Conversion Rate Optimization Tools

33+ Experts Reveal Their Favorite Conversion Optimization Tools

What tools should be part of your conversion optimization work?

After all, there are hundreds out there… and some will undoubtedly be more helpful than others.

To end the often recurring question we all love to ask: “What CRO tools should I use?”, I asked 33 of the best and most influential experts in digital marketing.

I wanted to clearly know what tools I’m not using that I should consider, and which ones are perceived as the most valuable by the community.

Find out what are the best tools to include in your next conversion optimization projects by reading below as over 33 of the best digital marketers reveal their favorite CRO tools.

Neil Patel Neil Patel

Neil Patel is the co-founder of Crazy Egg, Hello Bar and KISSmetrics. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue.

 

Crazy egg – It’s a tool that shows you where people click, where they don’t and how people interact with form fields and call to action buttons. It also shows how far down the page people scroll, which helps you come up with testing ideas.

Hellobar – It’s a simple tool that allows you to place more call to action elements on your site and collect more emails.

Qualaroo – It gives you qualitative data based on user feedback. This also will help you generate test ideas

 

Dave ChaffeyDave Chaffey

Dave Chaffey is the founder of Smart Insights who shares high-quality actionable marketing advice to help their members develop their business and personal marketing skills using planning templates, ebooks and online training courses.

 

Qualaroo – We’re fans of asking open questions on specific pages in the journey to get additional insight you can’t get from analytics tools.

HotJar – We recently had this recommended for a CRO project we’re running – it offers what Qualaroo does plus other insights such as heatmaps and recordings you need to subscribe to separately otherwise.

Kissmetrics – We use Kiss as our main analytics platform since it enables us to monitor the journeys and repeat visit behaviour of individuals which is against Google Analytics terms of service.

 

Bobby HewittBobby Hewitt

Bobby Hewitt is the CEO of Creative Thirst, a conversion optimization agency.

 

Hotjar – For seeing what people are doing using screen recordings

Visual Website Optimizer – For running split-tests

Survey Gizmo – For understanding your buyers and non-buyers motivation

 

Theresa BaioccoTheresa Baiocco

Theresa Baiocco is the co-founder and CMO of Conversion Max, an agency in Bend, Oregon that specializes in PPC Management, Landing Page Optimization, and Conversion Optimization

 

Ispionage – A solid conversion optimization strategy starts with keeping a leg up on your competition, so you need a competitive intelligence tool. Ispionage came to the rescue with a new feature for monitoring your competitors’ landing pages. Knowing what they’ve tested — and what won — is diabolically good.

The next part of a good strategy entails actively seeking out elements on your site that are problematic. Conversion theory and best practices are a good starting point, but you also need to gather quantitative and qualitative data to identify and prioritize problems on your site. Google Analytics gives you quantitative data and shows where people are dropping out of the funnel, how different segments convert, etc, but it doesn’t provide qualitative data and explain why. For that, I like these user feedback tools:

Five Second Test – The two most urgent messages to convey immediately on your landing page are WHAT you do and WHY someone should do business with you. With Five Second Test, random, anonymous people see a screenshot of your page for 5 seconds then answer questions about it, which tells you whether they understand the WHAT and the WHY at first glance.

User Testing – We know our sites so well that we get tunnel vision, so User Testing allows you to see it with a fresh set of eyes. A tester records his/her screen and talks aloud while trying to complete various tasks on your site. Seeing where the tester gets lost, confused, or frustrated helps you identify problems your users face every day that prevent them from converting.

 

Brian BalfourBrian Balfour

Brian Balfour is the VP of Growth at HubSpot and author of the Coelevate blog.

 

Email – Highly targeted 1-to-1 emails are the most powerful CRO tool IMO. Ask open-ended questions like “I see you signed up but never activated, I would love some feedback as to why?” You’d be surprised at the eye-opening responses you will get. The only downside is this only works for parts of your product where the user is already registered.

Full Story – This tool lets you record the experience your users see. You can watch where people click, get stuck, etc to identify friction and points of confusion.

PlanOut – This is a more advanced tool. PlanOut is an open sourced framework by Facebook’s growth team to run more complex product experiments. It is highly flexible and powerful.

