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17 Best CRO tools I've used over the years as a Growth Marketer

Here's a collection of some of the best conversion rate optimization tools that I absolutely love using. I mention free and budget-friendly tools, to more expensive and more robust platforms for serious CRO users. I hope you enjoy this resource.

For marketers involved in the UX process, you may like this UX checklist for marketers resource. Additionally, you should check out popular web analytics tools and product analytics tools.

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Hotjar

About: 
Hotjar is personally one of my favourite all-time CRO tools for growth marketing to measure and understand user behaviour, optimize the customer journey and optimise user experience for conversions.

Top Features:

There's a good reason why Hotjar is one of the most popular CRO tools around. It is the best software in my opinion that does video session recordings of how users engage with your site and/or application.
This CRO tool also has great features that many customer feedback tools have. Create feedback forms, collect user feedback through their pop-ups, as well as build surveys for NPS and to measure key performance indicators you set for your marketing and product efforts.
Not to mention, it's also one of the best heat mapping tools on the market. Track user behavior easily to see where users clicks, measure scroll behavior and lots more.
Heatmapping
Video recording
Feedback
Pricing: 
Free for up to 35 daily sessions (pretty awesome), and then from $39 per month on their plus plan. There are also business and enterprise plans.
Web/App
Freemium
$-$$$
Favourite

Inspectlet

About: 
Inspectlet really takes your conversation rate optimization game to the next level - perfect for measuring onboarding, optimize conversion rates, increase activation, as well as retention. See how users engage with your product early on so you can optimize your funnel.

Top Features:

Record the behaviour of how people interact with your site and app.
You can tag your sessions and users through their JS API.
Do deep filtering of navigation paths to really see how people behave.
Video recording
Funnels
Split-testing
Pricing: 
Has a freemium plan and then plans start from $39 per month and scales up depending on amount of recorded sessions.
Chrome extension (only)
Demo
$
Favourite

Optimizely

About: 
Optimizely helps you create amazing customer experiences with the right web pages, at the right time, for the right people.

Top Features:

Optimizely is a popular CRO tool for mid-larger scaled businesses, especially with their personalisation and experimentation capabilities.
With the intelligence of the software, you can predict customer behaviours and provide a customised experience to help imrpove conversions.
They also have CMS, email and other robus features for scaling companies.
Enterprise
Personalisation
Data
Pricing: 
You need to book a demo and request pricing.
Web/App
Demo
$-$$$$
Favourite

Crazy Egg

About: 
Crazy Egg is one of the OG heatmapping and recording CRO tools on the market.

Top Features:

When using the software, you can quickly see visually through heatmapping how users are behaving across the site.
Leverage their A/B split-testing feature to test variants of landing pages or core comnversion pages backed with data.
Best part - you can make changes through the editor that reflects changes on the site.
Optimisations
Improve UX
Scrollmapping
Pricing: 
There's a free trial, and then pricing starts from $79 per month.
Web/App
Paid
$-$$$$
Favourite

Use Proof

About: 
This platform has become one of the more popular CRO tools that I've seen more startups use, which can help boost your conversions across your site.

Top Features:

A key feature of Use Proof is the little pop-up that rises on sites to show-off recent purchases or even how many people are on the site.
Use can use the pop-up to highlight conversions, recent visitors, recent key actions by visitors and more.
You can customise, measure, split-test and of course bolster up experiences through integrations.
Pop-up
Social proof
Personalisation
Pricing: 
1000 unique's per month starts from $29 per month, then rises based on how uniques are executed per month.
Web/App
Paid
$-$$$$
Favourite

Hello Bar

About: 
If you've been in digital marketing long enough, you know Hello Bar is one of the classic CRO tools for collecting emails. Even still to this day, it's used by many bloggers, startups and entrepreneurs around the world.

Top Features:

With Hellobar you can build modals, alerts, headline bars, sliders and page takeovers to drive emails or direct website traffic.
You can select from existing themes, and customise further with your own designs.
Additionally, you can target and set custom paramaters for targeting based on user behaviour. You can also run A/B split tests.
Conversions
Targeting
Easy setup
Pricing: 
There's a free version with up to 5,000 page visits, or plans start from $29 p/m for more pop-ups and more sessions.
Web/App
Freemium
$-$$$
Favourite

Visual Website Optimizer

About: 
VMO is a popular A/B split testing and experimentation platform used by 1000's of companies globally.

