Omniconvert
Experimentation plus customer segmentation built around RFM and retention
Omniconvert is a conversion optimization suite for ecommerce, combining A/B testing, on-site surveys, personalization, and overlays in its Explore product with a customer value analytics product, Reveal, that segments buyers by recency, frequency, and monetary value. Its distinguishing idea is judging experiments by the quality of customers acquired rather than by conversion rate alone.
Overview
Most conversion tools optimize a single number: the percentage of visitors who buy. Omniconvert's argument, argued loudly by its founder in the ecommerce community, is that this number can be improved in ways that damage a business, by discounting into unprofitable orders or acquiring customers who never buy again. Its answer is to pair experimentation with RFM segmentation so a test can be evaluated against customer lifetime value and repeat rate.
The product is split accordingly. Explore is the CRO half: A/B and split testing with a visual editor, on-site surveys, overlays and interaction triggers, and web personalization. Reveal is the retention half: automatic RFM segmentation of the customer base, cohort and lifetime value reporting, churn signals, and audience exports to email and ad platforms so segments become campaigns.
The fit is clearly ecommerce, and specifically stores large enough to have a meaningful repeat-purchase population. A store with a few hundred orders a month gets more from the survey and overlay tools than from RFM cohorts, and a B2B site with long sales cycles will find Reveal's model irrelevant. Pricing sits above budget bundles and below enterprise platforms, and the two products are licensed separately.
Best for
Ecommerce stores with an established repeat-purchase base that want experimentation judged by customer value and retention, not just by conversion rate, and that will actually use RFM segments in campaigns.
Not the right fit for
- B2B and lead-generation sites, where the RFM model and ecommerce order data do not apply.
- Very small stores without enough order history for cohort analysis to be meaningful.
- Teams needing only cheap heatmaps, where the price is unjustified.
- Buyers wanting a single low monthly fee, since Explore and Reveal are separate subscriptions.
- Organizations requiring native mobile app experimentation.
How it works
- 1
Explore installs as a tracking script. Experiments are built in a visual editor against the live page, with goals defined as clicks, pageviews, revenue events, or custom triggers, and audiences segmented by behavior, source, device, geography, weather, or cart contents.
- 2
On-site surveys and overlays run from the same script, triggered by exit intent, scroll, time, or segment membership, and their responses can feed segmentation, so a stated objection becomes a targeting condition.
- 3
Reveal connects to the ecommerce platform's order data, typically Shopify, WooCommerce, Magento, or a custom source, and computes RFM scores across the customer base, assigning each buyer to a segment such as loyal, promising, or at risk, updated continuously.
- 4
The two halves connect through audiences: an experiment's results can be read by the customer value of buyers it produced, and Reveal segments can be exported to Klaviyo, Facebook, Google, and other channels so a finding turns into a campaign rather than a report.
Feature breakdown
20 features in 4 modulesExplore: experimentation
Testing built for ecommerce conditions rather than generic pages.- A/B and split URL testing
- Visual editor variations or separate page versions, with goal tracking on revenue as well as clicks.
- Advanced audience segmentation
- Target by behavior, traffic source, geography, device, cart value, weather, and returning-customer status.
- Revenue-aware reporting
- Results expressed in revenue per visitor as well as conversion rate, which prevents discount-driven false wins.
- Multi-page and funnel experiments
- Tests spanning several steps of a checkout or category path rather than a single page in isolation.
- Mobile-specific variations
- Separate variants and targeting for mobile traffic, where most ecommerce conversion problems live.
Explore: surveys and overlays
Asking customers directly, then acting on the answer.- On-site surveys
- Targeted questions with branching logic, triggered by behavior and scoped to specific audiences.
- Overlays and interactions
- Modals, bars, and slide-ins for offers, capture, and messaging, with frequency controls.
- Survey-driven segmentation
- Answers become targeting attributes, so a stated intent can change what the visitor sees next.
