VWO A/B Testing: A Complete Feature Overview

If you’ve ever launched a campaign that should have converted but didn’t, you already know the value of testing before guessing. VWO A/B testing promises data-backed clarity, showing what truly moves users to click, buy, or bounce. But how exactly does it work, what does it offer, and is it the right fit for your business?

In this guide, you’ll get a complete, no-fluff breakdown of VWO’s A/B testing platform: its features, pricing, pros and cons, and a smarter alternative built for teams that want results without the enterprise-sized headache.

What is the VWO platform?

VWO (Visual Website Optimizer) is a SaaS platform built for experimentation and conversion rate optimization. It helps teams enhance website performance through data-backed testing and behavioral insights, uniting web analytics, session recordings, and conversion funnel optimization in one system.

Best suited for medium to large organizations, VWO supports marketing and product teams that rely on steady traffic and structured experimentation. Smaller startups may find it more than they need, but for mature teams, it offers the control and scalability essential for continuous optimization.

The platform follows a module-based approach:

• VWO Testing (Web Experimentation): Runs A/B, multivariate, and split tests to measure which changes drive better results.
• VWO Insights (Web Behavior Analytics): Captures heatmaps, session replays, and feedback to reveal how visitors interact with a site.
• VWO Personalize (Web Personalization): Adjusts website content and experiences for different user segments to enhance customer engagement.
• VWO Rollouts (Web Experience Rollouts): Manages controlled feature releases with feature flags and monitors their effect on user experience.

Each module supports a different stage of optimization, together forming a single workflow that connects observation, experimentation, and deployment. The outcome is a clear, data-backed process for improving user experience and conversion performance without switching between tools.

What is VWO A/B testing?

Within VWO’s ecosystem, A/B testing is the core mechanism that turns insights into measurable improvements. At its simplest, A/B testing compares two or more versions of a webpage to determine which drives better results—be it higher conversion rates, longer engagement, or smoother progress along the customer journey.

VWO A/B Testing is an A/B testing tool that streamlines this process for marketers, CRO specialists, and product teams. Instead of relying on developers for every adjustment, users can design and launch experiments directly through VWO’s visual editor or with custom code. Each variation is tested on live traffic volumes, revealing which performs best and why. The outcome is clear data showing what actually improves website performance for each user group.

VWO supports two main approaches to testing:

• Client-side testing: Runs in the browser, best for front-end experiments such as button text, headlines, layouts, or visuals.
• Server-side testing: Executes on the backend, suited for deeper changes like recommendation engine algorithms, or feature releases.

Experimentation in VWO fits naturally into the broader conversion rate optimization workflow. A/B tests connect directly with heatmaps, analytics, and personalization modules, enabling teams to:

• Identify friction points through user behavior data
• Test alternative experiences to validate hypotheses
• Deploy winning versions across pages or apps

What are the main features of VWO’s A/B testing platform?

Once you understand how A/B testing works inside VWO, the next question is obvious: what exactly can it do for you?

VWO’s A/B testing features are centered around efficiency and clarity. Each one addresses a specific stage of the experimentation process—from setting up variations to interpreting data and applying winning changes.

Let's look at the core capabilities of VWO A/B testing and how each of them works exactly.

VWO A/B testing dashboard

The A/B Testing Dashboard is the control room for managing every campaign. It brings together all running, paused, and archived tests in one organized view, helping teams track progress and prioritize work.

The dashboard’s tiles give a snapshot of each experiment: the number of visitors involved, variations tested, conversion metrics, and overall performance. With this layout, teams can instantly see what’s live, what’s in draft, and what’s been completed—no hunting through folders or spreadsheets.

From this screen, users can:

• Create new A/B tests directly from the dashboard.
• Search or filter campaigns by name, URL, status, or label to find relevant experiments quickly.
• Start, pause, archive, or delete tests as needed to keep the workspace clean and manageable.
• Sort by date, creator, or campaign name for better organization.

For teams running multiple tests across funnels or product lines, this dashboard simplifies performance tracking and keeps experimentation aligned with broader traffic goals.

Visual editor and code editor

VWO offers two complementary tools for creating variations: a Visual Editor for marketers and a Code Editor for developers. This dual approach ensures both agility and flexibility in how teams modify and test web pages.

