Camping · Germany
+57%
ARPU
A preview of available pitches directly on the search page raised booking intent.
Read the success story →Varify.io vs. VWO:The Direct Comparison
Everything a running CRO program needs — with the pricing model that fits your setup.
30-day trial, no credit card, no setup fees.
Over 2,700 teams rely on Varify.
What sets Varify apart
- ✓Flat price per domain available
- ✓Evaluation in your own analytics possible
- ✓Company and hosting in Germany
- ✓Cookieless — no cookies, no personal data
Varify and VWO on G2
Reviews from verified users of both products.
Pricing and billing compared
VWO publishes no list prices — and we are not going to invent any. What can be compared is the billing mechanism, and that is what decides your invoice in year three.
Criterion
VWO
Varify
Pricing published
No. Figures appear only after you create an account, at checkout or in a quote.
Yes, on the pricing page.
Billing basis
Monthly Tracked Users, plus a license per module (Testing, Insights, Personalize).
One flat price per domain, independent of traffic — no per-visitor fee and no monthly visitor cap.
Feature scope
Split into modules that are licensed separately.
One product. Every experiment type and personalization is included.
Cost per team member
No public information.
None. Seats are not part of the price.
Who builds the experiment
A visual editor exists, but more complex experiments usually go through developers or a service team.
Marketing works in the visual editor, and the AI writes the code for the edge cases.
Privacy, company and hosting
Cookie-based, hosting region selectable.
Cookieless via local storage. German company, hosted in Frankfurt, DPA in German and English.
Every plan, price and billing model in detail
See pricing →As of 8 September 2026. VWO information from publicly available sources: vendor website, product documentation and review platforms. VWO publishes no list prices, so the individual quote always takes precedence.
How many websites moved from VWO to Varify
The analysis shows the movement between Varify and the other vendors: how many websites Varify gained from a vendor, how many went the other way, and what remains net.
447
websites moved from VWO to Varify during the period measured by BuiltWith
If you are weighing this up right now: in the demo we work through your actual numbers instead of interpreting market data.
Source: BuiltWith, Customer Gain Totals — the Visual Website Optimizer row read 18 September 2026
Feature comparison: VWO and Varify
Every feature side by side, including the ones where VWO comes out ahead.
✓available
–not available
?no public information
FeatureVWOVarify
Flat price per domain available
VWO bills exclusively by Monthly Tracked Users. Varify bills a flat price per domain, whatever the traffic.
Multiple domains in one contract
At Varify via credits, 1 credit = 1 domain per month.
Pricing published
Company and hosting in the EU
VWO lists EU data residency as an enterprise option, with no public statement on the default region. Varify is a German company hosting in Germany.
A/B experiments
Split URL experiments
Multivariate experiments
Multipage and funnel experiments
Server-side experiments
Varify via API. Dedicated SDKs are not available yet, so VWO offers more here.
Experiments in native apps via SDK
Varify covers the web. If you need experiments inside native apps, VWO is the better fit.
Feature-flag experiments
At Varify via the API for server-side experiments.
Visual editor without developers
Code editor for JavaScript and CSS
AI assistant for variants
At Varify via Prompt Based Experimentation.
Ready-made widgets (pop-up, USP bar, exit intent)
At Varify as Campaign Booster.
Anti-flicker protection
Varify snippet: 11.5 KB.
Changes go live without a deploy
AI writes variant code from a prompt
At Varify as Prompt Based Experimentation, 1 AI credit per variant.
AI audit with prioritized experiment ideas
AI CRO Audit: up to 10 ideas per page, with severity and an estimated CVR impact.
Control from your own LLM (MCP)
Via Varify MCP.
AI-assisted result interpretation
Evaluation in your own analytics possible
VWO integrates GA4, but the evaluation stays inside VWO tracking. Varify can evaluate entirely in the customer's system.
Automatic import of existing analytics goals
BigQuery analysis
Bayesian statistics
Frequentist statistics selectable
VWO SmartStats is Bayesian. Varify additionally offers one- and two-tailed frequentist testing.
Heatmaps and session recordings
VWO has its own observation layer in Insights, priced separately. Varify has none and does not replace Hotjar or Clarity.
Segmentation by device and source
Device and operating system
Geo and language
UTM and query parameters
Referrer
Cookie, session and local storage
Login state and custom JavaScript
URL match and patterns
CSS selector as a condition
JavaScript condition
Exclude internal IPs
Named contact person
Guaranteed response time
Guided onboarding
Works without cookies
No personal data stored
SSO via Azure or SAML
Two-factor authentication
DPA in German
Support for penetration tests
Visual editor, targeting, personalization, BigQuery — the full feature set
Explore all features →As of 8 September 2026
Source: Claude Research, September 2026. All competitor information comes from publicly available sources: vendor websites, product documentation, app store listings and review platforms. Last checked on 8 September 2026. Feature sets and plan limits change constantly, and the vendor's own statement always takes precedence. If a row is out of date, email us at hello@varify.io and we will correct it.
Switching to Varify in three steps
Add the snippet, launch your first experiment, analyze what you learn. The AI CRO Audit supplies the idea, Prompt Based Experimentation builds the variant — you describe it in one sentence.
0115 minutes
Add the snippet
Via your tag manager or straight into the head. We check the implementation and the anti-flicker setup.
0230 minutes
Launch your first experiment
Varify picks up the goals from your existing analytics setup. Build the variant in the visual editor, or describe it as a prompt.
03runs alongside
Analyse and learn
Analyse in Varify or in your own analytics — with the same goal definitions you use today.
Start free
Experiments still running with your current vendor can keep running until you stop them. We are there for the launch.
AI CRO Audit, Prompt Based Experimentation, Varify MCP
More on the AI features →Cookieless, no personal data, German company hosting in Germany
More on data protection →Results from real experiments
Three examples from customer programmes. Each story shows how the number was reached.
Camping · Germany
Auto glass · Germany
+33.7%
booking rate
A before-and-after of the windscreen repair replaced the list of USPs — and the booking rate rose sharply.
Read the success story →
Software · Germany
+16%
sales
Real user numbers and star ratings in the hero area built trust where a product claim had not.
Read the success story →Frequently asked questions
In two places. The AI CRO Audit analyzes a URL and returns up to 10 prioritized experiment ideas with a severity rating and an estimated CVR impact. Prompt Based Experimentation then builds the variant and its code from a description in plain language. Varify MCP lets you drive both from your own LLM. It is billed in AI credits, and Growth and Pro include 3 per month.
You pay a flat price per domain, regardless of visitor numbers — with your own analytics or with Varify tracking. The price is published openly on the pricing page.
VWO publishes no list prices. Billing is based on Monthly Tracked Users plus each licensed module, and the binding price only appears in the quote. Varify's prices are public on our pricing page.
They keep running until you stop them. Varify rebuilds the active variants including targeting, both snippets run in parallel, and the numbers are cross-checked before the old tool is switched off.
Snippet and goals are done in a morning, and the first experiment usually goes live in the same week. Experiments with your current vendor can keep running as long as you like.
No. Varify stores the variant assignment in local storage, without personal data. Whether that needs consent on your site is a decision for you and your data protection officer.
That is out of date. Varify has its own analysis, and you can additionally or instead evaluate in GA4, BigQuery, Matomo, Piwik PRO or PostHog. You decide which number is the one that counts.
VWO is a trademark of Wingify Software Pvt. Ltd. Varify.io has no commercial relationship with Wingify. All competitor information comes from publicly available sources as of the date stated and may change. The vendor's own offer always takes precedence.