VWO Adobe Experience Platform Integration

Adobe Experience Platform is a real-time customer data management system that unifies, standardizes, and analyzes customer information from any source to deliver personalized experiences at scale. It centralizes data, powers 360-degree customer profiles, and supports integration with other Adobe Experience Cloud applications 

The benefits of integrating VWO with Adobe Experience Platform (AEP) are twofold. It enables businesses:

a) To import AEP’s audience directly within VWO campaigns in real time so that they can run targeted A/B tests and deliver personalized experience to specific audience groups.

b) To push VWO campaign data into AEP via Adobe Data collection, allowing them to enrich user profile with experimentation data. This also helps them create segments in AEP based on the user’s testing history.

1. Run targeted A/B tests on AEP’s audience groups

Leverage AEP’s real-time audience segments (e.g., high-value customers, cart abandoners, or new visitors) to run tailored A/B tests in VWO. For instance, show exclusive offers to loyal customers and discounted bundles to price-sensitive users, ensuring tests align with specific audience behaviors and preferences.

2. Analyze downstream impact of experiment

By segmenting users based on their experiment variation, you can analyze its downstream effects on the user’s overall buying journey. For instance, you can analyze how landing on a particular variation affected the user purchase, or overall engagement on your website.

3. Check session recording and heatmaps of AEP’s audience

Import key AEP audience segments (e.g., high-value customers, cart abandoners) into VWO to analyze their behavior in VWO Insights. For example, study session recordings or heatmaps of users from AEP’s “at-risk churn” segment to identify friction points in their journey and prioritize fixes.