VWO Release Notes

Your checkout team ships a winner. Your search team launches a hit.
The individual test reports are glowing green, but when the quarterly review hits, you see little to no impact on your revenue.

Why? Because your “winning” updates might be silently colliding, and there’s no way to know if they are.
You are left wondering:
“Is our product roadmap ‘actually’ delivering the impact?”

Enter Holdouts.

Now you can exclude a small, intentional subset of your traffic from a series of new feature rollouts, experiments, and personalization campaigns, over weeks, months, or quarters.
This subset acts as a pure, stable baseline and represents exactly what user behavior would look like if you didn’t deploy any product changes.

How to use Holdouts?

Setting up a Holdout in VWO is seamless and fits right into your existing workflow. By associating a holdout with your feature flags, it universally works across all your feature rollouts, personalizations, and experiments.

We offer two types of Holdouts:

1. Global Holdouts: Automatically exclude your Holdout users from all new feature flags across your product to measure your entire roadmap’s impact.

2. Selective Holdouts: Manually associate specific feature flags to your Holdouts to measure the combined impact of a specific theme or initiative.

Once active, you get a definitive, dashboard-level view comparing total visitors, conversions, and primary metric values between the Holdouts and users bucketed in your campaigns overall.

How does it help your industry?

• For E-commerce & Retail:

  Imagine you launch guest checkout, revamp your recommendation algorithm, introduce an enhanced search experience, revamp the product listing page, and evolve the search experience, all in a single quarter. Individual A/B tests for each, can’t prove the cumulative bottom-line impact. By keeping a set of users that are isolated from these releases, you get scientific proof about these releases, whether they are even increasing your conversions, AOV, or revenue.

• For SaaS & Software:

  Move the conversation from “Did a specific onboarding change win?” to “Did our Q3 product roadmap actually increase user retention and Customer Lifetime Value?” You finally have the data to prove your strategy works.

• For News & Media:

  If you launch a new personalization algorithm for the news feed, a metered paywall, and start testing a new ad platform, make a few UI/UX changes, and revamp article writing style, in a single quarter. Such individual A/B tests can’t prove cumulative impact on engagement & revenue. By having the Holdout users as your original baseline, you get a clear indication of the impact of your launches.

Why is this important to you?

Justify your product investments and illustrate ROI:
Solve your leadership’s biggest struggle: “Tangibly understanding the ROI of product development.” Deliver a data-backed analysis to prove exactly how your development efforts are impacting key business goals.

Proactively detect anomalies and course-correct:
Get an early warning if your recent series of improvements is actually causing unintended harm and trending negatively. This allows your team to intervene and course-correct before long-term damage occurs.

Set a culture of true accountability:
Use Holdouts to bring transparency and align your teams towards one common vision, by tying feature launches directly to business health. You shift your team’s mindset from simply shipping features to actually driving business outcomes.

Start visualizing your true roadmap ROI today!

Holdouts are currently available for the Enterprise Plan (Early access) of VWO Feature Experimentation. Please reach out to your Customer Success Manager to get access.

To know more, head over to our Knowledge Base.

If you have any questions or feedback, we are all ears at [email protected].

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We’re excited to announce VWO Pulse, a new Voice of Customer product that helps you capture contextual feedback at the right time, from your users and automatically turn it into actionable insights.

What VWO Pulse does?

Capture feedback in the moment, across channels

Capture feedback at the point of experience and not days later via email. Pulse lets you deploy surveys inside your web app, mobile app, or via shareable links, triggered by the exact behavior or moment you care about.

Run continuous feedback programs without spamming users

Build continuous feedback loops such as NPS tracking, onboarding checks or feature adoption surveys, that run automatically without over-surveying users.

Pulse’s fatigue controls let you set frequency limits, “only once” rules, and cross-survey coordination to protect user experience and data quality.

From thousands of responses to clear patterns in minutes

With VWO’s Copilot, teams no longer have to spend hours reading through thousands of open-text responses. Pulse automatically categorizes feedback based on theme and sentiment, and provides user patterns in minutes, not hours.

