We Reviewed the 10 Best CRO Tools for Supercharging Conversions
Helpful Summary
- Overview: We introduce you to ten CRO tools that can help pinpoint issues and opportunities on your website to increase conversion rates.
- Why Listen to Us: Our multi-step lead capture form builder has helped businesses like BeMarketable 2X and even 3X their conversions. The point? We have the experience and track record to know what works.
- Why It Matters: Investing in CRO tools can dramatically improve the ROI of your lead generation spend—increases of up to 1,000% are possible, and that’s more than enough reason to take CRO seriously.
- Action Points: We recommend checking out ABTasty, OptiMonk, Growform, UserTesting, Hotjar, Crazy Egg, Google Analytics, Adobe Analytics, Survey Monkey, and Unbounce.
- Further Research: Check out the Growform blog for more tips and tricks on increasing conversion rates through lead capture forms.
Looking for the Best CRO Tools?
Clicks and traffic are nice, but they don’t pay the bills. If you’re not able to convert those visitors into customers (or leads at the very least), you’re throwing your marketing dollars down the drain.
There are all kinds of issues that can wreak havoc on your conversion rates. These can range from simple design flaws to confusing navigation, poorly written copy, or a lack of trust signals. How do you pinpoint the root cause of your low conversion rates and fix them?
Conversion rate optimization (CRO) tools.
In this Growform guide, we’ll introduce you to some of the best CRO tools on the market and show you how they can help you identify and fix issues that are costing you conversions.
But first things first…
Why Listen to Us?
Here at Growform, we understand the impact that small changes can make on a website’s conversion rates.
Customers like Heyzine Flip Books and Scaling Devtools were already using forms when they found us—they just weren’t optimized for conversions. Our intuitive, multi-step form builder helped them increase conversions by 200%–300%.
So, the bottom line is that we know what we’re talking about when it comes to CRO.
What Are CRO Tools and Why Should You Care?
CRO tools are tools that help you optimize your website and marketing assets for conversions. In other words, they help you identify your conversion blockers that are preventing your visitors from taking action, and provide solutions to improve your conversion rate.
But why should you care?
Great question. The best reason we can offer you is that they’re an investment that almost always pays off big time. Venture Beat surveyed around 3,000 companies using CRO tools and found that, on average, they saw up to a 223% ROI.
In fact, around 173 of them reported a massive 1,000% ROI.
The point is that investing in these tools can help boost conversions and squeeze the maximum ROI from your marketing investments. And finding ways to do more with less is a crucial aspect of running a successful business.
Types of CRO Tools
“CRO tools” is technically a software category, but it’s so broad that it’s tough to classify all the tools in this group. Instead of trying to be exhaustive, here are some common types of CRO tools and how they can help you achieve your desired results.
CRO Testing Tools
Testing tools allow you to experiment with different website elements and see which versions generate the most conversions.
There are different ways to go about this:
- A/B Testing: A/B testing allows you to compare two different versions of a web page element (headline, button, or layout) to see which one performs better in terms of conversions. For example, let’s say you have two different calls to action for your service page. A/B testing lets you show each CTA to a portion of your website visitors and measure which converts better.
- Multivariate Testing (MVT): Think of MVT as A/B testing on steroids – you get to test multiple variations of different elements on a page simultaneously. This helps you understand how different element combinations interact and influence user behavior. For example, you could test different headlines, button colors, and product image placements all at once to see which combination gets you better conversion.
- User Testing: User testing tools let you observe real users interacting with your website and gather their feedback. This can reveal usability issues and barriers to conversion that you might not have noticed on your own.
User Behavior Analytics Tools
User behavior analytics software makes it easier to understand how visitors navigate your website. It can track things like clicks, mouse movements, scrolls, and heatmaps to reveal which areas of your website grab attention and where users might be getting confused.
Imagine a heatmap showing that users are entirely ignoring your “Contact Us Today” button. This would be a clear sign to re-evaluate the button’s placement or design.
Web Analytics Platforms
Web analytics tools provide a big-picture view of your website traffic and conversions. These tools help you understand: your traffic sources, user interactions, and ultimately, which areas have the most potential for improvement in terms of conversions.
User Feedback Tools
Sometimes, the best way to understand why your users aren’t converting is to ask them! User feedback tools like surveys and pop-ups allow you to gather feedback from your visitors about their experience on your website.
Conversion-First Lead Capture Tools
Lead capture tools like Growform can help you design and build high-converting lead capture forms. With the right tool, you can even A/B test different form elements to see which promises better conversion.
