Glossary · Marketing, CRM & Growth
VWO
Overview
What VWO is
VWO, short for Visual Website Optimizer, is a conversion rate optimization (CRO) platform. Its purpose is to help you increase the share of visitors who complete a goal, such as a purchase, sign-up, or lead form, rather than simply driving more traffic. It combines experimentation and behavioral analytics in one tool used by marketing and product teams.
How VWO works
VWO lets you run A/B tests comparing two versions, multivariate tests across many element combinations, and split-URL tests for bigger redesigns, often through a visual editor that needs little code. To find what to test, it adds heatmaps, session recordings, funnels, and on-site surveys that reveal where visitors hesitate or drop off, plus personalization to tailor experiences to segments.
Why testing beats guessing
Redesigns and copy changes based on opinion are risky; controlled experiments show what actually moves revenue. VWO supports that discipline, which is why it complements PPC and sales funnel work, since improving the page a visitor lands on can lower cost per conversion across every channel. A full-service team can plan the hypotheses, run the tests, and act on statistically sound results.
Where we use it
Related Zen in Tech services
How our team puts VWO to work in real projects.
FAQ
VWO — common questions
What is VWO used for?
VWO is used for conversion rate optimization: running A/B and multivariate tests, analyzing visitor behavior with heatmaps and recordings, gathering feedback through surveys, and personalizing pages, all to increase the percentage of visitors who convert.
VWO vs Google Optimize?
Google Optimize was Google's free A/B testing tool, but it was discontinued in 2023. VWO is a paid, more comprehensive alternative that combines testing with heatmaps, recordings, and surveys, making it a common replacement for teams that lost Optimize.
How much does VWO cost?
VWO offers tiered subscription pricing based on tracked monthly traffic and which capabilities you enable, such as testing, insights, and personalization, typically billed annually. A limited free plan or trial is available to evaluate it.
Need VWO done right?
Book a free consultation and we’ll map the fastest, most cost-effective path for your project.
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