Adobe Target vs VWO : In-Depth Comparison

Adobe Target and VWO are two popular A/B testing tools that offer many useful features. Here’s our detailed comparison of Adobe Target vs VWO to help you decide if it is the right A/B testing tool.


Adobe Target vs VWO

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



Adobe Target is a feature-rich A/B testing tool by Adobe that allows you to test 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 ad subscribers. It is suitable for medium-large businesses and enterprise.

VWO (Visual Website Optimizer) is a useful A/B testing tool that also features multivariate testing, cross device testing, cross domain testing, and email testing. It also features heatmap analytics that help you understand user behavior on your site. It also provides an idea factory of things that you can try on your website to improve conversion rate.



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.


VWO also provides many useful features such as:

  • A/B Testing
  • Multivariate Testing
  • Split URL Testing
  • Heatmaps
  • Targeting
  • Mobile Website Testing
  • IdeaFactory
  • Visual Editor
  • Geo-targeting
  • Segmentation of reports
  • API access

Here’s the detailed list of features offered VWO.


Setup and Ease of Use

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


Supported Platforms

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



Pricing information of both Adobe Target and VWO is available only on request.



Both Adobe Target and VWO support plenty of third party integrations with marketing, analytics, collaboration, CRM, helpdesk tools.



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


Conclusion – Adobe Target vs VWO

Both Adobe Target and VWO are mature products with robust features. They are both great tools for A/B testing and conversion rate optimization. You can’t go wrong with either of them.