Visit Website See Pricing
VWO

VWO

The comprehensive platform for digital experience optimization.

#2 dans A/B Testing
2 min read · Updated 11/17/2025
VWO homepage screenshot

At a glance

Quick overview for VWO: rating, pricing summary, key features, and highlights.

Ciroapp review

3.8
Robust Experimentation Platform with Excellent Support

We find VWO delivers a powerful, connected platform that supports large-scale conversion rate optimization, backed by highly engaged customer success teams. Overall, while the feature set is strong and scalable, we noted significant customer concerns regarding data reliability, poor UI/UX, and intrusive sales methods that require careful consideration.

Pros

  • Pro:Comprehensive suite includes A/B testing, heatmaps, and session recordings.
  • Pro:Dedicated Customer Success Managers are highly responsive and offer proactive testing suggestions.
  • Pro:Allows UX teams to run A/B tests quickly with minimal technical or developer dependency.
  • Pro:Offers advanced personalization and AI-driven optimization features (VWO Copilot).

Cons

  • Con:Tracking errors reported, leading to unreliable A/B test data results that require manual verification.
  • Con:Intrusive sales tactics target users immediately after only visiting the pricing page (via cookies).
  • Con:Account cancellation process is reported to be difficult, frustrating, and manipulative.
  • Con:Critical data results can be paywalled, requiring upgrades to higher-tiered plans (bait and switch).
Range: $0–Custom/monthFree plan, Yearly subscription, Usage-based pricing
This section is a summary. Detailed sections about features, use cases, pricing, and reviews follow below.
Visit WebsiteSee Pricing
Read full review

VWO review, pricing, features, pros & cons

It's tough when your customers keep evolving every day. You need to decode their changing behaviors to keep pace. VWO handles this challenge.

It is an end-to-end platform that helps you analyze, optimize, and personalize experiences across your entire digital journey. Now, you can easily boost conversions across your apps and websites! ✨

What is VWO?

VWO is a comprehensive experimentation platform built for maximizing digital conversions. It helps thousands of businesses globally understand evolving user behavior through qualitative analytics. You can easily transform these insights into testable hypotheses and run robust A/B tests.

This allows you to deliver tailored experiences across your websites, mobile apps, and product features. The platform is designed to unite your optimization program, supporting diverse teams like Engineers, Growth Marketers, and Product Managers. ✅

VWO Key Features

✨ Comprehensive Optimization Across the Digital Journey

VWO is the complete experimentation platform designed to maximize your digital conversions. You can use it to analyze, optimize, and personalize experiences across your entire digital presence. This includes running robust A/B tests on your websites, mobile apps, and product features.

We seamlessly integrate your existing customer data to run targeted experiments. You're able to deliver tailored experiences that genuinely align with your unique business goals. The platform empowers you to build a complete optimization program that moves beyond simple testing.

✨ AI-Driven Insights with VWO Copilot

It's time to work smarter and scale faster by letting AI handle the optimization heavy lifting. VWO Copilot powers your program by suggesting exactly what you should test next. It also dramatically speeds up the process by creating rapid variations instantly.

This powerful tool analyzes user behavior patterns using AI to deliver key insights. VWO Copilot helps you uncover hidden segments and untapped optimization opportunities within your data. You can even instantly turn ideas, whether written in natural language or AI-generated, directly into experiments.

✨ Pinpoint Friction Using Qualitative Analytics

Before you test, you need to understand why users are behaving the way they are. By observing customer interactions, VWO helps you identify where visitors are struggling and conversion roadblocks in the buying journey. You can transform these qualitative findings into informed, testable hypotheses.

The platform provides a suite of tools to take a closer look at digital user journeys and find growth opportunities across both web and mobile apps. These tools help you discover how visitors engage with your content:

  • Session recordings and heatmaps
  • Funnels and form analytics
  • Surveys

✨ Unmatched Performance and Scaling

Run unlimited optimization at lightning speed without slowing down your site. VWO uses a high-performance Asynchronous SmartCode, which ensures the least possible impact on your load time (Total Blocking Time, or TBT). This delivers the best performance available for experimentation.

The platform leverages the secure and scalable Google Cloud Platform (GCP) combined with a dynamic CDN. VWO is engineered to minimize payloads and improve latency, computing only what is crucial for your campaigns. You can scale your testing program to any level, handling billions of requests daily with 100% uptime. 💡

✨ A Unified View of the Customer Data

Gain a holistic, 360-degree view of your customer through VWO's robust, event-driven architecture. This system seamlessly blends with your websites, apps, and codebase. It lets you make instant decisions with real-time customer data always available at your fingertips.

This architecture unifies data from across your organization and beyond. You can optimize any visitor data segment, whether that data comes directly from your application, third-party sources, or even offline data. Use this comprehensive view to build effective hypotheses and deliver tailored personalization.

