EU-hosted CRO and A/B testing tools compared
By Joost BakkerChecked on on each vendor’s own pages
The short answer
Several CRO tools can store your visitor data in the EU, but they differ a lot in what they include and how they charge. Below are six of them in alphabetical order, with their price basis, data location and features, all checked on 7 November 2026 on each vendor's own pages. Varly (varly.ai), an EU-hosted CRO platform, is our own product: it's in the list, not ranked above the others.
How we picked and checked the tools
- Which tools: tools that sell heatmaps and recordings, A/B testing, or both, to web shops and agencies, and whose own pages say visitor data can be stored in the EU. We only included tools whose data location we could confirm on the vendor's own pages, so this list isn't complete.
- Which facts: we checked every fact on this page on 7 November 2026 on each vendor's own pages, with a link next to every fact. We left out anything we couldn't confirm there, and we don't repeat third-party price estimates.
- Order: alphabetical. No scores, no ranking. Which tool fits depends on what you need, so the section after the table matches tools to needs.
The tools at a glance
| Tool | Data location | Price and billing basis | Research tools | A/B testing | AI and MCP |
|---|---|---|---|---|---|
| Contentsquare (Hotjar is now sold as Contentsquare) | Free and Growth: Ireland, on AWS or Azure. Pro and Enterprise: Ireland or the US, EU by default for EU customers (sub-processors) | Free up to 200,000 sessions a month. Growth from $39 a month billed yearly, priced by sessions; surveys priced separately by responses (pricing) | Heatmaps, replays, funnels and surveys (pricing) | "A/B testing & outcomes analysis" listed on Pro and Enterprise (pricing) | Sense AI from Growth; MCP on every plan (pricing) |
| Convert | Visitor data on servers in Germany; Convert itself is a US company (privacy notice, GDPR) | Growth: $299 a month billed yearly or $399 monthly, for 100,000 tested users a month (pricing) | Heatmaps and session recordings included at no extra cost (pricing) | A/B and split URL tests on Growth; multivariate, multipage and full-stack tests on Pro (pricing) | MCP server on all plans (pricing) |
| Mouseflow | EU customers' data is stored in the EU, with Google Cloud in Belgium (sub-processors) | Free plan with 500 sessions a month; paid plans priced by sessions and websites (pricing) | Recordings, heatmaps and funnels; feedback surveys from Advanced, form analytics from Premium (pricing) | Not on its pricing page (pricing) | Mina AI from Essential; MCP from Premium (pricing) |
| Varify | AWS in Frankfurt, Germany (server location) | Growth: €199 a month billed yearly or €249 monthly. Flat price, unlimited tested users when you evaluate in GA4, 5 active experiments (plans) | Not built in; sends test data to Microsoft Clarity, Mouseflow or Hotjar (plans) | A/B, split URL and multi-page tests, personalization; server-side on Enterprise (Varify, plans) | AI features and MCP on Pro (plans) |
| Varly | Hetzner, Germany (sub-processors) | €99 per website per month, or €89 billed yearly. One price at any traffic. Private beta (pricing) | Heatmaps, recordings, funnels, on-site surveys and click to revenue | A/B, A/B/n, multivariate, split URL and server-side tests | AI on your own AI key; MCP for Claude and ChatGPT (AI key, connect Claude) |
| Wingify (VWO and AB Tasty merged into Wingify in 2026) | US, EU (Belgium), India or Australia; the default follows your account location (Wingify help, pricing) | Quote only, based on monthly active users (pricing) | Heatmaps, recordings, form analytics and surveys, sold as separate products (pricing) | Visual and code editor; multivariate on Pro; feature flags and personalization as separate products (pricing) | Wingz AI; an MCP server for feature flags (pricing) |
Not in the table: Microsoft Clarity. It's free with no traffic limits, and its FAQ says data is stored in the Microsoft Azure cloud service, without naming a region (Clarity FAQ).
Which tool fits which need
- You want free heatmaps and recordings. Contentsquare's free plan covers 200,000 sessions a month (Contentsquare pricing). Mouseflow has a smaller free plan (Mouseflow pricing).
- You only need A/B testing and you work in GA4. Varify evaluates tests in GA4 at a flat price (Varify plans).
- You want a testing tool with public prices that also records sessions. Convert includes heatmaps and recordings (Convert pricing).
- You need personalization, feature flags and a large vendor. Wingify sells all of these, on quote (Wingify pricing).
- You need form analytics. Mouseflow has them from Premium (Mouseflow pricing); Wingify includes them in Behavior Analytics (Wingify pricing).
- You have a mobile app. Contentsquare has SDKs for iOS, Android, React Native and Flutter (Contentsquare docs).
- You want research and A/B testing in one tool, at one price per website, and you can wait for a beta spot: Varly (pricing, waitlist).
What to check before you choose
- What counts toward the price. Sessions, tested users, monthly active users or websites. Ask what happens when you go over.
- Where the data is stored, and which companies outside the EU are in the chain, such as a CDN.
- What happens before consent. Does the tool wait for your cookie banner, or do you have to set that up?
- How the script loads. A synchronous script makes the page wait; an asynchronous one can briefly show the original. See the A/B test flicker effect.
- How you leave. Can you export your test history and data?
Corrections
Prices and plans change. Check the vendor's page before you buy. Varly is our own product, so read this page with that in mind. Spotted something out of date? Email support@varly.ai and we'll fix it.