AB Tasty vs Conductrics vs Explore (2026): General Testing vs Shopify CRO
AB Tasty is a no-code experimentation and personalisation platform, reorganised inside the VWO group after its 2025 merger. Conductrics is a general-purpose experimentation and optimisation platform with a visual editor, A/B and multivariate testing, server-side and mobile SDKs, and contextual bandits. Neither is Shopify-native. Omniconvert Explore is the eCommerce CRO platform for product, cart, and checkout, measured in revenue per visitor.
- AB Tasty is a no-code web experimentation and personalisation platform, reorganised inside the VWO group after its 2025 merger, with a 4.5 out of 5 G2 rating. [G2, 2026]
- Conductrics is a general-purpose experimentation and optimisation platform with a visual editor, A/B and multivariate testing, contextual bandits, and server-side, edge, and mobile options.
- The two sit on the same shelf from different angles: a marketer's no-code visual tool inside VWO versus a broad platform that serves non-technical and technical teams alike.
- AB Tasty has no native Shopify integration, store-tuned checkout templates, or revenue per visitor as a first-class outcome metric; Conductrics lists no dedicated Shopify app and no eCommerce-specific features.
- Omniconvert Explore is the Shopify-native eCommerce CRO platform: visual editor and native checkout, measured in revenue per visitor, owned by the store team.
Teams comparing AB Tasty vs Conductrics are weighing two different experimentation approaches: a no-code visual tool built for marketers against a general-purpose platform that spans web, server, edge, and mobile. AB Tasty, now inside the VWO group after its 2025 merger, lets a growth lead build and ship variants without a developer. Conductrics pairs its own visual editor, Conductrics Express, with server-side SDKs, multivariate testing, contextual bandits, and in-experiment surveys. This page covers what each does well, the Shopify gap they both leave, and when Omniconvert Explore is the right layer for a mid-market store.
What is AB Tasty, and what is it actually good at?
AB Tasty is a web experimentation and personalisation platform. It combines A/B testing, feature flags, and personalisation in one interface, built around a no-code visual editor. Since merging into the VWO group in 2025 it has expanded its feature set and support resources, and remains a popular pick for marketing teams that want to run tests without developer involvement. [AB Tasty, 2026]
AB Tasty is a marketing-team platform first and an engineering tool second. It holds a 4.4 out of 5 rating on G2 across 424 reviews. [G2, 2026] Its strength is breadth for a growth team: a no-code editor for building variants on marketing pages, feature flags for gradual rollouts, and a personalisation layer for audience-based experiences, all in the same product.
Server-side testing is available through a separate paid add-on tier rather than the core plan. Since the VWO merger, the roadmap and pricing have been reorganised, and the combined platform now leans on VWO's wider testing and behaviour analytics stack for depth.
No-code experimentation lets a marketer build and ship experiment variants through a visual editor rather than through code, with variant assignment handled by the platform. AB Tasty does this well for marketing-site testing and feature-flagged releases. It is a generic web experimentation layer, distinct from running a controlled revenue experiment on Shopify product, cart, and checkout pages against native store data.
Where AB Tasty is genuinely strong
- No-code visual editor: marketers build variants without waiting on engineering.
- Feature flags in the same platform: combines A/B testing and gradual feature rollouts in one interface.
- Personalisation layer: audience-based experiences alongside A/B and multivariate tests.
- Post-merger depth: access to the wider VWO testing and analytics stack after the 2025 merger.
Where AB Tasty hits its ceiling for an eCommerce store
- Limited native Shopify integration: no first-class connector to product pages, cart, or checkout out of the box.
- No eCommerce-specific templates: checkout flow experiments must be built manually rather than from a store-tuned starting point.
- Server-side is an add-on: gated behind a separate paid tier, not part of the core plan.
- Post-merger uncertainty: pricing and roadmap have been reorganised since the VWO merger, and buyers report a moving target.
- Generic outcome model: no concept of revenue per visitor as a first-class metric on the store funnel.
What is Conductrics, and what is it actually good at?
Conductrics is an experimentation and optimisation platform for A/B and multivariate testing, adaptive optimisation, and in-experiment surveys. Non-technical teams build UI tests in its visual editor, Conductrics Express, while developers run experiments server-side through a REST API and libraries, at the CDN edge, or in mobile apps. Contextual multi-armed bandits and targeting rules on any data source sit in the same platform. [Conductrics, 2026]
Conductrics is built for both sides of a testing team. Its visual editor handles WYSIWYG changes, custom JavaScript, multi-page changes, and redirect tests with QA previews, and its server-side, hybrid, edge, and mobile options let developers run experiments inside their own applications. Its statistics are built for rigour: error-rate control, checks for test interference, corrections for multiple comparisons, and secondary goals used as guardrails.
Alongside discrete A/B and multivariate tests, Conductrics runs predictive agents: contextual multi-armed bandits using Thompson Sampling, with a Listen mode that learns without changing the experience and an Adaptive mode, and human-readable decision trees that show which visitor traits drove each choice. It is a general-purpose platform used across industries, with no eCommerce-specific features listed and no dedicated Shopify app.