 

Alex HarrisAlex Harris

Alex Harris has over 15 years of experience in Conversion Rate Optimization, Landing Page Optimization and E-Commerce web design. He’s President of AlexDesigns and Host of the Marketing Optimization Podcast.

 

Visual Website Optimizer – Not only do we use this for split testing, but there are many other use cases for VWO. Not only will it create heat maps for each of the variations on your tests. It will also do website personalization, segmentation and most importantly – revenue by page. This revenue by page metric is one of the most important micro-goals that we follow. Sure you can do this Google Analytics, but using VWO makes it all tie together easier with your split testing. VWO is also working hard to improve their tools, I expect to see them releasing many new features in the near future. You are probably wondering, why not Optimizely? Optimizely is an exceptional too, I just have more experience with VWO.

HotJar – I talk about this tool a lot in my book. You can see heatmaps, perform surveys, and so much more. A great tool to gain qualitative insights.

LeadPages – This is my go-to tool to double and sometimes triple the amount of email opt-ins you collect. Using this tool is not for everyone. We can achieve very high conversion rates for email opt-in landing pages from facebook ads and content marketing. If we were to create more complex landing pages that needed more flexibility, then I would use Unbounce which is the best landing page tool available.

 

Nichole Elizabeth DeMeréNichole Elizabeth DeMere

Nichole Elizabeth DeMeré is a Saas consultant and customer success evangelist. She is now Chief Strategy Officer at Inturact and pitches in as a moderator at Growth Hackers and Product Hunt.

 

HotJar – All-in-one analytics and feedback.

Unbounce – Marketers: build, publish & A/B test your landing pages without I.T.

Python – a programming language that lets you work quickly and integrate systems more effectively.

 

Sujan PatelSujan Patel

Sujan Patel has over 12 years of digital marketing experience. He’s currently the VP of Marketing at When I Work, the top rated employee scheduling software. In addition to his role at When I Work Sujan co-founded ContentMarketer.io and wrote the book on Growth Hacking titled 100 Days of Growth.

 

Spreadsheet or Excel Doc. – My favorite tool is creative an effective process so that I can rapidly test and scale the winners and move past the losers. I know this isn’t technically a tool but organizing these ideas has allowed my team at wheniwork.com to conduct 10-15 A/B tests a month and triple our conversion rate in the last 12 months.

Qualaroo – I love asking my visitors and potential customers questions because usually it solves all of my problems and they even write my marketing copy. I also use for NPS which helps turn our customers into advocates.

UserTesting – I run user test on my SaaS business every 6 months. It helps ensure that I remove (if not minimize) the weaknesses or confusion in my product. Usually during onboarding which is the drastically improve conversion rates

 

Andrew WarnerAndrew Warner

Andrew Warner is an Internet entrepreneur and the founder of Mixergy. He interviews successful people to learn how they did it.

 

LeadPages – The biggest pain in the butt with increasing conversion rates is creating different pages to test. LeadPages makes that part of the process super-simple and they help me figure out which of my test pages performed best.

ToutApp – At Mixergy.com, we sometimes need to find ways to get people who never heard of us to say ‘yes!’ to doing an interview. We do that via 1-on-1, personally-written email. When we need to get data on whether people read those emails or click the links to our site to see what we’re about, we use Tout.

Custom software – No one likes to admit it, but sometimes to increase conversions it helps to have custom code written. We do that on Mixergy. Our favorite site for hiring real developers who create solid work is Toptal.com because their people are pros.

 

Shanelle Mullin

Shanelle Mullin does content & growth at ConversionXL. She writes on CRO, content marketing and social media.

 

Optimizely – Everyone needs a great A/B and multivariate testing tool. Optimizely is the biggest player right now for a reason. Solid testing, personalization, targeting and analytics in one platform. If it’s good enough for Obama and Romney…

SessionCam – I use SessionCam to watch session replays, analyze heat maps and improve forms / conversion funnels. I want to know what people are doing, where they’re clicking, how fast they’re scrolling, what they notice (and what they don’t), etc.

