VWO Alternatives After the AB Tasty Merger (2026)

What happened: VWO + AB Tasty = Wingify

Here's the timeline, from primary sources:

The Wingify pricing page now lists these products, each with Growth, Pro and Enterprise tiers: Web Experimentation & Rollout, Web Personalization, Feature Experimentation, Behavior Analytics, Journey Analytics and User Feedback (wingify.com/pricing). We found no free plan on that page.

Why this matters for smaller stores: without public prices, you can't estimate costs before talking to sales. Quote-only pricing usually means a sales process, annual contracts and prices that depend on negotiation. That's normal for enterprise buyers. For a shop with one marketer, it's friction.

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Should you move?

Probably not, if:

• You're under contract and happy. Wingify says contracts and pricing carry over unchanged.
• You use personalization, feature flags or server-side testing. Few cheaper tools cover all of that.
• Your team knows the tool well and has a backlog of running tests.

Consider moving if:

• Your renewal is coming and the new quote is higher than you want to pay.
• You only run client-side A/B tests on a few templates. You may be paying for a suite you don't use.
• You want public, predictable pricing you can plan around.
• You're on Shopify and mainly test themes and templates. Shopify's own Rollouts may cover it on the Grow plan.

A practical step: ask Wingify for your renewal quote early, then compare it with the public prices below.

What Wingify still does better than most alternatives

Be fair to the incumbent before you leave. From Wingify's own product list (wingify.com/pricing):

• One contract for testing, personalization and analytics. Web experimentation, web personalization, feature experimentation, behavior analytics (including session recordings), journey analytics and user feedback, each with Growth, Pro and Enterprise tiers. Most cheaper tools cover one or two of these.
• Visual and code editor from the Growth tier, plus split URL tests and, on Pro, multivariate tests.
• Feature experimentation for teams that ship changes behind flags in their own code.
• Two companies' worth of experience and support. The combined business reports 4,000+ customers (press release). For a large organization, an account team and a long track record matter.

If you use three or more of these, a cheaper single-purpose tool may cost you more in the end, because you'd need to add the other pieces.

A quick self-check

Answer these before you switch:

1. Which Wingify features did we actually use in the last 6 months?
2. How many tests did we finish, and on how many pages?
3. How many monthly visitors take part in tests (not total site visitors)?
4. Do we need anyone other than marketers to build tests (developers, server-side)?
5. Where must our data be stored?

If the answers are "only client-side tests," "a handful of tests a quarter," and "marketers build them," you're paying for capacity you don't use, and the alternatives below are worth a serious look.

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Alternatives by budget

All prices checked on each vendor's own pricing page on November 5, 2026. "Annual" means the per-month price when you pay a year up front.

Free or nearly free

• GrowthBook. Open-source experimentation platform. Cloud Starter is free for up to 3 users with unlimited experiments and traffic. Pro is $40 per seat per month (up to 30 users). A self-hosted open-source version is free (growthbook.io/pricing). Best for teams with a developer and a data warehouse.
• Shopify Rollouts (if you're on Shopify). Experiments are included on the Grow plan and higher (Shopify Help Center). Grow costs $79/month billed yearly or $105 monthly (shopify.com/pricing). It tests whole themes, checkout configurations, catalogs and discounts, not individual elements.

Under $300 a month

• Convert Growth: $299/month billed annually ($3,588/year) or $399 monthly, for 100,000 tested users a month. Overage is $399 per extra 100k (you can switch overage off). Includes split URL testing and a frequentist and Bayesian stats engine. 15-day trial without a card (convert.com/pricing).
• Shoplift (Shopify only): Core $74/month billed annually or $99 monthly, with theme and template testing; 14-day trial (shoplift.ai/pricing).
• Varly: in private beta (waitlist). Planned pricing at launch is €99 per website per month ($125 outside Europe), including research tools. More below.

$300–$600 a month

• Convert Pro: $420/month billed annually or $599 monthly, 100,000 tested users. Adds multivariate tests, multi-armed bandits and sequential testing (convert.com/pricing).
• Kameleoon PBX Starter: "starting from" $495/month, billed monthly, for 50,000 monthly tracked users and up to 10 experiments. Starter is built around prompt-based experimentation (you describe the change and AI builds it), with sequential testing, SRM detection and multiple-testing correction. A JS/CSS code editor, feature management, personalization and mobile-app testing are add-ons, not priced on the page. 30-day free trial (3 experiments) (kameleoon.com/plans).

Quote only

• Wingify (VWO + AB Tasty): not public (quote only).
• Optimizely: not public (quote only). The pricing page says you get "a personalized Optimizely quote" (optimizely.com/pricing).
• Kameleoon Enterprise, Convert Enterprise.

We don't repeat third-party price estimates for quote-only tools here, because we can't verify them.

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Comparison table

Sources: wingify.com/pricing, Optimizely Web Experimentation, convert.com/pricing, kameleoon.com/plans, growthbook.io/pricing, Shopify Help Center.

"—" means we didn't verify it on the vendor's pages, not necessarily that it's missing. Feature names differ between vendors; check the exact plan before you buy.

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Enterprise options

If you need what Wingify sells (personalization, feature flags, server-side tests, behavior analytics, an account team), the realistic alternatives are Optimizely and Kameleoon Enterprise, plus Convert Enterprise for testing-focused teams. All are quote-only.

Questions to ask each vendor:

1. What exactly counts toward the traffic limit (tested users, monthly active users, page views)?
2. What happens when we go over: overage fees, throttling, or a forced upgrade?
3. Is server-side testing in the base price?
4. Where is data stored, and can we choose the EU?
5. Can we export our full test history if we leave?

