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119 Ratings
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Top Rated
375 Ratings
119 Ratings
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Score 8.2 out of 101

Optimizely

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Top Rated
375 Ratings
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Score 8.4 out of 101

Likelihood to Recommend

Adobe Target

Adobe Target is best suited if you have or desire to have the rest of the Adobe stack (Adobe Launch, Adobe Analytics, Adobe AAM, etc.), although analytics itself can be relatively easily integrated with just about any major testing tool. If your testing program is more advanced, and you'd like to get into heavy personalization, I'd say Target has some features that could definitely be beneficial (e.g. Auto Target, Auto Allocation), but another tool like Evergage or Dynamic Yield is probably a better bet.
No photo available

Optimizely

Optimizely is a great A/B testing tool for any size business. The Optimizely platform democratizes A/B testing through a simple interface, excellent training tools, easy implementation and low dependence on IT resources. Utilizing Optimizely I've been able to run robust experimentation programs with a variety of resources (acting as a 1-person team with limited access to IT resources as well as managing a team with high access to resources). Additionally, Optimizely is well-priced and positioned to be affordable for a variety of business sizes.
Emily Emmer profile photo

Feature Rating Comparison

Testing and Experimentation

Adobe Target
7.5
Optimizely
7.3
a/b experiment testing
Adobe Target
9.0
Optimizely
8.2
Split URL testing
Adobe Target
8.3
Optimizely
7.8
Multivariate testing
Adobe Target
8.7
Optimizely
7.9
Multi-page/funnel testing
Adobe Target
7.3
Optimizely
7.5
Cross-browser testing
Adobe Target
7.5
Optimizely
7.2
Mobile app testing
Adobe Target
6.0
Optimizely
6.8
Test significance
Adobe Target
6.7
Optimizely
7.2
Visual / WYSIWYG editor
Adobe Target
5.7
Optimizely
7.2
Advanced code editor
Adobe Target
8.0
Optimizely
6.7
Page surveys
Adobe Target
6.0
Optimizely
6.8
Preview mode
Adobe Target
5.5
Optimizely
6.8
Test duration calculator
Adobe Target
7.3
Optimizely
6.6
Experiment scheduler
Adobe Target
9.0
Optimizely
8.0
Experiment workflow and approval
Adobe Target
7.0
Optimizely
7.2
Dynamic experiment activation
Adobe Target
8.0
Optimizely
7.5
Client-side tests
Adobe Target
9.5
Optimizely
7.4
Server-side tests
Adobe Target
8.0
Optimizely
6.8
Mutually exclusive tests
Adobe Target
8.0
Optimizely
6.8
Visitor recordings
Adobe Target
Optimizely
7.2

Audience Segmentation & Targeting

Adobe Target
8.6
Optimizely
7.7
Standard visitor segmentation
Adobe Target
8.0
Optimizely
7.9
Behavioral visitor segmentation
Adobe Target
8.0
Optimizely
7.6
Traffic allocation control
Adobe Target
9.7
Optimizely
8.2
Website personalization
Adobe Target
8.7
Optimizely
7.1

Results and Analysis

Adobe Target
7.1
Optimizely
7.2
Heatmap tool
Adobe Target
9.0
Optimizely
6.7
Click analytics
Adobe Target
9.0
Optimizely
7.6
Scroll maps
Adobe Target
9.0
Optimizely
7.1
Form fill analysis
Adobe Target
7.0
Optimizely
6.6
Conversion tracking
Adobe Target
6.0
Optimizely
7.6
Goal tracking
Adobe Target
6.5
Optimizely
7.6
Test reporting
Adobe Target
7.0
Optimizely
7.8
Results segmentation
Adobe Target
5.5
Optimizely
7.3
CSV export
Adobe Target
5.0
Optimizely
6.6
Experiments results dashboard
Adobe Target
6.7
Optimizely
7.5

