Looking for an AB Tasty alternative?
AB Tasty does not publish pricing. Figures on this page reference third party estimates, marked as such. Checked on 6 September 2026. AB Tasty and VWO have merged and both platforms now sit under one brand, Wingify; rebrand details checked on vwo.com on 6 September 2026.
AB Tasty is a good platform. People rarely leave it because it is broken. They leave because the pricing is quote only, because it is more platform than a focused testing team needs, or because they want experiments defined in code. Since June 2026 there is one more thing to know, and most comparison pages have not caught up with it: AB Tasty and VWO are now the same company. Here is an honest look at whether ABTestly fits.
A note before you read on: we make ABTestly, so this is our comparison, not a neutral review. We have tried to keep every claim checkable, to source every AB Tasty number to a named third party, and to be straight about where AB Tasty is the better choice.
AB Tasty and VWO are the same company now
The combination was announced in January 2026, led by Everstone Capital, which was already VWO's majority shareholder. Neither company has published a completion announcement, though the January release promised one, so strictly speaking the closing is evidenced rather than stated: both now write about the merger in the past tense and the brand cutover has actually happened. VWO's product update puts it plainly: following the merger of VWO and AB Tasty, both platforms are coming together under a single unified brand, Wingify. The cutover was 13 June 2026 at 11:00 PM PDT.
What has actually moved, and what has not. The cutover so far is on the VWO side: app.vwo.com now serves the Wingify application and developers.vwo.com redirects to developers.wingify.com. Two details worth having, because both are easy to get wrong. help.vwo.com has not moved; it still answers on its own host, with help.wingify.com running alongside it. And AB Tasty's own domains are all still AB Tasty, including its login and its documentation. AB Tasty has said in writing that it is moving under the shared Wingify brand and that the two suites are expected to converge over the coming quarters, while each still works as its own product for now. So ask your account manager what changes for your login and your tag, and on what timetable, rather than assuming it mirrors the VWO side. What VWO does state, for its own customers, is that nothing operational broke: the tag does not need replacing, campaigns and flags keep running, historical reports survive, and logins, contracts, pricing, billing terms, API endpoints and CSP directives are all unchanged. We are not going to invent a horror story out of a rebrand. There is a real thing to weigh, though, and it is not sabotage. Both companies say existing contracts, pricing and service levels carry over untouched, and both also say the two suites are expected to fully converge over the coming quarters. Those statements sit together comfortably for a customer on a one year term. If you are signing a three year AB Tasty contract this month, you are buying into a product surface its own vendor has said will merge into another one, and that is worth raising with them while you still have leverage rather than after.
What it does change is your shortlist. AB Tasty and VWO were the two products most teams put beside each other. They are now built and sold by one company, so a bake off between them is a bake off inside one vendor's portfolio. If both are on your list, read the VWO alternative page as well. It is a fair thing for a merged company to do, and it is still worth knowing before you shortlist.
Why people go looking
Three reasons come up again and again.
The pricing is quote only. AB Tasty publishes no public list price. It is sold by quote, priced on traffic or sessions, and tiered. For a small team evaluating tools, that is a sales conversation before the first comparison.
The cost is enterprise shaped. Because there is no list price, the only number that means anything is the one on your own quote. Read it against the modules it actually includes and the traffic allowance you actually use: if your team runs client side A/B tests on a website, much of that platform is paid for and unused, and that is the comparison to bring to a renewal.
