Convert

Overview

Convert is an A/B testing and experimentation platform that positions itself as a privacy-conscious alternative to tools like Optimizely and VWO. When Convert's scripts appear on websites, they're running controlled experiments — presenting different versions of page content to different visitor segments and measuring which variations perform better against defined conversion goals.

What distinguishes Convert from many competitors is its built-in GDPR compliance features, including consent mode integration and options to run experiments without persistent cookies.

What This Script Does

Convert's scripts manage website experimentation and optimization:

• A/B test execution: Modifies page content in real-time to present different variations (headlines, layouts, CTAs, images) to randomly assigned visitor segments
• Multivariate testing: Runs experiments with multiple simultaneous variables to identify optimal combinations of page elements
• Visitor bucketing: Assigns visitors to experiment variations using session-based or cookie-based identification, ensuring consistent experiences across page views
• Goal tracking: Monitors conversion events — form submissions, clicks, purchases, page views — to measure the performance of each variation
• Session data collection: Records which variation each visitor sees and whether they complete target goals, building statistical significance for experiment results
• Consent mode integration: Supports running experiments with or without cookies, adapting behavior based on the visitor's consent status
• Audience targeting: Segments visitors based on attributes (device, referral source, geographic location, URL parameters) to run experiments on specific audience subsets

Consent & Compliance

Convert's privacy-first approach addresses several compliance areas:

• GDPR: Convert offers configurable privacy settings including cookieless experimentation modes, consent mode integration, and EU data residency. The platform is designed to work within GDPR constraints, but the analytics and behavioral tracking components still constitute personal data processing when cookies are used.
• ePrivacy Directive: Experiment bucketing cookies are not strictly necessary for the service the visitor requested. Convert's consent mode allows experiments to run without cookies, falling back to session-based assignment.
• CCPA/CPRA: Experiment participation data and conversion tracking constitute personal information when tied to identifiable visitors.

Convert's privacy features reduce but don't eliminate consent obligations — experimentation modifies the visitor's experience and tracks their behavior for optimization purposes.

Should You Block This Without Consent?

Convert's scripts serve analytics and marketing optimization purposes — testing which page variations drive more conversions. While the platform offers consent-friendly features (cookieless modes, consent integration), the fundamental activity is tracking visitor behavior and modifying their experience for conversion optimization. This is an analytics/marketing function that requires consent under GDPR and ePrivacy rules. Convert's consent mode integration makes it straightforward to respect visitor preferences.

Yes.