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There are a variety of tools available to assist businesses
in enhancing the user experience of their websites when it comes to website
optimization and conversion rate optimization (CRO).
One of the most popular of these tools is VWO, or Visual
Website Optimizer.
In this in-depth review, we'll look at what VWO has to offer
and whether it's a suitable fit for businesses trying to improve their websites
and enhance conversions.
What is VWO?
VWO is a cloud-based tool that allows organizations to
evaluate and optimize the user experience of their website. A/B testing,
heatmaps, session recordings, and other tools and features are available on the
platform. These tools may assist organizations in identifying sections of their
website that are producing friction or confusion for visitors, as well as
making data-driven decisions to improve the user experience.
Paras Chopra launched VWO in 2010, and it has since evolved
to become one of the most popular CRO solutions on the market. The corporation
is based in India, but it also has offices in the United States, the United
Kingdom, and the Netherlands.
Features and Tools
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VWO contains a number of features and tools to assist
businesses in optimizing the user experience of their website. Let's look more
closely at some of these qualities.
A/B Testing
VWO's A/B testing capabilities are one of its most important
features. A/B testing allows Businesses to compare the performance of two or
more versions of a webpage in terms of conversions, clicks, or other metrics.
VWO's A/B testing tool is simple to use and allows organizations to build up
tests quickly and efficiently, with no coding or technical experience required.
Users just need to build a version of their original
homepage and define a goal for the test, such as boosting clicks on a
call-to-action button, to set up an A/B test in VWO. The traffic will then be
split at random between the original page and the variant, and user behavior
will be tracked to determine which version performs better.
VWO's A/B testing tool contains a variety of statistical
statistics and insights that may assist businesses in interpreting their test
results and making educated decisions regarding the design and user experience
of their website. VWO, for example, assigns a confidence level to each test,
allowing firms to be certain that their results are statistically significant.
Heatmaps
VWO's heatmaps are another valuable tool. Heatmaps are
visual depictions of how people interact with your website, revealing which
portions of the page are most frequently clicked on and which are ignored. This
may be a useful tool for identifying sections of your website that are causing
visitors confusion or annoyance and making data-driven decisions to improve the
user experience.
Businesses may utilize VWO's heatmaps to identify where
visitors are clicking, how far down the page they scroll, and which areas are
attracting the most attention. This data may be used to increase the display of
critical content, optimize the positioning of calls to action, and more.
Session Recordings
- VWO also comes with a session recording facility, allowing organizations to record and playback user sessions on their website. This tool gives useful information about how people interact with the website and where they may be having problems.
- Experience recordings enable organizations to see a video of a user's experience on their website, revealing how they interact with the website, where they click, and where they may be having problems. This may assist organizations in identifying sections of their website that may be causing users annoyance or confusion and making data-driven decisions to improve the user experience.
Surveys
and On-Page Surveys
- VWO also contains a number of survey tools that allow businesses to collect customer feedback on their website's design, user experience, and other aspects. Surveys may be an extremely useful tool for learning about how people perceive the website and what improvements they would like to see.
- Businesses may use VWO's survey tools to generate bespoke surveys and distribute them to specified pages on their website.
- The surveys can be triggered by user activity, such as when a user spends a given length of time on a website or clicks on a specific element. This enables organizations to collect customer input at the appropriate moment and make data-driven decisions to improve the user experience.
Pricing
VWO offers a variety of pricing plans suitable for businesses of all sizes. The plans are billed per visitor to your website and contain a variety of features and capabilities.
The Growth package starts at $286 per month and includes A/B
testing, heatmaps, and session recordings, while the more advanced plans include
surveys, on-page surveys, and other features.
VWO also provides a free trial, allowing businesses to test
the platform and see if it is a suitable fit for their needs. The free trial
gives access to the majority of VWO's capabilities, with restrictions on the
number of visits and tests that may be done.
Pros and Cons
So, is VWO a suitable option for companies trying to improve
their websites and boost conversions? Let's take a deeper look at the
platform's advantages and disadvantages.
Pros:
1. User-friendly
and accessible: VWO is meant to be user-friendly and accessible, with a variety
of tools and features that are simple to use and do not require technical
expertise.
2. Comprehensive:
VWO contains a variety of tools and features to assist businesses in optimizing
the user experience of their website, ranging from A/B testing and heatmaps to
session records and surveys.
3. Versatile: VWO
is adaptable and customizable, allowing businesses to create tests and surveys
that are tailored to their specific needs and goals.
4. Affordable
price: VWO's pricing is reasonable and competitive, with plans to fit
businesses of all sizes and budgets.
5. Customer
assistance: VWO provides outstanding customer service as well as a variety of
resources and tools to assist businesses in making the most of the platform.
Cons
1. Limited
integrations: While VWO is interoperable with a variety of major platforms and
technologies, it may not be appropriate for enterprises that have highly
customized or sophisticated tech stacks.
2. Reporting
choices are restricted. While VWO delivers a variety of statistical reports and
insights, some firms may find the reporting options inadequate or insufficient.
3. Session
recording limits: VWO's session recording tool has various limitations, such as
the inability to capture user keystrokes or inputs, which may limit its utility
in particular instances.
4. Limited
customization: While VWO is very configurable, there may be certain design and
customization constraints.
Conclusion
Overall, VWO is a reliable and flexible CRO solution that
may assist firms in improving the user experience of their website and
increasing conversions. VWO is an excellent alternative for businesses trying
to optimize their website and enhance their bottom line since it offers a
variety of features and tools as well as a price structure that is suitable for
businesses of all sizes. While the platform has significant restrictions and
downsides, the benefits exceed the cons, making VWO an excellent alternative
for organizations wishing to improve the performance and user experience of
their website.
