23 CRO Tools You Need to Know About in 2024

by Susan Perez in Conversion Optimization

Highlights:

The right CRO tool can help you optimize your website and increase conversions
Find out which CRO tool is best for B2B brands, enterprises, or small businesses
Narrow down your CRO search with our guide, where we evaluate cost, integration and support capabilities, and more

Let’s say you own an online store that sells indoor plants. Your website gets plenty of traffic, but only a small percentage of visitors actually make a purchase. You’ve invested in digital marketing and stuck to a defined marketing strategy, but your conversion rate is still too low, and not enough visitors are becoming customers.

What’s the deal?

This is actually a common challenge for many businesses, and it’s something that Conversion Rate Optimization (CRO) tools address. CRO tools help you break down the barriers that keep visitors from converting. Using CRO tools boosts conversion rates, increases revenue, and helps you understand your website traffic.

In this post, we’ll evaluate 23 of the best CRO tools on the market, so you can decide which one will make the most sense for your business needs.

What is a CRO tool?

Conversion Rate Optimization (CRO) tools are software solutions specifically designed to help businesses drive website conversions and turn visitors into customers.

CRO tools help optimize user experience (UX), analyze user behavior, test whether changes to your website affect conversions, and gather feedback to help you make data-driven decisions that influence your conversion rate.

Let’s take a look at the top CRO tools and how they can help your business.

Best CRO tools

For the purpose of this post, we’ll be evaluating each CRO tool based on the following criteria:

CRO functionalities: What are the features that each CRO tool offers for optimizing conversion rates?
Cost: What pricing plans are available, and how affordable are they?
Ease of use: What’s the UX like? Is the tool user-friendly and can you work on it easily even if you don’t have a technical background?
Integration capabilities: Does the tool integrate well with other popular software?
Customer support: How satisfied are users with the level of support, and what kind of support does the CRO tool offer?

1. Google Analytics

CRO functionalities: One of the most widely used tools available, Google Analytics, provides insights into user behavior, traffic sources, and conversion paths to help you determine which channels bring the most traffic to your website and where visitors stop engaging with it.
Cost: Free. Premium options are available.
Ease of use: Google Analytics is generally user-friendly and relatively quick to learn. Some training may be beneficial for those needing advanced analytics.
Integration capability: Seamless integration with all other Google products such as Google Ads, plus a wide variety of third-party apps like Salesforce, Ahrefs, Shopify, Mailchimp, and many more.
Customer support: Free support includes online documentation and community forums—premium users have access to priority support features.

2. Hotjar

CRO functionalities: Known for their insightful visuals, Hotjar tracks user behavior via heatmaps, session recordings, surveys, and polls, so you can get granular details into how users engage with your website.
Cost: Free with limited features. Paid plans start at $32/month.
Ease of use: Simple, intuitive, and quite user-friendly.
Integration capability: Hotjar integrates with popular tools like Google Analytics, HubSpot, and Slack.
Customer support: All users can access an extensive knowledge base, webinars, and email support.

3. Crazy Egg

CRO functionalities: Crazy Egg helps you analyze visitor behavior and test website variations via heatmaps, scrollmaps, A/B testing, and session recordings.
Cost: Starting at $99/month, with a 30-day free trial available for all plans.
Ease of use: Crazy Egg is designed to be user-friendly and intuitive for everyone, regardless of technical background.
Integration capability: Integrates with popular third-party tools like WordPress, Optimizely, and Google Analytics.
Customer support: Well-rated customer support through live chat, email, and documentation.

4. Optimizely

CRO functionalities: Optimizely is a popular CRO for A/B testing and experimenting. It is often used by businesses that need to run complex multivariate testing.
Cost: Custom plans and pricing depending on business needs.
Ease of use: Technical expertise is beneficial when using Optimizely, as it is known to be complex and not very beginner-friendly.
Integration capability: It integrates with many tools, such as Microsoft Office 365, Adobe Ads, and Salesforce.
Customer support: All enterprise clients receive a dedicated customer success manager, plus all clients have access to user guides and a developer community.

