Website optimization

Quickly understand and activate the best combinations of offers and layouts to help your customers progress and convert.


Know what works — and do more of it.

Your goal is simple: you want to optimize and elevate every customer experience from start to finish. But, too often, the end result is constant adjustments and small-scale testing, all in an effort to reduce abandonment and boost conversions. Sometimes it works, sometimes it doesn’t. Sound familiar?

With Adobe Target, comprehensive website optimization is a reality. Improve every aspect of your web experience — hero images, landing pages, shopping cart processes, sign ups, copy, anything big or small — with our easy-to-use testing and personalization. And with powerful automation, you can always be confident you’re delivering the best experience to every customer at every stage of their web journey. 

See what makes it work.

End to end optimization
Test everything in your web experience. Run A/B tests for the website copy or button color. Verify functional changes, like using three steps versus four in a customer sign up process. Regardless of your optimization program maturity level, Adobe Target is built for you to optimize with ease and confidence.

A complete toolset for testing and personalization
Multivariate testing discovers the contribution of each element on your website and identifies the key area to improve as well as the best combination of elements. A/B testing allows you to dive deep and test all the experience variations. And our personalization capabilities allow you to personalize the hero images, landing pages, offers, recommendations, product pages, search, user generated content, and so on based on behaviors, locations, and any targeting rules you create dynamically.

Support for any key metric
Adobe Target provides a spectrum of out-of-box metrics, including engagement, time on site, page depth, clicks, conversions, revenue, average order value, return per visitor, etc. for you. In addition, we provides the ability to capture metrics related to custom scoring, any behavior on the site, as well as any metric from Adobe Analytics.

AI-powered decisions
Using Adobe Sensei, Adobe Target uses algorithms built on proven statistical methods for evaluating experience variations over time and determining and delivering the next best combination of offers, recommendations, pages, or multipage experiences to each individual based on their profile.

Learn more about website optimization in Adobe Target.

Understand testing and optimization in Target.

Your customers are engaging every platform. By optimizing across every experience on every device, you’ll boost conversion rates and create lasting advocacy. We’ll show you how in this FAQ in our Help section.

Read more

Dig in deeper with personalization.

The value of testing and personalization cannot be overstated. Learn more in this post on our blog.

Read more

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.

Multivariate testing

Test multiple elements simultaneously — including image, layout, background color, copy, and so on — to not only find the most effective combination, but to understand which elements are contributing the most to customer success.

One-click personalization

Tap into powerful AI — using one click to activate testing and personalization — to find the best-performing experience for each visitor.

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

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