Optimizely vs VWO

Quote on request

Free tier available

Enterprise annual contracts, commonly in the tens of thousands and up. Priced by traffic and modules.

Priced by monthly tracked users across modules, so buying testing plus insights raises the total substantially. The Wingify rebrand has moved pricing behind Growth/Pro/Enterprise tiers without published figures — get a quote rather than relying on an old VWO list price.

No free tier.

Free starter plan with limited monthly tracked users.

Widely used

Optimizely · since 2010

Widely used

Wingify (VWO + AB Tasty) · since 2010

• The most capable visual editor for non-technical experiment authoring.
• Deep personalisation and audience-targeting features.
• Established statistics with sequential testing, so peeking is handled correctly.

• Observation and experimentation in one place shortens the hypothesis loop.
• Visual editor is capable and marketer-friendly.
• Cheaper than Optimizely at comparable traffic.

• Expensive, with a suite-oriented sales motion that pushes adjacent products.
• Client-side testing causes flicker and is increasingly blocked by browsers and blockers.
• Heavyweight for teams that only need a handful of experiments.

• Module-based pricing means the useful configuration costs much more than the headline.
• Client-side flicker on complex single-page applications.
• Server-side capability lags the flag-first platforms.

Large marketing organisations running continuous experimentation on high-traffic sites.

Conversion-optimisation teams that want testing and behavioural insight from one vendor.