Is your website not converting as well as it should?
Conversion rate optimization is key to make sure you get maximum results out of your website. Now, there are CRO tools around that can help massively in your efforts to push the conversion rate of your website.
We have reached out to 34+ digital marketing experts that have walked the same path as you. Which CRO tools do they recommend you to use?
Now, let’s move on and have a look at the software that they mentioned.
Top Conversion Rate Software 2023
1. Hotjar (13 votes)
Hotjar is a powerful tool that reveals the online behavior and voice of your users. By combining both Analysis and Feedback tools, Hotjar gives you the ‘big picture’ of how to improve your site’s user experience and performance/conversion rates.
2. Google Optimize (11 votes)
Google Optimize shows you which site experiences engage and delight your customers and gives you the solutions you need to deliver them. Optimize is natively integrated with Google Analytics to help you identify which parts of your site need improvement.
3. Google Analytics (7 votes)
Google Analytics gives you the free tools you need to analyze data for your business in one place. Get the most out of your data with features like analytics intelligence, detailed reporting, and so much more. Google Analytics offers small business and enterprise solutions to help you see what’s working and fix what’s not.
4. Optimizely (4 votes)
Optimizely is the world’s leading experimentation platform, enabling businesses to deliver continuous experimentation and personalization across websites. The Optimizely platform technology provides A/B testing tools, in which two versions of a web page can be compared for performance, and multivariate testing.
5. Google PageSpeed Insights (3 votes)
PageSpeed Insights (PSI) reports on the performance of a page on both mobile and desktop devices, and provides suggestions on how that page may be improved.
6. Hubspot (2 votes)
HubSpot is the all-in-one platform that includes marketing, sales, and service software that helps your business grow without compromise. They offer a full stack of software for marketing, sales, and customer service, with a completely free CRM at its core.
6. Leadpages (2 votes)
Leadpages helps small businesses connect with an audience, collect leads, and close sales. Easily build websites, landing pages, pop-ups, alert bars, and beyond.
6. Unbounce (2 votes)
Unbounce lets you create custom landing pages that convert more visitors than any website. Their software requires no coding and offers an easy-to-use drag and drop builder to build high-converting landing pages for your business.
Conversion rate optimization (CRO) is the process of optimizing your website to get more results out of your current website visitors.
Most likely, you have spend a lot of time and/or money to get people to visit your website. Rather than focusing on getting more visitors to your website to get more conversions, CRO is the process of optimizing your website to ensure more of your current website visitors convert.
A CRO tool is software that helps you with this process. It can give you access to valuable data that you can use to get more results out of your website.
Now, there are different CRO tools available. Some, like Google Analytics, give access to website specific data. This data you can then analyse and use to optimise certain parts of your website.
Others are more focussed on setting up A/B tests. A/B testing is the process of comparing two different versions of a web page, email etc. and find the best performing one based on actual data. A/B testing is a very common way in digital marketing to improve the conversion rate of your campaigns.
Depending on your business model, you might want to use multiple CRO software to make sure you get maximum results out of your website.
Read What The Experts Said
Find out what each expert had to say about their favorite CRO software. Select the CRO software from the list below.
Dhaval Panara
Jack Cornwall
✓ Google Analytics
Tells you where to look for your opportunities:
Which pages have the highest exit rate?
On what pages would increasing conversion rate by 1% make the most difference to your bottom line.
If you have your tracking set up correctly you can very easily extract the data needed to answer these questions and get you started on a data-driven approach to website optimisation.
✓ Hotjar
Also has a free tier:
This allows you to survey your users (letting them tell you what you could change to make your content more useful)
Heatmaps allow you to see what users are using on your site and what elements they aren’t noticing.
Session recording allows you to see where users are getting stuck and where the friction is in your conversion process.
✓ Google Optimize
The above tools will help you generate loads of ideas of what you want to test out. You shouldn’t just let your gut guess at what is going to work. Actually test it and let science tell you what will definitely work. Optimize allows you to test multiple pages very easily (without having to get developers involved) and it will tell you mathematically what is the best variation.
Jane Kovalkova
✓ Fullstory
The one tool that we’ve stayed with after lots of testing is called Fullstory. The first reason is that we can record user sessions and watch them later on. That way, we can go to the level of an individual website visitor and see what they’ve done on the website. This has given lots of interesting information and revealed some surprising information – we had some page elements which were killing our conversions.
