What is one benefit of using A/B testing in Adobe Target?

One significant benefit of using A/B testing in Adobe Target is that it facilitates comparison between two different experiences. This capability allows marketers and website operators to understand how small changes in design, content, or functionality impact user behavior and conversion rates. By presenting two variations of a webpage or element to different segments of visitors, A/B testing can reveal which version resonates better with users, leading to data-driven decisions about which experience to implement more broadly. This ultimately enhances the overall effectiveness of marketing efforts and optimizes user engagement on the platform.