Conversion Rate Optimization (CRO) Tools: Improving Conversion Rates & User Experience

In digital marketing, conversion rate optimisation (CRO) has become a crucial strategy for businesses aiming to maximise their website’s effectiveness. CRO involves analysing user behaviour, identifying areas for improvement, and implementing strategies to enhance conversion rates. Businesses rely on various powerful Conversion Rate Optimisation (CRO) tools.

In this blog, we will explore conversion rate optimisation tools, delving into their functionalities, benefits, and how they can help businesses boost engagement, improve user experience, and drive conversions.

From A/B testing and heat mapping to user feedback and website personalisation, CRO tools offer valuable insights and solutions to optimise website performance and achieve business objectives. So, let’s dive in and discover the power of CRO tools in unlocking the full potential of your website’s conversion rates.

What are CRO tools?

CRO tools help you:

• Understand why visitors aren’t converting into leads or customers
• Identify possible changes to make to your website to increase conversions
• Test changes you make to your site for the highest conversion rates

Types of CRO Tools

Web analytics CRO tools: understand what’s happening on your website

Understanding what’s happening on your site is important to conversion rate optimisation. You won’t know where to look for improvements without knowing what’s going on (or wrong).

Web analytics tools gather numerical, quantitative data about your website and its visitors, giving you insight into metrics like:

• Bounce rate
• Sessions
• Session duration

Common drop-off or exit pages can help you find answers to questions like:

• Are visitors sticking around or bouncing from the landing page?
• What path are visitors taking on my site?
• Where are visitors stumbling and exiting from the funnel?

For example, if visitors arrive at your landing page but don’t convert into leads or customers, web analytics tools can help you understand what’s happening once they get there, so you can identify blockers they may be experiencing on the page.

CRO testing tools: compare and measure changes on your website

Another important part of conversion rate optimisation is testing and measuring changes you make to your site.

Once you’ve identified potential improvements, testing tools help you compare and measure changes to see which version(s) converts better.

For example, your web analytics and behaviour analytics tools may have clued you into a high bounce rate on your landing page, caused by a poorly-placed call to action (CTA): people need clarification about which step to take next, so they leave.

In this example, you could test different versions of your landing page—maybe with an updated call-to-action CTA or by moving key information above the fold—to see which one converts better.

Lead capture tools: get another chance at converting users later

More often than not, your users won’t convert during their first visit to your site. Lead generation and capture tools improve your odds of converting those website visitors later.

With functionalities like built-in forms, exit-intentpopupCTAs, and more, those tools help you grow your email list. It’s then up to your marketing campaigns to turn those site visitors into customers.

For example, a visitor visits one of your pages but is about to bounce without taking any further action. A lead capture tool lets you trigger a pop-up before they do. With a compelling offer and messaging, your (almost) churning user might be tempted to leave their contact details before exiting the page.

Also Read: Best Conversion Tracking Tools

Behaviour analytics CRO tools: understand website visitor behaviour

Understanding why visitors behave a certain way on your website is another important part of optimising the conversion rate. Without knowing what your visitors want, you can’t give them what they need.

User behaviour analytics tools gather qualitative data about how visitors use your website and why they behave a certain way on your site.

• Behaviour analytics tools can help answer questions like:
• Why are potential customers abandoning their shopping carts?
• Are visitors able to find what they’re looking for?
• Why are visitors exiting the landing page without [taking the next step]?

For example, you may see visitors bouncing from your landing page (the what), but until you understand what’s causing them to leave (the why), you’ll be left guessing how to improve the user experience.

Best Conversion Rate Optimisation (CRO) Tools

Conversion rate optimisation (CRO) tools collect data about your website and visitors to help you understand how people use it and identify and test potential changes to increase conversion rates.

Google Analytics (and GA 360)

What it is:

Google Analytics is the most popular web analytics tool, installed on over 29 million websites. It’s free, but you can upgrade to Google Analytics 360 if your website exceeds 10 million hits per month and you need to record more data.

What it’s good for:

GA helps you track traffic patterns, traffic sources, and goal conversion rates in real time. You can also track common metrics like sessions and session duration, and identify where visitors exit or what web pages have high bounce rates.

Kameleoon

What it is:

Kameleoon is a unified experimentation platform for marketing, product, and engineering teams. It combines web and feature testing with AI personalisation so every team can experiment their way.

What it’s good for:

Kameleoon enables teams to run real-time experiments by integrating with their existing tools. Its AI Copilot helps build and interpret test outcomes using sound statistical methods and offers guidance on what to launch or improve.

Lucky Orange

What it is:

Lucky Orange is a visual web analytics and conversion optimisation suite used by over 500,000 websites to understand visitor behaviour through dynamic heatmaps, session recordings, surveys, live chat, and pre-built conversion funnels.

What it’s good for:

Use Lucky Orange to pinpoint friction points—see where users click, scroll, or drop off in real time—and gather instant feedback via surveys and chat to boost UX and lift conversion rates.

Adobe Analytics

What it is:

Adobe Analytics tracks real-time multichannel analytical data across various sources (your website, email marketing, kiosks, apps, and more).

What it’s good for:

Use Adobe Analytics to examine user flow, measure key performance indicators (KPI), and monitor conversion rates. Users of Adobe Analytics appreciate the visually appealing reports, which are easy to understand.

Heap

What it is:

Heap is another real-time web analytics tool that gives in-depth information about user interactions on your website and app.

What it’s good for:

Heap tracks common metrics like page views and sessions, and form analytics like clicks, field changes, and form submissions, helping you understand how people use and interact with your website.

