Visual Website Optimizer Profile

Visual Website Optimizer is an A/B testing and website optimization tool from the company Wingify. The company was founded in 2009 and is based in New Delhi, India. In May 2014, the tool was updated with a new user interface and additional features.

*Interview with Paras Chopra, Founder and CEO
Company status Private
2013 revenue $7 million*
Growth 2012-2013 N/A
Customers 3,700*
Employees 56*
Pricing Self-serve starts at $49 per month; Enterprise starts at $499 per month**

Aggregate User Ratings of Visual Website Optimizer on TrustRadius

Source: (18) User reviews of Visual Website Optimizer on TrustRadius
Rating Attribute Visual Website Optimizer # of Reviewers Contributing to Rating Average A/B Testing Category Average
Likelihood to recommend 8.7 18 8.4
Likelihood to renew 8.2 18 8
Product usability 8 1 7.4
Support 8.5 2 9
Implementation satisfaction 10 1 8.9

Summary of Visual Website Optimizer Reviews

Source: (18) User reviews of Visual Website Optimizer on TrustRadius
Visual Website Optimizer Strengths Visual Website Optimizer Areas for Improvement
Ease of use
All reviewers mention the user interface and ease of use. It's easy to implement the tool, set up tests, use the WYSIWYG editor, and understand results.
Customer segmentation
Some users would like to see more advanced visitor segmentation options, as well as the ability to do post-test segmentation. One user says advanced segmentation is possible through JavaScript and cookies.
Note: the company launched a new interface in June 2014, which allows for post-test segmentation and may address this area for improvement.
Customer support
Users say VWO's customer support team is quick to respond and helpful.
Though the tool provides excellent high-level reporting, some users say they would like to see more in-depth or more detailed reporting options.
Users say VWO is available at a reasonable cost and provides good ROI.
Advanced level
Users are divided on how advanced the tool is. Some say it allows for advanced segmentation and provides useful additional features such as heatmaps, revenue tracking and split url testing. Others say that it's a tool best suited for testing and optimization novices, especially since it does not allow for after-the-fact segmentation of visitors in the analysis of tests.

Interview with Paras Chopra, Founder and CEO

Photo of Paras Chopra, Founder and CEOPositioning
Paras Chopra, Founder and CEO at Wingify, says Visual Website Optimizer is targeted at enabling marketers to run optimization programs with minimal IT involvement. “With most testing tools five years ago, it was your responsibility to code and upload to your server the different versions of your webpages,” he says. “This was a barrier to marketers who would have to go to their IT department and ask them to code up a new version in order to implement an A/B test.”

With VWO, companies need to include a snippet of code on their website only once, and the tool allows marketers to use a drag and drop interface to create different versions of their website to test, he says.

Competitive Differentiation
Some other vendors now have the same pitch of allowing marketers to A/B test without depending on IT, Chopra says. However, VWO is broader and faster, he says. “We provide a broader set of methodologies in the entire area of optimization,” he says. “We have four different sections of tools that encompass the entire web optimization workflow. It's not just a box of tools. We reinforce a workflow that aligns with optimization methodologies, starting with usability and user research.”

The four toolsets include user surveys, an IdeaFactory with more than 300 ideas and case studies for website improvements, A/B and multivariate testing, and ad-hoc segmentation of visitors in reporting. The tool also provides heatmaps showing click activity on a webpage, which can help users understand visitor behavior and come up with ideas to test. There's also a personalization option with 15 geolocation and behavioral variables, based on which users can target different offers and content to different visitor segments.

VWO also integrates with all major content management systems, and most major web analytics tools.

Target Customers
The bulk of customers are in the SMB market, but the company has also acquired some enterprise customers, such as Microsoft, Rackspace, GE and Disney, Chopra says.

Response to Feedback from Visual Website Optimizer Reviews
“We just had a new release with more emphasis on visualizations, with new chart types, a timeline of events, segmentation, and other new features,” Chopra says. “The new version allows for advanced and post-test segmentation, and the reporting has been improved significantly. It also runs very fast.”

The new version also introduces zero-coding A/B testing for iOS apps, he says.