- Web personalization
- Permanent segment-specific content variations published through the same editor as experiments.
- Branching survey logic
- Follow-up questions conditioned on prior answers, producing usable qualitative data rather than single ratings.
Reveal: customer value analytics
The retention half that differentiates the platform.- Automatic RFM segmentation
- Every customer scored on recency, frequency, and monetary value and placed into a named segment, updated continuously.
- Customer lifetime value reporting
- LTV by cohort, channel, and first product purchased, which reframes acquisition decisions.
- Churn and at-risk signals
- Identification of customers whose buying rhythm has broken, before they are formally lost.
- Cohort analysis
- Repeat purchase behavior by acquisition month and source, exposing which channels buy once and never return.
- Audience export to channels
- Segments pushed to Klaviyo, Meta, Google, and email tools so analysis becomes campaigns.
Platform
Integration, pricing, and operations.- Ecommerce platform connectors
- Order and customer data from Shopify, WooCommerce, Magento, and custom sources.
- Marketing tool integrations
- Klaviyo, Mailchimp, Google Analytics, Meta, and Zapier connections for both data in and audiences out.
- Consent and privacy controls
- Consent-aware collection and data handling appropriate to European ecommerce.
- Separate product licensing
- Explore and Reveal can be bought independently, so a store can start with whichever problem is more urgent.
- Agency and multi-store support
- Multiple properties managed under one account for agencies serving several stores.
Use cases
4 documentedStore owner suspicious of a discount-led conversion win
A sitewide promotional test raised conversion rate but the finance numbers did not improve.
Revenue-per-visitor reporting and cohort data show the promotion attracted one-time bargain buyers with poor repeat rates, and the test is correctly recorded as a loss.
Ecommerce marketer building a retention program
Knows repeat purchase matters but has no segmentation beyond total spend.
RFM segments identify loyal, at-risk, and promising groups automatically, and each is exported to a distinct Klaviyo flow rather than receiving the same newsletter.
Growth lead evaluating acquisition channels
Two channels deliver similar cost per order, and budget must be allocated between them.
Cohort LTV reporting shows one channel's customers repeat at twice the rate, changing the allocation on evidence rather than on last-click cost.
Conversion specialist diagnosing checkout objections
Abandonment is high and behavioral data shows where but not why.
A branching exit survey on the checkout captures the objection, which becomes both a targeting attribute and the hypothesis for the next test.
Pricing
from Explore from roughly $320 per month; Reveal priced separately by customer volumeTwo separately licensed products. Explore is priced by monthly tested visitors, Reveal by tracked customers or orders. Annual billing is discounted and larger volumes are quoted.
| Plan | Price | Includes |
|---|---|---|
| Explore | From about $320 per month, by tested visitors |
|
| Reveal | Quoted by customer volume per month |
|
| Bundle and enterprise | Quoted annual |
|
Billing notes
- Explore and Reveal are separate line items; the full platform costs considerably more than the entry price for either.
- Explore meters tested visitors rather than all traffic, so limiting experiments to relevant pages controls cost.
- Reveal's meter follows the customer base, which grows even when traffic does not, a different cost curve to plan for.
- Annual agreements carry discounts and are standard at higher volumes.
- Prices as published August 2026; the company also sells CRO consulting, so quotes may bundle services.
Value assessment: Omniconvert is priced above the small-business bundles and below enterprise platforms, and it earns that position only for stores that genuinely act on customer value data. If RFM segments will drive real campaigns and experiments will be judged on revenue and repeat rate, the combination is hard to assemble elsewhere for the money. If the store will use it as a slightly expensive A/B testing tool, cheaper platforms do that part just as well.
Strengths & limitations
Strengths
- Connects experimentation to customer value rather than optimizing conversion rate in isolation.
- Automatic RFM segmentation removes the most common blocker to running a retention program.
- Ecommerce-specific targeting including cart contents and returning-customer status.
