What is AB Tasty?
AB Tasty is a digital experience optimization platform for A/B testing, personalization and feature experimentation on websites and apps. Marketing and product teams use it to test page changes, target content to audience segments and roll out new features safely. In 2026 AB Tasty combined with VWO under the Wingify brand, and its tools are now offered as part of one unified platform. Existing AB Tasty customers can still log in through the AB Tasty login.
The combined Wingify platform covers web experimentation, real-time personalization, feature flags and server-side testing, behavior analytics such as heatmaps and session recordings, and commerce tools like semantic search and product recommendations. An agentic AI layer called Wingz AI works across the optimization loop. Pricing is sold by quote, with Core, Growth, Pro and Enterprise tiers that differ by limits and features.
AB Tasty at a glance
How does AB Tasty work?
- Install the tag or SDK
Add the JavaScript tag to your site for web tests, or integrate an SDK for server-side and feature experiments. Developer help is usually needed only for server-side work.
- Build a test or campaign
Create A/B, split URL or multivariate tests in the visual editor, or set up a personalization campaign for a segment.
- Target audiences
Choose who sees each variation using behavior, device, predictive data or emotion-based segments.
- Launch and monitor
Run the experiment with guardrail metrics and sample ratio checks on higher tiers to protect results. Mutually exclusive groups keep overlapping tests from interfering on Enterprise.
- Analyze and roll out
Review reports, combine them with heatmaps and recordings, then roll the winner out with feature flags or a deployment.
AB Tasty key features
Web experimentation
A/B, split URL and multivariate tests designed for non-technical marketers.
Personalization
Real-time adaptive personalization with predictive data, emotion-based targeting and segmentation.
Feature experimentation and rollouts
Feature flags, progressive rollouts and server-side experiments for product and engineering teams.
Wingz AI
An agentic AI layer that assists across research, testing, personalization and analysis.
Behavior analytics
Heatmaps, session recordings, funnels, on-site surveys and journey analytics. These tools help explain why a test won or lost.
Search and recommendations
Semantic search, product and content recommendations and merchandising for ecommerce.
Enterprise controls
SSO, approval workflows, mutually exclusive groups and data centers in the US, EU and India.
Why use AB Tasty?
- AB Tasty lets marketers run tests without relying heavily on developers.
- Testing, personalization and feature flags sit in one platform.
- The Wingify merger adds behavior analytics and engagement tools from VWO.
- Strong security certifications support regulated and enterprise buyers.
- Data centers in several regions help with data residency needs.
Who is AB Tasty best for?
A good fit for
- Ecommerce brands optimizing conversion and merchandising
- Mid-size and enterprise marketing teams running ongoing experiments
- Product teams that need feature flags and server-side testing
- Agencies managing optimization programs for clients
Less suited to
- Small sites with low traffic that cannot reach significant results
- Buyers who want public, self-serve pricing
- Teams that only need a single basic A/B test
AB Tasty pricing
| Pricing model | Contact sales |
|---|---|
| Free plan | No |
| Free trial | Not confirmed |
| Starting price | Contact sales |
Wingify lists Core, Growth, Pro and Enterprise tiers for each product, with prices given after a demo. Higher tiers add more workspaces and domains, advanced targeting, guardrail metrics, SSO and faster support.
Prices checked October 2026. Vendors change plans often, so confirm on the official AB Tasty pricing page before you buy.
AB Tasty pros and cons
Pros
- Visual editor suited to marketers
- Testing, personalization and feature flags in one place
- Broader toolkit after merging with VWO
- Strong enterprise security and support
Cons
- No public pricing
- Merger may mean product and account changes for existing users
- Can be more than small teams need
AB Tasty integrations and platforms
Available on
AB Tasty alternatives
See the full shortlist in Best A/B Testing Tools.
AB Tasty FAQ
What happened to AB Tasty?
AB Tasty combined with VWO, the experimentation platform from Wingify, and the two now operate under the Wingify brand. The old abtasty.com site redirects to wingify.com, which offers a unified platform covering experimentation, personalization, feature management, behavior analytics and commerce tools. AB Tasty logins remain available for existing users.
Is AB Tasty free?
No. AB Tasty, now part of Wingify, does not publish a free plan or public prices. Pricing is provided after a demo, with Core, Growth, Pro and Enterprise tiers that differ by limits such as workspaces, domains and support response times. A trial option is offered on the Wingify site, but its terms are not stated publicly.
What is AB Tasty used for?
AB Tasty is used to run A/B and multivariate tests on websites, personalize content for different visitor segments and safely roll out new features with flags. Ecommerce and digital teams use AB Tasty to improve conversion rates, test pricing or layouts and tailor experiences to customer behavior. Personalization campaigns can also target visitors based on predicted behavior.
AB Tasty vs Optimizely: what's the difference?
Both are enterprise experimentation platforms with web testing, personalization and feature flags. AB Tasty, now part of Wingify with VWO, emphasizes a marketer-friendly visual editor, emotion-based targeting, behavior analytics and commerce search. Optimizely is often linked with its broader content and commerce suite. Both sell mainly through quotes.
Is AB Tasty good for beginners?
AB Tasty is designed so non-technical marketers can launch web tests with a visual editor, which helps beginners. However, running reliable experiments still requires enough traffic and a basic grasp of statistics. Server-side and feature experiments need developer help to integrate SDKs. The added behavior analytics also help newer teams find test ideas.
Sources
This overview is based on AB Tasty's official website and documentation, checked October 2026.