Top 30 Best CRO Tools Our Experts Can’t Live Without [2021]

It’s no secret that not all pages convert the same for all traffic. 
This tool provides the primary metrics of other calculators out there but also shows an “Executive Summary.”  Want to share the results with someone else? 
But, hey, you get what you pay for, and Enterprise clients will find Optimizely a worthy platform with a variety of features including both Web and Full Stack websites, Mobile Apps, TV Apps, and IoT Apps. Boasting in its work with Stanford University to develop a Stats Engine with more confidence, faster results, and lower error rates, testing becomes more efficient. 

Table of Contents

sBest CRO Tools: Qualitative Data Analysis Tools and Software

We initially leveraged Mouseflow as a supplement to CrazyEgg prior to CrazyEgg’s release of session recordings. 

Qualitative Data Analysis Tool #1: Hotjar

Instapage boasts six separate products within their platform including: 
The Five-Second Test measures the clarity of your website by measuring first impressions. Ask yourself: Within five seconds of reaching your page, can a user clearly understand who you are, what you are offering, and the value of your offer?
Additional features include customizable pop-ups,  sticky bars, dynamic text replacement, and a variety of integrations for CRMs and additional marketing automation tools. One of our all-time favorite tools and a frequent recommendation for our clients.

  • Heat Maps – visualizing what your site users can see
  • Recordings – Seeing what your site users can see 
  • Incoming Feedback – instant user feedback in the form of emojis 
  • Surveys – Poling or open-ended, receive and understand the context behind users on-site actions 

Qualitative Data Analysis Tool #2: CrazyEgg

Pixel-based user behavior tracking is a great tool to leverage, but we love hearing the voice of the customer engaging with the site directly. 

  • Time to Click 
  • Time of Day 
  • Day of Week 
  • Operating System
  • Campaign

Qualitative Data Analysis Tool #3: Mouseflow

We didn’t just pick these randomly, either. These are the tools our in-house experts on our CRO team use every day to make their jobs easier and to get stellar results for clients. It also has the best waterfall analysis for websites (basically explaining the positive and negative impacts of your website on your conversion rate).
Post segmentation allows you to slice and dice your data with ease after concluding an experiment helps to ensure that no learnings are lost and all experiments are worth the effort. 

Qualitative Data Analysis Tool #4: Lucky Orange 

As the product works out of the box, there is zero setup and zero maintenance so you can speed up releases. 
Primary Features include: 
If you’re going to be experimenting on your website and landing pages, ensure everything is operating as it should across all browsers, devices, and operating systems.
It includes a color-coded bar to indicate statistical significance, a split test calculator, an AB test calculator, and a direct comparison of conversion results. With a click of a button, you’re that much closer to finding a winner and concluding your test. 

Best CRO Tools: Design Optimization Tools and Software

BrowserStack is our go-to tool for ensuring the adequate QA of all new website and landing page experiences. 

Design Optimization Tool #1 (and Only): EyeQuant

The LP Analyzer criteria includes the following features (and more): 
The only downside to this one is it is fairly complicated and may be overwhelming to those who are not well versed in all things testing. 
With a variety of features to fit your needs, Usability Hub offers design surveys in which you can collect direct visitor feedback on that design you’re looking to roll out. 

  • Perception Maps – See what visitors will see, and miss, within the first 3 seconds of arriving on your page
  • Attention Map – See which elements capture the most on-page attention
  • Clarity Score – How clean and clear is your design? 
  • Excitingness Score – How exciting and stimulating does your design look? 

Best CRO Tools: User Testing Tools

The “Copy the Results” CTA allows you to share with a variety of stakeholders without having to input the data on a page load.
Ion believes every touchpoint is an opportunity for insight, and therefore their seamless, design-driven interactive content is intended to not only entice page interaction but user users through to final conversion. 

