VWO

Variation design with the visual editor

Open the target page, adjust text, images or layout and save each version. For advanced changes jump into the code editor to inject custom HTML, CSS or JavaScript.

Audience targeting and traffic split

Choose who sees the test by device, location, referral or custom attribute. Allocate traffic evenly or bias towards control for low-risk roll-outs.

Goal configuration

Attach primary and secondary goals that match the hypothesis, for example form completion, clicks on CTA or time on page.

Launch the test

Review all settings, schedule the start if required and activate. VWO immediately divides visitors and begins recording results.

Monitoring and analysing results

Real-time reporting

Track conversion rates, uplift percentages and probability-to-beat-control as data accumulates. Use the duration estimator to ensure a statistically sound run length before drawing conclusions.

Behaviour insights

Switch to heatmaps and recordings filtered by variation to observe interaction differences. Collect qualitative evidence that explains the quantitative outcome.

Segmentation

Break down results by device, geography or visitor type. Confirm the winning variant performs consistently across key segments.

Deploying winners and next steps

Roll-out with development or VWO Deploy

Hand winning changes to developers for permanent implementation, or use VWO Deploy to serve the variation to one hundred per cent of visitors immediately.

Iterate and personalise

If results are inconclusive, refine the hypothesis and test again. Leverage VWO Personalise to deliver segment-specific experiences based on insights gained.

Personalisation and advanced features

VWO Personalise

Create customised content or offers for defined audiences without splitting traffic.

VWO Full Stack

Run experiments inside application logic or mobile apps and toggle features with flags for gradual release.

Surveys and polls

Collect visitor feedback at critical points and connect responses to session recordings for richer context.

Best practices for success with VWO

Formulate a clear hypothesis for every test and record it in VWO Plan.

Run experiments for a complete business cycle to account for variability.

Segment results before declaring a winner to catch hidden swings in performance.

Archive inactive tests so the snippet remains lightweight.

Use insights to drive continuous optimisation: test, learn, implement and repeat.

Following these steps will help you harness VWO as an end-to-end optimisation system, uniting data, testing and deployment in a single cohesive workflow.