How Much Does VWO Cost in 2026?
Quick answer
VWO's Growth plan for the Testing module costs $665/month billed annually (or $798/month billed monthly) at 100,000 monthly tracked users — approximately $7,980/year. The Pro plan at the same traffic level is $1,336/month billed annually ($16,032/year). VWO does not show these figures on its public pricing page — they are only visible inside the app after you register. VWO's free Starter plan (capped at 50,000 MTU) is being discontinued: existing free users received an email notification, and new sign-ups get a 30-day trial rather than a permanent free tier.
Key takeaways
- VWO Growth costs $665/mo (annual) or $798/mo (monthly) for 100K MTU — visible in the in-app checkout after registration, not on the public pricing page.
- VWO's free Starter plan is being phased out. Existing users were notified by email; new sign-ups receive a 30-day trial with no permanent free option.
- For teams that need a self-serve A/B testing tool with transparent pricing and a permanent free tier, Mida starts at $399/month (or $299/month billed annually) with a free Sandbox plan up to 100,000 MTU.
How to Find VWO's Pricing
VWO's public pricing page does not display plan costs — it shows "Explore for Free" with a 30-day trial prompt. To see actual pricing, you need to create a free account and open the in-app subscription or upgrade screen. The pricing tiers and per-MTU costs are only shown there.
This is a deliberate friction point: VWO shifted toward an inside-sales model after Everstone Capital acquired a majority stake in early 2025. Requiring registration before showing pricing reduces direct comparison shopping.
VWO Pricing Tiers (as of May 2026 — VWO Testing module)
The following figures are taken directly from VWO's in-app checkout at 100,000 monthly tracked users (MTU), for the VWO Testing – Web module. VWO also sells Insights, Personalize, and Rollouts as separate add-on modules — these figures reflect Testing only.
VWO's in-app subscription screen, captured May 2026 at 100,000 monthly tracked users. Starter (free, up to 50K MTU only) still shows for existing users but is being discontinued. Growth and Pro pricing is visible only after creating an account.
| Plan | MTU included | Monthly (billed monthly) | Monthly (billed annually) | Annual cost |
|---|---|---|---|---|
| Starter | Up to 50K MTU only | Free | Free | Free (being discontinued) |
| Growth | 100K MTU | $798/mo | $665/mo | $7,980/year |
| Pro | 100K MTU | N/A | $1,336/mo | $16,032/year |
| Enterprise | Custom | Contact sales for pricing | ||
Pricing is for VWO Testing – Web module only, at 100K MTU, captured in May 2026. Higher MTU tiers cost more. Adding Insights, Personalize, or Rollouts modules increases the total. Verify current pricing in-app.
What the Growth vs Pro distinction means
VWO's Growth plan is positioned for small businesses and covers core A/B testing, split URL tests, and multivariate experiments. The Pro plan adds capabilities for mid-sized businesses — typically more advanced targeting, deeper integrations, and priority support. The full feature breakdown is visible inside the VWO app when comparing plans.
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VWO's Free Plan: Being Discontinued
VWO previously offered a free Starter plan capped at 50,000 monthly tracked users. That plan still appears in the in-app checkout for existing users — but VWO has sent email notifications to free users announcing it will be discontinued.
The situation as of May 2026:
- Existing free users: Still see "Starter — Free" as their active subscription, but have received email notice that the plan will end.
- New sign-ups: Get a 30-day free trial only — no permanent free tier is available to new accounts.
- Public pricing page: Shows "Explore for Free" with a 30-day trial framing — no mention of a permanent free plan.
This matters if you're evaluating VWO today: the free option you may have heard about is being phased out, not grandfathered permanently. The timeline for full discontinuation has not been publicly confirmed.
The phase-out followed two structural changes:
- Everstone Capital acquisition (2025): A Singapore-based private equity firm acquired a majority stake in Wingify (VWO's parent company). PE-backed acquisitions typically shift SaaS products toward maximizing enterprise revenue, making free tiers less financially attractive.
- VWO and AB Tasty merger (January 2026): VWO merged with AB Tasty under Everstone Capital's ownership to create a combined enterprise optimization platform. The merger accelerated the upmarket shift. Read the full analysis: VWO and AB Tasty merger explained.
What Does VWO Include at Each Level?
VWO's platform bundles multiple product categories that most tools sell separately. Its pricing includes a combination of:
- A/B testing and MVT: Client-side variant editing, URL redirect tests, and multivariate experiments.
- Heatmaps: Click maps, scroll maps, and move maps on your pages.
- Session recordings: Video replays of visitor behavior.
- Form analytics: Field-level engagement tracking on lead and checkout forms.
- Funnels and surveys: Conversion funnel reports and on-site survey tools.
- SmartCode: VWO's primary site tag for loading experiments.
For teams that genuinely use all of these capabilities, bundling reduces vendor count. For teams that only need A/B testing, paying for the full suite is expensive relative to purpose-built alternatives.
