15th Jul 2020 – 43 CRO Tools You Need for Your Optimization Agency in 2020
Adobe Analytics homepage

What are CRO tools?

Also, check out this valuable article on how you should approach learning from your CRO experiments.

Effective Experiments
This ‘all in one project management & workflow platform’ offers end-to-end support for running CRO programs for 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. UserTesting

  • 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 A/B testing software. At Convert, we understand the frustrations of a CRO professional with processing data from so many sources, and so we support 100+ integrations. We also regularly add new integrations based on client requests.
  • Security: When you install CRO 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 conversion rate optimization tools must be safe for your clients’ websites.
  • A multi-client friendly dashboard: When servicing multiple clients maintain your sanity by ensuring the Conversion Rate Optimization Tools give you the ability to switch between your different client accounts.
  • Purpose-driven: As a techie, it is easy to get enamored with fancy software and tools, make sure any tool you purchase has a clearly defined business benefit.  

This simple calculator shows you if your A/B (or multi-variant) test has resulted in a statistically significant result.
Decibel Besides these, HotJar’s features like visual feedback, polls, surveys, and user recruitment for testing 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.
At this stage, you go back to the drawing board with your test results. Tools like a testing roadmap are useful here.
To help you streamline your Conversion Rate Optimization process, we’re sharing 43 top CRO tools the experts know and love, organized by the stages you can use them for.

But getting the sample size and test duration right are two critical factors to run meaningful CRO experiments.


With a CRO solution like Convert, you get in-built reporting to understand the performance of your experiments.

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.

This enterprise-level analytical tool turns your clients’ websites’ ‘vast streams of web data into insights that everyone can act on‘.
SurveyMonkey offers a significant way to collect feedback on your clients’ websites. You can use the insights you learn from your surveys to plan tests that can boost your clients’ conversions or brand loyalty or both.


Alternatively, you can try using landing page builders and then take care of the testing, reporting, and analysis steps separately.
Here’s a project management tool built only for CRO projects. It’s ‘made for Optimizers, by Optimizers.’ This tool wants to help you handle everything right from organizing your CRO experiments to prioritizing them.

CRO influencer Craig Sullivan shares a handy kit with two options for writing hypotheses for CRO experiments.

Copytesting enables you to take the guesswork out of copy for websites, ads, product pages, headlines, and emails by validating copy using actual people who are in your target demographics.
Instapage homepage

UsabilityHub lets you take the ‘guesswork out of design decisions by validating them with real users.

This tool 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.

This ‘all-in-one solution for conversion optimization’ is your CRO tool that covers everything right from generating test ideas and hypotheses to prioritizing tests and monitoring/documenting your results.

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 website visitors navigate through the pages, where they click (or don’t), and where they feel stuck.


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.

Google Analytics is the #1 source for collecting website analytics data on your clients’ websites and is one of the most popular free CRO tools out there. You can use its premium version — Google Analytics 360, which unlocks deeper insights.
Mixpanel helps you find the ‘hidden gems buried in your data automatically’ like the user segments who are underperforming, anomalies in your data trends or metrics, and more.

You also get marketing analytics data, channel conversion statistics, predictive analytics and more to power your CRO experiments.

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.

Okay, not a tool — but a very reliable formula for calculating the confidence interval for your conversion experiments.

Suggested Reads from Convert:
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.

Once you’ve analyzed all your data, it’s time to write your hypothesis. Making data-backed hypotheses is a key step for running winning CRO experiments that help you optimize websites.

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.

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.

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 into your clients’ traffic trends and behavior.

  • Mouse Move Heatmaps (that shows 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.
Because forms are an important part of most of the pages, you’ll use in your CRO experiments, you can use form-focused solutions like Wufoo and Formstack to create custom forms to add to your pages.

With heatmaps, session recordings, behavior detection, form analytics and more, Decibel lets you collect ‘smart data‘ on your clients’ websites.
The user behavioral data you find with Kissmetrics can help you form a thorough hypothesis for your CRO experiments.

Here are some tools you can use on your clients’ websites to gather the data you need to form data-backed hypotheses for your CRO experiments.

The best thing about Convert is its commitment to data protection and its ability to give CRO agencies the freedom to put clients in separate buckets (projects) with the advantage of testing on unlimited domains and subdomains (given the right plan).
Besides the above, you might also need a CRO workflow management tool as part of your CRO software mix.


This is an easy tool to set priorities for your experiments: Conversion XL’s PXL framework
Heap captures users’ interactions (such as clicks, form submits, transactions) with your client’s websites and helps you identify the behaviors and digital marketing channels that get the most users to convert.

With 200+ landing page templates covering SaaS, consulting, eCommerce, nonprofits, apps and more, Instapage is a handy page builder for creating new designs to optimize websites.

From understanding who your clients’ users are to what they’re doing on your website and the point where most of them abandon your funnel, Mixpanel can collect a lot of data for your CRO experiments.

With heat mapping, scroll mapping, and individual (anonymized) click reports (confetti), Crazy Egg is a brilliant research tool to add to your CRO testing tools mix.

We vetted our list of tools with CRO agencies in mind.


Matomo (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.
It also offers intelligent insights like struggle detection to show you where your clients’ visitors struggle on their website, and anomaly and error detection.

Heap Analytics

See why Convert is the #1 choice of most CRO agencies.
But here are some more tools to help you make sense of your results.


This hypothesis generator is an easy tool for writing detailed, data-backed hypotheses. You also get detailed explanations for what the different hypothesis fields mean.

When you optimize websites, conducting research is the first step you take. You need to gather both quantitative and qualitative data.

Crazy Egg
Here are some of the most loved CRO testing tools in 2021: Packed with session recordings, heatmaps, conversion funnel and form analytics, SessionCam is a great user behavior analytics CRO tool.
Liftmap homepage Decibel helps you analyze your clients’ website or app experience to understand what you can test in your CRO experiments and improve website conversion. Here are some tools to help you with this. 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.

  • Comprehension – What are potential areas for improvement?
  • Response – What changes can be made?
  • Outcome – What’s the desired result and how can it be measured?

Clicktale is an enterprise-level user behavior solution that comes with features like: 
It doesn’t matter whether you serve one CRO client or fifty, your CRO process always includes the same steps. And each step requires a specific set of tools.
To improve how you optimize websites, Copytesting also lets you test tone of voice, brand positioning, value proposition and prototypes.
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.

CRO tools are used to obtain information on how visitors are using your site, find areas people struggle with, and test ideas to increase conversion rates, optimize the user experience and ultimately get more customers.

Lander homepage

25. Convert Experiences


With Compass, you can 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.
Here goes…

Free Trials

This tool is a best-in-class hypothesis management and learning solution to the Convert suite.
This tool is a best-in-class hypothesis management and learning solution to the Convert suite.


From the most popular content to traffic reports and behavioral cohorts, Woopra offers a lot of data to form a hypothesis that will fuel you to optimize websites.

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.

Mixpanel homepage

So there you have ’em… 43 top CRO tools to plan and run better CRO experiments and generate more revenue in 2021 and beyond.


Clicky is a popular alternative to Google Analytics, but you can also use it with Google Analytics. 

Suggested Read from Convert:

Wrapping It Up…


Instant Demo
Instant Demo

Similar Posts