15 Best Conversion Optimization Tools and Software

Do you know that the average website conversion rate across industries is just 2.35%?

Yet, top-performing sites boast 11% or higher.

It’s clear there’s ample room for improvement.

In fact, only 22% of companies report being happy with their current conversion rates.

Luckily, investing in conversion rate optimization (CRO) software pays dividends.

With the right tools, you can optimize customer experiences to reduce bounce rates and boost conversions.

For example, speed optimizations alone can increase rates by over 15%. And pop-ups generally convert around 3% (source).

In this guide, we explore 15 phenomenal CRO tools to help you diagnose issues and continually improve.

1. Google Analytics (GA4)

(Free to use)

Google Analytics, the free web analytics service by the search giant Google, is a must-have conversion optimization powerhouse.

As businesses, our end goal is to convert traffic and leads into customers and revenue – and that’s exactly what Google Analytics helps you do.

For starters, it offers an intuitive dashboard that gives you an eagle-eye view of all your website’s performance metrics including visitors, conversions, top landing pages, traffic sources, and more.

The detailed reports let you segment users based on geography, technology, behavior, and other parameters allowing you to identify your best-performing audience groups.

Analytics makes conversion optimization easy through its dedicated conversion reports and funnel visualization that reveals drop-offs.

You can instantly spot leakages in your sales funnel and fix them through targeted optimization efforts.

They also enable A/B testing allowing you to experiment with versions of web pages and content to determine what converts best.

With Google Analytics, you can even set up customized alerts and get notifications for sudden traffic changes or when your goals are met.

Best Features

• Intuitive and unified interface
• Real-time reporting
• Customizable dashboard with performance metrics
• In-depth user segmentation
• Dedicated conversion and sales funnel reports
• Customized alerts and notifications
• Seamless third-party integrations
• E-commerce and revenue tracking

2. Unbounce

(14-day trial, paid plan starts at $99/month)

Unbounce is the ultimate landing page builder for maximizing conversions.

Its drag-and-drop editor takes the pain out of building landing pages and enables you to create beautiful, effective pages in minutes.

But Unbounce gives you way more than just an easy page builder. It packs a punch with conversion-focused features you won’t find anywhere else.

Dynamic text replacement lets you customize page content for each visitor to boost relevance.

The Smart Traffic tool automatically shows visitors the highest-converting page variant so you don’t have to manually test.

With popups and sticky bars, you can capture leads all over your site, not just on dedicated landing pages.

If you take conversions seriously, Unbounce is for you.

Between the idiot-proof page builder and advanced conversion features, Unbounce helps you turn more traffic into subscribers and sales with ease.

Best Features

• Drag-and-drop landing page builder
• Customizable templates for various industries
• Dynamic text replacement to personalize visitor experience
• A/B testing tools to optimize conversions
• Smart Traffic directs visitors to best performing page
• Popups and sticky bars to capture leads across a website
• Integrates with email and automation platforms like Zapier

3. Crazy Egg

(30-day trial, paid plan starts at $49/month)

Crazy Egg is a powerful conversion optimization platform that provides you with invaluable insights into customer behavior.

With features like heatmaps, scrollmaps, click reports, website recordings, A/B testing, and more, Crazy Egg makes it easy to understand how your customers interact with your site.

For example, with Crazy Egg’s heatmaps, you can visually see the most “hot” areas of your site that attract attention as well as dead zones that may need improvement.

Overlay the heatmap data onto your Google Analytics reports to connect the dots.

You can also track visitor behavior from various campaigns to see what converts best.

Ensure your CTAs stand out and that your content is organized logically based on what users care about.

Crazy Egg puts the power of understanding your customer’s behavior and patterns into your hands.

Another great feature is the website recordings, which show you a video replay of how prospects navigate your site.

With built-in A/B testing, you can effortlessly test variations of pages and offers to determine which perform best.

Best Features

• Heatmaps showing user interactions
• Scroll maps to see scrolling behavior
• Behavior tracking for email and ad campaigns
• Content prioritization based on interactions
• Integration with Google Analytics
• Real-time interaction monitoring

4. Optimizely

(Demo available, pricing not mentioned)

Optimizely is a premier conversion optimization platform to transform digital experiences.

