Visual Website Optimizer: How it Compares to The Rivals

Using an A/B testing tool is one of the quickest and easiest ways to boost your website sales and leads (and they help cut your cost of customer acquisition in half!)

To help you understand the different tool options available to you, I have created a guide that compares the three leading tool choices: Visual Website Optimizer, Optimizely, and Google Content Experiments (previously known as Google Website Optimizer).

All of them have their advantages and disadvantages (particularly Google Content Experiments), so I have created a grid comparing Visual Website Optimizer with its major rivals, including pricing and functionality. I’ve included some ratings for each feature, and a total score too.

Let’s get started with the ratings and reviews!

Google Content Experiments
Cost Free. Plans start at $49 per month (10,000 visitors). Plans start at $17 per month (2,000 visitors).
Test design options 5/10 Basic wizard setup, no visual or code editor. 9/10 Advanced visual and code editor options. 9/10 Advanced visual and code editor options.
Ease to add test code 7/10 Simple, but several page tags needed. 9/10 Very simple – only single code line needed. 9/10 Very simple – only single code line needed.
Multivariate test options 0/10 None. 8/10 Many options available. 6/10 Available, but only for Gold level ($359/month).
Ability to target visitor groups (first time etc)
0/10 None. 8/10 Good targeting options, with ability to build custom ones too. 7/10 Limited pre-set target groups available, like new & repeat visits.
Conversion goals & success metrics 9/10 Very good – can use Google Analytics goals as conversion goals. 8/10 Great – good selection of goals and metrics, including revenue. 8/10 Great – good selection of goals and metrics, including revenue.
Test reporting and segmenting 7/10 Average reporting, but ability to analyze Google Analytics segments. 8/10 Good reporting, no segmenting, but includes great click-maps & heatmaps for results. 7/10 Decent reporting, but no segmenting or other unique features.
Overall comments Promising, but step back from Google Website Optimizer (new features coming soon). Great tool & includes good usability tool to gain test ideas from your visitors & testing experts. Good tool, and cheapest, but in need of extra features (apparently coming soon though).
Overall rating 5/10 Very lacking, needs key features. 9/10 Has the slight edge over Optimizely. 8/10 Cheaper option, but less features.


Visual Website Optimizer or Optimizely? 

As you can see from the ratings, they both rate quite well. But what are the main differences worth mentioning?

Visual Website Optimizer has a wider feature set (not just an A/B testing tool), and has great functionality for generating heat maps and visitor usability feedback (both essential for doing analysis to help optimize your conversion rate). This makes it very appealing to many small to medium sized businesses.

Visual Website Optimizer also often gets more publicity and attention (including from its great blog), but they actually have half as many clients as Optimizely (they say they have over 6000 clients, with Visual Optimizer claiming over 3000).

Optimizely have been quietly gradually improving their testing feature set, and slowly ‘converting’ many businesses, and now even claim to compete with Adobe Test&Target for a serious testing tool. They also have a much lower cost monthly plan which is very appealing to small businesses, however it only lets you test 2,000 visitors per month (much less than Visual Website Optimizer’s 10,000 visitors included for its basic plan).

Overall, Visual Website Optimizer has the slight edge in terms of broad functionality, but you might want to consider Optimizely if you can’t afford $49 per month.

If you want to get better results from using either of these testing tools, don’t forget to read my essential user guide for testing tool success!

Bottom Line for Google Content Experiments Users:

It’s time to start using a better testing tool! Even though it was a great idea by Google to integrate it into Google Analytics, it’s unfortunately taken one step forward but two steps back. While it offers improved conversion goal reporting, you can’t even do multivariate testing in it yet.

So unless they greatly beef it up soon (which there is already talk of), I suggest you try using either of the other tools I compared. They don’t cost much more than a free tool (monthly plans start at just $17 for Optimizely), especially when you consider how much ROI you get – increased conversion rates and website sales too!

Now over to you the readers – what is your favorite A/B testing tool, and why? Please comment below!

Like this article? Please share it online and recommend it!
Get Your Free Website Conversion Optimization Toolbox (worth $200)
Get free access to my 7 unique conversion boosting tools (checklists, calculators & more)
Also includes blog updates and we won't spam you!
  • PPC Campaign Generator

    Why would Google make a worse product than they previously had available to users?  In other words, why would they discontinue Website Optimizer and roll it into Google Analytics with fewer features making it less useful?  Can someone please address this?

