Adobe Target vs. VWO

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Adobe Target
Score 7.5 out of 10
N/A
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.N/A
VWO
Score 8.4 out of 10
N/A
VWO is an A/B testing and conversion optimization platform that enables growing businesses to conduct qualitative and quantitative visitor research, build an experimentation roadmap and run continuous experiments on their digital properties. With its 5 capabilities Plan, Track, Test, Analyze, and Target, it brings the entire CRO (conversion rate optimization) process at one place. VWO helps online businesses follow the process- and data-driven conversion…
$49
per month
Pricing
Adobe TargetVWO
Editions & Modules
No answers on this topic
Subscription
$99.00
per month
TESTING
Get a Demo
The classic VWO A/B testing solution
CONVERSION OPTIMIZATION
Get a Demo
The all-in-one platform for all your optimization needs
ENTERPRISE
Get a Demo
Customized solution with advanced AB testing and conversion optimization capabilities
Offerings
Pricing Offerings
Adobe TargetVWO
Free Trial
NoYes
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoYes
Entry-level Setup FeeNo setup feeNo setup fee
Additional Details
More Pricing Information
Community Pulse
Adobe TargetVWO
Considered Both Products
Adobe Target

No answer on this topic

VWO
Chose VWO
Optimizely is best in class, but extremely expensive. We found Omniconvert and Convert to have some benefits, but fell short on interface and reliability. Adobe Target is possibly the most-expensive and the hardest, most-unpleasant to use and setup, so we'd never recommend it. …
Chose VWO
VWO was our ultimate choice because we of the affordability. It also fell more in line with our use case of testing and not necessary for full personalization.
Chose VWO
The way that the VWO technology works allows us to test on our clients websites and change presentations of pages without the visitor ever knowing or seeing any elements flash or move. We were unable to achieve that with the Optimizely platform and experienced flickering and …
Chose VWO
Visual Website Optimizer is much easier to implement and use. It also doesn't need the extensive (and costly) Adobe Marketing Suite.
Top Pros
Top Cons
Features
Adobe TargetVWO
Testing and Experimentation
Comparison of Testing and Experimentation features of Product A and Product B
Adobe Target
8.1
9 Ratings
6% below category average
VWO
7.6
8 Ratings
12% below category average
a/b experiment testing8.59 Ratings8.21 Ratings
Split URL testing8.28 Ratings9.11 Ratings
Multivariate testing8.28 Ratings8.88 Ratings
Multi-page/funnel testing7.36 Ratings6.41 Ratings
Cross-browser testing8.65 Ratings8.21 Ratings
Mobile app testing8.65 Ratings00 Ratings
Test significance7.69 Ratings7.31 Ratings
Visual / WYSIWYG editor7.78 Ratings7.31 Ratings
Advanced code editor8.07 Ratings9.11 Ratings
Page surveys7.84 Ratings00 Ratings
Visitor recordings8.24 Ratings6.41 Ratings
Preview mode8.28 Ratings6.41 Ratings
Test duration calculator8.18 Ratings6.41 Ratings
Experiment scheduler8.19 Ratings00 Ratings
Experiment workflow and approval7.96 Ratings00 Ratings
Dynamic experiment activation7.84 Ratings00 Ratings
Client-side tests8.57 Ratings00 Ratings
Server-side tests7.74 Ratings00 Ratings
Mutually exclusive tests8.28 Ratings00 Ratings
Audience Segmentation & Targeting
Comparison of Audience Segmentation & Targeting features of Product A and Product B
Adobe Target
8.4
9 Ratings
5% below category average
VWO
8.2
1 Ratings
7% below category average
Standard visitor segmentation8.69 Ratings9.11 Ratings
Behavioral visitor segmentation8.28 Ratings7.31 Ratings
Traffic allocation control8.69 Ratings9.11 Ratings
Website personalization8.18 Ratings7.31 Ratings
Results and Analysis
Comparison of Results and Analysis features of Product A and Product B
Adobe Target
8.1
9 Ratings
5% below category average
VWO
7.0
1 Ratings
20% below category average
Heatmap tool8.24 Ratings6.41 Ratings
Click analytics7.37 Ratings6.41 Ratings
Scroll maps7.84 Ratings6.41 Ratings
Form fill analysis8.74 Ratings00 Ratings
Conversion tracking8.28 Ratings8.21 Ratings
Goal tracking8.28 Ratings8.21 Ratings
Test reporting8.59 Ratings7.31 Ratings
Results segmentation8.28 Ratings5.51 Ratings
CSV export7.37 Ratings00 Ratings
Experiments results dashboard8.49 Ratings8.21 Ratings
Best Alternatives
Adobe TargetVWO
Small Businesses
Convert Experiences
Convert Experiences
Score 9.5 out of 10
Convert Experiences
Convert Experiences
Score 9.5 out of 10
Medium-sized Companies
Kameleoon
Kameleoon
Score 9.5 out of 10
Kameleoon
Kameleoon
Score 9.5 out of 10
Enterprises
Dynamic Yield
Dynamic Yield
Score 9.2 out of 10
Kameleoon
Kameleoon
Score 9.5 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
Adobe TargetVWO
Likelihood to Recommend
6.8
