiple versions. Furthermore, the subjective opinions of a manager about which version they prefer do not constitute a strategic rationale for the use of journey versions. Instead, the focus should be on measurable outcomes and performance metrics, which is where the comparative analysis offered through journey versions shines.