Easy Multivariate Testing with Visual Website Optimizer

Testing is an essential part of online strategies and Visual Website Optimizer is an ideal tool to help you get up and running with AB/Multivariate testing very quickly. I had a chance to chat with Founder, Paras Chopra to get his insight into Visual Website Optimizer.

Manoj:Give us the ‘elevator pitch’ on your technology.

Paras Chopra: Visual Website Optimizer is the world’s easiest A/B and multivariate testing tool. Meant for marketers who want to take charge of conversion rate optimization for their business, the tool eliminating involvement of IT resources by removing all HTML code and integration hassles. Using the tool, a marketer can rapidly test headlines, images, buttons, forms, styling, layout etc. to find out the best converting version of the landing page and/or website. Till now 2000+ enterprises, small businesses and agencies have used the tool to increase sales and conversion rates by as much as 90%.

Manoj:Can you please highlight some of the features which provide the most value?

Paras Chopra: There are three main features in Visual Website Optimizer that provide most value. The first one is the tagless integration where you we require a user to upload a small snippet of code into his/her website only once and after that s/he can create unlimited number of (different kinds of) tests without needing to touch code ever again. So, we don’t require the user to add separate code for separate sections of test or for different conversion goals. The single code snippet works any kind of test that a marketer might want to do. This saves a lot of time, that would have otherwise be spend in integrating every new test into the website.

The second valuable feature is the WYSIWYG editor which lets a marketer create variations using a familiar, MS-Word like interface. S/he is not required to know HTML or JavaScript while creating a test. This really speeds up the tests. So for an example, if you want to do a simple test involving button and headline change. You can select those sections in the visual test designer and then simply change the button and headline in WYSIWYG editor. That’s it and you are done. No HTML; no technical complexities. Here is a screenshot:

Clickmaps and heatmaps is another feature that our customers love. In addition to quantitative conversion rate report, in our tool you also get access to a heatmap which shows visually which parts of your page (or test variation) gets mosts clicks. Our users love this report because it complements the conversion rate data they have and it shows other opportunities on page for optimization. Here is an example:

Manoj:What is your competitive advantage over similar technology?

Paras Chopra: Our competitive advantage is the usability of the tool, our focus on marketers and the price-point for the features we offer. Ours is the first and only tool that makes A/B and multivariate testing a fun and easy job. Fun because the tagless integration allows you to always keep testing your hypothesis without worrying about implementation. So, for example, if you want to do a quick test to finding out if ‘Add to Cart’ works better than ‘Buy Now’ you can create and execute that test in less than 10 minutes. And since reports are realtime you can instantly start getting feedback on your test variations. All these minor features that promote ease-of-use add up to make Visual Website Optimizer the only “marketer-friendly” testing tool out there.

Manoj:Who is your intended target market?

Paras Chopra: Our target market is divided into three segments: a) small/medium sized businesses who do testing in house; b) marketing agencies & consultancies; and c) large enterprises. Our current customer base is a mix of these three segments. Even though our focus has been one SMBs and agencies, we are starting to see great response from enterprises as well. For example, today we have Microsoft, Rackspace, 99Designs, Threadless, AWeber, amongst other enterprise users. In all we have 2000+ users (in first 6 months of launching).

Manoj:Tell us about new features/integrations/improvements that are on your product road map

Paras Chopra: Soon we are going to launch the report segmentation and targeting feature which will allow you to segment test results by different parameters: country, traffic source, search keyword, time of day, etc. So, you will be easily analyze if one of your variations works better for a particular segment (say visitors from UK who searched for “shoes”). That variation may not be overall winner but if it works best for a particular segment, we will then allow the user to setup targeting to always show that particular variation to that particular segment. We believe the segmentation and targeting feature will take our product to the next level because marketers and analysts will have all CRO resources and tools within a single application: testing, analyzing and targeting.

For SMBs and agencies, pricing plans range from $49-$249/month. For enterprises (or other users) with large traffic requirements, we have custom plans where the price typically ranges from $500-$3000 per month.


  1. says

    VWO is good tool, and I use it alongside Google Website Optimizer but not sure if the easiest. It’s true that the most simplest tests like split url test, button test etc. can be set up almost by anybody, provided someone created a test page or the test button for you. However, once you start testing properly, i.e. stop testing your buttons and move into more complex stuff, then without a help from your developer you won’t be able to set up a thing, so this is how easy it is. This pretty much applies to all tools. Some makes the process easier than others, but at the end of the day you need a developer to develop your variation and help to set up the test (add code etc). Nearly forgot, you also need a conversion guy to decide what to test, how to approach testing, design test variations, analyse the test results and the knowledge when to stop the test.

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