AB Tasty Pricing 2026: What Buyers Actually Pay

The short answer: AB Tasty publishes no prices. AB Tasty and VWO now sell under one brand, Wingify, and abtasty.com/pricing redirects to wingify.com/pricing, which says so outright: "No fixed plans. Just a custom proposal built around your goals and scope" (verified 1 October 2026). Wingify's FAQ says pricing is based on "traffic volume, selected products & plans, implementation scope" and on monthly active users, depending on the product. Procurement marketplace Vendr reports a median of $66,500 per year with a reported range of $37,191 to $70,785 (vendr.com/marketplace/ab-tasty, read August 2026). That figure is reported secondhand and Vendr does not publish its sample size for AB Tasty, so treat it as an anchor, not a quote.

AB Tasty is one of the more honest sales-gated vendors in one specific sense: its pricing page said plainly that there is no price list, rather than implying one sits behind a form. In August 2026 its FAQ also answered several questions buyers normally have to ask a salesperson. Some of those answers are no longer on the live page, which we flag below.

That does not make budgeting easy. Below, every number is labelled vendor-published or reported secondhand, with the source URL and the date it was read.

At a glance: published versus reported

AB Tasty is now part of Wingify

Three dated changes, each from the vendor's own announcements:

• 20 January 2026: VWO and AB Tasty announced a merger. The combined company reported more than $100M in revenue and over 4,000 customers, and said "all existing client relationships, contracts, pricing, service levels, and support remain unchanged" (Wingify).
• 13 June 2026: the VWO app moved from app.vwo.com to app.wingify.com (Wingify).
• 16 September 2026: AB Tasty and VWO launched a unified platform under one brand, Wingify, described as an "Agentic Experience Optimization Platform" covering experimentation, personalization, behavioral insights, commerce optimization, feature management and customer engagement (PR Newswire).

Wingify describes VWO and AB Tasty as product brands within Wingify. It says existing customers may continue to use either product during the transition, and that capabilities from both platforms are expected to converge (wingify.com/llm-info).

For a buyer, the practical effect is that AB Tasty and VWO now share one pricing page and one sales team. If you are comparing the two, you are comparing two products from the same vendor.

Renewing soon? Read what the VWO and AB Tasty merger means for your renewal before you sign.

Quick verdict

AB Tasty is a mid-market and enterprise experimentation platform bought on an annual traffic-banded contract. Reported deals cluster in the mid five figures, below Optimizely and above VWO, though both AB Tasty and VWO are now sold by Wingify. The published product scope is broad: experimentation, personalization and feature management are all on the same platform, and the pricing FAQ says onboarding, training and support are in the base contract rather than sold as extras.

The friction is not the list price, because there is not one. It is that a traffic-banded annual contract with a proof-of-concept evaluation is a purchase you commit to before you have run a real test at real scale.

What AB Tasty publishes on its own pricing page

Update, 1 October 2026: abtasty.com/pricing now returns a permanent redirect to wingify.com/pricing, the shared pricing page for AB Tasty and VWO. That page shows Growth, Pro and Enterprise tiers per product, each with "Schedule a Demo" as its call to action, and no currency figures anywhere. Its FAQ says:

• On cost: "Wingify offers custom pricing tailored to your needs, based on factors like traffic volume, selected products & plans, implementation scope etc."
• On the unit: "Pricing is based on your Monthly Active Users (MAUs), depending on the product." Behavioural Analytics is priced on Monthly Tracked Users instead.
• On trials: Wingify says it offers a free trial account. Its trial page says 30 days, no credit card required, and does not say whether the AB Tasty product is included.
• On services and discounts: Managed Services are a paid offering, add-ons and services are priced on the products selected and the level of support, and there are discounts for product bundles and longer contracts.

The live page no longer carries AB Tasty's proof-of-concept answer, its 12-month historical average, or its no-overage statement. Everything below in this section is the AB Tasty page as we read it in August 2026, kept because it is the most detailed public statement of how AB Tasty contracts were priced. Confirm any of it in writing before you rely on it.

We scraped abtasty.com/pricing in August 2026. The page's own last-modified stamp read 15 July 2026. It contained no currency figures anywhere. What it did contain, quoted exactly:

"Flexible plans that scale with your ambition. Your business doesn't fit a template, neither does our pricing. No fixed plans. Just a custom proposal built around your goals and scope."

