Conversion rate optimization is a process that helps you grow your business. The focus is the one thing that makes the difference between success and failure in CRO: you either chose to put all of your attention on this process or on hunting fast winning tactics. The first choice always wins.

The whole process of conversion rate optimization requires multiple resources: valuable people who know a bit of human psychology, are a bit creative and have web analytics knowledge, money & great tools.

Besides these three essential resources, the entire team, business unit or company should focus on improving the CRO process. Also, a CRO culture and clear procedures will give a boost to the growth.

Table of contents

  1. Web Analytics & Tracking Tools
  2. Voice of Customer Tools
  3. Experimentation and Testing Tools
  4. Interaction & Engagement Tools
  5. Communication & Collaboration Tools
  6. Organization Tools
  7. Other Useful Tools

1. Web Analytics & Tracking Tools


The first part of any marketing process is the research. In CRO, analyzing digital data is not only a part of the process but a link of a chain that will break everything down if it’s not implemented well.


Benchmarking is important to set realistic objectives and also achieving them. Pay attention, though, when you use benchmarks. You should compare your numbers with other industry competitors. If you’ll try to copy them, it will not work and people won’t trust your brand.

#1 SimilarWeb: is a tool that helps you to discover the competitors’ website traffic statistics

#2 Alexa: is a benchmarking tool that has traffic metrics across the web and provides strategic insights about the web traffic

#3 Owler: it provides reports to help with uncovering and tracking the latest and most important competitive updates of any company

Clickstream/ Heatmap Analysis

Tracking clicks on the website helps you understand certain behavioral patterns and also build strong and healthy hypotheses for A/B testing.

#4 ClickTale: enterprise solution for mouse and click tracking heatmaps to explain reasons that stay at the basis of decisions on a website

#5 Lucky Orange: automatically creates recordings for visitors sessions using behavior tags

#6 Crazy Egg: heatmap and scroll map tool to visualize where people click and where they don’t

#7 Mouseflow: lets you record website visitors and see heatmaps that provide insights into where people scroll, click and pay attention

#8 Ptengine: a user-friendly web analytics and heatmap platform

Real-time Analytics

To better understand behavior, you could also use real-time analytics tools that show you reports of your visitors’ actions on your website until they convert into app users or customers.

#9 GoSquared : real-time analytics tool for monitoring, reporting and understanding the web traffic

#10 Woopra: builds a comprehensive profile for users by syncing customer data and tracking their activity

#11 Improvely: tracks how people arrive and interacts with a website

#12 Chart Beat: audience building tool for editors and advertisers


To use quantitative data effectively, you should be able to zoom in and zoom out to make an idea about where the biggest opportunities are. Dashboards are useful when you want to improve the metrics that measure how you do against your objectives.

#13 Google Analytics: the most popular tool that lets you apply layers on your website and gives insights into the audience characteristics and behavior and your website’s performance

#14 Piwik: analytics platform that gives you the power to customize your reports and findings in one place

#15 Cyfe: all in one business dashboard app that helps you monitor business data in one place

#16 Geckoboard: KPI dashboard that helps you communicate your metrics across the entire organization

#17 RJMetrics: business intelligence tool for decision makers in the e-commerce and SaaS industry

#18 Formisimo:  advanced form analytics tool that measures user interaction with web forms

2. Voice Of Customer Tools


The customer is sometimes yelling at you to change something on your site and, unfortunately, you can’t hear him. Probably, you don’t use tools to listen to him and that could lead to weak A/B tests and other unfortunate investments or changes of your website or marketing offer.


#19 Omniconvert: lets you create behavioral surveys based on what people do on your site or the channels where they came from, run A/B tests and display interactive messages through pop-ups/overlays across the website

#20 Survey Monkey: is a tool that helps with surveying the target market and make smarter decisions at an enterprise level

User Testing and Usability Testing

#21 Loop11: remote and online usability tool that lets you test the usability of your site from distance

#22 User Testing: tool that gives you videos of real people using your website or app

#23 Usability Hub: lets you upload your design and decide over which one to use

3. Experimentation & Testing Tools


The experimentation part of the CRO process is probably the most exciting. You can use the insights gathered from the analysis and apply them on your website to see in real time how does it affect your results.

A/B test creation

#24  Omniconvert: Advanced A/B testing tool, with an easy to use WYSIWYG editor. 

#25 Unbounce: lets you create and test landing pages

Test functionality

#26 CrossBrowserTesting: test the functionality of your A/B tests on different browsers and devices

#27 Sauce Labs: it helps you run all your tests in the cloud on one platform

4. Interaction & Engagement Tools


You have one chance to start the conversation with your website visitors and you cannot miss it! Your website has to respond to their needs and desires through your actions. Also, your messages have to lead visitors to the end of their journey on your website.

#28 Beeketing: an essential marketing automation platform for any eCommerce website. Beeketing has 10+ marketing apps that help you increase conversions & sales for your online store, such as upsell & cross-sell offers, personalized email marketing, coupon popups with exit-intent, etc.

#29 WebEngage: on-site customer engagement tool that lets you collect feedback and display messages to the visitors

5. Communication & Collaboration Tools


No optimizer in the world can do a good job if he works by himself. You need to surround yourself with other great people.

#30 Skype: lets you stay in touch with your friends and colleagues for free

#31 Slack: real-time messaging, archiving and search for teams

#32 SmartMail: enables marketers to send highly personalized email campaigns

6. Organization Tools


All the CRO efforts (and as you see there is a lot of work to do) should focus on achieving the unique business goal that moves forward a company. Therefore, all the members involved in the CRO process need to stay organized. Organization tools help you remember all the great stuff you planned to bring happiness into your life.

#33 Google Sheets: create spreadsheets and share the client status, task deadlines, lists, etc.

#34 Asana: keeps your team organized, connected and focused on results

#35 Trello: lets you see everything about your project in a single place

#36 Basecamp: project management app to organize the chaos in your company

#37 Pocket: tool that helps you save for later useful information

#38 Time Doctor: enables you to track exactly how much time you spend on doing various tasks

#39 Week Plan: create a personal online weekly planner combined with a schedule organizer, an online calendar, and a time tracker software.

#40 Project Manager: easily plan, schedule and collaborate on small or big projects, either in sprints or waterfall type of system

7. Other Useful Tools


An optimizer is multivalent. Besides learning about human behavior, analyzing data, transforming insights into hypotheses, he needs to be creative and build things: banners, pop-ups, surveys and so on.

#41 Photoshop: helps you create beautiful, persuasive artwork for your experiments

#42 Snappa: simple to use tool that provides free to use images that you can edit to create banners

#43 Pixelied is an easy-to-use design tool for users to create designs for their social media, blog posts, email headers and covers.

#44 What the font: helps you identify the fonts used on specific pages

#45 ColorZilla: assists you with color related tasks

#46 SeoMator: an SEO analysis tool that automatically creates reports for your website

#47 Design Wizard: an online graphic design tool that allows you to create high quality visual content in minutes.

Using these tools will get you on track with the optimization process. You need to make sure that you cover each area of the process, otherwise, you’ll have traffic without conversions or conversions without enough revenue.

Want to easily cover the A/B testing, surveys and interaction combo? Signup for an Omniconvert account!