User Testing Tool #1: Usability Hub

The Unbounce platform enables you to create custom landing pages without the use of custom coding via their drag and drop editor. With over 100+ landing page templates to choose from, you can bring any campaign vision to life at a fraction of the cost it would take to build the pages with a developer. 
With the option of a pre-test and test analysis calculator, you can answer a variety of testing questions with the AB+ Test Calculator by CXL. While still in Beta, we’ve found it to be useful in helping to answer a few important questions when testing: 
You can accomplish 1-to-1 personalization by leveraging Monetate’s decisioning engine to deliver hyper-personalized experiences across all your digital properties with tools including: 
Need interactive content but don’t have the internal team to support it? 

User Testing Tool #2: User Brain 

Qualaroo enables you to determine exactly when and who the survey targets. You can target customers based on specific actions, events, locations, or behavioral patterns. Some examples include: 
Leverage interactive infographics to landing pages, assessments, quizzes and move to quickly drive enticing and relevant online experiences that help to build revenue. 
In addition to live, interactive cross-browser testing, BrowserStack also offers selenium testing at scale, visual testing and review, interactive mobile app testing, and automated mobile app testing. 

User Testing Tool #3: TryMyUI 

Optimizely’s Performance Edge is powered by an Experiment Delivery Network that enables experiments to run quicker than ever while scaling experimentation with minimal performance to impact. 
For paid search efforts, AdMap is an easy way to visualize ad campaigns and effortlessly connect ads to relevant post-click landing pages. 
GTMetrix combines multiple page speed tools into one, and we all know how important page speed is for overall website analytics and improving conversions. 

User Testing Tool #4: UserTesting

The Effin A/B Testing Calculator is a chrome extension our team can’t live without. Calculating both the conversion rate of your experiment and the statistical significance, this chrome extension is straightforward and easy to use. 

  • Discover: understanding user attitudes and problems 
  • Design: receive insight prior to starting to build 
  • Build: validate changes and settle arguments between internal teams
  • Launch: validating the first time experience is useful with your visitors 
  • Iterate: Discovering the reality behind your analytics 

User Testing Tool #5: Qualaroo 

Their streamlined analytics dashboard allows you to check site performance within the LeadPages platform, and a built-in SEO setting allows for meta descriptions and image optimizations. 

With the ability to test on 2000+ real devices and browsers you can rest assured that your pages will render exactly how you intended. 
Client-side testing with SiteSpect allows changes to be made via their virtual editor or powerful Regular Expressions while minimizing the performance impact of traditional client-side tools. Server-side testing allows you to create tests and deploy server-side functionality with on/off switches or progressive rollouts. 

  • Asking for pricing feedback while someone is on the pricing page 
  • Asking a visitor exactly why they are choosing not to purchase right before they exit the page 
  • Ask for website/product/app feedback based on engagement 
  • Ask for content feedback when users scroll and read the page 

Best CRO Tools: Landing Page Creation and Hosting Tools and Platforms

This A/B test calculator is similar to others in the market but also includes some visuals around Conversion Rate Distributions and Improvement Distributions. 
CompeteShark monitors your competition for content changes, layout experiments, and new promotions while providing real-time updates via a real-time feed of every action taken by your competitor. 

Landing Page Testing Tool #1: Unbounce 

Nevertheless, for those really wanting to drill down to some very specific metrics, this calculator is worth a try. 

Easily transform static content such as hero banners, CTAs, and promotional areas into personalized experiences tailored to each user segment. 

Landing Page Testing Tool #2: Instapage 

Quantitative data is important information, but the “why” behind the what is just as important (and there is a difference between qualitative and quantitative data).
These nudges make it easy to survey specific users in context while they are looking at your product, service, or brand. It’s not just about asking questions, Qualaroo ensures the right questions are asked at the right time. 

  • Landing Pages
  • Personalization
  • Experimentation
  • AdMap
  • Collaboration
  • Page Speed

We’ve taken the guesswork out of finding the right tools to measure qualitative data, run A/B tests, optimize design, and more with this handy guide. 
With features such as built-in AI conversion power with Smart Traffic, and the ability to AB test pages to see exactly what is working, you can ensure you are making the most of the traffic arriving on your pages. 
While qualitative tools allow you to see how actual behavior is occurring on your website, EyeQuant allows you to see how new designs will be perceived by visitors to your website. 

