VWO Heap Integration

Heap is a popular behavioral analytics platform that can capture comprehensive interaction data like clicks, form submissions, and page views without the need for manual event tracking setup. This data helps in understanding user behavior patterns, pinpointing friction points, and optimizing conversion funnels.

VWO’s integration with Heap functionally works the same way as its integration with other analytics platforms. It fundamentally enables two things:

1. Outbound transfer of VWO campaign data from VWO to Heap
2. Inbound transfer of Heap segment data from Heap to VWO

This bidirectional transfer of data enables deeper analytics and more sophisticated targeting capabilities. Campaign data sent to Heap allows teams to analyze VWO test performance alongside other customer behavior metrics captured in Heap’s analytics platform.

On the other hand, Heap segments imported into VWO enables marketers to leverage Heap’s rich user behavior data to run targeted experiments and personalization campaigns in VWO.

1. Analyze VWO campaign performance in Heap 

Filter reports by VWO campaign and variation ID, and compare how different test variations impact broader user metrics tracked in Heap. Basically, understand how your experiments affect overall customer journey metrics and not just the ones set up in VWO.

For instance, suppose an e-commerce company runs a VWO test on their product page. By analyzing this test data in Heap, they discover that while Version B had higher immediate add-to-cart rates (tracked in VWO), it actually led to lower customer retention and smaller AOV over time (metrics tracked in Heap), leading to different optimization decisions.

2. Target tests based on user behavior

Use Heap’s behavioral data to create targeted visitor segments and push them to VWO to utilize across VWO campaigns. 

For instance, use Heap to identify users who abandon carts after browsing for 30+ minutes, then targets these high-intent visitors with a VWO test offering free shipping.

3. View session recording of key audience segments

Identify specific user segments from Heap (e.g., high-value customers, churned users) and instantly watch their actual sessions in VWO. 

For instance, when Heap shows unusual drop-offs, you can easily push the segment to VWO and pull up relevant session recordings to see exactly what users experienced before abandoning a flow. 

4. Personalize experiences based on granular user interactions captured by Heap

Personalize content based on historical interaction patterns of the user. For instance, identify high-value customers using Heap’s engagement metrics and create personalized experiences in VWO for these segments.