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The Top 40 Must-Have Conversion Rate Optimization Tools for 2024

Looking to A/B test your site? Improve your conversions? Perfecting your message match? Here are the best conversion rate optimization tools to use.

Ben Kazinik
By Ben Kazinik
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Edited by Mayple staff

Updated November 28, 2023.

The Top 40 Must-Have Conversion Rate Optimization Tools for {year} main image

Struggling with your conversion rate? Not getting enough leads? Stuck and not sure how to move your eCommerce CRO campaign forward? Don’t fret, we got you covered.

All you need is to find the best CRO tool to use. To make it easier for you, we’ve created this super comprehensive list of the best conversion rate optimization tools on the planet. We’ve broken it down into a few categories - tools for A/B testing, data, eCommerce analytics, site conversion, and popups.

Get ready to supercharge your digital marketing efforts and boost your revenue.

Let’s dive in.

A/B testing tools

Google Optimize

Google Optimize is the most popular free tool for setting up A/B tests that should pretty much have all the features you need to get started. Features include A/B testing, multivariate testing, personalization, and redirect tests. It also directly connects to Google Analytics where you can see detailed reports and a dashboard with your test results.


Though Google Optimize is free, most people still need the help of a dev team or an A/B testing specialist to make the most of it.


Optimizely is one of the most popular paid tools for A/B tests and conversion rate optimization. It has a visual editor where you can manually build variations without using any code. Marketers - get excited. You won’t need to bug the development department to get this done.

It also has some advanced targeting and segmentation tools and a bunch more built-in. This is a very powerful solution.


VWO Testing

VWO is one of the most robust A/B testing platforms out there. It has additional features that Optimizely doesn’t have such as - heat maps, observations, on-page surveys, form analytics, funnels, and visitor recordings. It can help you set up multivariate tests in seconds without slowing down your site.


Data analytics tools


Hotjar is one of my favorite conversion optimization tools. It’s one of the most popular plugins for heatmaps and it can also provide actual recordings of your real users going through your site (live). It gets you the data on everything you need to know in order to set up a successful A/B test and improve the customer journey and usability of your site.


Lucky Orange

Lucky Orange is another heatmap tool and it’s specifically geared towards Shopify sites. They have a really easy Shopify integration that takes no time to set up and works flawlessly.



Clicktale is an advanced heat map and digital analytics tool that’s best used for medium to large companies. It offers advanced customer journey analysis, helps you identify the friction points that impact the user journey, and prioritizes issues based on their effect on your conversion and revenue.


Google Analytics

Google Analytics is the most popular site analytics tool. It’s a free resource that displays all the various data you need to know about your site -

  • How many monthly visitors you get
  • The number of button clicks on each page
  • The bounce rate, visit duration, scroll depth, etc.

It’s super powerful but the only downside is that it’s sometimes difficult to set up, especially if you’re an eCommerce brand. And according to some of our Mayple experts, the next version (Google Analytics 4) is going to get even less user-friendly.

A lot of people choose to use paid analytics tools like Simple Analytics which are easier to set up and provide a better picture of the user experience on the site.


Visitor Analytics


Visitor Analytics is another great alternative to Google Analytics. It’s much more focused on privacy, is GDPR compliant, and unlike Google’s product, it lets you own your own data. It also has some additional features - like session recordings and heatmaps - that make it easier to see each visitor’s journey across your site.

It also has feedback tools - like polls and surveys - that let you get customer feedback from your actual visitors in real-time.

Crazy Egg

Crazy Egg is another great tool for site data. It offers heat maps, and surveys, and lets your run A/B tests and visually see your website data. It’s a much more comprehensive conversion rate optimization tool than most tools out there because it has all the various analytic and testing features in one platform.



Fullstory is another great user testing and data analytics tool. It helps you track your users across the conversion funnel and see which elements of your site have the highest impact on conversion rates.

What’s nice is that it lists actions you should take to improve your conversions. For example, it breaks down the types of user clicks into ‘rage clicks’ and ‘dead clicks’ to give you insights into why users click on various elements on your site.

We used Fullstory for Mayple in the past and it was really helpful because it gave us session replays of each user where we could see what barriers they hit in our funnel, and it let us break it down by audience segments.



Mouseflow is another usability testing tool that gives you a full range of features for a very good price. It has a free plan which includes 500 session recordings, heatmaps, funnel analytics,s forms, and audience feedback.


Adobe Analytics

Adobe Analytics is an analytics tool that’s built for enterprise businesses. It’s an alternative version of Google Analytics 360 and has a few more robust features. It can help you integrate offline data, create unique processing tools, tag your data in a smart way, and connect all of your channels together (email marketing, web, mobile traffic).


