Billing

The free plan

Each website on the free plan gets:

• One A/B test a month per website domain. You can start a new free test from the 1st of each month. Drafts are unlimited, so you can prepare the next test in the meantime.
• One test at a time. To start another test, end the running one first.
• Up to 15,000 tested visitors per test. Only visitors who enter the test count, not everyone who visits your site.

In an agency account, every client website gets its own free test each month, and you can add as many free client websites as you need.

The free test counts per website domain, across all Varly accounts. www.example.com, example.com and shop.example.com are one domain. If someone else already started a free test on the same domain this month, in any account, the message on your test says so, and the next free test can start on the 1st. A website on the paid plan has no such limit. Local and test addresses, such as localhost, don't count.

On the free plan, Varly's snippet only measures what the test needs: who sees which version, and the goals of the test. It doesn't collect heatmaps, recordings, scroll depth or survey answers, and it sends nothing for visitors who aren't in a test.

Heatmaps, recordings, surveys, funnels, form analytics, Oran, page reviews, personalization, tests across several pages, server-side tests, Adapt to the winner, competitor research and client reports are part of the paid plan. In the menu they have a small lock. Open one to see an example of the page, with example data, and what it costs.

A short pause after unusual activity

To keep the free plan fair, Varly looks for signs that someone creates new accounts to get more free tests: many new organizations from one network within an hour, several accounts on one mailbox, or many websites added within an hour. Then new organizations, new free websites and new free tests pause for 24 hours, with the message "Too many new accounts from your network. Try again tomorrow or contact us." Your data and running tests keep working, and a person at Varly reviews it; no account is closed automatically. Agencies that add many client websites at once can ask us to mark their account as trusted.

When a test reaches 15,000 tested visitors

Varly emails the owners at 80% and at 100%. At 15,000, every visitor sees your original page again, without flicker, and the test's results so far stay readable. The site Overview and the test itself show how many tested visitors the test used.

The paid plan

€99 per website per month, or €89 a month billed yearly, excl. VAT. Every feature, with no limits on tests or tested visitors, and unlimited team members. You choose which websites are on the paid plan. See Pricing for how websites are counted.

Monthly or yearly

When you upgrade, choose Monthly or Yearly in Billing. With yearly billing:

• you pay for the whole year at once, and the price is locked for those 12 months;
• a website you add during the year is charged right away, pro rata for the rest of the year;
• a website you move back to the free plan gives a credit on your next invoice (no refunds);
• the plan renews automatically each year. Cancel any time before the renewal date; you keep every feature until the end of the year you paid for.

After three months of monthly billing, Billing shows how much you'd save with yearly billing for your websites, and the owners get one email about it. Click Switch to yearly to see the amount due now (the year, minus a credit for the unused part of the month), then confirm. Click Not now to hide it for 90 days. Every such email has a Don't send me billing offers link: one click and you don't get these emails any more (invoices and messages about your account still arrive).

Upgrade a website

1. Open your organization and click the Settings tab, or open a locked page of the website.
2. In Billing, click Upgrade next to the website (on a locked page: Upgrade with the website's name).
3. The first time, Stripe's secure checkout opens. Enter your billing address, your VAT number if you have one, and your card. After paying you come back to Varly and every feature unlocks within a few seconds.
4. Once you have a subscription, upgrading another website happens right away, with no new checkout. On monthly billing, Stripe adds the difference for the rest of the month to your next invoice. On yearly billing, Stripe invoices the rest of the year for that website right away, and the website gets every feature only once that payment succeeds; if the payment fails, nothing changes.

With more than one free website and no subscription yet, Upgrade all upgrades them in one checkout.

Only an Owner can upgrade a website or change the subscription. Others see "Ask an owner to upgrade". See Team roles.

The currency is set by the country you start the subscription from: euros in Europe, US dollars elsewhere.

Move a website back to the free plan

In Billing, click Move to the free plan next to the website. Stripe credits the difference on your next invoice. The website keeps its data; tests beyond the free plan pause.

If it's your last paid website, moving it to the free plan (or deleting it) cancels your subscription at the end of the period you paid for. Until then the website keeps every feature; after that it moves to the free plan. Upgrade a website again before that date and the subscription simply continues.

A new website you add starts on the free plan and doesn't change your invoice until you upgrade it. Deleting a paid website takes it off your subscription.

Invoices, card and VAT

Click Manage billing in Organization settings → Billing. It opens Stripe, where you can:

• download every invoice;
• change your card;
• update your billing address and VAT number.

Prices are excl. VAT. Stripe adds VAT where it applies. Businesses in the EU outside the Netherlands that enter a valid VAT number pay no Dutch VAT (reverse charge).

When a payment fails

Varly shows a message at the top of every page and Stripe tries the payment again over the next days. Everything keeps working in the meantime. Click Update payment method to change your card.

If every retry fails, your subscription is either stopped or marked unpaid:

• Unpaid: the invoice stays open and your websites are on the free plan for now. Your choice of paid websites is kept. Pay the open invoice under Manage billing, and the same websites get every feature again right away.
• Stopped: the subscription ends and your websites move to the free plan. Upgrade again to start a new subscription.

Cancel

1. Click Manage billing in Organization settings → Billing.
2. In Stripe, choose to cancel your subscription and confirm.

Your paid websites keep every feature until the end of the period you paid for. After that every website moves to the free plan:

• Your data stays. Nothing is deleted.
• One test keeps running per website, the one that has run longest. Varly pauses the other tests, and tests that need the paid plan, such as personalizations. To run a different test, end the running one and resume another.
• Paid features lock. Your heatmaps, recordings and survey answers are kept; you see them again when you upgrade the website.

You can upgrade again at any time. To delete your data instead, see Delete data.

Common problems

I upgraded, but the features are still locked. Stripe confirms the payment to Varly within seconds. Reload the page. If it is still locked after a few minutes, email support.

I don't see Billing. Only owners can manage billing. Ask an owner of your organization, or ask them to give you the Owner role.

My test shows the original to everyone. On the free plan this happens when the test reaches 15,000 tested visitors. See the count on the test and on the site Overview.

I can't start a test. On the free plan a website runs one test at a time, and each website domain starts one new free test a month, across all accounts. The message on the test says which applies, and when the next free test can start.