Overview
What is Adobe Target?
Adobe Test and Target is an A/B, multi-variate testing platform which Adobe acquired as part of the Omniture platform in 2009. It is now part of the Adobe Marketing Cloud. It offers tight integration with Adobe analytics and content management…
Adobe Target: A great tool for website optimization, personalization & experiences...IF you're on the Adobe stack.
Adobe Target Review
Adobe Target segments potential new opportunities with web users
Adobe Target: Monitors and Offers us Market Opportunities
Terrible. A waste of $13k. Get something better. Support lacks. Tool constantly breaks. Incomplete. Not stand-alone.
Adobe Target Review
A+ testing and targeting product!
Know what your customers like with Adobe Target
Adobe Target review - Target your audience and test your content
If you have deep pockets and a tech background Target is a good match
Adobe Target review
Supercharge your optimisation program
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Test & Target
Popular Features
- Standard visitor segmentation (9)8.686%
- a/b experiment testing (9)8.585%
- Experiment scheduler (9)8.181%
- Test significance (9)7.575%
Pricing
What is Adobe Target?
Adobe Test and Target is an A/B, multi-variate testing platform which Adobe acquired as part of the Omniture platform in 2009. It is now part of the Adobe Marketing Cloud. It offers tight integration with Adobe analytics and content management products.
Entry-level set up fee?
- No setup fee
Offerings
- Free Trial
- Free/Freemium Version
- Premium Consulting/Integration Services
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Product Demos
Adobe Target Sample Size Calculator | A/B Testing Tutorial | Usecases for A/B test Sample Size
AEM 6 4 Personalization with Demo
Features
Testing and Experimentation
These features enable companies to plan, set up, and execute different types of tests (e.g. A/B, A/B/n, multivariate, split URL tests).
- 8.5a/b experiment testing(9) Ratings
Create and test variations of a website, changing site elements such as headlines, CTAs, images, page design and layout, technical SEO changes, and new feature additions and collect statistical results of each variation’s conversion rates or other metrics.
- 8.2Split URL testing(8) Ratings
Test out larger design changes by splitting your site traffic across two different landing pages to identify which site performs the best. It can be used to test the impact and feasibility of things such as new designs, personalization efforts, and new site architecture.
- 8.2Multivariate testing(8) Ratings
Ability to test multiple site design changes at once across one or multiple variations and identify which variation impacts conversion rates, or other predefined goals, the most.
- 7.3Multi-page/funnel testing(6) Ratings
Create an experiment that makes changes across multiple pages, like a funnel or a site-wide experience.
- 8.6Cross-browser testing(5) Ratings
Preview your experiments across multiple browsers at once.
- 8.6Mobile app testing(5) Ratings
Ability to run tests to optimize mobile applications.
- 7.5Test significance(9) Ratings
Ability to set the statistical significance level, or confidence interval, of a given test, for example at the 90% or 95% level.
- 7.7Visual / WYSIWYG editor(8) Ratings
Set up A/B testing campaigns using a WYSIWYG editor to create site versions and preview design changes before testing them. These editors often don’t require coding knowledge in order to operate them.
- 8Advanced code editor(7) Ratings
Allows users to create and edit experiments with HTML, CSS, JS.
- 7.8Page surveys(4) Ratings
Create on-page surveys and select which segment of users are asked survey questions using defined audience segments (e.g. new vs. returning users, mobile users, desktop users, etc).
- 8.2Visitor recordings(4) Ratings
Watch recordings of user sessions to gain insights on site visitor behavior and identify areas to improve site visitor experience.
- 8.2Preview mode(8) Ratings
Preview your experiment before running it live on your site or app.
- 8.1Test duration calculator(8) Ratings
Automatic calculation of the estimated test duration needed to gain statistically significant results.
- 8.1Experiment scheduler(9) Ratings
Ability to schedule experiments to run, or not run, during specific times (e.g. Not to run during a holiday weekend or while a site-wide promotion is going on).
- 7.9Experiment workflow and approval(6) Ratings
Ability to assign different phases of the experiment process to your team and approve next steps for an experiment or campaign.
- 7.8Dynamic experiment activation(4) Ratings
Ability to activate an experiment after the page’s initial load based on a set of conditions (e.g. if the visitor takes certain actions).
- 8.5Client-side tests(7) Ratings
Ability to run client-side tests (e.g. A/B, A/B/n, multivariate, and funnel tests) to test out UI changes.
- 7.7Server-side tests(4) Ratings
Ability to run server-side tests (e.g. A/B, A/B/n, multivariate, and split URL tests) to test out more complex design changes, roll out features to specific audience segments, or split site traffic between different site versions.