Get user buy-in before you spend time on developing features

Run unmoderated concept tests to get feedback on designs or prototypes from your users, before spending time on engineering effort. This helps reduce the risk of building features users don’t want.

Close the loop from insight to experiment in one platform

By integrating with the VWO platform, teams can setup a closed-loop workflow

1. Observe and spot the friction in user experience.
2. Ask by triggering Pulse at that moment.
3. Hypothesize based on feedback themes and form ideas.
4. Test the ideas via experiments run on VWO.
5. Validate the results by sending a post-test survey.
6. Launch the variation with confidence.

Here’s what’s coming for VWO Pulse subscribers:

• Uncover hidden themes automatically with AI-powered topic extraction and categorization across all your responses.
• Get instant clarity on what users are saying via AI-generated summaries that synthesize feedback into actionable themes.
• Track metrics that matter with custom dashboards that let you visualize and monitor feedback trends your way.
• Connect feedback directly to action through integration with VWO Insights, Testing, and more.
• View user feedback in one place by consolidating support tickets, app reviews, and other feedback sources into a single view.

Get Started

Explore VWO Pulse- You’ll see the new Pulse section in your left navigation in the product tab.

If you want a walkthrough tailored to your needs, book a personalized demo anytime. You could also read this KB article that will give you a deeper understanding of Pulse.

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Note: VWO recently launched a full Go SDK for teams building Golang applications, enabling low-latency performance and native capabilities without relying on the VWO Gateway Service.

Shipping backend changes has never been about writing code alone. It is about managing risk, coordinating teams, and making sure performance never drops, especially when the code runs in business-critical paths.

For teams building in Go, those constraints are even tighter.

The VWO Go SDK enables experimentation and feature control directly within your Go application, without introducing latency, complexity, or operational overhead. It allows teams to ship more frequently while staying safe, observable, and in control.

Release management that fits real engineering teams

One of the biggest shifts we see in mature engineering organizations is the move away from tying every change to a deployment. Teams want to decouple engineering effort from product and configuration changes, so they can release continuously without putting production at risk.

With the Go SDK, feature flags and experiments become part of the runtime, not the release event. Backend teams can roll out new logic gradually, pause changes instantly if something goes wrong, or run controlled experiments on high-impact systems like pricing, search, recommendations, or subscriptions. This makes release management calmer, without slowing teams down.

Easy to integrate, easy to live with

The Go SDK is lightweight and is designed to drop into existing services without retooling.

Integration is straightforward, and once in place, the SDK stays out of the way. Teams can monitor, manage, and evolve experiments using REST APIs, IDE integrations, and clear, example-driven documentation. Whether you are running a monolith, a microservice, or an event-driven system, the Go SDK adapts to your environment rather than the other way around.

Execution support that works with your stack

Modern backend systems rarely exist in isolation. They connect to frontends, mobile apps, data pipelines, and third-party services.

The Go SDK supports OpenFeature and integrates cleanly with existing delivery pipelines. This ensures targeting logic and feature behavior remain consistent across platforms, while letting teams adopt experimentation incrementally. VWO augments what you already have; it does not replace it.

Governance without slowing development

Speed and governance do not have to be opposites.

With VWO Feature Experimentation, teams can define role-based access, approval flows, and environment-specific permissions. Production remains tightly controlled, while development and staging environments can be opened up for faster collaboration using Open Access. This allows developers to move quickly where it is safe, while leadership retains confidence where it matters most.

Performance first, always

For backend teams, performance is non-negotiable.

The Go SDK evaluates feature flags entirely in memory, using local data. There are no network calls in the request path, which means decisions happen in sub-millisecond time. Even in high-throughput services, experimentation adds no measurable latency and introduces no runtime dependency on external systems.

This makes the Go SDK safe for critical flows, from checkout and pricing to authentication and personalization.

Keeping experimentation clean over time

As teams experiment more, feature flags can pile up. Without discipline, this leads to dead code and long-term technical debt.

VWO includes specialized tools and workflow integrations that help teams identify stale or unused flags, clean them up confidently, and prevent flag sprawl from becoming a problem. Experimentation stays structured and intentional, even as it scales.

