Conversion Rate Optimization Tools
Google Analytics is perhaps the best-known web analytics product and, as a free product, it has massive adoption. Although it lacks some enterprise-level features compared to its competitors in the space, the launch of the paid Google Analytics Premium edition seems likely to close…
Smartlook is an analytics solution tool for websites, iOS/Android apps, and various app frameworks, that answers the "whys" behind users' actions. It helps users understand precisely how customers interact with website and app — watch recordings, create heatmaps, use automatic tracked…
Optimizely Web Experimentation is a website optimization platform, providing A/B and multivariate testing. It enables users with and without technical expertise to make dynamic changes to their websites, test the variations to live traffic and gather immediate results.
VWO is an A/B testing and conversion optimization platform that enables growing businesses to conduct qualitative and quantitative visitor research, build an experimentation roadmap and run continuous experiments on their digital properties.With its 5 capabilities Plan, Track, Test,…
UserTesting aims to enable every organization to deliver the best customer experience powered by human insight. The vendor states that with UserTesting’s on-demand Human Insight Platform, companies across industries can make accurate customer-first decisions at every level, at the…
Hotjar is a conversion rate optimization tool for digital marketers. Features include heatmapping, visual session recording, conversion funnel analytics, form analytics, feedback polls and surveys, and usability testing. The tool is used by digital analysts, UX designers, web developers…
AB Tasty is a SAAS application created for e-marketers that enables them to optimize their website and conversion rate without technical knowledge. They can test several versions of their pages to identify which one has the biggest impact on their business objectives, e.g. click-…
Mixpanel helps companies measure what matters, make decisions fast, and build better products through data. With self-serve product analytics solution, teams can analyze how and why people engage, convert, and retain—in real-time, across devices—to improve their user experience.Mixpanel…
The vendor states that Instapage aims to be the leader in post-click automation, and promises to help digital advertisers create more relevant and impactful advertising by unifying the post-click stage of the advertising funnel. With Instapage, marketers can maximize conversions…
Sailthru is an email marketing and marketing automation solution from Campaign Monitor. It supports email management, site personalization, mobile management, and both predictive and retention-focused analytics.
Woopra provides real-time customer analytics. It begins by tracking users across digital touch points (website, mobile app, help desk, marketing automation, etc.) and building a comprehensive behavioral profile for each user. These Customer Profiles are Woopra's building blocks, which…
Contentsquare is a digital experience analytics cloud designed to help companies understand hidden customer behaviors, and use those insights to drive more successful experiences. It includes functionality from the former Clicktale heatmap, session recording, and A/B testing tool…
Explore by Omniconvert is a conversion rate optimization platform. It differentiates from other CRO tools in that the vendor takes a democratic approach to product development, where users can help decide the future of their CRO tool. Through software and services, Explore by Omniconvert…
What are Conversion Rate Optimization Tools?
Conversion Rate Optimization (CRO) software are tools that businesses use to increase their conversion rates. They collect and analyze website data and visitor behavior. These tools identify and test changes that will improve the user experience. They are continually employed to improve a website’s effectiveness.
The universe of CRO tools is made up of multiple different types of software products. So not all tools are functionally similar. Certain tools are designed to help businesses better understand their current conversion rates and the inputs that impact them. Others are more focused on helping businesses test into new end-user experiences and measuring the impact on conversion rates.
Different Types of Conversion Rate Optimization Tools
CRO tools come from a wide range of software categories including A/B testing tools, Heat Mapping software, Landing Page Builders, Product Analytics tools, Session Replay software, Survey Tools, Usability Testing tools, and Web Analytics tools.
A/B Testing tools test different versions of webpages and digital content and track which ones produce the best conversion outcomes.
Heat Mapping software captures and records the behavior of website visitors. Heat maps visually represent clicks, hovers, scrolling, and mouse movements. When analyzed, this information indicates how well the page design draws the user’s attention and where improvements can be made to increase engagement and conversion.
Landing Page Builders are used to drive visitors to a specific conversion outcome such as signing up for a free trial or a newsletter. Prototype testing is supported to help understand the impact of a page and the reaction of website visitors.
Product Analytics tools provide information about user’s interactions with a product or service. It recognizes what is and is not engaging visitors along with ways to improve the user experience.
Session Replay Software records and plays back a user’s website session to better understand a user’s experience. This can help identify where users are experiencing frustration or obstacles on a webpage.
Survey Tools are used to create online surveys that can be designed to understand website visitor experiences and sentiment.
Usability Testing tools are used to evaluate the user experience with a website, product, or service.
Web Analytics tools track website user activity, providing insights on how to optimize a website to increase conversions.
Conversion Rate Optimization Tool Features
Not all CRO tools will have the exact same set of features. Below is a list of features certain tools may have:
Captures and stores user behavior
Creates heat maps of user website interactions
Provides insights into user experiences with a website and its products or services
Performs analytics that identifies what is working and not working for website conversions
Assists in optimizing a site’s UX - a user’s website experience
Supports A/B testing of digital content
Deploys multiple versions of web content in real-time
Performs split-URL testing
Supports testing for both technical and non-technical in-house users
Website tool integration
Customizable templates and forms
Dashboards and data visualization
Integration with other CRO tools
Conversion Rate Optimization Tools Comparison
Before deciding to invest in a CRO tool, consider the following key points:
Use Case: A customer journey can be a long and complex process, ideally resulting in conversion at the end. Deploying a range of different tools will provide a comprehensive approach to optimizing conversion rates. Evaluate which software in the CRO toolbox will be most effective for your purposes.
Integration: How well do the CRO tools you’re evaluating work together or integrate with tools you have already installed? Are they able to readily leverage your existing data?
One of the most popular optimization tools is Google Analytics, which is free until your traffic reaches millions of visitors per month and you require additional data capture. Depending upon the type of tool, pricing can be based upon the number of visitors, sessions, page views, conversions, or domains. Entry-level pricing for most types of tools begins at $24 a month and can increase to over $99 a month.
Frequently Asked Questions
Ultimately, the main goal of CRO tools is to help increase conversion rates, which often result in sales or additional subscribers. Thus, conversion rate optimization tools can benefit businesses in several ways:
- Increases revenue
- Optimizes your website for organic traffic
- Enhances your understanding of your audience
- How visitors are using your website
- Why visitors are not converting into leads or sales
- What obstacles stand in the way of conversion
- Lowers customer conversion costs
- Improves the overall user experience, increasing customer satisfaction