The Hidden Cost: Script Performance
VWO's pricing is not just measured in annual contract value. VWO's SmartCode has been reported to add 2–3 seconds of variation loading time and contribute to Cumulative Layout Shift (CLS), a Core Web Vitals metric that influences Google search rankings.
A slower-loading experiment tag has measurable downstream costs: worse SEO signals, lower ad Quality Scores, and higher bounce rates before variant delivery completes. These performance trade-offs are not reflected in VWO's quoted prices.
Tools with smaller script footprints — Mida's tag is 15KB compressed — deliver a measurably smaller performance impact. See the full benchmark: A/B testing tool speed test and benchmark.
When VWO's Cost Is Justified
VWO makes financial sense when your team actively uses its full research and testing suite:
- Your CRO team runs A/B tests and regularly reviews session recordings and heatmaps in the same workflow.
- You need form analytics and funnel reports natively, without stitching together separate tools.
- Your traffic volume is high enough that VWO's bundled pricing per-unit is competitive with buying individual tools separately.
- Your organization requires dedicated support, SLA guarantees, and enterprise security and compliance features.
If your team primarily needs A/B testing — and uses separate tools for session recording (Hotjar, Microsoft Clarity, FullStory) — then paying VWO's bundled enterprise price for a testing-only workflow is an expensive approach.
Free A/B Testing Tool
Run your next A/B test the right way
Visual editor, 15 KB script, GA4-native — and free forever up to 100,000 monthly visitors. No developer required.
VWO Alternatives by Price Point
| Tool | Free tier | Paid starting price | Includes heatmaps | Pricing model |
|---|---|---|---|---|
| VWO (Testing module) | 30-day trial (free plan being discontinued) | $665/mo annually at 100K MTU ($7,980/year) | Via Insights add-on | MTU-based; in-app only |
| Mida | 100,000 MTU/mo forever | $399/mo or $299/mo annually | No — A/B testing only | Self-serve MTU |
| GrowthBook | Unlimited (self-hosted) | Free (self-hosted) | No | Open source |
| Convert.com | 15-day trial | ~$699/mo | No | MTU-based |
| AB Tasty | No free plan | ~$1,000–$3,000/mo (est.) | Yes | Custom / sales |
For a deeper comparison of Mida's feature set and positioning against VWO, see the Mida vs VWO comparison page. If you're planning to migrate from VWO, the A/B testing platform migration guide covers how to export existing test configurations and rebuild active experiments step-by-step.
FAQs
Q: How much does VWO cost per month?VWO's Growth plan for the Testing module costs $665/month billed annually, or $798/month billed monthly, at 100,000 monthly tracked users. That works out to $7,980/year on an annual plan. The Pro plan at the same traffic level is $1,336/month billed annually ($16,032/year). These figures are from VWO's in-app checkout as of May 2026 — they are not shown on the public pricing page. Higher traffic tiers and add-on modules (Insights, Personalize, Rollouts) cost extra.
Q: Does VWO have a free plan?VWO had a free Starter plan capped at 50,000 monthly tracked users. As of 2026, it is being discontinued: existing free users received an email notification that the plan will end, and new sign-ups only receive a 30-day free trial — no permanent free option. For a permanently free A/B testing tool, Mida offers a Sandbox plan up to 100,000 monthly tested users with no credit card required and no expiration.
Q: Is VWO worth the price?VWO is worth the price if your team actively uses its full research suite — A/B testing, heatmaps, session recordings, and form analytics — and you need them in one contract. If you only need A/B testing, purpose-built tools like Mida deliver equivalent (or better) core testing functionality at a fraction of the cost.
Q: Why did VWO's pricing change?Everstone Capital acquired a majority stake in Wingify (VWO's parent company) in early 2025. PE-backed acquisitions typically shift SaaS products toward enterprise revenue and custom contracts, making free tiers financially unattractive. The January 2026 merger with AB Tasty further accelerated this upmarket shift. Read more: VWO and AB Tasty merger analysis.
Q: What is the cheapest VWO alternative for A/B testing?Mida is the cheapest alternative that matches VWO's core A/B testing workflow. The free Sandbox plan covers up to 100,000 monthly tested users permanently. Paid Growth plans start at $399/month month-to-month or $299/month billed annually — a fraction of VWO's estimated entry-level contract. Mida includes a visual editor, native GA4 integration, and MidaGX AI test generation. See the Mida vs VWO comparison.
Q: How does VWO's MTU pricing compare to other tools?At 100,000 monthly tracked users, VWO's Growth plan for Testing costs $665/month billed annually ($7,980/year). Mida's Growth plan at the same traffic level costs $299/month billed annually ($3,588/year) — less than half the price. The key difference: VWO's Testing module is one piece of a broader suite that includes Insights (heatmaps, session recordings), Personalize, and Rollouts — each priced separately. Mida focuses on A/B testing and personalization only, without heatmaps or session recordings.
