Configure Concept Tests in VWO

Overview

Concept tests allow you to gather early feedback on design prototypes before development begins. This feature enables you to validate ideas, such as a webpage upgrade or a button change, by sharing a prototype link with users.

By integrating directly with Figma, concept tests enable you to embed a live prototype directly into a survey. This feature helps design and product teams collect qualitative data on user preferences and usability without needing to write code or deploy changes to a live website.

For example, a design team working on a new checkout page can create two versions (Option A and Option B) in Figma. They can then use a concept test to present these options to users and ask specific questions, such as Which design do you find easier to use? or What would you change about this layout? 

This feedback loop ensures that final development efforts are focused on the most effective design.

Configure Concept Tests

Prerequisites

• A publicly accessible prototype or design link.
  You can use any design tool, for example, Figma, Adobe XD, InVision, Marvel, or even static mockups (PNG/PDF) as long as they are hosted on a link that can be viewed publicly.

Create a Concept Test

Concept tests are created using the Link Survey campaign type in VWO. Follow these steps to configure a concept test:

1. Log in to your VWO account.
2. From the left navigation menu, go to Pulse > Concept Test.
3. On the Concept Test dashboard, click Create (or Create a Concept Test, if no tests exist).
4. Since concept tests are standalone pages, the Link platform is selected by default on the next screen.
5. Click Next.

Add Questions and Design Prototype

1. On the Questions tab, add the questions you want to ask the survey audience. For more information, see Add and Configure Questions.

2. To display your design prototype, add the (public) design link directly within a question in the Insert URL or media link here. Paste your design prototype link into this field.
   

   Tip: For the best user experience, when using Figma links, configure the design prototype to Fit to screen or Fill screen and hide the Figma UI in the share settings before copying the link.

   VWO will fetch the prototype and display a preview within the builder, allowing you to see how it will appear alongside your question. If the link is incorrect, the system displays an error in the preview field.

3. Complete the rest of your question configuration (for example, response options, logic) as you would for a standard link survey.

Use the Matrix Question Type

The Matrix question type is unique to link surveys and ideal for concept tests. It allows you to ask users to rate or evaluate multiple items (rows) against a set of criteria (columns).

1. When adding questions to the concept test, select Matrix from the question type dropdown menu.
2. Enter your question (for example, Rate the following aspects of the design).
3. Define the Rows (for example, Clarity, Aesthetics, Ease of use).
4. Define the Columns (for example, Poor, Average, Good, Excellent).
5. Configure whether the question is mandatory or optional.
   

Customize the Concept Test's Appearance

You can customize the test’s appearance to align with your brand’s identity. The available options are similar to those for mobile app surveys, with additional image customization capabilities exclusive to concept tests.

For more information on customizing concept tests, see Customize the Survey Appearance (Mobile App and Link).

Add Image Customization

For concept tests, you have the option to upload a background image. This configuration allows you to personalize the survey page further.

1. Navigate to the Design section of your survey configuration.
2. Scroll down to the Image customization section.
3. Toggle on Show background image.
4. Upload your custom background image.

Configure Concept Test Delivery

Define how and when your concept test survey is delivered to respondents using advanced options. This configuration includes settings for scheduling, recurrence, and redirect links.

For more information, see Configure Survey Delivery (Advanced options).

Deploy Concept Tests

Once the concept test is configured with the design link and questions:

1. Click Start Now to generate the survey link.
2. VWO provides a unique URL for the survey in the Survey created pop-up. Use the language dropdown to choose a language.
3. Click Copy to copy the survey link for the selected language.
4. Repeat for other languages if needed.
5. Share this URL with your target audience via email, social media, messaging apps, or other communication channels.

Verify the Setup and Deployment

To verify if the concept test is configured and deployed correctly:

1. Copy the generated survey link.
2. Open the link in an incognito/private browser window.
3. Verify that the survey loads.
4. Confirm that the Figma prototype renders correctly and is interactive (if applicable).
5. Submit a test response to ensure data is captured in VWO reports.

Expected Outcome: When a respondent clicks the survey link, a new browser tab opens. The screen is split (or arranged) to show the Figma prototype on one side (usually the left) and the survey questions on the other. Users can interact with the survey questions while viewing the prototype.

Troubleshooting

FAQs

• Can I run multiple concept tests simultaneously?
  Yes. You can create multiple concept tests, each with its own prototype link and questions. Since they are distributed via standalone links, they do not interfere with each other.
   
• Does the concept test support A/B comparison directly?
  Not automatically, but you can embed multiple prototypes and use questions to gather comparative feedback. For example, Which version do you prefer?
   
• Can I hide or customize the split layout between prototype and questions?
  No. The split layout is predefined. You can adjust visual aspects using Customize Appearance, but the side-by-side structure remains consistent.
   
• How do I know if my prototype link is valid before publishing?
  The survey builder automatically displays a preview of the survey. If the preview fails, an error message will help flag an invalid prototype.

Need more help?

For further assistance or more information, contact VWO Support.