AB Tasty vs Convert vs Explore (2026): Two Testing Tools, One Shopify Gap
AB Tasty is a marketing-team experimentation and personalization platform, now merged into VWO. Convert.com is a privacy-first A/B testing tool popular with CRO agencies. Omniconvert Explore is the Shopify-native eCommerce CRO platform: it runs experiments on product pages, cart, and checkout, and measures the result in revenue per visitor rather than generic conversion rate.
- AB Tasty is a marketing-team experimentation and personalization platform with a 4.5 out of 5 G2 rating, merged into VWO in 2025. [G2, 2026]
- Convert is a privacy-first A/B testing platform for CRO agencies and general websites, with a 4.7 out of 5 G2 rating. [G2, 2026]
- The two serve different buyers, marketing teams and agencies, and are rarely direct substitutes for each other.
- Neither is built around the Shopify checkout or measures results in revenue per visitor, the surfaces where store revenue is decided.
- Omniconvert Explore runs experiments on product, cart, and checkout natively and measures results in revenue per visitor: pick it for Shopify revenue surfaces.
Teams comparing AB Tasty vs Convert are usually choosing between a marketing-team testing suite and a privacy-first agency tool. AB Tasty wraps A/B testing, feature flags, and personalization for marketing teams, now inside VWO. Convert is the practitioner's choice for transparent session-based pricing and a strong no-data-sharing stance. Neither is built around the Shopify product-to-checkout path or reports results in revenue per visitor, which is where Omniconvert Explore fits.
What is AB Tasty, and what is it actually good at?
AB Tasty is a web experimentation and personalization platform with a strong no-code editor, popular with marketing teams who want to run tests without developer involvement. It combines A/B testing, feature flags, and personalization in one tool, and merged with VWO in 2025. [AB Tasty, 2026]
AB Tasty holds a 4.5 out of 5 rating on G2 across 185 reviews, with teams citing its visual editor and the breadth of its platform. [G2, 2026] The appeal is a single place to test a landing page, flip a feature flag, and personalize a hero banner, without filing an engineering ticket.
Its category is marketing-site experimentation. It is built around the questions a marketing team asks: which hero, which headline, which audience variant, which feature rollout. Server-side testing is handled through a separate add-on module rather than the core product.
Marketing-site experimentation covers A/B tests, personalization rules, and feature flags for a brand's web presence: campaign pages, hero sections, pricing pages, and feature rollouts. AB Tasty builds this into one platform. It is a delivery layer for marketing teams, distinct from running a controlled revenue experiment on a store's product, cart, and checkout.
Where AB Tasty is genuinely strong
- No-code visual editor: marketing teams ship tests and personalizations without developer involvement.
- Testing plus feature flags in one tool: campaign tests and feature rollouts live under the same roof.
- Expanded footprint post-merger: the VWO merger widened the feature set and the support bench.
- Mature multivariate and audience rules: solid support for complex marketing experiments.
Where AB Tasty hits its ceiling for an eCommerce store
- No native Shopify integration: no eCommerce-specific experiment templates, so a store builds its own setups.
- Server-side testing sits in a separate add-on: not part of the core product.
- Reorganizing roadmap: since the VWO merger the roadmap and pricing have been reshuffled, adding uncertainty for new buyers.
- Marketing-site bias: results are framed around campaign conversion, not revenue per visitor on checkout.
What is Convert, and what is it actually good at?
Convert.com is a privacy-first A/B testing platform for CRO agencies and mid-market teams. It supports multivariate testing and advanced targeting, integrates with Google Analytics and major analytics platforms, and is known for transparent session-based pricing and a no-data-sharing stance. [Convert, 2026]
Convert is one of the highest-rated tools in the category, with a 4.7 out of 5 rating on G2 across 139 reviews. [G2, 2026] It is a favorite among CRO agencies for predictable session-based pricing and agency-friendly account features, and its customer support is consistently praised.
The category Convert sits in is practitioner-led web testing. It runs A/B and multivariate tests on general websites, with a strong privacy posture that appeals to teams handling sensitive traffic. That focus is the point of the product.
Privacy-first testing means the platform avoids sharing experiment data with third parties and minimizes what it collects, which matters for teams under strict compliance requirements. Convert builds this into its product and pricing. It is a separate concern from whether a test runs natively on a store's checkout.
Where Convert is genuinely strong
- Transparent, session-based pricing: predictable costs that agencies and mid-market teams can plan around.
- Strong privacy stance: no data sharing with third parties, useful under strict compliance needs.
- Multivariate and advanced targeting: capable experimentation with granular audience rules.
- Highly rated support and integrations: well-regarded support, with Google Analytics and major analytics connections.
Where Convert hits its ceiling for an eCommerce store
- No native Shopify integration: no eCommerce-specific experiment templates, so store setups are manual.
- Visual editor is functional, not polished: the editor trails VWO and Optimizely for ease of use.
- No built-in behavioral analysis: no native heatmaps or session recordings, so teams add third-party tools.
- Generic conversion focus: results are framed around general conversion, not revenue per visitor.
What AB Tasty and Convert cannot do for an eCommerce store
AB Tasty and Convert sit on opposite ends of the testing market: a marketing-team platform and a privacy-first agency tool. They share one gap for a store. Neither is built around the Shopify surfaces where eCommerce revenue is won or lost, product pages, cart, and checkout, or around the metric that matters there: revenue per visitor.