The FAQ was more useful than the headline, and it was all vendor-published:

• On the model: "AB Tasty offers custom pricing tailored to your needs, based on factors like traffic volume, number of domains, selected modules, and implementation scope. All plans include platform access, onboarding, training, and support, with no hidden fees."
• On the unit: "Yes. Pricing is generally based on your average traffic over the past 12 months or on monthly active users (MAUs), depending on the product."
• On traffic bands: "Pricing is based on traffic bands and MAU (Monthly Active Users) levels, typically calculated using historical averages. This means you can plan your budget with confidence, there will not be any surprise overage charges mid-contract."
• On the demo gate: "No, a demo is not required to discuss pricing. However, AB Tasty prefers to start with a conversation so we can recommend pricing that matches your needs and use case, rather than offering generic self-serve pricing."
• On the free trial: "AB Tasty does not offer a free trial. Instead, it provides a free 'proof of concept', usually lasting 1 to 2 weeks, so teams can evaluate the platform in a real setup before committing."
• On renewal: "No, there are no hidden fees. Onboarding or additional services may be scoped separately, and pricing is typically reviewed at renewal if needs or usage change."

Two of those are worth pausing on. The overage answer is the strongest published commitment on the page: if pricing is set on a 12-month historical average and the vendor says there will be "not any surprise overage charges mid-contract," that is a claim worth getting written into the contract, because it is the opposite of how most traffic-banded experimentation contracts behave. And the renewal answer quietly concedes the real escalation mechanism: pricing is "reviewed at renewal if needs or usage change," which is where a growing site pays.

What you get, since there are no tiers

Because AB Tasty publishes no named plans, the meaningful published structure is its module list. As of August 2026 the pricing page groups capability into four blocks:

1. Experimentation. A/B/n, multivariate and split URL testing, WYSIWYG editor, multi-armed bandit traffic allocation, single page app support, a Stat Engine offering Bayesian, Frequentist and Sequential methods, and RevenueIQ, which the page labels "Proof of ROI."
2. Personalization. Segment builder, product recommendation API, AdaptiveCX for real-time personalization, EmotionsAI for emotional segmentation, AI-based targeting.
3. Release Management and Feature Experiments. Feature flags, progressive deployment, server-side experiments, automatic rollback, client, server and mobile SDKs.
4. Enterprise grade and security. MFA, enterprise SSO, role and access management, ITP 2.1 and 2.2 compliance, infrastructure SLA.

The page also publishes procurement-relevant facts: ISO 27001, PCI-DSS, SOC 2 and HIPAA compliance, and data hosting in the US, EU and India.

Which of those four blocks lands in your quote is the single biggest variable in the number, and the page does not say which are bundled by default.

What AB Tasty costs, according to secondary sources

Vendr

Vendr aggregates anonymized signed SaaS contracts. Its AB Tasty page, read August 2026 and self-dated "Last updated: February 2026," reports:

• Median buyer pays $66,500 per year
• Range: $37,191 (low) to $70,785 (high)

Handle that carefully. Vendr publishes a deal count on some vendor pages and not on this one, so there is no way to know whether $66,500 sits on twelve contracts or two hundred. The range is also unusually narrow for a custom-quoted enterprise product, with the median sitting close to the top of it, which is a statistical shape that suggests a small sample rather than a tight market.

Vendr also publishes editorial estimates alongside the transaction data. These are not measured contract values, and we label them as such:

• 50,000 to 250,000 monthly sessions: $15,000 to $45,000 per year
• 250,000 to 1 million monthly sessions: $40,000 to $90,000 per year
• 1 million or more sessions, full platform with feature management: $80,000 to $150,000+ per year
• Practical contract minimum: $15,000 to $20,000 per year
• Implementation and onboarding fees: $5,000 to $20,000
• Premium support and a dedicated CSM: an uplift of 10% to 20% of annual contract value

Note that the last two sit slightly against AB Tasty's own published claim that onboarding, training and support are included with no hidden fees. That is exactly the kind of gap worth raising in a first call, and either answer is useful: either the reported fees are stale, or "included" has a scope you need defined.

Where the widely-quoted $45,134 comes from

Several 2026 articles state that AB Tasty's average contract value is $45,134, attributed to Vendr. Vendr's live page said $66,500 when we read it in August 2026. The $45,134 figure appears to be an earlier snapshot of that page, still propagating between aggregators that cite each other rather than the source. That is the general failure mode for sales-gated vendors: one dataset gets copied everywhere, then keeps being quoted long after it changed.

Relative positioning

Vendr's own comparison tables place AB Tasty 20% to 40% below Optimizely for similar feature sets and traffic, and VWO 15% to 30% below AB Tasty. Those are the vendor-neutral rank orderings, reported secondhand, and they are more durable than any individual dollar figure.

