AB Tasty is a client-side testing and personalization platform built for mid-size and enterprise brands, mostly in ecommerce, retail and financial services, that run tests all the time and want personalization, product recommendations and feature flags from one vendor.
It's a strong choice if you have the traffic, budget and a team (or agency) to use it fully.
One big change: in 2026 AB Tasty merged with VWO under the Wingify brand, so you now buy it through Wingify, pricing is quote-only, and the product roadmap is being folded into one platform.
We haven't used AB Tasty ourselves. This review is based on AB Tasty's public documentation, Wingify's site and public user reviews, plus tests in the LiftArchive database that AB Tasty published from its customers.
What AB Tasty does: testing, personalization and feature flags
AB Tasty covers three areas. Web Experimentation and Personalization is the core: A/B tests, split (redirect) tests, multivariate tests, multipage tests and personalizations that show set content to a chosen segment.
Feature Experimentation and Rollout is the server-side product.
Developers use SDKs to run feature toggles, gradual rollouts, server-side A/B tests and server-side personalization.
The docs also list commerce modules (recommendations, merchandising and site search) and EmotionsAI, which AB Tasty describes as segmenting visitors by "emotional need" so you can target them or break down test results by those segments.
The tests AB Tasty has published show what the platform is mostly used for: segment-targeted messages and on-page changes for large brands.
For a North American insurer, a quote reminder widget for returning abandoners raised submissions by 23.47%.
A segment-tailored pop-in for lingering visitors lifted kit submits by 55.18%, and an 'Email My Quote' pop-up for idle mobile visitors collected 340% more emails. All three were credited to AB Tasty.
The retail examples follow the same pattern. YSL Beauty moved an 'Exclusive Offers' tab first in its menu and got 10% more transactions.
Ashley Furniture moved the address step out of checkout and got 15% more conversions.
The commerce modules show up too: typo-tolerant site search at La Fée Maraboutée raised revenue per user by 11.7% in an A/B test.
Bricomarché's AI recommendations rollout (+21% homepage conversion) was a before-and-after comparison, not a controlled test, so read it as weaker evidence.
All of these were credited to AB Tasty.
AB Tasty pricing
As of November 2026, AB Tasty has no public prices.
The old abtasty.com pricing page now redirects to Wingify's pricing page, which lists Growth, Pro and Enterprise tiers for each product (web experimentation, web personalization, feature experimentation, behavior analytics, journey analytics and user feedback) but no dollar amounts.
Wingify says it offers "flexible pricing & pay-per-need plans, including special plans for agencies." To get a figure, you contact sales.
The tiers differ in limits more than features.
Higher tiers add more concurrent campaigns, advanced targeting and reporting, longer data retention and better support, with 24x7 support on Enterprise.
There is no free plan, but Wingify offers a 30-day free trial with no credit card.
For existing AB Tasty customers, Wingify says current contracts, pricing and service levels carry over unchanged after the merger.
If you want a published price to compare against, Convert's pricing page lists its Growth plan at $299 a month billed annually ($399 month to month) for 100,000 tested users a month, as of November 2026.
Editor, stats and integrations
Editors and widgets
AB Tasty has a visual editor for no-code changes, a code editor for custom JavaScript and CSS, and a library of prebuilt widgets such as banners, countdowns, pop-ins, drawers and CSAT surveys.
The widgets are why marketers can launch the insurer-style pop-ins above without a developer.
The docs also describe AI helpers under the name "Evi" that suggest test ideas, write editor content and summarize results.
Statistics
Reports use a Bayesian method that shows a confidence interval on the gain and a "chance to win."
The same doc notes that these statistical indicators only cover visitor-level metrics.
They aren't shown for revenue, average price or average quantity, so you'll need another analysis to judge revenue-per-visitor results.
AB Tasty also offers dynamic allocation, a multi-armed bandit that moves traffic toward the leading variation.
