Feature overview
A/B testing, split URL and multipage tests, personalization and AI-built experiments — in one cookie-less, GDPR-friendly platform at a fair price.
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#42 · product-page-cta
Variation 1
AI builder
shop / product
/
div.buy-box
89,90 €
In stock
Add to cart
Buy now — express
Free returns
·
Ships in 24 h
·
2-year warranty
Lift add-to-cart rate on this page
2 CHANGES APPLIED
SECONDARY BUTTON
Add “Buy now — express” beside the cart
TRUST ROW
Returns, shipping and warranty under the buy box
Live · 50/50 traffic
Goal: Add to cart
10 days running
+27 % uplift
Original
5.8 %
Variation 1
7.4 %
Significance 97 %
Declare winner
2.700+ teams trust Varify
All Varify features at a glance
Open a category to see everything it contains.
160+ features
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Experiment types & setup
Every kind of experiment you can run, and how traffic is allocated across them.
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A/B Testing
Split traffic between two or more variations of the same page and compare the results.
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Split URL Testing
Send traffic to completely separate URLs — ideal for full relaunches or new templates.
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Multi Page Testing
Run one experiment across several pages of a funnel and measure the journey as a whole.
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Personalization
Permanently show a specific audience a tailored version of your page.
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Full page redesigns
Rebuild an entire page as a variation instead of changing single elements.
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Multi-variation per experiment
Test as many variations against the control as you like within one experiment.
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Traffic Allocation
Decide what share of your visitors enters the experiment and how it is split.
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Traffic allocation with decimal places
Allocate traffic precisely, for example 0.5 % for a careful ramp-up.
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Archive experiments
Move finished tests out of the active list while keeping their results.
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Deactivate tracking per experiment
Run a change without measuring it — useful for pure rollouts.
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Media library
Upload and reuse images across experiments instead of hotlinking external files.
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Unlimited experiments
No cap on how many experiments run at the same time.
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Schedule Experiments
Set a start and end date so tests go live and stop automatically.
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Mutual exclusion of experiments
Prevent visitors from entering two conflicting experiments at the same time.
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Server-side testing
Run experiments in your backend or edge layer instead of the browser.
Editor
Build variations by clicking in your own page — and drop into code whenever you need to.
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Visual editor
Change texts, styles, images and layout by clicking directly in your page.
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Code editor
Write your own HTML, CSS and JavaScript for a variation.
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Text changes
Edit headlines, body copy, labels and button text without a developer.
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Style changes
Adjust colors, fonts, sizes, borders and spacing visually.
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Exchange of images
Swap images and background graphics inside a variation.
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Moving elements
Drag elements to a different position on the page.
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Add new HTML
Insert completely new sections, banners or blocks into the page.
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Change HTML
Edit the existing markup of an element directly.
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Duplicate elements
Copy an existing element including its styling to another spot.
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Add or change links
Change link targets or turn elements into links.
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Keyword Insertion
Insert dynamic values such as search terms or campaign parameters into your copy.
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Campaign Booster
Match landing page content to the ad a visitor clicked on.
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Single Page Application supported
Works with React, Vue and other SPAs, re-applying changes after route changes.
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Breadcrumb selector
Walk up the DOM tree to select exactly the element you want to change.
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User-defined selectors
Enter your own CSS selector to target elements precisely.
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Selector display for each change
See which selector a change is bound to, so you can spot fragile targeting.
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Delete or edit changes afterwards
Revisit and adjust individual changes in a variation at any time.
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Adjust margin & padding
Fine-tune spacing around and inside elements visually.
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Duplicate & rename variations
Copy a variation as a starting point and give it a meaningful name.
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Change the editor URL afterwards
Point the editor at a different page without rebuilding the experiment.
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Tooltips in the floating editor
Inline hints explain each editor control while you work.
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AI Prompt-Based Testing
AI
Describe the change in plain language and AI builds the variation and its code.
AI features
AI that finds the opportunity, writes the variation and explains the result.
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AI Results Summary
AI
AI summarizes what happened in the test and what it means in plain language.
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AI test ideas (CRO Audit)
AI
AI analyzes your page and returns prioritized, testable optimization ideas.
