VWO Pricing: Plans, Costs, and What You Actually Pay

If you're searching for VWO pricing and landed on this guide, you're probably looking for answers on how much it costs and whether the tool fits into your tech stack and budget.

You can visit VWO pricing page, but the problem is that you won't see any numbers. Instead, you'll have to contact them to get a quotation.

And look, I get it. That approach works for some buyers. But if you're the type of person who wants to know what you're getting into before hopping on a sales call, this guide is for you!

Here we'll break down everything you need to know about VWO's pricing. We will cover what each plan actually includes, what real users are saying about the platform, and whether it's the right fit for you. And if it's not? At the end, we'll also share how we've built Personizely to address specific pricing and complexity hurdles for teams that don't need the full enterprise suite.

So, without further ado. Let's get into it.

VWO pricing at a glance: How much does it cost?

VWO doesn’t show prices on its site. There’s no starting number; everything runs through a quote. What you pay depends on how much traffic you have, what you plan to use, and how the contract is set up.

That said, looking at what actual customers report paying gives a clearer picture. For many teams, VWO starts in the $2,000-$30,000 per year range. Smaller sites running a few tests can stay near the bottom. But once traffic picks up or you start leaning on more advanced features, it’s common to see annual costs land well into five figures.

Below is a rough snapshot of what teams tend to pay, based on public info and real contracts, not marketing pages.

Pricing varies by Monthly Tracked Users (MTU), selected products, and contract terms. Final quotes often change after negotiation, especially for annual or multi-year agreements.

What is VWO?

Visual Website Optimizer (VWO) is an experimentation and conversion rate optimization (CRO) platform that helps you identify what's working on your website and what's not, and provides you with the tools to fix it.

Think of it like a personal trainer for your website. When your visitors interact with your pages, VWO can identify where they drop off, and you can run experiments to determine which version of your site converts better.

Read our comprehensive VWO A/B testing guide if you want to learn more in-depth about VWO's core feature.

VWO product breakdown and offers

VWO is not a single tool. It is a group of products, each sold and priced on its own. You pay based on what you use and how advanced your needs are.

Here are the products and their official feature breakdowns by tier.

VWO testing

This is VWO's flagship product and what most people think of when they hear "VWO." It lets you test changes to your website to improve signups, sales, and clicks. You can run AB testing experiments, split URL testing, and multivariate tests, then use reports and targeting to see what works best. The platform even includes a built-in code editor for non-technical users who want more control over their tests.

VWO Testing's pricing stacks up quickly as you move up the plans, since core capabilities like multivariate tests and advanced targeting sit behind Pro and Enterprise. Growth fits smaller teams, but most serious experimentation pushes you into Pro, where costs jump sharply. Enterprise pricing targets large teams that need support, governance, and the ability to run concurrent tests at scale rather than incremental testing features.

Estimated price: Starts at $198 to $314 per month for Growth, rises to $531 to $972 per month for Pro, and moves to custom pricing at $1,265+ per month for Enterprise.

VWO insights

This product focuses on behavior analytics. It shows how users interact with your site using heatmaps, session recordings, form analytics, and surveys. You can use it to understand user behavior, specifically why users click where they do and how they navigate your pages, before running tests. These tools help you gather valuable insights into user interactions that inform your testing strategy.

The biggest limiter here is data retention. Growth stores only one month of data, which restricts in-depth analysis and long-term trend tracking. If you need trends over time or historical comparisons for better decision-making, Pro or Enterprise makes more sense.

Estimated price: $139 to $179 per month for Growth, around $422 per month for Pro, and $775 to $997 per month for Enterprise.

VWO personalize

Lets you show different content to different users based on traffic source, device type, or behavior patterns. For example, new visitors see one message while returning users see another. It focuses on targeting and segmentation to deliver personalized experiences rather than testing, and supports multi-channel personalization across your digital properties.

Costs add up fast with personalization. If you already pay for Testing and Insights, adding Personalize will quickly increase your monthly spend. This product fits teams that already have traffic and want tailored experiences to maximize conversions.

Estimated price: $211 to $295 per month for Growth, $422 to $531 per month for Pro, and $997 to $1,095 per month for Enterprise.

VWO web rollouts

Web Rollouts is VWO's feature management platform that lets you release changes gradually with minimal risk without running full experiments. Teams use it to control launches and reduce risk during updates.

This is VWO's lowest entry price, but the Enterprise jump is steep. Growth and Pro work for simple rollouts. Enterprise fits teams that need control, access, and support at scale.

Estimated price: $73 to $113 per month for Growth, $158 to $221 per month for Pro, and $886 to $997 per month for Enterprise.

VWO feature experimentation

This product supports server-side testing and feature flags. It works for product and engineering teams testing backend logic, pricing rules, or feature access. Setup requires SDK integration and technical resources.