AB Tasty publishes no price, so every figure here comes from somewhere else and is labelled as such. The most checkable one is not an estimate at all. The University of Exeter awarded AB Tasty LTD a web optimisation platform contract worth £219,800 excluding VAT, published in the UK Find a Tender record, with a scope covering personalization as well as experimentation. That is a total contract value rather than an annual one, and we are not going to divide it into a yearly figure for you, because the notices for this procurement do not agree clearly enough on the term to make that division safe. One buyer at one size is not a list price either. It is simply the one AB Tasty number that exists in public as a signed fact rather than an estimate. Vendr's marketplace listing puts the median at $66,500 a year, with markers at $37,191 and $70,785. Read that band loosely: Vendr does not say what percentile those markers are, publishes no sample size for AB Tasty, and calls the same $66,500 a median in one place and an average contract value in another. Its segment bands are the more useful part, at roughly $15,000 to $45,000 a year for 50,000 to 250,000 monthly sessions, $40,000 to $90,000 up to a million, and $80,000 to $150,000 or more for the full platform with feature management and server side, plus $5,000 to $20,000 of onboarding. Analysis updated February 2026, read on 6 September 2026.
A vendor mid consolidation. Two platforms with heavily overlapping feature sets now sit under one brand. Whether that is reassuring or a reason to ask hard questions at renewal is your call. Ask which product your roadmap items land in, and ask it before you sign, not after.
What ABTestly does differently
ABTestly is focused, code first A/B testing. Experiment configuration is served from Cloudflare's network in 300 cities; bucketing and variation application run in the visitor's browser. The statistics are shown in full.
- Pricing published on one page. Starter $99 / mo, Pro $249 / mo (or $199 / mo annual) for 200,000 MTU, Business $549 / mo, Enterprise custom pricing. 20% off annual. No talk to sales for the first three.
- A snippet built to stay out of your way. The full runtime is about 31 KB gzipped, behind a loader of a few lines, config served from the edge with no origin round trip. Anti flicker is one checkbox when you copy the snippet, off by default.
- Variations authored as code in Monaco. The JavaScript and CSS are explicit, reviewable, and yours to copy into version control. Experiment configuration stays in the ABTestly dashboard.
- Three statistics engines available. Frequentist on every plan. Sequential and Bayesian on Pro, applied to both conversion and revenue. No separate add on to unlock either one.
- Statistics you can audit. Every lift ships with a confidence or credible interval, depending on the method. A built in sample ratio check flags broken splits. The method details are public in our docs.
- No automatic overage charges. Notified at 80% and 100% of your MTU limit. You get an email, not an invoice.
AB Tasty vs ABTestly, feature by feature
The head to head. Where AB Tasty publishes nothing, this table says so rather than guessing.
| AB Tasty | ABTestly | |
|---|---|---|
| Ownership | Merged with VWO; both platforms moved under the Wingify brand on 13 June 2026. Combination announced January 2026, supported by Everstone Capital | Independent, single focused product |
| Pricing model | No public list price. Quote only, priced by traffic or sessions, annual contract | Published flat pricing: Starter $99 / mo, Pro $249 / mo ($199 annual) for 200,000 MTU, Business $549 / mo, Enterprise custom pricing. 20% off annual |
| Pricing transparency | No published price and no named tiers. Their pricing page says "No fixed plans" and prices on traffic or monthly active users, by module. A demo is not compulsory to discuss it, but there is no self serve number to read | Every tier and price on the pricing page, no call required |
| Evaluating it | No free trial and no free tier. AB Tasty offers a proof of concept instead, usually one to two weeks, arranged with their team. There is no self serve signup | A 14 day free trial on monthly plans. A card is required at signup and nothing is charged until day 15 |
| Editor | Mature visual editor plus code | Monaco code editor. JSON configs. No visual editor |
| Statistics transparency | Shows results with documented statistical methods and an automated experiment health check | Sample size and the uncertainty measure for its method on every result, a confidence or credible interval, no winner before the method's decision threshold is met, SRM guard. Method details on docs.abtestly.com |
