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6 Best Landing Page Analysis Tools: An In-Depth Review
A dedicated landing page for your marketing campaign can drive more leads than a general site page.
But is it as simple as just building the page, monitoring core web vitals, and expecting more leads to follow?
Unfortunately, there’s more to it than that.
The landing page experience plays a crucial role in conversion rates. For example, multiple offerings on a page can decrease conversions by 266%. On the other hand, removing just one form field can increase landing page conversions by 50%. (Source)
To optimize conversion rates, it’s not only essential to monitor web vitals but also to keep an eye on user experience closely and identify what’s working and what’s not. This is where landing page analysis tools come in.
In this blog, we’ll explore top landing page analytics tools that are available in the market.
Best landing page analysis tools: A quick look
6 Best landing page analysis tools: In detail
1. VWO Insights
VWO Insights offers a comprehensive understanding of visitor behavior and pinpoint areas for improvement with the following features:
- Heatmap: Visualizes visitor engagement on a page by tracking mouse movements, clicks, and scroll depth.
- Session recording: Records real-time visitor behavior, showing how visitors navigate, interact, and where they encounter issues.
- Form analytics: Tracks interactions within forms, highlighting fields that cause drop-offs, hesitation, or errors.
- On-page surveys: Collects qualitative insights directly from visitors about their experience.
- Funnel analysis: Tracks the step-by-step journey of visitors through the conversion process, providing insights with heatmaps and session recordings at key points.
Together, these features offer a detailed view of user experience, helping businesses optimize their landing pages for better performance. Plus, if you manage multiple landing pages, VWO Insights has an Insights Dashboard that gives you a bird’s-eye view of landing page URL performance. It scores web experiences from 0 to 100, helping you quickly identify and analyze poorly performing pages.
Why choose this tool?
- VWO Copilot, an AI-powered feature, automates the analysis of session recordings, heatmaps, and survey feedback, saving your team valuable time. Also, it allows you to scale behavior analysis across multiple landing pages, so you can focus on strategic actions.
- VWO Insights is part of an all-in-one CRO platform, letting you easily capture observations and take action, whether through A/B testing or personalization.
- Integrates seamlessly with 40+ martech platforms, including CRMs, CMS, analytics, and landing page tools.
Pricing
VWO Insights offers both free and paid plans:
- Starter Plan: $0 for 5,000 Monthly Tracked Users (MTU)
- Growth Plan: $139/month for 10,000 MTU (billed annually)
- Pro Plan: $329/month for 10,000 MTU (billed annually)
- Enterprise Plan: $775/month for 10,000 MTU (billed annually)
You can also start with a free 30-day trial to see how VWO Insights can help you achieve your business goals.
2. Hotjar
Hotjar is a comprehensive product experience insights platform that provides visual behavior analytics and in-the-moment user feedback. By combining heatmaps, session recordings, surveys, and user interviews, Hotjar allows you to understand user frustrations, identify errors, and gain a deeper understanding of overall behavior on your landing pages.
Why choose this tool?
- Allows you to visualize user interactions, identify engagement patterns, and understand user sentiments on your landing pages.
- Its features, like the feedback widget, allow visitors to easily click on any landing page elements and provide feedback on them. This gives the landing page administrator real-time insights to enhance the user experience.
- Integrates with platforms like Google Analytics 4 (GA4) to filter heatmaps and recordings by specific GA events. Also, with CRMs like HubSpot, you can view session recordings and survey responses within contact timelines, enriching your analysis with both quantitative and qualitative data.
Pricing
Hotjar’s experience analytics package starts at $0/month with the Starter plan. The paid plans begin with the Growth plan at $40/month, with custom pricing available for enterprise needs.
3. Crazy Egg
Crazy Egg offers a landing page analysis solution with heatmaps, session recordings, traffic data, and error tracking. The tool also allows you to run A/B tests, deploy pop-ups, and conduct surveys directly from its dashboard.
Why choose this tool?
- Crazy Egg’s confetti reports provide a detailed breakdown of clicks on your landing page, segmented by metrics such as country, source, device, and more. This color-coded visualization helps identify patterns and areas needing attention.
- Based on valuable insights from heatmaps and session recordings, Crazy Egg allows you to launch A/B tests to determine the most effective elements and layouts for your landing page.
- The tool is intuitive and requires minimal learning, allowing teams to implement changes and optimize landing pages efficiently and quickly.
Pricing
Crazy offers a free starter plan, a Plus plan ($99/month), a Pro plan ($249/month), and an Enterprise plan ($449/month).
4. Zoho Landing Page
Zoho Landing Page offers a comprehensive analysis of your landing page performance. It includes features like heatmaps, scroll maps, and attention maps to help identify key areas of your page and optimize CTA placement.
Additionally, the tool provides form analytics to pinpoint issues in lead generation and enable corrective actions. However, it’s important to note that analytics is available only when you create landing pages using the tool itself.
Why choose this tool?
- Seamless integration with all Zoho apps, along with third-party email marketing platforms, CRM systems, and webinar/event management tools. This integration ensures a smooth workflow, allowing you to manage your campaigns and data across platforms.