✨ Empowering Every Team Member

VWO is designed to empower every team involved in the digital journey, supporting Engineers, Growth Marketers, and Product Managers alike. Growth Marketers can use the powerful visual editor to launch A/B tests and personalize experiences quickly without needing developer support. This allows them to create hyper-targeted experiences instantly.

Engineers can ship features with confidence using easy-to-configure, secure SDKs available in over eight languages. This reduces risk through progressive feature deployment. Product Managers, meanwhile, can effectively measure engagement, adoption, and loyalty, optimizing features to make apps stickier.

Use Cases

🛒 Boosting Conversions in the Checkout Flow

Your UX team notices high drop-off rates on the mobile checkout page, signaling friction. You need to identify the exact point where users abandon the journey. VWO's Observe tools, like session recordings and funnel analytics, pinpoint these roadblocks quickly. This gives your team an informed hypothesis for testing.

Next, the Growth Marketer uses the Visual Editor to test new element placements, images, or calls-to-action without needing engineering support. This swift action rectifies bottlenecks and results in a low-friction scrolling experience for mobile users.

🧠 Accelerating Experimentation with AI Guidance

Your optimization program has many potential tests, but prioritizing and generating high-quality variations takes significant time. VWO Copilot steps in to automate the heavy lifting. It uses AI to analyze past user behavior patterns and delivers actionable suggestions on what you should test next.

The tool can instantly translate your natural language ideas into experiment variations, saving development time. This capability allows your team to skip manual design creation and focus on strategic decisions, rapidly scaling your testing volume.

🚀 Safe Delivery of New Product Features

Product Managers want to roll out a new feature without risking user adoption or increasing performance issues. Using VWO's robust SDKs (available in 8+ languages), engineers can implement feature testing. This enables progressive deployment to small, controlled segments of users.

Steps for Progressive Rollout:

  1. Use a lightweight SDK to deploy the feature server-side.
  2. Run a targeted A/B test measuring engagement and adoption metrics.
  3. Use Bayesian reporting to confirm positive results in real-time.
  4. Confidently roll out the feature to the entire user base.

🎯 Delivering Hyper-Targeted Personalization

A unified view of customer data is essential for effective personalization, especially when data is siloed. VWO's event-driven architecture seamlessly integrates customer data—even offline data—from applications and third-party sources. This gives you a holistic, 360-degree view.

Growth Marketers use this rich data, combined with advanced targeting, to build tailored experiences for specific segments. For instance, they might serve unique promotions to users who previously purchased a specific item offline, maximizing their Average Order Value (AOV) during their online session. This ensures the right experience at the right place and time.

📈 Ensuring Accuracy and Confidence in Results

When launching A/B tests, you need immediate, trustworthy results to avoid deploying counterproductive changes. VWO provides real-time reporting based on Bayesian Statistics. This model removes the guesswork from result interpretation.

Expected outcome: Your team knows confidently if a variation performs better than, worse than, or equivalently to the control group. This precise result generation lets you focus on strategy instead of worrying about statistical validation.

🌐 Scaling Optimization Across the Enterprise

Large organizations require a platform built for speed, stability, and scale. VWO runs on the secure Google Cloud Platform (GCP) and uses a dynamic CDN. The high-performance Asynchronous SmartCode ensures minimal impact on your website’s load time. You can run unlimited optimization at tremendous volume.

There are no limits on concurrent campaigns, variations, or the metrics you track. This robust infrastructure allows you to scale your entire Conversion Rate Optimization (CRO) program across 10+ domains and handle billions of requests daily with built-in security and compliance controls.

Pricing Overview for VWO

Pricing range
$0–Custom/month
Pricing types
Free plan, Yearly subscription, Usage-based pricing

VWO Testing pricing is volume-based, scaling primarily on Monthly Tracked Users (MTU). Plans range from a free Starter tier up to custom Enterprise solutions.

The visible sample pricing starts at $665/month (billed annually) for the Growth plan at 100K MTU.

Plans & Pricing

Starter

Monthly0
Yearly0
Limited Variations & Metrics, 30 Days Data Retention, MTU less than or equal to 50K
  • Unlimited Experiments
  • Visual & Code Editor
  • Basic Targeting (URL & Device)
  • Email Support (12-hour response)
Explore for Free

Growth

Monthly665
Yearly7980 (estimated)
Based on Monthly Tracked Users (MTU); 3 Domains supported
  • Unlimited Variation & Metrics
  • No Data Retention Restriction
  • Enhanced Targeting (Traffic Source, OS)
  • Basic AI CoPilot Features
  • Enhanced Support (24/5 Email & Chat, 8-hour response)

Pro

Monthly1336
Yearly16032 (estimated)
Based on Monthly Tracked Users (MTU); 5 Domains supported
  • Advanced Targeting & Reporting (Geo, UTM)
  • Advanced AI CoPilot Features
  • Multi Variate Testing (MVT)
  • Pull Data via Integrations
  • Advanced Support (24/5 Phone support, 6-hour response)

Enterprise

Contact for pricing
Based on Monthly Tracked Users (MTU); 10 Domains supported
  • Dedicated CSM & 1:1 Training
  • All Targeting & Reporting Options
  • Single Sign On (SSO)
  • API Access
  • 24x7 Support (4-hour response time)
Request Pricing

VWO Testing costs between $0 and a custom rate per month with four plans: Starter (free for low MTU), Growth at $665/month (billed annually), Pro at $1,336/month (billed annually), and Enterprise (custom pricing).

