A/B Testing

VWO Pricing 2026: Six Estimates, One Meter, No Public Number

Last verified: September 3, 2026

VWO publishes no price: as of today, vwo.com/pricing shows Growth, Pro and Enterprise with a "Schedule a Demo" button where the number should be. The most recent figure anyone has read off VWO's own checkout is $665 a month, billed annually, for Growth at 100,000 monthly tracked users, with Pro at $1,336, and the median signed contract in Vendr's data is $16,330 a year. Every other number you will find for VWO is older, on a different meter, or both, and this page dates each one so you can tell which.

By Misha Gavura · 18 min read · Every figure read off a live page on September 3, 2026, with the source and its own date named inline. Prices change; re-check before you buy.

The short answer

VWO publishes no price. On September 3, 2026, vwo.com/pricing lists Growth, Pro and Enterprise. Each card ends in "Schedule a Demo". Under Growth there is one line of small print, "Want to explore VWO on your own? Explore for Free", which leads to a 30-day trial. Not a single dollar figure appears on the page, and the same is true of vwo.com/plans.

The freshest number that traces back to VWO's own systems is mida.so's, dated May 19, 2026, which describes reading VWO's in-app checkout: Growth at $665 a month billed annually or $798 billed monthly, and Pro at $1,336 a month billed annually, both at 100,000 monthly tracked users. Vendr's marketplace guide, updated February 2026, puts the median signed VWO contract at $16,330 a year across 102 purchases, with a range of $7,820 to $35,790.

So the honest one-line answer to "how much is VWO" is: a self-serve entry somewhere around $200 to $314 a month at 10,000 tracked users, $665 to $1,336 a month at 100,000, and a typical signed contract in the mid five figures a year, every one of those figures read by a third party rather than printed by VWO. If someone quotes you a single VWO price without the date they read it and the volume it applies to, they are quoting one cell of a table. Here is the whole table.

Every estimate on page one, with its date

Search "vwo pricing" and the first page is VWO's own no-price page followed by nine articles that each answer with a different number. They are not all wrong. They were written in different years, about different VWO products, on different meters. Here they are with the date each page declares, oldest at the bottom.

Read down the date column and the disagreement mostly resolves itself. Growth Method's "$99 to $467 a month" and "free up to 50K" are labelled by the page itself as correct as of March 2023, when the free Starter plan was two months old and the meter was still "tested visitors". Eppo's figures are June 2024, FigPii's December 2024. Personizely's per-product ranges are December 2025 and still list Starter at $0. By January 2026 ExperimentHQ has stopped quoting a monthly price at all. By May 2026 mida.so is reporting a checkout with no free tier and a $665 Growth entry at 100K.

Two page-one figures are not in the table. TrustRadius, credited in the search snippet with "starting at $49", returned HTTP 403 to my fetch, as did G2, so neither is cited. GetApp's VWO Testing page, updated August 2026, prints "No pricing info" against all three plans; its only numbers are in a user review that remembers "$49/months a few years ago" and complains about a $299 minimum now. One review is not a price list, but it agrees with the table: the floor moved up, and recently.

What VWO itself publishes

Precisely, on September 3, 2026, across every VWO surface I could reach:

1. vwo.com/pricing. Three plans, feature lists per plan (reproduced below), "Schedule a Demo" on all three, "Explore for Free" under Growth, and "Usage-Based Billing" listed as a reason to choose VWO. No dollar figure. No monthly-versus-annual toggle. No MTU tiers.
2. vwo.com/plans. The same three plans and the same absence of a number.
3. vwo.com/free-trial. Thirty days, "No credit card required", no feature restrictions, unlimited team members. VWO's trial FAQ, last updated April 27, 2026, adds that the account is deleted after 45 days of inactivity if you do not subscribe, and answers "Does VWO offer free plans?" with "No, VWO does not offer free plans."
4. The help center. help.vwo.com now redirects with a 301 to help.wingify.com, Wingify being VWO's parent company, and the articles have been renamed accordingly ("Upgrading Your Wingify Plan"). That article states, verbatim, "The Upgrade page displays pricing for each Wingify product based on Monthly Tracked Users (MTUs)." So a price list exists. It is inside the product, behind an account, and it is per product and per MTU band, which is why every third-party figure above comes with a volume attached.
5. The Shopify App Store. apps.shopify.com/vwo, launched March 1, 2024, is "Free to install", "Requires a subscription to VWO", links out to vwo.com/pricing for "all pricing options", and has zero reviews.

