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Adobe Target

Score8.8 out of 10

168 Reviews and Ratings

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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.

Categories & Use Cases

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Adobe Target Key Features

Learn about the best (and worst!) features Adobe Target has to offer, as determined by TrustRadius' reviewers.
Based on 168 ratings of Adobe Target's features
View all Adobe Target features

Top Performing Features

  • a/b experiment testing

    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.

    Category average: 8.6

  • Multivariate testing

    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.

    Category average: 8.2

  • Preview mode

    Preview your experiment before running it live on your site or app.

    Category average: 7

Areas for Improvement

  • Experiment workflow and approval

    Ability to assign different phases of the experiment process to your team and approve next steps for an experiment or campaign.

    Category average: 6.7

  • Mutually exclusive tests

    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.

    Category average: 6.9

  • Test significance

    Ability to set the statistical significance level, or confidence interval, of a given test, for example at the 90% or 95% level.

    Category average: 7.3

Who Buys & Uses Adobe Target

Adobe Target Reviews

What users are saying about Adobe Target.
View all Adobe Target reviews

Target Review

Incentivized
Shannon Craig
Digital Product Manager in Engineering at Vanguard (10,001+ employees employees)

Use Cases and Deployment Scope

My team uses Adobe Target for tagging and experimentation for secure login and the mobile app. We have many use cases across that are used to track and test user experiences for our product teams. We provide tagging strategy for application developers to track components within pages. We complete ~20+ tagging and experiments per month.

Pros

  • A/B testing
  • Click tracking and component tagging
  • Integration with other Adobe tools

Cons

  • Manage timeouts
  • Latency issues
  • Exeperiments across SDK & nonweb SDK pages

Return on Investment

  • Allows testing of experiences to understand client behavior
  • Campaigns have increased additional cashflow for new products

Usability

Adobe Target allows to make decisions that impact in the funnel.

Incentivized
Jorge Leal
Head Of digital Marketing in Marketing at Compartamos Bancog (10,001+ employees employees)

Use Cases and Deployment Scope

I use Adobe Target for personalization and AB testing We deliver personalized content trough target based on the profile of the costumer and the audience, we work with Adobe Target and Adobe Analytics to deliver this experiences.

Pros

  • AB Testing
  • Personalized Banners
  • Change colors of landing pages

Cons

  • More use cases for WebSite that doesn't have e-commerce.

Return on Investment

  • It allows to make decisions that impact in the funnel.
  • We optimize and improve the conversion in A 25%

Usability

Alternatives Considered

Adobe Marketo Engage and Adobe Analytics

Other Software Used

Adobe Marketo Engage, Adobe Analytics

Adobe Target is an effective when it works but is currently a buggy mess with severely reduced functionality.

Incentivized
Verified User
Analyst (1001-5000 employees employees)

Use Cases and Deployment Scope

Adobe Target is important for our organization and theoretically enables us to more easily run A/B tests and carry out personalization on a number of our sites. Target also enables us to run these tests and personalizations with less, if any, developer support, allowing us to quickly iterate on new ideas

Pros

  • Enables A/B testing through a visual editor
  • Integrate well with Adobe analytics for further analysis
  • Makes it easy to reuse certain experiences

Cons

  • New UI is extremely buggy
  • New UI has reduced functionality compared to the old UI with certain features completely missing
  • Customer support for Target is abysmal and takes extended periods of time to get any satisfactory support

Return on Investment

  • Allows us to quickly iterate on new experiences with minimal uplift
  • Removes some of the burden on web developers to create new experiences that haven't been proven
  • Consistently buggy experience and degraded functionality recently has severely impacted our ability to deliver value with this tool

Usability

Other Software Used

Adobe Analytics, ObservePoint, Adobe Workfront

it always can be better

Incentivized
Verified User
Analyst in Finance and Accounting (10,001+ employees employees)

Use Cases and Deployment Scope

We use it to drive CRO discipline and do AB testings. Its very difficult to implement in different environments, we couldn't have the right support, and we also have to pay for that too (when we're paying for the tool). Also its not very friendly with other analitycs tools.

Pros

  • Personalization
  • Experiments view

Cons

  • Experiment results view (calculator)
  • Design features (to edit when you're not a dev)
  • Implementation with another analitycs tools (not with AA, for ex: GA4)
  • Implementation in environments (especially on app)

Return on Investment

  • Amount of experiments
  • Best Flickr time
  • Speed
  • We need to try personalization features

Usability

Alternatives Considered

Adobe Illustrator CC, Adobe PhotoShop, Adobe Firefly, Adobe InDesign and Figma

Other Software Used

Figma, Adobe PhotoShop, Adobe Target

Adobe Target Review

Incentivized
Verified User
Professional (10,001+ employees employees)

Use Cases and Deployment Scope

We do A/B tests through it. Website A/B tests, and mobile app A/B tests. So experimentation.

Pros

  • So the distribution of all the experiments is really good. And also the way it facilitates all the data so that you can analyze it better in Adobe Analytics. It's really good.

Cons

  • So all of the part where it uses AI, it becomes more of a black box, so it loses the explainability of why stuff is working and that makes it harder to iterate on other tests, other experiments. If you don't know why it works, then how are you going to do it better next time?

Return on Investment

  • It's helped Freshwork quantify the effects of experimentation and it's also helped organize all the experiments that we're doing inside just the same program.

Usability

Alternatives Considered

Adobe Analytics and Adobe Audience Manager

Other Software Used

Hotjar

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