- Revenue-per-visitor reporting protects against discount-driven false wins.
- Survey answers feed segmentation, connecting stated intent to what the visitor sees next.
- Segment export turns analysis into campaigns in the tools stores already use.
Limitations
- Effectively ecommerce-only; the model does not translate to B2B or lead generation.
- Two separate subscriptions make the full platform expensive for smaller stores.
- No free plan, and entry pricing is well above budget CRO bundles.
- Requires meaningful order volume before cohort and RFM analysis produces reliable segments.
- No native mobile app experimentation.
- Smaller ecosystem and brand presence than the best-known testing platforms.
Head-to-head comparisons
3 alternativesOmniconvert vs VWO
from Free starter tier for low traffic; paid plans commonly from a few hundred dollars per month depending on module and tracked usersVWO is the stronger pure experimentation platform, with deeper statistics, broader targeting, server-side testing, and program management. Omniconvert is narrower but adds something VWO does not have: customer value analytics that judge a test by the quality of buyers it produced. Stores that already have retention analytics elsewhere should buy VWO; stores that want both problems solved together should look at Omniconvert.
Full Omniconvert vs VWO comparisonOmniconvert vs Triple Whale
from $0 (free plan), then $219 per month (Foundation)Both serve ecommerce operators wanting better numbers than platform dashboards give. Triple Whale is attribution and profitability focused, answering where spend should go. Omniconvert is experimentation and segmentation focused, answering what to change on the site and which customers to nurture. Many stores run both, and neither replaces the other.
Full Omniconvert vs Triple Whale comparisonOmniconvert vs Klaviyo
from $0 (free up to 250 profiles), then roughly $30/mo at 1,000 active profilesComplementary rather than competitive. Klaviyo executes the messaging; Omniconvert's Reveal decides who should receive it, pushing RFM segments into Klaviyo flows. Klaviyo has its own segmentation, so smaller stores often do not need the extra layer, but stores wanting rigorous lifetime value cohorts find Reveal's analysis considerably deeper than what a messaging platform provides.
Full Omniconvert vs Klaviyo comparisonImplementation & onboarding
- Setup time
- Explore installs in a day. Reveal requires connecting order history and validating that customer records deduplicate correctly, which usually takes a week including data checks.
- Learning curve
- Moderate. Experimentation is familiar; RFM segmentation requires the team to learn a customer value vocabulary and, more importantly, to decide what to do differently for each segment.
- Onboarding
- Guided onboarding is normal at these price points, and the company offers CRO consulting alongside the software for teams without in-house expertise.
- Migration notes
- Order history imports into Reveal so segments are populated from day one rather than starting empty, which is a meaningful advantage over tools that only see forward. Experiment history from other platforms does not transfer.
Platform, API & security
- Platforms
- Web (JavaScript)ShopifyWooCommerceMagentoCustom ecommerce via API
- API
- REST APIs for experiment and segment data, order data ingestion, webhooks, and native connectors to major ecommerce and marketing platforms.
- Compliance
- GDPRCCPA
- Data residency
- EU-based processing available, appropriate to its European base.
- SSO
- Available on higher tiers.
- Security notes
- Consent-aware collection and standard data-processing terms; because Reveal ingests customer and order data, the data processing agreement is a more substantive review than for a heatmap tool.
Support & resources
- Channels
- Email and ticket supportOnboarding and success managementConsulting services
- Documentation
- Practical documentation supported by an unusually strong body of published ecommerce education, including books and courses on customer value optimization.
- Community
- Visible presence in the ecommerce optimization community through published research, podcasts, and conference activity.
Company
- Founded
- 2013
- Headquarters
- Bucharest, Romania
- Ownership
- Private, independent
- Founders
- Valentin Radu
- Employees
- ~60 (est. 2026)
- Funding
- Largely self-funded with limited outside investment.