5. Heap Inc

CRO functionalities: Heap captures all user interactions on your site without needing to set up manual tracking, with deep insights that help you understand user journeys and any bottlenecks.
Cost: Four tiers of plans, including a free version.
Ease of use: It is easy to set up and start, and advanced features may require additional learning.
Integration capability: Integrates with many popular platforms, like Salesforce, AWS, and Optimizely.
Customer support: Heap offers a dedicated support team and comprehensive online resources.

6. VWO (Visual Web Optimizer)

CRO functionalities: With VWO, users can conduct A/B, multivariate, and split URL testing; the tool also provides heatmaps, session recordings, and insights captured from forms.
Cost: Free versions are available. Paid plans start at $81/month.
Ease of use: Customers like the visual editor that simplifies the testing process.
Integration capability: VWO integrates with Google Analytics, WordPress, Marketo, and many more.
Customer support: 24/7 customer support available via email, chat, and phone.

7. HubSpot

CRO functionalities: HubSpot is known for A/B testing, analytics, user feedback, and lead generation and nurturing.
Cost: Free version available with a wide range of paid plans starting at $15/month.
Ease of use: Known for being intuitive and easy to use, even for beginners.
Integration capability: HubSpot integrates with thousands of apps, including Mailchimp, Google, Databox, and much more.
Customer support: Email, chat, and extensive community support, with phone support available on premium plans.

8. Instapage

CRO functionalities: Specializing in landing page creation and optimization, Instapage offers A/B testing, heatmaps, and analytics to help increase conversions.
Cost: Free trials available, with paid plans starting at $79/month.
Ease of use: User-friendly UX with a drag-and-drop builder and many customization options.
Integration capability: Instapage integrates with HubSpot, MailChimp, Google Analytics, and many more major apps.
Customer support: 24/7 chat support available, as well as extensive online resources.

9. Fullstory

CRO functionalities: Designed to give a deep understanding of your website’s UX, Fullstory provides session recordings, heatmaps, and analytics.
Cost: Plans are custom-built based on usage.
Ease of use: Powerful features require minimal setup and are intuitive to use.
Integration capability: Integrates with popular tools like Salesforce, Google Analytics, and Optimizely.
Customer support: Responsive support is available via live chat, email, and an online knowledge base.

10. Mixpanel

CRO functionalities: Focuses on product analytics and tracks user interactions on your site or app.
Cost: Free plan available with paid plans starting at $25/month.
Ease of use: Relatively user-friendly, with advanced features requiring some additional training.
Integration capability: Integrates with many tools, including HubSpot, Google Ads, and Marketo.
Customer support: Email support and an online library of resources.

11. SurveyMonkey

CRO functionalities: A survey app which allows you to gather user feedback, helping you understand why visitors might not be converting.
Cost: Free plan available, with paid plans starting at $25/month.
Ease of use: Very user-friendly for anyone, with a simple process for creating surveys.
Integration capability: Integrates with many tools, like Microsoft Teams, Zapier, and monday.com.
Customer support: Support is offered via live chat, email, and a comprehensive knowledge base.

12. Unbounce

CRO functionalities: A landing page optimization tool, Unbounce offers A/B testing, analytics, and a drag-and-drop builder for creating pages.
Cost: Free trials available, with plans starting at $99/month.
Ease of use: Built for non-technical users, Unbounce is very user-friendly.
Integration capability: Integrates with popular tools like Google Analytics, Salesforce, and Zapier.
Customer support: Responsive customer support via chat and email, with an extensive online help center.

13. Hello Bar

CRO functionalities: A lead generation tool that focuses on pop-ups, banners, and sliders to capture leads, with A/B testing and analytics for optimization.
Cost: Paid plans start at $49.
Ease of use: Free trials available, with plans starting at $29/month.
Integration capability: Integrates with popular platforms like WordPress, MailChimp, and Shopify.
Customer support: Support is available through email and an extensive online help center.

14. Adobe Experience Cloud

CRO functionalities: Ideal for large enterprises, Adobe Experience Cloud offers a suite of tools for A/B testing, personalization, and analytics.
Cost: Custom pricing based on a business’s needs.
Ease of use: A complex tool with powerful features built for users with a technical background.
Integration capability: Integrates seamlessly with Adobe products and other major enterprise platforms.
Customer support: Enterprise clients get a dedicated customer success manager.

