Adobe Target Overhaul Aims To Simplify Web And Mobile Testing Efforts

Adobe has announced a major update to its testing platform Adobe Target. The new features are designed to make it easier for marketers to launch tests targeted at specific audience segments across their digital properties, including websites, email, mobile sites, and mobile apps.

The update supports touch for use on mobile devices. In the new workflow, marketers are taken step-by-step through the audience targeting and testing set up process.  Users can create tests on offers, images, color, text and design changes on a web page within the platform.

As part of Adobe Target’s integration with the Adobe Marketing Cloud, audience segments can be set up, stored and accessed from a central location for ongoing use throughout an organization.

After a test is launched, real-time results and reports can be tailored and shared with stakeholders from Adobe Marketing Cloud. All reports are optimized for viewing across devices.

Mobile app marketers can also use Adobe Target to serve different app experiences to targeted user segments based on any number of  engagement metrics.

The release is expected to be available by the end of September. Adobe is also instituting a new flat-fee pricing model for Adobe Target.