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VWO Heap Integration

Send VWO campaign data to Heap for comprehensive analysis of your experiments, and import Heap Segments into VWO for targeted tests and personalization.

About Heap

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.

Benefits

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

Bidirectional data transfer between Heap and 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.

Use cases

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. 

Personalization on Heap segments

Shared data

Feature
Push Based
Campaign data
Event
Targeting Based
Attributes list
Segment

Features by plan

Feature Starter Growth Pro Enterprise
Push Based
Targeting Based Add-on only

VWO plan

Tags

AnalyticsBehavioral analysisEvent analytics

Developed by

VWO

For questions/concerns

support@vwo.com
Icon Quote

Heatmaps, clickmaps, user recordings, and surveys paint a full picture of how customers interact with different parts of our website. These insights have been instrumental in helping us understand our customers' needs and eliminate the guesswork in our marketing efforts. VWO has helped us become more data-driven in our approach and we've successfully added features to facilitate customer needs and provide them a seamless website experience.

Jon Corwin Photo
Jon Corwin

Director of Growth Marketing

Noble Studios

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