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CRO Industry Insights from Our In-App Survey Results

5 years ago when our Founder, Paras Chopra, realized the opportunity gap for an “easy-to-use” A/B testing software in the industry, he didn’t know how big it’s going to be. He tried to solve a pain point and it worked: VWO is today a known name in the industry.

Now when we look back at how things have changed over time, testing has become a part of the culture for those who understand how powerful it is. No data-driven online business can ignore it.

A/B testing has become a small niche in itself. And we did a short survey in the VWO app to understand our industry (and specifically our customers) better. Here are a few key data points/insights that stood out for us:

1. eCommerce industry is using A/B testing most actively. 39% of VWO customers are from the eCommerce industry.

Most active VWO users according to industry type

Most active VWO users according to industry type

2. One in every seven A/B tests is a winning test

3. Average conversion lift for statistically significant tests is 49 per cent.

4. 40% of testers in VWO create a test within an hour. This includes time taken in doing the research for test idea to making it live!

Time invested by VWO customers to set up one test

5. “Power testers” comprises of 5% of our active user base. In the first quarter of 2014, these “power testers” alone had set up close to 600 tests, which is 8 times more than usual testers.

6. Average revenue per unique visitor for eCommerce sites is $3. A successful A/B test usually increases it up to 50%. 7. Almost 30% of testers would like to start with testing a call-to-action button.
This is followed by headlines (20%), Layout (10%), and website copy (8%).

First choice of page element to be tested

8. A typical A/B test runs for more than one week but not more than two months.

We’ve come a long way since the time VWO was first launched on HN. This survey was just a small attempt to see where we’re headed as an industry. The points mentioned above definitely reveal some trends. We will continue to share more data/insights in future and contribute to a culture of transparency for everyone to benefit from it.

Your Turn

What do you think about these data points/insights? Do you have any interesting observations to share from your tests? Write to us at marketing@vwo.com


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Shanaz Khan from VWO

Hi, I am Shanaz from the VWO Research Desk.

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