Google Analytics – Google Analytics is awesome when you know what you’re looking for. Avoid looking at the averages in the standard dashboard. Take the time to dive down into specific channels, set goals and coordinate event tracking, etc. Most of the data that really matters is in there.

 

Talia WolfTalia Wolfe

Talia Wolf is a conversion optimization expert, adviser & speaker. As Founder and CEO of Conversioner, Talia helps businesses build and execute their conversion optimization strategies, using emotional targeting, consumer psychology and scientific data.

 

Banana Splash – We use this tool to help our customers increase mobile web conversions. The reason we love it is that most mobile solutions out there today for actually converting people include either making your site mobile responsive, or building an app. Both are time-consuming, expensive and not necessarily converting. Banana Splash helps us focus on one goal for our clients (for instance – registrations) using a real-time smart layer.

Hotjar – Our favorite all in one tool. The full funnel solution they offer – from heatmaps and recordings to polls and surveys is extremely helpful and easy to use. We love using their reports, analyzing user behavior and being able to get a full picture of the entire funnel.

Invision – Another tool we use a lot here since we work on many designs. It allows us to first mimic the flow a design will take once live and discuss it with the team and second present it to our customers in an easy way.

Additional tools we use:
Mixpanel, Appsflyer, Optimizely and Unbounce

 

Annie CushingAnnie Cushing

Annie Cushing is the founder of Annielytics, she makes data sexy.

 

Optimizely – I love how user-friendly this A/B and multivariate testing tool is. And marketers love any tool that makes them less dependent on developers.

UserTesting – This is a fantastic way to get user feedback. If it’s your product, you’re way too close to it to be an objective judge on how usable it is. There have been many times I’ve shaken a fist at a company that so obviously didn’t test with actual users.

Qualaroo – This tool allows you to survey users right in your sales funnel. And all this with one line of code that you add to the site (or tag manager). This is a great way to find out why a step in your funnel is chasing away potential customers.

 

Mike StreetMike Street

Mike Street is a digital marketing expert and runs a digital marketing podcast called Smart Brown Voices.

 

ButtonOptimizer.com – CTA’s and buttons matter. You need to draw the attention of your target audience to your buttons and have a strong CTA in order to get them to click-through and convert. ButtonOptimizer.com makes it super easy to create sexy buttons for your pages.

Google Analytics – Google Analytics is a tool that everyone should love. You can spend hours sifting through the information and learning about what your customers are doing. Take the time to get in love with Google Analytics and see what you can learn about your audience. You need to know how your customers interact with your site and how you can make their experience better and create less clicks to conversion.

Qualaroo – Getting feedback from your audience is key. Qualaroo.com allows you to uncover these critical insights with their website survey software. Uncover visitor confusion with your product offerings, understand objections in the conversion funnel, and more. Most companies forget there are humans landing on their sites and that the experience can be different for each visitor. When you understand the intent of your visitors you can solve experience issues and any barriers to conversion.

 

Joanna WiebeJoanna Wiebe

Joanna is a conversion copywriter and the co-founder of Snap and Copy Hackers. She’s been writing emails, websites, landing pages and more for over a decade and digs testing copy with/for startups.

 

Qualaroo – When you’ve got an hypothesis about what might not be working on your page, you can dig deeper on that – or help generate ideas for new copy to test – by adding a pointed Q to the page in question using Qualaroo. You get answers from visitors to that page, so the data can be much more useful than, say, a site survey.

Surveys (Typeform or the brand-spankin’-new FourEyes, which is “surveys for geeks.”) – When I’m optimizing copy on a site or in email, my goal is almost always to swipe the right words from customers and prospects. In surveys, I often ask free-response questions like “What word do you use to describe {productName}?” for products like Crazy Egg and Flow; I then find which word is most commonly used, and I drop that into a headline that we then test. I don’t know how you could optimize a site without great, fresh survey data.

Visual Website Optimizer – I’m often torn between Optimizely and VWO, but I’ve seen some cool changes coming for VWO that will help marketers get a better read on just how much of a winner a winning variation really is. VWO is consistently easy for non-technical folk (like me) to use to optimize pages and experiences.

