19 Best Conversion Rate Optimization Tools + Software [2025]

Conversion rate optimization (CRO) is incomplete without the right tools. To aid you in your optimization journey, a curated list of the best conversion rate optimization tools has been provided in this blog. But before delving into the list, let’s first explore what CRO tools are and when you need them.

What are conversion rate optimization tools?

Conversion rate optimization tools are software platforms that marketers, developers, and UI/UX designers use to dig into user behavior, identify roadblocks, and run experiments to improve the user experience to boost conversion rates.

CRO tools can be standalone solutions or bundled platforms. Common features include:

• Heatmaps
• Session recording
• Form analytics
• A/B testing
• Personalization
• Feedback tools (such as opt-in forms and surveys)

These tools are essential for overcoming the leaky bucket syndrome and maximizing the returns on business efforts.

When do you need CRO tools?

A website is home to many actions such as button clicks, form fills, purchases, and more. Collectively, these actions drive engagement and conversions.

Experience managers typically evaluate these actions through two lenses:

• Macro (site-wide): To understand overall website performance
• Micro (visitor-level): To analyze individual user behavior

A CRO tool helps analyze these actions and optimize conversion rates.

But there’s a problem.

Even experienced managers who carefully study customer behavior can miss opportunities if they don’t use the right CRO tools, leaving room for flaws and glitches.

To prevent this, we recommend using CRO tools aligned with each stage of optimization to enhance both your website and business performance effectively.

Before you add any CRO tools to your arsenal, evaluate whether you can build them yourself or buy them after going through the following carefully. 

How to choose the right CRO tools?

Factor	Details
GDPR compliance	Since you’re engaging with visitor data at each stage, it’s essential to ensure that your data collection tools are GDPR compliant.
Integrations	A feature of a good conversion rate optimization tool is integrations with other tools or a facility of open APIs to build custom integrations. It negates data silos when using multiple data analytics tools. This in turn, prevents data duplication, confusion, and related uncertainties.
Security	If you plan to install supporting CRO software on your website, ensure the tool doesn’t get breached, especially when running experiments. Your CRO tools must be safe and secure to use. Single sign-ons, multi-step logins, etc., help ensure security. Check your CRO tool under consideration for these critical features.
A multi-user-friendly dashboard	When selecting a CRO tool, make sure it offers an integrated dashboard where mapping your experiments and other activities is easy. A user-friendly dashboard also allows cross-team collaboration, which is a building block in CRO.

After evaluating the tools, let’s now look at some top conversion rate optimization tools based on different conversion rate optimization stages. 

Top conversion rate optimization tools for different testing stages

The research stage

When it comes to conducting research, multiple CRO tools exist that help map both quantitative and qualitative data. Quantitative data tools, such as web analytics, offer insights into what’s happening on your site. Qualitative tools such as heatmaps, scroll maps, surveys, and the like give context to why it’s happening.

Mentioned below are some of the best CRO analyzer and research tools you can use to collect necessary visitor data to form data-backed hypotheses for your CRO test campaigns.   

Research stage tools – Quick overview

• Google Analytics
• VWO Insights
• Heap Analytics
• Mixpanel
• Usability Hub
• Intercom
• UserPeek

Research stage tools: A quick comparison table

Serial no.	Tool name	Type/Capabilities	Free plan / Trial	Starting price
1	Google Analytics	Web analytics – traffic tracking, sessions, bounce rate, demographics, conversions	Free plan available	Free (GA) / Custom (GA 360)
2	VWO Insights	User behavior research – heatmaps, session recordings, surveys, form analytics, funnels	30-day free trial	$139/month
3	Heap Analytics	Conversion optimization tool – auto-captures clicks, form submits, transactions, clean dashboard	Free plan available	Custom pricing
4	Mixpanel	Product analytics – funnels, dashboards, user behavior tracking, GA data comparison	Free plan available	Growth – $20+/month
5	UsabilityHub	Design validation – surveys, first-click tests, five-second tests, preference tests	Free plan available	$89/month (Basic)
6	Intercom	Customer communication – chat logs, call recordings, support insights	Trial may vary (no free plan)	$74/month (Starter)
7	UserPeek	User testing – prototype validation, site asset testing with real users	Pay-per-test option	$55/test (Flex)

Detailed overview

1. Google Analytics

Google Analytics is one of the best web analytics tools that tracks website traffic and user activities, such as session duration, pages per session, bounce rate, and more in real-time, across various site pages. It also offers additional information such as traffic source(s), visitor location and demographics, page performance, and conversions. It is one of the free CRO tools that has a premium version, Google Analytics 360, to unlock more in-depth insights. 

