Case Study: Warner Music Group achieves 3X A/B testing velocity and 5% conversion uplift with VWO

Warner Music Group Increased Its A/B Testing Velocity Using VWO

Warner Music Group faced slow, approval-dependent website optimization while working with a third‑party agency, which limited testing to just 10 experiments a year. To bring testing in‑house and scale conversion efforts, WMG partnered with VWO, using VWO’s A/B Testing and Visitor Behavior Analytics (Heatmaps and Visitor Recordings) to standardize experiments across hundreds of artist sites and speed up decision‑making.

Using VWO, WMG tripled its A/B testing velocity (from 10 to 38 tests/year) and achieved an average 5% lift in conversions across 15+ sites. Insights from VWO’s Heatmaps and Visitor Recordings drove 2.7X better conversions versus benchmarks, splash page redesigns lifted conversions ~4%, contextual CTAs raised rates from 14.0% to 18.6%, and a signup form variation moved conversions from 6.2% to 18.4% (+12 percentage points).

Warner Music Group

Brandon Gentry

Director of User Experience