Did you spend months:building your website, attracting visitors, and now you’re finally seeing a decent traffic flow? 
Yes? 

But are your sales numbers where you want them to be? 
Probably not, right?

I bet you feel like your potential customers are dropping off somewhere between whatever landingpage they landed on and actually making a purchase. If so, and this sounds familiar, it might be time to look at some Conversion Rate Optimization (CRO) tools to fix that.

The Consequences of Low Conversion Rates

Traffic ≠ success. 

Without proper conversion, those visitors are very similar to window shoppers who never make a purchase. 

Over time, this issue drains your marketing budget and your energy without showing the returns you were hoping for. The acquisition costs of new customers continues to rise, so it’s essential for businesses to maximize the value of each visitor on average. 

Just having lots of traffic is useless. 
It’s about converting that traffic into tangible business outcomes.

Low conversion rates can lead to:

• Wasted marketing spend due to unoptimized landing pages or forms.

• Missed opportunities from not understanding user behavior.

• Decreased customer engagement and satisfaction.

• Reduced return on investment (ROI).

Understanding the importance of these conversions can prompt you to make the necessary changes, leveraging the right tools to boost those numbers.

Exploring Solutions: Top CRO Tools and Platforms

Luckily, there are plenty of CRO tools designed to optimize specific parts of your funnel. Whether it’s through user feedback, A/B testing, or behavioral analytics, these tools can offer significant improvement options. To make it easier for you, I made a list of some of the best CRO tools out there in specific areas of the user journey:

A/B Testing Platforms

• VWO (Visual Website Optimizer): Ideal for running A/B tests to determine which version of your webpage performs best. VWO is an intuitive platform that is easy to setup and use to manage your experiments. Check it out here.

• Optimizely: Robust tool (which we also used at GrandVision) for testing content, web pages, and features to generate insights that can help in your experiments. It’s particularly useful for optimizing/personalizing e-commerce experiences.

Heatmap Analytics Tools

• Crazy Egg: Their heatmaps can be used to see where users click, move, and scroll on your site. This visual data is crucial for understanding user interaction and optimizing layout.

• Hotjar: Offers session recordings, heatmaps, and form analysis to provide a comprehensive view of user behavior. Great tool to see where people actually get lost. 

Form Optimization Tools

• JotForm: Enhance your forms to be more engaging and user-friendly, reducing drop-offs and improving data collection.

• Mouseflow: Includes form analysis as part of its suite, helping you understand where users struggle with your forms.

Lead Generation Software

• Leadpages: Helps you optimize the conversion on landing pages that turn casual visitors into leads and customers. Of course can be done with other tools, so this is more specific to lead generation cases.

• Unbounce: Another powerful tool for building and optimizing landing pages to increase conversions.

Customer Feedback Tools

• UserTesting / UserZoom: Allows you to hear directly from your customers, providing qualitative insights that guide your CRO strategy. You can see videos of customers interacting with your website, offering insight into their thought process. Myself and my UX-counterparts were very happy using this at GrandVision.

• SurveyMonkey: Enables you to create and send customized surveys to your audience to get feedback on your conversion process. It’s an excellent way to reach your audience directly and ask how to improve your process.

Conversion Rate Tracking

• Google Analytics: Offers robust tracking features that, with the right setup, can track how well your site converts and where improvements are needed. It provides in-depth looks at metrics like bounce rate, average session duration, and page views. You probably already have this set up.

Behavioral Analytics Software

• Mixpanel: Provides deep dives into user behavior, helping to piece together user journeys and identify bottlenecks in a comprehensive way. Intuitive design and several useful features make it a great option for businesses of all sizes as it also offers a free version.

• Amplitude: Tracks a range of events beyond normal clicks and impressions, telling you when a customer has watched a video or performed a search. It’s ideal for answering complicated questions about user behavior.

Pop-Up Optimization Tools

• Justuno: Specializes in creating effective, non-intrusive pop-ups that can recapture attention before visitors leave your site.

• OptinMonster: Another tool that helps in creating pop-ups and other conversion-focused elements to capture leads[4].

Conversion Funnel Analysis

• Omniconvert: Helps you understand, optimize, and personalize your conversion funnel stages with ease. It provides detailed funnel reports to identify where customers drop off and why they abandon shopping carts. Explore it more here.

User Experience Testing Tools

• Hotjar: I know I mentioned this tool before, but it’s pretty much a default tool in every big e-com company. Provides feedback directly from users through recordings, surveys, and direct interactions. It also includes session replays, heatmaps, and form analysis to give a comprehensive view of user behavior. Given it’s a part of ContentSquare these days, that full suite is like a magic tool shed.

• FullStory: Helps identify points of friction in your conversion process through valuable insights on how users interact with your site. It’s excellent for improving the user experience and reducing friction points.

Key Tips for Implementing CRO Tools Effectively

Before you implement any of these tools, consider these tips to ensure you get the most out of them and your budget/time:

• Get Clarity on Goals: Determine what you want to achieve with your CRO efforts — whether it’s increased sales, more newsletter sign-ups, or lower bounce rates.

• Prioritize User Experience: Always keep the end-user in mind when optimizing your site. And ask them about their experience.

• Test and Iterate: Use A/B testing as an integral part of your optimization to refine your changes based on data. And retest, what works today, doesn’t necessarily work two years from now.

• Integrate with Current Platforms: Ensure that the new CRO tools you choose integrate smoothly with your existing tech stack.

• Measure Success: Regularly review your conversion rates and other KPIs to gauge the effectiveness of changes. Dashboards can be a lifesaver here.

My final words on this:

Enhancing your conversion rate is not just choosing a tool — it’s about understanding the needs of your customers and implementing solutions that address their behaviors and preferences. With a suite of powerful CRO tools at your disposal, you can tailor your user experience to meet and exceed customer expectations. Start optimizing today and watch your hard-earned traffic turn into valuable conversions.