What drives the number up

From AB Tasty's published model plus Vendr's reported cost drivers:

1. Traffic band. The primary lever. Confirm whether your quote is priced on sessions, page views or MAUs, because the vendor's own FAQ says the unit varies "depending on the product."
2. Number of domains. Named explicitly in AB Tasty's pricing FAQ and easy to overlook if you run regional sites.
3. Modules taken. Experimentation alone versus experimentation plus personalization plus feature management is the difference between the bottom and top of the reported bands.
4. Server-side and feature flagging. Reported as either a higher tier or an add-on, so scope it before signing rather than mid-contract.
5. Contract term. Multi-year commitments are the most reported discount lever.
6. Renewal review. The published escalation path. Cap it upfront.

What the sales process costs you in time

AB Tasty is more transparent about its process than most sales-gated vendors, and the process is still a process. A demo is not required to discuss pricing, but the vendor "prefers to start with a conversation," and the published evaluation route is a proof of concept of one to two weeks rather than a self-serve trial.

So the sequence is: conversation, scoping, proof of concept, proposal, negotiation, then testing. Budget a month or more before the first real experiment ships, and note that a window that short may not reach significance on a low-traffic site.

Where AB Tasty's pricing model works in your favour

• The published FAQ answers real questions, including the free trial question, honestly. That is rarer than it should be.
• Onboarding, training and support are published as included, which removes a line item that competitors charge for.
• The overage commitment was unusually strong. Traffic bands set on 12-month historical averages, with a stated intent of no mid-contract surprise overages, is a better structure than metered overage billing if you can get it in writing. The statement is no longer on the live Wingify page, so ask for it.
• Compliance breadth is published, so security review is unlikely to kill the deal late.
• It is meaningfully cheaper than Optimizely for comparable scope, per Vendr's reported 20% to 40% gap.

Where it works against you

• No clear self-serve trial for AB Tasty. The old AB Tasty page offered a one to two week proof of concept instead of a trial. Wingify now offers a 30-day trial but does not say it covers AB Tasty. A short evaluation on a low-traffic site may not produce a statistically valid result, so you may be committing on a demo rather than on evidence.
• No published floor. You cannot self-qualify out. You find out you are too small on a call.
• The public data is thin. Vendr's AB Tasty sample size is not published, and the most-cited figure online is a stale snapshot of it.
• Renewal is the escalation path. "Reviewed at renewal if needs or usage change" means a growing site pays more, on a schedule set by the vendor.
• Module boundaries are unpublished. Feature flagging and server-side testing being an add-on or a higher tier is the most common source of a mid-contract upgrade.

What this costs without a sales cycle

Disclosure: we make Humblytics, so treat this section as what it is.

There is a second shape in this category. Humblytics publishes its prices: the Business plan is $79 per month, the floor, with Scale at $279 per month and Enterprise quoted. One script covers analytics, heatmaps, funnels, A/B testing and first-party UTM revenue attribution, and the test verdict resolves against Stripe revenue rather than a conversion event. There is a 14-day trial, no call required, and a hosted MCP server so an agent in Claude or Codex can read the data and run the loop. Prices are at humblytics.com/pricing.

It is not the same product. There is no personalization engine, no EmotionsAI, no server-side SDK suite and no enterprise procurement wrapper. The trade is scope for certainty: you know the price and you can test the product this afternoon, and you do not get an enterprise experience-optimization platform.

Choose AB Tasty if you

• Run enough traffic that a one to two week proof of concept can reach significance
• Want experimentation, personalization and feature flagging from one vendor
• Have EU or India data residency requirements, or need ISO 27001, PCI-DSS, SOC 2 or HIPAA on file
• Have predictable traffic and can lock a band on a 12-month historical average
• Are shopping Optimizely and want the same job done for a reported 20% to 40% less

Look elsewhere if you

• Need a price before you take a call
• Want to install and test the product yourself, today
• Run traffic too low for a two-week proof of concept to prove anything
• Are a growth lead or agency whose real question is which ads and pages make money
• Would rather your test verdict resolve in revenue than in a conversion event

Conclusion

AB Tasty's pricing page was more useful than most sales-gated pricing pages, and it never contained a price. In August 2026 it published the model: traffic bands and MAUs, set on a 12-month historical average, with onboarding and support included, no free trial, and a one to two week proof of concept instead. Since September 2026 it redirects to Wingify's shared page, which keeps the custom-proposal model, prices on MAUs, and offers a 30-day Wingify trial.