Things to Consider Before Choosing a CRO Tool
Understand Your Needs
Are you looking to boost sales, gather more leads, or increase user signups?
Once you know your goals, you can now narrow down your search to the tools that will help you achieve them. Let’s say you want to grow your newsletter signups. Multivariate testing might be an overkill in this case.
Instead, you’d want to opt for a simple lead capture tool that’s focused on lead conversions. Ideally, this tool should provide detailed form analytics to pinpoint any barriers to signups. It should also offer A/B testing capabilities so you can experiment with different forms to discover what works best.
We’re confident that our lead capture tool, Growform, ticks all these boxes perfectly.
Website Traffic Volume
Say you have a relatively small website with limited traffic. A simple CRO tool with heatmap analysis and basic form optimization features might be enough. However, for high-traffic websites with complex conversion funnels, more advanced features like multivariate testing and session recording become important.
Budget and Ease of Use
CRO tools come in all shapes and sizes, with pricing plans to match. Be realistic about your budget and consider the learning curve involved. Some tools offer a freemium model with basic features, while others require a monthly subscription. Work with one that fits your budget.
It’s also a good idea to take advantage of free trials if the tools offer them. This way, you can test them out and see if they’re suitable for your technical level before committing.
10 Best CRO Tools to Supercharge Conversions
- ABTasty
- OptiMonk
- Growform
- UserTesting
- Hotjar
- Crazy Egg
- Google Analytics
- Adobe Analytics
- Survey Monkey
- Unbounce
1. A/B Tasty
When it comes to testing and experimentation, only a few CRO tools can rival A/B Tasty.
From A/B to multivariate testing, it has a suite of features to help you experiment and identify the website elements and experiences that are contributing the most (both positively and negatively) to conversions.
Key Features
- A/B and Multivariate Testing: Run experiments with multiple variations to identify the most effective website elements.
- Detailed Reports and Dashboards: Gain valuable insights into your test results with clear visualizations and data analysis.
- Multivariate Testing: Test multiple elements on your website simultaneously to see how they interact and influence conversions.
- Statistical Engine (Bayesian Statistics): Uses advanced statistical analysis to ensure the validity of your test results.
- Visual Editor: Make changes to your website elements directly within the platform for a user-friendly testing experience.
- Real-time Results: Track the performance of your tests as they run and make adjustments as needed.
Pricing
Pricing information is not publicly available on their website. You’ll need to contact them directly for a quote.
Pros
- Easy to use and set up for quick experimentation.
- Provides detailed analytics with real-time data insights.
Cons
- Lack of pricing transparency.
2. OptiMonk
A/B Tasty’s pricing can get expensive. So, if you’re looking for an A/B testing tool that’s more budget-friendly, OptiMonk is a great alternative.
In addition to A/B tests, OptiMonk allows you to design different types of pop-ups for your website. That’s something you might want to pay attention to. Why? Well, studies have shown that pop-ups can increase your conversion rates to as high as 42.3%.
Key Features
- AI-driven Testing: Use machine learning to identify areas for improvement and suggest A/B testing ideas.
- Feedback Forms: Create surveys and feedback forms to gather user insights directly.
- Drag-and-Drop Editor: Easily modify website elements for testing with a user-friendly interface.
- Audience Recommendations: Receive data-driven suggestions on which audiences to target with specific content for better conversion.
Pricing
OptiMonk offers a free plan with basic features. Paid plans start at $39 per month and go up to $249+/month for larger businesses.
Pros
- User-friendly interface allows for rapid testing and iteration.
- Affordable pricing with a free plan.
Cons
- Customization options for certain experiments might be limited.
3. Growform
Forms are a powerful way to turn website visitors into leads. But not all forms are created equal.
Growform is a no-code multi-step form builder that helps businesses build powerful lead capture forms backed by years of UX research and a foundation of psychological principles. They’re great for gathering information, scoring leads, and converting visitors into qualified leads.
But you don’t need to take our word for it. Nearly Real Florals saw an impressive 87% increase in their conversion rates after implementing Growform. And results like that are common—BeMarketable tripled their conversion rates almost immediately.
With results like these, it’s clear why we can confidently call ourselves the best conversion-focused lead capture tool on the market.
Key Features
- Form Analytics (coming soon): Analyze form performance to understand how users interact with your forms, allowing you to identify areas for improvement.