Pros

Adobe Target

  • 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.
No photo available

Optimizely

  • Optimizely makes it extremely easy to setup almost any type of split or multi-variate testing experiment. It has a variety of test triggers types & many ways to segment incoming visitors.
  • I believe Optimizely's results dashboard is one of the best among split testing software. It allowed my team to get insights into the running of tests, like time to significance and a view of metric changes over time.
  • Optimizely is very easy to use for non-engineers. It has a powerful visual interface that allows marketers and advertisers to setup complex variations without 1 line of code.
  • In terms of documentation and implementation, I believe Optimizely is ahead of its competitors in terms of its focus on reliability and speed.
Alec Dibble profile photo

Cons

Adobe Target

  • 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?
No photo available

Optimizely

  • Assistance with on-boarding the tool as opossed to using a partner.
  • Dedicated training on the tool for internal business users both on the development and consultancy side.
  • Impression usage should be applied to running AB tests only - Development teams need to take some time to implement a winning variation and so using impressions to temporarily run a winning experience is not ideal.
Ashley Smith profile photo

Likelihood to Renew

Adobe Target

Adobe Target 6.3
Based on 24 answers
We have a team of people trained on how to use the application and it integrates well with the other Adobe products we use. Our future roadmap of testing will require some complex scenarios which we hope Target will be able to accomplish
Richard Hayes profile photo

Optimizely

Optimizely 9.0
Based on 43 answers
Because it's an incredible and essential tool for my line of work as a conversion optimization specialist. Really couldn't do my job nearly as effectively without it. It's paid for itself many times over and I feel like I'm only beginning to unlock the tools potential.
Jeremy Bradford profile photo

Usability

Adobe Target

Adobe Target 1.1
Based on 4 answers
Can be difficult to learn, but once you understand Mboxes and the nuances of the system it's very user friendly
Brett Johnson profile photo

Optimizely

Optimizely 7.5
Based on 54 answers
I've heard great feedback from the Marketing and Development team who use the tool. I am not particularly great with code but find it easy to set up tests on my own and feel confident putting them live using the preview tool.
Fay Dawson profile photo

Reliability and Availability

Adobe Target

Adobe Target 6.1
Based on 4 answers
i don't think we use the full functionalities of the tool, but to use the full functions, it's almost impossible (Too hard)
Petrik Oh profile photo

Optimizely

Optimizely 9.0
Based on 5 answers
Web interface is nearly always available. Javascript snippet (which actually runs the test) is distributed on a CDN for near-constant availability.
Albert Wavering profile photo

Performance

Adobe Target

Adobe Target 8.0
Based on 3 answers
The bottleneck is never the software program
Brett Johnson profile photo

Optimizely

Optimizely 6.0
Based on 5 answers
We have had some issues with screen flicker when loading experiment content. We had to dial back some of the creative changes to load smaller files.
Shawn Daley profile photo

Support

Adobe Target

Adobe Target 4.5
Based on 8 answers
Adobe rarely responds before the 3rd or 4th time you attempt to get up with them, and when they do there are many delays, transfers, that typically lead to us solving the issue ourselves in the meantime before they can.
No photo available

Optimizely

Optimizely 9.0
Based on 14 answers
They always are quick to respond, and are so friendly and helpful. They always answer the phone right away. And [they are] always willing to not only help you with your problem, but if you need ideas they have suggestions as well.
Sean Cleveland profile photo

In-Person Training

Adobe Target

Adobe Target 8.1
Based on 3 answers
The instructor that came to train us was awesome and this training was very useful. I would recommend it for anyone who is going to be using this software. I only mark it lower because it is an added expense to an already expensive product, and a lot of the training covered the "Target" portion of the software (which again, we didn't use)
Sarah Schick profile photo

Optimizely

No score
No answers yet
No answers on this topic

Online Training

Adobe Target

Adobe Target 6.1
Based on 3 answers
The training was very easy to understand, however it would have been more useful to my development team than me. It was also primarily over-the-phone, which is never as easy to follow as in-person. We ended up scheduling and paying for an in-person training session to supplement the online/phone training because it wasn't helpful enough.
Sarah Schick profile photo

Optimizely

Optimizely 3.0
Based on 1 answer
No answer on this topic is available.

