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Why we are Evolving into a Conversion Optimization Platform

3 Min Read

Seven years ago, VWO was created with the aim to make marketers’ lives simpler. With its easy-to-use visual editor, it helped marketers focus on their main job (to increase conversions), than to chase the elusive IT team to get that A/B test running.

In these seven years, searches for A/B testing have gone through the roof, more than a dozen similar tools have entered the market, and A/B testing is now an integral part of marketing. VWO has been used to run some 700,000 tests, optimize close to six billion experiences and generate more revenue for businesses across industries and countries.

To say we are happy and humbled would be an understatement. But what will not be an understatement is to say that we have never felt more committed towards making our customers successful.

In the last one year, we have spent a lot of time looking at data. We have spent a lot of time looking at our most successful customers to figure out what is it they are doing that makes them successful.

And we have found that the businesses getting the most success out of A/B testing are the ones following a scientific process. These businesses clearly define what numbers they are trying to move, identify areas that can be improved, step into the shoes of their visitors to understand their pain-points, run A/B tests based on evidence and are incredibly zen about a few losses on the way.

Marketing might be driving the optimization process, but the culture of optimization seeps through every department in these organizations. The focus is on analyzing results, sharing insights and delivering better user experience all around. A/B testing is not just a hack or a seasonal marketing tactic, it’s an year-round commitment towards a ‘user-first’ philosophy.

These businesses understandably have to depend on multiple tools and products to continuously run this scientific process. They often use one tool to track the bottomline, another to prioritize and chart out the testing plan, another to observe visitor actions and yet another to run A/B tests. Getting multiple tools to work for one single process comes with its own complexities. To get real insights from that pool of data is another challenge.

We at VWO have not merely been observing all this. We have used all these observations in building the new VWO.

The new VWO will enable businesses to run all parts of this scientific process through one platform. The seamless connectivity of data will ensure businesses don’t lose track of the user story at any point of the process, putting unprecedented power in the hands of marketers.

VWO – The first Connected Conversion Optimization Platform

Right from tracking metrics, analyzing visitor actions, creating testing plan to running A/B tests, the new VWO will help marketers do everything optimization at one place, one point.

Mohita Nagpal
Mohita Nagpal A lover of the written word, I plan to be the planet's first sit-down comedian. When I am not rethinking a misplaced comma, I write about conversion optimization and website usability. You can follow me @mohitanagpal
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Shanaz Khan from VWO

Hi, I am Shanaz from the VWO Research Desk.

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