What type of testing does Adobe Target Standard use to compare two versions of content effectively?

Adobe Target Standard utilizes A/B testing to efficiently compare two versions of content. This method directly assesses the performance of two distinct variations — typically a control version and a variant — among a defined audience.

A/B testing is effective for determining which version yields better engagement or conversion rates by randomly segmenting users into groups and presenting them with different versions. This process allows marketers to draw statistically significant conclusions about which content resonates more effectively with users, driving decisions based on empirical data.

In contrast, multivariate testing evaluates multiple variations of several elements simultaneously, making it more complex and resource-intensive. Rules-based targeting focuses on delivering content based on predefined criteria without the real-time comparison effects that A/B testing offers. Segmentation involves dividing audiences into groups for targeting, but it does not compare content variations directly like A/B testing does. The simplicity and clarity of A/B testing make it the preferred choice in this scenario for content comparison.