VWO

AI-first digital experience optimization

CRO & Testing

2009 Founded

251-500 Employees

3,000+ brands (tens of thousands of sites and experiences served overall) Customers

New Delhi, Delhi, India Headquarters

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Quick Facts

✓ Free Trial

Website

vwo.com →

Pricing Model

tiered

Free Trial

30 days

Company Type

acquired

About VWO

VWO is a conversion rate optimization (CRO) and experimentation platform from Wingify that enables companies to continuously improve digital experiences across websites, mobile apps, and backend services. Originally launched as Visual Website Optimizer, the product pioneered an intuitive visual editor for A/B testing so marketers could launch experiments without relying heavily on developers. Today, VWO has evolved into a connected, AI-driven platform that brings together behavior analytics, experimentation, personalization, feature flagging, and data management in one unified environment.

Founded in 2009 in New Delhi, India, VWO grew as one of the early bootstrapped SaaS success stories from India, serving thousands of customers globally without raising venture capital. In early 2025, private equity firm Everstone Capital acquired a majority stake in Wingify, providing significant growth capital while VWO remained a standalone SaaS platform focused on experimentation and experience optimization. The company reports more than 50 million dollars in annual recurring revenue and serves over 3,000 brands worldwide, including enterprises such as Amazon, Domino’s, Disney, eBay, Lego, and the World Economic Forum.

VWO’s platform is structured into modular products: VWO Testing for web experimentation, VWO Insights for behavior analytics (heatmaps, session recordings, forms and funnels, surveys), VWO Personalize for real-time targeting and personalization, VWO Feature Experimentation and VWO Mobile Insights for server-side and mobile app testing, and VWO Rollouts and Data360 for controlled feature rollouts and centralized event data. These modules sit on top of a shared data layer and are enhanced by VWO Copilot, an AI assistant that surfaces insights, generates test ideas, creates copy variations, and helps define audiences and metrics.

Positioned as a mid-market and enterprise-grade alternative to tools like Optimizely and AB Tasty, VWO emphasizes ease of use, strong customer support, and enterprise security. It offers ISO 27001 and ISO 27701 certifications, SOC 2 Type II attestation, and GDPR, HIPAA, PCI DSS and CCPA readiness, backed by Google Cloud Platform data centers in multiple regions. With 450+ employees and offices in India, Europe, and the US, VWO continues to expand globally, investing in AI-first experimentation workflows and deeper integrations with analytics, CDPs, eCommerce platforms, and marketing stacks.

Key Features

A/B and split URL testing - visually create and run experiments on pages, flows, and templates without heavy developer involvement

Multivariate testing - test multiple elements and combinations on a page simultaneously to find the best-performing experience

Server-side and feature experimentation - feature flags, progressive rollouts, and backend experiments for product and engineering teams

Visual WYSIWYG and code editors - no-code editor for marketers plus full HTML, CSS, and JavaScript control for developers

Advanced targeting and segmentation - target experiments and experiences by device, traffic source, behavior, geo, user attributes, and more

VWO Insights behavior analytics - heatmaps, scrollmaps, clickmaps, session recordings, funnels, and form analytics to uncover friction

On-site surveys and feedback - configurable on-page surveys and NPS-style feedback to capture qualitative insights from visitors

Personalization engine - rule-based and behavior-based personalization with dynamic content, banners, and experiences for key segments

AI-powered Copilot - generates experiment ideas, text variations, audience suggestions, and summaries of behavioral data

SmartStats Bayesian engine - uses Bayesian statistics to provide faster, more intuitive experiment results and guardrail metrics

Data360 customer data layer - central event and attribute store to power experiments, analytics, and personalization across channels

Experiment and roadmap management - ideation, prioritization, documentation, and governance of testing programs in one workspace

Cross-device and mobile app testing - SDKs for mobile and backend stacks plus client-side tests on responsive web experiences

Enterprise collaboration - multi-workspace setup, roles and permissions, SSO, audit trails, and comment threads for large teams

Add-ons ecosystem - optional packs for advanced targeting, reporting, editor widgets, security, developer APIs, and additional MTU quotas

Best For

Company Size

smb mid-market enterprise

Industries

eCommerce & Retail SaaS Technology Financial Services & Insurance Media & Publishing Travel & Hospitality

Use Cases

Website A/B testing and experimentation Landing page and funnel optimization Always-on conversion rate optimization programs Personalized content, messaging, and offers by segment Feature flagging and progressive product rollouts Behavior analytics with heatmaps and session recordings

FAQ

What is VWO?

VWO is an AI-first experimentation and conversion rate optimization (CRO) platform that helps businesses analyze user behavior, run A/B, multivariate, and split URL tests, personalize experiences, and manage feature rollouts across websites and mobile apps. It combines products such as VWO Testing, VWO Insights, VWO Personalize, and VWO Feature Experimentation on top of a shared data layer so teams can discover issues, test ideas, and roll out winning experiences in one connected workflow.

How much does VWO cost?

VWO uses a tiered, usage-based pricing model that depends on the modules you choose and your monthly tracked users (MTUs). Recent official content from VWO indicates that web experimentation plans start around $219 per month billed annually for lower-traffic sites, while Growth, Pro, and Enterprise tiers scale up with higher MTUs, advanced capabilities, and enterprise support. All plans begin with a 30-day full-featured free trial, and enterprise pricing is available only via quote from the VWO sales team.

What are the main features of VWO?

Key capabilities of VWO include A/B, multivariate, and split URL testing; feature experimentation and feature flags; a WYSIWYG visual editor plus code editor; advanced targeting and segmentation; heatmaps, scrollmaps, session recordings, funnels, form analytics, and on-site surveys via VWO Insights; real-time personalization with VWO Personalize; AI-powered Copilot for ideas, copy variations, and insights; robust reporting based on Bayesian statistics (SmartStats); and integrations with tools like Google Analytics, Segment, Snowflake, Shopify, Salesforce, HubSpot, and more.

Who are VWO's main competitors?

VWO competes with other experimentation and CRO platforms such as Optimizely, AB Tasty, Convert Experiences, Kameleoon, and Statsig. Some organizations also compare it with broader marketing or personalization suites like Adobe Target or with analytics-plus-testing combinations. VWO differentiates itself by offering a tightly integrated stack that includes testing, behavior analytics, personalization, and feature experimentation, rather than focusing on just one of these areas.

Is VWO good for small businesses?

VWO can work for small businesses that have enough traffic to run statistically valid experiments and that plan to build a structured experimentation program. Its visual editor, templates, and AI Copilot reduce the technical barrier to entry. However, pricing is optimized more for growing and mid-market organizations than for micro-sites, and reviewers often note that costs can feel high for very small teams. Very small or low-traffic businesses may prefer simpler or cheaper tools, while VWO is a strong fit once a company is ready to invest seriously in ongoing CRO.

VWO