{"id":3651,"date":"2026-04-03T11:46:38","date_gmt":"2026-04-03T11:46:38","guid":{"rendered":"https:\/\/vwo.com\/product-updates\/?p=3651"},"modified":"2026-04-03T11:46:41","modified_gmt":"2026-04-03T11:46:41","slug":"vwo-feature-experimentation-holdouts","status":"publish","type":"post","link":"https:\/\/vwo.com\/product-updates\/vwo-feature-experimentation-holdouts\/","title":{"rendered":"Move beyond individual wins. Understand the true impact of your feature releases."},"content":{"rendered":"\n<p>Your checkout team ships a winner. Your search team launches a hit.<br>The individual test reports are glowing green, but when the quarterly review hits, you see little to no impact on your revenue.<br><br>Why? Because your &#8220;winning&#8221; updates might be silently colliding, and there&#8217;s no way to know if they are.<br>You are left wondering: <strong><em>\u201cIs our product roadmap \u2018actually\u2019 delivering the impact?\u201d<\/em><br><\/strong><br><strong>Enter Holdouts.<\/strong><br>Now you can exclude a small, intentional subset of your traffic from a series of new feature rollouts, experiments, and personalization campaigns, over weeks, months, or quarters.<br>This subset acts as a pure, stable baseline and represents exactly what user behavior would look like if you didn\u2019t deploy any product changes.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to use Holdouts?<\/strong><\/h2>\n\n\n\n<p>Setting up a Holdout in VWO is seamless and fits right into your existing workflow. By associating a holdout with your feature flags, it universally works across all your feature rollouts, personalizations, and experiments.<br><br>We offer two types of Holdouts: <br><br>1. <strong>Global Holdouts:<\/strong> Automatically exclude your Holdout users from all new feature flags across your product to measure your entire roadmap&#8217;s impact.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"764\" height=\"520\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image.png\" alt=\"Image\" class=\"wp-image-3652\" \/><\/figure>\n\n\n\n<p>2.<strong> Selective Holdouts:<\/strong> Manually associate specific feature flags to your Holdouts to measure the combined impact of a specific theme or initiative.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"867\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-1.png\" alt=\"Image\" class=\"wp-image-3653\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-1.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-1.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-1.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-1.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-1.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-1.png?tr=w-375 375w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<p><br><br>Once active, you get a definitive, dashboard-level view comparing total visitors, conversions, and primary metric values between the Holdouts and users bucketed in your campaigns overall.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"911\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-2.png\" alt=\"Image\" class=\"wp-image-3658\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-2.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-2.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-2.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-2.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-2.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/image-2.png?tr=w-375 375w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><br><strong>How does it help your industry?<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>For E-commerce &amp; Retail:<\/strong><br>Imagine you launch guest checkout, revamp your recommendation algorithm, introduce an enhanced search experience, revamp the product listing page, and evolve the search experience, all in a single quarter. Individual A\/B tests for each, can&#8217;t prove the cumulative bottom-line impact. By keeping a set of users that are isolated from these releases, you get scientific proof about these releases, whether they are even increasing your conversions, AOV, or revenue.<br><\/li>\n\n\n\n<li><strong>For SaaS &amp; Software:<\/strong><br>Move the conversation from &#8220;Did a specific onboarding change win?&#8221; to &#8220;Did our Q3 product roadmap actually increase user retention and Customer Lifetime Value?&#8221; You finally have the data to prove your strategy works.<br><\/li>\n\n\n\n<li><strong>For News &amp; Media:<\/strong><br>If you launch a new personalization algorithm for the news feed, a metered paywall, and start testing a new ad platform, make a few UI\/UX changes, and revamp article writing style, in a single quarter. Such individual A\/B tests can&#8217;t prove cumulative impact on engagement &amp; revenue. By having the Holdout users as your original baseline, you get a clear indication of the impact of your launches.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><br><strong>Why is this important to you?<\/strong><\/h2>\n\n\n\n<p><strong>Justify your product investments and illustrate ROI:<\/strong><br>Solve your leadership\u2019s biggest struggle: \u201cTangibly understanding the ROI of product development.\u201d Deliver a data-backed analysis to prove exactly how your development efforts are impacting key business goals.<br><br><strong>Proactively detect anomalies and course-correct: <br><\/strong>Get an early warning if your recent series of improvements is actually causing unintended harm and trending negatively. This allows your team to intervene and course-correct before long-term damage occurs.<br><br><strong>Set a culture of true accountability:<br><\/strong>Use Holdouts to bring transparency and align your teams towards one common vision, by tying feature launches directly to business health. You shift your team&#8217;s mindset from simply shipping features to actually driving business outcomes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br><strong>Start visualizing your true roadmap ROI today!<\/strong><\/h2>\n\n\n\n<p>Holdouts are currently available for the <a href=\"https:\/\/vwo.com\/pricing\/#:~:text=stack%20or%20device.-,Enterprise,-Includes%20(everything%20in\">Enterprise Plan<\/a> (Early access) of <a href=\"https:\/\/vwo.com\/feature-experimentation\/\">VWO Feature Experimentation<\/a>. Please reach out to your Customer Success Manager to get access.<br><br>To know more, head over to our <a href=\"https:\/\/help.vwo.com\/hc\/en-us\/articles\/56296204643481-Configure-Holdout-Groups-in-VWO-Feature-Experimentation\">Knowledge Base<\/a>.<br><br>If you have any questions or feedback, we are all ears at support@vwo.com.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your checkout team ships a winner. Your search team launches a hit.The individual test reports are glowing green, but when the quarterly review hits, you see little to no impact on your revenue. Why? Because your &#8220;winning&#8221; updates might be silently colliding, and there&#8217;s no way to know if they are.You are left wondering: \u201cIs&#8230;<\/p>\n","protected":false},"author":670,"featured_media":3655,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62],"tags":[34],"feature":[64],"industry-type":[],"class_list":["post-3651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vwo-feature-experimentation","tag-feature-experimentation","feature-feature-experimentation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>See the TRUE impact of your features over time | VWO Product Updates<\/title>\n<meta name=\"description\" content=\"Exclude a subset of traffic from new feature launches to know the TRUE\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/product-updates\/vwo-feature-experimentation-holdouts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"See the TRUE impact of your features over time | VWO Product Updates\" \/>\n<meta property=\"og:description\" content=\"Exclude a subset of traffic from new feature launches to know the TRUE\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vwo.com\/product-updates\/vwo-feature-experimentation-holdouts\/\" \/>\n<meta property=\"og:site_name\" content=\"VWO Product Updates\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-03T11:46:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-03T11:46:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/13\/2026\/04\/OG-image_Holdouts-FE.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2400\" \/>\n\t<meta property=\"og:image:height\" content=\"1260\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Nishant Shete\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/vwo.com\/product-updates\/vwo-feature-experimentation-holdouts\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/product-updates\/vwo-feature-experimentation-holdouts\/\"},\"author\":{\"name\":\"Nishant Shete\",\"@id\":\"https:\/\/vwo.com\/product-updates\/#\/schema\/person\/b5d211f6ddd9671d4df4380725ba1ada\"},\"headline\":\"Move beyond individual wins. 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