Flow node reference
Every Flow is built from nodes, the building blocks that control what your visitors see, when they see it, and what happens next. Think of each node as a step in a visitor's journey through your Flow.
At the top of every Flow are the widgets that trigger it. These are the popups, bars, inline embeds, and other on-site containers that display your Flow's content. Below the widgets is where your node tree begins.
Here's a reference for every node type available in the Flow Editor.
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Question
This is the node you'll use most. It asks visitors to self-identify by choosing from your answer options, for example, "What's your role?" or "What industry are you in?"
If you already know the answer (from a previous visit or ESP data), visitors are silently routed down the correct path without being asked again.
Example: You add a question node for "Business Type" and branch into paths for freelancers, agencies, and SaaS companies, each getting a different offer downstream.
Strategy tip: Pair question nodes with your ESP sync so that answers flow back as tags or custom fields. This lets you personalize emails too, not just your website.
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Conditional (Yes/No)
Routes visitors down one of two paths, Yes or No, based on conditions you define. Conditions can check visitor data, ESP tags, page URL, segments, and more. You can combine multiple conditions with AND/OR logic.
Example: "Is this visitor a customer AND on the pricing page?" If yes, show an upsell. If no, show a lead magnet.
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Offer
Displays a call-to-action: a headline, description, button, and optional image. When the visitor clicks, they're sent to a URL you specify (a sales page, checkout, webinar registration, etc.)
Offers are what your widgets actually render, so how they look depends on the widget type (popup, bar, inline, etc.)
Example: Show returning subscribers an offer for your flagship course, with a button that links to your sales page.
Strategy tip: Create multiple offer nodes behind a question node so each audience segment sees a CTA that's relevant to them, not a generic pitch.
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Form
Displays a form to collect data from visitors. This is how you capture email addresses, apply tags, and push data to your ESP or CRM. Forms can have multiple fields and integrate directly with your connected email platform.
Example: Show anonymous visitors an email opt-in form. When they submit, they're tagged in your ESP and identified in RightMessage going forward.
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Message
Displays a text message to the visitor, no form, no button, just text. Use it for confirmations, thank-yous, or brief instructions after someone takes an action.
Example: After a visitor submits a form, show a message that says "Check your inbox, your guide is on the way."
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Redirect
Navigates the visitor to a URL. Unlike an offer (which shows a clickable button), a redirect happens automatically, no visitor interaction required.
Example: After a quiz is completed, redirect the visitor to a personalized results page based on their answers.
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Data
Silently updates visitor data behind the scenes, no UI is shown. Use it to set tags, update custom fields, or assign segment values without the visitor seeing anything.
Example: When a visitor reaches a certain point in your flow, silently tag them as "Engaged Lead" in your ESP.
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Code
Executes custom JavaScript when a visitor hits this node. This is the advanced escape hatch for anything RightMessage doesn't handle natively: firing tracking pixels, calling third-party APIs, or running custom logic.
For the full API available inside code nodes, see our Code Node JavaScript API reference.
Example: Fire a Meta/Facebook conversion event when a visitor submits a form, so you can track lead quality by audience segment.
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Random (A/B split)
Randomly routes visitors down different paths, with configurable percentage splits. Use this to test which offer, question flow, or message performs best.
Example: Split traffic 50/50 between two different lead magnet offers to see which one converts better.
Strategy tip: Let your split test run until you have statistical significance before picking a winner. RightMessage tracks conversions per path so you can compare directly.
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High score
Routes visitors based on accumulated engagement scores. Visitors earn points through interactions, and this node sends them down different paths depending on their score.
Example: Visitors who've engaged with three or more pieces of content get routed to a high-intent sales offer, while lower-score visitors see educational content instead.
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Exit
Ends the flow. The visitor sees nothing further from this flow, no widget, no redirect, nothing. Use it to explicitly stop a journey when there's nothing left to show.
Example: A returning customer who's already purchased your course hits an exit node, so they aren't shown opt-in forms for something they already own.
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Putting it all together
Here's a common flow pattern that uses several node types together:
Conditional — Is this visitor a known subscriber? If no, show a Form to capture their email. If yes, continue.
Question — What's their primary goal? Branch by answer.
Offer — Each segment gets a tailored CTA pointing to the right product or resource.
Exit — Customers who've already purchased hit an exit node and see nothing.
This is the basic "segment, then pitch" pattern that most RightMessage customers start with. From here, you can layer in conditional checks, data nodes for silent tagging, and split tests to optimize over time.