A contextual multi-armed bandit learns which variation works best for which kind of visitor and, as it learns, sends more traffic to the better-performing variation for that context. Conductrics' predictive agents use Thompson Sampling, run in a Listen mode that learns without changing the experience or in an Adaptive mode, and show the visitor traits behind each choice as a human-readable decision tree. It is a general-purpose optimisation method, distinct from running a self-serve revenue experiment on Shopify product, cart, and checkout pages with native store integration.
Where Conductrics is genuinely strong
- Visual editor: Conductrics Express for WYSIWYG on-page changes, custom JavaScript, multi-page changes, and redirect tests, built for non-technical teams testing UI changes.
- A/B and multivariate testing: an MVT report and a Main Effects Report show which variable, such as the headline, hero, or offer, drives a lift, including interaction effects.
- Contextual bandits: predictive agents learn which variation works for which visitor, with a readable decision tree behind each choice.
- Server-side, edge, and mobile: a REST API and Node.js, Java, and Swift libraries, Conductrics Edge at the CDN, and iOS, Android, and React Native SDKs.
- In-experiment surveys: questions from NPS to fully custom, matched to the variation each visitor saw.
Where Conductrics hits its ceiling for an eCommerce store
- No dedicated Shopify app: no Shopify-specific integration is listed; it installs on a store through its script tag, so store tests are set up like any page test rather than from Shopify's catalog.
- General-purpose, not eCommerce-specific: built for optimisation across industries, with no eCommerce-specific features listed; Explore is the one built around revenue per visitor on product, cart, and checkout.
- Prices on request: prices are not published, so a store team needs a quote from sales before it can compare plans.
- Breadth a store may not need: server-side, edge, mobile, and bandit options that a store-only team may never use.
What AB Tasty and Conductrics leave open for an eCommerce store
AB Tasty and Conductrics sit on the same shelf from different angles. One is the marketer's no-code tool, now inside the VWO group; the other is a general-purpose optimisation platform with a visual editor and server-side, edge, and mobile testing. Neither is built specifically around Shopify product, cart, and checkout, and AB Tasty does not report the result in revenue per visitor. For a store team that owns the growth number, the two tools leave the same gap.
AB Tasty is oriented towards marketing-website experimentation and feature management. A growth lead can build a variant in the visual editor without a developer, which is a real advantage. The gap opens when the test reaches the Shopify catalog and checkout: there is no native connector, no eCommerce-specific templates for cart or checkout, and revenue-focused experiments have to be built manually against custom events rather than a native store data model. Post-merger, buyers also report a moving target on pricing and roadmap while VWO reshuffles the combined suite.
Conductrics takes a broader route. It has a visual editor for non-technical teams and server-side, edge, and mobile options for developers, plus multivariate tests, contextual bandits, and in-experiment surveys. The gap on a Shopify store is focus: Conductrics lists no dedicated Shopify app or Shopify-specific integration, so it installs through its script tag and a store test is set up like a test on any other page. It is a general-purpose platform used across industries rather than one built around the store funnel.
The gap the two share is the eCommerce one. One is marketing-priced and no-code but Shopify-blind; the other is general-purpose, priced through sales, with no dedicated Shopify app. Neither treats the product-to-checkout path as the primary surface, and AB Tasty does not report the result in revenue per visitor. For the wider context on how testing programmes actually move revenue, see Has personalization replaced A/B testing?
The deeper issue is the distance between the test and the store. In AB Tasty the marketer owns the variant but the checkout integration still requires custom work; in Conductrics the marketer can build UI variants in the visual editor, but with no dedicated Shopify app the test is set up through the script tag like a test on any other website. Omniconvert Explore collapses that loop: a visual editor for product page and checkout variants, native Shopify integration, on-site surveys and overlays in the same platform, and the outcome measured in revenue per visitor. The person who owns the store's growth number owns the test.
eCommerce conversion rate optimization (CRO) is the practice of running controlled experiments on the revenue surfaces of an online store, product pages, cart, and checkout, and measuring the result in revenue per visitor and order rate rather than generic conversion rate. Explore is defined as an eCommerce conversion rate optimization platform for product, cart, and checkout experiments, native to Shopify and priced for store traffic.
What an eCommerce team needs a test to tell it
- Did the win move revenue and margin. Whether a variant raised revenue per visitor and order rate, and held its margin once discounts and returns are counted, not just moved a feature-flagged click.
- Which surface to test first. Which pages in the store funnel (product, cart, checkout) carry the highest revenue impact if tested next.
- How it behaves in checkout. How an experiment interacts with the Shopify catalog, variants, and checkout flow natively, without a custom connector.
- Whether it holds for valuable customers. Whether the result holds for repeat, high-value customers, the Customer Value Optimization question, not just for first-session visitors.
