VWO

VWO is a website optimization platform that helps teams test and improve their sites. It runs A/B tests, multivariate tests, and split-URL tests to find which page version converts best. Built-in heatmaps, session recordings, and surveys show what visitors actually do. Personalization and feature flags let teams tailor experiences and ship changes safely. Marketing and product teams use it without heavy developer help. In 2026 VWO merged with AB Tasty under the Wingify brand. New sign-ups get a 30-day trial. See vwo.com for current details.

Key Features

1. A/B and Multivariate Testing

Test page versions against each other to learn which changes lift clicks, sign-ups, and sales for your business.

2. Heatmaps and Session Recordings

Watch where visitors click, scroll, and get stuck, so you can fix the real friction points hurting conversions.

3. Personalization

Tailor page content to each visitor's behavior and intent, without showing the same page to everyone.

4. Feature Management

Roll out new features to small groups first, then expand or revert based on results.

5. Wingz AI

An AI layer that suggests test ideas, builds audiences, and moves teams from insight to action faster.

6. Funnels and Surveys

Track drop-offs across multi-step journeys and ask visitors for direct feedback with built-in surveys and polls.

7. One-Click SmartCode Install

A single code snippet connects your site to the platform, and most tests need no developers after that install.

Frequently Asked Questions (FAQ)

What is VWO used for?

VWO is used for website optimization. Growth and product teams use it to run A/B tests, personalize pages, watch heatmaps and session recordings, manage feature rollouts, and collect visitor feedback, all on one platform.

What happened to VWO in 2026?

VWO merged with AB Tasty under the Wingify brand in 2026. The combined company positions itself as a full digital experience optimization platform, and the vwo.com site now leads with the Wingify name and its Wingz AI layer.

Does VWO still offer a free plan?

No. VWO's free Starter plan was discontinued for new customers in 2026; existing free users were notified it would end. New sign-ups get a 30-day trial instead, and paid plans are largely quote-based with pricing shown inside the app after registration.

Do I need developers to use VWO?

Not for most web testing and personalization. After a one-time install of the SmartCode snippet, marketers and product teams can build tests and target audiences themselves. Server-side experiments and feature management use SDKs that developers integrate once.

How is VWO different from Google Optimize?

Google Optimize shut down permanently in September 2023, so it is no longer an option. VWO is its most complete paid replacement, adding heatmaps, session recordings, personalization, and feature flags that Google Optimize never had.

Is my visitor data safe with VWO?

Yes, according to the company. Wingify is GDPR compliant, SOC 2 Type II certified, and audited against ISO 27001 and related standards, with data centers in the US, the EU, and India.

Conclusion

VWO suits growth and product teams that run serious website experiments. Its tests, heatmaps, personalization, and Wingz AI cover the full optimization loop in one platform. But the free plan is gone, and pricing is quote-based for most teams. Small teams should weigh the cost against simpler testing tools. Check vwo.com for current plans and trial terms before you start.