VWO vs GrowthBook

Free tier available

From $40 per seat/month (cloud Pro, up to 30 users and 3 projects)

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.

Seat-based rather than usage-based, so cost tracks the number of people using the platform rather than your traffic — which is why it stays dramatically cheaper than the commercial platforms at scale, especially self-hosted.

Free starter plan with limited monthly tracked users.

Self-hosted open source is free with unlimited users on 1 project; the cloud Starter tier is free for up to 3 users.

Widely used

Wingify (VWO + AB Tasty) · since 2010

Widely used

GrowthBook · since 2021

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

• Warehouse-native by design — no duplicate event pipeline and no data leaving your control.
• Self-hosting removes per-user-volume pricing entirely.
• Both Bayesian and frequentist engines with sequential testing support.

• 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.

• Requires a working data warehouse and someone who can define metrics in SQL.
• Self-hosting is operational work you own.
• Less polished governance and approval tooling than LaunchDarkly.

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

Data-mature teams that already have a warehouse and want to avoid volume-based pricing.