VWO (Visual Website Optimizer) is an A/B testing, conversion-rate-optimization and behavioral-analytics platform made by Wingify. In September 2026 it operates as part of a newly unified Wingify suite that also includes AB Tasty, sharing a common AI layer called Wingz for hypothesis generation, variation building and results analysis. VWO remains a strong pick for mid-market and enterprise teams that need visual, no-code experimentation, though pricing is quote-based and not published.
Last updated: September 2026
What is VWO?
VWO is built by Wingify, an Indian-founded company with more than 15 years in the optimization space. Wingify’s own site states the platform has been used on over 675,000 websites by more than 40,000 customers across 190-plus countries. VWO covers the core jobs of a conversion-optimization stack: A/B and multivariate testing (VWO Testing), heatmaps and session recordings (VWO Insights), audience personalization (VWO Personalize), program and hypothesis management (VWO Plan), a customer data layer (VWO Data360), and feature-flag-style rollouts (Web Rollouts).
The biggest change to VWO in 2026 is not a feature but a corporate one. On September 16, 2026, Wingify announced that VWO and AB Tasty, a French competitor it had been merging with, united under a single Wingify brand, positioned as an Agentic Experience Optimization Platform. According to the joint announcement on PR Newswire, the combined company reports more than $100 million in revenue, over 4,000 customers worldwide, and more than 700 employees across 11 offices. Entrackr and Dealroom reported that Everstone Capital backed the deal with fresh capital. As of this review, the rebrand is uneven: VWO Insights and VWO Plan still run under the VWO name at their original vwo.com addresses, while VWO Testing, Personalize and Data360 already redirect visitors to unified Wingify pages branded Experimentation, Personalization and Data Platform. Wingify’s own communications describe the merger as a platform and brand unification rather than a shutdown of either product line, so expect the naming to keep converging over the coming months.
VWO’s AI layer: Wingz
Wingify has consolidated its AI assistants, VWO’s earlier Copilot and AB Tasty’s Evi, into a single embedded AI layer called Wingz, described in an August 6, 2026 company blog post as an agentic optimization system rather than a standalone chatbot. Because Wingz sits inside the product, Wingify says it already has access to a customer’s experiments, audiences, metrics and behavioral data, so it does not require exporting data to a separate AI tool. Wingz’s stated capabilities include drafting test hypotheses from performance data, building campaign variations from natural-language prompts, suggesting metrics and audiences, reviewing feature-rollout risk, summarizing heatmap and session-recording findings, and answering plain-language questions about campaign performance.
Key features of VWO
Visual and code-based A/B testing
VWO Testing lets marketers build page variations with a point-and-click visual editor, while developers can drop into the underlying code for more complex changes. It supports classic A/B tests, split-URL tests and multivariate testing (available from the Pro tier up), letting teams test several page elements in combination. Wingify’s site already routes VWO’s testing page to its unified Experimentation module, though the underlying feature set described here is unchanged.
Mobile app and server-side testing
Beyond the website editor, VWO supports testing inside mobile apps and server-side or headless experimentation for teams that want to control variations from their own backend rather than the browser.
Heatmaps, session recordings and funnels (VWO Insights)
VWO Insights records how visitors actually behave: click and scroll heatmaps, individual session recordings, funnel analysis to find where users drop off, and form analytics to see which fields cause abandonment. This is the behavioral-data layer that feeds hypotheses into the testing module.
Personalization (VWO Personalize)
VWO Personalize delivers different page experiences to different audience segments based on behavior, source or customer data, without needing a separate personalization vendor. On Wingify’s site this module now lives under the unified Personalization branding, though it is still commonly referred to as VWO Personalize in product materials.
Feature rollouts and flagging
Web Rollouts lets teams ship and gradually release features behind flags, and Wingz can review a rollout’s configuration and flag risk before it goes live more broadly.
Program management (VWO Plan)
VWO Plan is a workflow layer for logging hypotheses, prioritizing test ideas, and tracking a team’s experimentation roadmap and win rate over time, aimed at teams running a formal CRO program rather than one-off tests.
Customer data platform (VWO Data360)
Data360 unifies visitor and customer data from multiple sources so that targeting, personalization and reporting can draw on a single profile instead of siloed tools. Wingify has since moved this module’s page to a unified Data Platform URL, while continuing to call the product Data360 in its help documentation.
