VWO provides A/B testing, personalisation, and behaviour analytics to optimise website conversion rates through data-driven experimentation.
VWO combines A/B testing, multivariate testing, and personalisation with session recordings and surveys for comprehensive conversion optimisation.
You want an established, full-featured CRO platform that handles testing, personalisation, and behaviour analytics rather than stitching together point solutions.
€
4596
/ year
€
393
/ month
Running multivariate tests on checkout flows
Personalising homepage content by visitor segment
Analysing behaviour with heatmaps and recordings
Enterprise CRO teams running structured programmes, e-commerce companies optimising checkout, SaaS businesses improving trial conversion systematically.
Looking for other options? These are tools I've personally used with clients or tested extensively. Some might better suit your budget, tech stack, or team size. Consider this a shortlist if you need alternatives.
OmniConvert combines A/B testing, personalisation, and customer surveys to optimise conversion rates for e-commerce and SaaS companies.
Tools like Zapier, n8n and Make.com are incredibly powerful, but they can feel overwhelming when you’re just getting started. Since you can connect almost anything, it’s hard to know where to begin.
No-code automation connecting 5,000+ apps to move data and trigger actions excellent for quick wins when you need integrations that just work.
Open-source automation with self-hosting ideal when you need complete control, want to own infrastructure, or have technical teams building workflows.
Visual automation platform with advanced logic and error handling more powerful than Zapier when you need control over complex, branching workflows.
VWO is the comprehensive CRO platform it does A/B testing, personalisation, surveys, recordings, and analytics in one tool. The testing engine is robust with proper statistical methods. The personalisation features let you show different content to different segments. The behaviour analytics provide context for test results. Pricing is custom but expect several thousand pounds annually. Compare against: Optimizely for more enterprise power, OmniConvert for European mid-market, or Google Optimize (discontinued). Choose VWO when you're building a proper experimentation programme and want one vendor for testing, personalisation, and analytics. The implementation requires development resources for complex tests. Best for mid-market to enterprise companies with traffic volume where systematic optimisation justifies platform investment.
My personal notes on how to use this tool.
Client-side A / B, split-URL and multivariate experiments all run here.
Heatmaps, clickmaps, recordings, funnels, form analytics and on-site surveys supply behavioural research from the same interface.
Rules-based content targeting and audience-level personalisation campaigns.
Server-side testing, feature flags and mobile SDKs for product-level experimentation.
Roll out winning variations to every visitor instantly without waiting for a development release.
Idea backlog, prioritisation and workflow management to organise your experimentation programme.
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.
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.
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.
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.
Choose who sees the test by device, location, referral or custom attribute.
Allocate traffic evenly or bias towards control for low-risk roll-outs.
Attach primary and secondary goals that match the hypothesis, for example form completion, clicks on CTA or time on page.
Review all settings, schedule the start if required and activate.
VWO immediately divides visitors and begins recording results.
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.
Switch to heatmaps and recordings filtered by variation to observe interaction differences.
Collect qualitative evidence that explains the quantitative outcome.
Break down results by device, geography or visitor type.
Confirm the winning variant performs consistently across key segments.
Hand winning changes to developers for permanent implementation, or use VWO Deploy to serve the variation to one hundred per cent of visitors immediately.
If results are inconclusive, refine the hypothesis and test again.
Leverage VWO Personalise to deliver segment-specific experiences based on insights gained.
Create customised content or offers for defined audiences without splitting traffic.
Run experiments inside application logic or mobile apps and toggle features with flags for gradual release.
Collect visitor feedback at critical points and connect responses to session recordings for richer context.
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.
Client-side A / B, split-URL and multivariate experiments all run here.
Heatmaps, clickmaps, recordings, funnels, form analytics and on-site surveys supply behavioural research from the same interface.
Rules-based content targeting and audience-level personalisation campaigns.
Server-side testing, feature flags and mobile SDKs for product-level experimentation.
Roll out winning variations to every visitor instantly without waiting for a development release.
Idea backlog, prioritisation and workflow management to organise your experimentation programme.
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.
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.
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.
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.
Choose who sees the test by device, location, referral or custom attribute.
Allocate traffic evenly or bias towards control for low-risk roll-outs.
Attach primary and secondary goals that match the hypothesis, for example form completion, clicks on CTA or time on page.
Review all settings, schedule the start if required and activate.
VWO immediately divides visitors and begins recording results.
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.
Switch to heatmaps and recordings filtered by variation to observe interaction differences.
Collect qualitative evidence that explains the quantitative outcome.
Break down results by device, geography or visitor type.
Confirm the winning variant performs consistently across key segments.
Hand winning changes to developers for permanent implementation, or use VWO Deploy to serve the variation to one hundred per cent of visitors immediately.
If results are inconclusive, refine the hypothesis and test again.
Leverage VWO Personalise to deliver segment-specific experiences based on insights gained.
Create customised content or offers for defined audiences without splitting traffic.
Run experiments inside application logic or mobile apps and toggle features with flags for gradual release.
Collect visitor feedback at critical points and connect responses to session recordings for richer context.
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.
This tool is part of tactical playbooks that walk you through every stage of this engine. Read the full guides to learn how to implement the framework, set up your infrastructure, and execute the tactics that drive results.
Most B2B websites confuse visitors instead of guiding them. Clear structure helps buyers self-educate, compare solutions, and decide to engage. Build pages that answer questions, establish credibility, and make taking the next step obvious.
See playbook
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