Your products or services work great, and the advertising game is set. You even get visitors on the website, but they bounce off without making the purchase.
Some people are not signing up for your newsletter or filling out a form.
And even if visitors convert, the overall conversion rate is lower than you expected.
If this sounds familiar, then you are at the right place. In this article, we will discuss the top conversion rate optimization tools.
We chose these tools after testing dozens of apps in the market and bringing the best to the table.
Conversion rate optimization (CRO) is the process of making changes, which increases the number of website visitors who take the expected action. The expected action could be clicking a link, making a purchase, filling out a form, etc.
The desired KPIs could be achieved through various methods, such as A/B testing, usability testing, and analyzing website data to identify areas for improvement.
There are mainly three CRO tools categories, which are mentioned below:
Behavior analytics tools help you to find out how visitors interact with your website and why they interact in a certain way.
With these tools, you'll find out the following:
These tools answer questions such as:
You can make the necessary changes to improve your conversion rates with this information.
The CRO testing tools help you experiment with the website. You can create multiple versions of a webpage or element to see which performs best.
For instance, after reviewing the user interactions with the behavior analytics tool, you found that most people bounce off the form while filling in a specific field. With the CRO testing tool, you can:
Then, compare these different versions and the original form and choose the one that performs the best.
Web analytics tools help you track key website metrics such as bounce rate, unique visitors, average session duration, etc., and determine the overall performance of the website.
For example, suppose users visit your website or a landing page and don’t convert into customers. In that case, web analytics tools can help you to collect enough data to understand why it's happening and take further action.
HotJar is a conversion rate optimization tool that helps you understand user behavior using heatmaps, session recordings, polls, surveys, and direct feedback.
It is best for website owners who want to know how users spend time on their websites.
All these HotJar's conversion rate optimization tools are divided into two categories:
You can create surveys on HotJar using their pre-defined templates. Then, place them anywhere in the customer journey.
Moving to pricing, a free trial is available for both Observe and Ask plans. Observe's cheapest pricing plan starts at $39/month. It provides 3000 sessions/month and all the necessary features.
Ask's starting plan comes at $59/month. It offers 250 monthly responses and unlimited surveys, and feedback widgets.
Smartlook is a behavior analytics tool that offers heatmaps and session recording features. It helps you understand user interaction with your mobile app and website to improve conversion rates.
Smartlook stands out with the ability to create heatmaps and visitors' recordings for mobile apps. This functionality is not available on most of the CRO tools we reviewed.
The heatmaps work similarly to HotJar, offering three types: click, movement, and scroll maps.
Moreover, Smartlook offers a special heatmap for mobile apps—the radioactive heatmap. It highlights the essential elements of different app pages.
You can identify how users interact with your app with a radioactive heatmap. It’s an exclusive feature we have not seen in any heat mapping tool.
But it lacks features such as rage clicking and showing % of clicks for specific elements. With these features, one can have a deeper insight into how users interact with particular elements.
Visitors' recordings can give you a detailed view of each user's journey. While reviewing the journeys, you can easily skip inactivity and watch the recording at an increased speed.
Besides that, there's an Events feature, which lets you define a user activity as an event—for instance, clicking a button, adding an input, etc. For these user activities, Smartlook will provide you with quantitative data on how many users are clicking the button, how many people are adding input, etc.
Smartlook also provides you with statistics for each event.
Smartlook offers a forever-free plan.
The cheapest plan costs $39/month, providing up to 25,000 sessions/month. The plan offers most of Smartlook’s features.
However, you'll need to switch to more advanced plans if you want more heatmaps, funnels, and events.
Lucky Orange is a behavior analytics tool that offers a bunch of tools under one roof.
If we compare Lucky Orange's heatmaps feature with its competitors, they would be less powerful. Yet, they work well for most businesses.
When it comes to Lucky Orange’s session recording features, they offer a live view. With that, you can check how active users interact with your website in real-time.
Additionally, there’s a live chat option available. However, it’s pretty simple and only allows you to have essential interaction with the website visitors.
There are some more CRO features that are worth mentioning:
Every plan, including the free one, offers all the features that Lucky Orange offers. The only significant difference is the number of pageviews/month.
The cheapest paid plan costs $18/month and allows 10000 pageviews/month.
Mouseflow is another user behavior CRO tool that uses heatmaps and session recordings to point out the issues on the website.
The app stands out with its session recording tool that has features to pace up hunting the pain points. The tool automatically detects frustrated customers, so you won't need to review all the recordings manually.
There are key red flag metrics that show where the user faced issues. Apart from that, you can add tags and variables to easily and rapidly detect issues.
Coming to heatmaps, Mouseflow offers six types. The first three are the general ones that show your website visitors clicking, scrolling, and moving behavior.