Woopra is a really interesting tool. It gives you all the analytics you need but it also helps you set up marketing actions based on actionable insights from each of your site visitors. For example, if it notices that a customer is about to churn, it can send them an email or SMS and can alert your team on Slack.



Heap is another enterprise-level conversion tool that sends you proactive insights and alerts built on a completely auto-captured dataset. It also gives you unlimited access to all of your historical data, and the entire process is completely codeless.



Kissmetrics is another analytics tool that’s particularly powerful for eCommerce brands. Remember, Google Analytics is hard to set up for the eCommerce use case, so this is where Kissmetrics steps in to save the day.

It helps you group your visitors into segments or cohorts, view real data on each visitor, and really see the full funnel to figure out where your revenue is coming from.


Want to get more ideas for tools to use for your brand? Check out our list of the top eCommerce tools.

On-site conversion tools


Ever seen those notifications that someone has recently bought the product that you’re looking at? Those are called urgency or cart notifications. There are a ton of tools that can help you and Nextsale is one of the more popular ones.

It easily integrates with Shopify, Woocommerce, Bigcommerce, and even WordPress. This versatile app lets you customize urgency notifications, create regular popups, and make sale countdown timers.



One of the most popular ways to improve your conversions is to display photos of your customers using the product. A great way you could do that is by using a review app that automatically collects customer reviews for you and displays them on your selected pages. Loox is one of the most popular Shopify apps that does that and it’s really powerful because it’s specifically built for Shopify.


It has a special popup and a sidebar element that prompts your customers to leave a photo review and it can send automated emails to them offering discounts as well.


Pixlee is another UGC app that has some really powerful features. It can collect specific images from Instagram posted by your customers (based on a hashtag or a mention) and display them on their corresponding product pages on your site.

You can also use Pixlee to create social photo contests & campaigns, lookbooks, and review pages on your site, and homepage galleries. Last but not least, you can also connect your Shoppable Instagram to Pixlee and track your conversions.



Buzzsumo is a content optimization tool that helps you find the most popular pieces of content on any topic. You can use that information to optimize your pages, add the right keywords, and cover the right topics to increase your conversion rate.

Improving your content not only helps you meet the expectations of your potential customers but also improves your search engine optimization efforts.


Google PageSpeed Insights

If your site takes a long time to load it can negatively affect your conversion rate (and your search rankings). Studies show that for every second the site loads faster the conversion rate improves by 17%. Google’s PageSpeed Insights tool checks your site speed and gives you suggestions on what to improve.


User engagement tools

This is really cool chat tool that allows you to not only build chatbots on multiple channels but also lets you combine them all into one unified inbox. This way you can see all of your customer responses from Messenger, SMS, WhatsApp, Facebook conversational ads, AdLingo ads, and a host of other channels in one place. provides a really powerful way to engage with your customers quicker and increase your conversions.



Jivochat is another customer engagement tool that helps you set up a chatbot on your site. It’s essentially live chat software that helps you see all the conversations you have with users on Facebook, Whatsapp, Telegram, Gmail, Instagram, and a few other platforms.


The great thing about this tool is that it’s incredibly less expensive than Jumper with a free plan and a paid plan that starts at $19/mo and supports unlimited messages.

As an eCommerce store, it’s critical that you have popups in place to help your customers convert before they leave your site. There are a bunch of really good ones, here are our top picks.


Privy is one of my favorite popup tools, especially for brands that are using Shopify. We’ve used this tool repeatedly to get 10%+ conversions on our popups. They have a really great wheel popup that is really popular and provides that extra fun element that users love.



Sumo is probably the most well-known popup tool out there and they integrate really well with Shopify and WordPress. It’s a really versatile tool, has all the standard features you need, and some advanced customization as well.



Optinmonster is another really great tool. It provides a wide variety of templates and is by far cheaper than any other popup tool out there (it starts at $9/mo). It has all the analytics and A/B testing features that you need to really improve your popups and increase your eCommerce conversions.



Hubspot has a free version of their software that offers popups + email forms + a CRM. So you can essentially launch your own popups and email forms and convert more of your audience to leads, for free.


Hello Bar

If you’re looking for something more basic then you should use Hello Bar. It’s a great free tool that displays a nice bar on your site with a CTA button. It also has sliders, modals, alerts, and page takeovers. There’s a paid plan if you want to get advanced tracking, targeting, and customization features.


Social proof tools

Social proof is a great way to make your site more personalized for the user and to make it a better experience for them. Here are some of the best social proof tools for your eCommerce store.