- A/B Testing (coming soon): Test different versions of your form to see which one converts the most visitors.
- Easy Embedding: Easily embed your forms anywhere on your website with flexible embed options.
- Conditional Logic: Create dynamic forms that adapt based on user responses, providing a more personalized experience.
- Drag-and-Drop Builder: Build beautiful and engaging forms with an intuitive drag-and-drop interface.
- Integrations: Connect your forms with thousands of CRMs, databases, email marketing tools, and more to streamline your lead management process.
Pricing
We offer a 14-day free trial that lets you test out all of our features. Then our paid version starts at $39 if you’re paying monthly.
But you can save up to 10% if you pay yearly.
Pros
- A user-friendly interface makes creating effective forms a breeze.
- Offers a free trial with flexible pricing plans to suit different budgets.
- It focuses on lead capture optimization, with features like A/B testing and analytics to help you improve conversion rates.
Cons
- The free trial may have limitations
4. UserTesting
UserTesting is a user testing platform that allows you to observe real users interacting with your website. It provides a human-centric approach to CRO, helping you identify usability issues and areas for improvement that traditional analytics tools might miss.
Key Features
- Recruiting and Screening: Helps you recruit a diverse pool of users based on your target audience demographics.
- Moderated vs. Unmoderated Testing: Choose between moderated testing sessions with a researcher guiding participants or unmoderated testing for a more natural user experience.
- Screen and Webcam Recordings: Observe how users navigate your website and listen to their thoughts and feedback through screen and webcam recordings.
- Highlight Reels and Heatmaps: Generates highlight reels summarizing key user insights and heatmaps showing user clicks and attention patterns.
Pricing
You’ll need to contact their sales rep directly to get pricing information.
Pros
- User-friendly platform for conducting remote user testing sessions.
- Offers both moderated and unmoderated testing options for flexibility.
- Provides valuable qualitative data on user behavior and pain points.
Cons
- Can be difficult to get large sample sizes.
5. Hotjar
Hotjar is an analytics tool that helps you understand every move your website visitors make.
Whether you want to observe your users, ask them for feedback, or engage them directly for CRO insights, you can do it all with Hotjar. In other words, it’s a tool that makes it easier to gain insights that lead to more conversions.
Key Features
- Heatmaps: Visualize where users click, scroll, and hover on your pages, revealing areas of high attention and potential confusion.
- Session Recordings: Watch actual user recordings to see exactly how visitors navigate your website and identify any usability issues.
- Conversion Funnels: Analyze where users drop off in your conversion funnel and pinpoint areas for improvement.
- AI-Assisted Surveys and Polls: Gather direct feedback from your visitors to understand their needs and pain points.
Pricing
Hotjar offers different pricing tiers depending on how you want to gather user insights.
If you want to ask users directly via feedback, the paid plan starts at $59/month. But if you simply want to observe through heatmaps the price drops to $39/month. Regardless of your plan, you can save up to 20% if you pay yearly, and there’s a 30-day money-back guarantee.
Pros
- Variety of features for analyzing user behavior.
- Offers a free plan with limited features, along with paid plans for more robust functionality.
- Great interface.
Cons
- Occasionally slow loading times.
- The free plan may not be suitable for high-traffic websites.
6. Crazy Egg
Crazy Egg (founded by Neil Patel) is another powerful CRO tool that helps you analyze user behavior through heatmaps and session recordings. It also has a handy A/B testing feature, giving it an edge over some competitors.
Key Features
- Confetti Reports: Visually identify where users convert or abandon desired actions.
- Heatmaps: See a visual representation of user clicks, scrolls, and hovers on your website.
- Session Recordings: Watch replay videos of real user interactions to understand user behavior firsthand.
- A/B Testing: Compare different variations of website elements to see which ones drive higher conversions.
Pricing
Crazy Egg provides a 30-day free trial. Paid plans start at $49/month and the prices increase based on the number of recordings, snapshots, and tracked page views you want.
Pros
- User-friendly interface.
- Offers a free trial with basic features.
- Includes A/B testing capabilities.
Cons
- Reporting options are limited.
7. Google Analytics
Google Analytics (GA) (or an alternative like Plausible) is an essential part of any CRO strategy. As the most widely used web analytics platform, GA offers a wealth of data to understand user behavior and identify areas for improvement on your website.
Key Features
- Goal Tracking: Set up goals in GA to track key actions you want visitors to take on your site (e.g., sign-ups, purchases, downloads). GA calls these “events.” With this, you can measure your website effectiveness and easily identify pages with low conversion rates.
