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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…

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Recent Reviews

TrustRadius Insights

VWO has proven to be a valuable tool for conducting A/B and multivariate testing to improve conversion rates for clients. Users have …
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VWO at use!

7 out of 10
March 05, 2022
We wanted to quickly deploy A/B tests and run multivariate tests as well. We were previously relying on full deploy cycles and modifying …
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Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Popular Features

View all 23 features
  • Multivariate testing (8)
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per month


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The classic VWO A/B testing solution


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The all-in-one platform for all your optimization needs

Entry-level set up fee?

  • No setup fee
For the latest information on pricing, visit…


  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services

Starting price (does not include set up fee)

  • $49 per month
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Product Demos

Technasium Meesterproef vwo 2017 - 7 Infitite runner demo


Demo LO Eigen Koers| CSG De Lage Waard - locatie havo/vwo


PWS Arne en Ruben 6 VWO - demo RED-cel


Demo freerunning BSM vwo 6 jan 2014


Examentraining Engels VWO LES 2 DEMO


Demo Kijk- en luistertoetsen Engels

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Testing and Experimentation

These features enable companies to plan, set up, and execute different types of tests (e.g. A/B, A/B/n, multivariate, split URL tests).

Avg 8.3

Audience Segmentation & Targeting

A set of tools used for website optimization experiments (e.g. A/B, A/B/n, funnel, split URL, multivariate tests) that can help users segment their audience in to different groups for the purpose of exposing specific audiences to tests or personalization efforts.

Avg 8.6

Results and Analysis

Tools that allow users to evaluate the results of website optimization tests (e.g. A/B, A/B/n, multivariate, and split URL tests), or view visitor interaction with webpages and specific site elements.

Avg 8.5
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Product Details

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.

VWO Features

Testing and Experimentation Features

  • Supported: Multivariate testing

Additional Features

  • Supported: A/B Testing
  • Supported: Split Testing
  • Supported: Code Editor
  • Supported: Multi-Page Tests
  • Supported: Geo Behavioral Targeting
  • Supported: On-Page Survey
  • Supported: Self Hosting
  • Supported: Comprehensive Reporting
  • Supported: Revenue Tracking
  • Supported: Integrated Heatmaps, Clickmaps and Scrollmaps
  • Supported: DIY Visual Editor (WYSIWYG)
  • Supported: Advanced jQuery based API
  • Supported: Enterprise Level Security
  • Supported: Log Observations
  • Supported: Testing for Mobile and Tablet Websites
  • Supported: Advanced Segmentation
  • Supported: Cross-Browser Previews
  • Supported: Mobile App A/B

VWO Screenshots

Screenshot of Screenshot of

VWO Video

VWO is a leading website testing platform used by more than 3,600 brands in 75 countries to analyze Web activity and increase conversions. Companies including Microsoft, General Electric, Rackspace and the American Red Cross use VWO to understand how website visitors engage wi...
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VWO Integrations

VWO Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

VWO starts at $49.

Adobe Target, Optimizely Web Experimentation, and AB Tasty are common alternatives for VWO.

Reviewers rate Multivariate testing highest, with a score of 8.8.

The most common users of VWO are from Mid-sized Companies (51-1,000 employees).
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Reviews and Ratings


Community Insights

TrustRadius Insights are summaries of user sentiment data from TrustRadius reviews and, when necessary, 3rd-party data sources. Have feedback on this content? Let us know!

VWO has proven to be a valuable tool for conducting A/B and multivariate testing to improve conversion rates for clients. Users have successfully implemented and tested different hypotheses for conversion rate optimization goals, including running simultaneous tests across multiple mobile devices. The platform allows users to watch recordings of visitors who have dropped out of the ecommerce funnel, making it easy to select relevant recordings. VWO is widely utilized across organizations with multiple teams and publishing groups for format testing, optimizing sales funnels, and testing changes to website booking journeys. Additionally, users leverage VWO's valuable insight tools such as heat maps, click maps, and geo-targeting initiatives for in-depth analysis and data-driven decision-making. The platform's ease of use, flexible editing without coding, customizable tracking methods, and comprehensive visibility of ongoing tests have made it a popular choice among users looking to increase website conversion and prioritize development based on test results. Whether it's A/B testing marketing content, paid landing pages, or website pages, or reducing page load times and making data-driven decisions, VWO has proven its effectiveness in helping users optimize their websites for improved conversions and user experiences.

