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
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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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- Tech Details
- FAQs
What is Adobe Target?
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Reviews and Ratings
(160)Attribute Ratings
Reviews
(1-18 of 18)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 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.
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.
- 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.
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?
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.
T&T Review
- Multiple options to split the traffic across different segments. For example, we test campaigns sent out on weekdays versus weekends, and we do some multivariate testing on various combinations of creative and embedded pricing. Since most of our campaigns are national in scope, we don't use the geo segmenting capabilities.
- The product is quite intuitive and easy-to-use.
- Conversion reports are very helpful.
- We can manage multiple tests simultaneously.
- Impression volume cannot be segmented after the fact. If I did not create the segment up-front, I cannot segment the data on the back end. We use SiteCatalyst do do this.
User Experience Optimization with Test & Target
- Test & Target is an excellent means to understand and quantify any user experience solutions your business needs to achieve.
- Large scale tests combined with incremental changes will whip your web properties into shape. You will better understand your customers, as well as your success metrics. In the scope of a campaign, you can better understand the behavior of your audience by setting up specific success metrics (i.e. clicks on specific nav items, white paper downloads, page landings, etc.) alongside your primary conversions (i.e. form fill, purchase, application, etc.)
- Test & Target is an excellent solution for directing traffic to the appropriate web properties. By targeting specific users, you will have the ability to set up parameters which determine the content which you want the customer to view.
- Test & Target undergoes product updates on a regular basis, making its capabilities more robust. You must be analytic AND creative to use Test & Target to its fullest potential.
- Be careful to not rack up too many server calls - this can be a costly endeavor. If you're in a large corporation which can afford mass quantities of server calls per year, then you won't have to be as concerned. If you are a small company, you must be more prudent and use T&T for specific campaigns which have a life span, can warrant specific results, and do not linger on. De-activating mboxes within T&T is a great way to disable mboxes without bugging IT or your web developers about removing/adding mboxes every time you want to run a campaign.
- T&T is client-side user experience testing, meaning what the customer sees is based on their specific visit in a specific web browser - and the experience is controlled by T&T during the lifespan of the cookie. This is not a fault of T&T, but it is necessary to understand. As you build and QA campaigns, you still have to check the experience in ALL browsers and you have to be aware that a user visiting your site on more than one computer may see different experiences based on how they were routed in the test campaign.
Adobe Test&Target is good, but....
- The features and navigation are very intuitive.
- Reports are very informative with ability to create custom segments to help analyze results from different angles.
- Setting up campaigns is very straightforward. Anyone could do it with basic training of the tool. And Adobe offers assistance for questions when setting up campaigns.
- Adobe also offers assistance for technical support for setting up offers, but it's limited.
- It relies on mbox and depending on how they are implemented, you may need to rely on your IT team to implement additional mboxes for certain tests.
- To set up test offers, most of the time you will need to have knowledge of html and css. And depending on how the mboxes are implemented, you could be heavily relying on jQuery to manipulate the elements on your site for test offers.
- There is no WYSIWYG interface for you to highlight elements on your site while creating offers, which could be useful for users with less front end development experience.
Overall review
- Integration with analytics suite.
- Easy presentation of data.
- Excellent setup.
- Not very user friendly to the non-technical people.
- Needs a better interface.
- Ability to QA the test.
Expensive, inaccurate, and 70% not useful.
- The product interface is very easy to use. Tests are easy to set up and manage.
- From the development standpoint, tests are not any easier to set up than they would be manually. They actually are more complicated and provide more work to our development team.
- The software is extremely expensive. You cannot segment your tests or campaigns by geo-targeting, for example, unless you pay extra for that portion of the package.
- Customer service was easy to get into contact with, but your consulting time with them is very limited, and they weren't always knowledgeable about the issues you needed help with.
- The software is mainly centered around the "Target" portion of the product (I would say about 75% of the product is devoted to this). Once testing completes, there are many options to push your winning campaigns live and target them to specific segments. Unfortunately this adds to the expense of the software; you pay by impressions. We also use an external ad display software. For these reasons, we did not use any of the targeting portion of the product, which left 75% of it unusable.
- Test results are real-time, but we found they weren't always accurate. For example, when we would implement the winning campaign from a test, we often found no drastic improvement in conversion, or sometimes it even converted worse.