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32 CRO Tools Every Digital Marketer Needs in 2020
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Conversion Rate Optimization (CRO) is a full-time job. However, with the right CRO Tools, any marketer can fix a leaky conversion funnel. You don’t need to be a plumber to use a spanner, and you don’t need to be an expert to use these CRO tools.

Together, we have over 60 years of website optimisation experience. This means we have clocked-up hundreds of hours working with the right tools (and the wrong ones!) This list will give you the benefit of our experience, helping you to get your funnel water-tight!

CRO Tools

32 CRO Tools To Fix Your Funnel

As we already offer a guide to the best A/B testing software, this list only includes a few of these CRO tools. Most of them are free but any prices are given in terms of £/month (based on monthly plan prices when they are available). All reviews are based on personal experience or customer feedback. 

So, you think you have a leaky funnel? The first step is to see where the leak is. These CRO tools gather performance data in the form of visual displays or reports. Unlike platforms such as Google Analytics, they focus on user behaviour.

1. Mixpanel 

(Freemium trial – Get a quote on request)

Mixpanel tracks your users and visualises their data for you. These visual displays are available in “Out of the Box reports”. The User Interface is quick and intuitive, the platform handles large amounts of data without crashing, and the customer support is rated highly. However, interventions in the form of triggered messages are best served with an alternative tool. 

Mixpanel - CRO Tools
Analyze user behaviour across your sites and apps. Then send messages and run experiments from what you learned–all in Mixpanel

2. Amplitude 

(Freemium trial – Get a quote on request)

Amplitude has been designed primarily for SAAS companies. It tracks a range of events beyond the normal clicks and impressions, telling you when a customer has watched a video or performed a search. If you need to answer complicated questions such as “which of my product’s features do customer use most regularly?” this tool is ideal. However, paid monthly plans are very expensive. 

See how Amplitude helps you understand your users, rapidly release better product experiences, and grow your business.

3. Woopra

(Freemium trial, paid plans from £794 to a custom quote)

Woopra provides a similar solution to that of Mixpanel, tracking user behaviour and helping you to answer questions about how people use your site. It allows you to focus on any individual user, and to observe behaviour in real time.

No hours sank into aggregating and cleaning data. No complex SQL queries required. Just the answers teams need to make smarter decisions, fast. Now, that’s data-driven.

4. Heap Analytics 

(Freemium trial, paid plans from £397 to a custom quote)

Heap has a unique proposition for an analytics platform; it doesn’t just capture data, it records EVERY action performed by your users. The interface is simple, the system can be up-and-running in minutes, and the visualisation of your data is powerful. However, managing multiple sites with the same account has caused problems for some users.  

Heap automatically captures every web, mobile, and cloud interaction: clicks, submits, transactions, emails, and more. Retroactively analyze your data without writing code.


You have a good idea of where your funnel is leaking – the next step is to try your speed. Turn the tap on and watch the water run – any blockages will be obvious. To get a sense of which parts of your site might be slowing the whole thing down, check the speed on your home page, each category, and a standard product page. 

5. Google PageSpeed Insights 


A simple, fast and effective page-speed analyser, with no strings attached. This is the ultimate pick-up-and-use CRO tool. It’s simple, versatile, and free, but even the biggest web developers use it.

Google PageSpeed CRO Tools
Get your PageSpeed score and use PageSpeed suggestions to make your web site faster through our online tool.

6. Pingdom 

(From £9.95 to £164)

A page-performance dashboard that shows the loading speed of your site in real-time. It is based on feedback from actual visits, and displays performance data in clear visual charts. 

We help you gain instant insights into your website’s availability and performance so that you can outsmart competition with an amazing end-user experience.

7. Sitechecker

(From £11 to £77)

Sitechecker provides SEO and “website health” monitoring by subscription, as well as one-time page and site audits. For subscribers, the tool monitors backlinks, SEO formatting, page speed and usability. Whilst the initial site-scan provides less detail than with other tools, there are helpful tips for improving your loading speed.

Detect all technical SEO issues in one place, fix them and get more organic traffic, satisfied users and sales

8. Dareboost 

(From £53 to £331)

A front-end performance-monitoring tool. Without any installation, it reports on Search Engine performance, tracks user insights and measures loading speeds.

Without any installation, we continuously analyze your web pages to detect quality and loading time issues. You can see the evolution of your pages’ major performance indicators on your dashboard at any time.


This is when you begin to understand the problem. User behaviour software (such as heatmaps, scrollmaps, and session recording tools) allows you to see how visitors experience your site. These CRO Tools show you the nuts, bolts and pipes as they work.

9. Smartlook 

(Free plan available, paid plans up to £88)

This tool records the screens of website visitors, showing where they clicked and how they interacted with website features. The tool is particularly useful for comparing the different habits of mobile and desktop users.

Smartlook - User Behaviour CRO Tool
Start understanding the ‘whys’ of your users’ behaviours with clear, visual insights. With session recordings and event tracking, you get the complete picture.

