What is VWO?
VWO is a conversion optimization platform that lets teams run A/B, split URL and multivariate tests, personalize websites and study visitor behavior with heatmaps, recordings and surveys. It is aimed at marketing and product teams that want to test changes without relying on developers for every experiment. A single SmartCode snippet powers web tests, while SDKs support server-side and mobile experiments.
In 2026, VWO merged with AB Tasty, and the combined company now operates as Wingify. The vwo.com site redirects to wingify.com, and existing VWO campaigns, SDKs and contracts continue while the two platforms gradually converge. The suite covers experimentation, personalization, behavior and journey analytics, user feedback and feature management, with an AI layer called Wingz AI. Existing customers keep their contracts and pricing while the dashboards move to the Wingify domain.
VWO at a glance
How does VWO work?
- Install SmartCode
Add the one-time snippet to your site, or install SDKs for server-side and mobile testing. The snippet loads tests and personalization without further developer work.
- Research visitor behavior
Use heatmaps, session recordings, journey analytics and surveys to find problems worth testing.
- Build a test
Create variations with the visual editor or code, and let the AI layer suggest hypotheses and audiences. You set goals and guardrails, and the AI works within them.
- Run and measure
Split traffic across variations and track goals until results are clear.
- Personalize or roll out
Deploy the winner, target it to segments with personalization or release it with feature flags.
VWO key features
Web experimentation
A/B, split URL and multivariate tests built with a visual editor or custom code.
Personalization
Targeted experiences using segmentation, predictive data and behavioral signals.
Behavior analytics
Heatmaps and session recordings that show how visitors interact with pages.
Journey analytics and user feedback
Track paths across pages and collect on-site survey responses.
Feature management
Feature flags, rollouts, feature experiments and mobile app testing through SDKs.
Wingz AI
An AI layer that proposes test hypotheses, builds audiences and monitors rollouts within goals you set.
Regional data centers
Data hosting options in the US, EU and India.
Why use VWO?
- VWO pairs testing with heatmaps and recordings, so research and experiments share one platform.
- The visual editor lets marketers launch tests without waiting on developers.
- Feature management covers server-side and mobile tests for product teams.
- The merger with AB Tasty brings a wider suite, including commerce and engagement tools.
- Data center choices help teams with regional data rules.
Who is VWO best for?
A good fit for
- Midsize and enterprise marketing teams running regular A/B tests
- Ecommerce brands improving product and checkout pages
- CRO agencies serving several clients
- Product teams that also want server-side and mobile experiments
Less suited to
- Small sites that want a free, self-serve testing tool
- Buyers who need published prices before talking to sales
- Teams wary of platform changes during the Wingify transition
VWO pricing
| Pricing model | Contact sales |
|---|---|
| Free plan | Not confirmed |
| Free trial | Not confirmed |
| Starting price | Pricing on request (Growth, Pro and Enterprise tiers) |
The Wingify pricing page lists Growth, Pro and Enterprise tiers for each product but shows no prices. Plans are quoted after a demo.
Prices checked October 2026. Vendors change plans often, so confirm on the official VWO pricing page before you buy.
VWO pros and cons
Pros
- Full suite of testing, personalization and behavior analytics
- Visual editor suited to marketers
- Server-side and mobile testing available
- Data centers in the US, EU and India
Cons
- No public prices on the current pricing page
- Brand and platform changes are ongoing after the merger
- The broad suite can be more than small teams need
VWO integrations and platforms
Available on
VWO alternatives
See the full shortlist in Best A/B Testing Tools.
VWO FAQ
Is VWO free?
The current Wingify pricing page for VWO products does not list a free plan or prices. It shows Growth, Pro and Enterprise tiers with demo and trial buttons. To get exact costs, you schedule a demo or start a trial and speak with the sales team. Existing VWO customers keep their current contracts and pricing during the move to Wingify.
What happened to VWO?
In 2026, VWO merged with AB Tasty, and the combined company now operates under the Wingify brand. The vwo.com site redirects to wingify.com. Existing VWO campaigns, SDKs, contracts and pricing carry over, and the two platforms are expected to converge into one Wingify experience over time. Historical data, reports, integrations and audiences remain available from the new domain.
What is VWO used for?
VWO is used to run A/B and multivariate tests on websites, personalize content for different visitors and study behavior with heatmaps, recordings and surveys. Product teams also use its feature management for server-side experiments, feature rollouts and mobile app tests. Its user feedback tools add survey responses to the picture.
VWO vs Optimizely: what's the difference?
Both offer web experimentation, personalization and feature testing. VWO includes behavior analytics such as heatmaps and recordings in its suite and is often chosen by midsize teams. Optimizely targets large enterprises and pairs experimentation with its CMS and content products. Neither publishes full pricing. After the merger, VWO also shares a parent brand with AB Tasty, another major testing platform.
Is VWO good for beginners?
VWO is fairly approachable because its visual editor lets marketers build tests without code, and its heatmaps help generate ideas. Wingz AI can also suggest hypotheses and audiences. However, it is a full enterprise-grade suite, so beginners on small budgets may find simpler tools a better start. Support teams and service levels also carried over unchanged after the merger.
Sources
This overview is based on VWO's official website and documentation, checked October 2026.