Also, it was interesting to see the patterns that showed up with people browsing from the same country, since we get a lot more conversions from USA, so we wanted to watch out for our European visitors. Overall, the app gave us insights into every bit of visitor behavior that we need.
Nikola Baldikov
✓ Hubspot
We’ve recently started using HubSpot. Our idea is to increase our conversion rate by using various lead magnets. We are also working towards centralising our customer relations system, where we will be able to automatically send emails to our clients whenever needed.
✓ Google PageSpeed
We have also been using and recommend Google PageSpeed Insights, free and used by even the best web developers, as well as Pingdom – a page-performance dashboard that shows the loading speed of your site in real-time.
Justin Grossbard
✓ Visual Website Optimizer (VWO.com)
VWO is an all-in-one CRO tool but also the most expensive which is based on-site visits. I recommend this tool for high-value traffic sites as the tool records all traffic (individual user sessions, heatmaps, scrollmaps etc) and also allows testing from A/B to multivariate. By doing both research and testing it’s easy to make observations and then push them into testing. It also plugs into Google Analytics meaning you don’t need to re-tag the site.
✓ Hotjar
This tool is only for research rather than testing but easy to implement on the site and low cost (you pay month-by-month). I also measured the impact on site speed which was minimal compared to other competitors such as crazy egg.
Malte Scholz
✓ Hotjar
There are several CRO tools that we use to maximize our conversions. The first one is Hotjar, which we use to track our visitors’ live sessions and record them. That way, we know if something is causing them to drop off. Also, the heatmaps are particularly useful because we know where they spend the most of their time on the website.
✓ Google Optimize
The second tool we love is Google Optimize. First of all, it’s free and second of all, it plays well with the rest of the Google apps. It lets us split-test different aspects of our website, such as copy, design, pop-up placement and much more.
Muhammad Farasat Khan
✓ Hotjar
Hotjar is one powerful tool for generating heatmaps and screen recordings. By using Hotjar it is easier to validate our efforts we put into CTA placement and A/B testing of landing pages we create for our users. These are just a few implications of Hotjar for us but there is much more that you can achieve with this CRO tool.
✓ Google Tag Manager
GTM is a smart and easy solution to event tracking. For monitoring our conversion events we use Conversion Linker in GTM for measuring the conversions each call to action on our page is generating. This becomes very effective in validating the impact our CTA is generating in one place. When you are aware of the impact of each CTA then it becomes easier to justify their placement.
Kevin Miller
✓ Optimizely
The CRO tool I recommend to others is called Optimizely. We use this tool because it helps us to drive measurable impact with product experimentation. Our marketing teams can use it with little to no engineering support. Ultimately, we can optimize the experience across any platform including our website, backend code, mobile and conversational apps. Using Optimizely has resulted in a 17% increase in our conversion rate across the board.
Junaid Ahmed
✓ Google Analytics
This one is a no brainer, every business running online businessmust use google analytics to discover different aspects of your online businessincluding your most popular pages, traffic sources, ads performance, etc.
✓ Crazy Egg
To understand the user journey and areas on a webpage where users areclicking the most and for website A/B testing.
✓ Google Pagespeed Insights
The tool helps you collect & showcase information by analyzingcontent on your web page. It also gives you various suggestions that if youimplement properly, can boost your site performance.
Andrew Ruditser
Conversion Rate Optimization is the strategic process it takes to get your website users to complete a desired action your business wants. Wether its filling out a form or buying a product, this will convert them into actual leads and/or customers. It is important to keep track of your conversion rate to see if the strategies you are using are interesting your users enough to make these desired actions. A few tools we use to track our CRO are:
✓ Google Pagespeed
This tool tracks your websites load time and gives you ideas of how to make your site faster. This is important because users will leave your site if it takes too long for your text and images to appear. This will cause them to find a different resource that provides a better and faster user experience. If the user leaves your site due to the page speed, you will lose them as a lead.
✓ Google Analytics
Google Analytics is one of the top tools to use when tracking your website metrics, especially your CRO. This is because this tool helps you track what kind of users visit your website, how long it takes them to bounce from your website, keyword research, backlinks, and more. Knowing this kind of information about your users will allow you to use better strategies to get these visitors to convert into leads and customers. Making your CRO increase.