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AI Web Analytics Audit
AI
AI reviews your analytics setup and flags tracking gaps and data quality issues.
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Prompt Based Experiments (PBX)
AI
Describe the experiment in plain language and AI builds the variation for you.
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Bring your own AI Key
AI
Use your own provider key so AI usage is billed by your provider, not in credits.
QA & delivery
Check every variation in the live environment before real traffic sees it.
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QA Mode
Force yourself into a variation to check it in the live environment before launch.
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Auto-stop experiments
Stop an experiment automatically when a defined condition or end date is reached.
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Force a variation via URL parameter
Append a URL parameter to jump into a specific variation for QA or demos.
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Chrome extension (QA & variation switch)
Switch between variations directly in the browser while reviewing a page.
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Anti-flicker script
Hides the original content until the variation is applied, avoiding visible flicker.
Audience targeting
Define who is allowed into an experiment — from device to your own storage values.
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Device
Target desktop, tablet or mobile visitors.
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Browser
Restrict an experiment to specific browsers.
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Browser language
Target visitors by the language setting of their browser.
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Cookie
Include or exclude visitors based on cookie names and values.
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IP address
Target or exclude specific IP addresses or ranges, for example your own offices.
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JavaScript
Use a custom JavaScript condition to decide who enters the experiment.
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Platform
Target by operating system, such as iOS, Android, Windows or macOS.
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Session storage
Use session storage values as a targeting condition.
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Local storage
Use local storage values as a targeting condition.
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URL query parameter
Target visitors arriving with specific URL parameters, for example UTM campaigns.
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URL referrer
Target by the page or source a visitor came from.
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Geolocation
Target by country, region or city.
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Segment builder (UI)
Combine targeting conditions visually instead of writing code.
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Save & reuse segments
Store a segment once and apply it to future experiments.
Page targeting
Define where an experiment runs, down to a single element on the page.
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URL targeting incl. match types
Define where an experiment runs using exact, contains, starts-with or regex matching.
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Targeting via CSS selector
Run an experiment only when a specific element exists on the page.
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Targeting via JavaScript
Run an experiment only when your own JavaScript condition is true.
Experiment reporting
Results you can defend in a management meeting — with real statistics.
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Varify real-time tracking
Live results as conversions happen — no analytics connection required.
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Evaluation of Google Analytics 4 goals
Use your existing GA4 events as experiment goals.
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Evaluation of BigQuery goals
Evaluate experiments on raw event data instead of sampled reports.
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Evaluation of Shopify goals
Measure orders and revenue directly from your Shopify store.
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Evaluation of PostHog goals
Use your PostHog events as experiment goals.
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One-sided frequentist test procedure
Tests whether a variation is better than the control.
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Two-sided frequentist test procedure
Tests for a difference in either direction — better or worse.
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Bayesian test procedure incl. remaining test time
Shows the probability of winning and estimates how long the test still needs.
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Significance test of the results
Statistical confirmation that a difference is not random noise.
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Revenue significance & ARPU
Significance on revenue and average revenue per user, not just conversion rate.
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Exclude duplicate user events
Counts one conversion per user so repeat events do not distort results.
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Outlier Smoothing
Caps extreme individual orders so one outlier cannot decide the test.
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Setting the baseline variation
Choose which variation results are compared against.
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Segmentation of the results
Break results down by device, source, audience and more.
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Filter by device and new / returning users
Check whether an effect holds for mobile, desktop, new or returning visitors.
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Filter Shopify results by product
See which products drove the effect in a Shopify experiment.
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Experiment details in the report
Runtime, start and end dates and setup details are documented in the report.
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GA4: Auto-import of all events, metrics and key events
Your existing GA4 events appear as selectable goals without manual configuration.
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GA4: Evaluation based on events and users
Analyze results per event or per user, depending on the question.
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BigQuery: Automatic import of all events
All events in your export become available as experiment goals.
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BigQuery: Segmentation by cross-device tracking
Break results down by cross-device behavior.
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PostHog: Automatic import of all goals
Your PostHog events become selectable experiment goals.
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PostHog: Segmentation based on specific properties
Filter results by any PostHog event or person property.
