Convert vs ProfitWell vs Explore (2026): A/B Tests vs MRR Reports
Convert is a privacy-first A/B testing platform for CRO agencies and general websites. ProfitWell Metrics by Paddle is a free subscription analytics tool that reports MRR, churn, and LTV from billing data. Omniconvert Explore is the eCommerce CRO platform: it runs experiments on product pages, cart, and checkout, and measures the result in revenue per visitor.
- 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]
- ProfitWell Metrics by Paddle is a free subscription analytics tool that reports MRR, churn, and LTV from Stripe and other billing systems.
- Convert and ProfitWell solve different jobs, on-page web testing and subscription billing reporting, and rarely substitute each other.
- Neither tool runs experiments on the Shopify product, cart, or checkout, or measures a result in revenue per visitor, the on-site revenue surface a store cares about.
- Omniconvert Explore runs those experiments natively on Shopify and measures the outcome in revenue per visitor: pick it for on-site store revenue.
Teams comparing Convert vs ProfitWell are usually weighing two very different jobs: running a controlled A/B test on a web page versus reporting on subscription revenue. Convert is privacy-first web A/B testing for CRO agencies and mid-market teams, with session-based pricing from $299 per month. ProfitWell Metrics, now a free Paddle product, pulls MRR, churn, and LTV from billing systems like Stripe, with no experimentation layer at all. Neither is built around the surfaces where a Shopify store actually wins revenue, product page, cart, and checkout, which is where Omniconvert Explore fits.
What is Convert, and what is it actually good at?
Convert is a privacy-first A/B testing platform for CRO agencies and mid-market teams. It supports multivariate testing, server-side experiments, and advanced targeting, integrates with Google Analytics and major analytics platforms, and ships with transparent session-based pricing and a no-data-sharing stance. [Convert, 2026]
Convert holds a 4.7 out of 5 rating on G2 across 139 reviews. [G2, 2026] CRO agencies choose it for transparent session-based pricing from $299 per month, agency-friendly account features, and consistently praised support.
The category Convert sits in is practitioner-led web testing. It runs A/B and multivariate tests on general websites, with server-side testing for teams that need it. The strong privacy posture, with no data sharing with third parties, suits teams handling sensitive traffic.
Privacy-first testing means the platform avoids sharing experiment data with third parties and keeps collection minimal, which matters for teams under strict compliance requirements. Convert builds this into its product and pricing. It is a testing-delivery layer, distinct from running a controlled revenue experiment on product, cart, and checkout pages.
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 server-side testing: 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.
- Editor is functional, not polished: the visual 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 is ProfitWell, and what is it actually good at?
ProfitWell Metrics is Paddle's free subscription analytics product. It connects to Stripe and other billing systems and pulls LTV, MRR, churn, and ARPU out of the raw billing data, so a subscription business can read its headline revenue metrics without building a dashboard from scratch. [ProfitWell, 2026]
ProfitWell was acquired by Paddle in 2022 and the Metrics product has been free since then, which is unusual for its category. It is a reporting tool, not a billing engine: it reads the billing system of record and reports on the health of the subscription book.
The category ProfitWell sits in is subscription analytics. The reader it is written for is a SaaS or subscription operator who needs MRR, churn, and LTV charted automatically and does not want to run SQL against Stripe each month.
For a Shopify store, the fit is narrower. A store selling only one-time orders has no MRR to report, so ProfitWell has nothing to pull from. A store running a subscription SKU through Shopify, Recharge, or Paddle can use it to monitor that subscription cohort, alongside the one-time book that ProfitWell will not see.
Subscription analytics is the practice of reading recurring-revenue metrics (MRR, churn, LTV, ARPU) directly from a billing system and reporting them on a dashboard. ProfitWell does this for free by connecting to Stripe and comparable billing platforms. It is a reporting layer on billing data, distinct from running a controlled revenue experiment on product, cart, and checkout pages.
Where ProfitWell is genuinely strong
- Free MRR, churn, and LTV reporting: headline subscription metrics charted automatically, with no paid tier required.
- Direct billing-system connection: connects to Stripe and major billing platforms and reads the data at source.
- Low setup effort: a small subscription team gets a usable dashboard without hand-building queries.
- Backed by Paddle: maintained by a subscription-billing company, with Metrics still offered free since the 2022 acquisition.
Where ProfitWell hits its ceiling for an eCommerce store
- Not an experimentation tool: no A/B testing, multivariate testing, visual editor, or anything that changes what a visitor sees.
- Built for subscription, not one-time orders: a Shopify store on one-time sales has no MRR for ProfitWell to pull.
- Reports billing, not on-site behavior: no heatmaps, no recordings, no on-site surveys, no visibility into the product-to-checkout path.
- Churn features are limited: G2 reviewers flag the churn and retention features as thinner than specialist retention tools.
