Target Standard & Premium Capabilities - #1 of 7 - A/B Testing [Tuesday Tech Bytes]

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Adobe Target offers many different testing & personalization options.  I’ve outlined them here, and separated them into several categories – Non-personalized vs. personalized and Non-AI/ML vs. AI/ML.  Note that the categories can overlap.  The dotted lines represent the corresponding Personalized/AI version of the non-personalized/non-AI category.  So Automated Personalization is to Multivariate what Auto-Target is to A/B testing.

This post will cover A/B Testing!  A/B Testing falls into the non-personalized, non-AI/Machine-learning suite of capabilities in the Adobe Target Premium capabilities package, although this option is also available in Target Standard.  In future posts, I’ll cover the other categories, so stay tuned!

What is A/B testing?

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage or app against each other to determine which one performs better. A/B testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.

When to use A/B testing

1. Have 2-5 (ish) versions to test where only 1 element is changing
2. No need for personalization
3. ‘Do no harm’ test
4. Time is not a big factor
5. Can be run as a value test or evidence test; best method for trying to measure true monetary value of any given test experience

Examples:

1. Test whether banner X or banner Y is better for the majority of customers
2. Test which landing page is better for the majority of customers

How to access A/B testing in Adobe Target

Stay tuned to the next posts which will cover each category on its own – what it is, when to use it, and how to access it in Adobe Target.  Next up is Multivariate.
3rd post in the series on Auto-Allocate.

This article is part of the Tuesday Target Tech Bytes series.  The introductory article can be found here:  

https://experienceleaguecommunities.adobe.com/t5/adobe-target-blogs/welcome-to-adobe-target-tuesday-...
@Gokul_Agiwal , @Rajneesh_Gautam_