15. LeadPages

CRO functionalities: Designed for creating and optimizing landing pages, LeadPages offers A/B testing, analytics, and a drag-and-drop builder.
Cost: Free trials available, with plans starting at $37/month.
Ease of use: Meant to be very user friendly, made for non-technical users.
Integration capability: Integrates with many popular tools like Google Analytics, Salesforce, and Shopify.
Customer support: LeadPages offers 24/7 support via email and chat.

16. Mouseflow

CRO functionalities: Mouseflow helps you understand user behavior and optimize conversions via heatmaps, session recordings, and funnel and form analytics.
Cost: Free trials available, with plans starting at $31/month.
Ease of use: Mouseflow is easy to set up, navigate, and use.
Integration capability: Integrates with many popular tools like Shopify, HubSpot, and Optimizely.
Customer support: Support is available via email and a comprehensive online help center.

17. Firebase

CRO functionalities: An AI-powered solution from Google designed to help developers build and improve apps that offer a great user experience.
Cost: Firebase offers free and paid plans.
Ease of use: Generally intuitive for users who are already familiar with Google Analytics, though advanced experiments may require technical expertise.
Integration capability: Meant to work seamlessly with Google products such as Google Analytics.
Customer support: Free support includes online documentation and community forums; premium users have access to priority support features.

18. AB Tasty

CRO functionalities: Designed to help you optimize your website via A/B and multivariate testing, personalization, and user segmentation.
Cost: Custom pricing based on business needs.
Ease of use: A visual editor makes testing easy and user-friendly.
Integration capability: Integrates with popular tools such as Google Analytics, HubSpot, and Salesforce.
Customer support: Provides responsive customer support via email, chat, and phone.

19. Buzzsumo

CRO functionalities: BuzzSumo is a media coverage and content research tool that offers some features for optimizing content to increase engagement.
Cost: Free trials available, with plans starting at $199/month.
Ease of use: Has a simple and intuitive interface that is easy to use.
Integration capability: Integrates with social media platforms and content management systems.
Customer support: Support is available through email and an online help center.

20. Lucky Orange

CRO functionalities: Lucky Orange offers heatmaps, session recordings, live chat, and conversion funnels to help users optimize their website for better conversions.
Cost: A free plan available, with paid plans beginning at $32/month.
Ease of use: The Lucky Orange interface is intuitive and straightforward. It is designed to be user-friendly, making it relatively easy to navigate and access various features.
Integration capability: Integrates with Google Analytics, HubSpot, BigCommerce, and more.
Customer support: Support is available via an online help center, with email and chat support also available.

21. OptinMonster

CRO functionalities: A lead generation tool that allows you to create pop-ups, floating bars, and forms to capture leads and boost conversions.
Cost: Plans start at $59/month.
Ease of use: Known to be user-friendly, with a drag-and-drop builder and customization options.
Integration capability: Integrates with popular email marketing and website platforms like WordPress, MailChimp, and HubSpot.
Customer support: Support is available via email, chat, and online knowledge base.

22. BDOW! (formerly Sumo)

CRO functionalities: Best suited for e-commerce sites, BDOW! (formerly Sumo) offers tools for email capture, social sharing, and conversion optimization.
Cost: Free plan available with paid plans starting at $12/month.
Ease of use: Easy to install and intuitive to use.
Integration capability: Integrates with Shopify, Google Analytics, MailChimp, and more.
Customer support: Support is available via email and an online help center.

23. Typeform

CRO functionalities: Typeform is a lead-capture platform that allows users to create engaging forms, quizzes, and surveys.
Cost: Free plan available with paid plans starting at $25/month.
Ease of use: Typeform is known for being user-friendly, with a drag-and-drop builder and customization options.
Integration capability: Typeform integrates with many apps, including HubSpot, Slack, and Intercom.
Customer support: Support is available via email and a comprehensive help center.

Pick the right CRO and start increasing conversions

There are many factors to consider when choosing the right CRO tool, including your budget, the level of technical expertise required, and your specific business needs.

Whichever you choose, a CRO tool is designed to help you optimize your app or website and boost your conversion rate.

With a user-friendly drag-and-drop builder, customization options, powerful A/B testing, and extensive integrations, Instapage is a leading landing page creator that delivers higher conversions. See if Instapage is right for your business with a risk-free 14-day trial. Start now.