Struggling to Convert Leads into Customers? These 26+ Tools Can Help

Are you driving plenty of traffic to your website but not seeing the leads turn into sales? You‘re not alone. According to Econsultancy, only about 22% of businesses are satisfied with their conversion rates.

But the good news is that there are a wealth of tools available to help you better understand your website visitors, identify areas for improvement, and optimize the user experience to drive more conversions. In fact, CRO tools are one of the top technologies that businesses are investing in to meet their marketing goals (source: HubSpot State of Marketing Report 2021).

In this comprehensive guide, we‘ll break down 26+ of the best conversion rate optimization tools across four key categories:

  1. Analytics & Insights
  2. On-site User Feedback
  3. User Testing & Usability
  4. A/B Testing & Personalization

Whether you‘re new to CRO or looking to uplevel your current toolkit, you‘ll find in-depth information and expert tips below. Let‘s dive in!

Analytics & Insights Tools

Effective conversion optimization always starts with data. You need to have a clear and comprehensive picture of your website performance and how users are engaging with your pages. While tools like Google Analytics are a good foundation, you may need to go deeper to uncover actionable CRO insights.

Here are some of the top analytics tools for understanding your website visitor behavior:

Tool Key Features Pros Cons Best For
Google Analytics Traffic sources, behavior flows, events Free, widely used, integrates with Google Ads Steep learning curve, limited visualization Businesses of all sizes
Adobe Analytics Advanced segmentation, custom reports Enterprise-grade features and support High cost, complex implementation Large enterprises
Heap Retroactive data capture, user-level insights Automatic event tracking, codeless setup Limited integrations and reporting Product and growth teams
Mixpanel Funnels, cohort analysis, user profiles Powerful segmentation and filtering Mobile-centric, lacks website features Apps and SaaS products
Amplitude User retention analysis, behavioral cohorts Direct SQL access, extensive integrations No individual user tracking Product teams and marketers

Each business will have different needs when it comes to website analytics. But in general, look for a tool that goes beyond surface-level metrics to help you understand the why behind user behavior.

For example, Heap automatically captures all user interactions with your site and allows you to create reports and funnels retroactively. This is a big advantage over traditional tools that require you to predefine events.

Amplitude is another powerful option for analyzing user behavior, especially when it comes to retention and product usage. Moz increased their new user activation rate by 10% and reduced churn using Amplitude‘s behavioral cohorts feature.

On-Site User Feedback Tools

While quantitative data from analytics tools is important, it only tells part of the story. To fully understand the customer experience, you need to hear directly from your website visitors as they engage with your site.

On-site user feedback tools allow you to survey users in real-time and collect open-ended input. Common formats include popups, slide-outs, chatbots, and always-on feedback tabs.

Some popular on-site feedback tools are:

Tool Feedback Formats Targeting & Triggering Reporting Integrations
Qualaroo Popups, slide-outs, banners Exit intent, page scroll, time on page AI-powered insights, sentiment analysis Slack, Salesforce, Hubspot, Marketo
Hotjar Pop-ups, surveys, incoming feedback On-page behavior (e.g. rage clicks, u-turns) Dashboard, filters, Excel exports Zapier, Google Optimize, Omniconvert
Typeform Embedded forms, full-page takeovers Time on page, scroll depth, UTM parameters Results dashboard, PDF reports HubSpot, Google Sheets, MailChimp
Survicate Website & in-product surveys Event-based triggering, advanced targeting Zapier, Amplitude, Intercom
SurveyMonkey Embedded web surveys Based on customer attributes or site behavior Text analysis, crosstabs, filters 100+ apps via Zapier

Typically, you‘ll want to implement user feedback tools on high-value pages like your homepage, pricing page, and checkout flow. For example, you could trigger a survey to appear when a user is about to abandon their cart to understand what‘s causing them to hesitate.

When creating on-site surveys, keep them short and to the point. Focus on uncovering information and insights you can‘t get from analytics alone. Open-ended questions tend to provide richer responses, but close-ended questions (e.g. rating scales) make it easier to spot quantitative trends.

Aim to capture feedback across the entire customer journey and look for common themes and pain points. Regularly share insights with your broader team to identify opportunities for improvement.

User Testing & Usability Tools

Analytics and on-site feedback give you a strong foundation of data for optimizing the user experience on your website. But sometimes there‘s no substitute for observing real people as they interact with your site.

Usability testing tools allow you to capture screen recordings, launch live user interview sessions, and assign specific tasks for users to complete. This gives you valuable insights into common points of friction and confusion in the user journey.

Here are some of the best user testing tools available:

Tool Recording & Playback Live Moderated Sessions Testing Panel Mobile Testing
UserTesting HD video, timestamped notes Yes, with 2-way video 1M+ panelists, targeted profiles Both mobile web and app
Hotjar Heatmaps, session recordings Incoming feedback only None built-in, can recruit your own Limited mobile heatmaps
UsabilityHub No video, image and text-based tasks No 170K testers, basic demographic filters Mobile-friendly, no app
UserZoom Video and audio, clickstream tracking Yes, with observer tools 120M panelists in 150 countries Native mobile app testing
Lookback Live video, shared screens, and webcams Yes, moderated and unmoderated Recruit your own, import from UserTesting Mobile screen sharing via app

The type of user testing you do will depend on your specific research goals and target audience. But in general, a combination of moderated and unmoderated testing can give you the most well-rounded insights.

