VWO vs GrowthBook

From $314 per month (indicative, growth tier by traffic)

From $20 per user/month (indicative, cloud Pro)

Priced by monthly tracked users across modules; buying testing plus insights raises the total substantially.

Dramatically cheaper than the commercial platforms, especially self-hosted at high traffic.

Free starter plan with limited monthly tracked users.

Self-hosted open-source edition is free and unlimited; cloud free tier for up to a few users.

Widely used

Wingify · since 2010

Widely used

GrowthBook · since 2021

• Observation and experimentation in one place shortens the hypothesis loop.
• Visual editor is capable and marketer-friendly.
• Cheaper than Optimizely at comparable traffic.

• Warehouse-native by design — no duplicate event pipeline and no data leaving your control.
• Self-hosting removes per-user-volume pricing entirely.
• Both Bayesian and frequentist engines with sequential testing support.

• Module-based pricing means the useful configuration costs much more than the headline.
• Client-side flicker on complex single-page applications.
• Server-side capability lags the flag-first platforms.

• Requires a working data warehouse and someone who can define metrics in SQL.
• Self-hosting is operational work you own.
• Less polished governance and approval tooling than LaunchDarkly.

Conversion-optimisation teams that want testing and behavioural insight from one vendor.

Data-mature teams that already have a warehouse and want to avoid volume-based pricing.