The Top CRO Tools

Conversion Rate Optimization (CRO) is a vital aspect of any digital marketing strategy and the key to any successful sales funnel. CRO is a process aimed at increasing the percentage of visitors to your website who take the desired action. Whether that be making a purchase, signing up to a service or even filling out a form. 

There are a range of useful CRO tools that brands can use to improve user experiences. The right tools can make a significant difference in your CRO activities and drastically increase your metrics. CRO tools can be used to increase sales, form submissions, lead generation and sign ups (to name a few).

This can be achieved with intelligent insights around user behaviour and a clear focus on areas for improvement. This helps businesses understand their users behaviour, test changes, and ultimately drive better results. 

Here are the top five CRO tools that can help your business achieve results on your website.

Web analytics tools like Google Analytics are free to use. Google Analytics is a powerful website and app analytics tool that provides useful insights into your website traffic, user engagement and user behaviour. It’s an essential part of any marketers tool kit for understanding where your visitors come from, how they interact with your site, and where potential drop-offs occur across your pages.

Key CRO Features

• Traffic Analysis: View the source(s) of your traffic and how users navigate across your site.
• Behaviour Flow: Visualise the key user journeys across your site and identify potential bottlenecks to optimise.
• Conversion Tracking: Set up goals and track conversions to measure the effectiveness and ROI of your CRO optimisations.

Hotjar is a user behaviour analytics and user feedback tool that provides heatmaps, session recordings, and surveys. This CRO tool helps you to understand how users interact with your website or application. Using the data collected, you can provide an in-depth look into user journeys, pain points and key pages across your site. This then provides insight into the areas of your site which need optimising, allowing you to test and refine.

Key CRO Features

• Heatmaps: Visualise where users click, move, and scroll on your pages to identify areas for improvement.

• Session Recordings: Watch real life user sessions across your site to see how visitors navigate and interact with it.

• Surveys and Feedback: Collect genuine user feedback directly on your site to understand their pain points and preferences first hand, allowing you to make quick decisions around optimisations. 

Optimizely is a leading CRO platform that allows website owners to conduct A/B and cro testing, multivariate testing, and personalisation to improve the conversion rates. Optimizely’s robust testing capabilities and personalisation features enable you to make data-driven decisions and optimise your websites performance for different user segments.

Key CRO Features

• A/B Testing: Enables you to test different variations of your web pages to see which performs better over time. 

• Multivariate Testing: Test multiple variables simultaneously to understand their combined effect. This could be particularly useful for more complex sites. 

• Personalisation: Allows you to provide personalised experiences to your users based on user information and preferences. 

Crazy Egg is another commonly used CRO tool that offers a range of heat maps, scroll maps, and A/B testing features. This testing tool allows you to understand and optimise the user interactions across your entire site. Crazy Egg’s visual reporting capabilities also allows businesses to understand complex information about their users more easily and enable them to start testing actionable insights into user behaviour.

Key CRO Features

• Heatmaps and Scroll Maps: See where users click and importantly don’t click, and how far they scroll on your pages to show you potential areas for improvement. 

• Confetti Reports: Break down clicks by referral sources and search terms to enable you to optimise your marketing and on site content.

• A/B Testing: Test changes and optimisations to your website and measure their impact on user behaviour to better your conversion rate.

VWO is an extensive CRO tool that is becoming increasingly popular amongst business owners. This conversion rate optimisation tool offers businesses the capability and features to conduct A/B testing, multivariate testing, access to heatmaps, and user feedback tools, all in one place.

VWO’s all-in-one CRO platform offers businesses the ability to streamline their CRO process without utilising multiple different tools at once. This makes it easier to conduct experiments, gather insights, and implement optimisations to improve your conversion rates.

Key CRO Features

• A/B and Multivariate Testing: Test different variations of your landing pages and site content. Find the most effective combinations faster and more efficiently.

• Heatmaps and Click Maps: Visualise user interactions through click maps, scrolls maps and hover areas. Helping to identify elements of your site which need improvement.

• Surveys and Feedback: Collect user insights directly from your website visitors to inform your optimisation activities.  Understand more about how your users interact with your site and what their looking for when visiting.

We have explored and compared the top 5 CRO tools in 2024. Each tool offers a different range of features for A/B testing, heatmaps, and user feedback, helping businesses enhance their user experience. Depending on your business needs and the type of conversions you are looking to achieve, different tools may be more suited to help you achieve this. It is advised to understand your CRO needs fully before making the decision around which tool to utilise. Choose wisely!