 

Matt HeinzMatt Heinz

Matt Heinz is President of Heinz Marketing, and brings more than 15 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes.

 

Docalytics – Give your prospects immediate access to your valuable assets (no registration required) but require in-asset forms to progressively capture information. Increase engagement AND conversion rates.

Optimizely – This is A/B testing on steroids. Great way to test more variables more quickly.

Socedo – Target Twitter users based on priority keywords, get 15-25 percent of them to follow you back, and share personalized direct messages with offers based on their original keywords. It’s like paid search without the media cost.

 

Oli GardnerOli Gardner

Oli Gardner is the co-founder of Unbounce, a popular landing page builder for marketers. He has probably seen and critiqued more landing pages than anyone else – over 80,000 and counting.

 

Unbounce

Hotjar

Human Curiosity

 

Jack BornJack Born

Jack Born is marketing manager at Perry Marshall.

 

Mixpanel and Kissmetrics – because of their ability to measure events. Just starting to play more with Mixpanel and I like the ability to serve up “in-app” messages based on behavior.

Visual Website Optimizer – for ease of use. Was instrumental to quick testing of a new website redesign. We validated that the design increased conversions on the home page and two levels deep before committing to the new design for the entire site.

 

Brian MasseyBrian Massey

Brian Massey is The Conversion Scientist™ at Conversion Sciences. He helped hundreds of businesses build sites that drive sales. His book, Your Customer Creation Equation, shows you how to put aside your preconceived notions and replace them with proven recipes for online success.

 

The Human Brain – Absolutely required to make any sense of data. Train it. Let it run wild. Feed it. Get some sleep.

The Website Visitor (Websiticus Visitus) – That species of web visitor unique to each website from which we learn everything. Watch them.

The Accounting Department – As much as we like to talk about bounce rates, conversion rates, abandonment and lifetime value, it’s ultimately the bean counters that tell us reliably how well we’re doing. Look in regularly to see if they are smiling.

You can see the full list of Brian’s traditional conversion tools at MyConversionLab.com.

 

Joseph PutnamJoseph Putnam

Joseph Putnam is digital marketer at iSpionage.

 

Optimizely – Because they make it really easy to run A/B tests and to measure the results.

Qualaroo – To gather feedback from on-site customers that haven’t converted yet.

CrazyEgg – For easy-to-view heatmaps that give me a better idea about how people are using the site.

 

Keith HagenKeith Hagen

Keith comes from the Web Optimization world, he’s the co-founder of ConversionIQ and has been gaining insights into what is and isn’t working with websites, since 2002.

 

Visual Website Optimizer – It lets you run a proper Test Window (Prevent Returning Visitors from participating in the test, then later prevent New Visitors from entering, ensuring no one’s experience is changed and everyone has a chance to complete their purchase cycle)/

ClickTale – You can see where, down to the letter, people are paying attention on the site, and get down to the “why”.

UserTesting – While its great to see how user’s use a sight, just as importantly, watching hours of user tests allow be to put myself in the mindset of the user and allows me to see it as they do, often recognizing key optimizations the user themselves never even called out. Prefer to sit with a user, but Remote testing is good too.

 

Dan MartellDan Martell

Dan Martell is an award-winning Canadian entrepreneur, angel investor, founder of Flowtown and more recently Clarity, a venture-backed startup that makes it easy to connect with top business minds over the phone.

 

Intercom – It gives me the ability to actually “see” my users (all demographic and social data) as well as interact with them at key points in their product experience. Disclosure: I’m an investor.

Optimizely – EASIEST way to quick setup A/B tests and share with the team.

Unbounce – Fastest way to create various landing pages to test paid traffic and new product offers. Disclosure: I’m an investor.

 

Rich PageRich Page

Rich Page is the founder of Website Optimizer. He’s a passionate conversion rate optimizer, author of “Website Optimization: An Hour a Day” and co-author of “Landing Page Optimization” with Tim Ash.

 

Hotjar – An outstanding many-in-one analytics and feedback tool. Excellent heat map, visitor session recording, and visitor surveying functionality in particular – essential for gathering A/B test insights that yield better results. Replaces the need to have many separate tools and saves considerable money, with outstanding user experience and new features being added all the time.

