Overview of the VWO platform
VWO Testing
Client-side A / B, split-URL and multivariate experiments all run here.
VWO Insights
Heatmaps, clickmaps, recordings, funnels, form analytics and on-site surveys supply behavioural research from the same interface.
VWO Personalise
Rules-based content targeting and audience-level personalisation campaigns.
VWO Full Stack
Server-side testing, feature flags and mobile SDKs for product-level experimentation.
VWO Deploy
Roll out winning variations to every visitor instantly without waiting for a development release.
VWO Plan
Idea backlog, prioritisation and workflow management to organise your experimentation programme.
Setting up VWO on your site
Install the script
Copy the JavaScript snippet into the <head> tag or publish it through your tag manager.
Verify installation with VWO’s checker so data flows before proceeding.
Define goals and funnels
Create global goals for key conversions such as purchases or lead submissions.
Build funnel steps to track drop-off points and reuse these metrics across all experiments.
Validate the setup
Use preview mode to confirm the snippet loads without layout shifts.
Run a short dummy test and check that data appears in reports before launching real experiments.
Creating and running experiments
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.