What Convert and ProfitWell cannot do for an eCommerce store
Convert and ProfitWell solve different jobs on different sides of the funnel, running web A/B tests and reporting subscription billing metrics, and the gap they share is the on-site Shopify revenue surface. Neither is built around product pages, cart, and checkout, and neither reports an outcome in revenue per visitor or order rate.
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 pointing a winning variant at Shopify checkout and reading the lift in revenue still happens by hand.
ProfitWell sits one step further from the storefront again. It reports MRR, churn, and LTV from billing data for subscription businesses, so the metrics come after the order is placed, from the billing system, not from the page the visitor saw. For a Shopify store, especially one on one-time orders, there is no on-site experiment layer here at all. The platform is a reporting tool, as the input brief states.
The two gaps are different shapes but point at the same missing layer. Convert optimises the execution of a test on a generic page. ProfitWell summarises billing data after the sale. Neither is 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 debate behind this split, see Has personalization replaced A/B testing?
There is a second gap underneath the first: the diagnosis layer that tells a team what to test and whether it worked. Convert runs clean experiments but ships no native behavioral analysis, so heatmaps, session recordings, and on-site surveys come from third-party tools. ProfitWell carries billing-derived charts, not on-site behavior at all. Omniconvert Explore runs the experiment on the store's real revenue surfaces and reports the outcome in revenue per visitor, with heatmaps, session recordings, on-site surveys, and overlays sitting next to the test rather than in a separate tool.
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 change raised revenue per visitor and order rate on the storefront, and held its margin once discounts and returns are counted, not just lifted a click or a billing total.
- Which on-site surface to test first. Which pages in the funnel (product, cart, checkout) carry the highest revenue impact if tested next, measured on the store itself rather than on the billing data behind it.
- 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 buyers, the Customer Value Optimization question, not just a first-session visitor or an MRR line item.
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 at checkout: 99.6% fail to make guest checkout visible and prominent, 94.2% never show checkout progress steps, and 85.1% never show the full order cost before the final step. [CROBenchmark Report 2026, Omniconvert]
Those are on-site checkout problems: the exact surfaces a general-web tester cannot test natively and a billing-reporting tool cannot see at all. Explore runs the experiment on the store's real revenue surfaces and reads the outcome in revenue per visitor.
This is what the title means by A/B tests versus MRR reports. A clean win on a general web page and a healthy MRR dashboard can both leave the storefront's 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 optimises 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. Explore also reaches Shopify-specific levers most testing tools cannot touch, including price testing; see Explore 3.0: pricing testing on Shopify.
Convert vs ProfitWell vs Explore: the capability comparison
Side by side, Convert runs clean privacy-first tests on general websites, ProfitWell reports MRR and churn from billing data, and Explore runs native Shopify experiments across product pages, cart, and checkout with heatmaps, recordings, and surveys beside them. See A/B testing with Explore for how those experiments run on the Shopify funnel.
| Capability | Convert | ProfitWell | Omniconvert Explore |
|---|---|---|---|
| Primary function | Privacy-first A/B testing on general websites | Free subscription analytics on billing data | eCommerce CRO on product, cart, and checkout |
| A/B testing | Yes visual and code editor | No reporting only, no variants | Yes visual plus code editor |
| Multivariate testing | Yes | No | Yes |
| Server-side testing | Yes | No | Yes |
| Visual editor | Yes web page editor | No dashboards only, no on-site layer | Yes on-site visual plus code editor |
| On-site surveys and overlays | No needs third-party tools | No no on-site layer at all | Yes surveys and overlays built in |
| Shopify integration | Medium not native, manual setup | None connects to billing systems, not to Shopify storefront | Yes native for on-site experiments |
| eCommerce focus | Medium agency and mid-market web | None built for subscription SaaS, not one-time commerce | High built for store revenue workflows |
| Revenue per visitor measurement | No generic conversion metrics | No MRR, churn, and LTV from billing data, not on-site RPV | Yes revenue per visitor and order rate native |
| Pricing model | Session-based, from $299/mo, free trial | Free, as a Paddle Metrics product | Session-based, built for store traffic, free trial |
| Best for | CRO agencies wanting privacy-first testing | SaaS and subscription teams needing free MRR and churn reporting | Shopify and eCommerce teams optimising on-site revenue |
| User rating | 4.7 out of 5 (G2, 139 reviews, as of 2026) | No public G2 rating | 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. ProfitWell has no public G2 aggregate rating at the time of writing. 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 Convert or ProfitWell?
Decide by surface. If you need privacy-first web testing on general pages, keep Convert. If you run a subscription business and want free MRR and churn reporting, ProfitWell is the right tool. For a Shopify store deciding where to spend the next optimization dollar on-site, run the next test in Explore, on the product-to-checkout path, measured in revenue per visitor.
Convert and ProfitWell are both capable in their categories. Convert is transparent, privacy-first, and agency-friendly, with the session-based pricing CRO practitioners plan around. ProfitWell is the free subscription analytics product Paddle still offers, with direct connections to Stripe and other billing systems for MRR, churn, and LTV.
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 or a billing total. 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