It doesn’t matter whether you serve one CRO client or fifty, your CRO process always has the same steps. And each step needs a specific set of tools.
So to help you streamline your Conversion Rate Optimization process, we’re sharing 43 CRO tools the experts know and love, organized by the stages you can use them for.
However, before adding a CRO tool to your kit, evaluate it carefully for the following:
- GDPR compliance: You’re using user data at every step of the CRO process, which means the tools you use to collect your data must be GDPR compliant.
- Integrations: If your clients use 10+ analytics and user feedback tools, you can end up with 10 data silos. This makes ‘integrations’ a key feature to look for in your core experiments software. At Convert, we understand the frustrations of a CRO professional when it comes to processing data from so many different sources, and so we support 70+ integrations. We also regularly add new integrations based on client requests.
- Security: When you install software on your clients’ website, it becomes your responsibility to ensure your clients’ website doesn’t get breached because of your experiments. So, your core CRO tool must be safe for your clients’ websites.
- A multi-client friendly dashboard: The least you can expect from an agency CRO tool is a dashboard where you can easily switch between your different client accounts.
These considerations are particularly relevant for CRO agencies. Our list of tools has been vetted keeping them in mind.
Here goes …
Stage #1: Research
When it comes to conducting research for your CRO experiments, you need both quantitative and qualitative data.
Here are some tools you can use on your clients’ websites to gather the data you need to form data-backed hypothesis for your CRO experiments.
Google Analytics is the #1 source for collecting website analytics data on your clients’ websites. You can use its premium version — Google Analytics 360 — as well that unlocks deeper insights. Your Google Analytics observations will always form a big part of your hypothesis.
Clicky is a popular alternative to Google Analytics that you can add to your clients’ websites. You can also use it along with Google Analytics. With Clicky, you can monitor and analyze website traffic in real time. It also comes with heatmaps, uptime monitoring, and SPAM traffic detection among other features that help you get more insights in your clients’ traffic trends and behavior.
Heap captures users’ interactions (such as clicks, form submits, transactions, etc.) with your client’s websites and helps you identify the behaviors and marketing channels that get the most users to convert. Heap offers a clean data analytics dashboard where you don’t have to create ‘events’ to track basic website interactions, unlike Google Analytics.
Kissmetrics helps you understand the customer behavior of your clients across different devices and identify what’s working and not. The user behavioral data you find with Kissmetrics can help you form a thorough hypothesis for your CRO experiments.
This enterprise-level analytics suite turns your clients’ websites’ ‘vast streams of web data into insights that everyone can act on‘. You also get marketing analytics data, channel conversion statistics, predictive analytics and more to power your CRO experiments.
From understanding who your clients’ users are to what they’re doing on your website and the point where the most of them abandon your funnel, Mixpanel can collect a lot of data for your CRO experiments. Mixpanel helps you find the ‘hidden gems buried in your data automatically’ like the user segments who are underperforming, anomalies in your data trends and more.
Woopra is an end-to-end customer journey analytics platform that lets you analyze the performance of your clients’ different KPIs over time, unlock insights from their users’ journey, and understand how the current users engage with the product or service. From the most popular content to traffic reports and behavioral cohorts, Woopra offers a lot of data for your CRO experiments.
Matoma (formerly Piwik) is an open source web analytics software that also comes with heatmaps, sessions recordings, user flows, funnel and form analytics, multi-channel conversion attribution and more.
Crazy Egg is a website optimization tool that shows you ‘what’ your clients’ users do on their websites. It offers snapshots and session recordings that tell how the visitors navigate through the website, where they click (or don’t for that matter), and where they feel stuck. With heatmaps, scrollmaps, and individual (anonymized) click reports (confetti), Crazy Egg is a great research tool to add to your CRO tools mix.
Hotjar is a popular Crazy Egg alternative. Just like Crazy Egg, HotJar helps you visualize the visitor behavior on your clients’ websites with click, move, and scroll heatmaps. In addition to these, HotJar’s features like visual feedback, polls, surveys, and user recruitment for testing purposes make it a complete user behavior research suite for CRO professionals. Plus, it has a slick dashboard you can use to manage all your agency clients.
