Multi-armed bandit testing

Automatically allocate traffic to the most successful experience earlier for increased conversion and revenue.


Testing brawn meets experience brain.

There can be a cost to A/B testing. While you’re establishing a winner, you’re also feeding traffic to a less effective option until the winner is found. But in this day and age, speed is everything. Maybe you’re running a promotion or you’re trying to act on the latest pop culture craze or you just need results faster, you don’t want to waste any time sending people the wrong experience.

With multi-armed bandit testing, Adobe Target helps you to solve this problem. This powerful auto-allocation feature allows you to know with certainty which variations you’re testing are more effective and then automatically funnel traffic to the winning experience. By selecting more of what works and pulling back on what doesn’t, you’ll be able to kerb risks and drive unparalleled ROI, all while continuing to learn.

See what makes it work.

Faster, smarter testing
Automatically find and deliver the best experience faster and with greater certainty, ensuring increased conversions and increased revenue.

Guaranteed stopping criteria
When an experience is the clear winner, our stopping criteria lets you know straightaway so you can stop the test and move forward with the right experience. With our stopping criteria, we guarantee a 95 per cent confidence rate.

Intelligent logic
Unlike standard A/B testing, this approach allocates 80 per cent of visitors using intelligent logic, with 20 per cent randomly assigned to adapt for changing visitor behaviours.

Learn more about multi-armed bandit testing in Adobe Target.

Automate winner selections.

With auto-allocate, there’s no “control.” Learn more about  how you can gain implicit comparisons across all experiences, for a true winner every time in our documentation.

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Dig into how automation and testing work together.

Discover how to reduce the costs and overhead that typically come with finding the best experiences, while learning and optimising in tandem in this white paper.

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See related features

A/B testing

A/B test your whole experience, including images, copy, UI, and more, to find the winning experience. The rigorous testing approach in Target is designed to test multiple variations across web, mobile app, IoT, and more on both the client and server sides.

Mobile optimization

Test and personalize the mobile web and app experiences based on user behavior and mobile context. Deliver interactions that engage and convert through interactive testing as well as rules-based and AI-powered personalization.

Server-side optimization

Use the Adobe Target server-side API to run your testing and personalization on the server side or run your client-side javascript code on our node.js environment. All powered by the single-delivery platform.

Let’s talk about what Adobe Target can do for your business.

Let’s talk about what Adobe Target can do for your business.