Visual editor

The Visual Editor uses a point-and-click interface that lets non-technical users modify any element on an HTML page without writing code. It’s especially useful for marketing teams focused on improving digital user journeys without waiting on IT.

Source: VWO

Common actions include:

• Changing images, videos, or on-page copy
• Editing, moving, or hiding elements
• Adjusting layout and style settings
• Adding bookmarks, jump links, or CTAs
• Previewing variations before launch

For UI/UX experts, the visual editor serves as a safe, real-time playground for performance testing—every change is tracked, reversible, and testable.

Code editor

Source: VWO

For deeper customization, the Code Editor allows direct editing in HTML, CSS, JavaScript, and jQuery. Advanced users can inject logic, add tracking scripts, or refine page functionality beyond the visual editor’s scope.

With VWO’s Code Blocks (available in Data360 accounts), code is modular and easier to maintain, keeping complex operations clean and organized.

For campaigns needing granular control (like custom event tracking, funnel modifications, or dynamic page behavior), the code editor offers complete flexibility without leaving the testing environment.

Tip: Developers can preview their changes through either the Previews tab or the Visual Editor before deployment.

VWO SmartCode

Every test needs reliable data, and VWO SmartCode ensures it’s collected accurately. This lightweight JavaScript snippet connects the website to VWO’s servers, enabling precise visitor tracking, variation delivery, and traffic allocation.

SmartCode loads asynchronously, minimizing any impact on website performance. It also integrates seamlessly with Google Cloud Platform, ensuring data flows securely between your site and VWO’s analytics engine.

VWO Copilot

Source: VWO

A standout recent addition to the VWO platform, VWO Copilot introduces AI-driven campaign creation. Instead of manually configuring tests, users describe what they want in plain language, and Copilot builds it for them.

For example, a marketer could type:

“Change the homepage headline to ‘Book Your Dream Vacation Today,’ make the CTA button green, and target mobile users in the United States.”

VWO Copilot interprets the prompt, applies design changes, sets up tracking, defines the audience, and prepares the test for review—all automatically.

Key benefits include:

• Rapid campaign setup: Describe the experiment once, and Copilot generates it in seconds.
• Accessibility for non-technical teams: Marketers can modify campaign pages without coding.
• AI-generated optimization ideas: Based on behavioral insights, Copilot suggests new experiments and metrics tailored to your traffic segment.

VWO Copilot also assists in hypothesis generation, variation creation, and audience targeting, reducing manual campaign management.

Integration ecosystem

For testing to deliver real value, it must connect with the broader marketing stack. VWO integrates with major tools across analytics, CRM, and ecommerce systems, ensuring clean data flow and accurate test attribution.

Available integrations include:

• Analytics: Google Analytics, Mixpanel, Segment
• CRM: HubSpot, Salesforce
• Ecommerce and CMS: Shopify, Magento, WordPress
• Tag Managers and APIs: Full API access for custom setups

These integrations allow teams to link experiments to downstream metrics, like lead quality or cart abandonment, without losing visibility. Syncing A/B tests with Google Analytics ensures results align with business KPIs and funnel reports, reducing data silos and improving decision-making.

Goals

Conversion goals define what “success” means for each experiment. VWO allows you to track a wide range of different visitor action types, turning engagement into measurable outcomes.

You can choose from:

• Page visits (specific URLs or campaign pages)
• Form submissions (e.g., signup or checkout forms)
• Clicks on links or elements
• Revenue tracking (for ecommerce conversions)
• Custom conversions (based on your own JavaScript code or API logic)

Targeting

Precision targeting is what separates random testing from meaningful experimentation. VWO provides extensive targeting capabilities to define who sees which variation.

Whether refining experiences for returning customers or isolating first-time visitors, targeting keeps each test focused on the right traffic segment.

Teams can segment audiences by:

• URL, device, and browser type
• Traffic source or campaign UTM parameters
• Geo-location, IP address, or screen resolution
• User type, session data, or behavior
• Cookies, JavaScript variables, or GTM data layers
• Custom events and conditional logic

Advanced targeting allows you to build and reuse saved custom segments, ensuring consistent testing across campaigns.

Triggers

While targeting determines who sees an experiment, triggers decide when it appears.