In addition to flag hygiene features built into feature workflows, VWO also offers a Tech Debt Client that helps teams take a proactive stance on managing technical clutter. This client analyzes your codebase and checks how VWO feature flags are being used, generating actionable recommendations that guide teams toward removing unused or redundant flags. By surfacing where flags aren’t referenced or are no longer serving a purpose, the Tech Debt Client reduces uncertainty around clean-up decisions and helps teams maintain a lean, intentional experimentation layer as their codebase and test portfolio scale.

Complementing cleanup tooling, the VWO MCP (Model Context Protocol) Server bridges your development environment with VWO’s feature experimentation system so developers can manage flags directly where they code, without context-switching.

It supports AI-powered IDE integrations, letting teams create, list, update, delete, and toggle feature flags in familiar tools like Cursor or VS Code, and ensures consistent control across environments. This server makes flag operations more fluid and accessible, improving workflows and reducing overhead while giving dev teams tighter command over feature release logic and lifecycle.

Developer experience

A recurring theme in modern development is context switching, or more accurately, the desire to avoid it.

VWO’s developer experience is designed so that feature experimentation lives exactly where developers already spend their time.

Feature flags inside VS Code

With the VWO VS Code extension, developers can view, toggle, and manage feature flags without leaving their editor. Flags can be enabled or disabled instantly, environments can be switched from the status bar, and SDK code snippets can be inserted automatically.

Instead of treating feature management as a separate task, it becomes part of the coding workflow.

MCP Server and AI-native workflows

As AI becomes a daily development companion, feature management needs to integrate with it naturally.

VWO’s MCP Server brings feature experimentation directly into AI-powered IDEs like Cursor and Copilot Workspace. From within the IDE, AI agents can create flags on the fly, wrap code blocks, configure experiments, suggest exposure rules, and even help monitor rollout impact.

Developers can also bootstrap SDK integrations instantly. With a single command, MCP Server configures Cursor rules, generates language-specific SDK examples, and ensures best-practice implementations from the start. Installation is intentionally simple, requiring nothing more than an npx command and VWO credentials.

Over time, MCP Server also helps teams stay clean by scanning codebases for stale or unused flags, reducing technical debt before it accumulates.

One SDK, every stack

The Go SDK is part of a broader, full-stack experimentation ecosystem. VWO supports Go alongside Ruby, NodeJS, Java, .NET, Python, and more, and works seamlessly with code generated by tools like Cursor, Windsurf, Antigravity, or Replit.

No matter where your logic runs, experimentation behaves consistently.

Why this matters

Together, the Go SDK, MCP Server, and VWO Feature Experimentation enable teams to treat experimentation as an engineering capability, not a risky add-on.

Teams ship faster without losing control, experiment deeply without hurting performance, and scale optimization without creating chaos. Feature flags become clean, intentional, and easy to manage, even in complex systems.

For Go teams building high-performance, business-critical systems, this is experimentation done right.

Get started

Get started with VWO Feature Experimentation and start shipping features with more confidence, cleaner workflows, and faster learning from day one.

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The solution: User Aliasing

We are excited to announce User Aliasing, a new feature designed to eliminate the headache of managing temporary user IDs and ensure a consistent experience for all your users.
Previously, when a user hadn’t logged in, our FE SDKs required you to generate a random temporary ID for them to ensure a consistent experience. This meant you had to persist that random ID even after the user logged in and a genuine ID was available, creating an unnecessary burden on your development team.

The solution: User Aliasing
With User Aliasing, we remove this friction. Your team can now:

• Use a random temporary ID (the aliasId) for anonymous users before they log in.
• Once the user logs in and their actual userId is available, simply call our new method to map the two IDs together.
  This simple mapping ensures that no matter which ID is used after login, the temporary one or the actual one, the user will get the exact same experiment variation decision as before.

Benefits

• Consistent Experience: Ensure a seamless and uninterrupted experience for your users as they transition from anonymous to logged-in states.
• Accurate Reporting: VWO reports will recognize the temporary ID and the permanent ID as the same user, leading to cleaner, more reliable data and metrics.
• Reduced Development Effort: No need for complex logic to manage and persist temporary IDs across sessions.

