Discover growth opportunities on your website or mobile app

VWO Insights is a user behavior analytics tool that helps you understand user journeys and identify conversion roadblocks using session recordings, heatmaps, surveys, form analytics, and funnels.

Zoom in on the insights that matter the most

Stay on top of your user’s experience on your website or app. The dashboard is your control center that zooms in on user struggles quickly. Find bugs, identify user friction, track campaigns, and more.

Feature-packed, so you’re never short on insights

VWO Insights supports six powerful features to help you conduct a 360-degree qualitative analysis for endless optimization ideas.

Watch exactly how users navigate through your website or app

Record and replay user sessions on your website or app to grasp how users struggle before converting or dropping off. Pinpoint struggles before conversion Be it struggle behaviors like rage clicks or drop-offs in a conversion funnel, you can filter and watch just those sessions to troubleshoot and resolve friction areas. Understand specific users & their interactions Analyze interactions of any user cohort (like technology, behavior, geography, etc.) on your app or a website, such as users who saw an A/B campaign, scrolled to a point, clicked an element, and more. Collaborate easily and analyze faster Note observations within recordings by flagging the exact moment. Share it with your team (within or outside VWO account) with comments. Save or download the recordings for quick access, and get previously searched recordings in 1-click. Respect privacy and control data collection Capture 100% user sessions or sample a subset of users. You can choose to display or hide sensitive information in your recordings. VWO hides all Personal Identifiable Info (PII) and critical presses by default.

Visualize user engagement with clicks and scrolls heatmaps

Get an easy-to-digest visual representation of clicks, taps, and scrolls made by users on your website or mobile app. In a single glance, uncover what matters to your users and whether they interact with elements or sections that matter to you. Identify content important to your users View unlimited heatmaps for web pages or app screens that are parts of your most critical funnels. Identify the importance of sections by comparing click areas. Pinpoint the correct placements of your CTAs. Gauge visibility of your targeted content See how deep users scroll on important website pages or app screens. Discover if they are reaching important sections or dropping off sooner. Prioritize content based on scrollmap insights. Analyze user interactions with dynamic content Through live website heatmaps, learn how users interact with popups, modals, or pages with dynamic URLs (e.g., pages behind a login). You can even look at engagement on historical web page elements. Access & share insights instantly Access important heatmaps in 1-click with heatmap views. Download or share heatmaps with your teams even if they don't have a VWO account. Your observations get automatically attached with heatmap screenshots for simpler collaboration. Get actionable recommendations from user behavior data with the help of AI VWO Copilot for heatmap analyzes your web page, offering actionable optimization steps based on user behavior. It also highlights the strengths and weaknesses of your pages, guiding your next steps.

Ask users for direct feedback on their preferences

Quantitive data only tells us how a user behaves, but not why. Surveys let you prompt visitors with targeted questions at the right touchpoint to get direct and objective input on their preferences. Craft your questions with AI Not sure what questions to ask? Input your objective or select from trending goals, and let AI design an optimal survey for you. Prefer a hands-on approach? Feel free to create one manually. Design surveys for all your needs Choose response types from text, checkboxes, or MCQs, among others. Customize your design and triggers to calculate Net Promoter Score, gather ratings or feedback, understand why users drop off, or simply know of their preferred product. Run surveys after critical user events Trigger surveys at any point of the user's journey upon specific user actions like views, clicks, scrolls, no. of pages visited, exit intent, video watched, or test variation seen. Analyze responses quickly with AI Let AI auto-generate concise reports for you. You can also keep tabs on users who saw, attempted, or completed a survey. View the most common responses in a word cloud and do advanced survey operations like watching sessions of unsatisfied users or exporting responses in a CSV file. Enhance your survey capabilities White-label your surveys to align with your brand and apply various design themes. Configure surveys to change questions based on specific user choices. Specific actions can also be triggered when users see, answer, or complete a survey via APIs.

Understand why users don’t fill your lead forms

You must optimize your forms to perfection to increase sign-ups or capture more leads. Form analytics shows how and where to improve your forms to reach your goals. Identify fields causing friction Analyze our in-depth form field reports, gauging which fields users ignore, refill, or drop off from. You can discover time spent on each field and how much of that is spent in filling or in activity too. Track specific users at specific time You can track forms for specific user segments or page URLs and schedule form tracking for a specific period. VWO Insights detects every form on your website automatically. Visualize performance with reports Monitor all visitors who land on the page, interact with a form, and hit submit like a conversion funnel. Get in-depth reports with a date filter to analyze spikes or drops in conversion rates over time.

Track conversions across stages of the user journey

Break down user journeys into critical steps to lead users toward your goals. Track user interactions at each step and discover how to optimize experiences for conversion success. Measure user actions that matter Track views, clicks, scrolls, taps, form submissions, purchases, and more as events or potential funnel stages. You can even track custom events specific to your business goals, like watching a video, exceeding a session duration, etc. Monitor how users progress Create step-by-step funnels by configuring user events at each stage and tracking multiple funnels simultaneously. Keep a tab on funnel conversions with reports that tell you conversion rates at each stage. Understand funnel drop-offs better VWO Insights gives you an easy way to watch session recordings and heatmaps of users who dropped off from any funnel step. Analyze why your users don't convert and optimize those friction areas.

Get insights for any user type or behavior

Do quicker research by filtering user segments the way you want. For example - you want to know why mobile users from Chicago are dropping off, how website users in the UK are responding to your A/B test etc. Slice insights based on user traits Segment users with particular attributes like the device they use, the browser or OS they operate, or their traffic source. Leverage properties like UTM, javaScript variables, cookie values, or IP addresses. Analyze users by interaction events Analyze just those users who engage with your website or app in a certain way. You can filter based on any behavioral event, whether they are rage-clicking, dropping off, spending specific durations, or experiencing crashes. Use your own data to build user segments Sync data from third-party tools (e.g. analytics, CDP, CRM, or CMS tools) in VWO. Filter insights based on synched user attributes like age, average order value, past purchases, preferred products, etc. Customize & reuse segment logic Create custom segments by combining various segments based on AND/OR conditions. You can even club multiple conditions together with brackets logic that takes care of any use case you want to try.