How Much Does VWO Cost?
The real price of the A/B testing platform, tier by tier, modules included.
Short answer: VWO does not publish its prices, everything runs through a quote. The Testing module starts around $314/month annually for 10,000 tracked visitors (MTUs), with a 30-day free trial. But that rate covers A/B testing only. Because VWO bills heatmaps, personalization and feature flags as separate modules, and the price scales with traffic, a full setup runs closer to ~$1,000 to $1,400/month. We walk through every tier, every module, and what you really pay for your profile.
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VWO, the key numbers
What each VWO plan costs
These are the tiers of the Testing module, the A/B testing itself. The other modules (heatmaps, personalization, feature flags) are billed separately, covered just after. The price tracks the number of tracked visitors per month (MTUs): more traffic, higher bill. Prices shown annually, the lowest. Because VWO publishes no official rate card, these figures are cross-referenced across several buyer sources.
Prices in USD, annual billing, traffic tiers noted. Checked June 2026.
Starter
To explore A/B testing
30-day trial on new accounts
- Up to 50,000 tracked visitors (legacy)
- Unlimited experiments, limited variations
- Data retention of 30 days
- Free plan being discontinued
- New accounts: full 30-day trial
Growth
For small teams
~$665/month at 100,000 visitors
- From 10,000 tracked visitors
- A/B, split URL, visual editor
- Advanced targeting, AI copilot
- 50 events stored per visitor
- Price climbs by traffic tier
Pro
To scale up
Up to ~$1,336/month per sources
- Multivariate testing, advanced analytics
- 100 events stored per visitor
- Deep segmentation and reporting
- Heatmaps and recordings (module-dependent)
- Annual commitment required
Enterprise
High traffic and compliance
- High traffic (250K to 1M+ visitors)
- 200 events stored per visitor
- SSO, API access, dedicated CSM
- SLA and custom options
Prices checked June 2026 and cross-referenced across several buyer sources (VWO publishes no official rate card). The price depends on the number of tracked visitors per month (MTUs) and climbs by tier. The Pro plan varies by source (from ~$972 to ~$1,336/month at 100K visitors), confirm via a quote. The Testing module covers neither heatmaps nor personalization, billed separately (see below).
VWO is paid in modules
The headline price only covers A/B testing. VWO sells its platform as several stackable products, and the bill climbs quickly when you add them up. Here is what each module costs.
VWO Testing (A/B testing)
The core product: A/B, split URL, multivariate, visual editor. From ~$314/month (Growth, 10K visitors) to ~$972/month and up (Pro, 100K visitors) annually. This is the module detailed in the table above.
VWO Insights (heatmaps)
Behavior analytics: heatmaps, session recordings, funnels, form analytics. A separate module, billed on its own. Buyers report it adds about as much as the Testing module, several hundred dollars a month depending on traffic.
VWO Personalize
On-site personalization (content tailored by segment). Another standalone module, with its own Growth, Pro and Enterprise tiers. Expect a cost comparable to Insights based on your visitor volume.
FullStack and Web Rollouts
Feature flags, server-side experimentation and progressive feature rollouts. Aimed at product and engineering teams, billed separately, mostly via quote. Add these only if you test server-side, not just on your pages.
- Just want to test your pages? The Testing module alone can be enough.
- Want to understand behavior? Add Insights (heatmaps) to the math.
- Want to personalize content? Personalize is an extra module.
- Testing server-side? FullStack and Web Rollouts are billed separately.
- Watch your traffic: the bill climbs by tracked-visitor tier.
How we size the real cost
VWO's headline price does not tell you what you actually pay, because the tool is modular and billed by traffic. To size a full setup, we start from the Testing module at mid-range traffic, add Insights, and lean on aggregated real contracts (median ~$16,660/yr). Here are the levers behind the math.
- Traffic (MTUs)Tracked visitors per month, the number-one leverPer tier
- TierMultivariate, advanced analytics and targeting aboveGrowth/Pro
- Added modulesHeatmaps, Personalize, FullStack billed separately+ Insights
- Median contractAbout $1,388/month once annualized~$16,660
Estimates based on unofficial pricing (VWO publishes no rate card). Confirm via a quote for your traffic and modules.