10. Usability Hub 

(Freemium trial, paid plans up to £314)

UsabilityHub is an opinion-gathering platform that allows you to sample responses from software users. It features a range of data-gathering formats, like first click tests, five-second tests, preference tests, and design surveys, and you can download the resulting data in csv format. 

UsabilityHub - User Testing CRO Tool
UsabilityHub’s user testing platform and research panel help you improve the UX of your apps and websites. Get feedback from real people

11. FullStory 

(Free plan available, paid plans from £674 up to a custom quote)

Provides curated recordings so that you can watch back particularly revealing user sessions. One particularly useful feature is the ability to filter sessions according to different types of “friction” behaviours (“Rage Clicks”, “Thrashed Curser” or abandoned forms).

Fullstory captures more data than any other digital intelligence platform and makes it easy to solve problems, find answers, and optimize your customer’s experience.

12. UserTesting

(Get a quote on request)

Whilst 75% of companies believe they are “customer-centric,” only 30% of consumers agree. UserTesting aims to bridge this “empathy gap” by connecting product developers and service providers with their consumers. Pre-formatted questionnaires and video interviews provide actionable data “in less than a day.” However, with no pricing visible on the product website, you better be ready for a premium price-tag.

Build better experiences and make more informed decisions by putting the customer at the centre of your business.

13. Hotjar 

(Freemium plans available, paid plans from £25 to custom quotes on request)

An old favourite from the user-behaviour category. It has been built with marketers in mind, and the emphasis is on usability. In addition to the usual heatmaps, surveys and session recording, Hotjar offers instant feedback messaging and test-user recruitment.

Everything your team needs to uncover insights and make the right changes.

14. CrazyEgg 

(From £19 to a custom quote)

One of the best-known user behaviour tools available, providing all of the usual mapping and recording features. There are a number of options for visualising user behaviour, including “click percent reports” and “confetti snapshots”, but the underlying technology is the same. An old tool this may be, but a sturdy one.

Over 300,000 websites use Crazy Egg to improve what’s working, fix what isn’t and test new ideas.

15. 5-Second Test 

(Free plan available, paid plans up to £314)

A Five-Second test is a powerful user experience experiment that tests how much of an interface a user can recall after just five-seconds looking at it. If you need to make sure you are concise and communicate your value quickly, this sort of test is perfect. This platform collects participants, primes them for the test, and then collects the data from the tests.

Five second tests are a method of user research that help you measure what information users take away and what impression they get within the first five seconds of viewing a design.


You might think you understand your customers, but how can you be sure? These CRO tools get you up to your wrists in data.

16. Google Forms 


A robust tool for creating quick surveys and visualising responses. Forms can be shared between multiple collaborators and responses generate graphs in real-time. The data is saved directly to your Google Sheets.

Google Forms CRO Tools

17. Survicate

(Free plan available, paid plans up to £200)

Survicate presents itself as the complete customer feedback system. In essence, it is a surveying platform that integrates with your website or software. The questionnaires themselves are easily customisable, and the service is scalable so that it grows with your business.

From website optimization and customer satisfaction surveys to complex customer insight processes integrated with your email campaigns – we’ve got you covered.

18. SurveySparrow

(Free plan available, paid plans up to £47 per user – minimum 5 users)

Like Survicate, Survey Sparrow aims to provide a comprehensive feedback loop, so that you get useful responses to design changes and instant warnings when things go wrong. The developers have tried to take the platform one step further, and enable you to easily act on reports. However, other than communicating insights with your team members, the actionability is limited.

Grow your business with the continuous feedback loop.

19. Survey Monkey 

(From £32 to a custom quote)

Allows anyone to create feedback forms, employee surveys, questionnaires or simple question boxes. The surveys can be branded with company logos, responses can be made anonymous, and reporting is automated through pre-generated graphs. Some users prefer the formality of Google Forms, and others have complained about being automatically enrolled in a premium category.

We make it easier than ever to create polls and survey questionnaires for learning about anything from customer satisfaction to employee engagement. Sign up to access our library of sample survey questions and expert-certified

20. Qualtrics 

(Freemium trial – Get a quote on request)

A more sophisticated package, providing further customisation, distribution and reporting options than the alternatives. It presents itself as an all-round survey, feedback and tracking system, and includes an impressive knowledge base to draw from.

Get answers to your most important market, brand, customer, and product questions with survey software that can handle everything from simple questionnaires to detailed research projects for the world’s biggest brands.

21. TypeForm

(Free plan available, paid plans up to £55)

Typeform is a flexible solution for creating highly customised feedback and research questionnaires. The tool also provides analytics on your questionnaires.

The most important online interaction for a business is the exchange of information. Don’t leave it to chance.

22. Qualaroo

(From £158 to a custom quote)

Qualaroo allows you to integrate user surveys within your website. Having partnered with IBM, Qualaroo emphasises automation and data analysis. The features they have innovated include  “Sentiment Analysis”.

Analytics tell you what people are doing on your website. Qualaroo tells you why. Qualaroo insights lead to smarter tests and faster improvements in your website’s performance.


Whether the water is running, or you can’t shift the clog, your next step is the same: testing. If you want to go beyond the guesswork, these CRO tools allow you to perform on-site experiments.