  • Niels Tybjerg

    Thanks for the comparision – I agree in your thoughts about VWO and Optimizely but haven’t checked out Content Experiments yet. 

    But do you have any insight into how the different testing tools affect load speed? A few times we’ve experienced troubles in this area with Optimizely.   

  • Blair Keen

    Good post Rich. 

    Also recommend this resource to people:

    It’s a site created by the team at Conversion Rate Experts which covers pretty much every testing tool there is!

  • Blair Keen

    Good post Rich. 

    Also recommend this resource to people:

    It’s a site created by the team at Conversion Rate Experts which covers pretty much every testing tool there is!

  • Rich Page

    Good question! First of all, it wasn’t making them any money directly, and didn’t have good ties with Adwords like Analytics does to make it worthwhile. In terms of lack of features, I know this is just the first release – they just wanted to get the concept right, and will add key features soon, hopefully MVT. Keep your eyes peeled…

  • Sisse Marianne Bertelsen

    I have to say that I love Optimizely. It’s just so easy to use, and they are really helpful when you’re not good with code. (I should start charging them for all my recommendations.)

  • Tim Robinson

    Hi Rich, 

    You missed ZenTester. Super easy to use, has most of the features of the others and can be used for free too (definitely low cost ;)). 

    Regards, Tim

  • Pingback: Web Analytics Tools Not Named Google | Teach to Fish Digital

  • Hedvig

    thanks Blair for sharing this extended test, helped me to decide

  • Mark Hall

    Thanks for the comparo, Rich – nice quick synopsis for a newer CRO guy like me. Now I know which tools to explore in more detail.

  • martijn

    Hi, my name is Martijn and I work at Optimizely. Check out this article:

  • Peep Laja

    Rich, this comparison is not accurate in many aspects. Optimizely built-in segmentation rules. Its targeting options are phenomenal. Optimizely has multi-page experiments that VWO doesn’t. You don’t mention support – Optimizely has phone support in the US and Europe, cover a wide range of timezones. VWO support is only India time, over email.

    And – try comparing VWO heatmaps to any dedicated heatmap tool such as Clicktale, Crazyegg etc – numbers don’t match, at all.

  • Rich Page

    Hi Peep – thanks for your comments. At the time of initially writing this over a year ago, the targeting aspects of Optimizely weren’t very apparent or as good as they are now. I will certainly be investigating their targeting options in more depth, and clarifying that in the matrix.

    In terms of support, yes, that is very valid (even though some testers rarely use support depending on what they are testing). I will add a support section on the matrix to help readers understand those differences.

    And totally agree with your point about VWOs built-in heatmaps and visitors feedback tools, they certainly don’t compare to using more robust specific tools like you mentioned.

    I am going to be adding more sections to this comparison very soon to make it even more comprehensive and up to date. Please feel free to email me or reply with other feedback about these tools. Thanks!

  • Paras Chopra

    Hi Peep,

    Thanks for your comment. Regarding support, you’re not accurate. We’re giving 24×7 support and our support is phenomenal. I suggest you check out tweets and testimonials such as: and

    Just because we’re based out of India doesn’t mean we don’t provide support. Moreover, we do provide phone support if an issue isn’t able to get resolved over email.

    Moreover, VWO has 15 segmentation and targeting options including geo, referral, browser and many other options. Here’s the full list:

    Yes, VWO heatmap options doesn’t have all the bells and whistles that are in dedicated tools but the tight integration of heatmaps with A/B tests more than compensates for it. Moreover, VWO has options such as “consolidated heatmaps” that even dedicated tools don’t have. Consolidated heatmaps allows you to generate heatmap by aggregating clicks over multiple pages that share same layout. It’s very useful for eCommerce sites that have same layout for product pages.

  • Peep Laja

    What I meant by segmentation was analyzing test results across segments. How did the test perform for one segment or another.

    I had poor customer experience with you myself, what can be more accurate than first-hand experience? Especially with very slow response times. I complained several times and I only heard back defensive rhetoric (“other people like our support!”) like now. You can’t invalidate my own personal experience saying “no our support was good”. It was not.

    I’m glad that your support is now 24/7, that will be of great help.

  • Paras Chopra

    Yep, agreed, you can’t invalidate personal experience. You did have a poor experience but I recommend you to try once again. We’ve been constantly improving and support is a big priority for us.

« « Giveaway: Win an Express Website Optimization Service Worth $200!| The Guide to Optimizing Ads on Your Website to Make More Money (Without Annoying Your Visitors) » »