That is the whole of it. The only price VWO puts in writing is the one you see after creating an account, which is how mida.so and Hack'celeration got their 2026 figures. Optimizely does the same, and our Optimizely pricing page takes the same approach. Any article quoting "VWO's published pricing" is reading a checkout screen or repeating someone who did.

The plan ladder: Growth, Pro, Enterprise

Here is what each plan unlocks, read off the vwo.com/pricing cards on September 3, 2026. "Not listed" means the feature does not appear on that plan's card; VWO's cards are cumulative, so Pro includes everything on Growth and Enterprise includes everything on Pro.

Three rows matter more than the rest for a merchant. Multivariate testing and guardrail metrics start on Pro, so if you want to test two page elements at once or have VWO watch revenue per visitor while you test a headline, Growth is not the plan. Workspaces and domains are one each on Growth, which means a brand with a US store and a UK store on separate domains is on Pro before it has run a test. And version history on Growth is the last three versions only, a limit that sounds trivial until a test breaks and you need the fourth.

The help center adds the capacity fact the pricing page leaves out. "Upgrading Your Wingify Plan", updated August 5, 2026, says Growth "allows you to consume a maximum MTU of 250K500K", which reads like two figures run together and is quoted as printed, Pro "a maximum of 12 million", and beyond 12 million is Enterprise. So the ladder is also a volume ladder: Growth to the low hundreds of thousands of tracked users, Pro to twelve million, Enterprise beyond.

MTU, the meter everything is priced on

Every VWO figure in this article comes with a number of monthly tracked users attached, and the reason is that MTU is what VWO bills on. It is not pageviews, not sessions and not site visitors, and the difference decides what you pay.

VWO's help center, in the article "Upgrading Your Wingify Plan", defines it in one sentence:

"A Monthly Tracked User (MTU) is a unique visitor who becomes part of at least one campaign in a given billing month."

The companion article, "Visitor Counting Logic", updated September 1, 2026, spells out the three rules that follow from that. First, a visitor is counted once per billing month however many campaigns they enter: "if three tests are running on your website and a visitor becomes part of all three tests in the same month, then the visitor quota consumed is counted as one." Second, MTUs are, in the help center's own emphasis, "not the same as your platform traffic": a visitor who never lands on a page with a running campaign consumes nothing. Third, "Any unused quota expires at the end of your current billing cycle." A visitor in a cross-domain campaign counts once regardless of how many domains are involved.

For a Shopify store: run one test on the product page and only shoppers who reach a product page count. Run a sitewide personalization or a homepage heatmap and nearly every unique visitor counts, once. A customer who visits four times in a month is one MTU. And a quiet month banks nothing for a busy one: Black Friday is measured against November's quota, and October's leftover is gone.

The help center's billing page shows the meter from inside, "MTU Consumed", with the worked example "0 of 120K since Nov 9, 2024". That 120K is a plan quota, the number the checkout prices against. "How much is VWO" has no answer without "at how many tracked users", so the next section is a table.

What it costs at 10K, 50K, 100K and 500K tracked users

Four traffic tiers that bracket most Shopify stores, and for each the only figures anyone has published, with the source and date. Where no page publishes a figure, the cell says so rather than guessing. Annual totals in the last column are either printed by the source named or are my arithmetic, twelve times the monthly figure, and are labelled.

At 10,000 tracked users the sources agree more than anywhere else. Three pages spanning June 2024 to February 2026 land on $314 a month billed annually for VWO Testing at 10K MTU, and FigPii's December 2024 reading is $198. The $2,376 to $3,768 a year in the table is my multiplication of those endpoints. A store this size is a small store, paying VWO roughly what it pays Shopify.

At 50,000 nobody has published a clean figure since the free Starter plan, which covered exactly this volume, was sunset. UXtweak's January 2026 page prints VWO Testing at 50K visitors as "$0 to $1,581 per month", a range whose bottom is the dead free plan and whose top is an Enterprise quote. Personizely's December 2025 article puts 50K to 250K MTU in a "$200 to $500 a month" Growth band. Between the 10K cluster and mida.so's 100K figure, 50K should sit between $314 and $665 a month billed annually. That is an interpolation, labelled as one.