It is priced separately from web testing. Growth limits the number of feature flags, so teams often move to Pro quickly. Enterprise fits complex products with deep integrations.

Estimated price: Around $113 per month for Growth, $221 per month for Pro, and $886 per month for Enterprise.

VWO mobile insights

Mobile Insights focuses on mobile app behavior. It tracks sessions, heatmaps, and app-level interactions to help teams understand mobile users on iOS and Android apps. If you're looking to optimize your mobile app experience, this tool provides session recordings and analytics specifically designed for native applications.

This product is Enterprise-only. There are no entry plans or self-serve options. It targets teams with mature Android apps and high-volume iOS applications.

Estimated price: Custom pricing, Enterprise only.

VWO's pricing model: The MTU system

VWO prices its products using a Monthly Tracked Users model, often called MTU. Instead of charging for page views or total sessions, pricing depends on unique visitors who interact with an active test, personalization, or tracking setup during a month. You pay only for users involved in campaigns, not for all site traffic.

This structure works in a specific way, for example:

• A visitor who lands on a page without an active campaign does not count

• A visitor who joins multiple campaigns still counts as one MTU

• One user across multiple domains still counts as one MTU

The MTU model sounds fair on paper, but it creates real planning issues. Costs become harder to predict when campaigns perform well, and traffic grows quickly. As optimization starts working and more users enter campaigns, spend rises at the same pace, which many teams find frustrating.

Quota limits add more pressure. When your MTU limit runs out, all active tests and tracking stop immediately. There is no automatic overage billing. Everything resumes only when the next billing cycle starts. VWO states that for all products except Insights, tests and data capture stop once the quota is exhausted.

Key factors that affect your VWO cost

If you're trying to estimate what VWO will actually cost your business, here are the main variables.

Traffic volume and MTU requirements

MTU is the main pricing lever. The more users you include in active tests or campaigns, the more you pay. Low-traffic sites stay in lower tiers, while high-growth or high-volume sites move into Pro or Enterprise quickly. Costs often rise as experiments succeed, since more users qualify as tracked users.

For example, a small blog with 10,000 monthly visitors will pay dramatically less than an e-commerce site with 500,000 unique visitors.

Use this rough guide:

• Under 50K MTU: Starter (free) may work

• 50K–250K MTU: Growth plans ($200–$500/month)

• 250K–1M MTU: Pro plans ($500–$1,200/month)

• 1M+ MTU: Enterprise (custom pricing, typically $1,500+/month)

Product bundle selection

VWO sells each product separately, which means costs stack as you add tools. VWO Testing alone stays manageable, but adding VWO Insights, Personalize, or Rollouts increases spend fast. If you underestimate this at the start, you will end up paying several times more once you move beyond basic testing.

To give you an idea, feel free to use this as a starting point:

• If you only need AB testing → VWO Testing

• If you're testing + heatmaps + recordings → Testing + Insights

• If you want the full suite → Testing + Insights + Personalize + Rollouts

Each addition increases your total bill, so plan along with your budget.

Feature requirements

Your need for more advanced features drives you up the pricing ladder. Multivariate tests, split URL testing, deep targeting, API access, and data controls are included in higher plans. Advanced features like statistical significance reporting and server-side testing require the Pro or Enterprise tiers.

Teams that start on Growth often upgrade once experiments become more complex, which results in a noticeable price increase.

Support level

Support access affects cost more than many expect. Basic plans focus on self-serve use, while higher tiers include faster responses, phone support, and dedicated help.

Teams running frequent experiments or operating across time zones often justify the higher spend for reliable support. Growth plans offer email support only, while Enterprise unlocks priority assistance.

Contract length and negotiation

VWO pricing leaves room for negotiation. Annual and multi-year deals often come with discounts, but they lock you in. Teams that stay firm on budget limits and time negotiations near quarter-end often secure better pricing or caps on yearly increases.

What users say about VWO?

VWO holds a 4.4 out of 5-star rating on G2 from nearly 1,000 verified reviews and has been named a "Leader" in multiple categories, including A/B Testing, Mobile App Optimization, and Personalization.

But ratings only tell part of the story. Here's what users actually love, and what frustrates them.

The good stuff

• User-friendly interface: One of VWO's biggest selling points is its visual editor. You don't need to be a developer to create A/B tests. The drag-and-drop interface lets marketers make changes directly on the page without touching code. As one G2 reviewer put it: "VWO makes testing your site so fast and easy. The interface is super straightforward, so launching a new experiment takes hardly any time. I love how you can make quick edits, pop up advanced options, or even dive into the HTML if you want total control. With CoPilot in the mix, setup is even smoother—and it saves you time."