Its user-friendly content management system centralizes the creation and management of all digital content.

Whether you’re a small business publishing your first blog post or a global enterprise managing thousands of web pages, Optimizely’s CMS makes it simple.

They also enable seamless integration with existing content systems, ensuring a consistent experience.

Optimizely makes it easy for anyone to test and iterate digital experiences without technical skills.

Using visual workflow builders, you can launch A/B tests, personalize content, and experiment freely.

Optimizely then uses advanced analytics to determine winning variations, automating much of the heavy lifting.

It integrates seamlessly with existing martech stacks through APIs and boasts an intuitive UI, meaning smaller teams can benefit.

Best Features

• A centralized platform to manage content across channels
• A/B testing and experimentation to optimize experiences
• Tools to personalize content for target audiences
• Boosts e-commerce revenue through testing and personalization
• Advanced analytics to identify winning variations from tests
• Automates tedious tasks to accelerate experimentation

5. Instapage

(14-day trial, paid plan starts at $99/month)

Instapage is one of the leading landing page and conversion rate optimization platforms for marketers.

Instapage’s intuitive drag-and-drop page builder makes it easy for anyone to create stunning, mobile-friendly landing pages that follow conversion-optimized best practices.

The pages load incredibly fast thanks to Instapage’s AMP technology, keeping site visitors engaged instead of bouncing.

One of Instapage’s most powerful features is its built-in A/B testing capability.

You can test different headlines, images, offers, and more to see in real time which variation converts visitors best.

Instapage also provides heatmaps showing exactly how visitors interact with your pages so you can further optimize them over time.

In addition, Instapage enables personalization at scale through dynamic text replacement.

Tailor your message for different ad groups and even individual visitors based on their attributes and behaviors for a more relevant, engaging experience.

Instapage’s AI Content Generator even creates custom paragraph content for you automatically.

Best Features

• Landing page builder with conversion-optimized templates
• Fast page load times through AMP technology
• A/B testing for headlines, images, offers, etc
• Heatmaps to understand on-page behavior
• Dynamic text replacement for personalization
• AI Content Generator for automatic copy

6. HubSpot Marketing Hub

(Free plan, paid plan starts at $18/month)

HubSpot’s Marketing Software is like an all-in-one command center for modern marketers looking to grow their business.

It makes managing contacts and sending targeted campaigns a total breeze.

You can easily build segmented lists, set up workflows to nurture leads and track engagement over time.

HubSpot even lets you A/B test email campaigns and landing pages to optimize conversion rates.

Another major perk is having access to a central database that displays all your marketing analytics, reports, and performance metrics in one spot.

Even better, HubSpot isn’t just about reporting on what you’ve done – it actually helps guide you on what you should do next.

It provides tailored recommendations for attracting and engaging your audience based on their needs and preferences.

Best Features

• Lead nurturing and automation
• Centralized contact and campaign management
• Marketing analytics and reporting
• Audience segmentation and personalization
• A/B testing for emails and landing pages
• Integrations with other marketing apps

7. Leadpages

(14-day trial, paid plan starts at $49/month)

Leadpages is the conversion optimization software for anyone looking to quickly build high-converting landing pages, websites, and forms.

What makes Leadpages stand out is its huge library of professionally designed templates that are optimized for conversions.

Simply pick a template, drag and drop in your content, images, and forms, and your page will be conversion-ready.

And it gets better.

Leadpages bakes in powerful conversion enhancements like exit-intent popups, dynamic text replacement, and built-in A/B testing so you can optimize your pages on the fly.

For example, if you notice your opt-in conversion rates dipping, you can instantly set up an A/B test to trial a new headline or form placement.

Leadpages also integrates well with all major email and payment providers like MailChimp, Stripe, and PayPal.

