The purpose of conditional splits is to create two possible directions based on a set condition. Set criteria and route contacts in one of two separate directions based on whether they meet the set condition(s).

Here's an example of an automation where some customers that buy a winter jacket get a personal offer: a multichannel promotion with 10% off all ski pants. The conditional split is used together with a trigger split to send a reminder to contacts that haven't yet redeemed their personal offer within seven days.