| Statistics methods | Bayesian by default: beta distributions with a Monte Carlo estimate of relative gain, reported as a chance to win with a 95 percent interval, and the Mann Whitney U test for transaction value. A Bonferroni correction applies automatically once there is more than one variation, and their own docs note it adjusts the chance to win but not the interval. A frequentist mode exists, but your CSM has to switch it on and AB Tasty advises against using it | Frequentist, Sequential, and Bayesian, chosen per experiment (Sequential and Bayesian on Pro). Applied to conversion and revenue |
| Sample ratio guard | Sequential SRM detection at a 0.01 threshold, documented but currently an early adopters programme you have to ask your CSM to enable | Chi square SRM check flagged on the results panel |
| Test types | A/B, multivariate, and personalization campaigns | A/B testing with multiple variants and split URL tests. No multivariate, full stack or feature flag experimentation |
| Personalization and AI | Yes. AI driven personalization and experience optimization across the suite | No personalization. Signals, the optional AI CRO audit layer, scans pages for test opportunities but does not serve personalized experiences |
| Heatmaps | Session recordings and heatmaps available as part of the platform | Experiment heatmaps are included with Pro and Business; the Signals add on brings them to Starter and reads that behaviour as evidence in its hypotheses. No session recordings |
| Delivery | Tag based, global CDN | Cloudflare edge, 300 cities, config served without an origin round trip |
| Snippet | Tag based. Anti flicker available. Size not published | ~31 KB gzipped runtime, loader under 1.5 KB, anti flicker opt in |
| Integrations | Wide catalog of enterprise integrations | Writes an exposure event with the experiment and variant to your data layer; your GA4 or GTM setup forwards it |
| Migration | No published tool to export experiments to another platform | We help you port live tests. Email [email protected]. No self serve AB Tasty importer yet |
| Overage handling | Contract based, negotiated at renewal | No automatic overage charges. Notified at 80% and 100% of your monthly limit |
| Support | Email, chat, and enterprise support with account management | Email. Priority email on Pro and up |
| Compliance | Established enterprise vendor with a formal security and compliance program | GDPR conscious with consent deferred mode documented. No published certifications yet |
| AI CRO audits | Evi, an AI marketing agent for hypothesis generation and reporting insights | Signals scans pages with AI, surfaces test ideas with evidence, and links directly to experiment creation. Optional paid add on, free while in Beta |
| Revenue metrics | Revenue goals in reporting | Revenue per visitor with outlier control (Starter and up). Applied across all three statistics engines. Docs |
| Speed guardrails | Not a listed feature | Shows per variant, per device p75 LCP and warns when a variant is meaningfully worse than the baseline (Pro and up). Docs |
| Mutual exclusion | Not a listed feature | Mutual Exclusion Groups with holdout cells, so experiments in a group never share a visitor and a slice of traffic stays out of all of them (Business and up). Docs |
| Business impact | Not a listed feature | Projected business impact summary based on observed lift and current traffic on the results panel (Business and up). Docs |
| Refunds | Annual contract. No public money back terms | 30 day money back guarantee on your first paid month. Data preserved on downgrade |
AB Tasty does not publish list pricing; pricing is set per contract on traffic, domains, modules and scope. ABTestly prices are billed via Paddle as merchant of record; applicable tax is handled at checkout.
Where each one wins
Where AB Tasty genuinely wins
- AI driven personalization. Segment targeting and experience optimization across the funnel. ABTestly does not offer personalization.
- The visual editor. A page owner can build and QA a variant without a developer. ABTestly has no visual editor.
- Enterprise breadth and support. Established vendor with account management, a wide integration catalog, and a formal compliance program.
- Campaign surface. Multivariate and personalization campaigns and a large feature footprint beyond A/B and split URL tests.
- Scale and backing. An established enterprise vendor, larger again since the merger with VWO under the Wingify brand.
Where ABTestly is better
- Published flat pricing. Pro is $249 / mo, or $199 / mo annual, for 200,000 MTU, against AB Tasty's quote only model.
- Code first workflow. Variants are authored as explicit JavaScript and CSS in Monaco, with linting, a diff of your edits before you save, and a history of every saved version of each variant's code that you can compare and restore from. The code is yours to copy into your own version control.
- Transparent statistics. Sample size and the uncertainty measure for its method on every result, a confidence or credible interval, no winner before the method's decision threshold is met, and an SRM guard. Frequentist, Sequential, and Bayesian, chosen per experiment, Sequential and Bayesian on Pro.
