Elevate A/B Testing vs VWO (now Wingify)

Wingify brings VWO and AB Tasty together in a broad experience optimization platform built for experimentation, personalization, behavioral insights and feature management across digital products. Elevate A/B Testing is built specifically for Shopify, with dedicated workflows for price, shipping, theme, product image and checkout tests. Here’s how the two compare when Shopify is where your experimentation actually happens.

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What happened to VWO

VWO and AB Tasty announced on 20 January 2026 that they were combining, with Everstone Capital, already VWO's majority shareholder, staying on as the largest investor in the merged company. The application moved from app.vwo.com to app.wingify.com on 13 June. On 16 September 2026 the combined business launched as Wingify (the name of VWO's parent company since 2010), with a new site and a category of its own, "Agentic Experience Optimization Platform". VWO Insights is now Wingify Insights, VWO Testing is Wingify Testing, and the two suites are being folded together.

If VWO works for you, nothing needs to change. Wingify says plans, contracts, pricing, data and the installed SmartCode are unchanged. The vendor is in the middle of absorbing another platform of the same size, though, which is worth knowing before you sign a multi-year contract.

Elevate vs VWO/Wingify: feature by feature

Feature	Elevate A/B Testing	VWO (Wingify)
Price testing	Elevate A/B Testing Included: Standard plan and up ($99/mo), full cart integration, any Shopify plan	VWO (Wingify) Not supported: Listed as "[Coming soon] Run A/B tests on product pricing" on their own Shopify integration page, so not available today. Their integrations index already advertises it as live, so the two pages contradict each other
Shipping testing (rates, thresholds)	Elevate A/B Testing Included: Standard plan and up	VWO (Wingify) Not supported: Not a feature. No shipping rate or threshold testing in any of the six suites
Checkout testing	Elevate A/B Testing Included: Standard plan and up	VWO (Wingify) Not supported: Not available on Shopify. The SmartCode "deploys to all pages except checkout, post-purchase, and order status pages"
Theme, template, split URL testing	Elevate A/B Testing Included: Included on every plan	VWO (Wingify) Partial or conditional: Split URL, multivariate and cross-domain testing on every plan. Shopify theme testing works by generating a preview theme ID, enabling an app embed toggle, then building a Split URL Test around the preview URL
Visual editor	Elevate A/B Testing Included: Included on every plan	VWO (Wingify) Included: Visual Editor on every plan including Growth
Personalization and targeting	Elevate A/B Testing Included: Basic targeting on Basic, advanced segmentation on Standard	VWO (Wingify) Included: Separate Personalization Suite. 30+ built-in targeting options, plus Emotions AI, predictive data and segmentation. Custom Attributes are Enterprise only (50 of them), zero on Growth and Pro
Product recommendations and upsells	Elevate A/B Testing Not supported: Not a feature of the app	VWO (Wingify) Included: Separate Commerce Suite covering Search, Recommendations and Merchandising, including frequently bought together, trending and recently viewed
CRO help	Elevate A/B Testing Included: Roadmap and dedicated manager on Premium ($499/mo)	VWO (Wingify) Partial or conditional: Managed Services sold as a separate paid offering. Dedicated Account Manager on Enterprise only. Support is 24x5 with an 8 hour first response on Growth, 24x5 and 6 hours on Pro, 24x7 and 4 hours on Enterprise
MCP & API	Elevate A/B Testing Included: MCP server plus a read-only External API, included on every plan. Connects Claude Desktop, Claude Code and Cursor. API keys issued from Settings > MCP & API	VWO (Wingify) Partial or conditional: MCP server with OAuth 2.0 and one click connectors for Claude, ChatGPT, Cursor and Gemini. API Access requires Pro or Enterprise and is rate limited to 60K calls per month. Not available on Growth
Custom events	Elevate A/B Testing Included: A full custom event suite is included. Any event can serve as the experiment goal, as an extra metric to track, or as an inclusion trigger for who enters the test.	VWO (Wingify) Included: Unlimited custom event creation, and unlimited goals and metrics, on every plan
Statistical configuration	Elevate A/B Testing Included: Bayesian engine with a 90% probability-to-win threshold, visitor and conversion minimums scaled to store size, 3-day minimum runtime, outlier and bot exclusion, draft order and free gift exclusion	VWO (Wingify) Included: Bayesian SmartStats. A winner needs 95% probability to beat baseline plus potential loss below a dynamically calculated threshold of caring, with 25 conversions per variation, 1,500 visitors and a minimum one week runtime. Sample Ratio Mismatch detection requires Pro or Enterprise

Where Elevate wins

The checkout is in scope.

Wingify's own help center says the app skips checkout, post-purchase and order status pages and that campaigns cannot include them. That is the step where a Shopify store's revenue decisions live, and where cart and upsell tests need to run.

A price without a meeting.

Wingify does not publish prices. You can start a 30-day trial on your own, but to find out what the platform costs you book a demo. That is a reasonable model for an enterprise contract and a frustrating one when you are comparing tools on a Tuesday afternoon.

Purpose-built for Shopify.

Elevate installs from the App Store, reads Shopify data, and has 143 reviews from merchants on the platform. Wingify's Shopify app is free to install and has no reviews, because it is a bridge between their platform and your store rather than a testing app.

Less to carry.

Self-hosting, approval workflows, mutually exclusive groups and API access sit on the Enterprise tier, built for a 700-person vendor's largest accounts running thousands of experiments. A store doing a few tests a week pays for none of it and waits for all of it.

Where VWO (Wingify) wins

Experimentation at enterprise scale. VWO has been shipping since 2010 and AB Tasty since 2014, and the combined platform handles multi-domain, multi-product programs that a Shopify app will never see.
Behavioral analytics in the same suite. Heatmaps, session recordings, form analytics, surveys and conversion funnels come with the platform. On Elevate those are integrations with Microsoft Clarity and heatmapping tools.
A longer trial. Thirty days, no card, on the full platform. Elevate gives you fourteen.
A recognizable buyer list. L'Oréal, LVMH, Decathlon, Puma and Forbes run on it, and procurement teams like a vendor with that page in the deck.