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Shopify: Automatic import of the number of all sales
Order counts are imported automatically as a conversion metric.
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Shopify: Automatic import of all sales
Revenue is imported automatically so you can measure real business impact.
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Shopify: Segmentation by product
Break experiment results down by product.
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Shopify: Segmentation by product variants
Break results down by size, color or any other product variant.
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Shopify multi-currency revenue
Revenue is normalized across currencies for correct comparisons.
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CSV export of raw data
Download the underlying result data for your own analysis.
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Sharing results reports
Share a read-only report link with stakeholders and clients.
Integrations
Varify reads the events you already collect — no second tracking layer.
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Google Analytics 4
Import GA4 events and key events as experiment goals and evaluate them in Varify.
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GA4: Automatic creation & archiving of audiences
Varify creates and cleans up the GA4 audiences an experiment needs.
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GA4: Cross device tracking
Recognize the same user across devices when GA4 user data allows it.
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Google Analytics 4 (Shopify Custom Pixel)
GA4 measurement in Shopify through the official custom pixel.
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Google Tag Manager
Deploy the Varify script and events through your existing GTM container.
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Tracking setup wizard
A guided flow connects your analytics and verifies the setup in a few clicks.
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BigQuery
Evaluate experiments on raw event data from your BigQuery export.
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BigQuery auto setup
Varify creates the required BigQuery queries and views for you.
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BigQuery: Cross device tracking
Join sessions across devices using your raw BigQuery data.
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Shopify (conversions & revenue)
Orders and revenue flow into Varify automatically — no manual goal setup.
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PostHog
Connect PostHog as your analytics source for experiment goals.
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Matomo
Connect Matomo as your analytics source for experiment goals.
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Adobe Analytics
Connect Adobe Analytics as your analytics source for experiment goals.
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Mixpanel
Connect Mixpanel as your analytics source for experiment goals.
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etracker
Connect etracker as your analytics source for experiment goals.
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Piano
Connect Piano Analytics as your analytics source for experiment goals.
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Snowplow
Connect Snowplow as your analytics source for experiment goals.
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Tealium
Deploy and enrich Varify through your Tealium tag management setup.
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MS Clarity
Segment Clarity heatmaps and recordings by experiment variation.
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Hotjar
Segment Hotjar recordings and heatmaps by experiment variation.
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Mouseflow
Segment Mouseflow recordings and heatmaps by experiment variation.
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Fullstory
Send experiment data to Fullstory to watch sessions per variation.
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Contentsquare
Pass variation data to Contentsquare for deeper behavioral analysis.
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HubSpot
Connect HubSpot to link experiments to deals and lifecycle stages.
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Custom Tracker
Push experiment data into any tool via a custom tracking callback.
Connectors
Let AI assistants work directly with your experimentation and analytics data.
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Varify MCP
AI
Let AI assistants read and act on your Varify data through the Model Context Protocol.
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GA4 MCP
AI
Connect your GA4 data to AI assistants through the Model Context Protocol.
API
Everything Varify does in the UI is available programmatically.
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Experiments API
Create, update and control experiments programmatically.
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Reporting API
Pull experiment results into your own dashboards and data warehouse.
Security & compliance
Access protection and a full audit trail for everything that happens in the account.
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Multi Factor Authentication (MFA)
Protect accounts with a second factor in addition to the password.
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MFA enforcement at team level
Enforce multi-factor authentication for every member of your team.
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Login History
Review when and from where users signed in.
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Active Sessions Log
See all active sessions and end them remotely.
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Password/MFA confirmation for sensitive actions
Critical actions require re-authentication before they are executed.
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Activity Log
See which changes were made in the account and by whom.
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Account history (who changed what)
Full audit trail of account-level changes for compliance reviews.
Privacy
Testing that stays out of the legal risk zone — by design, not by configuration.
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Cookieless at the end-user delivery
No cookies are set on your visitors, so consent is not a blocker for measurement.
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Varify Consent Mode
Align experiment delivery and measurement with your consent management platform.
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CNAME: delivery via your own subdomain
Serve the script from your own subdomain for first-party context and better performance.
