Top 10 Conversion Rate Optimization Tools to Look Out for in 2024

As an online business owner or marketer, few things are as thrilling as seeing your website traffic convert into leads and sales.

However, if visitors are dropping off before completing their desired actions, it’s crucial to understand the customer journey and workflow.

How are customers interacting with your website? Which parts are they engaging with, and which ones are they ignoring?

By answering these questions, you can streamline your customer experience and increase conversions.

This article will share ten highly-rated conversion rate optimization tools to help you better understand website performance and make informed, data-backed decisions.

But first, let’s take a look at how does your conversion optimization journey look like…

The Conversion Optimization Roadmap

Optimizing your conversion rates is an ongoing journey, not a one-time event. To ensure long-term success, it’s essential to have a well-defined conversion optimization roadmap. Here’s a high-level overview of the steps you should follow:

  1. Define your goals: Define your conversion goals, whether increasing sign-ups, boosting sales, or generating more leads.
  2. Gather data and insights: Utilize the above CRO tools’ powerful analytics and user behavior tracking capabilities to gather data and insights about your website’s performance and user behavior.
  3. Identify areas for improvement: Analyze the data to identify potential bottlenecks, pain points, and areas for improvement in the user journey.
  4. Formulate hypotheses: Based on your findings, formulate data-driven hypotheses about potential changes that could improve conversion rates.
  5. Test and iterate: Use A/B testing tools to test your hypotheses and validate your proposed changes. Continuously iterate based on the test results, refining your approach until you achieve your desired conversion rates.
  6. Implement and monitor: Once you’ve identified winning variations, implement them on your live website and monitor their performance closely, making adjustments as needed.
  7. Rinse and repeat: Conversion rate optimization is an ongoing process. Continuously gather data, identify new areas for improvement, and test new hypotheses to keep optimizing your conversion rates.

The Top 10 CRO Tools in 2024:

1. FigPii
2. Hotjar
3. VWO
4. Optimizely
5. Unbounce
6. Lucky Orange
7. Crazy Egg
8. Instapage
9. Freshmarketer
10. Convertize

1. FigPii

Top 10 Conversion Rate Optimization Tools to Look Out for in 2024

FigPii is a robust tool for deciphering user behavior on your website. With its insightful heatmaps, session recordings, feedback tools, and A/B testing capabilities, you’ll acquire crucial insights into visitor interactions. Discover potential obstacles, reveal opportunities for enhancement, and leverage data-driven strategies to improve user experience and increase conversions.

Key Features of FigPii:

  • A/B Testing: Test different versions of web pages to see which one performs better.
  • Split URL Testing: Compare the effectiveness of different URLs to optimize user experience.
  • Visualize User Behavior: Understand how users interact with your website through visual representations.
  • Heatmaps: Gain insights into user engagement and interaction patterns on your site.
  • Gather feedback from website visitors: Collect valuable input from users to enhance website experience and satisfaction.

2. Hotjar

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Hotjar is a powerhouse when it comes to understanding user behavior on your website. With its intuitive heatmaps, session recordings, and feedback tools, you’ll gain invaluable insights into how visitors interact with your site. Identify potential roadblocks, uncover areas for improvement, and make data-driven decisions to enhance the user experience and boost conversions.

Key Features: of Hotjar:

  • Heatmaps: Visualize where users click, move, and scroll on your website.
  • Session Recordings: Watch real user sessions to understand their journey and pain points.
  • Feedback Polls: Gather direct feedback from users to improve your website’s user experience.
  • Funnel Analysis: Identify and fix drop-off points in your conversion funnel.

3. VWO

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VWO (Visual Website Optimizer) is an all-in-one CRO tool that offers A/B testing, heatmaps, session recordings, and more. Its visual editor allows you to create and test variations of your website without touching a single line of code. VWO’s intuitive interface and robust analytics make it a favorite among optimization professionals.

