10 Best Conversion Rate Optimization Software Shortlist
Here's my pick of the 10 best software from the 20 tools reviewed.
With so many different conversion rate optimization software available, figuring out which is right for you is tough. You know you want to ensure that your website is not just attracting visitors but effectively converting them into customers but need to figure out which tool is best. I've got you! In this post I'll help make your choice easy, sharing my personal experiences using dozens of different conversion rate optimization tools with various teams and websites, with my picks of the best conversion rate optimization software.
What Is Conversion Rate Optimization Software?
Conversion rate optimization (CRO) software is a set of tools that help businesses improve the rate at which visitors to their website or digital platform complete desired actions, such as making a purchase or signing up for a service. It analyzes user behavior on a website, conducts tests like A/B testing, and tracks various performance metrics to identify areas for improvement. The software provides insights and recommendations on how to optimize web pages for better user engagement and higher conversion rates.
The benefits of using CRO software include an increased effectiveness of a website in converting visitors into customers, leading to enhanced sales or lead generation. It enables data-driven decisions by offering insights into user interactions and preferences, which can inform website design and content strategies. By improving the user experience and personalizing content for different user segments, the software helps maximize the return on marketing investments. It reduces customer acquisition costs by making the most of existing web traffic and provides valuable insights into user behavior, guiding future improvements and marketing strategies.
Overviews Of The 10 Best Conversion Rate Optimization Software
Take a look at my list of conversion rate optimization software to get an overview of each platform, a snapshot of their inner workings, and a breakdown of their pricing. I’ve also called out some of their top features, as well as a few pros and cons to help you narrow down your decision.
As a behavior analytics platform, Mouseflow can help you optimize visitor experiences on your website to improve conversions with traditional and unique analytics tools. You can get access to session replay and heatmaps, as well as friction scores, form analysis, automatic tagging of problematic sessions, and customer feedback.
Why I picked Mouseflow: The thing that ensured this platform made my list was the variety in their heatmaps. You can build six types of heatmaps that activate on all your pages automatically and set up funnels so you can watch where and why web visitors may drop. With this feature, you see the number of clicks, click-rage, and click error on every page.
Mouseflow Standout Features and Integrations
Standout features include session replay that allows you to watch behavior of specific customer segments, conversion funnels that show you where visitors drop off, and heatmaps to analyze scrolling, hovering, and clicking.
Integrations include Adobe Analytics, Intellimize, Intercom, HubSpot CRM, Kameleoon, Optimizely, Segment, Tealium, WordPress, and Zendesk. Mouseflow offers over 40 integrations.
Pros and cons
Pros:
- Friendly layout and simple usability
- Feature explanations are straightforward
- Easy to set up and start using
Cons:
- Cannot exclude specific geo-traffic — only language-based exclusions
- Credit-based usage that goes fast with heavy website traffic
The web experimentation arm of Optimizely helps your team conduct experiments in a no-code and low-code environment that frees you from having to rely on developers in order to make website changes, test user interactions, and personalize user experiences. With a single workspace for all collaborators, Optimizely provides more control, visibility, and teamwork across all experiments.
Why I picked Optimizely: This platform caught my eye because they offer experiment lifecycle management that allows you to use test plans to get the data you need for more informed decisions when developing an idea into an experiment. You can test roadmaps for a more comprehensive view of what it would mean to run planned experiments through list, timeline, and board views.
Optimizely Standout Features and Integrations
Standout features include feature flagging and rollouts to merge and deploy code at any time without needing to actually release the changes and omnichannel experimentation that ensures unified user experiences across all apps and devices.
Integrations include Eloqua, Figma, FullContact, Heap, Microsoft Teams, Milanote, Pardot ROI Analytics, Salesforce ROI Analytics, Sprout Social, and YouTube.
Pros and cons
Pros:
- Complete customization options for surveys and messages
- Straightforward interface and navigation
- Very easy to learn and use
Cons:
- Not every feature is low-code
- Confusing walkthroughs and video demos
As a conversion rate optimization software that’s designed to help your business track and convert website visitors, Plerdy targets clicks and heat maps to provide you with visual data and interpretation through custom reports that monitor user behavior across different versions of the website. Track a customer’s digital experience to find opportunities for improvement.
Why I picked Plerdy: One of the reasons I chose this platform is because of the integrated SEO solution that encourages employees to track keywords, collect SEO tags across web pages, and access data for a variety of website versions. You can also use this feature to identify issues with the user experience, test site performance and design, or record interactions with various website elements.
Plerdy Standout Features and Integrations
Standout features include session replay software that helps you monitor the customer experience and Net Promoter Score tool to collect customer feedback.