Best Features

• Drag-and-drop page builder with conversion-optimized templates
• Landing pages, websites, forms, pop-ups, and sales funnels
• A/B testing, analytics, dynamic content, and exit-intent popups
• Integrations with email, payment, support, and other marketing tools
• Responsive design and customizable code options
• Global website footer and built-in SEO for sites

8. VWO

(Free plan, paid plan starts at $154/month)

VWO Platform is an all-in-one customer experience optimization suite that enables you to understand visitor behavior, test new ideas, personalize experiences, and continually improve conversion rates.

VWO makes it easy to experiment on websites and mobile apps.

Robust A/B and multivariate testing capabilities allow you to identify the best-performing variations.

Detailed analytics provide insights to tweak experiences based on how visitors use your product.

VWO also enables personalization at scale through its AI-powered algorithm and easy-to-use segmentation.

In short, VWO lets you optimize customer experiences across channels to boost conversions and revenue.

Best Features

• End-to-end optimization suite
• Testing & experimentation
• Insights & analytics
• Data management & customer data platform
• Integrations & enterprise-readiness

9. Hotjar

(Free plan, paid plan starts at $39/month)

Hotjar is a user research and analysis platform that makes it easy to uncover exactly how real visitors are interacting with your site.

One of Hotjar’s most powerful features is its heatmaps, which visually showcase everywhere users click, tap, scroll, and move their mouse on each page.

The scroll heatmaps let you immediately spot pages where visitors aren’t scrolling far enough down to see vital information.

The click heatmaps spotlight which CTAs and links get the most attention.

Hotjar also enables you to gather targeted user feedback at scale.

You can create unlimited surveys and polls to understand visitor sentiments, pain points, and more.

Hotjar makes it simple to share findings and collaborate with stakeholders across teams.

You can export images and videos of user sessions, create sharable snippet highlights of key moments, build dashboard reports, and more.

Best Features

• Heatmaps showing where users click, tap, scroll, and move the mouse
• Surveys and polls to gather user feedback
• AI analysis of open-ended survey responses
• Session recordings to see live user interactions
• Export images and videos of user sessions
• Customizable dashboard reports

10. UserTesting

(14-day trial, pricing not disclosed)

UserTesting’s Human Insight Platform stands out for its video-first approach, immersing you in real user experiences to optimize conversions.

It captures rich, first-person video footage and audio narration of actual people engaging with your products, interfaces, apps, or content.

This vivid, real-world perspective provides profound insights into usability issues, pain points, and emotional responses that impact conversion rates.

For participants, UserTesting presents a chance to provide feedback while getting compensated, ensuring an engaged and motivated population.

For businesses, it translates user perspectives into actionable steps to boost conversions.

Automation, data visualization, and collaboration features also streamline sharing findings across teams and roles.

Best Features

• Video-first approach with real user experience footage
• Global contributor network for rapid delivery of insights
• Open API and ecosystem of plugins and integrations
• Collaboration tools to share findings across teams
• Automation and data visualization features

11. Contentsquare

(Free demo, pricing not disclosed)

Contentsquare is an innovative experience analytics platform to help digital teams boost engagement, increase conversions, and drive revenue growth.

It captures every touchpoint along the user journey with unmatched granularity, mapping each click, scroll, tap, and more.

You can easily see heatmaps and session replays to understand exactly how visitors are interacting with your site or app.

But Contentsquare takes it further, layering on intelligent analytics like:

• Traffic analytics
• Form Analytics
• A/B testing
• Personalization
• And more to surface actionable insights.

For example, you can diagnose issues hampering conversion at the page level and even pinpoint specific elements causing friction, like an underperforming call-to-action button.

Contentsquare will tell you exactly how to fix it.

You can also track micro-conversions to see how small UX tweaks impact metrics over time.

With Contentsquare’s automation engine, you can instantly activate personalized experiences to match your visitors’ real-time behavior. If someone shows intent to churn, a special offer pops up to entice them.

Best Features

• Zone-based heatmaps
• Customer journey analysis
• Auto capture of behavioral data
• Personalization engine
• A/B testing
• Micro-conversion tracking

12. Mouseflow

(Free plan, paid plan starts at $39/month)

Mouseflow is a powerful behavior analytics platform that helps you understand how your readers interact with your websites.

