Many teams invest in optimisation tools with the right intent, but struggle to turn them into consistent results. Without a clear approach, it’s easy to run tests without learning, or insights without action.

• Are you running experiments, but unsure which ones will actually move the needle?
• Is your team spending more time setting up tests than learning from the results?
• Do experiments generate reports, but not clear decisions or next steps?
• Are optimisation ideas driven by opinions rather than evidence?

If this sounds familiar, it’s usually not a tooling problem. Optimisation is a discipline and getting it right takes more than access to a platform. It requires the right setup, the right priorities, and the right partner to guide the process.

Even with a powerful platform like VWO, optimisation efforts can lose momentum without the right structure and support.

Common challenges we see include:

• Experiments launched without clear hypotheses or prioritisation
• Incomplete or misaligned integrations across the tech stack
• Results that are difficult to trust or act on
• Optimisation becoming reactive instead of continuous

As a result, teams often struggle to know which results to trust, what to prioritise next, and how to keep optimisation moving forward. That’s where Paved Digital comes in.

Paved Digital helps brands turn experimentation into a repeatable, high-impact capability, not just a series of isolated tests.

• Onboarding and setupWe work closely with your team and VWO to ensure the platform is set up correctly from day one, reducing time to value and avoiding common pitfalls.
• Tech stack and integrationsWe take the time to understand your systems, data flows, and digital architecture, implementing the right integrations so experiments are accurate, reliable, and scalable.
• Structured experimentation frameworksWe bring a hypothesis-led approach to testing, helping you prioritise experiments that align with business goals rather than running random or low-impact tests.
• Experiment execution and quality assuranceFrom test design to rollout, we ensure experiments are implemented correctly and don’t compromise performance, user experience, or data integrity.
• Turning insight into actionWe don’t stop at results. We help translate learnings into clear recommendations and next steps, so experimentation informs real decisions across design, development, and optimisation.

VWO is a connected experience optimisation platform that brings testing, personalisation, and optimisation into one place, supporting the entire audience journey from first interaction to conversion.

This connected approach keeps optimisation focused and continuous. Teams can understand user behaviour, run experiments, personalise experiences, and analyse results in one platform, without switching tools or losing context.

Within a single platform, VWO enables teams to:

• Connect behavioural insights directly to experimentation and results
• Move seamlessly from insight to experiment to decision
• Maintain a continuous optimisation loop rather than isolated tests
• Reduce context switching across tools, teams, and workflows
• Accelerate ideation, setup, and analysis with AI support through VWO Copilot

VWO Copilot adds an AI layer across the optimisation workflow, supporting teams as they plan, execute, and learn from experiments. By assisting with insight interpretation and experimentation workflows, Copilot helps teams move faster while keeping optimisation structured and evidence led.

VWO is designed to help teams experiment quickly and confidently, without introducing unnecessary complexity or technical bottlenecks. By reducing reliance on development teams for day-to-day experimentation, optimisation can move at the pace of ideas rather than release cycles.

With a performance-first approach, VWO enables teams to:

• Run experiments without compromising site speed or user experience
• Reduce dependency on developers for everyday testing and iteration
• Scale experimentation safely across pages and journeys
• Maintain momentum without introducing technical risk or overhead

As experimentation scales, this low-friction approach makes optimisation more practical and scalable, allowing teams to test more, learn faster, and improve continuously.

Feature experimentation helps teams understand who an experience works for, not just whether it works. It enables controlled rollouts and deeper analysis across real user conditions, supporting confident product and experience decisions without putting live journeys at risk.

With VWO Feature Experimentation, teams can evaluate results across app versions, devices, operating systems, and regions, while reusing targeting conditions throughout both experimentation and analysis. This keeps insights consistent and relevant, even as products evolve.

What this unlocks for teams:

• Deeper insight into how different user segments respond to experience changes
• Clear visibility into performance across environments, devices, and user states
• Safer rollouts through phased releases and guarded deployments
• More confident roadmap decisions backed by real usage data, not assumptions

Effective optimisation starts with understanding how users actually behave, not just where they drop off. VWO helps teams uncover the why behind user actions, so experiments are grounded in evidence rather than assumptions.

By combining behavioural insights with experimentation, VWO enables teams to:

• Identify friction points and user frustrations that impact conversions
• Understand how users interact with key journeys, flows, and CTAs
• Prioritise experiments based on real behaviour, not opinions
• Turn observations from heatmaps and session recordings into testable hypotheses

This behaviour-led approach helps teams move away from random testing and towards more intentional optimisation. Experiments are better informed, results are easier to interpret, and learnings translate more clearly into relevant, personalised experiences that drive engagement, conversions, and revenue.

For a limited time, VWO clients can access our 3-Month CRO Accelerator Program, available on a first-come, first-served basis.

What it includes:

• Full VWO implementation audit
• Tracking & goal configuration
• UX & conversion heuristic review
• Funnel and journey analysis
• Goal tree development
• 1-2 high-impact experiments delivered
• VWO training and personal support from VWO experts to maximise results
• Prioritisation framework establishment
• Experimentation roadmap for the next 3-6 months