Sparse variational Gaussian processes (GPs) construct tractable posterior approximations to GP models. At the core of these methods is the assumption that the true posterior distribution over training function values ${\bf f}$ and inducing variables ${\bf u}$ is approximated by a variational distribution that incorporates the conditional GP prior $p({\bf f} | {\bf u})$ in its factorization. While this assumption is considered as fundamental, we show that for model training we can relax it through the use of a more general variational distribution $q({\bf f} | {\bf u})$ that depends on $N$ extra parameters, where $N$ is the number of training examples. In GP regression, we can analytically optimize the evidence lower bound over the extra parameters and express a tractable collapsed bound that is tighter than the previous bound. The new bound is also amenable to stochastic optimization and its implementation requires minor modifications to existing sparse GP code. Further, we also describe extensions to non-Gaussian likelihoods. On several datasets we demonstrate that our method can reduce bias when learning the hyperpaparameters and can lead to better predictive performance.