Provely is absolutely the easiest social proof notification tool you can find. This is perfect for someone that’s just starting out and wants to slap something on their page and move on to the next thing on their plate.

It’s really simple to install, just one line of code, and lets you select whether you want to use live data or historical data from previous weeks/months. That way you can display a larger array of customers and bolster your standing in the eyes of your users.



TrustPulse is by far the most affordable social proof tool that you can find. It's quick and simple to install, no coding is needed, and it integrates with all of the top eCommerce platforms. It provides a great way for e-commerce sites to increase customer trust levels.



Yotpo is much more than a tool, it’s more of a platform. It has social proof notifications as well as UGC and customer reviews. It has a variety of email features that help eCommerce stores collect reviews, ratings, and answer questions.


Here’s an example of their social proof widget:



This tool takes FOMO (fear of missing out) to a whole new level.

Fomo’s widgets have much more functionality as they can display a much greater variety of notifications.

For example, you can display when a product was delivered to one of your customers, in real-time. Who wouldn't want to purchase after seeing this?


What I really like about Fomo is that they are all about honesty. They don’t artificially boost the site activity in their widgets as other tools do.



Proof is one of the easiest tools to use. It has both the social pulse notifications feature as well as a really advanced site content optimization tool. This is a great tool to use for A/B tests if you are trying to improve a conversion rate on a specific page.


By the way, if your site running on Shopify checkout this super-comprehensive list of Shopify apps to improve your conversion rate and boost your sales.

Landing page tools


Sometimes if you want to split test something it’s easier to create a few landing pages from scratch and send traffic to them. And if you use a landing page builder like Unbounce you can avoid getting the dev team involved, which saves you lots of time and helps you make business decisions much faster.

Unbounce has a smart builder feature that uses data to build your page for you. All you need to do is to put in your text and it even writes the copy for you. It also lets you run A/B tests and uses data to funnel the traffic to the best pages you’ve built.


Vyper is a lead generation tool that helps you set up giveaways and contests for your audience. It has hundreds of landing page templates you could use to set up a campaign in minutes and send it to your email list.



Interact is another lead generation tool that lets you build quizzes for your audience. It’s on the fringes of CRO and has to do more with social media strategy but we thought it’s still important to include it on our list.



Instapage is one of the most robust landing page tools with a ton of really cool features. It lets you collaborate with your co-workers on a page design, has a drag-and-drop interface, and all the various split testing and analytics features built in.

Customer feedback tools

Google Forms

Looking for a way to get customer feedback but don't want to pay for a tool just yet? Here’s a tool for you. Google Forms lets you design and send out free forms and then analyze the form submissions. It lets you see a summary of your data and the answers of each individual.

It’s built like the rest of the Google apps. You can have your co-workers edit the form, send it to your audience, and share the results with your team with just a few clicks.



The best way to know what your user or customer experience in real-time is by conducting a live interview. Here’s the platform that lets you do just that. User Testing helps you do live interviews, messaging testing, and usability testing. Everything is recorded on video and you can actually select participants to match your target audience before you onboard them to your test.


Attention Insight

Here’s a tool you can use to get audience insights on your project before you launch it. That includes landing pages, ads, and even packaging. A unique feature it has is a design comparison where you compare two different versions of a page you’re testing and it breaks it down by the clarity of the overall page, the CTA, and the header.



UsabilityHub is a tool designed for usability testing. The free plan includes all of their features and requires you to have your own list of panelists. The paid plans give you access to their audience of 450,000+ people that you can then select based on demographical data. This tool is really intuitive and easy to use.


How to pick the best conversion tool to use

The way to pick the best tool to use is to first identify the problem. What is the main challenge that you are facing? In other words, what is the question(s) that you want to get answers to? Then, look at all your options and pick a tool that can help you get the data that you are looking for.

You could also look at the various types of tools we've mentioned and see if you're missing something. Do you have popups set up? Do you display UGC on your site? Are you analyzing your traffic and conversions? Go through the list, see what you're missing, and pick a tool that's best suited to help you meet your conversion goals.


What do conversion rate optimization tools do? 

Conversion rate optimization tools collect data about your website and your site visitors to help businesses understand how people use your site and identify potential problems they face in the customer journey.

What are the benefits of using conversion rate optimization tools?

There are many benefits of using conversion tools. They can help you get more data on your customers, learn about user behaviors, increase website revenue, increase your current conversion rate, and help you make better business decisions using data. The right tools can turn your CRO campaigns into an ongoing process that improves your average conversion rate and boosts your revenue.

How much do conversion rate optimization tools cost?

There are CRO tools that have free plans. Most start at around $24 per month and go over $99 per month depending on the features and functionality you're looking for.