- User Engagement: Analyze metrics like session duration, bounce rate, and page views to understand how users interact with your website. This can reveal areas where visitors might be getting lost or confused, prompting further investigation and potential CRO adjustments.
- Behavior Flow: Visualize how users navigate your website, identifying where they enter, which pages they visit, and where they drop off. This helps you pinpoint points of friction in your conversion funnel and prioritize optimization efforts.
Pricing
Free to use.
Pros
- Free to use with a generous data allowance for smaller websites.
- Easy to set up and integrate with most websites.
- Offers a vast amount of data and reports to analyze user behavior and website performance.
Cons
- Can be overwhelming for beginners due to the sheer volume of data available.
- Requires some basic analytics knowledge to interpret data effectively.
8. Adobe Analytics
Adobe Analytics is another comprehensive web analytics platform that provides in-depth insights into your user behavior, website performance, and conversions.
Key Features
- Attribution Modeling: Understand the complete customer journey and identify the touchpoints that contribute to conversions.
- Segmentation: Analyze user behavior based on demographics, interests, and website interactions to identify high-value segments for targeted optimization.
- A/B Testing and Multivariate Testing: Test different website elements and page variations to see which ones drive the most conversions via Adobe Target.
- Funnel Analysis: Pinpoint where users drop off in your conversion funnel and identify areas for optimization.
Pricing
Contact Adobe for a custom quote.
Pros
- Offers robust data analysis capabilities with advanced features like attribution modeling.
- Integrates seamlessly with other Adobe Marketing Cloud.
- Offers real-time reporting and customizable dashboards for actionable insights.
Cons
- Complex interface with a steeper learning curve compared to some CRO tools.
- Pricing can be expensive for smaller businesses or those just starting with CRO.
9. Survey Monkey
Remember what we said about CRO and user feedback? SurveyMonkey is a CRO tool that’s just dedicated to understanding your website audience and gathering feedback that can inform your CRO efforts.
Key Features
- Easy-to-Use Survey Builder: Create visually appealing and user-friendly surveys with a drag-and-drop interface.
- Multiple Question Types: Choose from various question formats (multiple choice, Likert scale, open-ended) to gather diverse feedback data.
- Data Analysis and Reporting: Analyze survey results and generate reports to identify trends and actionable insights.
- Integrations: Use integrations to automate things like exit surveys, post-purchase surveys, and more.
Pricing
SurveyMonkey has a very limited free plan that’s okay for testing the tool out. Pid plans range from $25/user/month to $75+/user/month.
Pros
- User-friendly interface with a wide range of question types.
- Paid plans offer advanced features like skip logic and detailed data analysis.
- Lots of integrations.
Cons
- Only supports a limited number of devices per account.
10. Unbounce
Last (but certainly not least) we have Unbounce—a powerful landing page builder with a suite of CRO tools. It’s easier to optimize your landing pages for conversion if your landing page builder is CRO-oriented from the get-go, and this is where Unbounce excels.
Unbounce has a nice drag-and-drop builder, AI-assisted landing page design, and it supports tons of extras (like multi-step forms from Growfrom).
Key Features
- A/B Testing: Test different variations of your landing page elements (headlines, calls to action, layouts) to see which ones drive the most conversions.
- Smart Traffic Distribution: Unbounce automatically directs visitors to the highest-performing landing page variation based on A/B test results, optimizing conversions in real time
- Landing Page Analytics: Track key metrics like conversion rates, bounce rates, and visitor behavior to measure the effectiveness of your landing pages.
- Integrations: Integrate with other tools in your CRO stack. For example, you can add a multi-step form with Growform to capture more lead information.
Pricing
Plans range from $99/month to $649/month depending on the features you need.
Pros
- User-friendly platform.
- Wide variety of conversion-optimized templates to jumpstart your landing page creation.
- Built-in A/B testing and analytics features cut down on the need for additional tools.
Cons
- Offers no free plan, only a 14-day free trial.
Choose the Right CRO Tools for Your Needs
At the end of the day, things like traffic, clicks, and impressions are (basically) worthless. These metrics become meaningful when you have a solid conversion funnel in place to capitalize. The tools on this list can help you get there.
And don’t forget, when it comes to lead generation, the way you capture leads can make all the difference. With Growform’s multi-step forms, the process is rewarding for leads and your bottom line.
Start with a 14-day free trial and see the difference Growform can make.