- Edge delivery. Experiment configuration is served from Cloudflare's edge in 300 cities; bucketing and variation application run in the visitor's browser. Anti flicker is opt in when you need pre paint delivery.
- Snippet footprint stated up front. ~31 KB gzipped runtime, loader under 1.5 KB. Published so you can hold us to it.
- Signals AI audits. The optional Signals add on scans any page, surfaces test hypotheses backed by evidence, and links each idea directly to experiment creation. Free while in Beta.
- Revenue analysis and business impact. Revenue per visitor with outlier control (Starter and up) across all three engines, plus a projected business impact summary based on observed lift and current traffic (Business). Methodology documented.
- Speed guardrails. Shows per variant, per device p75 LCP and warns when a variant is meaningfully worse than the baseline (Pro and up).
- Mutual Exclusion Groups. Experiments in a group never share a visitor, and a holdout cell keeps a slice of traffic out of every experiment in the group (Business and up). Changing the group's membership reshuffles assignment, so the holdout is a control within one generation of the group, not a persistent program level holdout.
- One vendor, one product. Nothing to consolidate, and no question about which of two overlapping platforms your roadmap request lands in.
- Start today. Self serve signup instead of a quote, plus a 30 day money back guarantee on your first paid month.
The price gap, in short
AB Tasty is quote only. It does not publish a list price, and pricing is set per contract on traffic or monthly users, domains, modules, and implementation scope, on an annual term. So the comparison that actually decides anything is your own AB Tasty quote, the modules it includes, and the traffic allowance you are paying for, set against the corresponding ABTestly plan. Ask for that quote before you read any dollar figure attributed to AB Tasty, including ours.
ABTestly publishes every tier in the open. Pro is $249 / mo, or $199 / mo billed annually, for 200,000 tracked users with unlimited experiments. Below that sits Starter at $99 / mo for 50,000 tracked users. Above it, Business is $549 / mo for 500,000, and Enterprise is custom pricing, sized to your volumes. Annual billing is 20% off, and there are no automatic overage charges. See our pricing.
ABTestly prices are billed via Paddle as merchant of record; applicable tax is handled at checkout. AB Tasty publishes no list price; the third party estimates above may not reflect a current quote.
Which should you pick?
Pick AB Tasty if your program needs AI driven personalization, a visual editor your marketers own, or the breadth and support of an enterprise suite, and a quote based annual contract is acceptable.
Pick ABTestly if your experiments are built by people who write code, your stack reports into GA4, and you want a published price at $249 / mo, or $199 / mo billed annually, for 200,000 tracked users. The Signals add on gives you AI powered page audits, and the sample size calculator helps you plan before you launch.
Genuinely unsure? Start a free trial and see whether a code first workflow feels right. There is no self serve importer from AB Tasty yet, so email [email protected] and we will help you port your live tests.
See it in an afternoon
You can validate the tool without a quote or a sales conversation. Drop the snippet on one page, define one variant, and watch the events land in your dashboard. If you want to check it beside what you already run, make the split once, upstream of both tools, so no visitor lands in both; ABTestly's exclusion groups coordinate experiments inside ABTestly, so no ABTestly setting can decide what AB Tasty buckets. Two tools will not line up to the decimal, so treat that as a plumbing check rather than a scoreboard. If you would rather not start from scratch, send us one experiment that is live in AB Tasty today and we will rebuild it in ABTestly with you, free, and without a login to your AB Tasty account. That offer is on the Switch one experiment page. When you are ready to move a whole programme, email [email protected] and we will help.
Quick answers
Are AB Tasty and VWO the same company now?
Yes. The combination was announced in January 2026, supported by Everstone Capital, and VWO's product update states that following the merger both platforms are coming together under a single unified brand, Wingify, with a cutover on 13 June 2026. The published domain moves so far are on the VWO side, so ask AB Tasty what changes for your own login and tag. If both products are on your shortlist, read the VWO alternative page as well.
Why do teams look for an AB Tasty alternative?
Quote only pricing that takes a sales call to see, an enterprise platform that is broader than a focused testing team needs, and a preference for defining experiments in code rather than in a visual editor. Since the merger with VWO there is also a consolidation question worth asking at renewal.
How much does AB Tasty cost versus ABTestly?
AB Tasty publishes no public list price; it is quote only and priced on traffic or monthly users, domains, modules, and scope. ABTestly publishes one flat price: Pro is $249 / mo, or $199 / mo billed annually, for 200,000 monthly tracked users. The comparison to make is your own AB Tasty quote, its included modules, and your measured traffic allowance, against the corresponding ABTestly plan.
AB Tasty publishes no price. The one figure you can check rather than take on trust is a signed public contract: the University of Exeter awarded AB Tasty LTD £219,800 excluding VAT for a web optimisation platform, published in the UK Find a Tender record. That is the total contract value, not an annual one. Vendr separately puts the median at $66,500 a year, though it publishes no sample size and does not say what percentile its $37,191 and $70,785 markers represent. Read on 6 September 2026.
Does ABTestly have a visual editor and personalization like AB Tasty?
No. ABTestly is code first: experiments are defined in JSON and variants are written in Monaco, and there is no visual editor or AI personalization. AB Tasty's mature visual editor and AI driven personalization and experience optimization serve teams that need those better today.
Is there a migration guide from AB Tasty to ABTestly?
Not a self serve one yet. Email [email protected] and we will help you port your live tests. To check the tracking before you commit, make the split once outside both tools on a stable visitor id, give each tool only its own group, and confirm the split in both dashboards. ABTestly's exclusion groups coordinate experiments inside ABTestly, so no ABTestly setting can decide what AB Tasty buckets. A no change ABTestly experiment does prove ingestion, but a bucketed visitor still counts as a tracked user and the run still writes experiment records. Confirm eligibility, consent, exposure, and goals. Do not run the same live test in both tools at once.
Can I try ABTestly without a quote or sales call?
Yes. Start with a 14 day free trial on monthly plans. A card is required at signup, and nothing is charged until day 15. Current plans and limits are on the pricing page.
Sources checked
AB Tasty details checked on 6 September 2026, merger and rebrand details the same day. AB Tasty documents its statistics, sample ratio monitoring, and an experiment health check; the primary sources are linked below, not our paraphrase of them. Prices and product behaviour change, so verify before you rely on a number.
- ABTestly pricing: abtestly.com/pricing
- ABTestly statistics methods: docs.abtestly.com/results/engines
- ABTestly sample ratio guard: docs.abtestly.com/results/srm
- ABTestly refunds: docs.abtestly.com/billing/refunds
- AB Tasty statistics: docs.abtasty.com, statistics for the reporting
- AB Tasty sample ratio mismatch: docs.abtasty.com, sample ratio mismatch
- AB Tasty experiment health check: abtasty.com, experiment health check
- AB Tasty pricing: abtasty.com/pricing
- AB Tasty frequentist mode, activated by request: docs.abtasty.com, frequentist analysis mode
- AB Tasty on moving to the Wingify brand: abtasty.com blog, inside Wingify
- Vendr estimate, no sample size published and its low and high markers carry no stated percentile: vendr.com/marketplace/ab-tasty
- University of Exeter contract with AB Tasty LTD, GBP 219,800 excluding VAT: UK Find a Tender, notice 2026/S 000-005220
- Combination announcement: abtasty.com/news/vwo-ab-tasty-join-forces
- Wingify brand consolidation and cutover: vwo.com, aligning our domain
AB Tasty does not publish pricing. Cost figures are attributed in place: a signed University of Exeter contract from the UK procurement record, and Vendr marketplace estimates, both read on 6 September 2026. AB Tasty and VWO announced a combination in January 2026, supported by Everstone Capital, and both platforms now sit under the Wingify brand, checked on 6 September 2026. ABTestly is not affiliated with AB Tasty.
Related reading: what AB Tasty costs · VWO vs Optimizely