See how your experimentation program compares to the industry's best
Your data tells you what's working on your site. This report tells you what's working everywhere else, and what separates compounding programs from stalling ones.
Tactical Implementations
Changes Tested
What this chart shows
Frequency and win rates for the specific changes tested in experiments. The pattern shows which tactical approaches tend to drive conversion and engagement most consistently.
The webinar What 10,000 A/B Tests Reveal About Online Stores explores how reviewing thousands of A/B tests can reveal which types of changes consistently deliver impact across different contexts.
Pro Tip: With Wandz, teams can generate and refine variations based on observed user behavior, helping you move from insights to ready-to-launch experiments faster.
Testing Area
Page
What this chart shows
Test occurrence by page type, showing where your organization invests experimentation efforts. Higher test volumes indicate areas of organizational focus and perceived importance. Combined with win rates, reveals both strategic priorities and actual effectiveness by area.
Want to learn which tests work best on different page types? Check out our CRO Tests guide.
Pro Tip: Wandz summarizes user behavior across page sections, highlights high-engagement areas and friction points, and provides next-step recommendations for optimization.
Testing Area
Section
What this chart shows
Test occurrence by page section, indicating which zones receive the most experimentation attention. Shows whether testing tends to concentrate in high-impact zones like Hero or CTA areas, or spread more broadly across the page.
In the Landing Page Testing blog, changes to key sections such as headlines, visuals, and call-to-action areas are shown to drive the most significant improvements in conversions.
Pro Tip: Wandz identifies sections with the highest engagement and friction, helping teams focus on optimizing high-impact areas for faster results.
KPIs
Primary Metric
What this chart shows
Win rates and test frequency across the primary business metrics teams are optimizing. The pattern shows which KPIs respond best to experimentation and where testing effort tends to concentrate.
Choosing the right metric is often as important as designing the experiment itself. The Alignment and Focus webinar highlights the importance of defining clear business outcomes and success metrics. This is further reinforced in the Innovation and Growth webinar, which emphasizes prioritizing revenue-driven metrics over vanity indicators.
Psychological and UX Drivers
Heuristic Levers
What this chart shows
Win rates and frequency for psychological and behavioral principles applied in experiments. Identifies which frameworks resonate most with your user base for consistent application across future tests.
The Power of Emotion-Based Experimentation ebook is a good starting point for understanding how emotional triggers translate into testable hypotheses.
Pro Tip: Wandz helps detect behavioral patterns and generate hypotheses based on observed user behavior
Experiment Health
Campaign Conclusion Time
What this chart shows
How long it takes to conclude a campaign with VWO. Longer durations often point to larger sample size needs or lower conversion rates, while shorter durations suggest faster learning cycles. Try the A/B test sample size calculator to plan your experiment timeline before you start.
VWO's Sequential Testing mode continuously monitors results throughout an experiment, helping teams identify a winner (or stop an experiment) earlier without compromising statistical reliability.
Experiment Health
Detectable Impact by Traffic Volume
What this chart shows
How experiment traffic relates to detectable lift size. Larger lifts can be detected with fewer visitors, while smaller lifts require significantly more traffic. This shows the statistical power a program needs to optimize incrementally.
Understanding your MDE before launching a test helps set realistic expectations for both traffic and expected lift. VWO's reporting enables teams to detect large effects earlier, allowing programs to act on high-impact wins without waiting for full sample sizes.
Experiment Health
Campaign Distribution by Impact
What this chart shows
How detected conversion rate lift is distributed across completed campaigns. In enterprise experimentation, the vast majority of winning campaigns deliver steady gains while massive gains are rare.
Explore small tests, big wins, for a curated collection of real-world CRO case studies where seemingly minor, single-digit interface tweaks compounded into massive bottom-line growth.
Winning Ideas
The top-performing variations and specific changes that have generated the highest percentage lifts in successful experiments. Each one delivered measurable lift and represents best practices worth documenting and potentially scaling.
Pro Tip: Use Wandz to turn any hypothesis into a ready-to-launch experiment. Describe the change you want to test, and it sets up variations, defines the audience, and gets it ready for your approval