Crucial requirement- Gateway service

The Gateway Service is required to use User Aliasing. The Aliasing API (like setAlias()) depends on Gateway endpoint logic to reconcile multiple user IDs reliably.

How it works

To enable this feature, simply pass the isAliasingEnabled flag during SDK initialization:

vwoClient = await init({
  accountId: '123456',
  sdkKey: '32-alpha-numeric-sdk-key',
  gatewayService: {
    url: 'http://your-custom-gateway-url',
  },
  // Required to use Aliasing
  isAliasingEnabled: true,
});

Once the user has logged in, and their actual userId is available, call the setAlias() method to do the mapping.

vwoClient.setAlias(userContext, 'aliasId');

That’s it! User Aliasing takes care of the rest, ensuring your users are consistently bucketed and accurately reported.

Get started with user aliasing today

User Aliasing is now available in the latest Mobile and server-side SDKs. Upgrade your SDK to the latest version if you haven’t already, and start delivering consistent experiment experiences across your mobile app. Also, feel free to book a demo to understand this feature from our product experts.

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VWO Feature Experimentation already enables you to run powerful rollout, testing, and personalization campaigns using advanced segmentation. Along with that, our reporting (post-segmentation) capabilities help you slice and dice experiment results to uncover deeper insights into feature performance.
Now, we’re taking segmentation to the next level with major upgrades that bring more power, more flexibility, and significantly less engineering dependency.

1. Introducing built-in targeting attributes for client-side SDKs

We’ve added the following new attributes that are now automatically captured by our client-side SDKs and displayed in the segmentation UI:

Attribute name | Mobile/Web support
App version | Mobile
Browser version | Web
OS version | Mobile + Web
Device model | Mobile
Locale | Mobile

Earlier, these commonly used attributes had to be passed manually as custom variables, creating unnecessary engineering dependency and bloated SDK logic for standard use cases. With this update, these attributes are automatically captured by the SDK. No need to pass them manually.

2. Observed values against these new attributes are auto-inferred and can be used in reports (post-segmentation)

Values against the above listed attributes (i.e. App Version, Browser Version, OS Name/Version, etc) are now automatically inferred by the SDK and made available for analysis in your experiment reports.
For example, suppose you want to segment your experiment report by App version. In that case, you open the ‘custom segment’ module and simply select ‘App Version’ from the attribute list. The SDK automatically shows the values detected from your users (like 1.0.0, 1.0.1, 1.0.2, etc.). You select a value, apply an operator, and filter the report. That’s it.
No engineering dependency to pass this information separately like it used to be earlier.
This gives you a powerful capability to slice and dice your results to answer critical questions like:

• Are users on version A converting better than version B?
• Is a specific device manufacturer causing unexpected performance issues in my experiment?
• Does my experiment’s impact differ significantly across different geographies

3. Reuse targeting context in post-segmentation analysis

Previously, context attributes could only be used in campaign targeting, i.e., before a user becomes part of the campaign (pre-segmentation). If you wanted to use those same attributes later to filter a campaign report, they had to be passed again separately, which meant extra work for engineers.
Now, that changes.
With this enhancement, the same targeting context is now also available in reports without any additional setup. For example, if you target users in your campaign based on Age (say Age > 20), you can later filter your campaign report for individual age or ranges (say Age between 25 and 30) to understand the specific impact for each group.

Try these powerful segmentation features today

While we believe the above tutorial will be helpful, we are also leaving you with this and this KB document that will give you a deeper understanding of these features.
Want a walkthrough tailored to your needs? Book a personalized demo anytime. Or just write to us at [email protected]. We’d love to hear from you.

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A team at a large enterprise spent half a day trying to adjust a simple rule in their staging environment. Not because the change was risky, but because the person who needed to make it didn’t have the right permissions.
Three messages, two tickets, and one Slack reminder later, the update finally went through. The test that should have started in the morning began only by the evening.
Nothing was technically difficult; the process was.
This everyday slowdown is exactly what Open Access solves.
Open Access provides product and engineering teams room to move without compromising control. It replaces rigid bottlenecks and risky shortcuts with a clear operating model where speed and safety work together, not against each other.
The outcome is simple. Teams move faster, and leaders stay confident.

