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Best Conversion Rate Optimisation Software

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An introduction to Conversion Rate Optimisation Software

Conversion Rate Optimisation (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action – whether that be filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move within an organisation’s website, what actions they take, and what is stopping them from completing a company’s goals.

CRO software gives businesses testing and visualisation tools for improving user experience and increasing conversion rates. CRO software tools work alongside other digital analytics software for tracking visitor behaviour.


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The 12 Most Popular Conversion Rate Optimisation (CRO) Software solutions

1. BrightInfo is a cloud-based content personalisation solution built using artificial intelligence (AI) technology that offers automated triggers, account based marketing, page targeting, lead nurturing, content keywords and analytics functionalities within a suite.

The software integrates with various CRM platforms including Salesforce, Pardot and HubSpot, which enables automated data transfer from these systems for analysis. The product also offers audience profiling which enables users to capture visitor data, such as demographics, browsing patterns and mouse movements, and use that information to predict behaviour.

Content personalisation tools enable users to recommend relevant content based on visitor behaviour. The solution also features responsive widgets which prompt content items based on visitor intent. BrightInfo also feature content analytics which allows users to prepare customised reports on visitor behaviour, such as content engagement and conversions.

2. GetSiteControl offers a set of visitor engagement tools for website owners and bloggers. The platform allows users to create and manage all types of widgets from a single dashboard without having to switch between multiple services.

The solution includes seven tools for website visitor engagement: Subscribe (lead forms); Chat (live chats); Survey (on-site surveys and polls); Contact (custom forms); Promo (pop-ups, floating bars and buttons); Share; and Follow.

GetSiteControl widgets are fully customisable and can appear in various forms, including sliders, tabs or side bars. A website owner can set-up triggers based on user behaviour – time spent on a webpage, the amount of scrolling, or the intent to exit. The forms can also be shown to the target audience based on their country, device, traffic source, and other parameters. Real-time statistics are available for each widget, and an A/B testing option to optimise performance.

3. Zoho PageSense is an A/B testing and website optimisation solution, designed to boost website conversions and revenues by tracking the visitor journey. With tools such as funnel analysis, A/B testing, visitor segmentation, forecasting, real-time analytics, third-party integrations and more, the solution provides users with a platform to understand how their visitors interact with their website.

To help businesses gain a better understanding of their visitors’ journey and how customers interact with their website, Zoho PageSense provides a heat map feature which highlights which page elements get the most clicks. Complete visitor engagement details are provided, including the number of visitors within a certain time period, devices used, and click numbers for each page element. Users can also view scroll maps to gain insight into how far down each page a visitor scrolls, and where they spend the most time, with percentages and statistics for each scroll segment. Funnel analysis allows businesses to monitor the visitor journey through their website, with statistics on drop-off rates, visitors per page, conversion rates, average journey completion times, and more.

In order to aid data-driven decision making, the program provides A/B testing features to test web page variations and compare results. The visual editor facilitates the editing of web pages with a simple drag-and-drop format, and, once complete, page variations can be tested with pre-defined or custom-visitor segments. Reports are generated to analyse clicks, engagement, conversions, page views, revenue, and more for each variation, and goals can be set and tracked to monitor the success. Users can also view variation specific heat maps to monitor clicks across multiple page variations.

4. Unbounce is a conversion marketing platform designed for marketers. The drag-and-drop builder allows users to quickly create, launch and test high-converting landing pages, and website pop-ups without the need for developers.

Unbounce gives users total creative control to build, edit and collaborate with pixel-perfect precision. They can publish a campaign in minutes using the solution’s customisable templates for landing pages, pop-ups or sticky bars, and can build trust with their audience by showing visitors that they are collecting their information over an encrypted connection.

The solution provides 100% mobile optimisation and includes features like parallax scrolling, widgets and a variety of backgrounds to enhance customers’ online experience.

5. Crazy Egg is a heat mapping tool which tracks how visitors interact with a website. It uses mouse-tracking technology so that users get a visual representation of which parts of a webpage visitors click on the most, and which elements of a page they find the most engaging and relevant. They can also understand where visitors to a webpage come from, in an easy to understand and use format.

Crazy Egg offers four different views. The Heat map View allows users to get a visual of where people are clicking on their website, with areas that get the most clicks referred to a “hotspots”. The Scroll map View shows where visitors are spending their time on a page. The Confetti View enables users to understand not only where they click, but also provides valuable insights as to how visitors use a webpage. Finally the Overlay View provides a more granular understanding of which areas on a site are the most popular, so they can drill down to see how many clicks each area has received.

6. Optimizely is an experimentation platform enabling businesses to deliver continuous experimentation across websites, mobile apps and connected devices. It enables businesses to experiment deeply into their technology stack, and broadly across the entire customer experience.

Optimizely enables users to make the most of their marketing strategy, and helps track user experiences on websites through its efficient analytics. Businesses are able to reduce the bounce rate, increase on-site time and more, enabling them to deliver a more personalised service to customers. The solution enables organisation to monitor changes in customer behaviour, so that platforms can be adapted to meet variations in needs and requirements.

