How much does VWO cost?
VWO's price is a quote. Here's what goes into it, tier by tier and product by product.
Short answer: VWO doesn't show a price anymore. The old vwo.com/pricing page now redirects to wingify.com/pricing, which says "Wingify offers custom pricing tailored to your needs". Three things drive the number: your monthly traffic, the products you buy, and your tier (Growth, Pro or Enterprise). A 30-day trial with no credit card lets you measure that traffic before you talk money.
The figures floating around review sites and blogs come from customer screenshots and purchase databases. They contradict each other by a factor of three or four for the same tier, so we don't repeat them. Instead, this page covers what the quote measures, what each tier locks, which costs stack on top, and how to show up to the sales call with real numbers. For a public benchmark, Convert lists its price: $299 a month on annual billing.
The VWO buttons on this page are affiliate links: signing up through them may earn us a commission, at no cost to you. The ranking is editorial: a sponsored spot is always labeled on its card, and no affiliate link changes a score.
What each VWO tier unlocks
Every VWO product comes in three tiers: Growth, Pro and Enterprise. There are six products: Web Experimentation & Rollout, Web Personalization, Feature Experimentation, Behavior Analytics (heatmaps and session recordings), Journey Analytics and User Feedback. The old Testing, Insights and Personalize names are gone from the official page.
Prices are hidden, limits aren't. The limits pick your tier, and your tier drives your quote: workspaces, domains, concurrent personalization campaigns, data retention. Find the line that blocks you first.
A base layer called Wingz Core comes free with every paid product. It's not a free plan: it doesn't exist without a subscription.
All three tiers are quote-based. Limits taken from the official wingify.com/pricing page.
Growth
One team, one site, a first testing program
Entry tier for every product
- 1 workspace and 1 domain
- Unlimited web tests, but 3 concurrent personalization campaigns
- 10 feature flags, 3 environments
- Behavior data kept 1 month
- No API access on most products
Pro
Several brands or regions, a steady test cadence
First tier with API access
- 3 workspaces and 3 domains
- 5 concurrent personalization campaigns
- Unlimited feature flags
- Behavior data kept 2 months
- API at 60,000 calls a month
Enterprise
High traffic, multiple teams, fine control
Only tier with the holdback group
- 5 workspaces and 5 domains
- Unlimited personalization campaigns
- Up to 10 mutually exclusive test groups
- Behavior data kept 3 months
- 50 custom attributes in Data360
Stored-event quotas (50, 100 and 200 per active user) are labeled "representational" by Wingify: they don't affect current pricing.
Why a VWO quote grows faster than you expect
With no public price list, the surprise isn't a hidden fee. It's what you forgot to ask about. These are the six things we check on any VWO quote, all taken from Wingify's own documentation.
Every product is its own subscription
A/B testing, heatmaps and personalization are three separate products, each with its own tier. If you want to see why a variant wins, you need Behavior Analytics on top of Experimentation. Ask for a line-item quote, never a bundle total.
Features that require a second product
The Holdback Control Group (a slice of traffic that never sees a test, so you can measure cumulative lift) requires Web Experimentation Enterprise and a Web Personalization subscription. Recordings and heatmaps inside Feature Experimentation reports require Behavior Analytics. Social proof and urgency messaging is a paid add-on.
Unused quota disappears
Wingify spells it out: "Any unused quota expires at the end of your current billing cycle". A slow month doesn't bank visitors for Black Friday. Size your quota on an average month and negotiate peak headroom separately.
Two meters: MAU and MTU
Experimentation counts monthly active users (MAU). Behavior Analytics counts monthly tracked users (MTU), which can be a sampled subset of MAU. A visitor in several tests counts once per billing month. On the feature side, a user counts as soon as a flag with an active rule is evaluated for them, even if nothing changes on screen.
Growth fills up fast
One domain and one workspace: a second site, a new region or a separate staging setup pushes you to Pro. Same story for personalization, capped at three concurrent campaigns, and for the API, missing from Growth on most products.
Overage has no public rule
Wingify doesn't describe what happens when you exceed your Experimentation quota. For surveys, the fair-use policy says they may stop being served until capacity is added. Get the overage rule in writing: invoice, cutoff, or a forced tier upgrade.
- A price per product and per tier, not a total.
- The MAU volume used, and its headroom.
- A written rule for overage.
Why we show no VWO dollar figure
We only publish a price we can read on the vendor's own pricing page. VWO doesn't show one anymore. The numbers in circulation come from customer screenshots and procurement databases, and they swing three to four times apart for the same tier. Repeating them would send you into negotiation anchored on the wrong number.