Omniconvert benchmarks more than 7,000 eCommerce websites in its CROBenchmark Report 2026, across 248+ audit criteria. The findings show where stores actually lose orders: 94.2% never show checkout progress steps to the shopper, and 85.1% never show the full order cost before the final step. [CROBenchmark Report 2026, Omniconvert]
Those are fixes a CRO lead can hypothesise, mock up, and want to test today. In AB Tasty a marketer can build the variant, but wiring the outcome back to Shopify checkout revenue is custom work, and post-merger the module map for that work keeps shifting. Conductrics' visual editor is built for UI changes on any page, but with no dedicated Shopify app, the test is set up through its script tag like any page test rather than from the store's catalog. Explore runs the experiment on the real revenue surfaces and reports the outcome in revenue per visitor, without a custom connector between the hypothesis and the result.
This is what the title means by general testing versus Shopify CRO. Two capable testing tools built for general use, and neither built specifically around the surface where a Shopify store's revenue is actually decided. Explore optimizes for revenue per visitor directly, and because Customer Value Optimization ties each result back to repeat, high-value buyers, the lift it confirms is margin the store keeps rather than traffic it rents. Explore also reaches Shopify-specific levers most generic testing tools cannot touch, including price testing; see Explore 3.0: pricing testing on Shopify.
AB Tasty vs Conductrics vs Explore: the capability comparison
Side by side, the three tools sit at different points on the experiment lifecycle. AB Tasty is the no-code marketing layer for feature-flagged web experimentation, now inside the VWO group. Conductrics is the general-purpose optimisation platform, with a visual editor, server-side, edge, and mobile testing, and contextual bandits. Explore is the eCommerce CRO layer for the store team that owns product, cart, and checkout, and is judged on revenue per visitor. See A/B testing with Explore for how those experiments run natively on the Shopify funnel.
| Capability | AB Tasty | Conductrics | Omniconvert Explore |
|---|---|---|---|
| Primary function | No-code web testing and feature management | Experimentation and optimisation across web, server, edge, and mobile | eCommerce CRO on product, cart, and checkout |
| A/B testing | Yes visual editor and feature flags | Yes visual editor, server-side, and mobile | Yes visual editor plus code |
| Multivariate testing | Yes | Yes with a Main Effects Report | Yes |
| Server-side testing | Partial via a separate paid server-side add-on | Yes REST API, libraries, and edge | Yes |
| Visual editor | Yes strong no-code editor | Yes Conductrics Express | Yes WYSIWYG for marketers |
| On-site surveys and overlays | Partial personalisation, no native survey tool | Yes on-site surveys inside experiments (Conductrics Surveys) | Yes surveys and overlays built in |
| Shopify integration | Medium limited, no native checkout connector | Partial no dedicated Shopify app; installs through its script tag | Yes native |
| eCommerce focus | Medium marketing-site oriented, not store-native | Low general-purpose, not store-native | High built for store revenue workflows |
| Pricing model | Custom, contact sales, free trial available | Prices not published, quote from sales | Session-based, built for store traffic, free trial |
| Best for | Marketing teams wanting no-code testing and feature flags | Teams testing across web, server, edge, and mobile with bandits | Shopify and eCommerce teams optimizing for revenue |
| User rating | 4.4 out of 5 (G2, 424 reviews, as of 2026) | No public G2 rating | 4.6 out of 5 (G2, 197 reviews, as of 2026) |
AliveCor used Explore to run a structured A/B testing program and achieved +21% conversion rate, +5% revenue per visitor, and 94% statistical relevance across their experiments. [Omniconvert, AliveCor case study]
Competitor ratings, pricing, and plan details reflect publicly listed figures as of 2026 and can change. AB Tasty is a marketing-team platform now inside the VWO group after the 2025 merger; Conductrics is a general-purpose optimisation platform with a visual editor, server-side and mobile SDKs, and no dedicated Shopify app. Explore uses session-based pricing; see the Omniconvert pricing page for current plans.
Get the full CROBenchmark data behind these stats: 7,000+ websites, 15+ industries, 248+ audit criteria, 100+ CRO experts. See exactly where eCommerce growth teams are losing margin in 2026.
Get the CROBenchmark ReportFrequently Asked Questions
Should you choose Explore over AB Tasty or Conductrics?
Decide by who owns the test. If a marketing team runs variants on broad web pages and wants feature flags in the same place, AB Tasty inside VWO fits. If a team wants visual, multivariate, and bandit tests across web, server, edge, and mobile apps, Conductrics fits. For a Shopify store judged on revenue per visitor, run the next product, cart, and checkout experiment in Explore, where the test ships natively against store data and reports back in revenue per visitor.
AB Tasty and Conductrics are both capable experimentation tools, built for different jobs. AB Tasty is the marketer's no-code pick, reorganised inside the VWO group after the 2025 merger. Conductrics is the general-purpose pick, with a visual editor, multivariate tests, contextual bandits, and server-side, edge, and mobile options.
The question for a Shopify store is narrower: can the person who owns the growth number run a controlled experiment on product, cart, and checkout today, and read the result in revenue per visitor. That is the surface Explore is built for, and the reason most eCommerce teams land on it rather than on a marketing-site tool or a general-purpose platform.
Stop guessing.
Start testing what moves revenue.
Explore runs A/B, multivariate, and personalization experiments on your product pages, cart, and checkout, then measures the outcome in revenue per visitor, not just clicks.
4.6 out of 5 across 197 reviews, G2 , as of 2026