How to create and manage website visitor sequences and A/B testing

Last updated: May 5, 2026

Website visitor sequences allow you to engage prospects who visit your site with targeted outreach. This guide covers best practices for setting up sequences, implementing A/B testing, and managing your web intent plays effectively.

Setting Up Web Intent Plays

Audience Conditions

For web intent plays, you can use minimal audience conditions when leveraging AI Agent qualification. A simple condition like "3 page views in 3 days" is often sufficient as your primary filter. The AI Agent will handle additional qualification based on your specified criteria such as company size, industry, or other targeting parameters.

Sequence Node Configuration

Web intent plays are designed for highly targeted outreach to specific qualified personas. Unlike broad outreach campaigns, fallback routing ("Everyone else" sequences) is typically not needed or recommended for these plays. Since the qualification happens through the AI Agent based on specific conditions, additional fallback routing would contradict the targeted nature of your web intent strategy.

A/B/C Testing for Sequences

To split your audience evenly across three different sequences when native A/B/C functionality isn't available, you can use nested A/B nodes:

  1. Create the first A/B node with a 66%/33% split

  2. On the 66% branch, add a second A/B node with a 50%/50% split

  3. Route each of the three resulting branches to different sequences

This configuration creates three equal groups:

  • Branch 1: 33% (from the initial 33% split)

  • Branch 2: 33% (66% × 50% = 33%)

  • Branch 3: 33% (66% × 50% = 33%)

This method enables comprehensive testing of multiple sequence variations with an even 1/3 distribution across all three sequences.

Managing Play Updates

When making significant updates to your web intent plays, follow this best practice workflow:

  1. Duplicate the existing play instead of editing the live version

  2. Pause the original play

  3. Make your changes in the new duplicated version

  4. Launch the updated play

This approach is recommended when updating:

  • Persona routing or titles

  • Number of people prospected

  • Sequence copy or messaging

  • Audience targeting criteria

Duplicating plays provides several benefits:

  • Separates data between old and new configurations for cleaner analysis

  • Preserves historical performance data for comparison

  • Makes it easier to track how changes impact outcomes

  • Maintains data integrity between different play versions

Email Sending and Mailbox Management

Daily Send Limits

Individual mailboxes have a hard cap of 25 emails per day for deliverability reasons. This limit is enforced across all accounts and cannot be increased. Your total daily send volume is calculated as: number of active mailboxes × 25 emails. For example, 50 active mailboxes would provide a maximum of 1,250 emails per day. The system uses a rolling 24-hour window per mailbox rather than a midnight reset. If a mailbox sends 20 emails between 2‑5 pm on one day, those 20 “slots” only become available again between 2‑5 pm the next day. This causes natural daily fluctuation in send volume. For mailboxes to contribute to your daily send volume, they must be assigned to the mailbox groups used by your active sequences. Mailboxes not assigned to any group won’t receive sends routed to them, even if they’re active. When your prospecting volume exceeds these daily limits, the system automatically queues remaining emails for the following day while respecting your mailbox send limits.

Managing Email Backlog

To redistribute sequence enrollments to newly warmed mailboxes:

  1. Go to Dashboard > Health > Email Backlog

  2. Scroll to the bottom of the page

  3. Reassign enrollments to your newly warmed mailboxes

Note: Mailboxes will continue to show as “in use” on the backlog page if they have queued emails from before being removed from mailbox groups. Once those queued emails are sent or reassigned to other mailboxes, they will no longer appear as in use.

This allows you to distribute outreach across multiple mailboxes as they become available and ensures new prospects are contacted from properly warmed accounts.