Conversion rate optimization (CRO) is the process of improving conversions of a website. There can be multiple barriers that cause users to leave the website before reaching a conversion point and CRO tools help businesses identify and fix those issues by applying various best practices. Overall, conversion rate optimization involves collecting data about visitors’ preferences for adjusting your website to achieve more conversions with the same traffic.
In our previous article, we explained conversion rate optimization, including best practices, techniques, and examples. Now, we’ll highlight all conversion rate tools you can leverage to increase sales. We breakdown tools into four segments which are testing, market research& customer feedback, analytics, and full suite solutions.
The vendor landscape for testing tools can be examined in two categories:
- Semi-autonomous testing tools (also called personalization platforms): Users define the variables (e.g. shopping cart size, color) to be optimized. Using individual preferences, these tools try various combinations of these variables and optimize for conversions. The important difference between these and regular testing tools is that tests do not need to be explicitly defined. Most these tools are also capable of running tests defined by the user.
- A/B testing and multivariate testing tools allow users to formulate tests. They then present these tests (i.e. website variations) to the website’s audience. These tools help businesses identify which variation converts most. They can also work on specific segments rather than the full population of website visitors.
- Usability testing tools enable businesses to evaluate their website by testing it on users. In usability testing, a researcher (called a “facilitator” or a “moderator”) asks a participant to perform tasks on the website to check if all functionalities work.
Here are all testing tools you can use for conversion rate optimization:
A/B testing & multivariate testing
|Tools||Pricing (if available on website)||Is free trial available?||Additional Notes|
|AB Tasty||Price is customized based on your traffic and industry||Yes||Along with A/B testing, AB Tasty also offers UX analytics via heat maps and screen recordings|
|Adobe Target||Price is customized based on product features and the volume of digital properties||No||Enables A/B and multivariate tests for website & email optimization|
|ChangeAgain.me||$14-$149/month||Yes||Enables A/B testing with full Google Analytics integration|
|Effective Experiments||Contact vendor for pricing||Yes||Along with A/B testing, it is also a workflow platform to help CRO teams collaborate|
|Optimizely||Contact vendor for pricing||No||Enables A/B, multiple page, and multivariate tests across all devices and platforms|
|SiteSpect||Contact vendor for pricing||Yes||SiteSpect also provides site speed improvements|
|Tool Name||Pricing (per month)||Is free trial available?||Additional Notes|
|Browserling||$19-$29||Yes||-can capture, save, and share screenshots of web pages in all browsers.
-has browser extension
|BrowserStack||$29-$39||Yes||Tests website in all browsers|
|Loop11||$53-$189||Yes||$53 version is limited with 3 tests/month and 10 participants /user test|
|ScreenFly by Blue Tree||Free||-||Enables to test the website at different resolutions|
|TryMyUI||$99 -$2000||Yes||Enables remote testing, concept mapping, wireframe testing, impression testing, demographic curation|
|UsabilityHub||Freemium or $199||-|
|WebPageTest||Free||-||Runs a free website speed test from multiple locations|
Semi-autonomous testing tools
|Tools||Pricing (if available on website)||Is free trial available?||Additional notes|
|Conductrics||Contact vendor for pricing||No||ML algorithms help identify variations to test, then uses A/B and multivariate testing methods to learn which works best for whom.|
|TUP Solutions||$800-$8000/month||Yes||Uses users' cookies, on-screen, weather, news, and demographic data to feed machine learning model which identifies best variation for the user segment, then tests it.|
Market research & Customer feedback
This is the oldest conversion rate optimization trick in the book. Even before webpages existed, businesses conducted surveys and captured customer feedback to identify what their customers expected from them and how they could meet customers’ expectations to improve conversions.
With the rise of digital communication, a plethora of market research tools became available for brands. Some examples are:
- on-site polling tools that mostly display a pop out screen to enable visitors to rate the service
- survey creation tools that help with creating surveys by mostly drag & drop interfaces
- tools that find survey participants for businesses
|Tool Name||Pricing (per month)||Is free trial available?||Notes|
|Ethnio||$79-$349||No||Finds the right participants for your in-person and remote UX research, online exercises and surveys|
|Google Forms||Free for personal use or $6-$18||-||Enables to create surveys|
|Outgrow||$25-$600||Yes||Enables to create interactive content such as quizzes, calculators, polls, forms & surveys|
|Qualaroo||Pricing is based on number of number of visitors who were shown at least one survey||Yes||Enables on-page polls|
|Qualtrics||Contact vendor for pricing||Yes||Create and test surveys in real time and collaborate effortlessly with drag and drop interface|
|Survey Monkey||$10-$25 per user||No||Enables to create surveys|
|SurveySparrow||$149-$449||Yes||Enables to create any type of survey including on-page polls|
|TypeForm||$35-$70||Yes||Created surveys can be integrated with Slack, Zapier, Google Sheets, Airtable, Mailchimp and Google Analytics|
Analytics is the analysis of data to uncover actionable insights. However, analytics vendors differentiate based on data that is analyzed. In CRO, these are the analytics tools by the type of data they process:
- Web analytics to analyze common web site metrics
- Customer behavior analytics (also called customer experience analytics or user experience analytics) to segment customers and provide personalized messaging
- Funnel analytics to understand areas where people abandon a process on your website such as checking out or creating an account.