Attribute Ratings


(1-3 of 3)
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Score 10 out of 10
Vetted Review
Verified User
We use VWO primarily for its A/B testing functionality, secondarily for its ability to edit website content on the fly and implement flexible customer experience surveys. We use VWO in our EBSCO Mags business line, a B2B magazine agent. It allows us to implement A/B tests based on user behavior and other criteria and it allows the marketing department to make changes to the website before the Web Development team is able to implement permanent changes.
  • A/B testing. VWO users are able to use all sorts of criteria to trigger and serve an A/B test, and the editor functionality is extremely flexible in editing page content.
  • Surveys. We're looking to expand our surveys with the new logic functionality that VWO is beta testing.
  • Web content editing that circumvents the web development "wait time". If marketing needs something simple changed on a webpage, all we have to do is go in VWO and edit or hide it.
  • Continued learning. I think that quarterly product update calls would help us understand what's new in the VWO universe.
VWO is great if you're looking to learn more about your customers' online behavior, even if you've never had any kind of formal A/B website testing plan.
  • Optimized our checkout process to increase conversion rates by as much as 3%.
  • Prospected high-value customers with triggered surveys based on customer on-site time.
VWO is much more flexible, more affordable, and is easier to implement. We also appreciate how responsive and helpful VWO customer service is.
Marketing / front end web development
Basic project management, basic web content editing.
  • Changing web content on the fly
  • A/B testing and optimization
  • Web personalization
  • Implementing website banners for promotions
  • Customizing content based on user data
  • More A/B tests
  • Prospecting high-value clients
  • Finding new ways to personalize content
It's an invaluable service to everything we do online, built around driving more relevant messaging to our customers and increasing our conversion rates.
  • Price
  • Product Features
  • Product Reputation
The value. For its price, VWO offers a wide range of services and plans that can suit anyone's needs, from a small business owner all the way up to a large corporation.
I wouldn't - we evaluated three similar services and I think we made the right decision.
  • Implemented in-house
  • We didn't have any issues - we implemented the script and were able to use VWO. For reference, we're a relatively small business (<50 employees).
  • Online training
  • Self-taught
Training was good, just limited to the onboarding process. They walked through all of the steps it takes to get started in VWO and each of the modules, along with giving us ideas for starting our first test. I feel like it could be better if there was a guided process within the VWO program to continue to educate you along the way, and a way to turn that off for experienced users.
The upside is the product is very intuitive - easy to learn and has enough depth for complex tests.
VWO's configurability is easy - we added a VWO script to the header of every page and added ecommerce tracking script to our ecommerce success pages.
Just paste the VWO script into the <head> tag of your website. Make sure that the script is implemented correctly by trying to edit a page within an A/B test.
No - there is no facility to customize the interface
Some - we have added small pieces of custom code
We added a script recommended by VWO support to check on page load to make sure elements were loaded, then apply VWO changes to those elements.
VWO support is honestly one of the best customer support setups I've ever worked with. All of the customer support reps are extremely knowledgeable about their product and how it applies to my website. My tickets are answered quickly and professionally, often giving me just the trick to do what I want to do with a short bit of code, or notifying me of a part of the VWO admin that I haven't used yet. VWO customer support is great.
I needed help replacing any instance of a page element with another page element on a webpage. The customer service rep wrote some javascript for me that did exactly what I wanted to do. I didn't need to know anything about Javascript and they did it for me, when they easily could have just sent me a link to a w3schools page.
  • Project management flow. The track - plan - analyze - test - and target modules take you all the way through implementing an A/B test, from observing user behavior to implementing a permanent change to your website.
  • Content editing. It's built for anyone to use, but if you know HTML/CSS/Javascript it's friendly to use too!
  • Sometimes making changes to an existing A/B test, even if they're insignificant, can cause VWO to give error notifications. I'd like to be able to ignore these if possible.
  • Occasionally, I'll need to add a bit of Javascript to a page to make sure all of the elements load correctly. A customer support rep helped me with this.
It's built for anyone to use. My mother could make changes to a webpage with VWO. But there's enough flexibility there for a seasoned web developer to make changes effectively, too.
The product seems infinitely scalable for our needs (small business) and we've never had any issue with loading VWO-edited elements. I will say, though, that online customers with ad blockers have been known to not see certain VWO elements as their third-party scripts are disabled.
I have not experienced an application error or unplanned outage with VWO.
VWO doesn't appear to slow down our website at all, though some customers with adblockers like UBlock Origin have been known to not see entire pages if VWO is making changes to the page at a macro level (background, font, etc). This is rare though.
  • Google Analytics
We are able to see VWO test variants within Google Analytics, but the process is lengthy to set up. VWO should make this easier.
  • Google Analytics data in VWO
Not to my knowledge. We want to be able to see GA goals in VWO.
  • Javascript widgets
The integration with GA to track VWO tests in Google Analytics should be easier. It's not impossible, but it's time-consuming (30 mins?) and confusing at first.
If you want to see VWO tests in Google Analytics, follow this link:
They were very available, informative, and had competitive pricing.
VWO support is the best I've worked with.
We didn't negotiate, we signed on to one of the prepackaged plans.
Just make sure you have a clear understanding of each of VWO's different plans and what each plan provides. Make sure that your business will use the plan that you're thinking about getting and that the number of sessions matches up with the traffic your website gets. Other than that, just pick what you think is right for you.
  • N/A
  • We don't plan to upgrade.
Score 6 out of 10
Vetted Review
Verified User
We currently use Visual Website Optimizer (VWO) as part of our optimization suite of tools to run AB/MVT tests. With a good pricing model and when paired with a tag manager, it allows us to run hundreds of tests over 45 different websites with relative ease. With a significant required for competitive tools, this proved a compelling way to get management excited about the potential of CRO while also fitting within our budget constraints.
  • VWO makes it easy to get up and running with AB/MVT testing - without loads of code knowledge or a large budget.
  • VWO makes it easy to visualise complex statistics using graphs and visualisations.
  • VWO has an evolving toolset that is becoming more and more mature every week.
  • VWO has a good set of segmentation tools to identify how tests perform with different customers.
  • VWO reliability can leave me scratching my head. Code verification sometimes fails during a running test and previews will sometimes inform me that "test is not running on this page", even when it's set to run sitewide.
  • Code generated by the visual editor can be slightly buggy. CTA buttons were duplicated or missing, but this wasn't visible in the preview - only on site when the test was live. This is okay if you have good QA testing and the javascript skills to tweak the generated jQuery code.
  • Conversion tracking can sometimes be flaky. Tracking using css selectors isn't as robust as I would expect, especially when tracking clicks on modified objects (like buttons). This can be frustrating when it requires me to reset tests after a couple of days due to lost tracking. It would be nice to have a build-in verification tool so I can quickly see if these won't work correctly.
  • It would be nice to see full access to the segmentation options on all plans if pricing model is primarily charged by number of visitors.
If you're looking to get into user testing on your website, and have a little patience to get started then Visual Website Optimizer could be the tool for you. With a pricing model that can cater very well with even a moderate number of visitors, this is an excellent choice for starters. It can consume some time in setup and is probably best used by people with some development skill, but is otherwise a well equipped tool that gives users an excellent way to increase conversions and justify further spend on CRO tools.
  • Positive impact on ROI from PPC campaigns through refined landing pages.
  • Improved contribution to websites from across the business by being able to quickly test ideas from everyone, at any level.
  • Helped move the company towards a 'test everything' culture, where data-driven digital products are the norm and every bit of money spent on product development can be justified.
  • Increase in sales leads generated through form optimisation.
VWO has a similar toolkit of features to Optimizely, although in almost every respect Optimizely is a more mature offering. VWO is catching up, which is visible through the addition of SmartStats (to compete with Optimizely's Stats Engine) and acquisitions like Navilytics. Optimizely also has a more mature personalisation offering (although VWO looks to be heading in this direction). VWO has compelling pricing, especially for smaller and medium sites, that make it stand up well to Optimizely's more refined product.
  • Implemented in-house
Change management was minimal
The biggest challenge implementing a testing tool such as VWO is letting everyone know that everyone may not be seeing the exact same version of a site, and that that isn't a big problem. The biggest challenge to communicate was if people were seeing different things to the person next to them that it wasn't necessarily a bug, or that customer service might be talking someone through a screen that is different to what they're seeing.
  • Tag manager and simple code base made this straightforward.
  • Verification of tests inside the UI can be the most time consuming thing if code verification isn't working.
Overall, the implementation of VWO is straightforward. If you've got a straightforward way of deploying code to all of your test pages, either a good CMS or a TMS, then implementation should be a breeze. There is no tweaking to be done to the code itself, and once deployed it has the flexibility to cope with different VWO modules (tracking, conversion analysis, session analysis) without modification.
Ahmad Rahman | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
AMD has used VWO across multiple web properties by various teams within the organization globally. The platform provides a very easy to use A/B/n/MVT testing platform which is hosted on a content delivery network (CDN) for reliability and performance and can be used by almost anyone. It also provides the ability to display personalized content using various methods.
  • Easy to use
  • Great support, fast and accurate
  • Easy to implement
  • Performance
  • New features - though they tend to release updates frequently
  • User workflow - to provide approval process with limited permissions for various users
As long as you can add some javascript code to your website template or page(s), this product should be well suited for all websites. The ease of use of the admin interface should also make this accessible and suitable for all types of users, regardless of their web coding knowledge or lack thereof.
  • increased efficiency in creating tests
  • increased efficiency in analyzing results
  • improved users experiences as a result
We have used other platforms, but would not like to comment on those.
Low cost, great support, functionality, features, and continued product development.
  • Implemented in-house
  1. Implement on development platform
  2. Test
  3. Implement on production platform
  4. Test
Change management was minimal
  • Customizing the provided javascript to be launched from within another javascript file
Very easy, and great support in case you find any challenges.
Fast, efficient, accurate, and insightful. Often giving suggestions on how to do something better than originally planned based on their experiences.
The vendor accepted the bug, and worked with us to resolve very quickly, which is rolled out to benefit all users.
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