- 8.2Mutually exclusive tests(8) Ratings
Ability to make tests mutually exclusive so that a given visitor is only part of one test at a time, this helps prevent tests from interfering with one another.
Audience Segmentation & Targeting
A set of tools used for website optimization experiments (e.g. A/B, A/B/n, funnel, split URL, multivariate tests) that can help users segment their audience in to different groups for the purpose of exposing specific audiences to tests or personalization efforts.
- 8.6Standard visitor segmentation(9) Ratings
Ability to segment, or target audiences based on criteria you set (e.g. URL, cookies, IP address, custom javascript, traffic source, device, browser, language, ad campaign, geo-targeting, time of day) and enable tests to run for specific visitor segments.
- 8.2Behavioral visitor segmentation(8) Ratings
Ability to segment, or target audiences based on whether or not they have performed certain actions, such as clicking on a CTA, and enable tests to run for specific visitor segments.
- 8.6Traffic allocation control(9) Ratings
Ability to set what percentage of website traffic receives specific test variants in order to roll out code only to a subset of site visitors.
- 8.2Website personalization(8) Ratings
Ability to optimize user experience for individual site visitors based on certain characteristics and past actions (e.g. past purchases, geolocation, demographics, device type, referral source, etc..). An example of this is product and/or content recommendations based on visitor characteristics.
Results and Analysis
Tools that allow users to evaluate the results of website optimization tests (e.g. A/B, A/B/n, multivariate, and split URL tests), or view visitor interaction with webpages and specific site elements.
- 8.2Heatmap tool(4) Ratings
A tool that shows which elements of the page generate the most visitor engagement.
- 7.3Click analytics(7) Ratings
Click analytics reports display how many clicks certain page elements receive and provides visitor engagement insights.
- 7.8Scroll maps(4) Ratings
Scroll maps display how far down the page users scroll.
- 8.7Form fill analysis(4) Ratings
Enables users to view visitor interaction with forms and identify which parts of the form visitors fill out first and which fields lead to increased visitor drop-off.
- 8.2Conversion tracking(8) Ratings
Enables users to set up and customize conversion funnels to track site visitors' journeys and determine areas that see the most visitor drop-off.
- 8.2Goal tracking(8) Ratings
Enables users to set up key website/mobile performance metrics on their landing pages and track them.
- 8.5Test reporting(9) Ratings
Provides users with reports for each test that record the performance of each variation tested against selected metrics such as conversion rate. These reports indicate when a given test variation has performed statistically better than the original (control) site version.
- 8.2Results segmentation(8) Ratings
The ability to segment test results by specific criteria (e.g. browser type, device type, source, time of day, campaign).
- 7.3CSV export(7) Ratings
Ability to export test results as a CSV file.
- 8.3Experiments results dashboard(9) Ratings
Provides users with a dashboard displaying test results for all live tests. Some products may also include test result histories accessible from the dashboard.
Product Details
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- Competitors
- Tech Details
- FAQs
What is Adobe Target?
Adobe Target Video
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Comparisons
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Reviews and Ratings
(160)Attribute Ratings
Reviews
(1-25 of 36)Good product
- Test any container on page
- Provide out of the box options
- Work with analytics to get data quicker
- Lack of avenue to customer data CDP
- Lack of real test environment
Adobe Target: A great tool for website optimization, personalization & experiences...IF you're on the Adobe stack.
Adobe Target has been effective in helping to identify user experience issues within our website and allowing us to iterate through these tests to drive KPI performance. Adobe Target is deeply integrated within Adobe Analytics providing detailed and custom reporting capabilities for each test and experience that we deploy.
- Implement A/B tests using a visual composer that integrates directly into our UX
- Integrates directly into Adobe Analytics providing robust, customer reports
- Powerful segmentation to target tests directly to specific users based on a multitude of personas and factors.
- Initial learning curve could be much easier. Users ABSOLUTELY need to take the training courses from Adobe to best understand how to use this very powerful tool.
- Native reporting capabilities within Target are too limited. Requires Adobe Analytics 'A4T' integration to create robust reports. If you're not using Adobe Analytics as your reporting suite, best recommendation is to consider implementing another solution.
- Adobe Target support is limited to off-shore ticketing system. This needs to improve.
Adobe Target Review
- Robust targeting - Not just within the targeting/audience capabilities, but even using the profile script functions for more complex tests or when desired targeting is not "out-of-the-box."