Roles & authorization management
Give every team member exactly the access they need.
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Set predefined user roles
Assign ready-made roles such as admin, editor or viewer.
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Creating new user roles
Define your own roles with exactly the permissions you need.
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Allocation of individual authorizations
Grant or revoke single permissions per user.
Payment
Billing options that fit your procurement process.
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Credit card
Pay by credit card, charged automatically per billing period.
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PayPal
Pay through your PayPal account.
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Bank transfer
Pay by invoice and bank transfer instead of an automatic charge.
Technical support
Answers from people who run experiments themselves.
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E-mail
Support by email from our technical team.
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AI assistant chat
AI
An in-app AI assistant answers setup and product questions instantly.
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Chat
Live chat with the Varify team during business hours.
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Slack
A shared Slack channel with direct access to your Varify contacts.
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Phone
Direct phone support for urgent topics.
Services
Hands-on help — from onboarding to running the programme with you.
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Development experiment
Our team builds complex experiments for you.
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Guided onboarding
A structured onboarding with your team so the first tests go live quickly.
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Weekly check-ins
Regular sessions to review results and plan the next experiments.
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Account & Success Manager
A named contact responsible for your account and your testing program.
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Migration service
We move your existing experiments and setup from your previous tool.
Contractual
Paperwork that passes legal and procurement without a detour.
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Standard NDA, SLA & DPA
Our standard legal documents, ready to sign.
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Adapted or own NDA
We review and sign your non-disclosure agreement.
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Customized or own SLA
Service levels agreed to your requirements.
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Adapted or own DPA
We review and sign your data processing agreement.
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Questionnaires on cyber security or data protection
We complete your security and privacy assessments during procurement.
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Adjusted terms of payment
Payment terms and invoicing adapted to your procurement process.
Extras
Small things that make everyday testing faster.
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Chrome extension
Switch between variations and run QA directly in the browser.
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Free test ideas (Knowledge hub)
A library of proven, ready-to-run test ideas — free for every customer.
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Significance calculator
Check whether a result is statistically sound — free and without an account.
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Runtime calculator
Estimate how long a test needs to reach a reliable result before you start.
Roadmap
Varify keeps evolving
What we are building right now and what comes next is always up to date on our public roadmap.
Always included
What you get with every feature
No traffic pricing
With GA4 analytics your tested users are unlimited — 10,000 or 10 million users cost the same.
Cookie-less & EU-hosted
No personal data, no consent hurdle — stored and processed inside the EU.
No flicker
Anti-flicker script plus CDN delivery — the original never flashes.
Full product in the trial
Every feature unlocked, including 3 AI credits — never a reduced version.
Guided onboarding
Setup, first experiment and evaluation together with our team.
Support from CRO experts
Answers from people who run experiments themselves.
Frequently asked questions
Will I be charged for my traffic?
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No. With a GA4 analytics connection your tested users are unlimited. Varify bills in credits — one credit equals one domain per month, whether you test 10,000 or 10 million users.
How does Varify handle cookies and personal data?
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Varify sets no cookies on your visitors and processes no personal data. Experiment assignment is kept in the browser of your visitor via local and session storage, and everything on our side is stored and processed in the EU. How that fits your consent setup is a decision for your own legal and privacy team; we provide the technical details and our DPA.
Do I need developers?
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Usually not — if you can add the Varify snippet yourself, for example through your tag manager or CMS, you are set up. From there variations are built in the visual editor, with a JavaScript and CSS editor available for edge cases.
What can the AI features do?
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Prompt Based Experiments (PBX) is the core: describe the change in your native language and AI builds the variation including its code — then you refine it in the visual editor like any other variation. On top of that, the AI CRO Audit suggests prioritised test ideas and the AI Results Summary explains an outcome in your native language.
Does Varify work with single-page apps?
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Yes. Experiments and goals can be triggered on route changes and custom events — documented for the common frameworks.
Can I manage several domains?
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Yes — additional domains run on additional credits, including roles and permissions per domain, which is the standard setup for agencies and group structures. Staging and UAT domains are included, so you never spend a credit on a test environment.
Start your first experiment
Free for 15 days, full feature set, no credit card.