Landing Page Testing Tool #3: Ion 

Everyone wants to outsmart their competitors. With CompeteShark you can monitor, track, and analyze your competitor’s marketing efforts in real-time. 
Client and Server-side personalization options allow you to personalize the entire experience, from algorithms to complete website re-brands. 
This is why Google Optimize has made our list. While not the most robust or sleek product on the market, our clients opt to use it due to its price tag (non-existent) and integration into Google Analytics. 
Unlike other platforms, VWO offers funnel visualization, session recordings, heat maps and on-page surveys for your experiments. Their Full Stack product allows for product testing for both mobile app and server-side testing. 
Real-time reporting, unlimited users, unlimited tests, and built-in pop-ups, surveys, heatmaps and recordings make AB Tasy a solid option for your experimentation program. 

Landing Page Testing Tool #4: LeadPages 

High bounce rates, why? Minimal click activity, why? Limited scroll depth, why? Rage clicks galore, why? Leverage one of the below qualitative data analysis tools to answer the “why” that is holding your website back. 

Unbounce’s Landing Page analyzer allows you to test your landing page’s effectiveness and get a free, personalized report of actionable tactics to increase your conversion rates. 
Usability Hub is a remote user research platform that eliminates the guesswork out of what is and isn’t working on your site by validating with real users. 
Leverage cookies, headers, parameters or feature flagging. SiteSpects Find & Replace feature allows you to motif page content and source code on the fly. Replace, remove, or add in new functionality before the pages are rendered in the browser. 

Best CRO Tools: A/B Testing Tools

Optimizely is an incredibly powerful platform for A/B testing. 

A/B Testing Tool #1: Visual Website Optimizer (VWO)

Aimed at small businesses, LeadPages is both a landing page builder, and a website builder. With Leadpages Site Builder, you can create a high-converting website with code-free customizations. 
We have found this feature especially beneficial when working with our clients on projects that require the necessary approvals for quick turnarounds.
Mouseflow Session Replays allow you to actually filter your replays by user frustration, compatibility issues, errors, and more. 
User testing is often the most effective way to get to the root of your website issues. Here are a few of our favorites. 

A/B Testing Tool #2: Google Optimize 

UserBrain proudly boasts: “If you can link it, you can test it,” offering the possibility to test an array of live websites, those under development, early prototypes, or even your competitor’s sites on either smartphones, desktops, or tablets. 
UXCrowd aggregates and ranks usability insights with crowd voting so you can quickly and easily see which issues were most important to your visitors.

A/B Testing Tool #3: AB Tasty 

Qualaroo is a customer and user feedback software that offers the ability to survey visitors to your website with “Nudges” or surveys in the moment.
Optimizely’s WYSIWYG (What You See is What You Get) editor allows for quick changes without the need of a developer, although more complex tests will require one.
A combination of neuroscientific research, artificial intelligence, and neural network modeling stimulates how users ultimately react to the designs. EyeQuants technology was built by leading neuro and data scientists to help UX, marketing and product teams make smarter design decisions with tools such as: 
One of the more sophisticated tools on the market, in addition to features touted by its competition, SiteSpect boasts best-in-class support for Single Page Applications. 
Armed with this knowledge, you should be leveraging a variety of pages. If you’re like most businesses, that is easier said than done. Here are our top resources for easy landing page creation, automation, and hosting. 

A/B Testing Tool #4: SiteSpect

In addition, they offer heatmaps which you can filter by click, attention, movement, and scroll behavior as well as funnel visualization, forms, and visitor feedback.   

Are you an ecommerce business looking to do personalization? 
Tired of going back and forth with your internal team on page changes? Instapage’s Collaboration product speeds up the review process and simplifies team workflow with instant feedback, real-time edits, and secure sharing with outside shareholders directly within the platform. 
Advanced targeting, personalization, dynamic testing with the JS Tester, Hypotheses building and prioritization all assist in building experiments aimed to bring results. 