What you actually pay per month
The price hinges on your traffic and the modules you need. Four typical profiles, annual billing, assumptions stated.
Estimates in USD, annual. Unofficial prices, confirm via quote.
Getting started
Testing only, low traffic
- Testing module Growth only
- 10,000 tracked visitors per month
- No heatmaps, no personalization
Full setup
Testing + Insights, mid traffic
- Testing + Insights (heatmaps) bundled
- Mid traffic, Growth or Pro tier
- The most common case in agencies
Scale
High traffic, several modules
- Median annual contract (~$16,660/yr)
- Pro + Insights + Personalize
- 100K visitors and up
Enterprise
Very high volume
- Top of the range (~$36,390/yr)
- 1M+ visitors, all modules
- SSO, API, dedicated CSM and SLA
Estimates with annual billing (June 2026), based on aggregated real contracts (median ~$16,660/yr, range ~$7,880 to ~$36,390/yr, average negotiated discount ~20%). Since VWO does not publish prices, these figures are indicative and should be confirmed via a quote. Traffic and the number of modules are the two main levers.
VWO's price versus the alternatives
VWO's entry price against the other A/B testing tools. VWO sits between the transparent, affordable tools (Convert, Crazy Egg) and the pure-enterprise platforms (Optimizely, AB Tasty). Here is how the entry prices line up.
Entry prices checked June 2026. Different billing models.
VWO
Billed by traffic, via quote
- 30-day trial, free plan phasing out
- Testing + heatmaps + perso in one platform
- Modules billed apart, prices not public
Convert
Transparent, by traffic
- Public, clear pricing
- $399/month billed monthly
- Pure A/B, the most affordable
Optimizely
Enterprise, via quote
- Heavy enterprise platform
- Up to $100K+/yr
- AB Tasty similar (~$60K+/yr)
Entry prices checked June 2026. Convert stays the most transparent and the cheapest for pure A/B (from $199/month annual). Crazy Egg offers A/B testing from $99/month. Optimizely and AB Tasty target enterprise, via quote, at tens of thousands of dollars a year. VWO sits in the middle: more complete than the entry tools, far cheaper than the enterprise giants, but with prices that are not public.
So, is VWO expensive?
Our take after testing it: VWO is a complete platform at a mid-range price, but the real cost depends on traffic and modules. Here is when it pays off, and when it stings.
Good value if…
You want a single platform for testing, heatmaps and personalization, without stacking three tools. From ~$314/month on Testing, VWO bundles what Optimizely or AB Tasty charge at enterprise rates, for a fraction of the cost. It is a strong ratio for a structured growth team.
Less appealing if…
You are just starting A/B testing with little traffic. Stacking Insights and Personalize quickly triples the bill (~$1,000/month and up), and the annual commitment lands all at once. In that case, a transparent tool like Convert ($199) or Crazy Egg ($99) is cheaper to start.
How to pay less
VWO is an excellent all-in-one platform at a mid-range price, provided you have the traffic and a real need for the modules. Start with the Testing module alone, request a quoted price, and add Insights or Personalize only if you genuinely use them.
- Request a quoted price: VWO publishes no official rate.
- Pay annually: it is cheaper than monthly (~20% gap).
- Use the 30-day free trial to validate before committing.
- Start with the Testing module alone, add modules later.
- Watch your traffic (MTUs): it is what drives the bill up.
Frequently asked questions about VWO pricing
How much does VWO cost per month?
VWO does not publish a rate card, everything runs through a quote. The Testing module starts around $314/month with annual billing for 10,000 tracked visitors, then climbs to about $665/month for 100,000 visitors on the Growth plan. The Pro plan runs roughly $972 to $1,336/month depending on the source, at the same traffic level. But that rate only covers A/B testing: if you add heatmaps (Insights) and personalization, billed as separate modules, a full setup runs closer to $1,000 to $1,400/month. The smart move is to start with the Testing module alone and price each module through a quote.How much does VWO cost per year?