So we compared what you can verify: tier limits on wingify.com/pricing, the visitor counting rules in the help center, and competitors' public prices on their own pages. Buyer reports (forums, review sites, procurement communities) helped us spot negotiation traps, never set a price.
- TierDomains, workspaces, campaigns, APIBlocking limit
- ProductsExperimentation, behavior, personalizationOne line each
- TrafficUnique monthly visitors, no rolloverMAU or MTU
The dollar benchmarks on this page are competitors' public prices from their official pages. Always check your quote with taxes included.
What your quote should include
Six common buyer profiles, with the tier and products each one actually needs. The amount stays quote-based, but you'll know what to ask for and what to push back on. Under each, a public benchmark: what a comparable setup costs at a competitor that lists its prices.
VWO is quote-only. Benchmarks: competitors' public prices, USD before tax.
First testing program
One site, under 100K visitors a month
Benchmark: Convert Growth at $3,588/yr
- One product, one domain
- Skip Behavior Analytics at first
- Measure your MAU during the trial
Store that wants the why
Test and watch where people stall
Benchmark: Convert $3,588 + Hotjar $468/yr
- Experimentation plus Behavior Analytics
- Sample MTUs to shrink the quote
- Only 1 month of retention on Growth
Multi-region brand
Three sites or three domains
Benchmark: Convert Pro at $5,040/yr
- 3 domains and 3 workspaces
- API to pipe results into your stack
- Trade a two-year term for price
Product team
Server-side tests and gradual rollouts
Benchmark: GrowthBook Pro at $40/seat/mo
- Unlimited flags from Pro
- A user counts once a flag is evaluated
- Recordings in reports: extra product
Heavy personalization
More than five campaigns at once
Benchmark: Optimizely, also quote-only
- Unlimited concurrent campaigns
- Targeting on 20 attribute lists
- Holdback needs Experimentation Enterprise
High-traffic group
Several teams, several brands
Ask for bundle and multi-year discounts
- 5 domains, 10 exclusive test groups
- 3 months of behavior retention
- Cap the renewal uplift in the contract
Benchmarks use public annual prices: Convert Growth $299/mo and Pro $420/mo, Hotjar Growth $39/mo. They say nothing about VWO's number; they give you an order of magnitude to challenge the quote.
Six ways to get a fair VWO quote
A custom quote is a negotiation. The buyers who pay least show up with their own numbers, a credible alternative and a deadline. These tips come from Wingify's documentation and from buyers in software procurement communities.
Bring measured traffic
Run the 30-day trial and see how many unique visitors actually enter your campaigns in a month. Don't let the rep estimate for you: they'll start from your total site traffic, not the pages you test. The quote is built on MAU, so hand over the right figure.
Buy only what you'll use in year one
Start with Web Experimentation. For heatmaps and recordings, Microsoft Clarity is free and often enough for the first year. Add VWO's Behavior Analytics once your tests need it tied to variants.
Put a public-price rival on the table
Convert lists $299 a month on annual billing for 100,000 visitors. GrowthBook is free self-hosted. A Convert or Optimizely quote in hand changes the tone of the call, especially at the Pro tier.
Negotiate the renewal at signing
Buyers report renewal uplifts of 7 to 10% proposed, brought down to 3 or 4% after pushback. Write that cap into the first contract and strike the auto-renewal clause, so you still have leverage a year later.
Trade term length for price
Wingify mentions bundle and multi-year discounts, without numbers. One buyer reports 35% off for a multi-year commitment. Only sign two or three years if your tests already run every month.
Time your signature
Reps carry quarterly targets, and buyers say VWO's fiscal year ends in March. Signing at quarter-end or year-end leaves more room. Contracts run a year minimum and don't step down mid-term, so all the negotiating happens up front.
- Measure your MAU during the trial, before the call.
- Get a Convert or Optimizely quote in parallel.
- Write the renewal cap into the contract.
VWO's price versus the alternatives
VWO, Optimizely and AB Tasty (now part of Wingify) sell on quotes. Convert and GrowthBook publish prices, which makes them the best yardsticks for judging a quote. Crazy Egg and Hotjar do a different job: they watch visitors, and Crazy Egg adds simple A/B tests. They don't meter the same thing either: visitors, seats or sessions.
Entry prices from official pages or our review pages, USD before tax.