Cost/month – Free

A customer experience as per G2 reviews:

Google Analytics gives a lot of useful insights about how people are using your website or app. You can see where your visitors are coming from, what pages they visit, how long they stay, and what actions they take. The event-based tracking system is very flexible, and you can set up custom events without needing extra code in many cases. It also works well across websites and mobile apps in one place. Once you understand how it works, you can get a clear view of what’s helping your site grow and where you might be losing visitors.

Lilee Sah L.
Senior SEO Executive

2. VWO Insights

VWO Insights is a popular and must-have user behavior research product for CRO professionals. It helps understand customer behavior through heat mapping tools, session recordings, on-page surveys, funnel analytics, and more. The qualitative user behavioral data you get from VWO Insights helps form thorough hypotheses for your CRO roadmap.

Cost/month: Free plan – for 5000 monthly tracked users, while the cost for the three paid plans (Growth, Pro, and Enterprise) varies with the number of monthly plan users. Visit plans and pricing to know more.

Here’s what one of our customers had to say:

VWO Insights has been invaluable for understanding our customers’ behavior. Instead of guessing, we now make data-driven decisions backed by heatmaps, clickmaps, funnels, and recordings. It helps us identify crucial UX issues and build strong AB test hypotheses. Using VWO Insights, we achieved significant uplifts – such as an 11% increase in product page visits and a 9% increase in sales after implementing customer reviews on the homepage. It’s an essential tool in our conversion optimization process.

Hans Breeuwsma
Conversion Specialist at Bunzl

3. Heap Analytics

Heap Analytics is one of the conversion optimization tools that captures visitor interactions, including clicks, form submits, and transactions, and helps identify behaviors and marketing channels that convert the most. Heap also has a clean data analytics dashboard that’s handy and easy to use. When using the tool, you don’t have to create additional ‘events’ to track basic website interactions, as in Google Analytics.

Cost/month: Four comprehensive plans, including Free, Growth, Pro, and Premium. Only custom pricing is available.

4. Mixpanel

If a popular web analytics tool like Google Analytics sheds light on what’s exactly happening on your website, Mixpanel helps you see who did what. With visitor behavior tracking, you also get the advantage of viewing specific insights into which set of website visitors have entered your sales funnel, which ones are bouncing off, and so on.

Mixpanel also offers an additional second data channel to compare numbers against Google, as it’s never a good idea to trust one tool for all analytical data blindly. 

Cost/month: Free plan, Growth – $20+/month, Enterprise – $833+/month

A customer experience as per G2 reviews:

Two things stood out with Mixpanel for us – how easy it was to set up and start sending events from our application into it. And then how good the web ui tools were and how easy it was to build dashboards and graphs. We now use Mixpanel across our organization as our primary analytics platform.

Brian R.
CEO

5. UsabilityHub

One of the biggest advantages of having UsabilityHub in your conversion tool kit is that it eliminates the guesswork out of design decisions by validating them with real users. In other words, it’s an opinion-gathering tool that enables you to sample responses from real users and make necessary design decisions.  

UsabilityHub comes packed with capabilities, including design survey tools, first-click tests, five-second tests, and preference tests to uncover useful user insights.

Cost/month: It offers a free plan, a $89/month basic plan, a $199/month pro plan, and Custom pricing for enterprise services

6. Intercom

Besides the above-mentioned user behavior research tools, having Intercom in your CRO arsenal is also a must. The tool helps fetch immense, valuable data. Intercom enables experienced managers and optimizers to analyze chat logs, call recordings, and customer support threads to discover any patterns. Recurring questions can serve as useful insights to uncover problematic areas on the website and subsequently fix them to offer a better user experience. Such insights also prove beneficial while drafting testing ideas for your CRO program.

Cost/month: Three plans– Starter ($74/month) and custom plans, and pricing for Pro and Premium plans. 

7. Userpeek

Although Userpeek is not an A/B testing tool, the CRO software surely helps understand how users interact with your website. It enables you to test your site for ideas, hypotheses, and prototypes, and map the performance of existing site assets with real users in the shortest possible time with minimal effort and budget. The tool can give you a clear insight into which direction to follow when it comes to A/B testing.

Cost/month: Flex Plan – $55/test (pay per test); Pro Plan – $211/month. Custom pricing for Team Plan.

The hypothesis stage

Once you’ve gathered and analyzed all the necessary website visitor data using the above-mentioned research tools, it’s time to move to the next stage – create a hypothesis – for your (next) experiment(s). 

