Wingify: The Unified Digital Experience Suite Powered by VWO and AB Tasty

Wingify is a Digital Experience Optimization (DXO) suite that helps teams build, test, personalize, and continuously improve digital experiences across websites, mobile apps, and backend services. Following the 2026 merger of VWO and AB Tasty, Wingify is the unified suite brand under which both products operate, and the tools you already know are converging into one ecosystem, with one data and AI layer.

This article covers what’s actually inside the suite, how its pieces fit together, and what to expect if you’re already running VWO or AB Tasty.

What is Wingify?

Wingify is the CRO suite powered by two mature, independently developed suites (VWO and AB Tasty) being brought into a single product surface, accessible at app.wingify.com. As of mid-2026, both still operate as suites in their own right while engineering, data models, and workflows are integrated over several quarters; existing contracts, pricing, and support continue unchanged in the meantime.

Functionally, Wingify is organized around seven connected capability areas: experimentation, personalization, feature management, behavioral insight, user survey, commerce, and AI, plus the enterprise governance layer that lets larger organizations run all of the above at scale, across teams and regions.

What’s inside Wingify

Wingify combines the capabilities previously available across VWO and AB Tasty into one Digital Experience Optimization suite. Instead of managing multiple point solutions, teams can access every stage of optimization from a single ecosystem.

Experiment with confidence

This is the layer most people associate with VWO’s heritage. It covers:

• Web A/B testing: Comparing two or more page variants against a live audience to see which drives a defined goal (signups, purchases, add-to-cart, etc.).
• Split URL testing: Testing entirely separate URLs against each other, useful when a redesign is too different to manage as a single-page variant.
• Multivariate testing (MVT): Testing combinations of multiple page elements at once (headline + image + CTA, for example) to find the best-performing combination rather than testing one variable at a time.
• Server-side experimentation: Running tests in backend logic rather than the front end, which is necessary for testing pricing logic, algorithms, checkout flows, or anything that can’t be changed with client-side JavaScript alone.
• Mobile app experimentation: Running controlled experiments inside native iOS and Android apps via SDK, including app-store-independent feature testing.

This combination matters because most real product decisions don’t live in a single layer…a checkout redesign might need a front-end A/B test, a server-side pricing experiment, and a mobile equivalent, all measured against the same success metric.

Personalize every customer experience

This layer leans heavily on what AB Tasty brought to the merger. It includes:

• Experience personalization: Serving different content, layouts, or flows to different visitor segments without building separate pages.
• Behavioral targeting: Triggering personalized experiences based on what a visitor has done on-site (pages viewed, time spent, cart behavior, scroll depth).
• Dynamic content and product recommendations: Surfacing different content or product suggestions per visitor, commonly used in e-commerce and media.
• Audience segmentation: Building reusable visitor segments from behavioral, demographic, or CRM data that can be applied across both experiments and personalized campaigns.
• AI-driven personalization: Including capabilities like Emotions AI, which analyzes on-site behavior to infer a visitor’s emotional state, and Adaptive CX, which adjusts the experience as a visitor spends more time on a site.

The practical difference between this and a basic A/B test is that personalization doesn’t wait for a winner; it serves the best-known experience to each segment continuously, while experimentation keeps testing what “best” actually means.

Drive commerce outcomes

For retail and e-commerce teams specifically, Wingify includes AB Tasty Commerce, which unifies product search, recommendations, and merchandising into one system rather than three disconnected tools. 

It includes AI-powered product recommendations (frequently bought together, recently viewed, trending, and similar items, among others), personalized on-site search that handles misspellings and natural-language queries without manual synonym lists, and e-merchandising controls that let business teams adjust product ranking, boost or bury specific items, and run campaigns without developer involvement. Because search, recommendations, and merchandising share the same rules and data, a change made in one shows up consistently across all three, with unified reporting on how each is performing. 

This is the layer most directly aimed at maximizing conversion and average order value on product-heavy sites, complementing the broader experimentation and personalization layers rather than duplicating them.

Release features safely

This is the bridge between product engineering and experimentation, the layer that lets teams ship code without betting the whole rollout on day one:

• Feature flags: Toggles that let teams turn functionality on or off without a new deployment.
• Progressive rollouts: Releasing a feature to an increasing percentage of users (1% → 10% → 50% → 100%) rather than all at once.
• Kill switches: An instant, code-free way to disable a feature that’s misbehaving in production.
• Canary releases: Testing a new feature on a small, often internal or low-risk segment before wider release.
• Feature experimentation: Running an actual A/B test on a new feature’s impact, rather than just shipping it and hoping.

Understand customer behavior

Every other layer depends on this one for input. It includes:

• Heatmaps visualize where visitors click, scroll, and move on a page.
• Session recordings replay individual visitor sessions to see exactly what a user did and where they got stuck.
• Funnel analysis tracks where visitors drop off across a multi-step process like checkout or onboarding.
• Visitor behavior analytics aggregate reporting on how traffic interacts with a site or app over time.
• AI-enhanced user research, survey, and feedback powered by Blitzllama’s technology (acquired by Wingify in 2025) and named Pulse, which adds AI-assisted analysis to qualitative research like open-text survey responses and user feedback.

This layer is what tells teams what to test next; it’s the diagnostic step that precedes a hypothesis, not just a reporting dashboard you check after the fact.

Optimize with AI: Wandz

Wandz is Wingify’s AI layer, and it’s built into the suite rather than sitting alongside it as a separate assistant. The distinction matters: a general-purpose AI tool has no visibility into your actual experiment setup, your variations, traffic allocation, success metrics, or audience definitions, so every question has to start with manually exporting and re-explaining context. Wandz already has that context because it’s running inside the same environment where the experiment lives.

