How do you define 'tested users'?

A tested user is any visitor included in any experiment (A/B Testing, Personalization, or Survey) and visible in the reporting area. For example, if 500 users see the control page and 500 see the variation page in an A/B test, you consume 1,000 tested users.

Can the Omniconvert code be installed using Google Tag Manager?

Yes, you can install our code using GTM. However, this may slow down code deployment, causing issues like screen flickering during A/B tests or delayed triggering for popups.

Can Omniconvert be used for any type of website?

Omniconvert works for most self-hosted websites, including custom-coded sites, CMS platforms (e.g., WordPress, Joomla, Drupal), and eCommerce platforms (e.g., Shopify, Magento, BigCommerce). The main requirement is access to the source code to paste in Omniconvert's code.

Established 2013 · Bucharest, Romania

Omniconvert is a 13-year-old eCommerce optimization company behind Explore, Pulse, and Nexus.

Founded in 2013. Headquartered in Bucharest, Romania.

Our story

Thirteen years of eCommerce optimization

More than 2,500 eCommerce and retail brands have run over 70,000 experiments on Omniconvert's platforms, among them Decathlon, Auchan, Tempur, Avon, Patagonia, and Heineken. That track record, built on a holistic, customer-centric approach, is why Omniconvert holds a 9.2 rating on G2, one of the highest in the category.

All of it started in 2013 with four people in a corner of a Bucharest advertising agency, who built the first platform to put A/B testing, surveys, and on-site overlays under one login and signed paying customers within weeks. In 2016 the company rebranded from Marketizator to Omniconvert, took on backing from Catalyst Romania, and set out to build for the whole customer lifecycle rather than the first click.

Omniconvert has been profitable since 2023 and independent the whole way. That same conversion and retention playbook is now moving into Nexus by Omniconvert, the AI eCommerce growth engine, currently in beta. Any store can start free with a market benchmark at ecommercebenchmark.ai and see exactly what to fix next.

13 years

in eCommerce optimization

70,000+

experiments run

2,500+

brands using Omniconvert

9.2 / 10

rating on G2

Leadership

Founder

“

Valentin Radu

Founder & CEO, Omniconvert

Valentin Radu founded Omniconvert in 2013 after running conversion and retention experiments as CMO of a large online car insurance company. Those experiments produced a 36% increase in incremental revenue in one year, which convinced him to build a product that other eCommerce companies could use to do the same.

He is the author of The CLV Revolution: Transform Your Ecommerce with Customer Value Optimization, and teaches customer value optimization through the CVO Academy.

Connect on LinkedIn

CROBenchmark

The largest public CRO audit for eCommerce

Omniconvert built CROBenchmark to give every eCommerce store a free, data backed view of how it compares to the market on conversion rate optimization.

7,000+

stores audited

15+

industries covered

platforms supported

248+

audit criteria

100+

CRO experts

Run your free CRO audit on CROBenchmark.com

CVO Academy

Training the people who run CRO

5,000+

professionals
educated

In 2021, Omniconvert teamed up with eight practitioners and academics to launch the CVO Academy, a training program built around the Customer Value Optimization methodology. More than 5,000 eCommerce professionals have gone through the program to learn how to grow customer lifetime value.

Visit the CVO Academy

Product suite

One platform, three products

AI growth engine · Beta

Nexus by Omniconvert

The AI eCommerce growth engine, currently in beta. Nexus finds the opportunity, runs the test, creates the ad, and launches the campaign.

See Nexus

CRO & testing

Omniconvert Explore

CRO and A/B testing. Run experiments on product pages, checkouts, and anything else that affects revenue.

See Explore

NPS & retention

Omniconvert Pulse

NPS software for retail. Measure sentiment, trigger real-time action, and reduce churn.

See Pulse

Trusted by

eCommerce and retail teams

Timeline

Our story, year by year

The plain-prose history above covers the headline numbers. Here is the fuller timeline, milestone by milestone.

2013

Founded with a team of four in Bucharest. Built the first CRO platform to combine A/B testing, surveys, and website overlays under one login, and signed the first paying customers.

2016

Catalyst Romania, a private equity growth and venture capital fund, invested 1 million euro. The company rebranded from its original name, Marketizator, to Omniconvert.

2017

Faced premature scaling. The go-to-market strategy worked, but the CRO market and target customers were not ready for a complex product. The company restructured and refocused on larger, more mature customers.

2018

Re-engineered A/B testing reporting with frequentist and Bayesian models, so lower-traffic websites could get insights earlier. G2 named Omniconvert the CRO tool with the highest overall customer satisfaction, after 200 interviews with eCommerce and retail leaders surfaced customer lifetime value as their biggest problem.

