New levels of optimisation and personalisation
The team has integrated Experience Fragments with Adobe Target, which makes it easy to run AB tests on different elements of the digital experience—without help from engineering. Through the integration of Experience Manager and Target, optimisation teams were able to segment and redirect traffic from one home page to another using Redirect Offers with Target making it easy to track and report on key performance indicators for traffic volumes.
“AB testing previously required customised code, which was not scalable,” says Chris Millar, Engineering Manager on the Adobe.com Platform Team. “Now, by exporting Experience Fragments into Adobe Target, marketing optimisation teams can easily create and test their own experiences to achieve new levels of personalisation.”
The team is tracking Experience Fragments using Adobe Analytics to gain more granular insights into how people use its websites, with a view into impressions and clicks at the fragment level. The company has already observed significant benefits thanks to optimised performance and a better user experience, made possible through improved authoring capabilities.
Conversion rates are up in several areas on Adobe.com. App download rates increased 26%, from 10.2% to 12.9%. Click-through rates on key pages have risen 15%, from 39% to an impressive 45%. Order rates have dramatically improved with a 30% increase in total orders for customers encountering a personalised experience compared to customers visiting a default page.
Website performance has improved, as well. “By consolidating our code within Adobe Experience Manager, we’ve seen page load times improve by 53%, from 3.1 seconds to 1.45 seconds,” says Millar. “Even better, we can update code in one place and see performance enhancements across all sites, not just one.”
Customer zero for Adobe Experience Cloud
For Adobe, the use of Experience Fragments serves multiple purposes. For IT, the new approach brings greater efficiency and scalability, enabling teams to support an expanding collection of digital properties.
For marketing teams, the solution offers new levels of autonomy and agility. Instead of waiting for IT to develop new functionality or make minor design changes, marketers have the tools they need to build their own pages and incorporate increasing levels of personalisation. That means faster time to market for time-sensitive campaigns and events, with new experiences launching in days rather than weeks. Plus, the solution encourages more experimentation by taking it out of the testing and optimisation process.
But the benefits aren’t limited to the internal teams at Adobe. They also extend to Adobe customers.
“Our customers sometimes don’t realise how powerful Adobe Experience Manager can be,” says Ryf. “As a customer for our own solutions, we’re always pushing the product forward to demonstrate what’s possible. We’re excited to help customers get even better at creating exceptional digital experiences.”