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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.

Is VWO GDPR compliant?

VWO typically loads analytics and functional trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So VWO can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads VWO, not on VWO itself.

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Consent Categories

FunctionalAnalytics

Also Known As

VWOvisual website optimizerA/B testingconversion optimizationheatmap toolsession recordingCRO toolsplit testing

Industries

Computers Electronics and Technology

Tracked Domains (2)

dev.visualwebsiteoptimizer.comAnalytics

dev.visualwebsiteoptimizer.com is an analytics domain operated by VWO, used to measure visits, sessions, and on-site behavior.

d5nxst8fruw4z.cloudfront.netAnalytics

d5nxst8fruw4z.cloudfront.net is an analytics domain operated by VWO, used to measure visits, sessions, and on-site behavior.

Cookies VWO Sets (2)

_vwo_ds

VWO data summary cookie storing high-level visitor activity. 90-day expiration.

_vis_opt_out

VWO opt-out marker preventing the visitor from being bucketed into experiments.

Frequently Asked Questions

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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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