The Top 5 Conversion Rate Optimisation Tools

Conversion Rate Optimisation (CRO) is a vital aspect of any digital marketing strategy. 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 tools that brands can use to aid their CRO efforts. The right tools can make a significant difference in your CRO activities and significantly increase your metrics with intelligent insights around user behaviour and important focus points throughout your site. 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.

Google Analytics is free to use, and is also a powerful web 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 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 to help you understand how users interact with your website. Using this data 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. 

Key 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 testing, multivariate testing, and personalisation to improve the conversion rates across a website. Optimizely’s robust testing capabilities and personalisation features enable you to make data-driven decisions and optimise your websites performance for different user segments, ultimately driving higher conversions.

Key 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 to help you understand and optimise the user interactions across your entire site. Crazy Egg’s visual reporting capabilities allow businesses to understand complex information about their users more easily and enable them to start testing actionable insights into user behaviour.

Key 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 and ever growing CRO platform that 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 platform offering enables businesses to streamline their CRO process without utilising multiple different tools at once, making it easier to conduct experiments, gather insights, and implement optimisations to improve your conversion rates.

Key Features

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

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

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