Adobe Target, also known as Test and Target, is Adobe’s optimisation solution hosted within the Adobe Experience Cloud platform.
As well as offering a powerful solution for A/B testing, Adobe Target also enables multivariate testing, personalised and dynamic content solutions and mobile app optimisation.
Recent updates including the recommendation engine and integration with Adobe Experience Platform provide even more capability to A/B test with known and unknown visitors and provide better customer experiences.
If you’re not familiar with A/B testing (also known as bucket tests and split-run testing), it’s a process commonly used by marketers to assess two or more variants of information across websites, emails or mobile apps:
The purpose of Adobe Target A/B testing is usually to identify the best performing variant in terms of conversion, revenue or engagement. This could be the viewing of a specific webpage, time spent on the website, click-through rate, or any other variable right through to the completion of an order.
A/B tests are handled in two main ways within Adobe Test and Target feature:
URL redirects are more common when evaluating two differing purchase funnels, where the steps the customer takes between selecting a product or service and completing the purchase are substantially different, or where multiple versions of a page have been developed.
In both cases, Experience A is usually set as the standard version and control experience, and Experience B is used to test different variables.
Adobe Test and Target includes an online editor to create simple A/B tests by altering content, such as changing the page heading or using an alternative hero image. The online editor also caters for basic style changes of a page, such as amending the background colour of a text box or changing the text colour.
The online editor also offers the option to change the HTML and CSS where more complex changes to the content, styling or navigation are required.
Adobe Test and Target provides the option to specify audiences the A/B test is appropriate for. Tests can either be set to run for All Visitors, or only to run when the visitor is identified as being part of a specified audience.
The platform includes several predefined audiences including the following:
Audiences created elsewhere in the Adobe Experience Cloud are also available for use within Adobe Test and Target. For example, integrating Adobe Experience Platform audiences in Adobe Target allows targeting for known CRM contacts as well as unknown website visitors.
Audiences can be combined and used as the targets for the test or set as exclusions.
For example, you may wish to run Adobe Target’s A/B testing capabilities for the home page to change the hero image but only if the visitor was not referred to the site via a search engine. In this scenario you would target All Visitors but exclude the audiences related to search engine referrals.
In addition to the predefined and Adobe Experience Cloud audiences. Adobe Target also allows users to create new audiences based on several additional rules, such as the pages the visitor has viewed and referring sources, such as specific campaign URLs.
Audiences today expect to be recommended relevant content. Media companies like Netflix, Spotify and YouTube do this exceptionally well, but personalised recommendations are also core to the consumer experience in travel, retail, B2B sales, web publishing and more industries.
Adobe Target introduced a recommendation engine that uses AI to provide relevant and personalised recommendations in real-time.
Marketers provide the context for what kind of recommendations to provide, then Adobe Target analyses millions of data points to recommend the most relevant items from the company’s catalogue, such as:
Adobe Target’s recommendation engine lets you define the audience, criteria and design for recommendations.
Read more about implementing Adobe Target’s recommendation engine here.
Allocating traffic during the A/B test can be managed in two ways within Adobe Target:
Alongside its leading Test and Target features, the platform has in-built reporting capabilities to track the performance of each A/B test. Goals are split into three measures:
A primary goal is set for each A/B test which is used in the auto-allocate traffic allocation mentioned above (if selected). Multiple additional metrics can also be added.
An example of a primary goal could be:
and a supporting additional metric could be:
When planning A/B tests, it’s important to avoid conflicts between multiple tests, and it’s worth considering any upcoming events or campaigns that could impact the measurement of success of each test.
How long an Adobe Target A/B test should run for varies depending on the number of experiences included in that test, the traffic volume and the type of allocation. In general, lower traffic volumes or tests with more than two experiences, usually require longer test durations.
We hope this brief Adobe Target A/B testing tutorial has given you a better understanding of how Adobe Test and Target features works. Once you get to grips with all the platform’s features then it can help you enhance the performance of your campaigns considerably.
Learn about TAP CXM’s Adobe Target training services.