UsabilityHub – Getting user feedback on your key pages and proposed improvements is essential for CRO success. In addition to getting in-depth feedback with UserTesting.com, get simpler feedback with this tool at a lower cost (even a free option). Websites with not enough traffic for A/B testing can use it to ‘test’ things like new headlines or imagery and see which are preferred.

OptinMonster – Rather than hoping your visitors will convert first time (most wont!) you should prominently offer a great free incentive like discounts or guides, and then do follow-up email marketing to them. This low-cost tool has many email capture forms, including easily customizable slide-ins and exit-intent popups, and A/B testing. Helped increase my email subscriber rate up to 45%!

 

Justin RondeauJustin Rondeau

Justin Rondeau is the Conversion Optimization Manager at Digital Marketer. He has analyzed 2,500+ tests across virtually every industry.

 

Hotjar – Simply put, this is the qualitative super suite. I can get all the insights I need to start really digging in on the ‘Why’. Truly great CRO professionals marry both qualitative and quantitative data to come up with excellent campaigns. Everyone should be using Hotjar for both its ease and depth.

Visual Website Optimizer – We all know that optimization is not testing, testing is an optimization tool. We all need to test our hypotheses and assumptions and when it comes time to test, I use VWO. It’s a solid tool with a lot of features.

Google Tag Manager – Whether you are working for a company or have multiple clients, tag manager will save you time and help give you better data. IT is historically one of the biggest roadblocks for getting things implemented, and tag manager will help you side step dev. Whether you are testing out a new tool or need to add conversion pixels to properly track campaigns, you don’t have to wait in IT’s queue any longer.

Pro tip – run your analytics through tag manager to start getting better data and more flexibility.

 

Tamir JerbyTamir Jerby

Tamir Jerby leads the Growth team at Fiverr.com, the world’s most transacted marketplace for digital and creative services.

 

Google Analytics – CRO has always been my passion and I was lucky enough to work on more than 1000 CRO projects. My number one tool is obviously Google Analytics, data is the core for any CRO project and you should always start there, GA reports conversions, has instant feedback capabilities and a free metric system with many more benefits.

Visual Website Optimizer – My favourite CRO tool is Visual Website Optimizer, it has great UI and many important features for CRO. You can easily edit your LP with no tech support, create AB and MVT, use behavioral targeting, heat maps and even usability testing. It also has a great QA tool that shows you how your new LP work on all browsers, devices (desktop + mobile) and Ops.

Unbounce – My last tool on this list is Unbounce, we have been using this tool to create hundreds of LPs in a very simple way, it supports all of our testing needs and is a great tool to optimize your funnel when no tech and design resources are at your disposal.

 

Tiffany daSilvaTiffany daSilva

Tiffany daSilva is head of digital strategy at Powered By Search. She previously worked at various startups including Geosign, Achievers & Shopify as Head of CRO.

 

FiveSecondTest – I would say one of the most important tools I use is the Five Second Test by usabilityhub.com. That’s where I can first and foremost figure out how people see the website, what do they focus on, and whether or not they “get it”. I then go on to see how they move through the site using the same tool. I tend to group them into buckets based on buyer personalities (Competitive, Spontaneous, Methodical & Humanistic) and see how they move around the page, what areas they tend to focus on and see what they tend to say is “missing’ from the page. (Is it social proof? Is it more information? Is it the What’s In It For Me headline?).

Books – I have to say though the most important books in my toolkit are the books I read on how the brain works. Books like “Thinking, Fast and Slow”, “Waiting for your Cat to Bark”, “Nudge” and “Predictably Irrational” have completely changed the way I think about how people view a website. I find outside sources like that also help you think outside the box a little, and see things from a non-marketing more psychological perspective.

 

Hana AbazaHana Abaza

Hana Abaza is the VP Marketing at Uberflip, a platform that helps marketers create, manage and optimize content experiences at every stage of the funnel to boost engagement and generate leads.