The best public anchor available in August 2026 is Vendr's reported median of $66,500 per year, in a range from $37,191 to $70,785, with no published sample size. The most widely circulated alternative figure, $45,134, is a stale snapshot of that same source. Both are reported secondhand. AB Tasty publishes neither.

If you have the traffic and the procurement patience, AB Tasty is a serious platform priced below the category leader. If your question is which of this month's ads and landing pages actually made money, a published price and a trial you can start yourself will get you an answer faster than a proof of concept will.

Frequently asked questions

How much does AB Tasty cost?

AB Tasty publishes no prices. Procurement marketplace Vendr reports a median of $66,500 per year, ranging from $37,191 to $70,785 (vendr.com/marketplace/ab-tasty, read August 2026). That figure is reported secondhand and Vendr does not publish the sample size behind it. abtasty.com/pricing now redirects to wingify.com/pricing, which states only that pricing is "a custom proposal built around your goals and scope" (verified 1 October 2026).

Is AB Tasty part of VWO now?

Yes, both are now part of Wingify. VWO and AB Tasty announced a merger on 20 January 2026, and on 16 September 2026 they launched a unified platform under one brand, Wingify. Wingify describes VWO and AB Tasty as product brands within Wingify, says existing customers may continue to use either during the transition, and expects their capabilities to converge. At the merger announcement the companies said existing contracts, pricing, service levels and support would remain unchanged. AB Tasty's pricing page now redirects to wingify.com/pricing.

Does AB Tasty have a free trial?

Not one that names AB Tasty. In August 2026, AB Tasty's own pricing FAQ stated: "AB Tasty does not offer a free trial. Instead, it provides a free 'proof of concept', usually lasting 1 to 2 weeks, so teams can evaluate the platform in a real setup before committing." That page now redirects to wingify.com/pricing, where Wingify offers a 30-day free trial with no credit card required, covering "most of our core products." It does not say whether AB Tasty is one of them, so ask before you plan an evaluation around it. There is no free tier.

How is AB Tasty pricing calculated?

By traffic. The current Wingify pricing page says pricing is "based on your Monthly Active Users (MAUs), depending on the product," with cost factors including "traffic volume, selected products & plans, implementation scope" (verified 1 October 2026). In August 2026, AB Tasty's own page said pricing was "generally based on your average traffic over the past 12 months or on monthly active users (MAUs), depending on the product," and listed number of domains as a factor.

Are there overage charges with AB Tasty?

AB Tasty's published position in August 2026 was no. Its FAQ stated that because bands are calculated on historical averages, "there will not be any surprise overage charges mid-contract." That statement does not appear on the Wingify pricing page that abtasty.com/pricing now redirects to, so get it written into the agreement. The published escalation path is instead the renewal, where "pricing is typically reviewed at renewal if needs or usage change."

Do you need a demo to get AB Tasty pricing?

Not formally. In August 2026 AB Tasty published that "a demo is not required to discuss pricing," but added that it "prefers to start with a conversation so we can recommend pricing that matches your needs and use case, rather than offering generic self-serve pricing." In practice, a conversation is the route to a number.

Is AB Tasty cheaper than Optimizely?

Per Vendr's reported comparison, yes: AB Tasty "often comes in 20 to 40% lower than Optimizely for similar feature sets and traffic," and Vendr's reported medians are $66,500 for AB Tasty against $81,447 for Optimizely. Both figures are reported secondhand. Neither vendor publishes a price to check them against.

Why do sites quote $45,134 for AB Tasty?

Because they are citing an older snapshot of Vendr's AB Tasty page, which reported $66,500 when we read it in August 2026. With no vendor-published prices to check against, one procurement dataset gets copied across aggregators and keeps being quoted after it changes. Any AB Tasty figure without a source URL and a read date should be treated as unverified.

Sources

Merger and Wingify details verified 1 October 2026. AB Tasty page quotes and Vendr figures read August 2026.

• VWO and AB Tasty merger announcement, 20 January 2026: wingify.com/blog/vwo-and-ab-tasty-join-forces
• VWO app domain move, 13 June 2026: wingify.com/product-updates/vwo-wingify-aligning-our-domain
• Wingify unified brand launch, 16 September 2026: PR Newswire
• Wingify product brands and transition: wingify.com/llm-info
• Wingify pricing (abtasty.com/pricing redirects here): wingify.com/pricing
• Wingify free trial: wingify.com/free-trial
• AB Tasty pricing, as read August 2026: abtasty.com/pricing
• Vendr AB Tasty contract data: vendr.com/marketplace/ab-tasty