23. Convertize

(From £45 to £699)

Convertize is an A/B testing tool designed for marketers, not developers. The Smart Editor is built for drag-and-drop editing, and the AI feature manages traffic responsively (so you don’t have to worry about a sudden downturn in conversion rate). Although the platform does not offer Multi-variate testing, this is only a realistic concern for the largest companies. 

Convertize is the easiest way to AB Test your ideas. Change anything on your website. Add Social Proof Nudges to convert more visitors into buyers.

24. Google Optimize


This is a great tool for web developers thinking about simple A/B tests. However, the interface and analytics are less well-suited to marketing teams with big ideas. If you’re not sure about A/B testing, the fact that Optimize is free is a big plus. 

Make a great impression on each and every visitor. Easily run tests on your website – for free – so it works better for your customers and your business.

25. Optimizely

(Get a quote on request)

This is one of the oldest and most powerful CRO tools on the market. It allows major marketing departments and software development teams to apply a “culture of optimization” to their offerings. However, this is undeniably an enterprise tool (with an enterprise price-tag).

Optimizely is the world’s leading experimentation platform, empowering marketing and product teams to test, learn and deploy winning digital experiences, every time.


With any DIY marketing project, you may need to order in some parts. These CRO tools allow you to create new pages in minutes. 

26. Unbounce

(From £79 to £396)

Unbounce allows you to create and customise Landing Pages, popups and sticky bars. One of the major advantages of this tool is the way it integrates with Google Ads.

landing page cro tool

27. LeadPages

(From £19 to £152)

To complement an attractive range of landing-page templates, LeadPages has developed a number of additional features. For example, the “Message-Match Ads” feature produces Facebook and Instagram ads based on the content of your landing pages. Other features, such as lead management support, drag-and-drop widgets, an image library and A/B testing facilities, make this an intriguing proposition.

Leadpages is the most effective, affordable way for small businesses to connect with an audience, collect leads, and close sales. Easily build landing pages, pop-ups, alert bars, and beyond.

28. Lander

(From £39 to £79)

Lander includes many of the features offered by LeadPages, but they have chosen to emphasise features like Dynamic Text Replacement and integrations with systems like Paypal. The customisation options are slightly less comprehensive, and the templates appear to be more limited, but this is still a very strong tool.

Start building landing pages in minutes with the best landing page designs!

29. Landingi 

(From £31 to £221)

Landingi is a less expensive and simpler tool than Unbounce. It is very easy to use, even though the customisation possibilities are more limited.

With Landingi you don’t need any programming skills to create and optimize your own custom landing pages to convert traffic from your digital campaigns into customers.


If you have a great proposition, you need to hammer it in. Nudge notifications allow you to communicate real-time information and leverage powerful principles such as social proof, urgency and scarcity. 

30. Nudgify

(Free, £4 to remove branding)

Nudgify is one of our in-house tools. It provides a way for Shopify store owners to install Social Proof, FOMO and urgency notifications. The restriction of this tool to Shopify prevents it from featuring higher up this list, despite the fact that it is more customisable than the other options. One of our favourite features is the “Low Stock” nudge, which is generated from real-time stock data and has been proven to increase conversions. The app provides messages in almost all modern languages and uses AI to deliver the best nudges at the best time.

customer notification solution

    31. UseProof

    (From £23 to £237)

    UseProof provides a full range of interventions and messages delivering Social Proof messages. Features like “Hot Streak” notifications and live visitor counts apply urgency to the purchase decision, whilst geo-targeted activity notifications apply the principle of Implicit Egotism. 

    Proof is on a mission to help grow your online business by letting your customers sell for you. Trusted by over 3,000 businesses with an average conversion lift of 10%.

    32. FOMO

    (From £31 to a custom quote)

    The principal of Social Proof and FOMO messaging is not specific to this tool, but it applies these messages through highly persuasive visual notifications. The customisability of the notifications allows you to communicate through both their content and their tone. There are some nice additional features, too, such as AI optimization and geo-location.

    Fomo increases trust, traffic, and sales with social proof automation.


    If your funnel keeps your business going, these tools are your livelihood. That means you need to keep them in order, practice using them, and experiment whenever a new one comes along. 

     The most important part of a Conversion Rate Optimization strategy is getting your value proposition right. If you aren’t providing your customers with real value, no selection of CRO tools will help you to convert. Choosing the right CRO tool is important, but it is not enough on its own to guarantee improved conversion rates.

    As with any other type of tool, you have to know how and when to use it. For example, when used alongside an effective email and landing-page strategy, these tools will allow you to generate significantly more leads from your contact list. To compare your own conversion rate with the industry average, visit our guide to eCommerce conversion rates

    Philippe Aimé

    by Philippe Aimé

    Philippe is the CEO of Convertize. He created his first website in 1998 and has spent the past 20 years finding ways to make digital marketing more persuasive. He now heads a team of CRO consultants.

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    Philippe is the CEO of Convertize. He created his first website in 1998 and has spent the past 20 years finding ways to make digital marketing more persuasive. He now heads a team of CRO consultants.

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