A data-backed hypothesis is key to properly running a CRO experiment. Here are some must-have tools to use when crafting a hypothesis.

Hypothesis stage tools – Quick overview

• Craig Sullivan’s hypothesis framework
• Test hypothesis creator
• VWO Plan

Hypothesis stage tools: A quick comparison table

Serial No.	Tool name	Capabilities / Use case	Cost
1	Craig Sullivan’s hypothesis framework	Handy kit for writing strong, data-backed hypotheses. It includes Basic and Advanced versions	Free
2	Test hypothesis creator	7-step online tool (inspired by Sullivan’s legacy format) to draft structured hypotheses	Free
3	VWO Plan	Experimentation management tool – build & prioritize hypotheses, score them (impact, confidence, feasibility, time), track pipeline with custom workflows	Free

Detailed overview

1. Craig Sullivan’s hypothesis framework

Craig Sullivan is a CRO influencer who shares a handy kit with two options to write a good, data-backed hypothesis. Here, take a look: 

While each has its own meaning and relevance, we’d recommend using the Advanced Kit when running high-impact experiments.  

2. Test hypothesis creator

This 7-step test hypothesis creator draws inspiration from Sullivan’s ‘legacy’ hypothesis format. The tool allows you to easily create a hypothesis by filling in the empty form fields. However, we’d recommend you use one more hypothesis creator to validate your hypothesis. 

Cost: Free

3. VWO Plan

VWO Plan enables you to manage and prioritize all your experimentation programs in one single place. It provides an expert-recommended framework that helps you build comprehensive hypotheses. You can also grant scores to each of these hypotheses, based on impact, confidence, and ease, to create a prioritization pipeline. 

VWO Plan gives you the advantage of automating your workflow as well. You can quickly move hypotheses from testing to completion and the archive stage as they move across various testing stages. 

Cost: Free

Here’s what one of our customers had to say:

VWO Platform help me quickly and easily find conversion optimization wins that I can standardize across our whole enterprise. I don’t like to use the phrase “best practice” unless I can prove it, and my proof is in the data provided by VWO.

Brandon Gentry
Director, User Experience at Warner Music Group

Download Free: Conversion Rate Optimization Guide

The prioritization stage

Once you’ve created your hypothesis, it’s time to design, develop, and test the variations you’re planning to run against the original versions. You can either hire a dedicated resource or a team to build A/B testing experiments or use the support provided by VWO. 

Here are some must-have tools for this stage.

Prioritization stage tools – Quick overview

• TestLodge
• VWO Plan
• TestRail

Prioritization stage tools: A quick comparison table

Serial no.	Tool name	Capabilities / Use case	Starting price
1	TestLodge	Test management tool – manage project requirements, test plans, cases, runs, and reporting	$99/month (Team)
2	VWO Plan	Experimentation management tool – build & prioritize hypotheses, score them (impact, confidence, feasibility, time), track pipeline with custom workflows	Free
3	TestRail	Test case & management – create test cases, manage suites, track progress, coordinate with stakeholders, real-time insights, productivity tools	Pricing depends on users & hosting model

Detailed overview

1. TestLodge

TestLodge is another test management tool that helps manage various project requirements, test plans, test cases, test runs, user testing, and related reporting. With a simple and easy-to-learn interface and no user limits, the tool allows you and your entire team to manage respective A/B testing plans, requirements, and test cases, all in one place. Another feature that makes TestLodge stand out is that it’s a web-based, cloud-hosted tool enabling you to access the tool anytime and anywhere you want. 

Cost/month: Team – $99/month, Business – $299/month, and Enterprise – $499/month

2. VWO Plan

Besides enabling you to build hypotheses, with the VWO Plan, you can prioritize multiple experimentation ideas. Each hypothesis can be scored on its winning likelihood, expected impact on macro goals, technical feasibility, and time investment. Additionally, you can manage hypotheses through their entire lifecycle with VWO’s integrated custom workflows. 

At a glance, you can track a backlog of test opportunities, what’s next in the A/B testing pipeline, and which ones have completed their course. 

Cost: Free

3. TestRail

TestRail is one of the leading test case and test management software tools. It enables you to easily manage and track your testing ideas and hypotheses. Its web-based user interface enables you to easily create test cases, manage different test suites, and even coordinate throughout the entire testing process with various stakeholders. The tool also provides real-time insights into your testing progress and even boosts productivity by personalizing your to-do lists, filters, and email notifications. 

Cost/month: The pricing depends on the number of users and cloud and server management.

