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BREvery feature flagged. Every release measured. Every risk controlled.
Flag every feature, control every rollout, measure every impact, and experiment on everything - ship at startup speed with enterprise confidence.
A unified platform for feature delivery, experimentation and personalization
VWO Feature Experimentation lets you ship confidently, experiment continuously, and personalize at scale, backed with deep insights and a modern stats engine - all in one unified, easy-to-use platform that works with your existing stack
Feature rollout and management
Ship features safely with gradual rollouts, instant rollbacks, and runtime control. Change configurations on the fly without redeploying. Ship across web, mobile, or anywhere on your stack with built-in governance to keep teams moving fast without breaking things.
Experimentation and impact analysis
Run A/B, multivariate, and bandit experiments with enterprise-grade statistical methods. Measure true impact using our advanced reporting and integrations with your current data stack. Ship decisions based on results your data team trusts and your stakeholders understand.
Personalization
Create consistent, personalized experiences for your users across any surface your product runs on. Use advanced targeting to segment users by who they are, or what they've done. Continuously optimize outcomes with real-time metrics and behavioral insights.
Empower your whole organization with the right experimentation application
Risk-free rollouts without compromising speed
Launch confidently while maintaining speed and control with gradual rollouts, automated rollbacks, and kill switches. Measure impact continuously and iterate fast.
Instant, no-deploy product changes
Use dynamic configs to change copy, UI, eligibility rules, thresholds, and settings without new deployments or engineering dependency.
Advanced experimentation to guide product bets
Run rigorous experiments and impact analysis to validate what truly moves key metrics before scaling.
Seamless reporting for org-wide visibility
Self-serve and easy-to-consume experiment reports to easily communicate the failures and wins across the organization.
Safe and fast release management
Ship features faster while minimizing production risk using gradual rollouts, canary releases, automated rollbacks, and kill switches.
Low-friction developer adoption
Accelerate developer adoption through REST APIs, IDE integrations, MCP server, OpenFeature support, and detailed developer documentation.
Enterprise grade governance and reliability
Operate safely with built-in governance, access control, and approval workflows.
Zero latency performance and tech debt control
Deliver sub-millisecond performance by using in-memory, local SDK evaluation that requires zero network calls for decision-making. Prevent flag sprawl and tech debt using our specialised tools and workflow integrations.
Advanced statistical controls and customization
Run statistically rigorous experiments using Bayesian methodology in either Fixed horizon or Sequential mode to meet the highest data science standards. Minimize false positives by peeking correction and Multiple Comparison Corrections (Bonferroni/Sidak) with advanced controls like ROPE.
Seamless data export to your existing stack
Seamlessly export clean experimentation data into your existing analytics tools and data warehouse for deeper analysis.
Ability to personalize beyond UI
Experiment and personalize everything, not just UI, but algorithms, recommendation engines, AI models, prompts, and pricing, for any user segment.
Continuous experiment health monitoring
Eliminate experimental bias with automated safeguards that monitor data integrity in real-time. Automatically detect SRM, and data quality anomalies ensuring your results are never compromised by underlying traffic issues.
All-in-one platform
Run experiments, validate impact, personalize experiences, and analyze behavior, all in one unified platform.
Deeper in-app experimentation
Move beyond landing pages and run experiments deep inside the product. Align in-app experiences with your external campaigns for better conversion.
Personalized user experience for different cohorts
Tailor product experiences for different user segments with advanced targeting, dynamic configs, and cross-channel personalization.
Cross platform targeting with consistent user experience
Target users seamlessly across web, app, or any surface while ensuring a consistent experience for each user, regardless of platform.
Join 3000+ happy customers who trust VWO
Works seamlessly with your existing stack
VWO Feature Experimentation offers robust SDKs for all major languages and frameworks along with native integrations across analytics, data, CMS, and cloud platforms, enabling you to plug VWO into your stack without friction.
Get enterprise-grade security and support from day one
Work confidently, knowing that we have always got your back for your security and support. Build and scale your testing programs with ease.