Integrations include Brevo, eSputnik, Google Analytics 360, Google Search Console, Mailchimp, OpenCart, SendPulse, Shopify, WordPress, and UniSender. Plerdy is also available as a plug-in for most CMS platforms.
Pros and cons
Pros:
- Responsive and knowledgeable customer support
- Video tutorials for every need
- Simple user experience and navigation
Cons:
- User interface is a little outdated
- Form publishing can be a little clunky
While HotJar is an all-in-one digital marketing and experience platform, it can help you target CRO with solutions for marketing and product teams. Use HotJar to get buy-in for new ideas, spot opportunities for improvement, validate ideas with real user data, and uncover user experience issues more quickly.
Why I picked HotJar: This platform made my list because they specifically target the user experience, focusing on page speed issues, surprise bugs, and any frustrations expressed by your visitors. You can use scroll and heat maps to visualize user navigation, get feedback with surveys and suggestion boxes on the site, and connect directly with moderated user interviews.
HotJar Standout Features and Integrations
Standout features include a Funnels feature that helps you uncover conversion blockers and dashboards that give you a high-level view of user data.
Integrations include ContentSquare, Google Optimize, Jira, HubSpot, Microsoft Teams, MixPanel, Segment, Slack, Unbounce, and Zapier.
Pros and cons
Pros:
- Free plan with limited features
- Ideal platform for non-technical users
- Straightforward and quick implementation
Cons:
- Time-limited data storage capabilities
- The advanced features have a bit of a learning curve
Best for discovering the tactics and strategies competitors are using
SimilarWeb is a CRO tool that helps you get more in-depth data about your own performance, as well as competitor performance. You can conduct an analysis on any website or for any industry by searching the site in the SimilarWeb control panel. You’ll get full access to the analytics data of the site with metrics on visit duration, page views, monthly visits, bounce rate, and geographic traffic details.
Why I picked SimilarWeb: I like this tool because it helps you stay up-to-date on changing trends within the industry and keep up with your competitors with direct comparisons between sites. Using the control panel, you can generate keywords, identify new referral traffic opportunities, and find new partners for your affiliate strategy.
SimilarWeb Standout Features and Integrations
Standout features include website accreditation through validating your site analytics, TrafficMeter™ browser extension for getting objective traffic data, and sales intelligence with lead generation and enrichment.
Integrations include AdClarity, Adverity, Dataddo, AT Internet Web Analytics, Google Analytics 360, Salesforce Marketing Cloud, Salesforce Sales Cloud, and Supermetrics.
Pros and cons
Pros:
- Robust customer support assistance
- Intuitive and reliable user navigation
- Very user-friendly interface
Cons:
- High pricing for small businesses
- Limited Android and iOS data accuracy
This feedback platform is a unique CRO tool because it helps small and medium businesses gain the qualitative insight they need to improve their operations through website surveys. Qualaroo has features like cookie targeting, sentiment analysis, data streaming, and responses to help you engage with customers and users on another level. Using this tool, you can deliver more personalization and customization throughout your digital properties.
Why I picked Qualaroo: The thing that made this platform stand out to me is a feature called Qualaroo Nudges™. Qualaroo claims this feature is 10x more effective than email surveys because it operates directly on your website, encouraging users to give feedback at the optimal time through real-time prompts with context. You can design your own survey or use a template to streamline the process and get responses more quickly.
Qualaroo Standout Features and Integrations
Standout features include branded template designs with your logos and colors, contextualized feedback requests timed to pop up based on user behavior, and sentiment analysis that’s powered by IBM WATSON to track mood metrics and keywords.
Integrations include Eloqua, HubSpot CRM, Intercom, Mailchimp, Marketo Engage, Salesforce Sales Cloud, Slack, Tableau, Webhooks, and Zapier.
Pros and cons
Pros:
- Quick and easy setup without affecting site performance
- Offers no-code and low-code functionality
- Compatible with more integrations compared to Lucky Orange
Cons:
- Separates email and context surveys in plans
- Very limited features in the free version
OmniConvert is a website optimization platform that focuses on A/B testing, personalization experiments, and surveys. They’re focusing on a different type of optimization that they’re calling CVO, or Customer Value Optimization. This conversion strategy is all about turning one-time buyers into lifetime relationships that transition you from the top of the funnel to the entire customer journey.
Why I picked OmniConvert: One thing that caught my eye about this platform is the REVEAL feature, which uses automated RFM segmentation to help you identify the most valuable customers and categorize the rest of your buyers. Now, you can market to each customer segment with appropriate strategies and stimulate repeat buying behavior.
OmniConvert Standout Features and Integrations
Standout features include CRO tools to test your insights and run experiments, ecommerce customer analytics platform for monitoring and nurturing customers, and customer survey tools to get customer feedback.