✓ Google Optimize
This tool provides website testing and experimentation for new page designs or content changes and how they will rate on Google. This is an important tool to use because you can see what strategies will rate best on Google before making them live. The better your website ranks on Google, the more traffic your website will get, making your conversions increase.
Sam Orchard
✓ Hotjar
We use Hotjar to analyse how visitors use our websites, to quickly identify any UX issues in the customer journey.In particular, we find the session recording feature to be invaluable. It gives such a detailed insight into a user’s interactions with the site – far beyond what analytics or raw data can show.The heatmap functionality also gives you a visual overview of how key landing pages are performing at a glance.The other great thing about Hotjar is that the free tier has a lot of available functionality for the average user, but for a power user, the paid tiers are more than worth the upgrade.
Jeroen Minks
✓ Unbounce
For our clients, we are using Unbounce a lot. It helps us to create landing pages for our clients’ campaigns quick and easy, without too much development time.
✓ Google Analytics
Google Analytics is very important to our business, for ourselves and our clients. It provides with all the necessary data we need to improve the conversion rate of their website.
Theresa Happe
✓ Google Optimize
Google Optimize allows you to A/B test different versions of the same page or show an audience two completely different pages. Within the tool itself, you can modify text, change images or edit formatting to create an alternate version of a page without changing anything in the backend of the website. Once your experiment has shown to a large enough audience, you can determine a winning version of the page and update the page accordingly. These tests allow you to improve conversions, number of pageviews, reduce bounce rates and show different content to different types of audiences. No matter the source of the traffic, if you can improve your conversion rate, you can increase ROI and reduce cost/conversion across all forms of advertising media.
Eric Siemek
✓ Google Analytics
If not one of the most important CRO tools we use is Google Analytics. Utilizing this free tool you’re able to see how everyone is interacting on your site, where they’re coming from, what pages are they looking at how long they were on the page for, etc. Google Analytics allows you to see how users are engaging with your content in every way possible. We utilize this data to see what the most popular pages are, how our funnels are working, the most popular areas and acquisitions traffic is coming from. It helps you dig into your data and further optimize your site for conversions.
✓ Google Optimize
In my opinion, the best A/B testing tool out there. Google optimize allows you to A/B test everything and anything on your website while connecting back into your Google Analytics for even further data analysis. Run a test to see if a green add to cart button works better then a red add to cart. When running the tests you can see which versions had how many sessions, conversions, and the probability of which version will perform best. If you run a service-based company or e-commerce this tool is great for A/B testing everything on the site.
✓ Hotjar
This tool helps you identify the hot and cold spots on your website. Meaning where people are clicking and not clicking on each page of your site. You can get a heatmap of the site and you can also record sessions for users to see how they are interacting on the site. This is super helpful because if people are never clicking on your main CTA then you know you better switch it up. The recordings are great because you can tell the most clicked sections of your pages and the elements that record the most user interactions.
Bryan Clayton
✓ Google Optimize
Our growth team lives and dies by google optimize for our conversion rate optimization.
We love google optimize for the following reasons.
1) Our engineers understand it better, the documentation is better on how to implement it on our website and our mobile app.
2) Google Optimized seamlessly integrates with Google analytics better than any A/B testing tool on the market.
3) It’s cost is very low, for the longest time we were using the free tier and it was better than any of the other paid tools for A/B testing on the market.
4) Google optimize enables us to do backend testing, put another way we can test data in our database that’s not necessarily related to what the user sees, most A/B testing tools only allow you to do changes on the website that the user interacts with however with Google optimize we can test email events and all sorts of events on the backend that isn’t possible with other A/B testing tools.
Our conversion rate optimization team simply couldn’t operate without Google optimize, we love it.
Erico Franco
✓ Google Optimize
The best CRO strategy is improving user experience optimization. Having pages optimized for the user experience increases your conversion over time.