(36 ratings)
8.5
(105 ratings)
Likelihood to Renew
6.3
(24 ratings)
8.7
(20 ratings)
Usability
1.1
(4 ratings)
8.2
(2 ratings)
Availability
6.1
(4 ratings)
9.1
(3 ratings)
Performance
8.0
(3 ratings)
8.2
(1 ratings)
Support Rating
3.5
(9 ratings)
9.1
(4 ratings)
In-Person Training
8.1
(3 ratings)
-
(0 ratings)
Online Training
6.1
(3 ratings)
6.4
(1 ratings)
Implementation Rating
7.2
(5 ratings)
9.1
(3 ratings)
Configurability
-
(0 ratings)
8.2
(1 ratings)
Ease of integration
-
(0 ratings)
3.6
(1 ratings)
Product Scalability
-
(0 ratings)
8.2
(1 ratings)
Vendor post-sale
-
(0 ratings)
9.1
(1 ratings)
Vendor pre-sale
-
(0 ratings)
8.2
(1 ratings)
User Testimonials
Adobe TargetVWO
Likelihood to Recommend
Adobe
If you're using the Adobe stack and tools to power your website, Target is a great solution to implement. I've utilized Target within two organizations, one running on Adobe Experience Manager (AEM), and the other on Adobe Magento. I don't see how companies could harness the full capacity of Target without also having Adobe Analytics integrated. This is their 'secret sauce' and might not be a good solution for companies who are invested in Google Analytics 360. Integration was straightforward but did require support from the Adobe team to implement successfully. While Target is a great tool for digital teams to support, you'll need your tech team aligned and available to support implementation.
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Wingify Pvt Ltd
Our marketing team does a lot of creative testing around messaging and imagery. VWO is well suited for this type of testing and can yield great results if you define your conversion goals correctly. However, when we have tried to do more substantial/advanced changes through VWO (such as re-positioning content or modifying elements in a form), we have had some challenges and not been able to get the desired tests working correctly.
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Pros
Adobe
  • 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.
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Wingify Pvt Ltd
  • VWO has a strong support team willing to help provide answers to questions during the setup process. During setup, we had some questions regarding implementation across a significant number of sites and they were able to ease dev team concerns and provide detailed best practices to streamline integration.
  • Some of the initial results of a few of the initial tests raised some questions internally. We setup a call and were able to quickly address the questions and find some opportunities to leverage moving forward.
  • I discovered a bug within the UI that lead to some questions internally. I was able to report it and the problem was fixed rather quickly and their team followed up with a thank you for reporting it and to report the issue was now resolved.
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Cons
Adobe
  • 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.
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Wingify Pvt Ltd
  • The user interface within VWO does take a bit of time to get used to, especially as it pertains to switching back and forth between tests. When running multiple experiments on a site at a time, a clear and succinct dashboard for everything in one place would be helpful (as opposed to needing to switch between A/B, multivariate, etc).
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Likelihood to Renew
Adobe
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
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Wingify Pvt Ltd
It's great value and we think we've ironed out all the major teething troubles. However, if we experience any more bugs or problems that significantly slow us down then we're seriously considering switching to Optimizely, which I haven't personally tested but have heard great things about from my CRO peers
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Usability
Adobe
Can be difficult to learn, but once you understand Mboxes and the nuances of the system it's very user friendly
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Wingify Pvt Ltd
I gave Visual Website Optimizer a rating of 8 because it is overall a great product to use. Setting up and keeping track of various tests is easy and straight forward. The only reason why this product is not rated higher is because the support documents online leave a lot of room for improvement.
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Reliability and Availability
Adobe
i don't think we use the full functionalities of the tool, but to use the full functions, it's almost impossible (Too hard)
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Wingify Pvt Ltd
I have not experienced an application error or unplanned outage with VWO.