At 100,000 there is one 2026 source and it is the good one. mida.so's May 19, 2026 article reports, from VWO's in-app checkout, Growth at $665 a month billed annually ($7,980 a year, its figure) or $798 billed monthly, and Pro at $1,336 a month billed annually ($16,032 a year, its figure). Hack'celeration's 2026 review repeats both. A Shopify store doing 100,000 tracked users is a real business, and VWO Growth at that volume is $7,980 a year before Insights, Personalize or any other product is added.

At 500,000 no third-party page publishes a number, and I will not invent one. VWO's help center places the Growth ceiling in the hundreds of thousands of MTU and Pro's at 12 million, so a 500K store is at the top of Growth or on Pro, and Pro at 100K is already $1,336 a month. Vendr's median signed contract of $16,330 a year, and the $18,086 median UXtweak cites from an earlier Vendr dataset, are the only anchors for what stores that size pay. Above 500K, the demo call is the price list.

The Starter free plan: gone

Half the results for "vwo free plan" describe a permanent free tier. It existed, and it does not now.

VWO announced the Starter plan on January 22, 2023, in a blog post titled "Launching a Free Plan for VWO Testing, a Better Google Optimize", timed to Google's retirement of Optimize. It was free "for up to 50k tested visitors a month". Every third-party article that quotes a free VWO plan is quoting that launch: Growth Method's page describes it in the present tense while declaring itself correct as of March 2023, Eppo's June 2024 page has it at 10,000 MTUs, and Personizely's December 2025 page still lists "Starter $0 (up to 50K MTU)".

The same 2023 launch post now carries a banner at the top, which I read on September 3, 2026:

"The Starter Plan has been sunset. Full-access 30-day free trial of VWO is still available."

VWO's trial FAQ, updated April 27, 2026, is blunter: "No, VWO does not offer free plans." mida.so's May 2026 article adds the transition detail: existing Starter accounts still showed "Starter, Free" as their active subscription but had been emailed that the plan would end, and new sign-ups get the 30-day trial and nothing permanent. The help center's subscription article still mentions Starter in its navigation, the last trace of it.

So if you search "vwo starter plan" hoping to test for free on a small store, that door closed in 2026. What is left is a 30-day trial with everything unlocked and no card, then a plan priced per MTU or an account deleted after 45 days of inactivity. For a store under 50,000 visitors a month that used to be VWO's free customer, the entry price is now the 10K cluster above, roughly $200 to $314 a month billed annually, or a cheaper tool.

Annual versus monthly

VWO publishes neither term, so the evidence is second hand, and it points one way. Every third-party monthly figure in the table above, from Eppo in 2024 to mida.so in 2026, carries the qualifier "billed annually". mida.so is the only source to report both terms side by side, and its numbers put Growth at 100K MTU at $665 a month on an annual contract and $798 a month billed monthly, which is a 20% premium for the right to cancel. ExperimentHQ's January 2026 article states that "most plans require annual commitment" with "no month-to-month option", which may have been true of the plans it looked at and is contradicted, for Growth at least, by mida.so's checkout reading four months later.

VWO's help center refers to a "Billing Frequency" field on the subscription page, with monthly and quarterly as examples, without saying which frequencies each plan offers. The safe budgeting assumption is the one every source makes: the headline monthly number is an annual contract divided by twelve, the real invoice is the annual total, and month-to-month, where it exists, costs about a fifth more. On mida.so's figures that is $7,980 up front for Growth at 100K, or $9,576 across the year paid monthly, the second number being my arithmetic on mida.so's $798.

What a Shopify store actually gets

The Shopify App Store listing changes nothing about the price. apps.shopify.com/vwo is "Free to install" and "Requires a subscription to VWO", and its pricing section is a link back to vwo.com/pricing, so a merchant installing from the App Store pays exactly the MTU-priced plan described above, on VWO's terms, not Shopify's 30-day billing. The listing launched March 1, 2024 and has zero reviews as of today, which is a fair indication of how many Shopify merchants come to VWO through that door.

The app deploys VWO's SmartCode across the storefront, minus checkout and order pages, so you do not paste it into theme.liquid yourself. It does not make VWO server-side: the split still happens in the shopper's browser, with the flicker and speed cost that implies. We cover that, and who VWO fits, in VWO for Shopify: is it worth it. The short version is that VWO is built for multi-property brands with an experimentation team, and its pricing assumes the same. At 100,000 tracked users, Growth alone is $7,980 a year on mida.so's figures, and the Insights product that gives you heatmaps and recordings is a separate line on the same MTU meter.

