Conversion rate optimization tools include pop-up builders, banners, product suggestions, and eye-catching calls-to-action designed to increase the chance a site visitor performs some desired action. Real-time interaction management and ecommerce personalization represent more advanced, customer data-driven conversion optimization strategies.
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Conversion Rate Optimization (CRO) software are tools that businesses use to increase their conversion rates. They collect and analyze website data and visitor behavior. These tools identify and test changes that will improve the user experience. They are continually employed to improve a website’s effectiveness.
The universe of CRO tools is made up of multiple different types of software products. So not all tools are functionally similar. Certain tools are designed to help businesses better understand their current conversion rates and the inputs that impact them. Others are more focused on helping businesses test into new end-user experiences and measuring the impact on conversion rates.
CRO tools come from a wide range of software categories including A/B testing tools, Heat Mapping software, Landing Page Builders, Product Analytics tools, Session Replay software, Survey Tools, Usability Testing tools, and Web Analytics tools.
A/B Testing tools test different versions of webpages and digital content and track which ones produce the best conversion outcomes.
Heat Mapping software captures and records the behavior of website visitors. Heat maps visually represent clicks, hovers, scrolling, and mouse movements. When analyzed, this information indicates how well the page design draws the user’s attention and where improvements can be made to increase engagement and conversion.
Landing Page Builders are used to drive visitors to a specific conversion outcome such as signing up for a free trial or a newsletter. Prototype testing is supported to help understand the impact of a page and the reaction of website visitors.
Product Analytics tools provide information about user’s interactions with a product or service. It recognizes what is and is not engaging visitors along with ways to improve the user experience.
Session Replay Software records and plays back a user’s website session to better understand a user’s experience. This can help identify where users are experiencing frustration or obstacles on a webpage.
Survey Tools are used to create online surveys that can be designed to understand website visitor experiences and sentiment.
Usability Testing tools are used to evaluate the user experience with a website, product, or service.
Web Analytics tools track website user activity, providing insights on how to optimize a website to increase conversions.
Not all CRO tools will have the exact same set of features. Below is a list of features certain tools may have:
Captures and stores user behavior
Creates heat maps of user website interactions
Provides insights into user experiences with a website and its products or services
Performs analytics that identifies what is working and not working for website conversions
Assists in optimizing a site’s UX - a user’s website experience
Supports A/B testing of digital content
Deploys multiple versions of web content in real-time
Performs split-URL testing
Supports testing for both technical and non-technical in-house users
Website tool integration
Customizable templates and forms
Dashboards and data visualization
Integration with other CRO tools
Before deciding to invest in a CRO tool, consider the following key points:
Use Case: A customer journey can be a long and complex process, ideally resulting in conversion at the end. Deploying a range of different tools will provide a comprehensive approach to optimizing conversion rates. Evaluate which software in the CRO toolbox will be most effective for your purposes.
Integration: How well do the CRO tools you’re evaluating work together or integrate with tools you have already installed? Are they able to readily leverage your existing data?
One of the most popular optimization tools is Google Analytics, which is free until your traffic reaches millions of visitors per month and you require additional data capture. Depending upon the type of tool, pricing can be based upon the number of visitors, sessions, page views, conversions, or domains. Entry-level pricing for most types of tools begins at $24 a month and can increase to over $99 a month.
Ultimately, the main goal of CRO tools is to help increase conversion rates, which often result in sales or additional subscribers. Thus, conversion rate optimization tools can benefit businesses in several ways:
These are some of the more popular conversion rate optimization tools:
