A/B Testing Platform Showdown: Compare Adobe Target vs. Optimizely Web Experimentation 

Adobe Target vs Optimizely: A/B Testing Platform Showdown

After reading this article, you will clearly understand the similarities and differences between Adobe Target and Optimizely Web Experimentation. You will know key platform features, functionalities, pricing, and suitability for different business sizes and industries to help you choose the right testing platform for your needs

Ready? Let’s look in-depth into our comparison of Adobe Target vs Optimizely Web Experimentation. 

Adobe Target and Optimizely are two prominent players in the A/B Testing and Web Experimentation realm, each offering a suite of features tailored to help you improve your business’s key performance indicators (KPIs) by enhancing your users’ experiences. 

For you, this comparison of Adobe Target and Optimizely is important because selecting the right A/B testing platform can positively impact your ability to increase your revenue

Navigating the Adobe Experience Platform preview banner

General Platform Overview 

At their core, both Adobe Target and Optimizely Web Experimentation enable you to test new user experiences and understand how they impact the way people engage with your business (e.g., buy something or complete a web form).  

  • For B2B, a typical user experience you may want to test is shortening your “Request Demo” web form to understand how it impacts your form completion rate. 
  • For B2C/DTC, you may want to test how effectively an abandoned cart pop-up modal impacts your order conversion rate. 

To help you determine how best to optimize your user experiences so you can positively impact your KPIs, both platforms do an excellent job providing universally used test types: 

  • A/B testing 
  • Multivariate testing (MVT) 
  • Split URL testing 
  • Mobile application testing 
  • Personalized content experiments  

Additionally, you will save a lot of time managing your testing efforts because both testing platforms offer full test lifecycle management features and functionality. Adobe Target provides additional, advanced campaign management capabilities. Optimizely provides easy-to-use campaign management controls to get the job done. 

Both Adobe Target and Optimizely offer a wide range of features essential for A/B testing and experimentation. These include visual and code editors, A/B testing, multivariate testing (MVT), split-URL testing, mobile app testing, personalization, reporting and analytics, advanced targeting capabilities, and more. While Adobe Target boasts advanced segmentation opportunities and AI-assisted testing, Optimizely focuses on simplicity and ease of use, making A/B testing accessible to users with varying levels of expertise.

In a rush? Jump to the detailed comparison matrix.

Pricing and Target Audience 

One of the primary differences between Adobe Target and Optimizely lies in their pricing and target audience. Adobe Target generally entails a larger investment, catering to large enterprises and big businesses with more complex optimization needs. In contrast, SMBs, particularly those in the e-commerce and Software-as-a-Service (SaaS) sectors, may find all they need in Optimizely for a smaller investment. 

Integration and Ecosystem 

Adobe Target is part of the broader Adobe Experience Cloud suite, offering seamless integration with other Adobe products such as Adobe Analytics. This integration provides you with a holistic view of your customer data and behavior, facilitating comprehensive optimization strategies. 

While Optimizely works as a standalone testing platform, it integrates with popular analytics tools like Adobe Analytics, Google Analytics (GA4), and Amplitude to provide you with actionable insights. Further, it integrates nicely with its sister products, Optimizely’s Orchestrate (content management system and content management platform) and Monetize (customized commerce and configured commerce) to help you increase the efficiency and effectiveness of your digital business

Platform Security & Compliance 

Both platforms offer single sign-on (SSO) options. Additionally, they offer features like account alerts, 2-factor authentication (2FA), and compliance with various regulations such as GDPR and ISO standards. Adobe Target is also HIPPA compliant. 

Customer Support 

Adobe Target and Optimizely both provide expected customer support through email, knowledge bases, and self-serve training videos. Additionally, Adobe Target provides live chat and an optional phone support service. 


In conclusion, Adobe Target and Optimizely Web Experimentation are both powerful A/B testing platforms that cater to different segments of the market. While Adobe Target is ideal for large enterprises in need of sophisticated optimization capabilities and seamless integration within the Adobe ecosystem, Optimizely excels in providing SMBs (especially e-commerce and SaaS) simplicity, affordability, and ease of use. 

Ultimately, the choice between these platforms depends on your unique needs, such as budget, business size, complexity of optimization needs, and existing toolset integrations.  

With these A/B testing platforms and others, you can start testing to improve your user experiences and grow your business faster than you thought possible. Happy experimenting! 

Stay tuned for our next A/B testing platform Comparison! 

Adobe Target vs. Optimizely Features

For more additional details on the comparison between Adobe Target and Optimizely, check out G2 and TrustRadius.

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