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Multivariate testing (8)
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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.
- Supported: Multivariate testing
- 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
- Duplicate pages to run A/B tests
- Set clear success criteria for tests
- Quickly in-app editor to make simple changes on pages to test variables
- Test tagging
- Test categorization
- Landing page experiments: A/B, multi-variant, etc.
- Landing page customizations.
- Visual Editor doesn't work great with all sites.
- Integration with Google Analytics.
- Editing A/B tests in the front end with a GUI.
- Running multivariate tests.
- Showing the significance of results using a Bayesian model.
- User management.
- Credits usage between teams. There is no way of allocating the credits between teams.
- Design updates.
- Functionality Improvements.
- Providing detailed data.
- Further data tracking (currently first click model).
- Reporting possible issues.
- Communicating changes in a test (i.e variation 1 and 2 swapping winning status).
- A/B tests on homepage.
- Tests can be scheduled to run at a particular time.
- Additional service for pop up messages.
- Ability to move components up/down for a test.
- A lot of bugs on PDP pages.
- Some software, while good, looks outdated.
- They can make their contracts more flexible.
- A/B Testing.
- Conversion Rate Optimization.
- Access to features.
- 360 degree view of your tests helps you frame insights. It's always challenging to put together reports if you're using multiple testing tools.
- I like the collection of hypothesis and problems to solve, and you can reuse them to other tests rather than starting from scratch.
- The best thing is that it's simple to use. Features are arranged in a simple and easy to understand manner.
- Form tracking is one of its features that I really like. However, our websites are using Angular forms and it needs a bit of customization from their support.
- For us the volume of traffic is not yet that huge, I had to spend quite a bit of time to calculate what should be the right conversion rate to achieve.
- Would be great to also cater for low volume traffic in running tests.
- VWO is pretty easy to implement on websites and doesn't require a heavy technology lift
- The VWO interface is pretty intuitive and let's non-technical users make variants for testing
- The VWO reporting dashboard is excellent for determining statistical significance and understanding whether differences in conversion rates are meaningful or not
- VWO can be difficult to implement more advanced A/B tests (such as modifying page layouts or forms)
- VWO can cause a slight slowdown and flicker of the website for users, though it is often not noticeable to the untrained eye
- The statistical engine sometimes declares a winner too soon and if you were to check back a week or two later, it may have changed its decision as to the winning variant
- 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.
- On-site surveys allow us to gather information directly from our users without having to seek them out and ask in person. For example, what information they would find useful for specific pages.
- Recordings of users allow us to see exactly how people use our website, so we have a greater idea of where improvements can be made.
- A/B tests give us vital information on if an idea really does work or not.
- As a UX designer myself, I appreciate how well VWO has been designed. It really is easy to use, especially for something complex like creating A/B tests.
- Our front-end team has a huge issue with how long VWO takes to load, which obviously will have a negative impact on user experience. More needs to be done to reduce this issue.
- VWO's adaptability and customization options allow us to tailor our tests to very unique scenarios.
- The overall ease-of-use of the platform allows us to quickly build and implement tests, without specialized coding knowledge, which means faster results for our clients.
- The user interface within VWO does take a bit of time to get used to, especially as it pertains to switching back and forth between tests. When running multiple experiments on a site at a time, a clear and succinct dashboard for everything in one place would be helpful (as opposed to needing to switch between A/B, multivariate, etc).
- Conducting A/B tests. Segmenting their reports to get deep insights into which variation is performing well for what segment of users.
- Form analysis. Knowing how users are interacting with the survey.
- Surveys. Conducting various levels of surveys via the platform.
- Segmentation in Surveys.
- Connecting it with other tools like CRM, GA, etc.
- Running multiple experiments on the same page simultaneously.
- Good reporting tools.
- Easy to use UI, you don't have to be a developer.
- Reasonable pricing.
- Any advancements on the split testing are also welcome.
- Integration with Formissimo would be beneficial!
- VWO has a strong support team willing to help provide answers to questions during the setup process. During setup, we had some questions regarding implementation across a significant number of sites and they were able to ease dev team concerns and provide detailed best practices to streamline integration.
- Some of the initial results of a few of the initial tests raised some questions internally. We setup a call and were able to quickly address the questions and find some opportunities to leverage moving forward.
- I discovered a bug within the UI that lead to some questions internally. I was able to report it and the problem was fixed rather quickly and their team followed up with a thank you for reporting it and to report the issue was now resolved.
- The plans are constantly changing from a pricing and visitor perspective. This means that if you are trying to prove the product you will need to be ready for a long term commitment.
- This platform tends to consume a large visitor allotment to find a result. In our initial tests, it took much longer than anticipated in order to find a reliable result.
