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12 Best Conversion Rate Optimization Software In 2023

Best Conversion Rate Optimization Software Shortlist 

Here is my list of the best conversion rate optimization software. Find out more about them below.

  1. Plerdy - Best for recording and analyzing website clicks via heat maps
  2. Kissmetrics - Best for understanding user behavior through in-depth analytics
  3. ConvertBox - Best for engaging visitors with beautiful on-site messages
  4. Hotjar - Best for uncovering user experience issues right away
  5. InstaPage - Best for creating landing pages without needing to code
  6. VWO Testing - Best for fine tuning all your experimentation and testing
  7. Qualaroo  - Best for leveraging customer and user feedback from surveys
  8. SimilarWeb - Best for discovering the tactics and strategies competitors are using
  9. Hello Bar - Best for easy installation with no coding required
  10. OmniConvert  - Best for breaking into the CVO movement
  11. Mouseflow  - Best for working with a comprehensive analytics ecosystem
  12. Optimizely - Best for building a culture of experimentation

Just driving traffic to your website isn’t enough to create a sustainable business — you also need to leverage that traffic with additional conversion strategies to convince your website visitors that they need to complete the desired action you’re looking for. 

Whether it’s contacting your team, purchasing a product, or scheduling a service, conversion rate optimization (CRO) is essential to your strategy. There are several tools that can help you test high-level changes within your sales process or website to ensure you are actually making a difference in conversion rate, including lead capture and analytics. Learn more about my recommendations when you read the rest of the blog.

What Is Conversion Rate Optimization Software?

Conversion rate optimization software is a group of products that are designed to improve site performance and increase completion rates of your preferred conversion metric. Some of the categories of tools that can be useful for enhancing conversion rates include research and analytics software, lead capture and validation software, feedback software, testing and experiment software, and heat map and mouse tracking software.

Overviews Of The 12 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.

1. Plerdy - Best for recording and analyzing website clicks via heat maps

plerdy convertion rate optimization software screenshot
Plerdy delivers heat map tools that tell you exactly what your visitors are most interested in.

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.

Pricing One-Liner: From $122/month

Free Trial One-Liner: 14-day free trial

  • Simple user experience and navigation
  • Video tutorials for every need
  • Responsive and knowledgeable customer support
  • Form publishing can be a little clunky
  • User interface is a little outdated

2. Kissmetrics - Best for understanding user behavior through in-depth analytics

kissmetrics convertion rate optimization software screenshot
Kissmetrics allows you to segment real users by property, demographics, and visitor behavior.

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.

Pricing One-Liner: From $199/month

Free Trial One-Liner: 30-day free trial

  • Easy to onboard with existing apps
  • Quick and responsive customer service team
  • One-stop shop for all analytics
  • No AI or heat map capabilities
  • Data analytics can take up to 20 minutes

3. ConvertBox - Best for engaging visitors with beautiful on-site messages

convertbox convertion rate optimization software screenshot
ConvertBox offers you a variety of callout and popup templates for customized user testing.

ConvertBox is a simple CRO tool that enhances personalization with segmentation to maximize conversations, lead capture for opt-in forms that help you collect leads, and targeted messages on-site that are based on visitor behavior. With this platform, you can focus on targeting the right visitors, building lists, and tracking all user interactions with your site.

Why I picked ConvertBox: A unique feature that makes this platform a standout is the Callout Modal, which strives to deliver more links on a specific offer and generates more leads with personalized interactions based on templates for announcements, segmentation, limited and trial offers, webinars, video messages, and simple message.

ConvertBox Standout Features and Integrations

Standout features include multi-step funnel building to deliver highly personalized content to users and customizable form fields, dropdowns, and checkboxes to collect more targeted user data.

Integrations include ActiveCampaign, Drop, Encharge, Gist, HubSpot, Klaviyo, Mailchimp, MooSend, OntraPort, and Webhooks.

Pricing One-Liner: Main plan is $495/one-time payment

Free Trial One-Liner: 30-day money-back guarantee

  • User-friendly navigation and experience
  • Builder is simple and easy to use
  • Tool is constantly growing and evolving
  • Templates offer only basic designs
  • Limited marketing automation tools

4. Hotjar - Best for uncovering user experience issues right away

hotjar convertion rate optimization software screenshot
HotJar provides user session recordings so you can watch how customers interact with your website.

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.

Pricing One-Liner: From $39/month

Free Trial One-Liner: Free plan available

  • Straightforward and quick implementation
  • Ideal platform for non-technical users
  • Free plan with limited features
  • The advanced features have a bit of a learning curve
  • Time-limited data storage capabilities 

5. InstaPage - Best for creating landing pages without needing to code

instapage convertion rate optimization software screenshot
InstaPage helps you build landing pages for desktop and mobile with no-coding required.

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.

Pricing One-Liner: From $299/month

Free Trial One-Liner: 14-day free trial

  • Multiple domain capabilities on the same account
  • Easy to use with no technical knowledge
  • Design recommendations for more professional results 
  • Resolution for bug fixes is a little slow
  • Limited performance as permanent web pages 

6. VWO Testing - Best for fine tuning all your experimentation and testing

vwo testing convertion rate optimization software screenshot
VWO Testing provides visualized and intuitive reports for every trial and test.

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.

