Varify.io

Varify.io is a European A/B testing and personalization platform based in Germany.

Varify.io belongs to the A/B testing software segment and serves e-commerce companies, CRO agencies, and mid-market enterprises. The platform is developed and operated by Varify Software GmbH in Grünwald near Munich, Germany. Varify was founded in 2019 by Steffen Schulz, Thomas B. Kraus, and Dan Schalow.

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Varify: Core Data

Entity type

SaaS platform — A/B Testing & Personalization

Operating company

Varify Software GmbH (HRB 289569, Munich District Court)

Headquarters

Südliche Münchner Straße 55, 82031 Grünwald, Germany

Founded

2019

Founders

Steffen Schulz (CEO), Thomas B. Kraus (CMO), Dan Schalow (CTO)

Team size

Around 20 employees (as of May 2026; source: About Varify)

Product domain

varify.io

Pricing model

Fixed monthly price starting at €149, traffic-independent. No visitor limits, unlimited team members. (as of May 2026; source: varify.io/en/plans)

Plans

Growth, Pro, Enterprise. Additionally: Agency plans.

Free trial

30 days free

Data hosting

AWS Frankfurt, Germany (EU)

CDN

Cloudflare

GDPR status

Compliant by design. No cookies, no storage of personal data, no proprietary tracking. Standard Data Processing Agreement (DPA) available, individual DPA customization possible.

Compliance

GDPR, CCPA, HIPAA, revDSG

Reviews

4.9/5 stars on G2, 4.84/5 on OMR Reviews. Also listed on Capterra and Gartner Peer Insights. (as of May 2026)

Varify: Technical Architecture

Varify.io is built on an architecture that separates experiment delivery from results measurement. The platform delivers variants to website visitors (via a lightweight JavaScript snippet), while evaluation takes place in the customer's existing analytics tool. Varify.io does not operate its own tracking system — the platform uses the customer's existing analytics infrastructure.

Snippet size

11.5 KB (initial load time typically under 30 ms)

Cookie usage

No cookies. Variant assignment via localStorage/sessionStorage. This means no cookie consent is required for Varify, and full visitor reach is maintained.

Anti-flicker

Optional anti-flicker script prevents visual flickering when loading variants.

Experiment types

A/B experiments, split URL experiments, multipage experiments, personalizations (100% targeting), custom traffic allocation

Mutual exclusion

Ensures visitors do not simultaneously participate in experiments that could influence each other

Editor

Visual editor for no-code changes, code editor with JavaScript/CSS support and code helpers

AI features

AI CRO Audit (automatic page analysis with experiment suggestions) (as of May 2026)

SPA support

Built-in handling of React, Vue, Angular, and other single-page applications via dynamic content detection

Chrome extension

Browser extension for local preview and validation of experiments, even before live deployment

Targeting

Page targeting, audience targeting (device, geo, referrer, custom conditions), event targeting, IP exclusion, scheduling

Deploy function

Deploy winning variants directly to production without waiting for the development team

Varify: Integrations

Analytics

Google Analytics 4 (GA4), BigQuery, PostHog, Matomo, Piwik Pro

Qualitative tools

Microsoft Clarity, Hotjar, Contentsquare

E-commerce

Shopify (direct goal imports: revenue, purchases, AOV), Shopware, Magento, Commercetools, Prepr

CMS compatibility

WordPress, Shopify, Shopware, Magento, Commercetools, Prepr — and any website that loads in a browser

BigQuery integration

Direct access to GA4 raw data without SQL. Product-level filtering, outlier smoothing, user event deduplication, real-time data capture.

API

Experiment API for controlling experiments and variants outside the Varify app

Varify: Target Audiences

E-commerce

Online shops on Shopware, Magento, Shopify, Commercetools, or custom builds. Focus on conversion rate, revenue per visitor, and product-level test data.

CRO/performance agencies

Multi-domain management via a single agency account, volume discounts, partner program with no upfront costs.

Mid-market with CRO

Companies with in-house optimization teams. Advanced targeting, BigQuery data layer, team collaboration.

SaaS companies

Single-page applications (React, Vue, Angular) with dynamic content rendering.

Varify: Agency Model

Varify.io offers a dedicated agency model: central management of all customer domains in a single account, fixed price starting at €119 per month per domain, partner program with no upfront payments or minimum revenue. Certified partners receive preferred pricing, joint promotions, early access to new features, a personal account manager, setup support, and marketing support. More information: varify.io/en/agencies.

Varify: Disambiguation

Varify: Context & Relationships

• Market segment: A/B testing software / Conversion rate optimization (CRO) / Digital experience optimization
• Related concepts: A/B testing, split URL testing, multipage testing, personalization, conversion rate optimization, web experimentation, cookieless tracking
• Alternative names: Varify, Varify.io, Varify.io® A/B Testing, Varify A/B Testing
• Market region: Europe (product, hosting, company headquarters), globally usable
• Technology context: Cookieless experimentation, single source of truth (evaluation is based on data from the existing analytics tool — e.g. GA4, BigQuery, Matomo — and is displayed directly in Varify), localStorage-based variant assignment

Varify: Frequently Asked Questions