The A/B testing tools that used to print prices
When we started RunPivot, you could still price an experimentation stack from a pricing page.
Optimizely had spent years as a self-serve product, with a free plan and published Silver and Gold tiers, before it shut the free Starter plan and moved the rest of the catalog behind a conversation. VWO printed Growth, Pro, and Enterprise numbers, and a free Starter capped by monthly tracked users. Convert still does. A growth lead could open three tabs, do the arithmetic on traffic, and know whether the tool fit the quarter.
That is no longer the category.
As of October 2026, Optimizely's plans page says every plan is individually packaged and ends in a demo request. VWO and AB Tasty, combined in January 2026 under Wingify, send pricing traffic to a page with Growth, Pro, and Enterprise tiers and no currency figure anywhere. The call to action on each tier is “Schedule a Demo.” The page says it outright: no fixed plans, just a custom proposal.
The “best A/B testing tools 2026” listicles keep getting published. They compare editors, stats engines, and heatmaps, because that is what is left on the public web. The number a finance partner actually needs is missing.
What changed
| Vendor | Used to | October 2026 | What buyers report |
|---|---|---|---|
| Optimizely | Free plan until ~2018; published tiers before that | “Every plan is individually packaged.” | Web Experimentation often cited from ~$36k/year. Vendr median across products ~$81k. |
| VWO, now Wingify | Printed Growth and Pro; free Starter | Pricing URL redirects. No prices. | Mid-2026 writeups still cited Growth from ~$300/mo and Pro near $1,000. Median contracts ~$17k/year. |
| AB Tasty, now Wingify | Quote-led; directories listed an annual floor | Same Wingify page | Directory floors ~€15k/year; buyer reports often $40k–$150k |
| Convert | Published ladder, including overage | Still published, Growth often $299/mo annual | The page is the price |
| RunPivot | Published since launch | Startup $99/mo, Business $199/mo billed annually, self-serve | The page is the price |
Contract figures are third-party reports, not list prices. The pattern is the point: the vendors that became a suite, a private-equity rollup, or a merged company took the number off the page.
The deals behind it
Episerver bought Optimizely in 2020 and took the name. Mastercard bought Dynamic Yield. Webflow bought Intellimize in 2024. In 2025 OpenAI bought Statsig (~$1.1B), Datadog bought Eppo (~$220M), Braze bought OfferFit (~$325M), and Monetate combined with SiteSpect. On 20 January 2026 VWO and AB Tasty combined under Wingify, Everstone-backed, at more than $100M ARR and 4,000+ customers.
Google Optimize had already shut down on 30 September 2023, so the free outside option was gone while the paid market was being rolled up.
Why the price came off the page
Hiding the price is rational for that seller. A public $299 tier is an anchor an enterprise AE has to argue against. A merger makes a shared price grid awkward until the packaging is reconciled.
The cost lands on the buyer: a quarter of evaluation time, no anchor, and a renewal that may be for a product they did not originally buy. Listicles that still treat VWO and AB Tasty as two choices are a year out of date.
A six-point buying checklist
If the price is not on the page, get these answers before you sign.
Unit and overage, in writing
Know what you are billed on (monthly tracked users, events, impressions, or seats) and what happens the month traffic spikes. Get the overage rate on the order form, not in an email.
License versus program
Separate what the software costs from what running a program costs: services, onboarding, and the people needed to ship tests. A cheap license with a services minimum is not cheap.
Stats method
Ask how winners are called (sequential, Bayesian, or fixed-horizon) and whether you can see the method. You are paying for decisions, so know how they are made.
Who owns the roadmap in 18 months
After a merger or acquisition, ask which product survives, which editor and SDK you will be on, and whether your plan is grandfathered.
Price the year, not the seat
Model the full annual cost at your expected traffic, add-on modules included, and compare that number. Seat prices and starting-from figures hide the real bill.
Keep the decision log outside the vendor
Record hypotheses, results, and decisions somewhere you own. If the renewal goes badly, your learning should not stay behind in someone else's account.
RunPivot still prints the price
Startup is $99/mo and Business is $199/mo billed annually, or $149 and $299 month to month. Every plan starts with a 60-day free trial, no credit card, and no annual lock-in. The page is the price.
Related articles
Growth, Pro, and Enterprise, and what buyers report paying once the quote arrives.
Read articleAnnual floors, contract ranges, and what drives an AB Tasty quote.
Read articleWhat the Wingify combination means for mid-market renewals.
Read articleWhat to move, what to leave behind, and how to keep learning while you change tools.
Read articlePrice it from the page
Published plans, a 60-day free trial, and no sales call to get started.
Frequently asked questions
Published October 10, 2026. Vendor pricing pages were reviewed in October 2026. Contract figures are third-party and buyer reports, not list prices. Confirm current pricing with each vendor. RunPivot is not affiliated with Optimizely, Wingify, VWO, AB Tasty, or Convert.