Besides that, the attention heatmap shows low-interaction and high-interaction areas of the webpage. Next, the live heatmap is useful when you want to see the real-time activity of the users. And lastly, the geo heatmap helps you visualize the geographical locations of your website visitors.
The forever free plan offers 500 recordings/month.
If your website has more traffic than that, you can switch to the cheapest paid plan. That costs $39 per month, offering 5000 recordings per month.
The other plans are:
Plerdy is an all-in-one platform that offers multiple products for conversion rate optimization. It’s perfect for businesses of all sizes and niches, including e-commerce.
Like most user behavior CRO tools, Plerdy offers heatmaps and session recording features. On top of it, there's an inbuilt pop-up creator and a net promoter score (NPS) tool.
You can purchase Plerdy’s CRO/UX product to get all the features mentioned above.
Besides that, there are many features built explicitly for e-commerce businesses. You can use Plerdy’s analytics to see which elements your e-commerce customers interacted with before making a purchase and get detailed insights on what directly impacts website sales.
If you are an e-commerce business owner, Plerdy would be your go-to tool.
Plerdy's cheapest paid plan comes for $122/month. It includes all the tools that Plerdy offers. However, if you don't require all CRO features, you can buy individual tools as per your need:
Inspectlet provides basic heatmaps and session recording features like its competitors. These features are sufficient for most businesses.
Inspectlet is best suited when you want to experiment with the user interface. It also helps you to improve funnel designs.
It allows to conduct A/B testing and provides simple-to-use features to compare the performance of the original and tested pages. Inspectlet offers a visual editor where you can design page and element versions for your tests.
Another feature that helps boost conversion is error logging. It's an automatic error-tracking system that finds out what issues visitors face.
Lastly, Inspectlest offers basic form analytics and feedback survey tools.
Inspectlet has a generous free version that offers all necessary features.
You can move to paid plans, where the cheapest comes for $39/month.
With that, you get:
VWO is enterprise-grade software that touches all areas of conversion rate optimization. It is mainly known for its A/B testing capabilities, but there's much more to offer.
With VWO, you can conduct deeper testing with multi-channel experiments, including mobile apps.
The software provides such features as:
VWO offers specific packages such as:
They also offer service plans where they ideate, implement, and manage VWO for you.
To get the VWO pricing based on your needs, you need to contact the sales team.
Google Optimize allows you to run several experiments on your website and improve user experience. You can conduct the following:
Google Optimize perfectly integrates with Google Analytics, helping you to quantify the result.
You can easily create the variant pages in Google Optimize using the visual editor. That simplifies the testing process a lot.
You can use the Google Optimize reporting tool for:
Google Optimize comes for free. But there’s a paid plan, too—Google Optimize 360. You need to talk to the sales team to get the pricing.
Optimize 360 allows more combinations in multivariate testing, simultaneous experiments, simultaneous personalization, and much more.
Google Analytics is one of the top free-of-cost, easy-to-use business intelligence applications that tracks and reports website traffic.
Some key features of Google Analytics include:
Google Analytics doesn't cost a penny for small businesses
However, if the website hits over 10 million visitors per month, you can go for Google Analytics 360. You need to request a quote to get the pricing.
Crazy Egg is a top user behavior CRO tool, offering heatmaps and user session recordings. And its A/B testing tool is one of the difference makers.
You can set up the Crazy Egg A/B testing tool in no time. After setting up, you only need to select the element for which you require A/B testing. Then, one part of the users will see the original version, and another part will view the new one.
Crazy Egg's error tracking feature is crucial for improving the conversion rate. You can watch the errors occurring while users are interacting with the website.
For instance, if a button is not clickable or payment fails, it will appear on the error tracking feature. This feature lets you know where’s room for improvement and how to avoid losing conversions due to errors.
There's no free plan, but you can start with their 30-day free trial.
The cheapest paid plan comes at $29/month for 30,000 pageviews/month. The pricing is quite rigid, and they don't allow paying monthly.
CRO (Conversion Rate Optimization) tools are software tools that help businesses optimize their websites and other online properties for higher conversion rates.
These tools help us understand:
There is no one "good" conversion rate that applies to all businesses, as conversion rates can vary widely depending on several factors, such as the industry, the product or service being offered, the target audience, and the quality of the website. However, as a general rule, a 2-3% conversion rate is considered good for most businesses.
Divide the number of converted visitors by the total number of website visitors. Then, multiply it by 100 to calculate the conversion rate. For example, if two people are converted out of 50 website visitors, the conversion rate will be:
(2/50) X 100 = 4%
There are several ways to optimize conversion rate, such as adding a pop-up (for example, connected to exit intent), improving forms, providing a money-back guarantee, tracking and removing errors, etc.
Irina is a Founder at ONSAAS, Growth Lead at Aura, and a SaaS marketing consultant. She helps companies to grow their revenue with SEO and inbound marketing. In her spare time, Irina entertains her cat Persie and collects airline miles.