A/B Testing Tool #5: Optimizely 

If you do not have internal development resources, this may not be the best option for your business, as AB Tasty does not offer a code editor, but rather allows you to edit individual elements. 
Best for medium businesses who are committed to testing but not ready to commit to the larger price tag, AB Tasty is a great testing platform option. 

There are thousands of conversion rate optimization (CRO) tools and platforms available online—it’s truly a challenge to find the ones that are affordable and make sense for you and your team.
What’s the solution? Enter UserTesting. Their singular goal is to leverage their Human Insight Platform to close the empathy gap. 
Some days we feel like we have tried them all (maybe we have!) below are our top choices for A/B, Multivariate, Multivariable, and Multi-Page testing

A/B Testing Tool #6: Convert

Considered one of the veterans in the space, VWO has gone through a variety of improvements and upgrades over the years. 

A large portion of our client’s headaches come from design decisions that leave clients wondering what happened. Never fear! We have you covered with our go-to design analysis tool: EyeQuant.
Ion is the place to find it. Ion interactive empowers organizations to engage, target, and convert higher quality leads using a code-free solution. 

Best CRO Tools: Competitive Landscape Tools

Need pages quickly created but limited on internal resources? Unbounce has you covered. 

Competitive Landscape Tool #1 (and Only): CompeteShark 

Within hours, UserTesting can help you find the solution to almost any product issue based on the following: 
Watch videos of real people interacting with your site with User Brain. Listen to them speak out loud as they work their way through the customer journey; see what they do and improve your website experience based on their feedback. 

Want to get the jump on your competitors? Wondering what exactly they are up to? Check out our preferred tool to know the details. 

Best CRO Tools: Site Personalization

Site Personalization Tool #1: Monetate 

PSI provides both lab and field data about a page with lab data debugging performance issues as it is collected in a controlled environment and Field data capturing true, real-world experience. 
Coming in at the heftiest price tag, Optimizely’s impression model (vs. the standard unique visits model) makes it far more expensive than its competition. 
PSI reports on the performance of a page on both mobile and desktop devices and provides suggestions on how that page may be improved. 

  • Dynamic Testing – analyzing results in real-time and automatically allocating more traffic to the winner
  • Audience Discovery – Automatically group shoppers based on their behavior, size of segment, or revenue potential 
  • Experience Insights – Powerful analytics & reporting features allow you to dig into performance and see what data-points have impacted the machine’s decisions
  • Adaptive Recommendations – Algorithms know what to serve each individual shopper to maximize brand value
  • Segment, Target, & Test – Create targets and easily deliver relevant experiences to each segment 
  • AdLink – Pull in data from your paid media platform to bridge the gap between pre-click and post-click experiences

Site Personalization Tool #2: Dynamic Yield 

The platform doesn’t offer multivariate testing, but the ability to personalize with up to 30 different targeting criteria keeps this one on our list.
Curious how your page is stacking up? Plug your page into a landing page analyzer to see where you’re succeeding and where you can improve
How long should a test run? How long will it take to conclude a test based on your traffic? Ensure your calculations are correct with one of the following tools.
Finally, VWO engage intends to bring back “lost visitors” with web push notifications, Facebook Messenger, and cart abandonment campaigns. There’s no denying that VWO has a lot to offer. 
You will need to have a developer handy to help support your experiment creation, so make sure you consider this before deciding on the platform. 

Best CRO Tools: Landing Page Analyzers

Landing Page Analyzing Tool #1 (and Only): Unbounce 

Within the Lucky Orange dashboard you are able to get a real-time count of all the people on your website, quickly compare dates to see how traffic has changed over time, discover the top sources that brought people to your website, and filter stats by behavior tags to see which traffic sources ultimately drove the most conversion. 

Plug in your page, answer a few qualifying questions and you’ll be on your way to better understanding how to improve your landing pages. 