Key Features of VWO:

  • A/B Testing: Test different versions of your web pages to identify the top-performing variants.
  • Multivariate Testing: Simultaneously test multiple elements on a single page.
  • Personalization: Deliver tailored experiences based on user attributes and behavior.
  • Funnel Analysis: Analyze and optimize your conversion funnels for better results.

4. Optimizely

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Optimizely is a powerful experimentation platform designed for enterprise-level businesses. With its advanced features like multi-page testing, audience segmentation, and personalization, you can run sophisticated experiments to uncover what truly resonates with your target audience. Optimizely’s seamless integration with various tech stacks makes it a versatile addition to your CRO toolkit.

Key Features of Optimizely:

  • A/B Testing: Test different versions of web pages, mobile apps, and digital experiences.
  • Multivariate Testing: Experiment with multiple variations of various elements simultaneously.
  • Personalization: Deliver personalized experiences based on user data and behavior.
  • Robust Analytics: Gain detailed insights into experiment performance and user behavior.

5. Unbounce

Unbounce is a landing page builder that focuses on conversion optimization. With its drag-and-drop interface, you can create high-converting landing pages without any coding skills. Unbounce also offers A/B testing, lead generation forms, and integrations with popular marketing tools, making it a comprehensive solution for your landing page optimization needs.

Key Features of Unbounce:

  • Drag-and-Drop Builder: Create custom landing pages without coding.
  • A/B Testing: Test different variations of your landing pages to optimize conversions.
  • Sticky Bars and Pop-ups: Engage visitors with attention-grabbing overlays and pop-ups.
  • AI-Powered Optimization: Use machine learning to identify high-performing elements and copy.

6. Lucky Orange

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Lucky Orange is a comprehensive CRO tool that combines heatmaps, session recordings, form analytics, and conversion funnels. It provides valuable insights into user behavior, enabling data-driven optimization decisions.

Key Features of Lucky Orange:

  • Heatmaps: Visualize user interactions with heatmaps for clicks, scrolls, and mouse movements.
  • Session Recordings: Watch real user sessions to identify pain points and opportunities.
  • Form Analytics: Analyze form submissions, drop-offs, and field-level data.
  • Conversion Funnels: Optimize conversion funnels by identifying and addressing bottlenecks.

7. Crazy Egg

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Crazy Egg is a specialized heatmapping tool that provides a detailed visual representation of how visitors interact with your website. Its scroll maps, confetti reports, and overlay reports offer valuable insights into user behavior, helping you identify areas that need improvement and make informed design decisions.

Key Features of Crazy Egg:

  • Heatmaps: Visualize where users click and move their cursors on your web pages.
  • Scroll Maps: Identify areas of your pages that receive the most attention.
  • Overlay Reports: Analyze user interactions with specific page elements.
  • A/B Testing: Test different versions of your web pages for improved conversions.

8. Instapage

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Instapage is a landing page builder that simplifies the process of creating, testing, and optimizing high-converting landing pages. Its powerful features and integrations make it a versatile tool for marketing campaigns.

Key Features of Instapage:

  • Drag-and-Drop Builder: Create custom landing pages without coding.
  • A/B Testing: Test different variations of your landing pages for improved conversions.
  • Heatmaps and Analytics: Gain insights into user behavior and page performance.
  • Integrations: Seamlessly integrate with popular marketing tools and platforms.

9. Freshmarketer

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Freshmarketer is a comprehensive marketing automation platform that includes powerful CRO tools. Its suite of features includes A/B testing, personalization, and conversion analytics, making it a valuable addition to your marketing tech stack.

Key Features of Freshmarketer:

  • A/B Testing: Test different versions of your web pages and marketing campaigns.
  • Personalization: Deliver tailored experiences based on user data and behavior.
  • Conversion Analytics: Gain insights into conversion funnels and user journeys.
  • Marketing Automation: Streamline and automate your marketing processes.

10. Convertize

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Convertize is a comprehensive CRO platform that combines A/B testing, heatmaps, session recordings, and form analytics in one intuitive interface. Its advanced segmentation capabilities allow you to target specific audience segments with tailored experiences, while its machine learning algorithms provide data-driven recommendations for optimizing conversions.