 

Kissmetrics – What I love about Kissmetrics is the ability to easily segment your data so you can get a better sense of how any given segment converts. This has the potential of shedding light on overlooked opportunities and uncovering poor performing areas where you might be wasting time / money.

Insight Squared – If your model relies on a marketing and sales team structure (as opposed to a self-serve model where people sign up on your website) getting better insight into how sales is converting at the bottom of your funnel is super valuable. Insight squared integrates with Salesforce for much better visibility into conversion rates so you can see where the bottlenecks might be.

Datanyze – Sales teams rely on marketing teams to filter leads, making sure only the highest quality leads make it through the sales funnel. The better the quality the higher the conversion rate – Datanyze helps enrich the data we have about our existing leads (helping us better qualify them) and can also provide a predictive lead scoring so the ones most likely to convert to a customer are prioritized for the sales team.

 

Pat FlynnPat Flynn

Pat Flynn is a beloved thought leader in the areas of online entrepreneurship, digital marketing, and lifestyle businesses. He runs the popular Smart Passive Income blog and podcast.

 

LeadPages – Because of LeadBoxes to force a two-step opt-in process, as well as high-converting templates to choose from for any type of landing page.

Crazy Egg – Because it can show me the exact behavior of my users on my website, and I can make any changes necessary based on actual user actions, instead of just guessing or getting lost in huge spreadsheets, thanks to heat and confetti maps overlays.

SumoMe – Because it’s easy to install and use right out of the box, and it comes with several tools for everything from social sharing to conversation optimization.
Conclusion

 

Anna TalericoAnna Talerico

Anna Talerico is the EVP and Co-Founder of Ion Interactive

 

Optimizely or Visual Website Optimizer – These tools are simple, but so powerful, and allow you to quickly test variations of copy, images and calls to action, without a lot of fuss or complexity. Sometimes the simplest test can yield big conversion lifts.

Crazy Egg – A heat mapping tool. When forming new test hypothesis, or digging into the results of a test, the visualization of what visitors are clicking on within the page really helps me get my bearings so I can come to informed conclusions and get creative for the next test wave.

Of course my favorite tool is our own platform, ion interactive, for creating, launching and testing content experiences. We use it to test radically different types of experiences against each other—like an interactive infographic against an interactive white paper. We can get huge lifts in conversion rate by focusing on the experience the visitor is having within the experience rather than any one individual element, or set of elements, within a single page.

 

Michael WilliamsMichael Williams

Michael Williams is the founder of Mementum, where he does conversion rate optimization and sales growth strategies.

 

BuzzSumo – This may be an outlier from what you normally see in these lists. But a huge element of CRO is understanding how your market is thinking and talking. This tool helps you me do that in 2 ways. First, I get hard data on what content a market is specifically responding to. Second, I get inspiration for structuring the hook of an ad.

Wistia’s Video Analytics – It amazes me when businesses use video on their conversion pages, but don’t set up even simple video analytics. It’s much easier to iterate video assets when you can pinpoint where audiences are dropping off in your video or where they’re deciding to click that beautiful buy button.

WhatRunsWhere – It provides some of the best competitive evidence for ad ideas.

 

Jen GordonJen Gordon

Jen Gordon is Chief Creative Officer at YEC.co. She’s also experienced an landing page designer, A/B tester and conversion rate optimization geek.

 

There are so many tools available that meet the needs of people with different skill sets. My favorites, or tools that I’ve gravitated to, tend to require very little technical skills, and allow me to gain insights without diving into creating complicated reports, goals etc.

Unbounce – What I love about Unbounce is they make good on their brand promise – create landing pages without IT. As a designer with limited programming skills that’s what I need. Unbounce helps me get my work done without a bunch of technical headaches.

Mailchimp – As an Atlanta native I’m admittedly a little biased, but Mailchimp is my go-to for email marketing that (hopefully) drives customers through the sales funnel. They innovate at a rapid pace without bloating the product to the point of confusion. I find that I can easily train customers on how to use Mailchimp after I have them set up, and they can go at their own pace to learn more of the advanced functionality when they’re ready.

fMRI – I don’t actually use this technology (yet), but it’s a subject I read about a LOT. I’m confident we will see fMRI UX study labs in the future. I’m curious about how we can use MRI imaging to gain a deeper understanding of our emotional response and how our brains are stimulated by what we consume on the web. This article touches on how even eye tracking isn’t a true representation of how people perceive web experiences. I’m really excited to see what develops in this field of research!