VWO’s trigger options range from simple to highly advanced:

• Basic triggers: Page views, time spent, scroll depth, or exit intent.
• Behavioral triggers: Form submissions, clicks, or engagement levels.
• Conditional triggers: Combine multiple behaviors to control activation.
• Custom logic: Use JavaScript or API-based triggers for complex user journeys.

These controls help teams deliver variations at moments that matter (like right before checkout or when a visitor hesitates on pricing), reducing friction and improving conversion potential.

Analytics

The real value of any A/B test comes from what happens after it runs. The analysis.

VWO’s reporting system uses SmartStats, a Bayesian statistical engine that estimates how likely it is that one variation will outperform another.

Inside the reporting dashboard, results update in real time. You can compare control and variation performance side by side, track conversion lift, view confidence levels, and see how traffic is distributed across user segments.

Reports can be filtered by device type, location, operating system, traffic source, user category, time frame, or campaign parameters such as UTM tags.

Digital experiment types supported by VWO

VWO’s digital experimentation suite goes beyond traditional A/B testing, offering a variety of methods that fit different optimization goals.

Whether you’re testing a headline, comparing full-page designs, or validating a change across devices, the platform provides flexible methods to measure what truly impacts user behavior.

These experiment types work together to help teams refine landing pages, checkout flows, and broader digital user journeys without losing sight of accuracy or control.

A/B testing

A/B testing is the starting point for most optimization efforts. It compares two or more versions of the same page to see which performs better against a defined goal, such as increasing sign-ups, reducing cart abandonment, or improving engagement.

VWO splits incoming traffic between a control and one or more variations, tracking how real users interact with each version.

This type of test is best for validating focused changes like copy updates, design tweaks, or CTA placement. The simplicity of setup and speed of feedback make A/B tests ideal for continuous, data-driven improvements that add up over time.

Split URL testing

When an experiment involves major layout or backend differences, split URL testing (sometimes called split testing) is the better option.

Instead of modifying a single page, traffic is divided between entirely separate pages, a control URL and one or more variation URLs.

This approach works well for comparing redesigned templates, testing new navigation flows, or experimenting with alternative checkout pages. Because each version is hosted independently, developers can test performance, logic, and layout changes without disrupting the live site.

Split URL tests provide a clear comparison of how different structures influence conversions across the same audience.

Multivariate testing

Multivariate testing takes experimentation a step further by analyzing how multiple elements on a page interact. Rather than changing one thing at a time, teams can test combinations of headlines, visuals, and calls to action to see which mix performs best.

VWO automatically generates and serves every variation, distributing traffic evenly and collecting data until results reach statistical reliability.

This method reveals which design or messaging combinations work together to move users forward, giving a more complete understanding of how each element contributes to the overall experience. It’s particularly valuable for pages where layout, copy, and visuals all influence conversion behavior.

Multi-device tests

Users move freely between devices, and testing on just one no longer tells the whole story. Multi-device testing in VWO tracks how variations perform across desktop, tablet, and mobile, highlighting differences that can affect engagement or sales.

Teams can identify how each version renders across screen sizes, operating systems, and browsers—ensuring consistency throughout the journey. A variation that increases clicks on desktop might underperform on mobile if the CTA shifts below the fold or the layout breaks.

By understanding these device-specific nuances, marketers can deliver smoother, more reliable experiences everywhere their audience interacts.

Sequential testing

For experiments that carry higher stakes or involve gradual rollouts, sequential testing offers a safer approach. Instead of exposing all traffic at once, VWO distributes variations in controlled phases, allowing teams to observe early results and adjust as needed.

This type of testing is especially effective for sensitive areas like pricing pages or payment flows, where even small missteps can impact revenue. Sequential testing provides early performance signals while reducing risk, helping teams validate large changes under real-world conditions before scaling them to all users.

How to set up an A/B test in VWO: Step-by-step process

To run an A/B test in VWO, you need to…

1. Add the VWO SmartCode

Before anything else, the VWO SmartCode must be installed on every page included in your test.

2. Start a new campaign

From your VWO dashboard, open the campaign configuration screen, where you’ll enter the details of your experiment.

Begin by specifying the URL or page you want to test. You can include or exclude specific pages, use wildcard entries for broader coverage, or refine patterns under the Advanced tab.

