Adobe Target
We use Adobe Target to experiment on the public website to optimise, personalise and improve customer experience. Adobe target supports a range of different forms of experimentation depending on the hypothesis and type of result wanted. This includes A/B testing, multivariate testing, experience targeting, recommendations and automated personalisation.
We currently use Target for three different types of experiment:
A/B testing
- Compares two or more versions of web content to see which one performs the best.
- Useful when there is a clear, data backed, hypothesis of how to improve experience
Multivariate testing
- Tests multiple elements in a single design to test combinations for different audiences or determine what results in optimal performance
- Used to find out which parts of a design drive the most success, or which combincations of items within a design (for example messaging, imagery and Call-to-actions) work best together.
Experience targeting
- Targets specific content to a specific audience
- Includes targeting based on browser, device type or past content engaged with.
Target experiments can be run through emails or linked to InMoment surveys to gather customer feedback on their experience.
We use analytics dashboards to track ongoing tests and learn from tests we've run previously.
Briefing process
Step 1
Get in touch with the digital optimisation team explaining the experiment you'd like to run. The team will help you decide the best course of action and meet with you a few times to come up with an experiment brief.
Step 2
Once the brief has been signed off, the experiment will be built in staging. This allows the stakeholder to see a preview of how the experiment will look.
Step 3
If the experiement involves a financial promotion, compliance checks might be necessary. The compliance process is completed on a case-by-case basis, as all experiments will be different. The digital optimisation team will work closely with compliance after the page has been signed off in staging to agree a process on how evidence is recorded on AEM.
Step 4
Once the experiment is running, weekly analytics check-ins will be shared to track the experiment
Timelines vary depending on resource, compliance checks and the type of experiement required. If you are interested in running an experiment within a specific time frame, it's recommended to get in touch with the digital optimisation team 4-6 weeks in advance.
If you'd like more information about Adobe Target, reach out to the Digital Optimisation Team.