Adobe Target is Adobe’s optimisation solution hosted within the Adobe Experience Cloud platform.
As well as offering a powerful solution for A/B testing, it also delivers multivariate testing, personalisation solutions (allowing organisations to display relevant content), and mobile app optimisation, to deliver the best user experience.
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 test two or more variants of the following across their website, e-mails or mobile apps:
The purpose of 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, or anything right through to the completion of an order.
A/B tests are handled in two main ways within Adobe Target:
In both cases, Experience A is usually set as the standard / current version and is set as the control experience.
Adobe Target includes an online editor making it straight forward to create simple A/B tests to alter content – such as changing the 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 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.
Adobe Target includes several predefined audiences including the following:
Audiences created elsewhere in the Adobe Experience Cloud are also available for use within Adobe Target.
Audiences can be combined and used as the targets for the test or set as exclusions.
For example, you may wish to run an A/B test on 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.
Allocating traffic during the A/B test can be managed in two ways within Adobe Target:
Adobe Target 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 compaigns that could impact the measurement of success of each test.
How long an 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.