Google has a good tool for user experience optimization called Google Optimize. Google Optimize is a great feature for improving user experience and so bringing more conversions over time When doing your next page optimization an important tip is that you need to choose a goal that generates a lot of data over time or you will have to run the experiment for months. For example, if you are a small business and are running an e-commerce that makes 5 sales a day, using these transactions as a goal may not be a good idea due to the low volume. So is better to choose for example the goal of adding to cart that will have more data as a goal, so that the experiment in Google Optimize will have a winner sooner.
William Taylor
✓ Heap Analytics
Our company uses Heap Analytics. We recommend it because it doesn’t just capture data, it records every action performed by our users. The interface is simple, the system can be up-and-running in minutes, and the visualization of data is powerful. However, managing multiple sites with the same account has sometimes caused problems for us.
Mason Culligan
✓ Hotjar
The CRO tool that I use for my business and would recommend for other digital marketers is Hotjar.
Hotjar’s visual heatmaps helped me tremendously in understanding how my visitors are interacting and navigating my website, which are keys to converting traffic to sales. By having this knowledge, these heatmaps enabled me to determine if my CTAs and valuable contents are not being accessible to visitors— which are vital elements in conversion.
Assessing the “hot” and “cold” elements of your website through Hotjar’s heatmaps open an opportunity for redesign. You’ll be able to use these heatmaps to restructure your website to more efficient placements— a surefire way to increase your conversion rate.
Manny Hernandez
✓ Google Analytics
If you feel like your website, sales funnel, or landing page is not converting as it should but you can’t identify the exact source of the problem, then google analytics tool comes in handy. to analyze your web resources. Google Analytics is the undisputed leader in the data analytics space, and for good reason. It is free to use and there’s a premium version that unlocks more detailed insights. You can use it to discover different aspects of your online business including your most popular pages, traffic sources, ads performance, etc.
✓ LeadPages
As we all know landing pages are some of the most important web pages of your website. A landing page helps you collect emails, direct visitors to your affiliate offers, or ask your visitors for business. LeadPages is a landing page tool and one of the most popular today. It’s a tool that makes it easy to create landing pages. It comes with a suite of features including drag-and-drop widgets, lead management support, and numerous templates to make your development work much easier. It offers various pre-designed templates that will come in handy especially if you don’t have a lot of designing experience. Use the tool’s drag-and-drop visual editor to tweak your template or create a new one from scratch.
Crystal Diaz
✓ Google Analytics
One of the top tools I use is Google Analytics. I know most people are like “that doesn’t count”, but it totally does depending on how you use it! I use google analytics by going to behavior> site content>landing page. I use this to see what page is getting the most organic traffic, but no conversions! And then make changes that way.
✓ Google Optimize
Another tool I use to optimize is Google Optimize. I use this mostly for a/b testing on websites like colors, text, and popups. It’s super easy to use and it tells you what test is more likely to win and you can set it as the winner and your done. Super helpful.
✓ Hotjar
The last tool I use is hotjar. There is a free version of hotjar so you can try it and see if it works for you. Hotjar takes snapshots on the website and shows you the hot areas of where people are clicking on. Then you can move stuff around the website and optimize it that way.
Anjana Wickramaratne
✓ Mixpanel
I personally use Mixpanel as my “go-to” CRO tool. There are a couple of reasons I chose Mixpanel,
1. It tracks your users and visualizes their data on your behalf.
2. The user interface is quick and intuitive.
3. The platform handles large amounts of data without crashing.
4. The customer support is highly rated.
I would recommend this tool to anyone because in addition to the above-mentioned points, it is extremely easy to use and is much cheaper than some other tools.
Brandon Amoroso
✓ Hubspot
The website we use the most with the best CRO tools has to be Hubspot.
For Hubspot the tools we utilize are the website, campaign and traffic analytics. Each of these tools break down the information on a graph with corresponding categories below it to show us how effective our efforts were for a month’s time. By clicking on the graph we are also able to see which channels are more efficient than others. From this information we can accordingly tweak our overall strategy to better suit the needs of our clients.
Kyle Battis
✓ Clickfunnels
Conversion Rate Optimization is a vitally-important piece of the overall online marketing puzzle. One helpful tool we use for ourselves and our clients is a tool called Click Funnels. We drive the majority of our paid ads via Google and Facebook to Click Funnels landing pages and built into Click Funnels is the capability to easily create Split tests at every level of the funnel.