7. UserTesting is a user research platform that gives digital marketers methods to test their website and the performance of marketing campaigns. The solution aims to make websites, mobile applications, games and prototypes more user friendly. It lets users experiment with alternatives and see the response from actual users.

With UserTesting, companies can tailor tests and run them on desktop, tablet and mobile device to see how their audience is responding. It monitors and takes record of responses from real users interacting with a platform. Data collected through these tests helps them understand how an audience behaves with a website or applications.

8. Mixpanel is a mobile and website visitor analytics tool designed for businesses of all sizes. Mixpanel goes beyond recording simply page views, and reports upon customer engagement and actions within the app. It enables users to drill down further into analysis and ask more specific questions about their customers.

Through customer segmentation and funnel analysis, the solution can be used to drill-down and better understand the value of each marketing channel.

Mixpanel measures visitor engagement within a site in real-time, tracking visitor movements, views, shares, likes and purchases. It allows users to measure what customers do in their app in to-the-second real-time, and compare their metrics from weeks before.

9. Kissmetrics is an analytics and conversion platform built to optimise marketing. It analyses users’ interaction with a company’s website over time.

The solution provides insights to businesses, helping them to make better decisions and better understand their web-users.

Kissmetric connects sessions of activity across devices as well as time. These insights help identify important matters within audience segments. The platform empowers marketers to measure their impact, improve their campaigns, and clearly demonstrate and tie their choices to overall business success. Kissmetrics captures what happens before a visitor becomes a customer, and ties that anonymous activity to their known activity once they have become a customer.

10. Segmentify analyses visitors’ behaviours in real-time and recommends the most relevant products to each visitor based on their interests. Segmentify enables online stores to recommend personalised products to their visitors on the home page, product pages, category pages, basket pages and more. They are able to highlight featured products on a homepage, show variations of a product on a product detailed page, or make personalised recommendations to category pages to catch the attention of potential customers.

Furthermore, it tracks online store’s performance by product, channel, and banner breakdowns, identifies low performers and helps users make better business decisions based on real-time data.

The solution encourages customers to buy by recommending trending, most purchased or most viewed products, and by offering last minute discounts.

With Segmentify, online retailers can target and engage visitors on websites, or retarget them with exit intent pop-ups, form-survey pop-ups, web-push notifications, abandoned cart emails, and special offer, campaign, and personalised product recommendation emails.

11. Hotjar is a website and mobile analytics tool, enabling web developers, analysts, digital marketers and more, to optimise the usability and conversion rate of their websites.

The solution combines both analysis and feedback tools to give users insights into how visitors interact with their site, how they could improve that user experience, and, ultimately, how they might increase conversion rates. With Hotjar, users can think like an actual website visitor, understand their mind-set and identify issues that are frustrating to them.

Through features such as heat maps, visitor recordings and funnels, the platform enables users to visualise visitor interaction on their site, understand where drop-offs occur and identify areas for improvement. More direct visitor feedback can be garnered from visitor-facing features, such as customisable surveys and polls which come with support for over 20 languages. These “Voice of User” tools allow developers to hear directly from visitors what they have to say about their user experience. Hotjar also enables users to recruit user testers for research and testing directly from their site.

12. Google Analytics is a web analytics service offered by Google. It provides comprehensive reporting and analytics tools for websites of all sizes. Google Analytics enables users to monitor website traffic, understand user-interaction with their site and generate custom reports, depending on the needs of their business.

Google Analytics collects, manages and consolidates website data showing users how customers engage with their websites, ads, videos and social tools across all of their devices. The solution analyses visitor traffic and enables users to understand their end-behaviour.

The application activates website data. With the right insights, businesses can improve their marketing campaigns and experiment with their web content. Its shows website managers what works well with audiences, and what does not, allowing them to tailor their site content and marketing strategies.

Choosing the best CRO Software solutions

In order to identify the best CRO Software solution for your business, it is important to determine what functionality each platform provides, because whilst all programs have the general intent to improve conversion rates, they tend to address one or more parts of website performance, and visitor behaviour. Therefore, research capabilities and benefits carefully in advance, and sign up for unpaid plans or free trials of the leading CRO tools.

Types of CRO software

CRO systems are designed to help under-utilised websites and can be categorised into three main types.

Bounce/Exit Rate Reduction solutions– these aim to calculate exit rates, test users and identify the main factors that cause visitors to leave or abandon a website or page;

Funnel Optimisation, A/B Testing and Heat Mapping programs – such systems are designed to make website marketing competitive, and evaluate traffic sources end to end; and

Landing Page Optimisation Software – this helps users optimise titles, proof points and calls to action to improve the visitor experience and conversion rates.


Business owners can use CRO software to understand the needs of their website visitors and customers, and provide them with an enhanced user experience. Such platforms enable them to identify and discover complications and issues inside the sales funnel, and improve conversion rates.