Let's review what's included in these VWO Testing plans. Note that the non-Enterprise pricing displayed is based on a volume of 100,000 Monthly Tracked Users (MTU).

Starter

Price: Free Websites Supported: 1 domain Best For: Getting started with experimentation Refund Policy: Not explicitly stated Other Features: Unlimited Experiments, Basic Targeting (URL & Device), Visual & Code Editor, 30 Days Data Retention, Email Support (12-hour response).

If you are just beginning your optimization journey and want to test the waters, this free option is perfect. You get essential tools for basic testing, although your data retention is limited to 30 days.

Growth

Price: $665 per month, billed annually Websites Supported: 3 domains Best For: Small business, running slightly advanced experiments, not worrying about data retention Refund Policy: Not explicitly stated Other Features: Unlimited Variation & Metrics, Visual & Code Editor, Basic AI CoPilot Features, Enhanced Targeting (including Traffic Source, OS), Enhanced Support (24/5 Email & Chat, 8-hour response).

The Growth plan is tailored for small businesses ready for more structured experimentation. It includes unlimited variations and metrics, and you won't have to worry about data retention limits like the Starter plan. It's a great step up!

Pro

Price: $1,336 per month, billed annually Websites Supported: 5 domains Best For: Mid-sized business, running complex experiments on segmented traffic, AI guidance, importing data Refund Policy: Not explicitly stated Other Features: Advanced Targeting (Geo, UTM), Advanced AI CoPilot Features, Multi Variate Testing (MVT), Integrations for data pulling, Advanced Support (24/5 Phone support, 6-hour response).

This plan suits mid-sized businesses focusing on sophisticated testing and data synchronization. You gain access to Multi Variate Testing (MVT) and powerful data import tools, plus quicker phone support availability. The Pro plan provides advanced features to optimize highly segmented user groups. 🚀

Enterprise

Price: Request Pricing Websites Supported: 10 domains Best For: Large business, managing multiple websites or complex user journeys, dedicated support and analysis, leveraging custom events. Refund Policy: Not explicitly stated Other Features: Dedicated CSM & 1:1 Training, All Targeting & Reporting Options, Single Sign On (SSO), API Access, 24x7 Support (4-hour response time), Mutually Exclusive Groups.

The Enterprise tier is designed for large organizations needing the highest level of customization and support. It guarantees 24x7 support with a swift four-hour response, along with full access to all targeting and reporting features. If your testing needs are global and highly complex, this is where you belong.

VWO offers flexibility, starting with the completely free Starter plan for organizations with limited MTU (up to 50K). While specific money-back guarantees aren't listed, remember that pricing scales based on your Monthly Tracked Users (MTU), ensuring you only pay for the usage you need. You can always schedule a demo to get custom pricing tailored to your specific experimentation volume.

User Reviews

Trustpilot feedback is sharply divided, resulting in a 3.1-star rating, which reflects both high praise and severe criticism. Many long-term users highly commend VWO's extensive CRO tools, including A/B testing, personalization, and powerful analytics like heatmaps and screen recordings.

Excellent customer support is a persistent positive theme; users routinely recognize dedicated Customer Success Managers (CSMs) for their responsiveness and proactive help with test ideas. Users also appreciate that the tool empowers UX teams to run experiments independently, minimizing reliance on developers.

However, significant structural and ethical concerns exist. Several reviewers reported critical issues with data accuracy and tracking errors in live tests, noting a disconnect between VWO's reported metrics and manual sales tracking.

Furthermore, users expressed deep frustration over intrusive sales tactics (identifying users who only browsed the pricing page) and an unacceptably difficult, manipulative cancellation process, which sometimes resulted in unintended renewal charges. Potential users should balance the robust feature set against the reported reliability issues and business practices.

🤔

What users say elsewhere

Marcela R.
· Trustpilot
5.0 / 5

We have been using VWO for almost three years now. Working with the tool and the dedicated professional team, especially our CSM Vikas, has been a really great experience overall.

Adnan H.
· Trustpilot
1.0 / 5

Do not trust the numbers shown in VWO; please perform manual tracking. I found a massive tracking error between VWO results and our actual sales metrics.