Your data is safe and secure with us
We value our customers' trust in our platform. Hence, we try our best to comply with security and privacy mandates across physical and digital geographies.
Explore Privacy & Security
Data storage
VWO has data centers in the US, the EU (Belgium), and India. Our CDN uses a load balancer, is hosted on Google Cloud Platform, and spans 10 locations from Japan to Brazil for faster loading.
Dedicated customer success manager
Leverage our training programs and dedicated success manager to optimize your website for better conversions.
Support with a constant CSAT of ~99%
You can count on us all year round for your most minor query while running the most complex experiments. Our technical experts will guide you all year round.
Frequently Asked Questions
VWO provides SDKs for 10+ languages (Java, Python, Node.js, PHP, Ruby, Go, .NET, and more) that integrate into your backend. Your server-side code queries VWO's decision engine to determine which variation each user receives. This lets you experiment with API responses, algorithms, database queries, pricing logic, recommendation engines, and server-driven UI without exposing experimental code client-side. SDKs deliver sub-millisecond decisions with built-in caching to prevent latency.
Yes. VWO works for client-side testing through JavaScript, React Native, Flutter, iOS, and Android SDKs. You programmatically control UI components, layouts, and user flows in browser or mobile app code. Unlike VWO Web Testing's visual editor, Feature Experimentation requires SDK integration but offers version control, coordinates frontend-backend changes, integrates with application state, and ensures consistent experiences across platforms. Ideal for SPAs, progressive web apps, and performance-critical implementations.
A 'feature' is any application functionality you want to control, test, or gradually release, from a single UI element to complete capabilities like checkout flows, pricing models, recommendation algorithms, or infrastructure changes. Features support multiple variations (not just on/off) with configuration variables, letting you test different implementations simultaneously. For example, a search algorithm feature might test various ranking models, layouts, and filters through one flag, enabling simple toggles or complex multi-variable experiments.
Feature flags are decision points in your code that determine which users see which feature variations. You wrap code with VWO SDK calls that query the decision engine, based on user attributes, targeting rules, traffic allocation, and configuration., VWO instantly returns the variation for that user. Your application executes the corresponding code path. All configurations and targeting rules update in real-time through VWO's interface without code deployments, giving you dynamic control over feature availability.
Feature flags decouple code deployments from feature releases. Instead of deploying new code directly to all users, you deploy disabled features to production, then gradually enable them for specific segments while monitoring impact. This enables instant rollbacks of problematic features through configuration changes, safe testing in production with internal teams or small user segments, release automation independent of engineering timelines, progressive delivery with performance monitoring, and coordinated multi-team releases, making deployments routine and reversible.
Feature flags eliminate the need for separate experimental code paths. The same flag infrastructure handles both controlled rollouts and A/B tests. To experiment, simply enable multiple variations, define success metrics, and VWO automatically randomizes users, tracks behavior, and calculates statistical significance. Product teams launch experiments through VWO's interface without engineering work for each test. One integration pattern handles feature management and experimentation, you write flag code once, then configure whether it becomes a rollout or experiment.
Engineers integrate VWO's SDK once, wrapping features with flag checks. Product teams then self-service configure experiments through VWO's interface: create variations, set traffic allocation, define targeting rules, and specify success metrics. VWO automatically randomizes users, ensures consistent experiences across sessions, and tracks conversions. Teams monitor real-time dashboards showing conversion rates, statistical significance, and metric impact. Winning variations roll out via traffic allocation adjustments; no additional code changes required. This enables continuous experimentation without engineering bottlenecks.
Use feature experimentation to test server-side logic (pricing algorithms, recommendation engines, search ranking), experiment consistently across platforms (mobile, web, backend), modify functionality requiring code changes, control feature access by permissions or subscription tiers, run persistent cross-session experiments, test performance-sensitive changes, or experiment on native mobile apps.
Use web testing to optimize website experience, test visual/content changes using VWO's no-code visual editor, or run quick marketing experiments on landing pages and CTAs.
