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12 Tools that will drive your Conversion Rate

Every CRO strategy and implementation depends on how well you track your data. Onsite data analytics tracking, reporting and analysis is crucial in defining a sound CRO plan. This post will talk about some tools that will allow you to achieve a 360 understanding of the different factors impacting your website. I have segmented them by subject so that you understand how to get the most out of each tool. I am not providing, in this post, a detailed review of each tool, but a presentation of good and reliable tools that you should test and use according to your needs.

AB testing and Landing Page Optimization:

AB or split testing allows you to test, in parallel, different versions of a scenario on various buckets of the same audience. The aim here is to find out which version achieves statistical significance and, hence, should be chosen as permanent on the website. You might want to carry out small tests, as the color of buttons or headline of a page, or more extensive ones, as testing different versions of a landing page. In order to achieve that, you will need to use a solid and reliable tool that will allow you to design the various versions, split the traffic and track it accurately. More precisely, here are the main features that some of the tools below have:

  • User-friendly test design options allowing code to be added (code editor), if needed
  • Responsive landing pages design
  • Multivariate/ Split Testing
  • Powerful visitor segmentation (behavioral, geo, browser, etc.)
  • Heatmaps and clickmaps
  • Test reporting and goal tracking

1.       Visual Website Optimizer (VWO): (


2.       Optimizely: (

3.       Google Analytics Content Experiments: (

4.       Ion Interactive:[U1]  (

Funnel Analysis and Analytics:

Every website or blog owner needs to grasp and understand visitor acquisition, interaction and retention. The more data gets tracked the more control you will have on your website and the more you will understand its conversion rate and what drives it. Funnel analysis is important to be thoroughly analyzed as it will allow you to understand the user flow towards a conversion and where dropouts are occurring. For instance, considering an e-commerce website, it is important to understand the user flow at each of the following steps: Catalog Page -> Product Page -> Cart Page -> Checkout Page -> Success Page. If the micro conversion rate from checkout to success page is low, you might want to investigate the checkout page and carry out some AB tests on it in order to improve that metric. While using the following tools, always check various dimensions and segment as much as you can! Here are the main features that some of the tools below have:

  • Content analytics: study of website pages and its landing pages
  • Acquisition analytics: study of traffic sources performance and advertising analytics
  • Conversions analytics: study of the different goals you set and your website e-commerce metrics
  • Retention analytics: study of how often your customers return and engage with your website
  • Funnel Analysis: setting up various funnel types
  • Heatmaps and clickmaps

1.       Google Analytics: (

2.       Mixpanel: (

3.       Clicktale: (
Heatmaps and Session Recordings:

Heatmap and session recording tools will allow you to complement your usability testing needs. These tools will help you understand how users interact with your website pages, what make them stick or leave and come up with more thorough assumptions while improving your conversion funnel. For instance, if you decide to design a new catalog page for your e-commerce website, Crazyegg will give you an indication of the areas that were or were not of user interest. Here are the main features that some of the tools below have:

  • Session Replay: watch recordings of user navigating through your website
  • Heatmaps: visualize most popular areas of your website
  • Scrollmap: see how far are people scrolling down the page
  • Overlay: see the number clicks on each element of your page

1.       Crazyegg: (

2.       SessionCam: (
Customer Surveys:

After studying your website data and understanding the general and segmented user behavior, you would still like to hear from your users themselves. For example, if you notice that your catalog page has a high bounce rate, you could implement an online survey that would ask targeted or open-ended questions to your users about this issue. Are they dropping because the page takes ages to load, because the graphics are unattractive, your product quality is bad, etc.? Here are the main features that some of the tools below have:

  • Inline online survey that you can enable at any stage of the funnel
  • Survey/ research creation
  • Survey tracking, reporting and analysis

1.       Qualaroo: (

2.       SurveyMonkey: (
3.       iPerceptions: (
There are, for sure, many other great tools not covered in this post. However, using some of the twelve tools, presented above, will allow you to better understand your website usage and ecommerce metrics. Furthermore, by intensively testing and segmenting, you will be able to deliver relevant content, at the right time, to the right user. Improving conversion rate is the optimal goal, using these tools will allow you to reach it!

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Paul Debahy

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