Understanding Tests and Targets

Tests and targets are the fundamental tools that help you create personalized, engaging experiences for visitors, optimizing your site for successful conversions.

You build tests and targets in a similar way, but each has a specific purpose: tests help you “try out” multiple content variations on different audience segments to discover what works well, and targets help you deliver personalized content to a chosen audience. Tests typically inform targeting, but a test isn’t required to do targeting.

You organize tests and targets into projects that you create. A project can contain multiple tests and targets. Tests and targets move through defined states, displayed in the Webtrends Optimize® dashboard: once created, a test or target is staged for editing and review; when it’s ready, you make the test or target live. When you’re satisfied with test results, you can publish a test variation, and when you no longer need the test or target you can archive it for later reference.


Targeting is the display of personalized content and experiences to specific segments of visitors. When you create and use a target, Webtrends Optimize uses live data to personalize a customer’s experience as they engage with your site, providing a better user experience that can dramatically increase conversions.

Targets use rules to deliver content–for example, “If the visitor is using a particular browser, show this content” or “If the visitor is browsing from France, show that content”. Rules can use geographical data, date, time, and many other parameters. When you create a target with Webtrends Optimize, you define these rules, identify conversion events and select appropriate visitor segments.

Learn more about targeting and personalization


Testing is displaying multiple variations of content to certain ratios of visitors–for example, showing one headline variation to half of visitors, and a different headline to the other half. You can choose what percentage of all visitors will participate in a test, and control what ratio of participants see each variation.

Testing multiple variations help you determine what content performs best and creates the most “lift” on your site. Armed with test results, you can publish high-performing content and effectively target your audience to create conversions.

Learn more about testing