Top Features:

This is certainly one of the more robust split-testing tools in the market. You can test pretty much anything.
Launch experiments in a matter of clicks through the visual editor - great for non-technical marketing teams.
You can setup some sophisicated experiments without the need to involve engineering.
Split-testing
Analytics
Experiments
Pricing: 
You need to request pricing to find out more.
Web/App
Demo
$-$$$$
Favourite

Google Optimize

About: 
One of my favourite tools for split-testing and experiments has to be Google Optimize.

Top Features:

Setup A/B split test experiments with ease.
The integration with Google Ads just on the free version is super valuable.
It's great to setup personalisation capabilities for your experiments.
Split-testing
Analytics
Experiments
Pricing: 
It's free to use Google Optimize, however there is the 360 version where you will need to talk to their sales team.
Web/App
Freemium
$-$$$$
Favourite

Maxymizely

About: 
Maxymizely is an AI-powered, visual editing tool to run experiments and increase conversions.

Top Features:

Great for non-technical people, you can edit content on pages you want to run experiments on.
Segment traffic through the availability of 20+ attributes. You can run granular tests if you wish.
Analyse the behaviour of users through your experiments through their analytics dashboard.
AI
Mobile funnels
Segmentation
Pricing: 
Pricing is affordable starting at just $19 p/m.
Web/App
Paid
$-$$$
Favourite

Lucky Orange

About: 
Another very popular tool on the market for heatmapping and sessions recordings is Lucky Orange.

Top Features:

Setup heatmapping sessions using dynamic elements - whether it be forms, pop-ups and more.
Review visually-appealing conversion funnels to see where users drop-off on your sessions.
Incorporate live chat and product announcements for specific segments based off your data and insights.
Visitor profiles
Surveys
livechat
Pricing: 
There's a freemium version of the product, and then pricing begins at $10 p/m for more pageviews per month. The price increases with more websites, users and sessions.
Web/App
Freemium
$-$$$
Favourite

Reactful

About: 
Reactful is a platform made for large-scaled personalisation for enterprises and large organisations.

Top Features:

It's an AI-driven platform focused on personalisation - great for organisations adopting an ABM strategy.
The platform understands your users and personalises their experiences based on the attributes of users. Pretty cool!
Through their machine learning capabilities, the platform better optimises for results.
Enterprise
Dyanmic content
AI
Pricing: 
You have to schedule a demo to find out pricing.
Web/App
Demo
$-$$$$
Favourite

Convert

About: 
An awesome A/B split testing software option on the market is convert.com

Top Features:

Run A/B split tests across your website. Easy to setup.
The platform provides multi-variate testing so you can test multiple things across multiple pages.
You can run unlimited tests and variations across mulitple domains.
Improve UX
Optimisations
Advanced
Pricing: 
Pricing starts at $699 with the pre-paid annual plan.
Web/App
Paid
$-$$$$
Favourite

AB Tasty

About: 
One of the leaders in the market for A/B split testing, personalisation and experimentation is AB Tasty.

Top Features:

With the platform you can run A/B split tests and multivariate tests through specific segments and targeting.
You can setup goals and direct traffic to specific pages/select certain segments to dedicated pages you are testing.
There's also AI 1 to 1 personalisation for users. You can get really detailed with the segmentation.
Omni-channel
a/b testing
Experiments
Pricing: 
To get pricing, you have to request a demo.
Web/App
Demo
$-$$$$
Favourite

5 Seconds Test

About: 
A really great offering by the team at UsabilityHub is their "5 Seconds Test".

Top Features:

The "5 Seconds Test" is where you can engage users and ask what their impression is of your site/page.
You will be able to quickly tell what users really think of your site in just seconds. Gain an understanding of whether youe site converts, resonates or trustworthy.
Analyse impressions and how people click and respond.
Feedback
User Research
first impressions
Pricing: 
You will need to signup to find out pricing.
Web/App
Paid
$-$$$
Favourite

Qualaroo

About: 
Qualaroo is a popular tool in the digital marketing space to collect user feedback based on user sessions.