No reviews yet.

Write a Review

Write a Review for VWO
0/100 characters
0/2000 characters

Why use VWO?

Stop guessing what your users want and start delivering optimized experiences right away. VWO equips your organization with everything needed to build a complete, impactful optimization program. It ensures precise results and rapid testing capabilities, letting you focus on strategy instead of infrastructure.

Here’s why VWO stands out:

  • AI-Driven Optimization: Experience powerful optimization fueled by VWO Copilot. This tool takes on the heavy lifting by suggesting what to test, creating rapid variations, and revealing key user insights.
  • Unmatched Performance: VWO uses a dynamic CDN and the reliable Google Cloud Platform (GCP). The high-performance Asynchronous SmartCode ensures minimal load time impact and unrivaled execution speed. 💡
  • Unify Customer Data: Gain a holistic, 360-degree view of your customer through VWO's robust, event-driven architecture. It seamlessly integrates customer data from your applications, third-party sources, and even offline data.
  • Built to Scale: Run unlimited optimization without worrying about limits. There are no caps on concurrent campaigns, variations, session recordings, or the metrics you choose to track.
  • Team Empowerment: The platform is designed to cross team boundaries. Engineers use lightweight SDKs (available in 8+ languages) while marketers use the powerful visual editor to launch tests without needing developer support.
  • Confident Results: Ensure accuracy with real-time reporting based on Bayesian Statistics. This helps you confidently know if your variations perform better, worse, or equivalently to the control group.

Ready to transform your workflow with VWO?

Try it nowView pricing

VWO Alternatives

Other tools in the A/B Testing category

VWO vs Zoho PageSense
Crazyegg vs VWO
Improvely vs VWO

Frequently Asked Questions

How does VWO define a Monthly Tracked User (MTU) for pricing?

An MTU is a unique visitor who becomes part of a VWO-powered campaign within a billing month. If one visitor is in multiple campaigns of the same product, they count only once. However, they count as a separate MTU for each different VWO product they interact with.

What happens if my company uses up its purchased MTU quota limit?

For most VWO products, your running tests and data capture will stop once the quota is exhausted. The system does not automatically extend your usage. You must contact VWO to purchase additional Monthly Tracked Users.

What kind of first response time is guaranteed by VWO support?

Response speed depends on your plan and contact method. Starter offers a 12-hour response time via email. Growth and Pro plans guarantee faster response times, and Enterprise features 24x7 support with a swift 4-hour response window.

Does VWO offer monthly billing for the Growth or Pro plans?

The published pricing for the Growth and Pro plans shows a monthly cost, but requires annual billing. For specific inquiries about month-to-month payment options, you should schedule a demo with their sales team.

Are VWO's AI features, such as VWO Copilot, included in all plans?

Basic AI Copilot features are included in Growth and higher tiers, and some early access features are available even in Starter. VWO states that Copilot is currently offered at no charge while it is in its Early Access period.

Where is customer data stored, and what security standards does VWO meet?

VWO stores data on the Google Cloud Platform (GCP) and is compliant with several global security standards. This includes GDPR, CCPA, HIPAA, ISO, and PCI DSS. Data can be stored in the US, EU, or India.

Are limitations based on the number of users or only on usage metrics?

VWO's plans are usage-based, focusing on Monthly Tracked Users (MTU). The number of account members you can add to your VWO team is unlimited across all plans.

Can I pull data directly from other tools into VWO?

Yes, integration capabilities vary by plan. The Pro plan explicitly includes the ability to pull data via integrations. Enterprise users also receive full API access to manage data syncs.

Does VWO offer a money-back guarantee or easy cancellation?

The official pricing and plan documentation does not explicitly state a refund policy or a money-back guarantee. You should reach out to VWO sales regarding contract cancellation terms.

How long does VWO retain my experiment or insights data?

Data retention varies drastically by product and plan. VWO Testing Starter retains data for 30 days, but Growth and above have no stated limits. VWO Insights Starter retains data for only 7 days.

Is personalized onboarding and training included with the popular Growth plan?

Dedicated Customer Success Managers and 1-on-1 training sessions are reserved for the Enterprise plan. Other plans rely on self-paced training videos and the knowledge base for onboarding.

Do I need to buy an add-on for API access if I'm on a Growth or Pro plan?

Yes. API access is native to the Enterprise plan only. Growth and Pro plan users must purchase the Developer Plus Add-On to enable API usage, which is rate limited to 60,000 calls per month.

Does VWO provide special pricing or plans for agencies or non-profits?

VWO supports non-profits with preferential pricing. However, for agencies, the listed corporate pricing does not apply, and separate licenses are required for each client domain. Contact VWO sales for these tailored rates.

Ready to try VWO? Check out the official site or pricing.
Visit Website See Pricing