Hotjar

What it is:

Hotjar is a behaviour analytics software and conversion rate optimisation tool that helps you measure and track user behaviour and feedback. Over 1,3M websites use Hotjar to help them improve UX and increase conversions.

What it’s good for:

Behaviour analytics tools like heatmaps and session recordings can help you identify pain points a customer experiences on your site—like website bugs, a confusing design, or broken links and elements.

Also Read: Top A/B Testing Tools

Crazy Egg

What it is:

Crazy Egg is a heatmap and testing tool that helps you collect and evaluate visual data and test changes made to your site.

What it’s good for:

Crazy Egg can be used to test different variables and changes to your site and observe how users behave. Read our comparison of Hotjar vs. Crazy Egg for a more in-depth look at what our tools have in common—and how we differ.

FullStory

What it is:

FullStory is an analytics tool for measuring users’ digital interactions across multiple channels.

What it’s good for:

FullStory offers heatmaps, session recordings, and bug tracking, which can help your team identify barriers and improve user behaviour on your website and mobile app. Read our comparison of Hotjar vs. FullStory to see which tool will help your business.

Google Optimise

What it is:

Google Optimise is an experiment and testing platform that integrates with Google Analytics.

What it’s good for:

Use Google Optimise for A/B testing, split testing, and multivariate testing (MVT)of different versions of web pages to measure how each page performs.

Optimizely

What it is:

Optimizely is a digital experience platform that lets you create content and run tests and experiments to improve conversions.

What it’s good for:

Besides managing your content, Optimizely lets you run tests at scale, refine customer interactions, and validate new features in a single platform. Optimizely also includes built-in tools specifically designed to grow your e-commerce business.

Instapage

What it is:

Instapage is a landing page builder that focuses on personalisation and behavioural targeting. It helps you create unique landing pages tailored to different audiences.

What it’s good for:

Instapage can serve dynamic content to your visitors based on who they are and test different elements on your web page to create a tailored experience for every audience segment.

HubSpot

What it is:

HubSpot is a CRM platform that connects data, teams, and customers to help you grow your business.

What it’s good for:

With its Marketing Hub, HubSpot provides marketing automation that helps you convert leads into customers. Capture your users’ contact details with forms and dedicated landing pages to convert abandoned users later.

HelloBar

What it is:

HelloBar is a lead capture software offering a variety of pop-ups intended to convert your site visitors into leads, subscribers, and buyers.

What it’s good for:

HelloBar provides a high level of personalisation, from the type of popups (bars, modals, alerts, sliders, and page takeovers) available on their free plan to their styling. It also comes with built-in tracking and analytics to optimise your campaigns.

OptinMonster

What it is:

OptinMonster is a lead generation platform providing a comprehensive optimisation toolkit.

What it’s good for:

OptinMonster lets you personalise and optimise forms or choose from over 100 templates. In-depth targeting and segmenting rules then show those forms to the right users. With built-in analytics, you can test and adjust your lead generation strategy in real time.

Also Read: Best PPC Advertising Platforms

Conclusion

In conclusion, conversion rate optimisation (CRO) tools have emerged as essential assets for businesses seeking to enhance their website’s performance and drive higher conversion rates. These powerful tools allow businesses to analyse user behaviour, identify barriers to conversion, and implement data-driven strategies to improve user experience and engagement.

By leveraging CRO tools, businesses can conduct A/B tests, gather user feedback, analyse heatmaps, and personalise website experiences to optimise conversion rates. The insights gained from these tools enable businesses to make informed decisions, refine their marketing strategies, and ultimately achieve higher conversion rates and improved ROI.

CRO tools empower businesses to unlock the full potential of their websites, maximise customer engagement, and drive growth in today’s competitive digital landscape. By embracing CRO tools, businesses can continually optimise their conversion rates, provide better user experiences, and stay ahead of the competition.

FAQs:

What is Conversion Rate Optimisation (CRO)?

Conversion Rate Optimisation (CRO) is optimising your website or landing page to increase the percentage of visitors who take a desired action, such as purchasing, signing up for a newsletter, or filling out a form. CRO aims to improve the overall effectiveness of your website and maximise conversions.

Why is CRO important for businesses?

CRO is crucial for businesses as it directly impacts their bottom line. By optimising the conversion rate, businesses can increase their sales, generate more leads, and improve their digital marketing efforts overall return on investment (ROI). It helps businesses make the most of their existing website traffic and attract more qualified leads.

What are some popular CRO tools available?

Several popular CRO tools are available in the market to assist businesses in optimising their conversion rates. Some notable examples include Google Optimise, Optimizely, VWO (Visual Website Optimiser), Crazy Egg, and Hotjar. These tools offer features like A/B testing, heatmaps, user recordings, and analytics to help businesses analyse and optimise their website performance.

How can A/B testing help with CRO?

A/B testing is a technique used in CRO to compare two versions of a webpage or element to determine which performs better in conversions. By running A/B tests, businesses can gain valuable insights into user behaviour, identify what elements drive conversions, and make data-driven decisions to optimise their website for better conversion rates.

Are CRO tools suitable for all types of businesses?

Yes, CRO tools are beneficial for businesses of all types and sizes. Whether you’re running an e-commerce store, a SaaS business, or a content-driven website,  Conversion Rate Optimisation (CRO) tools can provide valuable insights and help you optimise your website’s performance. By understanding your target audience and testing different strategies, CRO tools enable businesses to improve their conversion rates and drive better results continually.