Clicktale is an enterprise-level user behavior solution that comes with features like Mouse Move Heatmaps (that show the ‘heat’ of every element over which the mouse moves or the ones that get clicked), Path Analytics (that identify the user paths on the website that lead to conversions or drop-offs and show what the highest converting user group engages with the most), Psychological Analytics (that decode the visitors’ digital body language), Form Analytics (that show you how to optimize the forms so they generate the most leads) and more for your clients’ website.
Packed with session recordings, heatmaps, conversion funnel and form analytics, SessionCam is a great user behavior analytics CRO tool. It also offers intelligent insights like struggle detection to show you where your clients’ visitors struggle on their website, and anomaly and error detection.
With heatmaps, session recordings, behavior detection, form analytics and more, Decibel lets you collect ‘smart data‘ on your clients’ websites. Decibel helps you analyze your clients’ website or app experience to understand what you can test in your CRO experiments.
This qualitative insights tool helps you understand the ‘why’ behind your clients’ users’ decisions. It lets you survey your clients’ visitors based on specific actions, behavior patterns, geolocation, data streamed and more. Powered by IBM Watson, Qualaroo’s sentiment analysis helps you analyze your survey responses to understand the sentiments of your users about key areas like pricing. This tool can give you a goldmine of information for your running your CRO experiments.
SurveyMonkey offers a great way to collect feedback on your clients’ website. You can use the insights you learn from your surveys to plan tests that can boost your clients’ conversions or brand loyalty or both.
This enterprise-level survey and data insights software ‘empowers businesses to make smarter decisions.‘ It lets you connect your clients’ visitors’ feedback and analyze the responses to find actionable insights to test in your CRO experiments.
UserTesting lets you test your clients’ websites with either a user demographics that are just like your clients’ target audience or by letting you engage their real users for testing things like the website’s usability and more. The data you collect here can help you form a good hypothesis for your CRO experiments involving design changes.
UsabilityHub lets you take the ‘guesswork out of design decisions by validating them with real users.‘ UsabilityHub comes packed with methodologies like first click tests, five-second tests, preference tests, and design surveys to help you uncover useful insights from actual users of your clients’ websites.
Usabilla lets you collect qualitative and quantitative insights from your users to build high-converting websites. The data you gather here also helps you plan data-backed design tests for your clients’ websites.
Suggested Reads from Convert:
- How to Use Keyword Research to Pump More Qualified Leads into Your Conversion Funnel
- Streamlining Your A/B Testing with Remote User Research
Stage #2: Form Hypothesis
Once you’ve analyzed all your data, it’s time to write your hypothesis. Making data-backed hypothesis is a key step for running winning CRO experiments.
Here are some tools to help you write a clear hypothesis.
CRO influencer Craig Sullivan shares a handy kit with two options for writing hypothesis for CRO experiments.
This hypothesis generator is an easy tool for writing detailed, data-backed hypothesis. You also get detailed explanations for what the different hypothesis fields mean.
This 7-point hypothesis creator is a spin-off of Sullivan’s ‘legacy’ hypothesis format.
This hypothesis creator that doubles up as a ‘bullshit detector’ shows you if you’re starting off to a really weak or flawed hypothesis.
Once you’ve written a series of hypothesis to create your experiments, you’ll need to prioritize them.
This is an easy tool to set priorities to your experiments: Conversion XL’s PXL framework
This PXL framework helps you spot the ‘good’ test ideas from your lot that have the potential for the highest impact. You can learn more about the framework here.
Suggested Watch from Convert:
Stage #3: Create Treatment (Design/Build/Test)
Once you’ve your hypothesis ready, it’s time to design, develop, and test the new pages you’d like to run against the original version. Either you can hire dedicated resources to build your treatment OR you can go for turnkey CRO solutions like Convert. Alternatively, you can try using landing page builders and then take care of the testing, reporting, and analysis steps separately.
Convert Experiences is one of the most comprehensive testing solutions out there. With it you can design A/A, A/B, and multivariate conversion experiments across your website. From testing small changes like the CTA button copy to experimenting with an alternate sales funnel, Convert offers extensive experimenting possibilities.
