CRO: The 6 best conversion optimization tools for e-commerce

Are conversions slowing down, or are you on an endless hunt for tools to boost your conversion rate on your webshop?

Well, then we have good news for you:

We have handpicked 6 of the best tools for conversion optimization that provide you with data and insights you can use to make measurable improvements on your webshop.

Conversion optimization (also known as CRO = Conversion Rate Optimization)…

…is actually a very broad concept when it comes to how and what you can optimize for conversions. It is pretty much everything—from the color of a button to the entire design of your webshop.

But regardless of how we turn it, the action behind it is always the same:

Optimizing the conversion.

We will not dive too deep into what conversion optimization is here—we have already done that: Conversion Optimization – How to Increase Your Conversion Rate.

Instead, we are going to take a closer look at the tools that are worth picking up if you are going to focus on conversion optimization.

Tools for conversion optimization, aka CRO tools, are tools that make it easier for you to identify where there is room for improvement.

Instead of guessing where the issue lies (and why conversions are not happening), you get useful insights into:

• Why your visitors are not turning into leads or paying customers
• What you can specifically change or improve to make that happen
• How you can test your changes along the way to see what works (and what does not)

When it comes to tools for conversion optimization, there are loads of options. In this article, we have separated the wheat from the chaff and selected the 6 best.

But before we get to the list (do not worry—we are almost there), let us get clear on the different types of tools available. This will help you choose the ones that best suit your needs.

1. Google Analytics – One Analytical Tool to Rule Them All

Google Analytics is undoubtedly one of the most popular analytics tools for the web in general. It has been installed more than 29 million times, and you probably already have this tool in your toolbox.

That is why we have included it in the list 👇🏼

• You can track nearly everything—from where your visitors come from to how long they stay on specific pages.
• It is free to download—only when you exceed 10 million visitors per month do you need to upgrade.
• You get real-time tracking of your goals—you set these yourself - and they can be anything from the number of purchases to sign-ups for your newsletter.

2. Convert.com – Precise A/B Split Testing and Advanced Personalization

Convert.com is our preferred tool for A/B testing, helping to optimize your pages based on user behavior and data. Convert is known for its precise segmentation and personalized experiences, allowing you to gain a deeper understanding of what works best for your customers.

That is why we have included it in the list👇🏼

• Convert.com integrates easily with Shopify.
• It is user-friendly, and you can easily set up A/B tests, multivariate tests, and split testing without needing to write any code.
• You get advanced segmentation, so you can target specific users with tailored tests and experiences.
• It integrates smoothly with other tools like Google Analytics and Google Tag Manager, supporting your overall CRO strategy.

3. Hotjar – Actionable Insights into Your Visitors’ Behavior

Here, you get a sh*tton of valuable behavioral insights that make it easy to optimize both user experience and conversion rate.

That is why we have included it in the list👇🏼

• Hotjar is intuitive and visually well-designed—perfect for those who quickly lose patience with dry Excel sheets.
• You get behavioral insights in massive quantities—like heatmaps showing how users navigate on your site, allowing you to see what attracts your visitors—and what does not.
• You can collect feedback directly from users and use it to optimize further.

4. Crazy Egg – Spot Behavior, Optimize, and Test

Crazy Egg offers roughly the same functionality as Hotjar—heatmaps of your visitors' behavior, session data, and general visual data. Plus, you can easily test your improvements as you go.

That is why we have included it in the list👇🏼

• You get a visual overview, making it easy to turn data into actionable insights.
• You get testing tools so you can see which versions perform best.

5. FullStory – Track a Visitor Across Channels

FullStory is an analytics tool that tracks digital interactions across multiple channels and spits out actionable data on the other end.

That is why we have included it in the list👇🏼

• You can track and measure interactions across different channels.
• You get heatmaps, session data, and error reporting, making it easy to spot friction points and improve the user experience.

6. VWO Testing – A/B Testing with an Attractive User Interface

VWO Testing, as the name suggests, is a tool for testing with a visually appealing user interface. VWO focuses heavily on the testing aspect, but when combined with other conversion optimization tools, it becomes a powerful part of your CRO team.

That is why we have included it in the list👇🏼

• You can run real-time A/B tests, making it easy and straightforward to assess which versions and initiatives lead to more conversions.

Stop just testing.

You can test until the cows come home, but if you only focus on the part of the customer journey that leads to the final conversion, your success might be a long way off.

In other words: Do not get fixated on one single part of the customer journey—you need to look at it as a whole. And you must use the data to understand the people behind the conversions.

That is the insight that can catapult you ahead of your competitors.

• Running a webshop without conversion optimization tools is like riding a bike with a blindfold on. Sure, it is possible—but that does not mean it is a good idea.

• There are different types of conversion tools—and you must make sure you are covered on all fronts. Some CRO tools can do more than others, but it is absolutely critical that you have data, behavioral insights, and testing tools.

• Keep in mind why all these numbers are so valuable—they provide unique insights into the users and people behind them.