Item: VWO
Rating: 8
Author: Lee Preston

Overall Satisfaction with VWO

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 and Cons

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

It's improved over time, in its current state it's very easy to use and they've done a great job listening to its users and making improvements

Alternatives Considered

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

As I mentioned, VWO is a great all-in-one tool that lets clients research & test all within one tool. It's a little on the expensive side so it might not deliver the desired ROI for smaller clients and can also encourage the small clients to run small, insignificant A/B tests without much checking.

Key Insights

Do you think VWO delivers good value for the price?

Yes

Are you happy with VWO's feature set?

Yes

Did VWO live up to sales and marketing promises?

Yes

Did implementation of VWO go as expected?

Yes

Would you buy VWO again?

Yes

Other Software Used

Miro, Figma, Dovetail, HiBob, Adobe Analytics

Likelihood to Recommend

It's a great, comprehensive tool that's easy to use and clients love, but it's also quite expensive compared to some of the modern alternatives e.g. Convert, Varify.

If a client wants to use VWO we're more than happy to use it and historically it's helped deliver very successful optimisation programmes.

If a client / colleague asked me about using VWO, I'd highlight the above and say there are cheaper alternatives for testing & research, but VWO does it all in one for more money if you want the convenience.

VWO Feature Ratings

Comments

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Great all-in-one tool, but on the expensive side