What is Open Access?

Open Access is an environment-level setting inside VWO Feature Experimentation that removes unnecessary permissions for low-risk spaces.
When an environment is marked as Open Access, any user on the platform can create changes and start rules there. No approvals or dependency loops.
Teams get frictionless collaboration in dev and staging, while production remains fully governed with existing permissions intact.
In practice, it enables teams to create, manage, and launch experiments without relying on central teams for every step, and without compromising production.
You can think of it as self-service experimentation with built-in guardrails.

How it works

Open Access is built on three practical layers.

Environment-by-environment flexibility

You choose which environments should be open and which should stay restricted. Development and staging often benefit from being open, while production stays protected.

Autonomy where it’s safe

Designers, PMs, engineers, analysts, and growth teams move independently in non-critical environments, making experimentation cycles faster with zero overhead.

Governance where it matters

Open Access doesn’t relax controls in production or compliance-sensitive environments. Your highest-risk areas remain fully permission-bound.

Who it is for

Open Access is built for organizations where:

• Multiple teams collaborate across several environments
• Access requests create bottlenecks
• Experimentation needs to move faster
• Production and compliance environments must stay secure
  It is designed for teams that feel caught between speed and safety:
• Product leaders who want faster learning cycles
• Platform engineers who are responsible for stability
• Security and compliance teams that need visibility
• Growth teams running frequent experiments

What teams gain

With Open Access, organizations shift from permission-heavy workflows to clean, efficient collaboration. They gain:

• Faster build-test-iterate cycles
• Immediate self-service for safe environments
• Fewer tickets and fewer blockers
• A clear separation between collaborative spaces and controlled production
• A calmer release rhythm
  It’s a practical way to accelerate experimentation without compromising structure. Teams using Open Access move away from fragile release processes and towards a cleaner, calmer way of working. Instead of choosing between velocity and safety, teams get both.

Get started

Open Access is now available inside VWO Feature Experimentation.
You can enable it from your environment settings and begin configuring permissions and approval flows.
If you would like to see how this works in your setup, your VWO account team can walk you through it.

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Experience the power of automation

Now you can just describe your experiment in plain English, and the VWO Copilot creates an entire experiment in just one click – from creating variations, and setting up metric tracking, to creating audience cohorts – VWO Copilot handles everything, so you don’t have to.

Simply prompt the VWO Copilot, where, for whom, and what to optimize:

You even have complete control.
You can edit all the AI-generated configurations as well!

With a single click, VWO Copilot configures the variation, sets up the tracking metrics, and defines the target audience automatically. It’s that simple.

Implement your goal-specific AI-generated ideas in one click:

Go from AI-generated ideas to a fully configured campaign just like that!

How is this evolving CRO, forever.

This update has eliminated the biggest bottleneck in A/B testing: The time-consuming setup process. Now, you can focus on what matters most: Driving results and scaling your optimization program.

Experience the power of automation, and achieve:

• Higher speed: No more brainstorming, no more guessing what’s the right setup, no more understanding the wide range of platform features, and no more delays. With VWO Copilot, you can spend less time on the mechanics.
• Higher efficiency: With VWO Copilot taking care of the technical setup, your team can focus on high-value tasks – analysis, insight hunting, and continuous optimization.
• Higher scalability: Less manual intervention means you can scale your experimentation efforts across more tests, boosting your overall conversion rates with minimal effort.
• Highest! Competitive edge: While everyone else is still stuck in manual processes, you’re in a league of your own. While competitors are clicking through the old, slow setup process, you’ll be optimizing sharper, better, and at lightning speed.

Curious how your brand can leverage this?

• 1. E-commerce
  • Goal: Encourage faster checkouts
  • Use case: Test adding countdown timers for faster checkout and create urgency. No more talking to your IT team, and getting stuck in long sprint cycles.
• 1. Software
  • Goal: Increase the number of leads and key CTA clicks
  • Use case: Test different messaging styles and see what works by rearranging sections on your homepage. No more manual effort to browse through what feature would help you achieve this.
• 1. Media
  • Goal: Increase E-newspaper subscriptions.
  • Use case: Create sections on your website to promote your E-newspapers and other digital subscriptions. No more wasted time configuring every detail for it.