The cheaper Shopify ladder

For comparison, here is what the Shopify-native testing tools publish, every figure read off the Shopify App Store listing or the vendor's pricing page on September 3, 2026. Unlike VWO, all four print a price, and three of the four are billed every 30 days through Shopify with a 14-day trial.

Shopify Rollouts is Shopify's own server-side split, found under Markets in the admin. The Help Center's requirement is one sentence: "Your store must be on the Grow plan or higher to run experiments." There is no add-on fee mentioned anywhere in the Rollouts documentation, so the cost is the Grow plan you may already be on. It splits a theme, checkout or accounts change by visitor percentage and reports the numbers; it does not call a winner for you. Our Rollouts guide covers what it can and cannot test.

Intelligems on the App Store today starts at Smart Content, $69 a month or $660 a year, for landing page, theme and content testing, and tops out at Unlimited, $349 a month or $3,468 a year, where the listing puts Smart Pricing, shipping, checkout and post-purchase testing. The two middle tiers are $112.10 a month each. Rated 4.8 from 189 reviews. The vendor's own site has shown a different, order-volume ladder, the subject of our Intelligems pricing breakdown.

ABConvert meters on test orders rather than visitors. Starter is $99 a month, or $74 on the annual plan per abconvert.io/pricing, for 1,000 test orders. Price testing starts on Growth at $199 a month ($149 annual) with 5,000 test orders; Scale is $399 and Pro $599. Rated 4.6 from 83 reviews.

Shoplift is the closest in spirit to VWO on Shopify, a template and theme tester with a Bayesian significance engine. Core is $99 a month or $888 a year, Advanced $399 or $3,588 with price testing in beta, and Pro $999 or $8,388 with a dedicated success manager. Rated 4.9 from 134 reviews. We compare it with Intelligems in Shoplift vs Intelligems.

Put the two ladders side by side and the gap is the point. Shoplift's most expensive plan, $8,388 a year, is roughly VWO Growth at 100K MTU on mida.so's figure, $7,980, and Shoplift's number includes a dedicated manager. Intelligems' top tier, $3,468 a year, is under half of it. None of these tools has VWO's multivariate engine, its personalization product or its ability to run one test across a dozen domains. For a single Shopify store, none of that is what you are paying for.

Verdict

VWO's pricing is not hidden because it is embarrassing. It is hidden because it is a per-product, per-MTU-band grid that only makes sense once a salesperson knows your traffic and which of eight products you want, and the buyers VWO is built for expect a quote. The problem is everyone else, who arrives from Google, finds no number, and lands on one of nine articles quoting a price from a different year without saying so.

With the dates in place, the picture is consistent. VWO Testing enters around $200 to $314 a month, billed annually, at 10,000 tracked users; $665 for Growth and $1,336 for Pro at 100,000, on the only 2026 reading of VWO's checkout; signed contracts in the mid teens of thousands a year. The free Starter plan was sunset in 2026 and replaced by a 30-day trial. Month-to-month exists for at least some plans at about a 20% premium.

For a Shopify merchant, the decision is simpler than the pricing. If you run several storefronts on separate domains, employ someone whose job is experimentation, and will use multivariate tests and personalization, VWO is a serious platform and its price at your volume is a demo call away. Take the 30-day trial first; it is the one generous term in the structure. If you run one store and want to test a product page, a price or a shipping threshold, the Shopify ladder above does that for between nothing and $349 a month, on 30-day billing, with the number printed. The traffic that would justify VWO's price is the traffic that lets any cheaper tool reach a clean result, and below it, the constraint was never the tool.

Disclosure. We are building StorePilot, a CRO tool for Shopify. It is not on the Shopify App Store and cannot be installed on a live store yet, so this page has nothing to sell you today. VWO is a mature experimentation platform, and if your store is the size it is built for, nothing we could offer replaces it.

Questions merchants keep asking

How much does VWO cost?

VWO does not publish a price. As of September 3, 2026, vwo.com/pricing lists Growth, Pro and Enterprise behind "Schedule a Demo" buttons and no dollar figure. The most recent third-party figure is mida.so's, read from VWO's in-app checkout in May 2026: Growth $665 a month billed annually, or $798 billed monthly, at 100,000 monthly tracked users, and Pro $1,336 a month billed annually at the same volume. Vendr's February 2026 data puts the median VWO contract at $16,330 a year across 102 purchases.