VWO
Full experimentation, sold in modules
30-day trial, no card · our score 3.9/5
- Six products, three tiers each
- Monthly quota doesn't roll over
- Merged with AB Tasty under Wingify
Convert
A/B testing with a public price
$399 month-to-month · Pro $420 annual
- 100,000 visitors a month on Growth
- Overage $399 per 100K, can be switched off
- 15-day trial, no card
GrowthBook
Open source, billed per seat
Pro $40 per seat per month
- No cap on traffic or experiments
- Starter: 3 users, 1 project
- Needs engineering time
Optimizely
The enterprise heavyweight
"Get pricing tailored to your business"
- Same quote logic as VWO
- Most useful as negotiation leverage
- Big-budget territory
Crazy Egg
Heatmaps plus simple A/B tests
From $29 without tests · our score 3.6/5
- Unlimited A/B tests from Plus
- Free plan, 30-day trial
- Coarser targeting than VWO
Hotjar
Watch, don't test
$49 month-to-month · our score 4.1/5
- Free up to 200,000 sessions
- No A/B testing
- Good companion to a testing tool
AB Tasty no longer has a separate price list: it runs through the same Wingify pricing page, quote-only. For tool-by-tool detail, see our VWO alternatives.
So, is VWO worth the money?
VWO is still one of the most complete experimentation platforms, and our 3.9/5 score reflects that. The real problem isn't the price itself. It's that you only learn it on a sales call, and it grows with every product you add. Our full take is in our VWO review.
Worth it if…
You run several tests a month, across several sites or regions, and want experimentation, personalization and behavior analytics from one vendor. Pro, with three domains and the API, makes sense at that point.
Too expensive if…
You run one or two tests a quarter. Convert at $299 a month, or Crazy Egg Plus at $99 with unlimited A/B tests, cover that pace with a price you know in advance. Reviewers call VWO "a little on the expensive side" for smaller clients, and at one test a quarter the return is hard to prove.
Our advice
Run the 30-day trial on Experimentation alone, measure your MAU, then get two quotes: VWO and one rival. If you're weighing it against an analytics tool, our head-to-heads Crazy Egg vs VWO and Hotjar vs VWO settle it.
- One or two tests a quarter: Convert or Crazy Egg.
- Engineering team, tight budget: GrowthBook.
- Multi-site program: VWO Pro, negotiated.
- Enterprise: VWO Enterprise against Optimizely.
Do you make a tool in this category? Email us: hello@hackceleration.com
VWO pricing FAQ
Is VWO free?
No. The official page no longer offers a standalone free plan, only a 30-day trial. Wingz Core is "included for free with every paid Wingify Product purchase", meaning it comes bundled with a paid subscription. For free heatmaps and recordings, Microsoft Clarity is the go-to, and GrowthBook offers free self-hosted A/B testing if you have a developer.How long is the VWO free trial, and do I need a card?
30 days, no credit card: the signup form says "Free for 30 days. No credit card required." It opens most core products and settings. Use it to measure how many unique visitors actually enter your campaigns, since that's the number your quote will be built on.What's the difference between MAU and MTU at VWO?
MAU is a monthly active user; MTU is a monthly tracked user inside your campaigns. Experimentation is billed on MAU, Behavior Analytics on MTU, which can be a sampled subset of MAU. A visitor exposed to three tests counts once per month, and their repeat visits aren't counted again.What happens if I go over my visitor quota?
Wingify doesn't publish an overage rule for Experimentation, so get one written into your contract. For surveys, the fair-use policy says they may stop being served until you add capacity, and Wingify will reach out about a higher tier. The flip side: unused quota expires at the end of each cycle, nothing rolls over.Can I pay for VWO monthly?
Don't count on it. Buyers describe one-year minimum contracts with no mid-term step-downs, and the official page shows no monthly option. If you need month-to-month, Convert charges $399 a month without commitment on Growth, versus $299 on annual billing.Do VWO and AB Tasty cost the same now?
They share one pricing page: VWO and AB Tasty merged in 2026 under the Wingify brand, and vwo.com/pricing redirects to wingify.com/pricing. Both are quote-only, with the same product and tier logic. If you're an existing customer of either, ask at renewal what changes in your contract.How do I negotiate a VWO quote?
Show up with measured traffic, a competing quote and a decision date. Ask for line-item pricing per product and tier, strike auto-renewal, and cap the renewal uplift: buyers report landing at 3 to 4% instead of the 7 to 10% first proposed. A multi-year term can lower the price, but only commit if your tests already run.What's a cheaper alternative to VWO?
Convert is the most direct yardstick: $299 a month on annual billing for 100,000 visitors, price listed. GrowthBook is free self-hosted, then $40 per seat per month on Pro. Crazy Egg Plus, at $99 a month billed annually, adds unlimited A/B tests to its heatmaps, with simpler targeting.
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