- Integrates extremely well with Adobe Analytics, which is to be expected - Being while both were not initially developed by Adobe, they now own each and has made drastic strides over the last few years to improve that integration through Analytics for Target (A4T).
- Form-based editor has a bit of a learning curve, but very intuitive once you become familiar with it.
- This is something a lot of testing tools struggle with, but I think the WYSIWYG ("What you see is what you get") editor - or Visual Experience Composer (VEC) in Adobe terminology - could definitely use some work. It's a struggle to execute many tests beyond simple copy, color, placement changes, and even the features that do exist are often clunky if not altogether broken.
- The interface itself can be a bit counterintuitive in certain parts. If you are familiar with other tools, it's likely middle of the road in this respect; think much easier to understand than Monetate for instance, but a far cry from the simplicity of an Optimizely.
- It can be a bit buggy from time to time. The worst example is the frequency at which the tool will fail to save due to an error, but not inform you of this until you try to save, at which point your only option is to log out, log back in, and make all of your updates once again. It can become an extreme pain point at times, and I personally have just gotten into the habit of saving every couple of minutes to avoid a massive loss of productivity.
- This application gives us an incredible integration with Adobe Analytics that allows its operation to be the best and determine the performance of our website.
- It offers us an analysis based on user behavior and a web page customization option to adapt and meet the needs of those users.
- We have encountered some issues when performing large scale testing; when testing in large scale the drag and drop function becomes clumsy in operation and wastes some time.
- Also, when testing a lot of information the software of this application tends to have delays.
- This application has worked for us as an effective tool to manage any marketing action.
- It is very easy to configure user settings and perform A/B tests on your domains.
- In addition, [we] can access information about the performance of our website thanks to the fact that it integrates an extension with Adobe Analytics.
- For certain employees who are new or newly promoted to the marketing department of our company who are not technical, the drag and drop option becomes quite complicated and confusing.
- Similarly, when doing large-scale analytics, the application undertakes clumsy operation and creates delays.
Terrible. A waste of $13k. Get something better. Support lacks. Tool constantly breaks. Incomplete. Not stand-alone.
- It lets you pause a test if you want.
- You can track pageviews.
- It's possible to track clicks on an element.
- Like many platforms, Adobe Target has a visual composer to set up A/B tests. The visual composer uses an iframe, so if you want to test anything on your website that is post log-in, and you use proper security that disallows iframe logins, expect that to be useless.
- It does not capture revenue out of the box. You need to deploy an additional tool called Adobe Experience Cloud Manager to get conversion data. Oh, and of course you have to pay extra for Adobe Launch to be able to deploy that *required* bit of code. Otherwise they consider it a "non-standard implementation" and you get no support, and need to go through 10 pages of implementation docs just to get started. Have fun IT guys...
- You may only choose from a handful of metrics for reporting, even though we are paying over $30,000 for adobe target + analytics. They do NOT share data without tons of back-end manipulation of code snippets PLUS their paid tag manager (which isn't included in that $30k).
- Updates typically completely break all tracking. It's a typical adobe product, so there's 10 updates a month as well. One day reporting is functional with mboxes, the next, zero conversion data, because we ran a required update to A4T.js and that no longer supports mboxes, yada yada yada.
- All of this could be manageable if we got support. We pay $3,500 per year for 50 hours of "offshore consulting". What is that, you ask? That is a dedicated person to tell you to submit a support ticket. That's it. This person never answered a single question, never gave one suggestion, never fixed any issues. They only ever told us to submit support tickets. Great. Thanks.
- Every support ticket was given low priorty, even when I specifically said in one request that I was testing a live CHECKOUT experience that directly impacted sales. I specifically asked for expedited higher tier response times because I was testing my actual checkout on production. I was still given tier 3, with several hours delay between emails, which usually consisted of useless links to support docs. Horrible. Might as well have been a chat bot, except then the responses would have been faster.
- The support documentation is convoluted, and is mostly just ads for other services. (one thing always requires another to work properly - nothing is stand-alone). It's also nearly impossible to find what you need on their self-help portals. I usually wind up Googling my request and going to forums for help. It's faster than anything they offer support-wise.
If you want to track conversion, any page post sign-in, any metrics other than basic, you have limited IT resources, and you don't like waiting for days to get responses from customer support, then this is NOT the tool for you.
Adobe Target Review
- It is the best tool I know to optimize the smooth running of a website, with the highest guarantee.
- Its interface is distinguished by its ease of use and by providing highly accurate real-time data reports.
- It has an excellent integration with Adobe Analytics, is a very flexible tool, and the performance of its operation is very good.