Heads-up before you begin

You can create such campaigns using VWO Copilot in the Pro and Enterprise plans of VWO Testing – Web and VWO Rollouts – Web.

For more details, reach out to us at [email protected].

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The Hidden Costs of a Manual Deployment

Every hour spent replicating targeting rules and building personalization setups is an hour of lost conversions. Manual steps not only waste time, they open the door to costly mistakes:

• Misconfiguration risks: One small targeting error can undo your test’s gains.
• Lost momentum: Successful experiments risk being abandoned or delayed.
• Revenue leakage: Every delay slows the compounding effect of your wins.

Your experimentation process should power growth, not bottleneck it.

Instantly Activate Your Winning Variation

This is why we are thrilled to introduce the Auto-deploy feature in VWO Feature Experimentation.

This powerful new capability transforms your optimization workflow by bridging the gap between a successful test and a permanent deployment. Once your experiment reaches statistical significance and a winner is declared, VWO automatically generates and deploys a personalization rule that perfectly replicates the winning variation.

• Accelerate your time-to-impact. Eliminate the need to manually build new rules. As soon as a statistically valid winner is identified, VWO deploys it automatically to your target audience. This means you start realizing the business impact of your discovery instantly, not after you’ve found time to execute the manual setup.
• Error-free execution: The auto-generated personalization rule precisely mirrors the test’s traffic allocation and original targeting. There is no need for risky re-configuration or manual data entry. What you tested is exactly what you deploy.
• Statistically-driven automation: This isn’t just blind automation. The auto-deployment only happens when your experiment reaches statistical significance, hence ensuring every change is backed by conclusive evidence.

How Does It Work?

1. Experiment reaches statistical significance.
2. VWO creates a personalization rule identical to your winning variation’s setup.
3. The winner goes live instantly, closing the gap from test completion to deployment in seconds.

Setting up Auto-Deploy in VWO Feature Experimentation

Transform your optimization program from a series of disconnected steps into a continuous, automated engine for growth.

Activate Your Continuous Optimization Engine Today

The Auto-deploy feature is now available for VWO Feature Experimentation’s Pro and Enterprise plans.

To know further about the Auto-Deploy functionality, here’s a detailed knowledge base article.

Need a hand?

Schedule a Personalized Demo: Let our experts provide a guided tour and show you how VWO Feature Experimentation can specifically benefit your optimization strategy (Click here)

For more details, reach out to us at [email protected].

Original source Report a problem

Your A/B test is a clear winner: A new version of your e-commerce experience, combining an adjusted search algorithm with dynamic pricing, significantly lifted conversions.
That’s a huge success. But the next critical question is, what truly drove that success?
Was it the smarter search results, the new pricing logic, or was it the unique combination of both working together? Answering this question is the key to scaling your learnings across the entire product.

Is just getting a winning variation enough?

Is just getting a winning variation enough?

When a winning variation consists of several changes, understanding the contribution of each ingredient is the next level of optimization. A/B testing confirms the winning recipe, while Multivariate Testing (MVT) helps you understand if it was the pinch of salt or the dash of pepper that truly elevated the dish. However, uncovering the impact of their interaction has historically required a frustrating and inefficient process:

• Tedious manual setup for every possible combination, which is not only time-consuming but also highly prone to configuration errors.
• Simplified experiments that force you to test variables in isolation, potentially missing the most profitable combination of your features.
• A lingering uncertainty about which specific changes are driving performance, preventing you from applying these insights with confidence elsewhere.
  This friction often discourages teams from running their most ambitious and potentially most impactful tests, leaving valuable insights hidden within their results.

