Everybody wants to optimize their website. It doesn’t matter if your company is big, small or even if you’re just going solo. In 2022, people expect that when they visit a website, it will be a smooth experience, and they can find what they are looking for without getting tangled in a web of confusing menus or slow pages.
To tackle this increasingly important issue, Conversion Rate Optimization (CRO) has become a prevalent role over the past few years. Having someone dedicated to learning what works on your website and continuously optimizing to improve your customer experience is an invaluable asset to have. Software companies have caught on to this trend and can see how important it is. As seen below, a quick search on Google Trends even shows that the number of searches for conversion rate optimization has increased by roughly 75% from 2015.
However, the dilemma for CRO specialists now is - there are so many tools to choose from, which is the best fit for you and your needs? In this blog post, we’ve made your job a little easier by compiling a list of 8 of the best CRO tools on the market in 2022.
Google Analytics is a life-saver for anyone with a website, but a must-have for anyone working in CRO. According to W3Techs, 55% of all websites have Google Analytics installed.
Being a free tool, it certainly is packed full of features. You can measure almost any interaction with your website, as well as vital information about your visitors. You can monitor metrics such as page views, unique visitors, button clicks, and time spent on page (just to name a few). On the audience insights side, you can see what channels your visitors are coming from, where they are located, what device they are using and much more. If there’s a metric you want to measure on your website, you can almost always do it with Google analytics.
Adobe Analytics is an excellent analytics solution that enables you to track your full user journey across multiple channels. This can include your website traffic, but also email marketing, apps and much more.
It can help you answer all those tough questions like where are users coming from, and why do they come to your site? And once they do get on your site, what would be the best product or page to show them?
Some of the features include Ad hoc analysis, which lets you build custom analysis projects by dragging and dropping various data tables and v into a project. Flow analysis, which v where visitors left your site or which pages they continued to. And advanced segmentation; enables you to discover the most statistically significant differences between your segments with an automated analysis of every metric and dimension.
UsabilityHub is a remote user research platform that allows you to get a better understanding of why your users make certain decisions on your website. You can do this in multiple ways, one of which is First Click Tests. This feature helps you to test the effectiveness of your content hierarchy by measuring how people complete tasks using your designs. A great example of this can be seen below in a first click test that asks users where they would click to accomplish a certain task:
Another great feature of UsabilityHub is Prototype tests, which will gather user feedback directly from within a Figma prototype. So you don’t need to go live or even develop your solution before you can start gathering feedback. And of course, the five-second tests, which helps to optimise the clarity of your design by measuring your users’ first impressions and recall after seeing a page for 5 seconds.
UsabilityHub also offers preference tests and design surveys. All of which can be used to better understand your users and make informed decisions.
UserTesting enables you to get real first-hand feedback directly from real participants. It essentially will allow you to create a test plan that requires users to perform specific tasks, which is then shared with a segmented target audience of your choice. The platform has a large network of test participants from different countries, demographics and a variety of B2B and B2C users as well.
Once you have selected your target audience, your testing begins. Your product or prototype is shared with the user, and they record themselves navigating through the interface and trying to complete the assigned task. Participants are instructed to ‘think out loud’ so that you can know what’s going through their minds as they complete the task.
Once the test is complete you can of course watch the recording, but the platform also offers visualisations in various different kinds of charts, as well as transcripts and customised metrics to get the qualitative and quantitative insights you need. Once your testing is complete, you can export your results to one of your preferred tools like Slack, Jira or Trello through their native integration.
Google Optimize is a free web optimization tool that allows you to test different combinations of content on your website. It’s also natively integrated with Google Analytics, so you can quickly identify problem areas and turn them into a hypothesis which can be tested on Google Optimize.
With all of this great functionality being provided for free, it’s a hard argument not to include Google Optimize in any top CRO tools lists.
VWO Testing is a web testing platform that allows you to create different variations of your website with minimal development assistance. They offer a point-and-click visual editor which allows you to edit any element on your website (text, images, shapes etc.) all without writing a single line of code. For copywriting, VWO testing even offers an AI copy generator which will suggest copy alternatives for you within the editor.
The tests are not just limited to A/B tests. It’s also possible to create multivariate tests and split URL tests if you wish to use two different URLs of the same landing page. The segmentation feature will also enable users to run tests based on visitor behaviour. For example, if somebody is looking at a page for more than a certain amount of time, or if they clicked on a certain element.
On top of all the great testing functionality, the reporting offered by VWO testing is second-to-none. You can segment your reports based on user characteristics, such as new vs returning users, device type and query parameter. If you add on the VWO insights module, you can also understand how visitors interact with your page using heatmaps and session recordings. All of which can be kept in a neat repository of learnings with VWO Plan.
The Instapage platform provides everything you need to build personalised landing pages that meet each of your segments’ needs. By creating several pre-designed versions of your landing page that are tailored to each of your target segments, Instapage will enable you to match these landing pages to your target audience dynamically by pairing them with certain ads and visitor-level data such as keywords, firmographics and demographics. Additionally, it’s also possible to customise landing page experiences based on UTM parameters, which can come in handy for organic campaigns and social posts.
The platform also comes backed with optimization tools such as A/B testing, heatmaps, analytics and real-time reports.