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Test and validate your Hypotheses in real time

Run all kinds of testing experiments in real life, from simple element changes to a complete redesign of your landing pages.

A/B Testing

Stop guessing,
start A/B testing

Create and A/B test different versions of your website to continuously discover the best performing versions that improve your conversions.

Fuel data into decision-making

Is your team still thinking about how to make that perfect landing that gets more conversions from existing traffic? A/B test different variations to arrive at the most optimal layout that converts best for your visitors.

Run A/B tests using VWO

Data-driven culture

Don’t let management hunches drive important business decisions. Imbibe a culture of data-driven decision-making in your team by A/B testing every minor or major change on your website.

Increase in conversions

See your conversion graph show a constant upward trend by experimenting with different pages or elements on your website. You can run tests to increase revenue, get more subscriptions for your product, or add more readers to your newsletter.

Test your Hypotheses

Begin A/B testing by connecting your tests to a hypothesis and linking to all the research that fueled the testing process. Hypotheses contain an indication of your expectations from the test. By connecting tests with hypotheses, you can see later whether the actual test results were in line with your expectations.

Creating Hypothesis in VWO

Powerful editor for marketers and developers

VWO offers a simple-to-use Visual Editor to create and run quick A/B tests. You can switch to the advanced Code Editor to make more complex changes.

Using Visual Editor in VWO

Visual Editor

Quickly make changes to your landing pages without writing any code using VWO’s WYSIWYG editor. In addition to making quick changes to headlines and buttons, you can make CSS changes such as background color, font styles, and borders.

AB Testing in VWO

Code Editor

Make complex changes using the advanced Code Editor. Your IT team can now make changes to landing pages using HTML, CSS, JavaScript, and jQuery. You can easily include JS/CSS libraries and define the campaign-level JS/CSS to build complex and sophisticated A/B tests.

Analyze your campaign performance

Pay close attention to how your A/B tests are performing with VWO’s advanced reporting capabilities.

Powerful statistics

Get intelligent post-test recommendations to make smarter business decisions. SmartStats, VWO’s Bayesian-powered statistics engine, is built for marketers who need to make decisions based on business realities, not scientists who work in perfect lab conditions.

Checking Reports in VWO
Bayesian Tests in VWO.

Goal/variation performance

Visually see the detailed performance of your test for your selected Goals and variations. Find out the impact of the test on goal conversions or compare which variation performed the best.

Conversion rate range

Instead of reporting the number of conversions as a percentage, SmartStats calculates with 99% probability the precise range in which your conversion rate lies.

Chance to beat control/all

See how different variations performed compared to your original version and other variations

Detailed segmentation

Slice and dice your test results to uncover hidden winners. Find out if a specific segment of your visitors converted drastically different than the average case for a specific goal or variation.

Connect behavioral insights with tests

VWO’s connected platform offers the unique capability of connecting insights from actual visitor behaviors with test data and results.

Integrated Heatmaps in VWO

Integrated heatmaps

VWO automatically records heatmaps and clickmaps for visitors becoming a part of your tests. Along with the conversion data for your control and variation, you can visually see what parts of your landing page were more interesting for visitors who converted on the variation.

Visitor recordings

Want to see how differences in the control and variation impacted the way visitors interact with your landing page? VWO lets you filter actual recordings of visitors who saw the control and compare these with the ones who saw the variation to spot changes in the behavior.

Verify what your visitors see

Preview and QA the control and variations of of your A/B tests before you make these live for your visitors.

Live Previews in VWO

Live previews

Live previews allow you to simulate the variation by loading the variation as it would load for actual website visitors in their browsers. You can verify variations targeted to unique audience sets, see if your traffic allocation is working as expected or preview the variation on a specific

Cross Browser & Device Testing in VWO

Cross-browser/Cross-device testing

See live previews of your variations on desktop, mobile, tablet devices, and on different types of browsers to ensure that all your visitors get the perfect experience on your website.

Preview Screenshots in VWO

Previewing screenshots

See a static version of control and variation on different browsers. You can group these screenshots by variations or browsers, based on your preference.

VWO’s A/B testing suite has a lot more

Smart notifications

Smart notifications give you a quick overview of your test. You can see if a variation resulted in a smart decision, recommended action for your test, and how long you need to run this test.

Device-specific campaigns

Run your tests with visitors coming from desktop, mobile, or any tablet device.

Cross-domain testing

Have your sign-up form and logins sitting on different domain? Now you can run your A/B tests across domains and capture all the data in a single test.


VWO lets you schedule your A/B test campaigns to start at a later date or time, matching with your unique preferences.

Download reports

Download your test data in the .csv format for offline analysis. Share it with you colleagues for an in-depth analysis of your tests.

Integrate with third-party apps

VWO integrates with a host of third-party applications including Google Analytics, Kissmetrics, Demandware, Magento, and others. See the complete list of integrations here.

Laser-targeted segments

Use VWO’s visitor segmentation to specify which group of visitors sees the variation. You can choose from VWO’s over 20 predefined segments like new versus returning visitors, browser, and query parameters, or build your own custom segments using complex logic conditions.

Always-on goals

You can pick a Goal from your always-on list to measure in an A/B test. In addition to the direct impact of the A/B test on your Goal performance, this also helps you understand how conversions for a specific Goal are impacted by a series of A/B tests.

Campaign-specific goals

Want to optimize a goal specific to this A/B test? Define a new goal while creating your A/B test, and VWO will analyze how your test impacts the performance of this goal.

Test on mobile apps

Find out what works best for mobile users by running A/B tests on your iOS and Android applications.

Your A/B test results indicate your best-performing variations for specific visitor segments. With this data, you can target customized content to each of these segments for better results.
Explore target

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

Learn How

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