- The tool also allows you to run A/B tests and personalized campaigns from the same dashboard, providing a comprehensive solution.
- The ability to give detailed insights into conversion from the lead generation form.
Pricing
After a limited free trial, Zoho Landing Page offers three paid plans: Essential at $29/month, Professional at $37/month, and Enterprise at $59/month.
5. Glassbox
Glassbox offers performance analytics for landing page analysis. Its features include session replays, which allow you to visualize how performance issues impact user experience. Additionally, anomaly alerts notify you in real-time about any emerging issues. Glassbox also tracks core web vitals, providing immediate insights into how technical updates influence user experience and search rankings.
Why choose this tool?
- Real-time performance monitoring ensures that friction points related to conversion forms and CTA in the landing pages are identified without delay and can be resolved accordingly.
- Gen AI-based features to automate data analysis and keep them jargon-free to share them organization-wide.
- Glassbox’s built-in collaboration tools facilitate cross-team efforts to resolve issues quickly, which is beneficial in creating a high-converting landing page.
Pricing
Glassbox offers pricing plans based on its feature set. Specific pricing details are not publicly available and are provided upon request.
6. Matomo
Matomo is a comprehensive analytics solution that provides detailed quantitative data on landing pages, along with basic behavioral analysis through heatmaps and session recordings. Additionally, it allows you to take action on insights by running A/B tests for landing page optimization.
Why choose this tool?
- It’s a platform where you can get quantitative and qualitative data, along with the ability to run experiments.
- Privacy-centric platform that gives full ownership of data and transparency on data to the end user.
- Integration with over 100 martech platforms, including CRMs, CMSs, optimization tools, and more. This flexibility allows streamlining all the data transfers.
Pricing
Matomo offers clear pricing with two hosting options: cloud-based or self-hosted. The on-premise solution is free, while cloud-based plans start at $23/month for up to 50,000 hits, with custom pricing available for larger needs.
Landing page analysis tools: A quick comparison
Here is a quick comparison between all the tools to help you get a quick rundown on their unique capabilities and starting price.
| Sr no. | Tool name | Unique capabilities | Starting price |
| 1 | VWO Insights | AI-powered analysis (VWO Copilot), part of an all-in-one CRO platform. | Starter plan: $0 for 5,000 monthly tracked users |
| 2 | Hotjar | In-the-moment user feedback. | Starter plan: $0/month |
| 3 | Crazy Egg | Confetti reports for detailed click breakdown. | Starter plan: $0/month |
| 4 | Zoho Landing Page | Seamless integration with Zoho apps, detailed insights into lead generation form conversions. Plus, a good landing page builder | Essential: $29/month |
| 5 | Glassbox | Real-time performance monitoring, Gen AI-based data analysis, and built-in collaboration tools. | Pricing details provided upon request. |
| 6 | Matomo | Quantitative and qualitative data, privacy-centric, full data ownership, integration with 100+ martech platforms. | On-premise solution: Free; Cloud-based plans: starting at $23/month for up to 50,000 hits. |
How to use a landing page analysis software?
After installing the tracking code of a landing page analyzer, here are some tips to make the best use of it.
1. Monitor key CTA engagement
Heatmaps, scroll maps, and engagement zone reports help you understand how visitors interact with key CTAs. These tools allow you to assess if your CTAs are easily visible and engaging. For example, if your current CTR is low, the data can guide you to reposition CTAs or adjust their design, such as changing their color or text, to make them more appealing.
2. Analyze lead generation forms
Forms are a crucial element of landing pages. Session recordings and form analytics provide insights into how users engage with your forms, identifying friction points at specific fields. For example, if users abandon the form at a certain field, the analysis helps you identify unnecessary fields.
3. Gather direct visitor feedback
If your landing page isn’t converting as expected, it’s essential to understand why. Using on-page or exit-intent surveys, you can ask visitors directly about their experience and value perception. This feedback helps you uncover misalignments in your value proposition, so you can adjust content to better meet visitor expectations.
4. Analyze post-optimization experience
You run experimentation, personalization, or optimization campaigns after gathering insights. But your work isn’t done after making changes based on the initial analysis. Once optimizations are implemented, use the landing page analysis tool to evaluate how visitors are responding to the new experience. For example, you might identify unresolved issues that can be addressed in the next round of landing page testing to further improve performance.
5. Segment behavior based on visitor demographics
User behavior can vary based on factors like geography, age, and gender. Landing page analysis tools allow you to segment your audience and understand how different visitor groups interact with your page. For instance, if you notice that visitors from specific regions engage differently with content, you can create personalized landing page versions to cater to those segments.
Frequently asked questions
A landing page can be analyzed using various methods, such as conducting offline surveys, leveraging quantitative and qualitative analysis tools, or running controlled tests on a sample group to assess their perception of the page.
Landing page success is measured based on the business goals it aims to achieve. For example, the goal could be generating leads, booking calls, or capturing free demo requests, among others.
KPI for the landing page depends on the business goals and priorities they set. However, some common KPIs are bounce rate, conversion rate, CTR, average time on page, and lead conversion rate.
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