With moderated testing, you can guide participants through specific flows and ask follow-up questions in real-time. This is especially valuable in the early stages of development when you‘re still refining the user experience. Platforms like UserTesting and UserZoom make it easy to launch live sessions with targeted users.

Unmoderated testing with session recordings is helpful for getting a larger sample size of users and analyzing real-world behavior patterns. For example, Hotjar‘s session recordings can help you spot rage clicks, u-turns, and other signs of user frustration.

When analyzing user testing results, don‘t just focus on the major usability issues. Look for opportunities to remove minor points of friction as well. Seemingly small improvements, like clarifying a form label or adding a progress indicator, can have an outsized impact on conversion rates.

A/B Testing & Personalization Tools

Once you‘ve gathered a wealth of user behavior data and insights, it‘s time to put them into action with A/B testing and personalization.

A/B testing allows you to compare different versions of pages and experiences to see which performs best. Personalization lets you show tailored content and offers to users based on their attributes and behavior. Used together, they are two of the most powerful tools for optimizing conversions.

Here are some of the top A/B testing and personalization platforms:

Tool Visual Editor Statistical Significance Security & Compliance Support for SPAs
Optimizely Robust WYSIWYG, code editor Advanced Stats Engine SOC 2, GDPR, HIPAA Yes, with Performance Edge
Google Optimize Basic WYSIWYG Minimal, uses Bayesian statistics Same as Google Analytics Yes, some limitations
VWO Intuitive visual editor SmartStats, Bayesian and frequentist options GDPR-ready, SOC 2 Yes, with code-based installation
AB Tasty Client and server-side editing Frequentist and AI-powered Bayesian stats GDPR, ePrivacy Yes, mobile SDKs
Convert Drag and drop editor, custom code Multi-armed bandit, segment-level significance GDPR compliant, advanced security Built-in support
Adobe Target Powerful WYSIWYG, code editor 7 algorithms, Stats Accelerator SOC 2, HIPAA, GDPR Yes, visual and single-page apps

With A/B testing, start by focusing on high-impact pages and elements above the fold. Use your analytics and user feedback data to determine what to prioritize for testing.

When possible, run tests for full business cycles (e.g. 1-2 weeks for most sites) to account for fluctuations in traffic and behavior. Make sure you are clear on your primary success metric and monitor real-time results in your testing platform.

Most tools will handle assigning statistical significance for you. But it‘s still important to understand the basics of how statistical calculations work to ensure you are making sound decisions. Tools like AB Testguide‘s sample size calculator can help you determine if you have enough traffic to reach significance.

As you scale up your testing program, consider implementing server-side testing to minimize page flicker and improve site performance. Many leading A/B testing tools now offer this capability.

When it comes to website personalization, you can start small by tailoring experiences based on basic attributes like location, device type, or traffic source. Over time, build up to 1:1 personalization powered by machine learning and predictive modeling.

Some common personalization use cases include:

  • Displaying different hero images or CTAs based on a visitor‘s industry or persona
  • Highlighting relevant case studies or testimonials based on company size
  • Offering tailored product recommendations and offers based on past behavior
  • Customizing the navigation or page layout for mobile vs. desktop visitors
  • Showing different content to first-time vs. returning visitors

The key with personalization is to focus on delivering relevance and value to each user, not just optimizing for clicks. Use a combination of explicit data (e.g. form field selections) and implicit data (e.g. browsing history) to power your segmentation.

And make sure to have a clear measurement plan in place to track the impact of your personalization efforts. Many tools will allow you to compare the performance of personalized experiences against default content.

Putting It All Together

Building a robust conversion optimization toolkit is essential for staying competitive in today‘s digital landscape. By leveraging a combination of analytics, feedback, testing, and personalization tools, you can create a virtuous cycle of continuous improvement.

But tools are only as effective as the processes and people behind them. To get the most value out of your CRO toolkit, you need to:

  1. Gather a diversity of data: Quantitative and qualitative, behavioral and attitudinal. Use multiple tools to build a comprehensive view of the customer experience.

  2. Organize and democratize insights: Break down data silos and make it easy for anyone in the org to access relevant insights. Establish a regular cadence of reporting on CRO initiatives.

  3. Prioritize ruthlessly: Use frameworks like PIE (Potential, Importance, Ease) to identify and tackle the highest-value opportunities. Don‘t try to boil the ocean – start with quick wins.

  4. Test and learn rapidly: Embrace an agile mindset and be willing to fail fast. Not every test will be a winner, but you‘ll always gain valuable learnings to inform future efforts.

  5. Look beyond conversion rates: Revenue, average order value, and customer lifetime value are the true measures of CRO success. Make sure your optimization efforts map to business goals.

No matter where you are in your CRO journey, there are always new tools and tactics to explore. The key is to stay curious, keep learning, and never stop striving to better understand and serve your customers.

Looking for more CRO insights and inspiration? Here are some of our favorite resources:

  • The Beginner‘s Guide to CRO by CXL – A comprehensive overview of CRO best practices from leading expert Peep Laja.
  • GoodUI – A collection of UI patterns and ideas proven to increase conversions, backed by research and real-world examples.
  • CRO Unlocked – A weekly video series from CXL featuring in-depth CRO case studies and tutorials.
  • Personalization Pulse – An interactive benchmarking tool for evaluating your personalization maturity and identifying areas for growth.

By staying on top of the latest trends and continually evolving your CRO approach, you can maximize the impact of every website visitor and drive sustainable business growth. The tools are out there – now it‘s up to you to put them into action.