Wingz across every module
Rather than being a single chat window, Wingz is woven into each of the modules above: hypothesis drafting in Testing, segment-building in Personalize, risk review in Rollouts, and friction-pattern summaries in Insights, per Wingify’s own product description.
Benefits of using VWO
- One platform for the full CRO workflow: testing, analytics, personalization and rollouts live under one account instead of stitched-together point tools.
- Low-code visual editor: marketers can build and launch variations without waiting on engineering for every change.
- Context-aware AI: because Wingz operates inside the product, it can reference a team’s actual experiments and metrics rather than generic prompts.
- Enterprise scale and support: dedicated customer success, SSO, and multi-workspace setups are available for larger organizations.
- Now backed by a larger combined company: the merger with AB Tasty gives Wingify more R&D scale and a broader customer base to fund future development.
VWO use cases by role
- Growth and marketing teams: testing landing pages, checkout flows and onboarding screens to lift conversion rate without a full engineering sprint each time.
- E-commerce teams: running product-page and cart experiments, and using heatmaps to find where shoppers hesitate before checkout.
- Product managers: using feature flags and phased rollouts to de-risk new functionality before a full release.
- UX researchers: pairing session recordings and funnel analysis with surveys to understand qualitative friction, not just conversion numbers.
- Enterprise CRO teams: using VWO Plan to run a structured testing roadmap across multiple domains, brands or regions.
How much does VWO cost?
As of September 2026, VWO does not publish fixed dollar prices on its own pricing page. Wingify’s pricing page (vwo.com/pricing redirects to a combined wingify.com/pricing page) lists three tiers per module, Growth, Pro and Enterprise, priced by monthly tracked users (MTUs), the number of unique visitors tracked each month, plus which modules (Testing, Insights, Personalize, Data360, Web Rollouts) are included. Every tier requires contacting sales or starting a trial to get a quote; there is no self-serve checkout with a listed monthly fee.
| Plan | Pricing model | Who it’s for |
|---|---|---|
| Growth | Custom quote, based on MTUs and modules | Small teams getting started with testing, 1 workspace/domain |
| Pro | Custom quote, based on MTUs and modules | Mid-market teams needing multivariate testing, advanced targeting, phone support, and multiple workspaces/domains |
| Enterprise | Custom quote | Large organizations needing SSO, API access, a dedicated customer success manager, and 24×7 support |
Third-party procurement trackers such as Vendr and cost-comparison sites report typical contract values in the low five figures per year (roughly $7,800 to $36,000 annually depending on scale), based on actual customer purchase data rather than a published price list; treat these as directional estimates, not official VWO prices. A free trial is available directly from VWO’s site with no credit card required. Budget accordingly and get a quote based on your own traffic volume and the modules you need.
VWO pros and cons
Pros
- Full CRO suite (testing, analytics, personalization, rollouts) under one platform
- Visual, no-code editor lowers the barrier for marketers to launch tests
- Wingz AI is embedded across modules with access to a team’s own data, not a bolt-on chatbot
- Now part of a larger, better-funded company following the AB Tasty merger
- Free trial available with no credit card required
Cons
- No public pricing: every plan requires a sales conversation, which slows evaluation for small teams
- Reported real-world contracts run well into five figures annually, out of reach for very small budgets
- The AB Tasty merger and brand unification (announced September 2026) creates some uncertainty about long-term product naming and roadmap
- Multivariate testing and advanced targeting are gated behind the Pro tier and above
How to use VWO
- Start a free trial at vwo.com and connect the VWO tracking snippet to your website or app.
- Use VWO Insights to review heatmaps, session recordings and funnel drop-off before deciding what to test.
- Log a hypothesis in VWO Plan describing what you expect to change and why.
- Build a variation in the visual editor, or ask Wingz to draft a variation from a natural-language prompt.
- Set your audience targeting, traffic split and success metric, then launch the test.
- Monitor results and let Wingz summarize statistical significance and next steps.
- Roll a winning variation out fully, or use Web Rollouts to phase it in gradually.