Top Features:

It's a little different to most survey tools out there. Collect feedback through surveys just at the right time.
Run NPS surveys, nudges, exit intents, AI sentiment analysis and more to find out what users really think.
You can measure product feedback, UX and more. Design templates to keep things on brand.
Feedback
NPS
advanced targeting
Pricing: 
The monthly pricing plan starts at $100 per month or $80 per month if billed annually. There's also a premium plan.
Web/App
Paid
$-$$$
Favourite

User Testing

About: 
This platform is awesome if you need to connect with real-world users testing and going through your website or product.

Top Features:

Signing up is easy. Just create a test plan with your brief and target the right candidates for the job.
Once they execute going through your website or platform, see how they interacr, observe and more.
You get a lot more insights than just using heatmapping and recording software.
Discover insights
ML
User Research
Pricing: 
You need to request a trial to view pricing.
Web/App
Paid
$-$$$
Favourite

Google pagespeed insights

About: 
Having fast website with fast-loading landing pages is crucial when optimising for conversions.

Top Features:

All that's required is to grab your URL, and enter in the Analyze bar.
Once submitted, you will see both the mobile and desktop scores with details of what's slowing down your page.
Go through the opportunities and diagnostics sections to see what work needs to be done.
Diagnosis
Page Speed
Web vitals
Pricing: 
Completely free. Such a good tool!
Web/App
Free
$
Favourite

Nudgify

About: 
Nudgify helps you increase your social proof with little 'nudge' pop-ups based on certain user events.

Top Features:

Show 'nudges' when someone buys a product, testimonials, urgency, signups and other conversions/ideal customer events.
Lots of awesome design and customisable features, whether it be only triggering on certain pages or URLs, create goals and see analytics of performance.
There's quite a few integrations, including Google Tag Manager, which is perfect for any CMS site.
Social proof
Custom nudges
urgency
Pricing: 
Pricing starts at $0.99 for 2000 visitors. With prices increasing based on visitors per month, as well as unlocking integrations.
Web/App
Paid
$-$$$
Favourite

FOMO

About: 
Fomo is a popular tool on the market for highlighting key customer activities that helps increase social proof.

Top Features:

You can setup pop-up notifications or inline widgets highlighting recent conversions, testimonials, signups and other key events.
Other awesome things you can highlight include current website visitors, email signups and even forms and clicks.
Plenty of event rules you can setup and other customising options, including Zapier and webhooks for further customisation. Also plenty of integrations.
Conversions
Automation
Zapier
Pricing: 
There's a free trial and post-free trial, plans start from $19 per month. There are 3 more larger plans, which rise based on amount of notifications per month. You can save when billed annually.
Web/App
Paid
$-$$$
No results found.
Updated on:
April 4, 2022
Note: Pricing, plans, and homepage images change overtime. Pricing recorded as of 3rd April, 2022. If you see any changes required, please let me know. If you suggest any tools to add, get in touch. 😊

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⚡ Frequently Asked Questions ⚡

What are the best CRO tools?
There are lots of CRO tools available and I've shared some of my top tools I've used in the past in this article whether it be for video recordings, heatmapping, funnel journeys and more. For me though, these are the tools that personally stand out to me that I can always rely on for conversion rate optimisation across clients and my own projects: Hotjar, Use Proof, User Testing, Google Pagespeed Insights, FOMO, and Google Analytics.
Are CRO tools worth paying money for?
Hands down, yes. The amount of insights and analysis you can receive from looking at how your users/customers go through your website or application is paramount for better optimisations. Not only just optimising, but also what features to priortise across your teams for your product.
What are the cheapest or most valuable conversion rate optimization tools you recommend?
If you're on a budget, for me personally, one CRO tool I absolutely need as the bare minimum for any project, as well as recommend to any client or startup I advise, is Hotjar. Hotjar's video session recording and heat mapping features are incredibly valuable. Not to mention, Hotjar has a free plan which gives you up to 35 daily recorded sessions. Really awesome for any new SaaS or eCommerce business just starting. The paid plans are well worth it for growing startups. Other valuable CRO tools which are actually free that I regularly use are Google Optimize and Google Pagespeed Insights. Certainly look more into both if you aren't currently using.
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