VWO

Score8.2 out of 10

199 Reviews and Ratings

What is VWO?

VWO is an A/B testing and conversion optimization platform that enables growing businesses to conduct qualitative and quantitative visitor research, build an experimentation roadmap and run continuous experiments on their digital properties.

With its 5 capabilities Plan, Track, Test, Analyze, and Target, it brings the entire CRO (conversion rate optimization) process at one place. VWO helps online businesses follow the process- and data-driven conversion optimization to boost their conversion rates.

With features like heatmaps, surveys, visitor recordings, and others, VWO enables businesses to develop an in-depth understanding of on-site visitor behavior. VWO facilitates conducting research-driven A/B testing to optimize web experience across desktop, mobile, and other devices, to deliver a unique experience based on visitor preferences.

According to the vendor, VWO has helped more than 4,500 brands across the globe to run over 600,000 experiments to date. VWO’s global customer base includes brands like Vodafone, Samsung, Toyota, and eBay.

Categories & Use Cases

Media

1 / 2

Split URL testing
Test out larger design changes by splitting your site traffic across two different landing pages to identify which site performs the best. It can be used to test the impact and feasibility of things such as new designs, personalization efforts, and new site architecture.
Category average: 8.4
Advanced code editor
Allows users to create and edit experiments with HTML, CSS, JS.
Category average: 8
Standard visitor segmentation
Ability to segment, or target audiences based on criteria you set (e.g. URL, cookies, IP address, custom javascript, traffic source, device, browser, language, ad campaign, geo-targeting, time of day) and enable tests to run for specific visitor segments.
Category average: 8.6

Click analytics
Click analytics reports display how many clicks certain page elements receive and provides visitor engagement insights.
Category average: 8.7
Scroll maps
Scroll maps display how far down the page users scroll.
Category average: 8.6
Results segmentation
The ability to segment test results by specific criteria (e.g. browser type, device type, source, time of day, campaign).
Category average: 8.2

Diego Polanco View profile

CRO Consultant at Making Science (1001-5000 employees employees)

Use Cases and Deployment Scope

We use VWO to do a/b tests, personalizations and rollouts, mainly. Lately we are starting to use its new features like heatmaps, scrollmaps, recording, etc. VWO represents a solution to perform these web experiments and personalization, and now it is also helping us on qualitative analytics, though these ones are only available on paid plans. The scope of our use case is very broad as this is the tool that we use the most on the CRO team. We even use its personalization module to perform temporary website modifications.

Pros

Support
Innovation
Ease of use

Cons

Limited functionalities on the basic paid plan
Chat support (to bring it back)
Reports on GA4 with VWO data don't work well

Return on Investment

We can do website modifications through the personalization module really quick, instead of doing it through devs via code or gtm.
We can deliver useful data and reports to the clients within the tool.
Save us a lot of time ideating test with it's IA idea creator.

Usability

Alternatives Considered

AB Tasty, Google Optimize, Optimizely Web Experimentation, PostHog and Dynamic Yield

Other Software Used

Optimizely Web Experimentation, Dynamic Yield, AB Tasty, PostHog

Lee Preston View profile

Conversion Rate Optimisation Lead in Marketing at CTI Digital (51-200 employees employees)

Use Cases and Deployment Scope

We use VWO for A/B testing, usually when clients already have VWO in place.

VWO handles A/B testing and also heatmapping, recordings, and surveying so it's an all-in-one tool that covers testing and anything Hotjar can do.

VWO helps us & our clients to get insights on how people use the website, gather research on what problems exist and how we might solve them, and then to experiment to see if we can change behaviour to increase revenue and conversions

Pros

Solid A/B testing functionality
Unlimited surveying - their conditional logic is great, too
Collecting data via heatmapping
Observing behaviour via recordings

Cons

Heatmapping is a little bit trickier than other tools and takes some learning in terms of not using standard regex
Historically there has been a few issues with flickering
They've updated the navigation for A/B testing that was previously difficult to find important criteria to set, so that's good!

Return on Investment

For bigger clients with higher revenue, VWO delivers good ROI
For the smaller clients with smaller revenue streams who use VWO because of brand familiarity, the cost of the tool may put a big dent in the extra revenue it may generate
Having access to all the tools from user research to A/B testing gives clients a way to tap into a goldmine of insights

Usability

Alternatives Considered

Convert Experiences, Varify.io, Optimizely Web Experimentation, Hotjar and Clarity Business Solutions

Other Software Used

Miro, Figma, Dovetail, HiBob, Adobe Analytics

Verified User

Team Lead in Marketing (1001-5000 employees employees)

Use Cases and Deployment Scope

VWO is a personalisation tool for web production that my organiastion uses to personalise content for different audiences - this includes tailoring messages and language for different countries or markets, as well as based on information obtained by other providers like ClearBit i.e. tailoring a message or advert that a web user sees because we can identify that they come from a specific sector, company or country. It is used to run various tests, also, to see how things are performing.

Pros

Personalisation tests
Reporting
Usability

Cons

Number of tests available
Pricing structure
Integration with other tech stack

Return on Investment

Makes clearbit data more actionable
Saves time on testing

Usability

Alternatives Considered

Proof and Optimizely Personalization

Other Software Used

monday.com, YouGov Research, Miro, Figma, Dreamdata

Ernie DeCoite View profile

VP, Digital Marketing in Marketing at Becker (11-50 employees employees)

Use Cases and Deployment Scope

We used VWO for landing page testing and customization as an agency on behalf of our clients. VWO was easy to implement and easy to use. The subscription allows for unlimited experiments and customizations which is nice. The WYSIWYG editor makes setting up tests and customizations easy. We used it for two years.

Pros

Landing page experiments: A/B, multi-variant, etc.
Landing page customizations.

Cons

Visual Editor doesn't work great with all sites.
Integration with Google Analytics.

Most Important Features

Testing
Customization
CRO

Return on Investment

Higher Conversion Rates (through testing).
Lower CPAs (through testing).
Stickier sites (customization and CRO).

Alternatives Considered

Google Optimize

Other Software Used

Google Optimize, unbounce

Nick Trivisonno

Search Analyst in Marketing at Performance Health (501-1000 employees employees)

Use Cases and Deployment Scope

We use VWO to address pain points on our site, such as UX shortfalls, design changes, and functionality improvements. We've used VWO for over a year and have run close to 100 tests, some to 100% of traffic in the interim before they're fully implemented.

Pros

Design updates.
Functionality Improvements.
Providing detailed data.

Cons

Further data tracking (currently first click model).
Reporting possible issues.
Communicating changes in a test (i.e variation 1 and 2 swapping winning status).

Most Important Features

Easy AB testing format.
Quickly pulling metrics.
100% traffic tests.

Return on Investment

Updating our qty change behavior in mini-cart will produce over $1mil incremental rev annually.
Changing layout of search pages can boost revenue by $600k.
Adding "Login/Register" verbiage to our header increased logins by 43%.