Timeline
- 2013Founded in Bucharest as a conversion optimization platform for ecommerce.
- 2017Explore matures into a full experimentation and personalization suite with ecommerce-specific targeting.
- 2020Launches Reveal, adding RFM segmentation and customer lifetime value analytics.
- 2022Publishes the customer value optimization framework that defines its market position.
- 2026Continues as the experimentation platform that measures tests by customer quality rather than conversion rate alone.
Integrations
- Shopify
- WooCommerce
- Magento
- Klaviyo
- Google Analytics
- Meta Ads
- Google Ads
- Mailchimp
- Zapier
Frequently asked questions
10 questionsWhat is Omniconvert?
Omniconvert is an ecommerce conversion optimization platform with two products: Explore, covering A/B testing, on-site surveys, overlays, and personalization, and Reveal, covering RFM customer segmentation, lifetime value, and cohort analysis. Its central idea is evaluating experiments by the value of customers acquired rather than by conversion rate alone.
What is RFM segmentation?
RFM scores every customer on how recently they bought, how often they buy, and how much they spend, then groups them into segments such as loyal, promising, or at risk. It is a decades-old retail technique, and its value is that it turns an undifferentiated customer list into groups that deserve genuinely different treatment.
How much does Omniconvert cost?
Explore starts around $320 per month priced by tested visitors, and Reveal is quoted separately by customer volume. There is no free plan, though trials are available. Because the two products are licensed independently, a full deployment costs meaningfully more than either entry price suggests.
Is Omniconvert only for ecommerce?
Effectively yes. The experimentation half would work on any site, but the targeting options and the entire Reveal product assume order and customer data from an ecommerce platform. B2B and lead-generation businesses should look at general-purpose testing platforms instead.
Omniconvert vs VWO: which should an online store pick?
VWO is deeper on experimentation itself, with better statistics, broader targeting, and server-side testing. Omniconvert adds customer value analytics that VWO does not have, so a test can be judged by repeat purchase behavior rather than immediate conversion. Stores with strong retention analytics already in place usually prefer VWO; those wanting both in one vendor prefer Omniconvert.
Does Reveal work with Shopify?
Yes, Shopify is a primary supported source alongside WooCommerce, Magento, and custom platforms via API. Historical order data is imported at setup, so segments and lifetime value cohorts are populated immediately rather than building up from the install date.
Can I buy just the testing product?
Yes. Explore and Reveal are licensed separately, so a store can start with experimentation and add customer value analytics later, or the reverse. Many buyers begin with the half that matches their more urgent problem and expand once it earns its keep.
How much order volume do I need for RFM to be useful?
Enough repeat purchasing for the segments to be populated meaningfully, which in practice means at least several hundred orders a month and a product people can plausibly buy again. Stores selling one-time high-value items get little from the model regardless of volume.
Does Omniconvert offer consulting?
Yes, the company sells CRO consulting and education alongside the software, and its founder has published extensively on customer value optimization. For teams without in-house experimentation expertise, that combination is part of the value; buyers should clarify what is software and what is services in any quote.
Is Omniconvert GDPR compliant?
It is a European company with EU-based processing and standard data-processing terms, and its collection supports consent gating. Because Reveal ingests customer and order data rather than only behavioral data, the data protection review is more substantive than for a heatmap tool and should involve whoever owns your privacy posture.
Editorial verdict
Omniconvert is the rare conversion platform that argues against its own vanity metric, and that argument is correct: a conversion rate lift that arrives via discounting and one-time buyers can leave a store worse off. Pairing experimentation with RFM segmentation and lifetime value cohorts is a genuinely differentiated position, and the audience export makes the analysis actionable rather than decorative. The cost of that position is scope and price. It is ecommerce-only, needs real order volume to be interesting, and charges twice for the full picture. Stores with a repeat-purchase base and the discipline to act on segments will find it worth the money; everyone else is buying an expensive A/B testing tool.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.