As of November 2026, VWO and AB Tasty are no longer rival companies.
They merged and now sell one platform under the Wingify brand, with a single pricing page and no public prices.
Pick the VWO side if you want A/B testing plus built-in heatmaps, recordings and surveys.
Pick the AB Tasty side if you mainly need behavior-based personalization, product recommendations and site search for a larger ecommerce catalog.
We have not used either tool ourselves. This comparison is based on Wingify's public pricing page, help center and docs, plus case studies VWO and AB Tasty published that appear in our test database.
What changed: VWO and AB Tasty are now Wingify
The two companies agreed to merge in January 2026, with Everstone Capital, VWO's majority owner, backing the deal (TechCrunch).
On September 16, 2026, they launched Wingify as the shared brand.
The combined company reports 4,000+ customers and more than $100 million in revenue (press release).
For existing customers, Wingify says "current VWO and AB Tasty products keep running as-is while they're gradually folded into one Wingify experience" (Wingify blog).
The VWO app moved from app.vwo.com to app.wingify.com on June 13, 2026, and live campaigns, tracking snippets and feature flags kept working (Wingify).
So "VWO vs AB Tasty" is now a question of which strengths you need, not which vendor to trust.
Both sides are now sold by one company, with one sales team and one roadmap.
| VWO (now Wingify) | AB Tasty (now Wingify) | |
|---|---|---|
| Pricing model | Growth, Pro and Enterprise tiers per product; contact sales | Same Wingify pricing page; contact sales |
| Known for | Experimentation plus built-in behavior analytics | Behavior-based targeting, EmotionsAI, recommendations and search |
| Heatmaps and recordings | Built in (Behavior Analytics suite) | Also available via Wingify Analytics; Hotjar integration |
| Personalization | Web Personalization suite | Core strength, including emotion-based segments |
| Ecommerce extras | Form analysis, funnels | Recommendations, merchandising, semantic search |
| Best for | Mid-size stores and SaaS teams that want testing and research in one tool | Large retailers and brands that personalize at scale |
Price
As of November 2026, vwo.com/pricing and abtasty.com/pricing both redirect to wingify.com/pricing.
That page lists separate products, including Web Experimentation and Rollout, Web Personalization, Feature Experimentation, Behavior Analytics and Journey Analytics, each with Growth, Pro and Enterprise tiers.
No dollar amounts are shown; every tier leads to "Schedule a Demo."
That means you can no longer compare a VWO quote with an AB Tasty quote and play them off each other.
Expect one negotiation with one sales team. Get a quote for exactly the suites you need, since each is priced separately.
You can try the platform before you buy.
Wingify's help center says a trial account gets a 10K quota for Web Experimentation, Personalization and Feature Management, and 2K for Engage (Wingify help).
The pricing page also shows what each tier unlocks.
In Web Experimentation, Growth includes the visual and code editors, unlimited experiments and multi-armed bandits.
Multivariate and cross-domain testing, guardrail metrics and sample ratio mismatch checks start at Pro.
SSO, API access and approval workflows are Enterprise only.
Testing and personalization
Both sides cover the standard A/B testing jobs: visual editor changes, split URL tests, targeting and server-side experiments.
Where they differed was emphasis. Wingify itself describes the personalization suite as drawing "heavily on AB Tasty's strength in adaptive, behavior-based targeting, including Emotions AI" (Wingify blog).
VWO's published case studies lean toward classic page and funnel tests. A few from our database:
- VWO's own team added a "Get Started" onboarding checklist for free-trial users and reported +127% paid conversions.
- ArchiveSocial redesigned its pricing page around a "most popular" plan and saw +64.76% leads, published by VWO.
- Qualicorp removed repeated form fields from a quote form and got +19.31% completed quote requests, published by VWO.
- Flos USA trimmed its cart page to the essentials and saw +36.97% conversion, published by VWO.
AB Tasty's published results lean toward targeting and on-site merchandising:
- A North American insurer showed a segment-tailored pop-in to lingering visitors and got +55.18% kit submits, published by AB Tasty.
- The same insurer moved FAQs above the quote area and saw +140.33% application submissions.
- La Fée Maraboutée added typo-tolerant site search and reported +11.7% revenue per user.
- Bricomarché rolled out AI product recommendations and saw +21% homepage conversion.
Vendor case studies are chosen to look good, so read them as examples of what each tool is used for, not as typical results.
AB Tasty's docs describe EmotionsAI as a way to segment visitors "by emotional need" and target those segments in tests.
Its recommendations and merchandising module builds recommendation banners and sorts product lists with algorithms such as similar items and best sellers.
Wingify now groups these under its Commerce suite.
Insights: heatmaps, recordings and surveys
This was the clearest gap between the two products.
VWO built its own research layer (formerly VWO Insights), now the Wingify Analytics suite with heatmaps, session recordings, funnels and surveys (Wingify).
AB Tasty users have typically connected an outside tool: Hotjar's AB Tasty integration lets you filter heatmaps and recordings by AB Tasty campaign.
The pricing page shows how much research you get per tier of Behavior Analytics:
- Growth: click heatmaps, 100 saved recordings, 5 form analysis reports, 1-month data retention.
- Pro: scroll, hover and friction maps, historical heatmaps, 250 saved recordings, 2-month retention.
- Enterprise: mobile app heatmaps and recordings, 20 form reports, 3-month retention.
Research matters because it feeds your test ideas.
Recordings and surveys show where people get stuck, that becomes a hypothesis, and the A/B test checks it.
Our customer research guide covers that process. If you only need heatmaps and recordings, a free tool like Microsoft Clarity can cover the basics.
Support and onboarding
Support now comes from one company, and the pricing page lists it per tier.
Growth gets 24x5 support by email, chat and knowledge base with an 8-hour first response.
Pro adds phone support and a 6-hour first response.
Enterprise gets 24x7 support and a 4-hour first response (Wingify pricing).
Wingify's homepage says onboarding support and product training are included.
The pricing page covers the Wingify suites; if you are on an older AB Tasty contract, check with your account manager which support terms apply until you renew.
Expect some disruption during the merger. Wingify says engineering, data models and workflows will be merged "step by step over the coming quarters," and users need to sign in at the new domain and whitelist wingify.com in firewalls (Wingify blog).
Who should pick which
Pick the VWO side if you are a mid-size store, SaaS company or lead-gen site that wants testing and research in one login.
It fits teams that run steady page, form and funnel tests and want heatmaps and recordings next to the results.
Read our VWO review for more detail. If you sign up through our VWO links, we may earn a commission; it doesn't change the price you pay.
Pick the AB Tasty side if you are a large retailer or brand that wants personalization, recommendations and search from the same vendor as your tests. See our AB Tasty review.
Pick neither if you want transparent pricing or a vendor that isn't mid-merger.
Both sides are sold through sales calls, and the platform is changing over the next few quarters.
Low-traffic sites may also struggle to reach significance on any paid tool; see our guide to testing with low traffic.
Strong alternatives include Convert, which publishes its pricing, Kameleoon and Optimizely for enterprise programs.
We compare more options in AB Tasty alternatives, VWO vs Convert and our A/B testing tools roundup.