This website works best with JavaScript enabled. Learn how to enable JavaScript.


Plan and manage your optimization program

Get closer to your goal by recording research observations, creating data-backed hypotheses, and prioritizing your testing calendar.


Manage and Collaborate on Your Testing Hypotheses

All those ideas you ever wanted to test at one place. What’s more, with VWO, you can now prioritize these, link these to Goals, and finally start running tests to see the real impact on conversions.

Build a winning hypotheses

Adopt a problem-solution approach while building your repository of Hypotheses in VWO.

Define the problem

Clearly define the problem you are attempting to solve and link it to an Observation while analyzing your website data and visitor behavior.

Suggest a solution

Suggest a possible solution to the problem defined in the previous step. Your suggested solution will lead to actual changes on your landing page when you begin testing.

Estimate the impact

Estimate the impact of your suggested solution on the conversion rate for your Goal. You can later refer to this and compare if the actual impact is close to your estimates or not.

Connect Observations

Collaborate and brainstorm with your team to create testing hypotheses, based on all the Observations and evidence you’ve collected.

Manage and Prioritize

Surface your best testing hypotheses by scoring them on 3 key parameters.


Score your Hypotheses based on how confident you are about achieving the expected improvement after running the test?


Rate your Hypotheses, based on how crucial the visitor group that becomes a part of the test is. For example, running a test on visitors coming to the checkout page is more crucial than visitors coming to the home page.


Rate your Hypotheses on their complexities. How difficult will it be to implement the changes identified for the hypothesis?

Visualize your Optimization plan

The Kanban view of Hypotheses helps you visualize your optimization plan through various stages.

Kanban Board in VWO

Opportunities backlog

See a list of all your optimization opportunities along with their prioritization score decided by your team.

Testing pipeline

See how many of your hypotheses are currently in the pipeline for testing and how many have a running test associated with them.

Tests completed

See a list of all your tested Hypotheses along with their test results. You can also archive and save these past Hypotheses and save these for future reference.

What’s more?

VWO auto-moves your Hypotheses through different stages, based on your optimization actions. For example, as you create a new test linking it to a Hypothesis, the linked Hypothesis is auto-moved to your testing pipeline. You can also choose to manually move Hypotheses across different stages.

Build your own knowledge base of Test Learning

Every test teaches you something; and with VWO’s Learning management capability, you can record all your learning from each completed test to build a best practices knowledge base that serves as a UI/UX reference for years to come.

Repository of best practices

Regardless of whether a test is conclusive or not, your learning will act as the guiding principle for future website redesigns and information architecture projects.

Backed by data

Your learning is stored in VWO with the complete historic data of all your observations, hypotheses, and associated tests.

Collaborate and share

Work with your team on brainstorming the possible learning from your tests and share it for deeper analysis.

There’s a lot more to do with your Hypotheses

Group by pages

Associate your Hypotheses with key pages so that you can see all Hypotheses associated with particular URLs at a later date.

Add attachments

Upload any supporting data or screenshot to make a good case for your hypotheses.

Labels and favoriting

Tag your hypotheses and organize these into categories such as category page, product page, or any other relevant category. You can also star your favorite Hypotheses for future reference.

Validate your hypotheses by putting these to test against the current version on your website.
Explore test

Ubisoft Used A/B Testing to Increase Conversions by 12%

Learn How

Contact Us / Login