Web experimentation and digital experience optimization

VWO / Wingify

VWO's official web properties now redirect to Wingify, whose current product pages and documentation use names such as Wingify Web Experimentation and Wingify Behavior Analytics. The offering is designed to help teams investigate user behavior, form a hypothesis, run controlled tests, and use experiment results to guide changes.

Visit VWO / Wingify View current pricing destination

Experimentation capabilities

Wingify Web Experimentation supports A/B, split-URL, and multivariate testing. The current pricing page places basic experimentation in Growth, while Pro adds advanced targeting, triggers and reporting, guardrail metrics, sample-ratio mismatch detection, multivariate testing, and cross-domain testing. Enterprise adds items such as approval workflows, SSO, API access, and support. Review the current comparison for the exact entitlement and contract available to your team.

The visual editor can reduce code needed for simple page variations, but teams still need to define a measurable hypothesis, instrument the right events, QA changes, and have enough relevant traffic for an interpretable test. Complex targeting, dynamic applications, or cross-domain journeys may require technical support and plan features beyond basic testing.

Behavior analysis is a separate product area

Wingify Behavior Analytics is described separately from Web Experimentation. It includes heatmaps, session recordings, funnels, form analytics, and on-page surveys to investigate what visitors do and where they encounter friction. The pricing page presents plans by product rather than implying that every capability is included in every experimentation subscription.

For example, integrated heatmaps in campaign reports require an active Web Experimentation or Web Personalization plan plus an active Behavior Analytics Web plan with heatmaps enabled. The documentation says access is limited on Behavior Analytics Starter and Growth plans, with full access requiring Pro or Enterprise. Confirm the current product combination, sampling or usage allowances, and data retention before depending on this integrated workflow.

Who should consider VWO / Wingify?

VWO / Wingify may suit marketing, product, or growth teams that need to run structured web experiments and want the option to add behavioral evidence around variants. It is less appropriate if the immediate need is only low-cost behavior observation, or if the team lacks traffic and measurement capacity for reliable experiments. Compare Microsoft Clarity for a free behavior-analytics starting point and Hotjar / Contentsquare when visitor feedback and user research are central. For campaign page construction, see Landing Page Builders.

Official sources

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