VWO is a visual, easy to use A/B Testing tool. It lets people create several different versions of a website or landing page, and then test those out on live traffic. It then measures desired outcomes, checking to see which version maximises revenue or leads to the highest sign-ups. Barack Obama’s campaign used A/B testing extensively, sending out slightly creepy, but super-effective emails (sample subject lines: “It’s officially over.”, “Join me for dinner”, “Wow”) and raised more than $500 million doing so.
Why did Wingify came to us?
In 2012, the biggest problem for Wingify was that the strength of VWO as a product did not come through. Customers who signed up were thrilled with the power of the underlying web application, but there were far more who were turned off by the mystifying, technical terms, and the dated, plain appearance.
Getting the strength of VWO across
Starting off from a simplification of the brand, from “Visual Website Optimiser by Wingify” to VWO, we introduced an extremely bold purple, orange and pink colour scheme. The home page started with a clear value proposition, along with a super-simple video educating not just existing consumers of A/B Testing tools, but also potential customers who might not know about it’s benefits.
We designed a series of illustrations to help the website become lighter, friendlier and easier to understand. Strong visual cues help the user find and understand complex concepts better.
Native, in-browser video
We wanted to show off the underlying web-application without making potential customers sign up, log in and get set up. We created short screencasts showing specific features in action and let the product do the talking.
We took advantage of the nascent HTML5 Video standards to display video natively within the browser. As the snippet of code below shows, multiple video formats are required as different browsers support different video codecs, but apart from that, it does away with proprietary plugins and technologies (ugh, Flash).
Large, explicit navigation menus surfaced content that might otherwise be hidden away. VWO had a deep library of content, including detailed case studies, entire e-books and webinars — it didn’t feel right to hide that in an infrequently-accessed “Resources” section, so we brought those front-and-center with a generous drop-down menu. Similarly, several standalone tools that VWO had made for free use — an A/B Testing Duration Calculator, a Significance Calculator, a Landing Page Analyser and Ideafox, a repository of marketing and testing resources — were all given increased visibility with their own custom pages.
VWO for us epitomises the promise of technology: it allows someone without technical knowledge the ability to manipulate tools and technologies to do things that they could not have imagined doing. Here, it allows small-business owners to build better-performing websites and drive more online sales or conversions without needing to be conversant with the underlying technologies of the web.
We redesigned our entire website and VWO helped us set A/B tests to gauge the performance of the new site. We used it extensively.
— Sunit Singh, Lead Designer at Cleartrip
Part II: Redesigning the web application
Stay tuned for Part II, where we explore how we redesigned VWO’s web application. Dashboards, graphs, different ways of representing hundreds of thousands of data-points and much more!
Want to work together?
Looking to simplify a complex product and drive sales or conversions? We love simplifying complex products, and building web-based Software-as-a-Service tools. Write to: [email protected]