VWO alternatives
- Optimizely: pick it if you want an enterprise-grade experimentation platform with a strong developer-first, feature-flag-centric workflow; pricing is quote-based like VWO.
- Convert (Convert.com): pick it for transparent, published pricing. Growth starts at $299/month billed annually for 100K tested users, and Pro at $420/month billed annually, both with a 15-day free trial.
- Kameleoon: pick it if personalization and predictive AI targeting matter more than raw testing volume; like VWO, pricing is quote-based.
- Crazy Egg: pick it if you mainly need heatmaps and session recordings rather than a full testing suite; plans start at $29/month (Starter) up to $599/month (Enterprise), billed annually.
- AB Tasty: now Wingify’s sister product after the 2026 merger, worth comparing directly since the two platforms are converging under shared ownership and the Wingz AI layer.
Frequently asked questions
Is VWO still a separate product from AB Tasty?
Functionally, yes, as of September 2026. VWO and AB Tasty announced on September 16, 2026 that they were uniting under a single Wingify brand and platform strategy, but VWO’s individual modules (Testing, Insights, Personalize, Plan, Data360, Web Rollouts) continue to operate under the VWO name. Expect further integration between the two product lines over time.
How much does VWO cost?
VWO does not publish fixed prices. Its pricing page presents Growth, Pro and Enterprise tiers priced by monthly tracked users and the modules selected, with quotes obtained by starting a trial or contacting sales. Third-party procurement data suggests typical annual contracts in the $7,800 to $36,000 range, but these are estimates, not official figures.
What is Wingz in VWO?
Wingz is Wingify’s embedded AI layer, unifying what used to be VWO’s Copilot and AB Tasty’s Evi assistant into one system. It drafts test hypotheses, builds variations from natural-language prompts, reviews feature-rollout risk, and summarizes analytics, working directly with a customer’s own experiment and behavioral data.
Does VWO have a free plan?
VWO offers a free trial rather than a permanent free tier, and Wingify’s site states no credit card is required to start. There is no self-serve, indefinitely free plan listed on its current pricing page.
Who owns VWO?
VWO is made by Wingify, the same company that owns AB Tasty following their September 2026 brand unification. Wingify has reported backing from investors including Everstone Capital as part of the merger, according to Entrackr and Dealroom.
Is VWO good for small businesses?
VWO can work for small businesses, but its quote-based, MTU-driven pricing and typical five-figure annual contracts (per third-party procurement data) make it a bigger commitment than flat-rate tools like Crazy Egg or Convert. Small teams with tight budgets may want to start with a published-pricing alternative and graduate to VWO as traffic and testing needs grow.
What is the difference between VWO Testing and VWO Insights?
VWO Testing is the A/B and multivariate testing module used to build and run experiments. VWO Insights is the behavioral-analytics module, heatmaps, session recordings, funnels and form analytics, used to understand visitor behavior and generate hypotheses before testing. Many customers use both together.
Verdict
VWO remains one of the more complete conversion-optimization platforms on the market in September 2026, combining testing, behavioral analytics, personalization and rollouts with an AI layer, Wingz, that has direct access to a team’s own data rather than working as a bolt-on chatbot. The September 2026 unification with AB Tasty under the Wingify brand adds scale and R&D resources, though it also introduces some near-term uncertainty about how the two product lines will eventually converge.
The main practical drawback is pricing opacity: there is no published price list, and getting an accurate cost requires a sales conversation based on your traffic volume and chosen modules. Teams with an established CRO program and enough traffic to justify a five-figure annual spend are the best fit; smaller teams may prefer a transparently priced tool like Convert or Crazy Egg until they outgrow it.
Sources
- VWO homepage
- Wingify/VWO pricing
- Wingify AI (Wingz) product page
- Meet Wingz: The AI Layer That Powers the Wingify Suite (Wingify blog)
- AB Tasty and VWO Unite Under Wingify (PR Newswire)
- Wingify’s VWO to merge with AB Tasty; Everstone to infuse fresh capital (Entrackr)
- AB Tasty and VWO merge into Wingify, a $100M-revenue optimization platform (Dealroom)
- VWO software pricing & plans (Vendr)
- VWO Testing pricing (Capterra)
- Convert.com pricing
- Crazy Egg pricing