Wandz unifies what AB Tasty previously offered through its Evi assistant and what VWO offered through Copilot. Concretely, it can:

• Analyze results in plain language, answering questions like “how did this campaign perform on mobile vs. desktop” or “pull up every test we’ve run on the checkout page” without anyone exporting a CSV first.
• Generate hypotheses and experiment ideas grounded in actual campaign performance and behavioral data, and able to incorporate outside context like competitor screenshots or a project brief.
• Review configurations before launch, checking metrics, audience targeting, and traffic allocation for likely mistakes before a test or rollout goes live, functioning as a pre-launch QA pass.
• Build and edit campaigns through the AI Editor, letting teams set up or adjust an experiment using natural-language instructions, with every change still visible and reversible by the team before it ships.

Wandz is designed to span the full experimentation journey setup, targeting, analysis, and iteration, rather than being scoped to one feature. 

Enterprise governance

For organizations running optimization across multiple teams, brands, or regions, Wingify includes:

• Role-based permissions control who can launch, edit, or view experiments and campaigns.
• Audit logs track changes for compliance and accountability.
• Collaboration workflows, approval chains, and shared workspaces so marketing, product, and engineering can work from the same experiment without stepping on each other.
• APIs and integrations connecting the suite to analytics tools, CDPs, CMSs, and internal data warehouses.
• Security, compliance, and multi-team governance are the controls larger or regulated organizations need to run experimentation at scale.

How the pieces connect

The value of bringing these layers together is that they share the same underlying data, so a team can move through the full loop without re-exporting or re-explaining context at each step:

Customer behavior → behavioral insights → hypothesis generation → experimentation → personalization → commerce → feature rollout → AI-powered analysis → back to customer behavior.

A heatmap surfaces friction on a checkout page; 

That becomes a hypothesis; 

The hypothesis becomes an A/B test; 

A winning variant gets rolled out as a personalized experience for a specific segment, or shipped as a feature behind a progressive rollout; 

Wandz analyzes the result and suggests the next test. 

The same audience definitions, metrics, and historical data carry through every stage, as shown in the image below:

Who uses Wingify?

Product managers

Validate product ideas, manage releases, and optimize feature adoption.

Marketers

Test campaigns, personalize content, and improve conversion rates.

Growth teams

Run continuous experiments and identify high-impact optimization opportunities.

Engineers

Safely release features using progressive rollouts and feature flags.

Ecommerce teams

Deliver personalized shopping experiences and optimize every stage of the customer journey.

CX teams

Understand user behavior through qualitative and quantitative insights.

What existing VWO and AB Tasty customers should know

Is VWO becoming Wingify?

Yes. VWO is moving under the unified Wingify brand. The application has moved from app.vwo.com to app.wingify.com (the transition took effect June 13, 2026), and VWO product names are being renamed under the Wingify brand, for example, VWO Insights becoming Wingify Insights. This is a branding change, not a functional one: your existing plans, features, data, and access remain unchanged.

Is AB Tasty becoming Wingify?

Yes, in the same sense. Both VWO and AB Tasty are now part of Wingify, and over time, both suites are expected to come together fully under the Wingify umbrella.

Will products change?

Not immediately. Your live website campaigns, mobile SDK campaigns, server-side experiments, tracking snippets, feature flags, and data collection continue to function normally through the transition; only the dashboard you log into changes. Over the medium term, expect VWO and AB Tasty’s respective strengths (VWO’s experimentation, analytics, and behavioral insight tools; AB Tasty’s personalization and AI-driven targeting) to be woven more tightly together into a single product roadmap.

What happens to contracts?

Existing client relationships, contracts, pricing, and service levels remain unchanged as a direct result of the merger. The team you work with today continues to support you.

What happens to logins?

If you’re a VWO customer, your account, settings, and credentials carry over to app.wingify.com, but active sessions end at the moment of the domain switch, so you’ll need to log in again at the new address. Single Sign-On (SSO) and SAML configurations continue to work automatically, since the SSO callback URL redirects to the new domain without any changes needed on your end.

Passkeys, however, are tied to a specific domain for security reasons, so a passkey created for app.vwo.com won’t carry over; you’ll need to set up a new one after logging in at the new domain. System emails (password resets, reports, notifications) now come from @wingify.com rather than @vwo.com, so it’s worth asking your IT team to allowlist/whitelist the domain to avoid them landing in spam.

What happens to integrations?

Your existing integrations are preserved. VWO’s REST APIs are now served on the Wingify domain, and existing integrations continue to work without any changes required. The VWO SmartCode installed on your website also does not need to be replaced.

IT teams are advised to whitelist wingify.com and its subdomains in company firewalls to avoid disruption to features like session recording playback that run on those domains.

What stays the same?

Your historical data, reports, settings, integrations, audiences, and configurations are fully preserved and accessible from the new domain. Your contract terms, pricing, support team, and service levels are unchanged. Your tracking snippets and live campaigns keep running uninterrupted throughout the transition.

In short: what changes is the brand and, eventually, the depth of integration between VWO and AB Tasty’s capabilities, not what you’re already paying for or how it currently works.

The future of digital experience optimization

The future of digital optimization is about bringing experimentation, personalization, feature management, customer insights, and AI into a single suite where every capability builds on the last.

That is the role Wingify is designed to play.

Wingify gives teams a unified foundation for continuous digital growth, from understanding customer behavior to launching new features and optimizing every interaction. Take a free trial or book a demo to experience the best of both worlds in one unified suite.

Frequently asked questions (FAQs)