3. Create variations

Next, create and manage all page versions included in your test. You can choose between two editors, visual or code, depending on your goals (and skills).

Traffic is distributed evenly by default, but you can manually adjust traffic allocation to focus more visitors on specific variations.

4. Define goals or metrics

Once your variations are ready, decide how success will be measured. Depending on your workspace setup, you’ll see either Goals or Metrics (available in Data360-enabled accounts).

If using Metrics, you can define primary and secondary performance indicators, such as conversions, event totals, or revenue value.

Each test must have one primary goal or metric—the action that determines which variation performs better. Others can be tracked as secondary data points.

5. Configure audience and traffic

Next, define who sees your test and how much of your total traffic participates. You can target by user type, location, device, or custom segment to ensure each variation is shown to the right visitors.

6. Review and launch

When all configurations are complete, you can preview variations, view screenshots across browsers, and verify all settings before going live. Once reviewed, you may launch your test.

7. Monitor and manage

After launch, monitor the campaign through the dashboard. You can pause, archive, or clone tests, flush collected data, or download reports as CSV files for deeper analysis.

VWO pricing

VWO’s pricing model is based on Monthly Tracked Users (MTU), meaning you pay for the traffic included in your experiments.

The platform offers a Free Starter plan with limited testing features for small-scale use. Paid plans scale from there:

• Growth starts at $228 per month (billed annually for 10K MTU)
• Pro starts at $547 per month (billed annually for 10K MTU).

For larger organizations or advanced feature needs, the Enterprise plan provides a custom quote based on usage, integrations, and support requirements.

Strengths and limitations of VWO A/B testing

Personizely: A simpler alternative to VWO A/B testing

VWO offers advanced experimentation capabilities, but it isn’t the right fit for everyone. Its tiered pricing can get expensive fast, especially since each module—Testing, Insights, and Personalize—requires a separate subscription.

The platform’s depth also comes with a steep learning curve, making it less accessible for lean teams that want quick results without a dedicated CRO specialist.

Personizely takes a more streamlined approach.

It’s an all-in-one conversion optimization platform that combines A/B testing, website personalization, and engagement tools in a single, easy-to-use product. There’s no add-on pricing or technical setup—everything works out of the box.

Here’s how Personizely stands out:

• Effortless A/B testing: Run tests on layouts, pricing, images, and copy in a few clicks. You can choose from content, redirect, theme, or price tests to understand what drives engagement and conversions.
• Intuitive campaign editor: Edit colors, CTAs, and page elements with a visual interface. Advanced users can still fine-tune changes through CSS or JavaScript code for full design control.
• Fast performance: A no-flicker load ensures visitors see variations instantly, preventing visual delays that affect results.
• Precise traffic control: Allocate visitor percentages manually and run multi-page experiments to test the entire digital journey, not just single screens.
• Built-in website personalization: Deliver tailored content, offers, and visuals to specific segments based on behavior, location, or source.
• Widgets that convert: Create pop-ups, banners, callouts, and other types of widgets to drive signups and increase conversions.
• Seamless integrations: Connect easily with ecommerce platforms and CMS, email and SMS marketing tools, CRM software, analytics solutions, and more.

For teams seeking meaningful experimentation without complexity or extra costs, Personizely offers a focused, accessible alternative to VWO—a single platform that simplifies optimization while keeping every feature within reach.

And it comes at a much more affordable price!

The Essential pricing plan starts at $31/month, while the Premium plan starts at $47/month, both for 10K monthly visitors, when billed annually.

Ready to make A/B tests a part of your conversion rate optimization?

A/B testing remains one of the most reliable ways to understand what actually drives conversions. VWO gives teams the infrastructure to test, measure, and refine experiences at scale, but its cost and complexity often make it a better fit for larger organizations. For growing brands or ecommerce teams that need faster setup, simpler workflows, and built-in personalization, Personizely offers a more practical path forward.

With Personizely, you can launch meaningful tests in minutes, personalize content for every visitor, and boost engagement with dynamic widgets—all without a developer. The setup is quick, the insights are actionable, and the first 14 days are completely free.

Start your free trial today and see how Personizely turns testing and personalization into a single, effortless workflow that drives measurable growth.

VWO A/B testing FAQs