Pricing One-Liner: From $357/month (billed annually)

Free Trial One-Liner: Free plan available

  • Platform is simple and easy to use
  • No development background or technical skills needed
  • Robust support through blogs and articles
  • Setting up personalization experiences takes extra training
  • Paid plans are a little expensive

7. Qualaroo - Best for leveraging customer and user feedback from surveys

qualaroo convertion rate optimization software screenshot
Qualaroo provides a real-time feedback platform from which you can create and monitor surveys.

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.

Pricing One-Liner: From $25/month

Free Trial One-Liner: 15-day free trial

  • Compatible with more integrations compared to Lucky Orange
  • Offers no-code and low-code functionality
  • Quick and easy setup without affecting site performance
  • Very limited features in the free version
  • Separates email and context surveys in plans 

8. SimilarWeb - Best for discovering the tactics and strategies competitors are using

similarweb convertion rate optimization software screenshot
SimilarWeb helps you identify referral sources for competitors and find affiliate opportunities.

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.

Pricing One-Liner: From $149/user/month

Free Trial One-Liner: 7-day free trial

  • Very user-friendly interface
  • Intuitive and reliable user navigation
  • Robust customer support assistance
  • Limited Android and iOS data accuracy
  • High pricing for small businesses

9. Hello Bar - Best for easy installation with no coding required

hellobar convertion rate optimization software screenshot
Hello Bar helps you build pages and popups for desktop, tablet, and mobile devices.

This platform offers you a service that helps you design better messages for website visitors. With various popups, like bars, modals, and alerts, you can ensure the ideal timing and context for information delivery to your visitors. Create surveys, encourage subscriptions, and provide alerts that enhance a visitor’s experience and provide you with the feedback you need.

Why I picked Hello Bar: This tool made my list because of the variety of customization you can implement for your popups. Whether you’re creating a slider or page takeover, you can still adjust every element of your branding with hundreds of pre-built themes, styling editor for color and sizing, and a design assistant that automatically detects your preferences and applies them to new creations.

Hello Bar Standout Features and Integrations

Standout features include location, campaign, and timed targeting to reach the right people at the right moment and custom reports that allow you to track your most important metrics and KPIs.

Integrations include AWeber, Blogger, Campaign Monitor, ConvertKit, GetResponse, GoDaddy, HubSpot, Iterable, Mailchimp, Shopify, and Wix.

Pricing One-Liner: From $29/month

Free Trial One-Liner: Free plan available

  • Easy to set up and use
  • Straightforward and intuitive navigation
  • Nearly limitless customization options for branding
  • Some integrations require Zapier connections
  • Limited live customer support

10. OmniConvert - Best for breaking into the CVO movement

omniconvert convertion rate optimization software screenshot
The OmniConvert dashboard shows you experimentation performance, like weighted revenue per visitor.

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.

Pricing One-Liner: From $390/month

Free Trial One-Liner: Free plan available

  • Tests and surveys are very customizable
  • Simple user interface for easy navigation
  • Very quick to set up and start using
  • User interface is a little dated
  • Implementation uses a cookie-consent format 

11. Mouseflow - Best for working with a comprehensive analytics ecosystem

mouseflow convertion rate optimization software screenshot
Mouseflow showing how their heatmaps look using their homepage as a sample.

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.

Pricing One-Liner: From $39/month

Free Trial One-Liner: Free plan available

  • Easy to set up and start using
  • Feature explanations are straightforward
  • Friendly layout and simple usability
  • Credit-based usage that goes fast with heavy website traffic
  • Cannot exclude specific geo-traffic — only language-based exclusions

12. Optimizely - Best for building a culture of experimentation

Optimizely has a visual editor that allows you to quickly and easily make changes to your pages.

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.

Pricing One-Liner: From $79/user/month

Free Trial One-Liner: Free plan available

  • Very easy to learn and use
  • Straightforward interface and navigation
  • Complete customization options for surveys and messages
  • Confusing walkthroughs and video demos
  • Not every feature is low-code

Other 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.

  1. Intercom - Best for automating customer service and chat interactions with AI for first-touch conversations
  2. BuzzSumo - Best for optimizing your influencer strategy to leverage social media interactions for conversions
  3. Contentsquare - Best for real-time insights that provide actionable solutions for immediate digital improvements
  4. ClickFunnels - Best for enhancing your conversion funnel through A/B testing and in-depth analytics
  5. WebEngage - Best for promoting data-driven CRO decisions based on live analytics and seamless data integrations
  6. Lucidspark - Best for leveraging teamwork on virtual whiteboards that allow your teams to share ideas
  7. Glassbox - Best for analyzing customer behaviors with tagless capture data to make changes to your CRO strategy
  8. Totango - Best for transforming the customer journey into a product with defined critical touchpoints and pre-built components

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.


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.


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.

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:

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.

Looking for even more insights to help you optimize revenue in your niche? Sign up for our newsletter to get weekly tips from the experts right to your inbox.

By Phil Gray

Philip Gray is the COO of Black and White Zebra, a digital publishing and tech company. He hails from rainy Glasgow, Scotland transplanted in not quite as rainy Vancouver, BC, Canada. With 10+ years of experience in leadership and operations in industries that include biotechnology, healthcare, logistics, and SaaS, he applies a considerable broad scope of experience in business that lets him see the big picture. His love for data and all things revenue operations landed him this role as resident big brain for the RevOpsTeam.

A business renaissance man with his hands in many departmental pies, he is an advocate of centralized data management, holistic planning, and process automation. An unapologetic buzzword apologist, you can often find him double clicking, drilling down, and unpacking all the things.

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