The best thing about Convert is its commitment to data protection and its ability to give CRO agencies the freedom to put clients in completely separate buckets (projects) with the advantage of testing on unlimited domains and subdomains (given the right plan). Sign up for a free trial or see why Convert is #1 choice of most CRO agencies.
LanderApp comes with 100+ ready-to-use landing page templates with a user-friendly page editor.
With 200+ landing page templates covering SaaS, consulting, eCommerce, nonprofits, apps and more, Instapage is a handy page builder for creating new designs to test in your experiments.
Suggested Reads from Convert:
Stage #4: Run Experiments
With the treatment ready, you’re now ready to run your CRO experiments.
But getting the sample size and test duration right are two critical factors to running meaningful CRO experiments.
Here are some tools to help you with this.
This handy AB test duration calculator shows you the number of days you need to run your AB (or multivariate) test for along with the number of visitors you need to reach the defined statistical significance.
This is an extended functionality of the duration calculator introduced above. Using it you can also find out the sample size of the audience segment that has to be exposed to your tests for statistical significance.
This A/B test sample size calculator shows you many subjects you need to run your A/B tests.
This split test duration calculator shows you how long your split tests must run based on your current conversion rate, the number of variants, statistical confidence level, and traffic.
Okay, not a tool — but a very reliable formula for calculating the confidence interval for your conversion experiments.
Another sample size calculator that takes into account your margin of error, confidence level, and traffic to give you the ideal sample size for your CRO tests.
Suggested Watch from Convert:
Stage #5: Analyzing Experiment Results
Once your CRO experiments get over and you’ve pulled the results, it’s time to understand them and find out if the variations you ran actually outdid the original version(s) significantly.
With a CRO solution like Convert, you get in-built reporting to understand the performance of your experiments.
But here are some more tools to help you make sense of your results.
This handy A/B test calculator helps you calculate how likely your test variation is to beat the control (or the original version). This A/B test calculator uses the Bayesian test approach that works toward eliminating ‘the risk of implementing non-significant test variations’.
This simple calculator shows you if your A/B (or multi-variant) test has resulted in a statistically significant result.
This popular statistical hypothesis test shows you how well your test results have turned up compared to your expected results.
This two-sample hypothesis test shows you if there’s a significant difference between two datasets generated from your CRO tests— for example, two datasets of the values of transactions from your two-page variants. Here’s an excellent resource that shows the test in action.
This tool (still in beta) is actually a set of tools with a sample size calculator, test duration calculator, and a post-test analyzer that helps you understand the results of your tests using the Bayesian, Z Test, and Chi-Squared techniques.
Suggested Reads from Convert:
Stage #6: Learning and improving with follow-up experiments
At this stage, you go back to the drawing board with your test results. Tools like a testing roadmap are quite useful here. Also, check out this really valuable article on how you should approach learning from your CRO experiments.
Workflow management tools
In addition to the above, you might also need a CRO workflow management tool as part of your CRO tools mix.
This tool hasn’t been launched yet. But it is all set to add a best-in-class hypothesis management and learning solution to the Convert suite.
With Compass you are able to identify test worthy opportunities on your site (addressing issues that really hamper conversions), prioritize ideas for proper allocation of CRO resources and learn iteratively from the tests run for consistent improvements in CRO results.
This ‘all in one project management & workflow platform’ offers end-to-end support for running CRO programs for your all your clients. Effective Experiments eliminates the need for you to use a suite of apps like spreadsheets, general project management software, report generators and more when working on your client projects.
MetaDimensions lets you ‘structure your testing program’ and collaborate over your CRO projects and share all the test ideas and learnings. It lets you bring together all your CRO data from different sources and your routine CRO tasks and streamlines your CRO process.
This ‘all-in-one solution for conversion optimization’ is your CRO tool that covers everything right from generating test ideas and hypothesis to prioritizing tests and monitoring/documenting your results.
Here’s a project management tool built exclusively for CRO projects. It’s ‘made for Optimizers, by Optimizers‘. Currently in beta, this tool wants to help you handle everything right from organizing your CRO experiments to prioritizing them.
Wrapping it up…
So there you have ’em… 43 CRO tools to plan and run better CRO experiments for your clients and generate more revenue for them.
Do you have a favorite CRO tool we should add to this list? Tell us in the comments!