Pre-testing stage

Now that the treatment is ready, it’s time to run your planned CRO experiments. But before you jump in, ensure to get your sample size and test duration right, as they’re two crucial factors to running a meaningful CRO experiment. Here are some handy tools to help you at this stage.

The pre-testing stage – Quick overview 

• A/B test duration calculator
• A/B test significance calculator
• Sample size calculator
• Split test duration calculator

Pre-testing stage tools: A quick comparison table

Serial no.	Tool	Capabilities	Starting price
1	A/B test duration calculator	Calculates how long an A/B test should run for statistically significant results. It uses a Bayesian test approach	Free
2	A/B test significance calculator	Determines whether an A/B or multivariate test result is statistically significant	Free
3	Sample size calculator	Calculates the sample size required to ensure statistical significance in A/B testing	Free
4	Split test duration calculator	Estimates how long a split test should run based on conversion rate, uplift, traffic, variations, and confidence level	Free

Detailed overview

1. A/B test duration calculator

This handy A/B test duration calculator enables you to easily and quickly calculate how long a test should run to get a statistically significant result. It provides comprehensive insights about the test, optimizations, UI/UX, and more. Additionally, the A/B testing calculator uses the Bayesian test approach to eliminate the chances of implementing non-significant test variations, which may show negative results.  

Cost/month: Free

2. A/B test significance calculator

An A/B test significance calculator is a simple calculator that shows if an A/B (or multivariate) test exhibits a statistically significant result. 

Cost/month: Free

3. Sample size calculator

A sample size calculator helps calculate the sample size of customers that you must consider when running an A/B test to ensure statistical significance.

Cost/month: Free

4. Split test duration calculator

If you’re planning to run a split test, then this is your go-to tool. A Split test duration calculator, as designed and offered by Michael Kjeldsen, shows how long your split test must run based on your current conversion rate and planned uplift, number of variations being tested, average daily traffic, and statistical confidence level.

Cost/month: Free

Testing stage

Testing stage tool – Quick overview

• VWO Testing
• Five-second test

Testing stage tools: A quick comparison table

Serial no.	Tool name	Capabilities	Free plan	Starting price
1	VWO Testing	Comprehensive experimentation tool – A/B, split, multivariate testing, visual, and code editor	30-day free trial	$185/month
2	Five-second test	Validates first impressions in 5 seconds – collects insights on user actions, clarity, and brand perception	Yes	$89/month

Detailed overview

1. VWO Testing

VWO is one of the most comprehensive and popular testing tools for all types and sizes of businesses. With VWO Testing, you can easily do A/B testing, split testing, and multivariate testing using its code and visual editor. From A/B testing small changes, such as changing the CTA button position on a product page, to experimenting with multiple page elements, the possibilities of experimentation are endless. The design dashboard is also quite simple and easy to understand.

Cost/month: Free plan: for 5000 monthly tracked users, while the cost for the three paid plans (Growth, Pro, and Enterprise) varies with the number of monthly plan users.

Here’s what one of our customers had to say:

We’ve explored various A/B testing tools over the past two years, but consistently encountered flickering issues that hindered our experimentation efforts. VWO’s user-friendly interface and intuitive design have been a breath of fresh air. The platform’s stability and reliability have significantly improved our ability to conduct meaningful A/B tests.

Richard Rodricks
Innovation Analyst at AutoFlip

2. Five-second test

The Five-second test tool has been designed on the lines that five seconds are enough for customers or visitors to interact with a website’s design and grab the primary message. These five seconds can shed light on useful user insights such as their actions, first impressions about the brand, and more. Hence, the Five Second Test can be a valuable addition to your CRO tool kit. 

Cost/month: It offers a free plan, a $89/month basic plan, a $199/month pro plan, and Custom pricing for enterprise services.

The learning stage

This is the stage where you conclude your tests, close the conversion rate optimization loop, and make a note of all the learnings. With a CRO solution like VWO, you get access to an in-built reporting system to analyze the performance of your tests and customer journeys and pen down learnings for the next set of experiments, irrespective of whether your test wins or doesn’t.

Listen to our conversation with CRO expert Manuel Da Costa to learn how you can build an experimentation ecosystem.

Wrapping it up

This list highlights some of the most recommended CRO tools to support your optimization journey. You can choose a handful of these tools based on your requirements and get started. 

If you prefer a single, integrated platform for all your needs, VWO is your go-to tool.

Whether you’re analyzing user behavior, gathering feedback, validating ideas through testing, or delivering personalized experiences, VWO provides a comprehensive solution. 

Here’s a quick glimpse into VWO’s capabilities:

To explore more, sign up for a free trial or request a demo today!

Frequently asked questions (FAQs)