- Traffic limits in A/B testing are artificial constraints designed to push you into higher pricing tiers as your site grows
- Fair pricing means no visitor caps, no MTU tracking, no impression counting — your testing bill stays flat regardless of traffic
- Varify.io offers unlimited traffic on all plans — from €149/mo, same price at 50K or 5M monthly visitors
- The financial impact compounds: companies growing from 100K to 1M visitors save €10,000-50,000 over 3 years with flat-rate pricing
Traffic limits in A/B testing pricing work against your interests. When your website grows — through better SEO, successful campaigns, or product-market fit — your testing tool charges you more. Not because you're using more features. Not because the tool costs more to run. Simply because more people visit your site. This is a growth tax, and it penalizes exactly the companies that benefit most from optimization.
Varify.io rejects this model entirely: unlimited traffic on every plan, from €149/mo. Your testing costs are decoupled from your traffic — as they should be. For the full pricing model analysis, see our pricing models guide.
How traffic limits work in A/B testing pricing
MTU-based limits (VWO)
Monthly Tracked Users: every unique visitor who loads a page with the testing script counts toward your limit. Not just visitors in experiments — everyone. Exceed the limit and you pay overage fees or get bumped to a higher tier.
Visitor-based limits (Convert)
Similar to MTU but counted per tested visitor. Only visitors allocated to active experiments count. More transparent than MTU, but still scales with traffic.
Impression-based limits (Optimizely)
Each time a visitor sees a variant, it counts as an impression. A visitor in 3 concurrent experiments generates 3 impressions. This double-charges high-velocity testing programs.
No limits (Varify)
Traffic doesn't factor into pricing. €149/mo (Growth) or €249/mo (Pro) regardless of visitor volume. No tracking of MTU, visitors, or impressions for billing purposes. The concept of a "traffic limit" simply doesn't exist.
The cost impact of traffic limits over time
| Year | Monthly visitors | Varify (no limits) | VWO (MTU limits) | Convert (visitor limits) |
|---|---|---|---|---|
| Year 1 | 200K | €1,788/yr | ~€6,000/yr | ~€3,600/yr |
| Year 2 | 500K | €1,788/yr | ~€9,600/yr | ~€5,400/yr |
| Year 3 | 1M | €1,788/yr | ~€14,400/yr | ~€8,400/yr |
| 3-year total | €5,364 | ~€30,000 | ~€17,400 |
Source: Claude Research, May 2026
Over 3 years of healthy growth, Varify saves €12,000-25,000 compared to traffic-limited alternatives. That's budget for additional CRO resources, content, or paid acquisition.
Why Varify can offer unlimited traffic
Flat-rate pricing isn't charity — it's architecture. Varify's costs genuinely don't scale linearly with your traffic:
- Lightweight snippet: 11.5 KB cached. CDN bandwidth is negligible even at millions of pageviews.
- Client-side processing: Experiment assignment happens in the visitor's browser, not on Varify servers. No server-side traffic processing bottleneck.
- External analytics: Data collection and evaluation happen in your GA4/BigQuery/Matomo. Varify doesn't store or process raw visitor data.
- No proprietary analytics costs: VWO and Optimizely run their own analytics infrastructure — which scales with traffic and drives their traffic-based pricing. Varify doesn't have this cost.
This is why Varify can offer unlimited traffic at a flat rate: the marginal cost of each additional visitor is near zero.
No traffic limits. No visitor caps. No growth tax.
From €149/mo flat. Same price at any traffic level.
Switching from traffic-limited to traffic-free pricing
If you're currently paying traffic-based A/B testing fees:
- Calculate your current true cost: Base subscription + overage charges + seat fees + annual contract premium. Compare against Varify's €1,788/year (Growth) or €2,988/year (Pro).
- Project your 2-year cost: Where will your traffic be in 12 and 24 months? Apply the traffic-based tool's pricing tiers to those projections. The gap widens dramatically with growth.
- Test in parallel: Start a free Varify trial and run your most important test on both tools. Compare setup time, results accuracy, and data quality.
- Plan the switch: Cancel the traffic-based tool at the end of its current term. Historical experiment data stays in your analytics (GA4/BigQuery) — nothing is lost.
Most teams complete the transition within 2-3 weeks. The ROI is immediate and compounds every month.