- Form analytics: These are similar to funnel analytics, but they focus on identifying how forms can be improved. For example, they can help identify common points where users leave forms.
|Tool Name||Pricing (per month)||Is free trial available?||Type of Analytics||Additional Notes|
|Adobe Analytics||Contact vendor for pricing||No||Web Analytics|
|Amplitude||Contact vendor for pricing||Yes||Product Analytics||Free Version is more like web analytics rather product analytics|
|Clicktale||Contact vendor for pricing||No||Customer Behavior Analytics||Identifies positive and negative experiences, visitor loyalty levels, friction, conversion vs. struggle paths, lead quality, cues signaling fraud indicators|
|Clicky||Free up to one website|
For more: $9.99-$19.99
|Yes||Web Analytics||Clicky is similar to Google Analytics with additional heat maps feature|
|Decibel Insights||Contact vendor for pricing||No||Customer Behavior Analytics||Uses AI to provide Digital Experience Score for every sessions to identify issues impacting conversion and engagement|
|Google Analytics 360||$12,500||Yes||Web Analytics||Free version, Google Analytics, can provide enough insight to guide marketing.|
|Google PageSpeed Insights||Free||-||Web Analytics||Provides performance metrics of your website and insights on how to speed up your site|
|Heap||Freemium version or $1000||Yes||Product Analytics||Automates capturing all user interactions on website rather than manual tracking|
|InMoment||Contact vendor for pricing||No||Customer Behavior Analytics|
|Kissmetrics||$299-$499||No||Product Analytics||Enables to track unique events and segment who
the users are and what each user is doing.
|Leadformly||$37-$749||Yes||Form Analytics||Provides form templates and performs form analytics & A/B testing to increase conversions|
|Matomo||€0 if hosted on your servers|
€29 if hosted on Matomo server
|Yes||Web Analytics||Alternative to Google Analytics|
|Mixpanel||Free until 100K monthly tracked users. |
For more tracked users: $17
|Pingdom Website Speed Test||$10||Yes||Web Analytics||Enables page speed monitoring, user experience monitoring and provides user behavior metrics|
|Piwik||Contact vendor for pricing||No||Web Analytics||Alternative to Google Analytics|
|SimilarWeb||$199||Yes (Only 24h)||Web Analytics||Provides information on clients' and competitors' website traffic volumes, referral sources which include keyword analysis and demographics, and website "stickiness"|
|WebEngage||Contact vendor for pricing||No||Funnel Analytics||Analyzes actions in funnel, segments users and personalizes communication with users|
|Woopra||Freemium or $99||Yes||Funnel Analytics & Product Analytics||*Analyzes people and how they interact with the product
**Free version is limited to 500K Actions and integrates with less tools
|Zuko||£100-£500||Yes||Form Analytics||Free trial involves 1000 visits and there is no time limit.|
Full suite solutions
These solutions cover two or more categories that are listed above. Full suite solutions commonly involve heatmaps, screen recording, and analytics dashboards.
|Tool Name||Pricing||Is free trial available?||Features|
|Chartbeat||Contact vendor for pricing||No||Enables funnel analytics and A/B testing|
|Hotjar||€99-€389||Yes||Provides heatmaps, screen recording, on page polling and instant feedback|
|HubSpot||$45-$3,200||Yes||All-in-one marketing suite|
|Inspectlet||Free or $39-$499||Yes||Enables session recording, A/B testing, heatmaps, form analytics and error logging|
|Lucky Orange||$10-$100||Yes||Enables web analytics, funnel analytics, screen recordings, heatmaps, live chat, form analytics and survey data collection|
|Mouseflow||Freemium or $24-$299||Yes||Enables funnel analytics, screen recordings, heatmaps, form analytics and feedback systems|
|Optinmonster||$9 -$49||No||Provides high-performing templates, personalized messages and A/B testing|
|SessionCam||Contact vendor for pricing||Yes||Enables session replays,heatmaps, funnel analytics, form analytics, customer behaviors analytics, error and struggle detention|
|VWO||Pricing depends on product you choose.|
Min Prices for
-VWO TESTING: $199
-VWO INSIGHTS: $169
-VWO ENGAGE: $99
|Yes||All-in-one marketing suite|
If you still have questions on conversion rate optimization vendors, feel free to check out vendor list on aimultiple.com or contact us:
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