With A/B testing using Adobe Target, what can organizations compare?

Organizations using A/B testing with Adobe Target have the ability to compare one variation of a whole page against another version. This is particularly valuable because it allows for a comprehensive analysis of how different designs or content on a webpage perform against each other in terms of user engagement, conversion rates, and overall effectiveness. By evaluating complete page variations, organizations can ascertain which layout or content structure leads to better user outcomes, giving them the insight needed to optimize their web experience.

Focusing on full page comparisons provides a holistic view, capturing the interaction effects of various elements working together, rather than isolating single components which may not reflect the true user experience.