Experimentation & feature flags · Wingify

VWO

Long-running web experimentation and personalization platform, using a Bayesian stats engine, now merging with AB Tasty under the Wingify brand.

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VWO offers A/B, split-URL, and multivariate testing plus web personalization and behavior analytics, built around SmartStats, a Bayesian statistics engine using Beta-Binomial models with non-informative priors and Monte Carlo sampling for revenue metrics. SmartStats reports the probability a variation beats the baseline rather than a p-value, includes a loss-based decision framework, and can define a Region of Practical Equivalence to ignore trivially small uplifts. In January 2026, parent company Wingify (backed by Everstone) acquired competitor AB Tasty, and in September 2026 the two products were unified under a single "Wingify" brand and platform spanning experimentation, personalization, analytics, feature management, commerce, and customer engagement; legacy VWO logins remain available during the transition. Deployment is cloud-hosted, client- and server-side.

At a glance

Vendor Wingify
Pricing model Quote only
Free tier —
Deployment Cloud
Open source No
Best for Teams wanting Bayesian-first test reporting ("probability to win") over p-value-based results.

Pricing

Tiered plans (Growth, Pro, Enterprise) for Experimentation & Rollout and Personalization under the unified Wingify pricing page; no list prices shown, contact sales.

Checked on the vendor's own page on September 21, 2026: no prices are published. Expect to be quoted.

Features

  • A/B, split-URL, and multivariate testing
  • SmartStats: Bayesian engine with sequential monitoring
  • Region of Practical Equivalence to filter trivial uplifts
  • Web personalization
  • Behavior analytics and session recording
  • Now unified with AB Tasty under the Wingify platform

Integrations

Profile last reviewed September 21, 2026

Head to head

Alternatives

AB Tasty French web experimentation and personalization platform defaulting to Bayesian reporting, now merged with VWO under the Wingify brand. Optimizely One of the original A/B testing platforms, now the experimentation module of a broader digital-experience suite (CMS, commerce, personalization). Kameleoon Web experimentation and feature-management platform supporting frequentist, sequential, and Bayesian analysis side by side.

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Terms to know

A/B testing A controlled experiment that compares two variants to measure which one produces a better outcome. Statistical significance A threshold judgment that an observed effect is unlikely to be due to chance alone, given the data and test used. Confidence interval A range calculated from sample data that, under repeated sampling, would contain the true value a stated percentage of the time. Multivariate testing (MVT) An experiment that varies several page or product elements at once, to measure each element's individual effect and how elements interact. P-value The probability of observing data at least as extreme as the result, if the null hypothesis were actually true.

Related guides

How to choose an experimentation and feature-flag platform Pick by where your experiment data comes from — flag telemetry or your own warehouse — and which statistical engine your team trusts, not feature count. How to set up an experimentation program From your first A/B test to a durable program — the plumbing, the statistics rules, the review ritual, and the tools that support each stage.