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Performance
Adobe
The bottleneck is never the software program
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Wingify Pvt Ltd
VWO doesn't appear to slow down our website at all, though some customers with adblockers like UBlock Origin have been known to not see entire pages if VWO is making changes to the page at a macro level (background, font, etc). This is rare though.
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Support Rating
Adobe
On several occasions, we have had the need to ask for help from the Adobe Target support team, and I must say that they have provided us with an excellent experience, as they take care of solving the problems quickly and with high precision
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Wingify Pvt Ltd
While their online document support is lacking a simple email to their support team will almost always get responded to the next day. It has however taken more than one email to explain the problem to the support team till they understood the problem. The solution I was given also only half fixed the problem the rest I figured out on my own.
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In-Person Training
Adobe
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)
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Wingify Pvt Ltd
No answers on this topic
Online Training
Adobe
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.
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Wingify Pvt Ltd
Training was good, just limited to the onboarding process. They walked through all of the steps it takes to get started in VWO and each of the modules, along with giving us ideas for starting our first test. I feel like it could be better if there was a guided process within the VWO program to continue to educate you along the way, and a way to turn that off for experienced users.
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Implementation Rating
Adobe
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
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Wingify Pvt Ltd
Overall, the implementation of VWO is straightforward. If you've got a straightforward way of deploying code to all of your test pages, either a good CMS or a TMS, then implementation should be a breeze. There is no tweaking to be done to the code itself, and once deployed it has the flexibility to cope with different VWO modules (tracking, conversion analysis, session analysis) without modification.
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Alternatives Considered
Adobe
We seriously considered another software but because we use so many other Adobe products this made the most sense for us. If you are not dependent on other Adobe software and are a smaller company, in my opinion, Target may not be the best fit.
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Wingify Pvt Ltd
I used Google Optimize when it had just launched. It was therefore not yet a competitor to VWO. I haven't used it in roughly half a year time, so a lot has probably changed. I still use Hotjar for certain features that VWO offers, but which I think function better in Hotjar. I for instance prefer the Hotjar heatmaps, because I can elect to ignore certain elements on the webpage, such as a cookie consent pop up. A simple difference which makes me like Hotjar recordings more is that I can view a recording and click next, rather than going back to the overview and selecting the next recording.
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Scalability
Adobe
No answers on this topic
Wingify Pvt Ltd
The product seems infinitely scalable for our needs (small business) and we've never had any issue with loading VWO-edited elements. I will say, though, that online customers with ad blockers have been known to not see certain VWO elements as their third-party scripts are disabled.
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Return on Investment
Adobe
  • We have been able to run specific A/B tests that have shown an increase in conversion, which in turn has led to very large banked sales numbers for the year.
  • We have been able to prove that using and automated Merchandising process did not decrease conversion. This allowed us to greatly increase efficiency by opening up resource time.
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Wingify Pvt Ltd
  • The ability to offer a CRO service is greatly enhanced by VWO, as it allows us to run tests for clients
  • The editor means to some extent we don't need much developer resource to run the tests, lowering costs of doing so
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ScreenShots

VWO Screenshots

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