 

Thayne LewisThayne Lewis of Sprout Social

Thayne Lewis is Director of Conversion Rate Optimization at Sprout Social

 

Maxymiser – Since I started working at Sprout Social, Maxymiser has quickly become my tool of choice because it offers more advanced analysis features and technical capabilities; plus, it has good server response times.

Pros:
Maxymiser has the strongest stand-alone offering I have seen for analytics. Their reporting – although clunky to use – offers a great amount of depth and flexibility. They do a better job testing dynamic content than other competing JavaScript-based tools. Plus, they are the only company I have found that offers an SLA for server response.

Cons:
The workflow is not intuitive, the UI needs a major overhaul, and user segmentation is unnecessarily technical. If you are looking to do anything beyond simple tests of text/color you may want some developer assistance.

SiteSpect – SiteSpect is the best tool for advanced optimizers who want to go beyond testing visual design. Note, you’ll definitely want some skilled developer assistance with this tool.

Pros:
SiteSpect has a unique tag-free implementation that allows you to test things that other JavaScript-based tools can’t. For example you can test server-side changes like search algorithms or pricing. Also, no flicker! They have deep analytics capabilities and even provide a Tableau integration so you can dive into the raw data.

Cons:
Many tasks in SiteSpect require a higher level of technical knowledge and the UI looks like it was designed by a developer. I’ve had a peek at the roadmap, and they are working hard to address these issues.

Adobe Target – For those who have a strong Adobe Analytics implementation, Target offers unparalleled segmenting and analysis capabilities. There is no SQL required because you can access all your test data in the Analytics UI or in Ad Hock Analysis (formerly Discover).

Pros:
Adobe offers a server-side integration with Adobe Analytics (formerly known as Omniture’s SiteCatalyst), meaning you can run all of your Analytics reporting and segmentation on your test data. Other tools have integrations, but they are based on a client-side hand-off and always have discrepancies with Analytics data, so I would be hesitant to make a million-dollar decision based on this data.

Cons:
Adobe was a bit late in the game to add a visual test builder. Their newest offering now has one. The last time I used the tool – which was nearly a year ago – it was still catching up in terms of feature set. However, Adobe was moving quickly and they may have taken care of those issues by now.

Bonus: Raphael Paulin-Daigle (Me!)Raphael Paulin-Daigle, Conversion Optimization Expert

Raphael is the founder of SplitBase, an ecommerce conversion optimization agency for companies with revenues over $1M.

HotJar – I’m often skeptical of all-in-one tools, I’ve always been a believer that doing 1 thing really well is better than doing 10 things at a mediocre level. However, I have to admit HotJar is an exception. I’ve been using it for years and it just keeps getting better. HotJar allows you to very simply launch website polls, surveys, record visitor sessions, scroll maps, and so much more. As someone who runs an agency, I love that when using HotJar we don’t have to ask our clients to sign up for 10 different tools and install different scripts for each. Since it’s all-in-one, it’s one payment plan and one script to install. Makes it easy!

Optimizely – As someone who runs A/B tests for a living, it would be a shame not to mention a testing tool. I’ve used quite a few of them, but Optimizely remains my favorite. The user experience is clean, tests are two-tailed (which I prefer), and I love the fact that I can manage all of my clients’ projects through one account.

Google Analytics – Might be obvious, but if I could only pick one tool to do conversion optimization, it’d be Google Analytics. Immensely powerful analytics platform, and best of all, free (unless you need a “360” account).

 

Wrapping up!

There you have it! Now you know the favorite conversion rate optimization tools of some of today’s best digital marketing experts.

If you could only use 3 tools for your conversion rate optimization work, which 3 would you choose? Let me know in the comments below.

Want to see the tools organized in categories and ranked by popularity? Want to save this list of tools for later reference? Download the Experts’ Conversion Toolbox by clicking on the big “Download Conversion Toolbox” image below: