Optimizely and Wingify are experimentation tools for marketing and product teams. Optimizely is built for companies that want content management and experimentation on one platform. Wingify, formed when two testing vendors united, adds visitor surveys and form analytics to its testing. Ecommerce and engineering teams fit Optimizely, while conversion specialists and large enterprises with strict access needs fit Wingify.
by Optimizely
Pricing: Every plan is individually packaged and quoted by Optimizely. No public prices, no self-serve tier and no trial published.
Optimizely is an A/B testing and personalization platform for marketing and product teams, sold as individually quoted packages with no public price list.
by Wingify
Pricing: No public prices: Growth, Pro and Enterprise tiers per suite, quoted on monthly active users; trial account and sandbox at no cost.
Wingify is the experimentation and personalization platform from the 2026 union of VWO and AB Tasty: six suites on one login for marketing and product teams.
A/B Testing Tools features side-by-side
Every plan is individually packaged and quoted by Optimizely. No public prices, no self-serve tier and no trial published.
No public prices: Growth, Pro and Enterprise tiers per suite, quoted on monthly active users; trial account and sandbox at no cost.
Choose Optimizely if you test all year and want experiment results computed on your own data warehouse. Choose Wingify if you want to watch heatmaps and recordings beside your tests.
A team testing a whole checkout path needs one experiment held steady across every page. Optimizely runs these multi-page funnel tests. It also puts experiments into mobile apps through its SDKs, which takes a test beyond the web page. The platform suits a team with a steady testing program better than one that runs the occasional experiment.
Large companies with strict access rules get single sign-on, self hosting and a sign-off step before tests go live on Wingify's top tier. Its AI assistant proposes hypotheses, sets up tests and suggests the next experiment. It also sends test data to Google Analytics and other analytics tools. Complex tests and non-standard setups still need developer skills.
Optimizely's users praise phone and email support that fixes simple problems fast. They also report that help after contract signing is slow, with staff turnover and multi-day email waits. Reviewers of Wingify like its visual editor, where non-technical people launch tests without a developer, and find results clear. They report a high price, especially for small businesses or infrequent users. Tracking sometimes disagrees with other tools, and ending a contract or winning a refund is hard.
Optimizely describes a consumer oral care brand selling online, where non-technical teams in marketing, ecommerce and product now launch and validate their own tests. The brand's refill quantity test showed significantly higher conversion and more units per transaction. Wingify tells of a footwear retailer with many British and Irish shops whose experiments targeted the checkout flow and in-store reservation clicks. Checkout completion and the button that drives reservations both improved over their baselines.
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