Adobe Target vs Optimizely : In-Depth Comparison

Adobe Target and Optimizely are two popular A/B testing platforms that offer plenty of useful features. Here’s a detailed comparison of Adobe Target vs Optimizely to help you decide which is the right A/B testing platform for your website.


Adobe Target vs Optimizely

Here’s a step by step comparison of Adobe Target vs Optimizely.



Adobe Target is a feature-rich A/B testing tool that allows you to test different web page variations on your site visitors to determine the best converting one. It is useful to reduce bounce rate, improve conversion rate, get more signups and subscribers. It is suitable for medium-large businesses ad enterprise.

Optimizely is a powerful A/B testing platform that also supports multivariate testing, cross device testing, cross domain testing, email testing. It also allows you to segment your visitors by their language, location, browser, device, etc and target them effectively. It is suitable for medium-large businesses and enterprises.



Adobe Target focuses on A/B testing with features such as:

  • A/B testing
  • Multivariate testing
  • Multi-armed band testing
  • Website optimization
  • Single page app optimization
  • Mobile optimization
  • Server side optimization
  • Email optimization
  • Connected device optimization
  • One-click personalization
  • Profiles and segmentation
  • Behavioral targeting
  • Automated offers
  • Product recommendations
  • Content and media recommendations
  • Personalized search
  • Location-based personalization

Here’s the detailed list of features offered Adobe Target.


Optimizely focuses on overall website optimization with features such as:

  • A/B Testing
  • Multivariate testing
  • Audience targeting
  • Multipage testing
  • Mobile testing
  • Campaign management
  • Behavioral targeting

Here’s the detailed list of features offered by Optimizely.


Setup and Ease of Use

Both Adobe Target and Optimizely have a similar setup. You need to paste a piece of code on all the web pages where you want these tools to gather visitor data. Once installed, you can create, launch, and monitor tests via their online dashboards. You can also install them via their direct plugins for popular platforms such as WordPress, Magento, Shopify, etc. There is not much difference between Adobe Target vs Optimizely in this case.


Supported Platforms

Both Adobe Target and Optimizely work well on all websites, mobile sites, blogging platforms, ecommerce platforms, content management systems, website builders and landing page builders.



The pricing information of both Adobe Target and Optimizely are available only on request. They are not available publicly.



Both Adobe Target and Optimizely integrate with plenty of third-party marketing, analytics, customer support and CRM tools.



There are plenty of alternatives to Adobe Target such as Freshmarketer, Zoho Pagesense that offer more features at an affordable price. Similarly, there are many alternatives to Optimizely such as VWO, Crazy Egg that offer similar features.


Conclusion – Adobe Target vs Optimizely

Both Adobe Target and Optimizely are mature products with robust features. There may be some minor features & customization available in one of them and not the other but that really depends on your specific requirements. Nevertheless, you can’t go wrong with either of them.