Open-source and developer options: GrowthBook

GrowthBook is the main open-source option. You can self-host it for free or use the cloud (GrowthBook pricing). It's strongest when:

• You have developers who ship features behind flags anyway.
• Your conversion data already sits in a data warehouse.
• You want to own the stats and the data.

It's weaker for a marketer who wants to change a headline without a developer. The AI visual editor is listed on Pro, not on the free Starter plan.

Ecommerce-specific options

Shopify Rollouts. Shopify's native tool, under Markets → Rollouts. Experiments compare a treatment against a control with a 50/50 split and a default end date 90 days out. Theme experiments report conversion rate, bounce rate, reached-checkout rate and add-to-cart rate; checkout experiments report checkout conversion rate (Shopify Help Center). You can't change Liquid templates in a rollout, and vintage themes aren't supported (requirements). Shopify's help pages don't describe how significance is calculated. We cover it in detail in Shopify A/B testing.

Intelligems (Shopify only). Known for price and shipping tests. "Build Your Own" plans start at $69/month at the lowest order tier; the all-modules Unlimited plan is $1,279/month billed annually. Shipping tests need Shopify Advanced or Plus; checkout tests need Plus (intelligems.io/pricing).

Shoplift (Shopify only). Theme and template tests from $74/month billed annually (shoplift.ai/pricing).

WooCommerce and Magento stores have fewer native options. See WooCommerce A/B testing and Magento A/B testing.

All-in-one options

Wingify combines testing with behavior analytics and feedback, at quote-only prices. Two lower-cost tools also combine research and testing:

• Crazy Egg includes unlimited A/B testing from its Plus plan ($99/month billed annually, 150,000 tracked pageviews), next to heatmaps, recordings and surveys (crazyegg.com/pricing).
• Varly (our tool, in private beta). Heatmaps, recordings, funnels, surveys and click to revenue (orders and leads of clickers vs. non-clickers) feed an ideas backlog with PXL, PIE or ICE scoring; ideas turn into A/B tests. Tests can be built with the visual editor (describe the change and Oran, the AI inside Varly, builds it, or edit text, links, images and styles directly), as split URL tests, or as A/B/n and multivariate tests. Variants can also use your own JavaScript and CSS, and server-side tests run in your own code (examples for Node.js, PHP and Python). You can target by device, new vs. returning visitors, traffic source, UTM, country, browser language, cookie or an element on the page, save rules as audiences, and keep tests on the same page apart. Goals include orders, page visits, clicks, custom events and key clicks such as Add to cart that Varly detects without code. Tests can start on a scheduled date. Results are Bayesian or frequentist, with a sample ratio mismatch check, a share link and a CSV export. A winner can be shown to everyone through Varly while a developer builds it in. One script, about 21 kB gzipped. Planned pricing at launch: €99 per website per month ($125 outside Europe).

When Varly is not the right choice

Be clear about what you'd give up compared with Wingify, Optimizely or Convert:

• You need it today. Varly is in private beta with a waitlist.
• You need feature flags. Varly runs server-side tests, but has no feature-flag management.
• You want revenue per visitor to decide winners. Varly's verdict compares conversion rates (for example, the share of visitors who order). Order value isn't part of the verdict.
• You test in a mobile app. Varly has no mobile SDK.
• You need personalization. Varly doesn't run permanent experiences per segment.
• You need US data residency. Varly stores data in Germany only.
• You need a long track record and many reviews. Varly is a young product.

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How to migrate tests and history

1. Don't stop running tests mid-flight. Let current tests finish in the old tool. Results from a test split across two tools can't be combined.
2. Export your test history. For each test: hypothesis, page, variants (screenshots), dates, traffic, primary metric, result, decision. Most tools let you export results to CSV; screenshots you'll need to take yourself.
3. Build a test library outside the tool. A shared sheet or doc with one row per test. You'll keep it no matter which tool you use next. Our A/B test report template has a structure you can copy.
4. Run an A/A test or dry run in the new tool. Show the same page to both groups for a week and check that the split is even. This catches setup problems before they ruin a real test.
5. Rebuild goals and integrations. Orders, add-to-cart, revenue, GA4 events. Check that the new tool counts orders the same way your shop does, or at least know the difference.
6. Remove the old snippet. Two testing scripts on one page can cause flicker and slow down your pages. Measure before and after. See our script weight study.
7. Expect different numbers. Tools count visitors differently (cookies, consent, bots). Compare trends, not absolute numbers, across the switch.

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FAQ

Is VWO still available? Yes, under the Wingify brand. Existing customers keep their contracts, and snippets keep working (Wingify).

How much does VWO cost now? Not public (quote only). The pricing page lists plans but no prices.

Does VWO still have a free plan? The Wingify pricing page we checked on November 5, 2026, does not list a free plan. Ask sales if you're on a legacy free plan.

What's the cheapest VWO alternative? GrowthBook's free plan (if you have developers) or Shopify Rollouts on the Grow plan (if you're on Shopify). For a marketer-friendly tool with public prices, Convert Growth ($299/month billed annually) is the main option with a public price.

Is AB Tasty a VWO alternative now? Not really. AB Tasty and VWO are now the same company.

What about Optimizely? A strong enterprise option, but also quote-only. If moving away from Wingify is about price, Optimizely is unlikely to be cheaper.

How do I know if I have enough traffic to test at all? Use our sample size and duration calculator. If the answer is "months," read A/B testing with low traffic first. For the full process, see A/B testing for ecommerce.

For the cost of a complete stack, see CRO tool pricing.

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Varly combines research and A/B testing in one tool with simple per-site pricing. It's in private beta. Join the waitlist. Agencies: join the agency waitlist.