What is VWO used for?

VWO (Visual Website Optimizer) is a conversion rate optimization (CRO) and experimentation platform used to test and improve websites, digital experiences, and customer journeys. It helps businesses make data-driven decisions by comparing different versions of a webpage or experience and measuring their impact on conversion goals.

VWO can be used for:

• A/B testing: Compare two or more versions of a page or element.
• Multivariate testing: Test combinations of multiple page changes.
• Split URL testing: Compare different webpage URLs.
• Behavior analysis: Use tools such as heatmaps and session recordings to understand user behavior.
• Audience targeting: Run experiments for specific visitor segments.
• Funnel analysis: Identify where users drop off during a conversion journey.
• Goal tracking: Measure conversions, revenue, and other business metrics.
• Personalization: Deliver different experiences to different audiences.
• Feature experimentation: Test product or feature variations across digital experiences.

For example, a B2B eCommerce store could use VWO to test whether a more prominent “Request a Quote” button increases RFQ submissions. The business can compare the original page with the variation and analyze the resulting conversion data.

VWO is therefore particularly useful for data-driven CRO and experimentation, but test results still need to be interpreted using appropriate sample sizes, metrics, and testing practices.