AB Tasty's own docs say to use a classic A/B test instead when you have enough traffic.
AB Tasty's docs also list sequential testing alerts and an MDE calculator (for both web and server-side tests) and mutually exclusive experiments.
Integrations
The integrations docs cover GA4, Adobe Analytics, Contentsquare, Fullstory, Heap, Mixpanel, Amplitude, Segment, Tealium, mParticle, Piano Analytics, Microsoft Clarity, HubSpot, Klaviyo and consent tools like Didomi and OneTrust.
You can also export daily data to BigQuery, Snowflake and Redshift.
Catalog connectors for Shopify and Magento feed the recommendations and search modules.
Who AB Tasty fits
A good fit: mid-size and large brands with enough traffic to run several tests a month, a marketing team that wants to launch personalizations without a developer each time, and a need for recommendations, search or feature flags from one vendor.
Most of AB Tasty's published results come from retail, beauty and insurance brands.
Not a good fit:
- Small stores and early-stage SaaS. Pricing is quote-only and aimed at larger contracts, and low-traffic sites can't reach reliable results on most tests anyway.
- Teams that want a published price. Convert lists its prices and a 15-day trial.
- Product teams that mainly need server-side feature flags. A developer-first tool may suit them better.
Public reviews point to real downsides. G2 reviewers mention a slow-loading visual editor on heavy pages, trouble with single-page apps, a learning curve for the advanced features and stats, and pricing that feels high if you don't use all the modules.
The merger adds some uncertainty too. Wingify says AB Tasty and VWO products keep running as-is while they're gradually folded into one Wingify experience, so ask sales which product you'll be on in a year.
A tool doesn't come up with good ideas on its own.
Whichever platform you pick, base tests on customer research and a clear testing process, or the tool will mostly report small, noisy results.
AB Tasty vs VWO vs Convert
AB Tasty and VWO now belong to the same company.
In January 2026, Everstone Capital announced it was combining Wingify (VWO) with AB Tasty.
On September 16, 2026, the two launched Wingify as the unified brand, saying they have more than 4,000 customers.
So choosing between AB Tasty and VWO now mostly means choosing which product line, and which team, you start on. Convert remains independent.
| AB Tasty | VWO | Convert | |
|---|---|---|---|
| Owner | Wingify (merged 2026) | Wingify | Independent |
| Pricing model | Quote only, Growth/Pro/Enterprise tiers | Quote only on the shared Wingify pricing page | Published: from $299/mo billed annually, 100K tested users/mo |
| Free trial | 30-day Wingify trial, no card | 30-day Wingify trial, no card | 15 days, no card |
| Extras | Widgets, EmotionsAI, recommendations, search, feature flags | Heatmaps, session recordings, feature flags | Focused on testing and personalization |
| Best for | Enterprise retail and finance brands that want personalization and commerce modules | Teams that want testing and behavior research in one tool | Mid-size teams that want published pricing and privacy-focused testing |
VWO comes from the same company now and has a strong behavior analytics side (heatmaps, recordings and surveys).
The VWO-credited results in our database lean toward ecommerce UX fixes, like Grene's compact horizontal product boxes on mobile (36.81% to 43.03% conversion rate) and Flos USA's CTA buttons on listing tiles (+47% orders, +86% revenue).
For a deeper comparison, see VWO vs AB Tasty and our VWO review.
Convert suits teams that want to see a price before talking to sales.
Its pricing page lists a 15-day trial with no credit card and plan prices.
It has fewer extras than AB Tasty: no recommendations engine or emotion-based segments.
Other names to shortlist are Kameleoon and Optimizely, both enterprise platforms with testing and personalization.
Our AB Tasty alternatives page covers more options, and website personalization tools compares tools built mainly for personalization.
LiftArchive may earn a commission if you sign up for VWO (through Wingify's affiliate program) or Convert through links on this page.
We have no affiliate arrangement for AB Tasty itself.