Integrations include ActiveCampaign, Google Ads, Gorgias, HotJar, Klaviyo, Mailchimp, Meta Ads, Sendgrid, Shopify, and Zapier.
Pros and cons
Pros:
- Very quick to set up and start using
- Simple user interface for easy navigation
- Tests and surveys are very customizable
Cons:
- Implementation uses a cookie-consent format
- User interface is a little dated
This CRO platform has a singular focus on building and optimizing personalized landing pages at scale to improve ROI and campaign results. InstaPage ensures you don’t need a technical professional or a developer with their user-friendly interface that allows you to drag-and-drop every element of your new landing page into place quickly and easily.
Why I picked InstaPage: This tool caught my attention because they leverage AI to create and test unique landing pages even faster than when you build them yourself. With AI-prompted page variations, you can create targeted landing pages for every audience and ad group without having to do any of the build work yourself. Plug in your KPIs and get a custom design right away.
InstaPage Standout Features and Integrations
Standout features include widgets that add layers of functionality to your page with multimedia elements and chatbot plugins, as well as the AdMap® feature, which visualizes your campaigns by connecting a unique post-click page to each of your ads.
Integrations include Google Analytics 360, HubSpot Marketing Hub, Mailchimp, PayPal, Salesforce Sales Cloud, Shopify, Stripe, WordPress, Zapier, and Zendesk Suite.
Pros and cons
Pros:
- Design recommendations for more professional results
- Easy to use with no technical knowledge
- Multiple domain capabilities on the same account
Cons:
- Limited performance as permanent web pages
- Resolution for bug fixes is a little slow
Best for understanding user behavior through in-depth analytics
This conversion rate optimization software goes beyond just analyzing the numbers of your website traffic. With Kissmetrics, you can translate every number into a customer, user, or significant behavior that can contribute to decision-making for improving your marketing campaigns with better landing pages, CTAs, and user interactions.
Why I picked Kissmetrics: This platform caught my eye because of the robust lead generation tools. With Kissmetrics, you can create and analyze conversion funnels with real users to improve your website conversion rates. Find out how users arrive at your site, where people are dropping out of your funnels, and what products are most popular.
Kissmetrics Standout Features and Integrations
Standout features include event tracking based on custom actions and triggers and a Campaigns editor with simple drag-and-drop functionality.
Integrations include HubSpot CRM, HubSpot Marketing Hub, LiveChat, Mailchimp, Rippling, Shopify, Slack, WordPress, Wrike, and Zapier.
Pros and cons
Pros:
- One-stop shop for all analytics
- Quick and responsive customer service team
- Easy to onboard with existing apps
Cons:
- Data analytics can take up to 20 minutes
- No AI or heat map capabilities
As a cloud-based SaaS testing solution, VWO Testing is designed to help your organization create and perform A/B tests on a variety of websites, products, campaigns, and features. With a visual editor, you can modify existing pages, create variations of the same product, and run segmented experiments across all your digital properties in the same place.
Why I picked VWO Testing: As a testing-first platform, this tool deserves a spot on my list because it helps you build tailored experiences based on robust customer data. The event-driven architecture seamlessly blends with apps, websites, and code bases for a more complete view of your customers, which results in unified data and insights.
VWO Testing Standout Features and Integrations
Standout features include web experimentation that tracks page views and bounce rate to unlock customer behavior, mobile app experimentation to optimize in-app experiences, and server-side experimentation for better omnichannel releases.
Integrations include Adobe Commerce, ClickTale, Drupal, GetResponse, Google Analytics 360, Heap, Joomla, LeadGen & CRM, Shopify, and WordPress.
Pros and cons
Pros:
- Robust support through blogs and articles
- No development background or technical skills needed
- Platform is simple and easy to use
Cons:
- Paid plans are a little expensive
- Setting up personalization experiences takes extra training
| Tools | Price | |
|---|---|---|
| Mouseflow | From $39/month | Website |
| Optimizely | Pricing upon request | Website |
| Plerdy | From $32/month | Website |
| Hotjar | From $59/month | Website |
| SimilarWeb | $167/month | Website |
| Qualaroo | From $99/month | Website |
| Omniconvert | Plans start at $390/month | Website |
| Instapage | From $299/user/month | Website |
| Kissmetrics | From $299/month (billed annually) | Website |
| VWO Testing | From $357/month (billed annually) | Website |
Compare Software Specs Side by Side
Use our comparison chart to review and evaluate software specs side-by-side.
Compare SoftwareOther Options
Even though I provided you with a comprehensive list of ecommerce CRO tools above, there were a few more I couldn’t ignore. Check out these additional CRO tools that deserve an honorable mention.
