VWO

VWO

A/B testing and conversion optimization platform for enterprise e-commerce. VWO scripts fetch experiment configurations, inject page modifications for test variants, and track heatmaps, session recordings, and conversion events to determine winning experiences.

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Overview

VWO (Visual Website Optimizer) is an A/B testing and conversion optimization platform. It injects page modifications for test variants and tracks heatmaps, session recordings, and conversion events.

What This Script Does

  • Loads experiment configurations and applies visual changes to the page for A/B test variants
  • Sets cookies to assign visitors to test groups and maintain consistent experiences across sessions (e.g., _vis_opt_s, _vis_opt_test_cookie)
  • Records heatmap data including mouse movements, clicks, and scroll depth
  • Captures session recordings of user interactions for UX analysis
  • Tracks conversion events (purchases, form submissions, clicks) to determine test winners
  • Makes network requests to VWO servers to fetch experiments and send tracking data

Consent & Compliance

Category: Functional / Analytics

VWO combines functional testing (showing different page variants) with analytics (heatmaps, session recordings, conversion tracking). The A/B testing component modifies the user experience and sets cookies for group assignment. Session recordings capture detailed behavioral data. Under GDPR, cookies for A/B testing and detailed behavioral recording require consent.

Should You Block This Without Consent?

Conditional. A/B testing cookies and session recording both require consent under ePrivacy and GDPR. If only using server-side testing without client cookies, consent may not be needed. For the standard client-side implementation with heatmaps and session recordings, obtain consent before loading VWO.

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Consent Categories

Functional
Analytics

Also Known As

VWOvisual website optimizerA/B testingconversion optimizationheatmap toolsession recordingCRO toolsplit testing

Industries

Computers Electronics and Technology

Tracked Domains (2)

dev.visualwebsiteoptimizer.comAnalytics
d5nxst8fruw4z.cloudfront.netAnalytics

Frequently Asked Questions

Is consent needed before loading VWO on a website?

Yes. VWO sets cookies like _vis_opt_s to assign visitors to A/B test groups, and its heatmap and session recording features capture detailed behavioral data including mouse movements, clicks, and scroll patterns. Under GDPR and ePrivacy, both the testing cookies and behavioral recording require prior visitor consent.

What tracking and behavioral data does VWO collect?

VWO sets cookies for test group assignment ensuring consistent variant delivery. It records heatmap data with mouse movements, click positions, and scroll depth. Session recordings capture full interaction sequences for UX analysis. Conversion events like purchases and form submissions are tracked to determine winning test variations.

How does ConsentStack handle VWO experimentation scripts?

ConsentStack detects VWO and assigns it to the analytics category. Before consent, VWO is blocked from setting test cookies, recording heatmaps, or capturing sessions. Once analytics consent is granted, VWO loads experiment configurations and begins tracking visitor interactions for conversion optimization.

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Manage consent for VWO

ConsentStack automatically detects and manages VWO trackers so your site stays compliant with global privacy regulations.

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