VWO (or Visual Website Optimizer) is one of the providers we review in our Growth Marketing Platform article as a provider as a true growth marketing platform provider. The software is made by the Delhi-based SaaS software company Wingify.

The Visual Website Optimizer Platform

Whilst we are only reviewing the VWO Plan product here, the Visual Website Optimizer platform comprises a range of 9 products. To support a growth marketing strategy, the workflow would be to gather observations (using VWO Insights), turn these observations into hypotheses (using VWO Plan), and test your hypotheses (using VWO Testing).

• VWO Testing – Run A/B, multi-variate, split, multi-device, and multi-page tests to convert visitors into customers.

• VWO Insights – Identify bottlenecks and opportunities in visitor purchase journeys.

• VWO FullStack – Run omnichannel experiments with deep segmentation without performance impact.

• VWO Engage – Use automated marketing campaigns beyond emails to keep visitors engaged.

• VWO Plan – Collaborate on growth opportunities, build a pipeline of experimentation ideas, and track progress.

• VWO Services – Get expert help to optimize and grow faster.

• VWO Deploy – Make website edits and revamps without involving developers.

• VWO Personalise – Deliver tailored visitor journeys with personalization.

• VWO Data360 – Collect, aggregate, and enrich customer data in real-time for optimization and personalization.

What is Visual Website Optimizer Plan?

VWO Plan provides functionality for collecting and managing ideas to improve website performance.

"With VWO Plan, your teams can collaboratively discover growth opportunities in your visitors' journey, build a pipeline of high-impact experimentation ideas and see them all the way to completion. Warner Music Group increased their testing velocity by 3X using VWO. So can you."

https://vwo.com/plan/

VWO Plan includes 3 core pieces of functionality:

1. Observations

2. Hypothesis

3. Ideas

Visual Website Optimizer Plan features

1. Observations

VWO Observations is an area to collect and manage insights and observations. These are things you have seen or experienced that could improve your website or application experience. Observations can then be tested by creating a hypothesis.

Use Observation to collect data on user behavior that can help you understand the motivations and apprehensions of visitors on your website.

Observations are the basis of identifying common patterns or problems that can eventually lead you to potential optimization opportunities. Link one or more observations as evidence to construct your test hypothesis.

https://app.vwo.com/#/plan/observations

2. Hypotheses

Hypotheses enable you to manage and prioritize testing ideas, similar to Growth Method and other growth marketing platforms.

Build a hypothesis to describe a proposed change and the potential impact of that change on your website conversions.

For example, you assume that increasing CTA button size and changing colors attract more Signups. To test this hypothesis, you would run a campaign and set up your goals to test if your assumptions are true.

https://app.vwo.com/#/plan/hypotheses

New hypotheses are entered in a structured format, prioritization is based on the ICE framework (Impact, Confidence, and Effort). A strong point is the need to tie a hypothesis to an existing observation.

• Backlog

• Selected for Testing

• Testing

• Completed

• Archived

3. Ideas

The ideas section (branded the "Idea Factory") includes Ideas Gallery, Case Studies, and Resources and Articles. At the time of writing, there are 66 ideas filterable by industry, implementation time, and element tested.

Many of the ideas seem rather dated and lack detail, with some being a single screenshot with minimal supporting text.

VWO Chrome Extension

The main function of the VWO Chrome Extension is the ability to add observations from anywhere.

"If you notice anything interesting on your website, quickly make a note and create an observation. The observation is saved along with a screenshot of the page and can be referred to whenever required."

VWO Chrome Extension

Final Thoughts

Got questions? Ping me on LinkedIn or on Twitter.