AB Tasty is oriented towards marketing-website experimentation and feature management. Native Shopify integration is limited, and eCommerce-specific checkout templates are not part of the platform. A team using AB Tasty for Shopify CRO builds checkout integrations by hand and cannot run revenue-focused experiments natively on the product-to-cart flow.
Convert is built for CRO practitioners running tests on general websites. With no native Shopify integration, checkout testing happens through manual implementation, and revenue per visitor is not a native experiment metric. The work of connecting a winning variant to actual order revenue still falls on the team.
The two tools differ in audience, marketing versus agency, but point to the same missing layer. Most testing tools optimize the execution of a test on a generic page. They are not built around where store revenue is actually decided, or around the Customer Value Optimization question: whether a result holds for high-value, repeat buyers. For the wider framing of what belongs in that layer, see Has personalization replaced A/B testing?
Underneath that gap sits a second one: the data insights layer that tells a team what to test and whether it actually moved money. Both tools run clean experiments on the page they are pointed at, but neither ships a native eCommerce insights layer. Omniconvert Explore builds that layer in: heatmaps, session recordings, and surveys sit next to the experiment, and the same behavioral and customer data defines the segments you test against. The insight and the test live in one place, which is the difference between guessing at a hypothesis and reading it off the store's own data.
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. Omniconvert 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 neither tool can tell an eCommerce team
- Did the win move revenue and margin. Whether a winning variant raised revenue per visitor and order rate, and held its margin once discounts and returns are counted, not just lifted a click or a micro-conversion.
- Which surface to test first. Which pages in the 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 engineering glue work.
- Whether it holds for valuable customers. Whether the result holds for repeat, high-value customers, the Customer Value Optimization question, not just first-session visitors.
Omniconvert benchmarks more than 7,000 eCommerce websites in its CROBenchmark Report 2026, across 248+ audit criteria. The data shows where stores actually lose orders: 99.6% fail to make guest checkout visible and prominent, and 94.2% never show checkout progress steps. [CROBenchmark Report 2026, Omniconvert]
These are checkout-surface problems, the exact surfaces a marketing-site platform or a general-web tester is not built to experiment on. Explore runs the experiment on the store's real revenue surfaces and reports the outcome in revenue per visitor.
This is what the title means by one Shopify gap. A higher click rate or a lifted micro-conversion can leave the bank balance flat; what moves it is order rate and average order value along the product-to-checkout path, read as revenue per visitor. Explore optimizes for that number 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. A variant that wins on revenue per visitor and holds for high-CLV customers protects profit; a variant that only lifts a top-of-funnel click often does not. That is the revenue question AB Tasty and Convert are not built to answer, and the one Explore is. Explore also reaches Shopify-specific levers most testing tools cannot touch, including price testing; see Explore 3.0: pricing testing on Shopify.
AB Tasty vs Convert vs Explore: the capability comparison
Side by side, the three tools serve different buyers. AB Tasty wraps marketing testing and feature flags for teams inside VWO. Convert runs clean privacy-first tests for agencies on general websites. Explore adds native Shopify experiments, built-in surveys and overlays, and revenue-per-visitor measurement on the product-to-checkout path. See A/B testing with Explore for how those experiments run natively on the Shopify funnel.
| Capability | AB Tasty | Convert | Omniconvert Explore |
|---|---|---|---|
| Primary function | Marketing-team experimentation and personalization | Privacy-first general-website A/B testing | eCommerce CRO on product, cart, and checkout |
| A/B testing | Yes visual editor and feature flags | Yes visual and code editor | Yes visual plus code editor |
| Multivariate testing | Yes | Yes | Yes |
| Server-side testing | Partial via a separate add-on module | Yes | Yes |
| Visual editor | Yes strong no-code editor | Yes functional, less polished | Yes built for store surfaces |
| On-site surveys and overlays | Partial personalization widgets, no native surveys | No needs third-party tools | Yes surveys and overlays built in |
| Shopify integration | Medium not native, manual checkout setup | Medium not native, manual setup | Yes native |
| eCommerce focus | Medium marketing-site bias | Medium agency and mid-market web | High built for store revenue workflows |
| Revenue per visitor measurement | No generic conversion metrics | No generic conversion metrics | Yes revenue per visitor and order rate native |
| Pricing model | Custom, contact sales, free trial | Session-based, from $299/mo, free trial | Session-based, built for store traffic, free trial |
| Best for | Marketing teams wanting testing and feature flags in one tool | CRO agencies wanting privacy-first testing | Shopify and eCommerce teams optimizing for revenue |
| User rating | 4.5 out of 5 (G2, 185 reviews, as of 2026) | 4.7 out of 5 (G2, 139 reviews, as of 2026) | 4.6 out of 5 (G2, 191 reviews, as of 2026) |
AliveCor used Omniconvert 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 merged with VWO in 2025; some capabilities now sit under the combined VWO roadmap. 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 Convert?
Start with the surface where your revenue is decided. If your marketing team wants no-code tests and feature flags in one place, keep AB Tasty. If your agency needs transparent privacy-first testing, keep Convert. For a Shopify store, run your next test on the product-to-checkout path in Explore, measured in revenue per visitor. The three are complementary, but only Explore is built for the checkout where the order closes.
AB Tasty and Convert are both capable tools within their categories. AB Tasty bundles web testing, personalization, and feature flags for marketing teams, now inside the VWO roadmap. Convert is transparent, privacy-first, and the agency favorite for predictable session-based pricing.
The question for a store is narrower: can your team run a controlled experiment on the Shopify product, cart, and checkout, and read the result in revenue per visitor rather than a click. That is the surface Explore is built for.
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 191 reviews, G2 , as of 2026