- When testing large scales I have noticed that its drag and drop function works with imperfections and this causes some loss of time due to its clumsy operation.
- Another disadvantage of this product is that when working on a large scale the software has delays.
- Its price is quite expensive and this calls into question whether the software is cost-effective to implement.
A+ testing and targeting product!
- Onsite A/B testing!
- Fully integrated Adobe Cloud allows us to use cloud data (analytics, audience, etc.) in our testing.
- We struggle sometimes about which reporting tool to use with Target—either Target reporting or Adobe Analytics reporting. There are benefits for both but also reasons not to use one of the solutions.
- Previewing when not using the Target reporting can be a challenge.
Know what your customers like with Adobe Target
- Easy to set up the user interface and run A/B tests on your website.
- It provides seamless integration with Adobe Analytics that helps understand the impact on website performance.
- Website personalization to update the website features based on insights on user behavior.
- It may be difficult to use the drag and drop functionality for very non-technical team members, new joiners or senior management.
- There is a scope for improvement on the UI for setting up 'goals' that are required to get desired test results and perform the actual test.
- The cost could be a concern for small and medium-sized companies since some competitors provide similar features at lower cost.
- Makes it very easy to modify your webpages dynamically for short-term campaigns and testing.
- Allows you to display certain content to certain audiences or types of users.
- Provides integration with Adobe Analytics for reporting purposes (also has AEM integrations we haven't explored yet).
- The interface is pretty easy to use.
- The success measurement of A/B testing seems somewhat limited. You can choose success based on things like views, time on page, or when the user clicked a certain page element, but the options aren't expansive.
- When adding custom code for a page modification, the CSS modifier is a bit rigid in that you can't modify the "Action Type" manually.
- Editing an activity on a password-protected webpage can be tricky. Because it loads the webpage within Target, you have to sign in via the embedded frame and then get it to load properly, which has been problematic at times. This has happened when we've used Target activities on our internal staff intranet.
- Because the software is established there is lots of online help available and most of the bugs have been worked out
- Adobe has a vast supply of resources if your pockets are deep enough.
- The dashboard is easy to follow and is getting more user-friendly. You no longer have to be an HTML wizard to implement changes.
- The product itself is great. I would like to see more improvement in the service department. Help can be hard to find for smaller companies. It literally took us months sometimes to have someone get back to us.
- There are lots of products within the Adobe Cloud so there is a lot of clicking to get where you need to be. Having a single sign on or short cut for login would be nice.
- Target is becoming more user-friendly but knowing code is a huge plus for this software. I have demoed other software with the same capabilities and in my opinion, having developer background is a huge benefit if you will be using Target vs. other competitors.
1. We changed ship dates on individual product pages depending on customer location so they would have an accurate timeline for their orders. This really helped lower our volume of customer service calls on tracking orders.
2. We have stores as well as an online presence. With Target we were able to advertise sales on b-stock items from our warehouse to our local customers without letting those that live outside a certain radius see the promo.
3. If your marketing team doesn't have a tech background this software has a steep learning curve. There is quite a bit of manual configuration required. The image carousel is one example that we struggled with.
Adobe Target review
- Creating audiences that align and integrate with Analytics.
- Easy tool to modify design within Target for custom experiences.
- Great analyzing tool to measure test effect on conversion rate and other metrics.
- Friendlier interface, that is easy to use.
- Approval process, where account manage/owner approves changes before deploying them.
- Better integration with Adobe Analytics events.
Supercharge your optimisation program
- The flexibility of the solution
- The power of all our Analytics data to support decisions in T&T
- Ease of deployment via DTM
- The level of product support
- Homepage
- Registration forms
- Application forms
- Email
READ
- Rules for targeting
- Reporting
- Analytics
- Implementation
- Usability for non technical users
Test & Target
- Multivariate testing and reporting.
- Integration with SiteCatalyst/Omniture.
- The Adobe support (paid contract) is very good. Our contact is very responsive and incredibly knowledgable. He always works hard to make himself accessible, despite having many other clients.
- You can easily do anything you need with javascript knowledge including testing payment flows and other sensitive data.
- Documentation: There is an overall lack of documentation, and lack of a user community for more assistance.
- Integration with server side scripting (you must convert everything to client side).
- The user interface is difficult to navigate and use.
- Advanced segmentation and targeting by leveraging the integrations with the rest of Adobe's Digital Marketing Suite - e.g. AudienceManager and Adobe Analytics - as well as by leveraging the built-in automated decisioning and targeting.