2019

Defined a new category, Customer Value Optimization, and started building a customer analytics platform that blends qualitative and quantitative data to improve CLV for eCommerce.

2020

Omniconvert Reveal launched. Decathlon, Office Direct, and Otter joined as beta customers. One shoe retailer saw a 30% increase in customer retention after 6 months of experimentation.

2021

Teamed up with eight practitioners and academics to launch the CVO Academy. Reveal gained traction on the Shopify marketplace.

2022

Reached a perfect 5/5 rating on the Shopify app marketplace and a High Performer rating on G2's CRO report. Launched a dynamic audience builder for RFM based ad and email campaigns on Meta, Google, Klaviyo, and Sendgrid.

2023

Reached profitability, with a team of 35 producing 4x the output of the 60 person team from 2017. Launched an NPS solution for omnichannel retailers. Tempur, Auchan, Orange, Avon, and Max Mara adopted Omniconvert's solutions.

2024

Entered private beta with an in-store experimentation solution built for large retailers.

2025

Launched v2 of the AI CRO Audits at CROBenchmark.com, giving eCommerce companies instant clarity on what's broken and what to fix next.

2026

Opened the beta for Nexus by Omniconvert, the AI eCommerce growth engine.

2026

Launched ecommercebenchmark.ai, a free public audit covering ads and creative, reviews, AI visibility, agentic commerce readiness, competitor benchmarking, and CRO, so any store can see its full score in minutes.

Philosophy

What we believe

Profit is the only vanity metric that matters

Traffic, impressions, and ROAS look good in a deck. None of them pay salaries. We build for margin and lifetime value, because that is the number that decides whether a store is still here in three years.

Insight is worthless without a next move

A dashboard that tells you what happened but not what to do is just prettier confusion. Every signal we surface comes attached to the action worth taking, and the means to take it.

The operator stays in control

AI can find the opportunity, write the test, and build the campaign. It should never spend your money without your say-so. Every action waits for a human to approve it before it goes live.

Retention is where mature stores grow

Once acquisition stops paying, the winning game becomes lifetime value. We build for the second and third order, not just the first click.

Team

Meet the team

The people behind Omniconvert, Explore, Pulse, and Nexus.

Valentin Radu

Founder & CEO

Sorin Dumitrescu

CTO

Matei Vladimir Lungu

Chief Services Officer

Sorin Enache

Head of Conversion Rate Optimization

Laura Ruczui

Head of Optimization Services

Georgian Ivan

Head of Implementation

Radu Avramescu

Frontend Developer

Denysa Firanda

QA Analyst

Anca Stefan

QA Analyst

Cristina Dumitrescu

Frontend Developer

Cosmin Velea

Frontend Developer

Denis Muntianu

CRO Strategist

Andrei Stoleriu

CRO Strategist

Sandra Negrea

Optimization Strategist

Adrian Nistia

UI/UX Designer

Raluca Mihalache

Account Manager

Ruxandra Birsan

CVO Strategist

Andy Nastasa

Data Analyst

Francisc Nagy

Data Analyst

Andreea Fainis

Data Analyst

Andrei Faget

Senior Software Engineer

Antonia Biro

Software Engineer

Sorin Popescu

Senior QA Engineer

Valentin Mihai

Senior Software Engineer

Csaba Demeter

Senior Software Engineer

Fernanda Balboa

Sales Development Representative

Alex Neagu

Enterprise Growth Partner

Bogdan Marinescu

Customer Support Specialist

Mihaela Nazarovici

Customer Support Manager

Cristina Baraitarus

Full-Stack Digital Marketer

Mihaela Ceornoava

Financial Reporting Analyst

Gabriela Radu

Head of Accounting

Malina Robe

Office Administrator

Testimonials

What the team says

“

Omniconvert is the place you feel like home. It's the place you have real growth opportunities and you feel determined to learn new things and grow more and more. Here you feel valuable, appreciated and safe.

Anca Gogea

QA Analyst

“

Most inspiring environment. Here, I am getting more than I ever expected in terms of professional growth opportunities, learning, and personal growth. Omniconvert stands for highly skilled professionals and great people.

Sorin Enache

COO

“

The work environment is amazing and you always get the right support from the management if you have any difficulties. I had the freedom to bring my own ideas and be part of the decision making process.

Antonia Biro-Balan

Junior Software Engineer

Careers

Ready to build awesome things together?

Omniconvert started because there weren't enough good tech product jobs in Romania outside of outsourcing. We set out to build a tech product from the ground up, and there's still more to come.

See open roles

Sales Account Executive Sales Development Representative Business Development Manager