Bruce Hogan
✓ Optimizely
Optimizely is a market leader and fantastic CRO tool that is used by thousands of high traffic websites globally. It’s solution includes all the features that marketers and developers need to run sophisticated A/B tests. In addition to the WYSIWG editor that marketers can use to set up tests, the company has a developer tool that can be used to run A/B tests through code. Overall, Optimizely is an ideal solution for larger companies and Internet businesses that can afford its premium pricing.
✓ Google Optimize
Google Optimize is an effective A/B testing tool that’s easily implemented and 100% free. It integrates with Google Analytics for test analysis and can be implemented through Google Tag Manager. The product has all the necessary features to run website experiments including a WYSIWYG editor. Overall, Google Optimize is the best solution for companies who are just getting started with CRO or have limited budgets.
Matthew Tudge
✓ Hotjar
Hotjar and Google Analytics are the 2 main tools that we use at WDA for conversion rate optimisation. Hotjar to start with is easy to use and includes some great CRO features such as heat maps and funnel tracking.
✓ Google Analytics
We use this in conjunction with Analytics when implementing a test and use the data together from both platforms to come to a decision on whether the test was successful or not and how we should proceed from there.
Oksana Chyketa
✓ Decibel
If to pick one CRO tool, I would definitely choose Decibel. It’s an excellent tool that provides you with an opportunity to collect ‘smart data‘ on your clients’ websites. With its heatmaps, session recordings, behavior detection, form analytics features, Decibel gives you a way to understand the customer experience that no other tool in our technology stack can. You can effortlessly analyze your clients’ website or app experience to understand what you can test in your CRO experiments.
Jitesh Keswani
✓ Hotjar
Hotjar is a behavior analytics and user feedback service that helps you understand the behavior of your website users and get their feedback through tools such as heatmaps, session recordings, and surveys. You will get to know what your users are doing and you can make changes on your website accordingly.
✓ Optimizely
Optimizely is a tool we use for A/B testing. With the use of Optimizely, you can do A/B testing of your web pages to know which type of web page is generating more revenue and having good results.
William Chin
✓ Hotjar
For Heatmaps, I use HotJar. Great tool to find out what users are doing on your website and how they handle your site layout. Plans are very scalable and their interface is very intuitive. I’m also a big fan of the ability to “Refresh” screenshots, but also have the same data be registered.
✓ TrialFire
For funnel optimization and custom user segmentation, I use a tool called trialfire.com. Great software to help really isolate and narrow down who’s converting and how. The ability to create custom funnels and segments (with visually anchors) on the site is a fantastic tool.
✓ Google Optimize
For A/B Testing, I currently use Google optimize. Great tool for small A/B Tests, as it’s free and integrates with Google analytics. However, it’s quite costly at the enterprise level and is very restricting if you want to do multiple tests.
Gaurav Jain
✓ Unbounce
If you are using ads networks like Google ads and other, Unbounce is worth checking out because it has tight integration with them.
If you are starting up with, this tool can help to improve Adwords Quality Score of PPC campaigns. It can automatically create a landing page based on the most searched keywords by users on the internet.
✓ Hotjar
Hotjar is one of the best tools to check user behavior on your website with the help of a heatmap.
– You can figure out the most clicked section on your website
– The point from where users are leaving your website.
– The Section where users are interacting most.
✓ Optimizely
It’s not limited to only A/B testing, but you can do l lot more out of it,
– It is full-stack, works for web and mobile both.
Kenny Trinh
✓ Five Second Test
Just from the name itself, you can tell that this program is worth it. The 5-second test allows you to determine how well customers see a certain webpage’s content within the first 5 seconds. It’s a good tool to test if your website delivers the message that it was supposed to do.
✓ Leadpages
Not all of us are web design experts and small businesses may not have the budget to hire a web designer in the first place. When I was starting out, I used Leadpages to create my first landing page. It’s an amazing tool for beginners since it offers numerous templates you can work with and all you have to do is drag and drop the design.
✓ Clicktale
Clicktale is a CRO tool that analyzes user behavior. It comes with a variety of analytics like Path Analytics that helps identify the path viewers take, which will lead to more conversions, Form analytics which optimizes your website’s forms, and heatmaps that help you understand user intent maximizing the chances that they’ll purchase your product.