Implementation

Adobe Target

Adobe Target 7.2
Based on 5 answers
Implement using a global mBox on the page so you can change any and everything over the traditional method. Traditional method is good if you do not have technical web dev resources, do not know Javascript/jQuery, or you have money to blow on mBox calls. Global deployment reduces mBox calls and allows you to touch many parts of the page easily. A lot more customizable
No photo available

Optimizely

Optimizely 8.0
Based on 11 answers
Ensure that your Optimizely JS script is loaded in the header of the page. The reason for this is that the DOM loads the page, and if you are changing elements on the page in your variation, Optimizely needs to know this before the page loads so that it can make those changes for your variation.
Douglas Wright profile photo

Alternatives Considered

Adobe Target

I have used Optimizely for A/B testing. Optimizely makes it easier to set up almost any type of testing experiment. Optimizely is also strongly recommended for a limited number of users and when you want to optimize the cost. Optimizely was selected over Adobe Target since the start-up company had a limited budget to invest on A/B testing platform.
Vaibhav Choksi profile photo

Optimizely

I think that Optimizely is more user-friendly than Adobe and Monetate, for example - Adobe is really suited for people with deep pockets and a distinct technical acumen that may not be suitable for a small business. Montetate is not user-friendly - even for seasoned marketers. Apptemize is a pretty great product but they killed their free product. Like Optimzely, they seem to be shooting for enterprise-level clients.
Sylvia Flores profile photo

Scalability

Adobe Target

No score
No answers yet
No answers on this topic

Optimizely

Optimizely 7.1
Based on 47 answers
Optimizely offers excellent testing features and incredible technical support and training resources enabling non-technical teams most benefited by experimentation to truly own this function. Optimizely is easy to implement and use, has simple integration with other technologies making it a staple in our marketing technology stack. Finally, Optimizely continues to innovate around its core technology to add new features and capabilities to improve the overall experimentation process (such as acquiring Experimentation Engine in 2018). In a dynamic and ever-changing marketing technology landscape expect to continue using Optimizely in my marketing technology stack for many years to come.
Emily Emmer profile photo

Return on Investment

Adobe Target

  • The quantifiable results of each campaign are reflected in the lift and confidence. Within each campaign, you have the ability to tie a dollar amount to to each conversion metric, in order to monetarily understand the successes and project the benefits of implementation over a period of time.
  • Within each campaign you can set up any number of success metrics, in the interest of understanding the behavior of your audience for each experience. But you will usually want to optimize for a specific conversion and move forward with the implementation based on the test results.
  • As a conversion optimization specialist in the field of education management, my team was tasked primarily with lead generation. Test & Target helped our marketing team better understand the behavior of our customers, informing our user experience decisions and creating more satisfying experiences for our audience.
Paul Labrise profile photo

Optimizely

  • Before using Optimizely, we were shooting in the dark with our design decisions. We'd make a change, then have to wait to see our user numbers drop over the course of a couple weeks, then roll back the changes. Our front end team would get frustrated with the wasted time, and try again. With Optimizely, our decisions are data-driven, morale doesn't take a hit, and we are always moving forward with our site.
Benjamin Himley profile photo

Pricing Details

Adobe Target

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No

Optimizely

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No

Rating Summary

Likelihood to Recommend

Adobe Target
8.3
Optimizely
8.5

Likelihood to Renew

Adobe Target
6.3
Optimizely
9.0

Usability

Adobe Target
1.1
Optimizely
7.5

Reliability and Availability

Adobe Target
6.1
Optimizely
9.0

Performance

Adobe Target
8.0
Optimizely
6.0

Support

Adobe Target
4.5
Optimizely
9.0

In-Person Training

Adobe Target
8.1
Optimizely

Online Training

Adobe Target
6.1
Optimizely
3.0

Implementation

Adobe Target
7.2
Optimizely
8.0

Scalability

Adobe Target
Optimizely
7.1

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