- ConvertBox
Best for engaging visitors with beautiful on-site messages
- Hello Bar
Best for easy installation with no coding required
- Glassbox
Best for analyzing customer behaviors with tagless capture data to make changes to your CRO strategy
- Intercom
Best for automating customer service and chat interactions with AI for first-touch conversations
- BuzzSumo
Best for optimizing your influencer strategy to leverage social media interactions for conversions
- WebEngage
Best for promoting data-driven CRO decisions based on live analytics and seamless data integrations
- Totango
Best for transforming the customer journey into a product with defined critical touchpoints and pre-built components
- ClickFunnels
Best for enhancing your conversion funnel through A/B testing and in-depth analytics
- Lucidspark
Best for leveraging teamwork on virtual whiteboards that allow your teams to share ideas
- Contentsquare
Best for real-time insights that provide actionable solutions for immediate digital improvements
Selection Criteria For Conversion Rate Optimization Software
Wondering how I chose each of the platform options above? Here’s a short summary of the main selection and evaluation criteria I used to develop my list of the best conversion rate optimization software for this article:
Core Functionality
While each of these CRO tools focus on a different digital experience, they should all have similar functionalities with defined goals, including:
- Effectively track ROI
- Capture or analyzing customer leads
- Collect market research data
- Make actionable recommendations for next steps
Key Features
The key features you’ll see repeated in the platforms on my list ensure the core functionalities I’ve already talked about. Look for the following features in each tool to determine its quality and reliability:
- Testing tools: Whether you’re using multivariate testing or A/B testing tools, you need to be able to split test your strategies to see which ones convert more website visitors. They need to be easy to create and implement, offer real-time tracking, and help you visualize the results.
- Analytics tools: Event tracking tools, funnel analysis, and heat maps all ensure you’re capturing, reviewing, and interpreting user behavior to provide more information for your strategy teams. With this data, they can make better decisions about what works best for your CRO strategy.
- Visitor tracking: It’s important to see who is visiting your site, but visitor tracking can provide so much more than just lead data. You can use mouse tracking and event tracking to see what your target audience is doing on your site, how long they’re spending looking for information, and what they’re clicking on.
- Real-time data: Getting information in real time allows you to make changes as they’re needed without wasting time and money on strategies that don’t work. Real-time data is especially useful for spotting errors and issues, ensuring you can correct problems right away.
- Surveys and feedback: Get insights directly from your potential customers by encouraging surveys and feedback. The best feedback tools will be customizable with gamification features that encourage engagement from your site visitors.
Usability
The best conversion rate optimization tools are going to be easy to learn and simple to integrate with the rest of your tech stack. I prioritized those platforms that focus on engaging with your other apps, sharing data, and providing analytics across the board. I also looked for those tools that provided robust guidance through online articles and great customer support.
Software Integrations
A great CRO strategy hinges on having the data you need to make the best possible decisions. While some of that information comes directly from your website, your CRM, sales tools, and other apps have a lot to share as well. I chose those platforms that had plenty of two-way integrations for sharing more data.
Price
There is a massive swing in conversion rate optimization software pricing because each platform offers a unique series of tools and accessibility. You might find some tools that are completely free but only allow 30 sessions per month, while others offer a flat rate cost of $500 with access to everything. The most common configuration is subscription pricing.
People Also Ask
Need more information before making your final decision? Dive into these frequently asked questions to help you learn more about conversion rate optimization.
What are the benefits of conversion rate optimization software?
If you’ve had any experience with CRO in the past, you probably realized that attempting to manually and separately complete tracking, analysis, testing, and implementation takes up a lot of time and money. With conversion rate optimization software, you have a digital partner that can help automate many essential tasks, take over behavior analytics, interpret data for you, and provide enhanced guidance to boost conversions.
Who uses conversion rate optimization software?
Anyone in the ecommerce sphere could use conversion rate optimization software, especially if you’re trying to increase revenue and perform better against competitors. Your marketing, sales, product, and reporting teams will find many useful tools under the CRO umbrella, including testing, lead generation, segmentation, email marketing, SEO, and form analytics.
What tools do you use to optimize conversions?
Some of the most common tools for conversion optimization include:
- Heat maps
- Google analytics
- Web analytics tools
- Scroll maps
- Pop-up software
- Session replay
- Path reports
- Visual editors
- Templates
Other Revenue Operations Software
If you’re looking for even more tools that could improve your conversion rates, take a look at these other lists from the RevOps team:
- Free Lead Management Software
- Revenue Intelligence Platforms
- Sales Funnel Software
- Sales Management Software
- Sales Enablement Software
- Sales Acceleration Software
What’s Next
With such a comprehensive overview of the best CRO options available, you should have a better handle on what to look for to meet your needs. Continue your research with the trial offers available from many of these platforms to determine which performs best within your workflow and tech stack.
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