Varly vs Convert, compared
By Joost BakkerChecked on on each vendor’s own pages
The short answer
Convert is an A/B testing tool with public prices, from $299 a month billed yearly for 100,000 tested users a month, and its pricing page now also lists heatmaps, session recordings and an MCP server (Convert pricing). Its visitor data stays on German servers, while the company itself is registered in the US (Convert privacy notice). Varly (varly.ai), an EU-hosted CRO platform, charges €99 per website per month at any traffic and adds funnels, form analytics and on-site surveys, but it is in private beta.
What Convert includes now
- Heatmaps and recordings: "Convert Signals® & Heatmaps" is listed from the Growth plan. Convert says its native heatmaps and frustration-sensing session recordings cost nothing extra and don't use your tested-user quota. The pricing page names no limits or retention periods for them (Convert pricing).
- MCP server: on all plans, in a hosted and a local version, to analyze data, build dashboards and create experiences from your own AI tools (Convert pricing).
- AI: Convert Intelligence®, in beta on every plan, is an in-app assistant that helps set up variations, analyze data and suggest hypotheses. The visual editor also has AI code checks and copy suggestions (Convert pricing).
- Not on the pricing page: funnels, form analytics and on-site surveys (Convert pricing).
Comparison table
Checked on 8 November 2026. Every fact about the other tool links to that vendor's own page.
| Varly | Convert | |
|---|---|---|
| Price | €99 per website per month, or €89 a month billed yearly. Outside Europe: $125, or $112 billed yearly. | Growth: $399 monthly, or $299 a month billed yearly. Pro: $599 monthly, or $420 a month billed yearly. Enterprise: on request, yearly only. In USD, without VAT (pricing) |
| Billing basis | Per website. One price, whatever your traffic. Yearly billing locks the price for 12 months. | Monthly tested users: the visitors who are bucketed into your experiments, not your total traffic. Growth and Pro include 100,000 a month, Enterprise 1 million. Extra users cost $399 per 100,000 on Growth and $699 per 250,000 on Pro; you can turn this off (pricing) |
| Plans | One plan, with every feature included | Growth: 5 projects, 5 active experiences per project, 10 domains, 30 goals per project. Pro: 30 projects, unlimited experiences and domains (pricing) |
| Can you start today? | No. Private beta with a waitlist. | Yes, with a 15-day free trial without a credit card. Nothing is billed when it ends (pricing) |
| Hosting and data location | Hetzner, Germany. Cloudflare, a US company, delivers the snippet (sub-processors). | Visitor data stays on German servers in Europe; Convert Insights Inc. is registered in the US (privacy notice). The pricing page lists EU-based servers in Frankfurt (pricing) |
| Heatmaps and recordings | Built in. Recordings are kept 30 days, favorites 13 months. | Heatmaps and session recordings at no extra cost, outside the tested-user quota (pricing) |
| Funnels, form analytics and surveys | Built in, with orders and revenue per survey answer | Not on the pricing page (pricing) |
| A/B testing | A/B, A/B/n, multivariate, split URL and server-side tests. Visual editor and custom code. | A/B and split URL tests on Growth. Multivariate and multi-page tests, multi-armed bandits and "Full Stack & Feature Flags" on Pro. Shopify theme, shipping and price testing (pricing) |
| AI | Varly's AI builds test variants and summarizes research. It runs on your own AI key, billed by your AI provider. | Convert Intelligence® (beta) on every plan; AI code checks and copy suggestions in the visual editor (pricing) |
| MCP (use it from Claude or ChatGPT) | Yes. An assistant can read research, draft tests and, if you allow it, launch them. | Yes, on all plans, hosted or local: analyze data, build dashboards and create experiences (pricing) |
| Consent | Does nothing until your cookie banner gives consent: no cookie, no data, no test variant. | Without a consent setup, Convert tracks and runs experiences normally. You can add code to hold back cookies only, or to block cookies and experiences until consent (Convert help) |
| Script loading | Asynchronous. During a test it hides only the parts it changes, for 2.5 seconds at most. | Synchronous or asynchronous, your choice (developer docs). Convert says sync is "the only guaranteed way" to avoid flashing; its async snippet hides the page body for up to 500 ms by default (Convert help) |
Varly facts come from our help center: pricing, consent, privacy and GDPR, forms, survey results, server-side tests, A/B/n and multivariate tests and install the snippet.
How the prices compare
The two tools count different things, so compare them with your own numbers.
- Convert counts tested users: only the visitors who take part in an experiment. 100,000 a month are included on Growth, at $299 a month billed yearly (Convert pricing).
- Varly counts websites: €99 per website per month, or €89 billed yearly, whatever your traffic and however many visitors take part in tests (pricing).
- Several sites: Convert's Growth plan covers 10 active domains within one quota (Convert pricing). Varly charges per website; agencies pay €89 per client website per month (pricing).
Choose Convert if…
- You need to start today. Convert has a 15-day free trial without a credit card (Convert pricing).
- You need feature flags or full-stack testing. Convert lists "Full Stack & Feature Flags" on Pro (Convert pricing).
- You test on Shopify beyond the page. Convert offers Shopify theme, shipping and price testing (Convert pricing).
- You run many sites under one plan. Growth covers 10 active domains (Convert pricing).
- You want synchronous loading to avoid flashing, which Convert supports (Convert developer docs).
- You want phone support and guided onboarding. Both are listed on Pro (Convert pricing).
Choose Varly if…
- You want funnels, form analytics and surveys next to your heatmaps, recordings and A/B tests, in one script (install the snippet).
- You want to know which answers and clicks go with orders. Varly shows orders and revenue per survey answer (survey results) and per clicked element (click to revenue).
- You want a price that doesn't move with traffic. One price per website, however many visitors take part in tests (pricing).
- You want measuring to wait for your cookie banner by default, without extra code (consent).
- Marketers build the tests. In the visual editor you describe a change and Varly's AI builds it, or you edit text, images and styles yourself (visual editor).
- You want personalization with a holdout, to see whether showing a change to one audience helps (personalization).
When Varly is not the right choice
- You need a tool today. Varly is in private beta with a waitlist.
- You need feature flags. Varly runs server-side tests, but has no flag management.
- You test in a mobile app. Varly is web-only.
- You need data stored outside the EU. Varly stores data in Germany only.
- You want phone support or an account manager. Varly's support is by email; we don't plan or run your tests (pricing).
- You need a long track record. Varly is a young product.
How we checked
We checked every fact on this page on 8 November 2026 on each vendor's own pages, linked next to the fact. Varly facts come from our own help center. We left out anything we couldn't confirm on the vendor's pages, such as limits and retention for the heatmaps and recordings. 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.
More background: A/B testing for e-commerce and session recordings and the GDPR.