• Comprehensive A/B testing: VWO started as an A/B testing tool, and it shows. Users consistently praise the platform's testing capabilities. They love how simple it is to perform split tests and even more complex multivariate experiments. The platform also offers SmartStats, a Bayesian-powered statistical engine that helps you reach conclusions faster without waiting for massive sample sizes.

• Customer support that actually helps: This one surprised me during research. Enterprise software support is often a mixed bag, but VWO gets consistently high marks here. One reviewer specifically called out their support team: "The customer support and ongoing coordination of efforts throughout our contract have been great. We're leveraging the platform daily and expanding the testing as fast as we can."

• All-in-one platform: Rather than juggling multiple tools for testing, heatmaps, session recordings, and surveys, VWO bundles everything into one ecosystem. For teams that want a unified view of their optimization efforts, this integration is valuable.

The not-so-good stuff

• Bugs and stability issues: No software is perfect, and VWO has its share of quirks. Users report occasional bugs in the visual editor, especially when dealing with complex features or dynamic page layouts. One common complaint: "Some of the features in their reporting don't work very well, i.e., reports with old data and bad graphs for data over time. Seems to have more negative effects on site speed than other platforms."

• Difficulty sharing insights: Several users mentioned friction when trying to share reports and insights with stakeholders. Heatmaps and recordings don't always play nice with internal sharing tools, and some advanced export features are locked behind higher-tier plans.

• Hidden costs and add-ons: While the base plans might seem like a low-cost option, many advanced features are locked behind add-ons. Want to remove VWO branding from surveys? Enterprise plan. Need API access? Enterprise plan. Geo-targeting? Pro plan or higher. This modular approach means your "simple" testing tool can quickly balloon in cost, something to consider alongside alternatives like Crazy Egg or other VWO alternatives.

• Steeper learning curve for advanced features: While the basic interface is user-friendly, some users report a steeper learning curve when diving into advanced options like server-side testing or complex targeting rules. Large businesses and large teams with dedicated specialists handle this well, but smaller teams may struggle without proper onboarding.

Personizely: A viable VWO alternative worth testing

VWO is an impressive, high-end "Experimentation Suite" built for massive corporations. But for large-scale or small businesses, it can feel like paying for a semi-truck when all you need is a fast, reliable SUV.

This might sound like a pitch to introduce our product, but we aim to offer it only where it makes sense for your business. Feel free to check the best VWO for CRO in 2026 if you want to see more options.

Likewise, if your goal is to turn more visitors into customers without the enterprise-level "red tape," Personizely offers a more agile, cost-effective path. Here is how the two compare based on common business needs:

Why growing brands are switching to Personizely

While VWO has been a leader for a long time, we frequently hear from users who moved to Personizely for three specific reasons:

1. Lower "total cost of ownership": With VWO, you aren't just paying for the software, but you’re often paying for a specialized consultant or developer to manage it. Personizely is low-code, meaning your marketing team can handle everything internally.

2. Speed over complexity: VWO is a massive ecosystem. Finding the specific report you need can feel like a maze. Personizely focuses on the 80/20 rule: giving you the 20% of features that drive 80% of your conversion results, with none of the clutter.

3. No "contact sales" friction: We believe you should know what you’re paying before you start. Unlike VWO’s opaque pricing, at Personizely we offer transparent plans so you can start optimizing today, not after three sales calls.

Wrapping it up: Is VWO worth it?

After analyzing current market data and buyer reports, the "real" cost of VWO is often higher than the sticker price because of the technical resources required to manage it.

VWO is a powerhouse for the 1% of companies that need deep, academic-level experimentation. But for most growing brands, it’s like buying a high-end specialized laboratory when you really need a kitchen that helps you cook faster.

VWO is the right investment if:

• You are an Enterprise with complex needs: You need server-side testing for a mobile app or have high-security requirements like HIPAA or SSO.

• You have a dedicated CRO team: You have at least one full-time specialist or agency whose only job is to manage experiments and dive into Bayesian statistics.

• Budget is not your primary constraint: You are comfortable with an annual commitment of $20,000+ and are willing to pay more as your traffic grows (the "MTU Success Tax").

VWO might NOT be the right fit if:

• You want immediate ROI: If you need to launch a campaign today, not after two weeks of setup, the complexity of VWO may slow you down.

• You need predictable overhead: If you prefer transparent, flat-rate billing over negotiated annual contracts and traffic-based scaling.

• You are a marketing-led team: You want to run high-impact A/B tests and personalization without needing a developer to help with every "visual" change.

If you’re looking for a balance of power, speed, and transparent pricing, we invite you to try Personizely for free. We’ve built it specifically for teams who want to stop "setting up" and start converting. You can always scale it up to an enterprise suite as long as your team and traffic reach that next level of complexity.

Frequently Asked Questions