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How to interpret VWO reports (VIsual Website Optimizer)

How to interpret VWO reports (VIsual Website Optimizer)

Learn how your conversion tests are performing and discover insights to optimize your conversions on VWO.

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Today we’ll be exploring VWO reports

Let’s get started. Click on Campaigns on the left side of your VWO dashboard.

I’ll be going through the Sample Report of one our actual campaigns where we tested, whether social proof works better than a generic headline to increase signups and paid upgrades.

The first screen of VWO reports is a summary of your campaign’s performance.

Here I can select various goals, and see how control and variations are performing. Let’s see how the signup goal is performing on control and variation. Variation has led to an 18% drop! Not good.

I can look at the revenue timeline of my campaign, number of visitors and other related information.

The next pane gives you detailed reports from the perspective of goals or variations.

Let’s start with the variations report.

We can compare the control and variation.

VISUAL – click the compare button and select the variation. scroll down to the numerical section.

social proof has worked better for engagement with a high Chance To Beat original, its slightly better for paid upgrades but Chance to Beat Control is 50-50 so we need to run this test longer. Social is definitely not working for sign-ups or visits to pricing page with such a low CTB and a high difference in Conversion rates.

Lets check out the goals report.

This is a graphical view of how your goals are performing over time.

The goals panel on the right side lets you toggle through the various goals in your campaign.

Once you select a specific goal, you can customize your graph further. I want to see how the paid upgrades are performing.

To filter my data, I’ll click on the conversion rate % drop down menu. and select revenue per visitor.

I can see that the variation performed better than my original website for the first three days. However, for the next 7 days, our original website has been performing consistently better than the variation, and generating more revenue per visitor.

In the Numerical view, Its clear that social proof has led to 41.5% decline in my revenue per visitor. According to VWO, there’s only a 21% chance of this variation being successful. For a winning variation, we expect CTBO to be at least 95%.

Now, lets check out the Heatmap and the Clickmap reports

Heatmaps lets you visually explore where exactly people are clicking on your webpage and Clickmap lets you track how many visitors are clicking on different links of your webpage.

Under Heatmap and Clickmap, I can see the overview of both control and variations. I will open the heatmap and clickmap for my variation Social Proof.

The first row at the top lets you customize your report.

You can decide the device you want to see your Heatmap or Clickmap on. You can view your website on a Desktop, iPhone, iPad, Android or a Windows Phone device.

You can toggle through various variations and control for your campaign.

You can define the URL for which you want to see the Heatmap for.

You can increase or decrease the intensity of the visuals in your Heatmaps report.

You can also see the total number of clicks on your entire webpage and the number of these clicks that were on links.

Lets compare the heatmap for control and social proof.

Lets check out Control first. Here I can clearly see that there’s a lack of engagement with the links on the top of my webpage.

Lets see the impact of Social Proof on engagement.

I can clearly figure out that the visitors are engaging much more with the top links under the under social proof variation.

This is a quick overview on how to interpret your VWO reports.

I hope this video was helpful to you. Happy Testing!

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