Does VWO have a free plan?

Not any more. VWO's free-trial FAQ, last updated April 27, 2026, answers "No, VWO does not offer free plans." What VWO offers is a 30-day trial with every feature unlocked and no credit card. The permanent free tier older articles describe was the Starter plan, and VWO has sunset it.

What happened to the VWO Starter plan?

VWO launched a free Starter plan for VWO Testing in January 2023, capped at 50,000 tested visitors a month, as a Google Optimize replacement. That VWO blog post now carries a banner: "The Starter Plan has been sunset. Full-access 30-day free trial of VWO is still available." Existing Starter accounts were emailed that the plan would end, per mida.so's May 2026 write-up, and new sign-ups get the 30-day trial only.

What does MTU mean in VWO pricing?

MTU stands for Monthly Tracked Users. VWO's help center defines one as "a unique visitor who becomes part of at least one campaign in a given billing month." A visitor counts once per billing month however many tests they enter, so a shopper in three running tests consumes one MTU. The help center is explicit that MTUs are not the same as site traffic: a visitor who never enters a campaign is not counted. Unused quota expires at the end of the billing cycle.

How long is the VWO free trial, and does it need a credit card?

Thirty days, no credit card. vwo.com/free-trial states no feature restrictions and unlimited team members, and VWO's trial FAQ says you can use VWO "with all features and capabilities for 30 days." If you do not subscribe, the account is deleted after 45 days of inactivity; you can export data before then.

What is the minimum VWO price?

VWO does not publish one. The lowest page-one figures cluster at $198 to $314 a month, billed annually, for VWO Testing at 10,000 monthly tracked users: FigPii read $198 in December 2024, Eppo $314 in June 2024, and Vendr's February 2026 guide says approximately $314. Twelve times those is $2,376 to $3,768 a year, my arithmetic, not VWO's. An undated GetApp review complains the minimum is now $299 a month against $49 a few years ago; treat that as one user's account, not a price list.

Is VWO billed monthly or annually?

Both appear to exist, at different prices. mida.so, reading VWO's checkout in May 2026, reports Growth at $665 a month billed annually and $798 billed monthly, a 20% premium for month to month. ExperimentHQ's January 2026 article says most plans require annual commitment. VWO's help center mentions a "Billing Frequency" field but does not publish the options. Annual is the default; monthly, where offered, costs more.

How much does VWO cost for a Shopify store?

The same as for any site. VWO's Shopify App Store listing is "Free to install" and "Requires a subscription to VWO," with pricing routed to vwo.com, and it has zero reviews as of September 3, 2026. On the third-party figures, a store doing 100,000 tracked users a month is looking at $665 to $1,336 a month billed annually. For comparison, Shoplift Pro is $999 a month, Intelligems Unlimited $349, ABConvert Pro $599, and Shopify Rollouts has no add-on fee on the Grow plan or higher.

VWO vs Optimizely: which costs more?

Neither publishes a price, so the comparison is between third-party contract data. Vendr's median VWO contract is $16,330 a year, and VWO still has a self-serve checkout at the bottom of its ladder, where Optimizely Web Experimentation enters through an enterprise contract. Our Optimizely pricing breakdown walks through its numbers with the same dating discipline as this page.

What does 100,000 MTU cost on VWO?

Per mida.so's May 2026 reading of VWO's checkout, Growth is $665 a month billed annually ($7,980 a year, mida.so's figure) and Pro is $1,336 a month billed annually ($16,032 a year). Those are the only page-one figures that name 100K MTU and a 2026 date. VWO itself publishes nothing at any volume.

A note on sources. Every VWO statement here was read off a live response from vwo.com/pricing, vwo.com/plans, vwo.com/free-trial, two vwo.com blog posts, three help.wingify.com articles (where help.vwo.com now redirects) or apps.shopify.com/vwo on September 3, 2026. Every dollar figure is attributed inline to the third-party page that published it, with that page's own date, because VWO publishes none. TrustRadius and G2 returned HTTP 403 and are not cited. Shopify-native prices come from the App Store listings for Shoplift, Intelligems and ABConvert, abconvert.io/pricing, and the Shopify Help Center's Rollouts pages, same day. Annual totals marked as my arithmetic are twelve times a sourced monthly figure. Prices change; re-check before you buy.