Conversion Rate Optimization Tools

Conversion Rate Optimization Tools Overview

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.

Top Rated Conversion Rate Optimization Products

Conversion Rate Optimization Tools TrustMap

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Conversion Rate Optimization Products

(1-25 of 117) Sorted by Most Reviews

The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.

Google Analytics

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

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.

Key Features

  • a/b experiment testing (50)
  • Preview mode (47)
  • Multi-page/funnel testing (55)
Customer Verified
Top Rated

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…


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,…

Key Features

  • Multivariate testing (8)
Customer Verified
Top Rated

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…


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…

AB Tasty

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-…

Key Features

  • a/b experiment testing (20)
  • Traffic allocation control (19)
  • Test reporting (20)

Unbounce is a landing page builder for marketers. Marketers can use the drag and drop platform to create customized, responsive landing pages for their marketing campaigns.

Key Features

  • Landing page A/B testing: (12)
  • Real-time analytics dashboard (12)
  • SEO tools (12)
Crazy Egg

Crazy Egg is a heat map web analytics product.


Leadpages is a landing page software that helps to grow small businesses without tech headaches. Leadpages can be used with or without WordPress, on Leadpages' servers or on the user's own. Leadpages aims to eliminate the high cost of website developers and freelancers when creating…

Instapage, by Postclick

Instapage, by Postclick 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 by creating,…

Customer Verified

Glassbox helps organizations make their customer’s digital experience intuitive and safe. The vendor says it does this by capturing 100% of activity on mobile apps and websites and visualizing a holistic journey map. Using embedded AI Glassbox points to where CX is being compromised,…

Key Features

  • Scroll maps (26)
  • Responsive Design for Web Access (26)
  • Click analytics (26)

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…

Customer Verified

Riskified, headquartered in Tel Aviv, helps businesses to realize the potential of eCommerce by making it safe, accessible, and frictionless. Their eponymous platform allows online merchants to create trusted relationships with their consumers. Leveraging machine learning that benefits…

Contentsquare (Clicktale)

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…


Wyng is a Privacy-First Personalization platform. Powered by a zero-party data API and privacy by design principles, Wyng aims to make it easy for marketers to deliver customer experiences that are always welcome, relevant, and compliant. The vendor states over 250 brands and enterprises…


Mouseflow is a behavior analytics platform used to optimize website experiences towards improving conversions. With Mouseflow, users can find answers that traditional analytics tools can't by allowing users to watch a website visitors' sessions, build 6 types of heatmaps for all…


Wunderkind (formerly BounceX) is presented as a people-based marketing cloud. It includes behavior-based personalization capabilities for website content, email, and other channels. The vendor states digital businesses use Wunderkind to remember who site visitors are, allowing them…


Automated marketing technology that provides an opportunity to extract value from abandoning visitors. Picreel is a solution that aims to make it easy to add exit Popups, website Overlays, onsite messages , nano bars & surveys to a website. It is based on automated customer capture…

Lucky Orange

Lucky Orange is a conversion optimization tool with features including heatmaps, session recording, conversion funnels, form analytics, and chat.


Affirm, headquartered in San Francisco, offers their dynamic payment system for ecommerce, supporting payments broken out into installments to accommodate shopper preference.


ShippingEasy, an Auctane (formerly company, offers their cloud-based ecommerce shipping platform, providing full support for USPS, UPS, FedEx and integrating with online marketplaces such as Amazon, eBay, Etsy, Shopify, BigCommerce, WooCommerce, Volusion, and others.…

Azure Personalizer

Personalizer, available on Microsoft's Azure platform of cloud services and applications, is a personalization engine used to boost conversion and engagement, and add real-time relevance to product recommendations, with reinforcement learning–based capabilities available only through… offers users creative content and banners generated by the company's trained Artificial Intelligence. It can be tried free for 7 days, and integrates with Google Accounts, Facebook, and Instagram, as well as Zapier, so that ads can be distributed where they're needed…

Learn More About Conversion Rate Optimization Tools

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?

Pricing Information

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.

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Frequently Asked Questions

What do conversion rate optimization tools do?

Conversion Rate Optimization (CRO) tools are used to increase conversion rates. By analyzing a visitor’s behavior, the tools can identify what elements of a web page are working and not working for a business’s conversion goals. The tools provide information that is used to improve the user experience, boosting conversion rates.

What are the benefits of using conversion rate optimization tools?

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

What are the best conversion rate optimization tools?

These are some of the more popular conversion rate optimization tools:

How much do conversion rate optimization tools cost?

Some CRO products offer a free tier, such as Google Analytics. Depending upon the type of tool, entry-level prices begin at $24 a month and go over $99 a month. Pricing is driven by the volume of data being collected and the range of features included.