  • Industry Performance 
  • Page performance 
  • Copy ANalysis 
  • Mobile Responsiveness 
  • Conversion Centered Design
  • Message Match

Best CRO Tools: Website and Landing Page QA

Another remote usability testing platform, in addition to the standard set of features, TryMyUi boasts additional features such as a Collaborative Analysis suite in which you can minimize the standard time of analyzing testing videos by dividing and conquering your results, sharing key moments, and finding efficiency to keep your team up to speed. 

Website and Landing Page QA Tool #1 (and Only): Browser Stack 

CompeteShark’s Time Machine feature allows you to research when what and who your competitors are targeting while also being able to take a look under the hood to see SEO optimizations, header, and link optimizations, and AB test activity. 
Since 2014, Hotjar remains a leader in the space for qualitative user data. Affordable pricing enables businesses of all shapes and sizes to better understand on-site user behavior 
There are multiple scores included in the PSI including an overall performance score and areas classified as Good, Needs Improvement, and Poor. 
You have access to a worldwide pool of unbiased testers that you can select based on your demographics and needs to ensure you are getting the most accurate feedback possible. 

Best CRO Tools: Site Speed Analysis

Look no further than Monetate. Selected as the personalization leader for a 3rd consecutive year by Gardner, you really can’t go wrong with these guys. 

Site Speed Analysis Tool #1: Google Pagespeed Insights 

There are experimentation platforms that personalize, and then there are personalization platforms that experiment. If you’re looking for personalization first, here is who we recommend.

Geared toward medium businesses not looking to commit to an annual contract, Convert offers an affordable way to run experiments on your website. 
 “Are your experiences customer-centric?” is a question posed by those over at UserTesting. Accordingly to them, there is a 45% “empathy gap” between organizations thinking they are customer-centric, and consumers believing this is the case. 

Site Speed Analysis Tool #2: GTMetrix

This tool provides in-depth explanations of how to fix issues, rather than relying on the surface-level recommendations you can get from Google’s Page Speed Insights tool. 
Intended to allow small businesses to create websites in half the time a platform like WordPress would entail, allowing you to quickly swap out and add on-site pages by using pre-built page templates that seamlessly integrate with any site. 
PageSpeed Insights (PSI) is straightforward and to-the-point. 
Page speed plays a pivotal role in the user experience. Leverage one of the below tools to ensure your page speed isn’t hindering visitors from converting.

Best CRO Tools: Statistical Significance Calculators

Also a leader in the Gardner report, DynamicYield offers omnichannel personalization and experimentation in one platform. 

Statistical Significance Calculator #1: Effin AB Testing Calculator 

While other tools offer workarounds, SiteSpect offers all its standard features, including its visual editor, for your SPA. Additionally, SiteSpect offers both client-side and server-side testing for organizations. 
One of the few platforms still offering month to month contract terms, VWO prides itself on being both an experimentation platform, and an insight platform. 
All website templates are mobile-responsive and professionally designed. Leadpages claims their sites load 2.4 seconds faster, and have a performance 30% higher than its competitors. 

Statistical Significance Calculator #2: CXL Calculator

One of veterans of the space, to its credit, CrazyEgg continues to update it’s product to keep up with emerging competitors. Once only heat mapping, CrazyEgg has since rolled out user session recordings. Our favorite CrazyEgg feature is their detailed click reports with click activity drilled down to: 

  • Does the test have the needed sample size? 
  • Does the test have the needed duration? 
  • What is the monetary ROI of the test variant? 

Automating content personalization at scale, machine learning algorithms dynamically select the most relevant content for each user in carousels, multi-item banners, and more by syncing personalization campaigns with fresh data feeds and creative libraries. 
An additional platform leveraged to understand how users behave on your site, Lucky Orange leverages a variety of tools to drill down to specific user behavior and on-page activity. 

Statistical Significance Calculator #3: AB Test Calculator

When it comes to pricing, nothing beats free. 
Preference Tests allow you to fine-tune visual assets, marketing copy, branding, and more by measuring user sentiment and affinity. 
In addition, you are able to customize your dashboard’s layout which is super handy for seeing the metrics that matter to you most upfront.
Through automation, Competeshark monitors your competitor’s web activity and stores it all in one place so you can focus on making the right moves at the right time.