One of Mouseflow’s key capabilities is its ability to record and visually replay individual user sessions on your site.

As you watch these videos, you gain unmatched insight into where users are struggling and why carts are being abandoned.

Mouseflow even calculates a Friction Score for each session to quickly flag painful experiences.

In addition to session replays, Mouseflow offers several types of heatmaps to visualize engagement, attention, clicks, movement, and more.

You can instantly spot areas of high and low activity to guide your optimization strategy.

The geography heatmap is particularly cool – it lets you understand visitor behavior across different countries and even cities.

Mouseflow also makes conversion funnel analysis a breeze.

By comparing recordings of converted and dropped users, you can diagnose leaks at each stage and create a more seamless path to purchase.

Best Features

• Record and visually replay individual user sessions to identify friction points
• Visualize different types of user engagement and activity
• Friction Scores to flag painful user experiences
• Interact with users in real-time
• ROI calculator to quantify the impact of optimizations
• Analyze and compare user journeys

13. Mixpanel

(Free plan, paid plan starts at $20/month)

Mixpanel is a product analytics platform to help product teams make better decisions and build better user experiences.

Mixpanel captures every user action as an “event” that can be measured, segmented, and analyzed in real-time.

For example, you can set up custom events like “Signed Up”, “Added Item to Cart”, and “Completed Purchase” to track your conversion funnel over time.

Drill into any event to understand the factors driving conversions, such as geography, referral source, device type, and more.

You can even analyze how new features or campaigns impact conversion rates.

Unlike some analytics tools that only offer high-level metrics, Mixpanel provides the granular, actionable data you need to continually refine your conversion strategy.

For all its advanced functionality, Mixpanel still offers an intuitive, graphical interface that’s enjoyable to use.

You don’t need any coding or SQL skills to analyze data, set up alerts, build custom reports, and more.

Best Features

• Event and funnel tracking and analysis
• User profiles and segmentation
• Retention analytics

• Integration with over 100+ services
• Intuitive graphical interface
• Available across web, mobile, etc

14. Heap

(Free plan and demo, pricing not disclosed)

Heap is an innovative digital insights platform that delivers an easy understanding of the entire customer journey to optimize conversion.

Heap’s built-in data science goes beyond surface-level metrics to uncover hidden opportunities and friction points you may not even realize exist.

It alerts you to moments that correlate with improved conversion and retention so you can focus on changes that really move the needle.

Heap also features integrated session replay functionality so you can replay user sessions to gain context and clarity behind the data.

And with over 100 seamless integrations across your tech stack, Heap ensures you can deliver optimized experiences to customers at exactly the right time.

Best Features

• Data science for removing blind spots
• Session replay for a complete understanding
• Alerts to improve conversion and retention
• Around 100 Integrations across the stack

15. FullStory

(Demo available)

FullStory is like having a superpower for understanding customer behavior. It gives you X-ray vision into every aspect of your user’s experience on your site.

With session replay technology, you can watch videos of customer sessions and see exactly how they interact with your site.

From rage clicks to scrolling struggles, you get the full context behind each session, not just abstract numbers.

And I’m not just talking about a few sample sessions either. FullStory captures all sessions automatically and retroactively across website, mobile, etc.

It’s incredibly helpful for collaboration too.

You can share short session clips with your dev team annotated with feedback.

Plus, FullStory connects session replays with other critical conversions data like clicks, form submissions, and rage clicks.

Best Features

• Session replay technology
• Retroactive capture of all user sessions
• Collaboration tools and annotations
• Integration with other data sources
• Analysis of behaviors and conversions
• Real-time session monitoring

Choose Your Preferred CRO Software

Now, you have access to excellent solutions to help boost conversions.

From free staples like Google Analytics to more advanced paid platforms like Unbounce, you have the freedom to choose from the best.

While testing new versions takes effort, the revenue growth potential is immense.

Investing in the right CRO tools provides a winning edge.

We covered diverse solutions suited for varied needs and budgets. Now it’s up to you to determine the best fit for your business.

Hopefully, these discoveries spark ideas and a hunger to keep optimizing.