How much does VWO cost?

VWO Testing pricing at 100K MTU (May 22, 2026)

Figures below are for the VWO Testing – Web module only, captured from in-app checkout. Insights (heatmaps, recordings), Personalize, and Rollouts are priced separately.

What VWO bundles — and what costs extra

Before evaluating the price, it helps to understand what VWO actually sells. Testing is one product line; Insights (heatmaps, scroll maps, session recordings), Personalize, and Rollouts are separate modules with their own pricing. A team that wants testing plus qualitative research can end up with a much larger bill than the Testing-only figures in the table above suggest.

• A/B, split URL, and multivariate testing via SmartCode
• Heatmaps and session replay through the Insights module (add-on)
• On-site surveys and form analytics
• Personalisation and feature rollouts as separate products

For teams that already use Hotjar, Microsoft Clarity, or FullStory for session replay, paying VWO's suite price for testing alone is often poor value.

When VWO's price tag makes sense

• Your CRO team actively uses heatmaps, recordings, and form analytics in the same workflow as testing
• You need a single vendor contract covering research and experimentation at enterprise scale
• Dedicated support, SLAs, and compliance requirements justify a premium platform fee
• Your traffic volume makes bundled MTU pricing competitive with buying point tools separately

If your primary job is running A/B tests and you already have separate analytics and replay tools, VWO's all-in-one positioning is less compelling — you are paying suite prices for a testing-only workflow.

Growth vs Pro: what you are actually paying for

At the 100K MTU tier, Growth is positioned for small and mid-sized teams that need core web experimentation: A/B tests, split URL tests, and multivariate experiments with standard targeting.

Pro adds capabilities aimed at more mature programs — deeper segmentation, broader integrations, and priority support. The exact feature delta is visible in VWO's in-app plan comparison, but the headline difference for most buyers is price: Pro runs roughly double Growth at the same traffic level.

The cost you will not see on the invoice

VWO's SmartCode is a full-featured experimentation tag. Independent benchmarks and user reports consistently flag load-time impact — variation delivery can add noticeable delay, and layout shifts during experiment activation can affect Core Web Vitals scores.

That performance tax does not appear in your subscription quote, but it has real downstream effects: slower pages, higher bounce rates before variants render, and weaker SEO signals. When you compare vendors, weigh script weight and delivery speed alongside the monthly fee.

What happened to VWO's free plan

VWO previously offered a free Starter plan capped at 50,000 monthly tracked users. That plan still appears for some existing accounts, but VWO has notified free users that Starter is being discontinued.

• Existing free users may still see Starter active, but have received email notice that the plan will end
• New sign-ups receive a 30-day trial — not a permanent free tier
• The public site frames onboarding as a free exploration without clarifying there is no ongoing free option for new accounts

If you evaluated VWO years ago on the strength of its free tier, the 2026 reality is different. Budget for paid plans from day one, or look at alternatives with a permanent free option.

Why VWO pricing is hard to find

Visit VWO's public pricing page and you will see plan names, feature lists, and a prompt to explore for free. What you will not see is a dollar amount. Actual pricing lives behind account registration, inside the subscription upgrade flow.

That is intentional. Since Everstone Capital acquired a majority stake in Wingify (VWO's parent company) in early 2025, VWO has moved further toward an inside-sales model. Requiring sign-up before showing price makes it harder to compare vendors side by side — and easier to route larger accounts through a sales conversation.