Key Features of Convertize:

  • Heatmaps: Visualize where users click, move, and scroll on your website.
  • Session Recordings: Watch real user sessions to understand their behavior and pain points.
  • Form Analytics: Analyze form submissions, drop-offs, and field-level data.
  • Conversion Funnels: Optimize conversion funnels by identifying bottlenecks and drop-off points.

Frequently Asked Questions

What is conversion rate optimization (CRO)? 

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take the desired action, such as making a purchase, filling out a form, or subscribing to a service. The goal of CRO is to improve the user experience and remove any friction or barriers that prevent visitors from converting.


Why is CRO important?

CRO is crucial because it helps businesses get more value from their existing website traffic. By optimizing the conversion rate, businesses can generate more leads, sales, or subscriptions without necessarily increasing their marketing spend or website traffic. Even small improvements in conversion rates can have a significant impact on revenue.


How do CRO tools help? 


How do I choose the right CRO tool? 

When selecting a CRO tool, consider factors such as your business needs, website traffic volume, budget, and the tool’s features and integrations. It’s also important to evaluate the tool’s ease of use, customer support, and scalability. Some tools may be better suited for specific industries or use cases, so research and compare different options before making a decision.


Can I use multiple CRO tools simultaneously?

Yes, it’s often beneficial to use a combination of CRO tools to gather comprehensive insights and optimize different aspects of the user experience. For example, you might use a heatmap tool in conjunction with an A/B testing tool and a user feedback tool. However, be mindful of potential conflicts or compatibility issues when using multiple tools together.


Which CRO tool is the best for A/B testing? 

While many of the tools mentioned above offer A/B testing capabilities, VWO and Optimizely are widely regarded as top choices for comprehensive and advanced A/B testing features.


Can I use multiple CRO tools simultaneously? 

Absolutely! In fact, it’s often recommended to use a combination of tools to gain a more comprehensive understanding of user behavior and website performance. Just be mindful of potential overlaps and conflicts between tools.


Are these CRO tools suitable for small businesses or startups? 

Most of the tools mentioned offer various pricing plans, including freemium or budget-friendly options, making them accessible to businesses of all sizes. However, some enterprise-level tools like Optimizely may be better suited for larger organizations with more extensive requirements and budgets.


How long does it typically take to see results from CRO efforts?

The time it takes to see measurable results from conversion rate optimization efforts can vary depending on factors such as your website’s traffic volume, the complexity of the changes being tested, and the effectiveness of your optimization strategy. In general, it’s advisable to be patient and allow sufficient time for statistically significant data to accumulate before drawing conclusions.


Can CRO tools help with mobile optimization? 

Absolutely! Many modern CRO tools offer mobile optimization capabilities, allowing you to test and optimize the user experience specifically for mobile devices. This is crucial as more and more users access websites and complete transactions on their smartphones and tablets.

Remember, the key to successful conversion rate optimization is a data-driven approach, patience, and a willingness to test, learn, and iterate continuously. With the right tools and strategies in place, you’ll be well on your way to unlocking the full potential of your online presence and driving sustainable business growth.


Which CRO tool is the best for small businesses?

While there is no one-size-fits-all solution, tools like Hotjar, Crazy Egg, and Unbounce are popular choices for small businesses due to their user-friendly interfaces, affordable pricing, and comprehensive feature sets. These tools offer a good balance of functionality and accessibility, making them suitable for businesses with limited resources.


Can CRO tools integrate with other marketing and analytics platforms?

Yes, many CRO tools offer integrations with popular marketing and analytics platforms, such as Google Analytics, Salesforce, HubSpot, and more. These integrations enable businesses to seamlessly combine data from multiple sources, providing a comprehensive view of user behavior and performance metrics.

Mostafa Daoud

Mostafa Daoud

Mostafa Daoud is the Interim Head of Content at e-CENS.

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