- If you pause a campaign or test, the UI creates a large red warning that indicates it has been paused. This notification is red with an large exclamation point that makes it appear as if something is wrong with the test. This notification is by design according to VWO cannot be dismissed. This creates some confusion when presenting or training new users.
- When designing A/B variations I can choose to either use the visual editor or to make the changes using code. I particularly like using jQuery.
- VWO offers the ability to keep long term track of the performance of your goals.
- I can easily identify recordings of users that dropped out of a funnel and watch those.
- There is live chat to get support, with great response times and which is very helpful.
- You are forced to create observations and hypotheses when creating a test, which is a great way to make sure that you are actually testing something worthwhile.
- You can group tests together so that you can rule out interaction effects between tests that you are running at the same time.
- The heatmaps within A/B tests are overlayed on the live website. Unfortunately, these don't work properly when scrolling down the site.
- I am missing an overview of all my custom conversions. I can only see a list of frequently used goals while setting up an A/B test, which may or may not include all custom conversions.
- Quick to set up AB tests on sites, with multiple variations allowed and the ability to use segments to control who sees the test.
- Easily links with GA for accurate analysis
- Heatmaps are included which allow you to see differences between test variations
- Setting up multivariate tests can be very difficult, particularly if you want to test something which requires custom code rather than using the VWO editor.
- Using the VWO editor to create tests can create excessive amounts of code to do quite simple changes, compared to if custom code written by a developer was used.
- The heatmaps could be more detailed, and seeing how far users had scrolled would be useful.
- Integration with more tools, such as Hotjar, would be very handy
- Allows split testing
- Allows any traffic split
- Allows segmentation
- Horrible usability - the navigation within each account is quite something, not clear where you find certain features, imagine someone using it daily and having to deal with these issues - it's really a perfect recipe to ruin anyone's day.
- The reporting isn't great either, it's difficult to understand how VWO reports as it never matches up with data in other platforms i.e. GA.
- Another issue is related to the glitches and bug fixing, sometimes VWO agents don't have an answer and it can be frustrating.
- Site speed - it can negatively affect the website and user experience, however not much has been done about it over the last few years.
- MVT testing is too complex and in many ways impossible to actually execute.
- VWO A/B tests are easy to set up. I like that we can input our own HTML/CSS/js.
- Surveys are nice. I like the new feature of being able to see some recordings of sessions who answered the survey.
- Overall, the recordings are very useful. We have set up some recordings to even verify/debug some issues we were seeing on our site.
- Setting up specific goals or events is sometimes hard. our goals/events/clicks are not always straight forward as "if user clicks this thing" which means we have to do extra set up.
- Form tracking has been a pain, especially with forms that don't have a "submit" button - our checkout process. being able to funnel from delivery/pickup, delivery address form, to payment type, payment form, and submit, it has been difficult. we have dynamic forms with unique id per each session, which also required extra set up. We had an issue with the form only capturing the latest submit, rather than all submits. Even with it set up, the form tracking doesn't seem to capture how we would want.
- Rapid deployment of tests outside the normal development cycle.
- Relatively affordable pricing.
- Perhaps, streamline multi-device/browser QA process.
- Clean up UX internally, as it feels a bit cluttered and I suspect many people use just the A/B testing and not the other features, as we do.
- Great customer service and support.
- Easy to use testing tool.
- Clear and simple reporting of stats/data.
- There is a lot to the tool that can add confusion.
- Lots of guides that sometimes are confusing too.
- Although there's great service, sometimes you are dealing with different people about one issue. Might be the time difference.
- A/B testing in a way that does not require changes to the website instance itself.
- Heatmap testing with minimal negative impact on load times and performance.
- Specific user recordings for more information when desired.
- Ability to direct test traffic to specific user types, devices, IP addresses allows easier test previewing and allows you to direct relevant traffic to the tests.
- It is easy to set up new sub-accounts and sub-users so relevant people can view relevant accounts.
- Ability to send preview links and QR codes of test variations.
- The idea of having heatmaps with test variations are great. However, I find the VWO heatmaps largely unreliable, and don't show much data.
- The previews links are really important so we can send our tests to clients before setting them live. However, they are really unreliable and are quite difficult for clients to use. You have to ensure the client clears their cookies and views the test in incognito, which is fine, but even after doing this it does not always work.
- Building tests can be quite awkward as the code editors are overlaid over the view of the page, so you can't instantly see what the changes to the code do to the page -- you have to close the code editor, then select to correct variation. If you then find something isn't right, you find yourself repeating this a lot.
- Very communicative.
- They come up with great ideas on their own.
- Easy tools.
- Great reporting.
- They try to push their ideas on you instead of learning your brand.
- Time zone differences (based in India) make it difficult at times.