- The campaign configuration process within the UI is very intuitive making it relatively easy to set up basic campaigns.
- The reporting UI makes it easy to interpret results, examine segments, and push winners.
- Segments must be configured and applied prior to publishing the test - that is, there is no post-hoc segmentation capability. This is a feature of some other tools that allow for analysis of particular segments after a test has run. It can be made possible with Adobe Target through the integration with Adobe Analytics, but it is not an inherent feature of Target.
- The data export capabilities could use improvements. Often there is a need to export data out of the tool to integrate that data into another database and/or perform deeper analysis. Adobe Target does not make this easy within the UI (although there is an API that can be leveraged for these purposes).
- The need to implement mboxes around each piece of content that is to be tested (as opposed to deployment of a single line of code) can often be a dependency that can slow down the testing rhythm for organizations that must adhere to a standard web development cycle as opposed to continuous deployment. One solution to this is the use of global mboxes but requires a deeper level of technical expertise to implement campaigns using this method.
- Quickly loads the URL of the site you are A/B testing
- Allows you to select your user group from pre-installed commonly tested user groups, or create your own test group.
- Allows you to quickly create mock-ups of the A/B examples to test.
- Some of the swap offers don't work. I don't use those because of that flaw.
- When resizing an item, the interface makes it easy to remove the px, and the px is required. A little awkward to change.
- I have yet to understand the "rearrange" feature.
Review of Adobe T&T
- A/B testing
- Rules-based targeting
- Recommendations and cross-selling
- Search-driven merchandising
- Automated behavioral targeting and Multivariate testing
- Need to make it more user friendly.
Great Tool, BUT Worth It?
- Quickly manipulate HTML, CSS, and JS. That is really all we used it for, but it was super nice to update things on the fly without requiring code deploys.
- Unfortunately we didn't use it for much more than what I provided. Major testing initiatives were conducted through a home grown solution.
You have to swing to hit!
- The test report page is very intuitive. It is very easy to analyze a test based on different segments such as new and returning users.
- Having confidence levels inserted into the reporting tool is a key feature. While it is a simple feature, it allows users to easily understand when results are significant.
- We have recently created swim lanes for traffic and this has been very helpful to make sure that different tests are not crossing over in terms of traffic.
- There should be some more clarity around what makes a test significant. While this can be decided by the client themselves, some direction from the tool would be helpful.
- Also, if there was an easier way to organize campaigns and search for them it would be helpful. Right now there is just a long list of campaigns and you have to rely on search to find a specific campaign. What if you don't know the name of the test?
If you want to target your web site visitors with more confidence, then use Adobe Test and Target
- It is simple to use and gets the job done fast
- You don't have to wait for IT for months to make a change on the site. With Adobe Test and Target you can do it with a very short time.
- There might be areas where Adobe Test and Target needs some improvements, but I am not aware of them. I really had not issues with it when I was using it.
- Unobtrusive Injection of Javascript code
- Simple to use
- Unobtrusive modification of HTML content
- Documentation could be better
- Hard to test - environment needs to be ready
- Unable to write mocks
Adobe Test & Target and why it just works.
- The product is extremely simple and easy to use. The interface is very intuitive and the learning curve is miniscule if one possesses the knowledge of the proper web technologies.
- It is a robust piece of software with the ability to interface with other Adobe/Omniture products via plugins. In our organization, this cross-functionality saves a lot of time and resources. The terminology is also the same across all Adobe/Omniture products to make for an easy transition.
- The tool also provides one with the ability to execute multiple tests simultaneously and to segment traffic to particular tests. The software is extremely scalable.
- Adobe Test & Target is a premium product and with that it comes at a very premium price. Usually smaller businesses/individuals cannot afford to pay for such a tool because it ranges high in pricing per month. If the product is used optimally then it can pay for itself.
- Great A/B & Multivariate testing capabilities and features
- Great support team and representatives. They came on site for an in depth training that was very valuable for our team.
- New drag and drop interface for setting up tests is great for less experienced members of the team.
- Overall Test & Target is not very intuitive, so extensive training is necessary to learn how to set up tests.
Once the Leader, Now Playing Catch-Up
- Our consultant we had was one of the best consultants I've ever worked with.
- Very strong analytics engine in it. Easy segmentation to make some very specific design decisions.
- Simple multivariate campaign setup.
- User interface needed a lot of work, in particular with the use of MBoxes. This has supposedly been improved upon though with the latest release.
- To build out specific segments required direct knowledge of how to write javascript, which isn't in the wheelhouse of our marketing team.
- Creating offers required direct knowledge of html.