With annual billing, the Testing module works out to about $3,768/year ($314 x 12) on the entry tier at 10,000 visitors, and around $7,980/year for 100,000 visitors on Growth. But the most telling figure comes from real contracts: the observed median sits around $16,660/year, within a range of $7,880 to $36,390/year depending on traffic and modules. Buyers negotiate about 20% off on average. Always request a quoted price before committing, the amounts vary widely with your visitor volume.Does VWO have a free plan?
VWO historically offered a free Starter plan up to 50,000 tracked visitors, with unlimited experiments but limited variations and 30-day data retention. That free plan is being discontinued: existing users were notified, and new accounts now get a 30-day full-access free trial rather than a permanent free tier. It is enough to test the tool on a few campaigns before committing. After the trial, you move to a paid plan. Check the exact status of the free plan on the official page, it is changing.How does VWO bill its price?
VWO bills by the number of tracked visitors per month, the MTUs (Monthly Tracked Users), not by the number of users on your team. The price climbs by traffic tier: 10,000, 30,000, 50,000, 100,000 visitors and beyond. Each product (Testing, Insights, Personalize, FullStack) has its own Growth, Pro and Enterprise tiers, with 50, 100 and 200 events stored per visitor respectively. In short, two levers drive the bill: your traffic and the number of modules you turn on. The more visitors you track and the more products you stack, the higher the price.How much does a full setup on VWO cost?
Expect about $1,000 to $1,400/month with annual billing for a full setup: the Testing module at mid-range traffic, plus the Insights module (heatmaps and recordings) and possibly Personalize. That lines up with the observed median annual contract, around $16,660/year, or about $1,388/month. For very high traffic with all modules, the top of the range hits about $36,390/year, close to $3,000/month. If you just need to test your pages, you can stay on the Testing module alone at ~$314/month on the entry tier.Is VWO more expensive than Optimizely or AB Tasty?
No, VWO is far cheaper than Optimizely and AB Tasty, which target pure enterprise. Optimizely starts around $35,000/year and can exceed $100,000/year, while AB Tasty begins near $60,000/year. VWO, with a median contract around $16,660/year, works out to a fraction of that while covering testing, heatmaps and personalization. That said, VWO is still pricier than transparent tools like Convert (from $199/month annual) or Crazy Egg (A/B from $99/month), which are often enough to get started.Are heatmaps included in VWO's price?
No. Heatmaps, session recordings and form analytics are part of VWO Insights, a separate module billed apart from the Testing module. Buyers report Insights adds about as much as the Testing module, several hundred dollars a month depending on your traffic. If you only need to A/B test your pages, you can skip Insights and use the Testing module alone. If you want to understand behavior on top of testing, budget for this module and have it priced in the quote.Is there a discount for paying VWO annually?
Yes. Annual billing is cheaper than monthly: on the Testing module, the observed gap is about 20% (the Growth plan at 100,000 visitors goes from ~$798/month monthly to ~$665/month annually). On top of annual, buyers negotiate around 20% off the starting rate on average, especially on Pro and Enterprise contracts. The best lever to pay VWO less is therefore to combine the annual commitment, negotiating the quote, and turning on only the modules you genuinely need.How much does VWO cost for an agency?
For an agency running several high-traffic sites, expect the upper range, around $1,400 to $3,000/month with annual billing, depending on visitor volume and the modules turned on (Testing, Insights, Personalize, sometimes FullStack). The median contract sits around $16,660/year but climbs toward $36,390/year at high volumes. Good news: VWO bills by traffic, not by seat, so adding users does not raise the bill. Request a quoted price and negotiate: a discount on the order of 20% is common at these amounts.Can you try VWO before paying?
Yes. New accounts get a 30-day full-access free trial that covers the features of the product you choose. It is the main entry point since the free Starter plan is being discontinued. The trial lets you launch a few experiments and validate the workflow before committing. Because VWO does not publish its prices, use this window to request a quoted price for your real traffic. Also remember to export your data and experiment results before the trial ends if you decide not to continue.
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