Pinpoint your most impactful changes with precision

Pinpoint your most impactful changes with precision

This is why we’re thrilled to introduce Multivariate Testing (MVT) in VWO Feature Experimentation.
MVT is the perfect complement to your A/B testing program. It’s designed specifically for when you need to move from identifying the winning concept to understanding the individual elements that drive its success.
With MVT, you simply define your variables and their possible values, and VWO automatically creates, serves, and tracks every possible combination for you. For example, to test two pricing models and a feature flag for a promotional banner:

Variable 1 (Pricing): $10, $20
Variable 2 (Promo Banner Flag): False, True

Combinations Pricing Promo Banner Flag
Combination 1 10 False
Combination 2 10 True
Combination 3 20 False
Combination 4 20 True

VWO automatically generates and runs the experiment across all four unique combinations, measuring the impact of each on your goals.
MVT uncovers the interaction effects between variables. You might discover that the $20 price point converts best, but only when the Promo Banner Flag is set to True. Conversely, you could find the $10 price performs better on its own.
This is the kind of deep, actionable insight that reveals the optimal user experience and unlocks maximum impact.
The Outcome?

• Significantly faster analysis with the elimination of manual overhead.
• Deeper, actionable insights that reveal the optimal user experience.
• Reduced configuration errors and enhanced testing outcomes.
• Increased confidence to make data-backed optimization decisions that truly move the needle.

How does it work?

How does it work?

With Multivariate Testing, you add a new layer of insight to your optimization program. Continue using A/B testing for bold, decisive comparisons, and deploy MVT when you need to fine-tune a complex feature and understand the subtle interactions that drive performance.

Start building your winning combination today

Start building your winning combination today

Multivariate Testing is now available for all users on the Pro and Enterprise plan of VWO Feature Experimentation.

Schedule a Personalized Demo: Let our experts provide a guided tour and show you how MVT can specifically benefit your optimization strategy – Click here.

For more details, reach out to us at [email protected].

Original source Report a problem

You’ve relentlessly tested multiple ideas; tweaked copy, changed colours, shifted element placements, and what not, just to enhance for your key metric of success. But alas, nothing has worked.

Ever wondered why? Because the path to conversions is never direct. It’s not your key element that converts users; it’s often the journey that leads to it. Users might be dropping off during checkout or abandoning sign-ups, but you don’t know exactly where or why they are losing their will to purchase.
Your report shows that your key metric is changing, but it doesn’t show you a dedicated view comparing the entire funnel’s performance in specific test variations and personalized experiences.

Well, we are exactly solving this friction for you.

Now you can track entire user funnels in your experiments and personalization campaigns

This capability lets you track and compare the entire user journey, giving you a nuanced view of user engagement at every step in specific variations of your tests, and even in your personalized experiences. This holistic view empowers you to make smarter, more impactful decisions to boost your overall funnel performance.

Comparison view of funnel performance in your test variations

How does this Funnel tracking add value to your optimization?

• Keep track of the entire user journey: Each stage of your funnel is clearly depicted, showing the number of unique conversions at each step. This allows you to visualize the flow and identify bottlenecks.
• Identify specific drop-off points: The visual tapering of the funnel immediately highlights where users are abandoning the process. This critical information guides your efforts to improve specific stages.
• Understand how specific variations/experiences perform: When analyzing a campaign, the funnel chart displays the performance of each variation/experience side-by-side, making it easy to compare and understand which flow is most effective in guiding users to conversion.
• Achieve higher optimization velocity: With immense clarity of your key user funnels, you are able to uncover hidden insights faster, leading to more hypotheses, and as a result, a higher number of experiments and personalization campaigns.

How does this help your brand?

For E-commerce brands:

• Checkout Funnels: Test different trust signals in the multi-step checkout process to see which one leads to higher purchases.

For SaaS brands:

• Request Demo Flow: For SaaS products or apps, you can understand which messaging boosts demo requests and results into higher leads and engagement.

For Media:

• Subscription Flows: Optimize the user sign-up process by testing different form tone, number of fields, or layouts and understand what increases the number of subscriptions purchased.

Simply put, it’s time to bid goodbyes to hunting metric performance individually and mapping it down to your user journeys. Instead, use funnels, and get to the nuanced insights faster, at scale.

Excited and want to know more?

You can use this funnel tracking in the Enterprise plans of VWO Testing – Web, VWO Feature Experimentation, and VWO Personalize.

Navigate to VWO Data360 and create your funnels now, to experience highly nuanced optimization!

For more details, reach out to us at [email protected].

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