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54 CRO Research Tools
With Insight To Win More Conversions

If you’re a marketer, knowledge of the best CRO research tools can really come in handy. For those of you unfamiliar with the term, CRO stands for conversion rate optimization.
 
It all boils down to making the visitors of your website or landing page take the action you desire. To improve the performance of the website or landing page, you can examine insights from a web analytics software and constant feedback from users.
 
Anybody who’s moderately familiar with CRO knows that there are a plethora of CRO research tools, but they may be unaware of what the best tools are for their needs. I’ve gone ahead and compiled 54 of the ones I think are super. I also noted the pros and cons based on our own internal knowledge and feedback from other users around the web.
 

Research Tool Benefits

The research tool data is important, because it will help you understand how people engage with your content, design, and how they perceive your brand. These tools allow you to discover the visitors worth investing in and give you insight on how to personalize content for that audience. Put bluntly, a company’s profit corresponds to their conversation rate, whether it be on their site, landing pages, etc.
 
Intelligent marketers know how to use all the the robust features of their CRO research tools to their advantage. While a handful of marketers use more “jack of all trade” tools, others opt for more specific tools to fill a specific niche in the marketing strategy. Whatever the case, rest assured that there’s a tool out there for you.
 

Types of CRO Research Tools Defined

CRO research tools can be categorized into two types, Quantitative and Qualitative.
 
Quantitative research provides you with the numbers and hard data about where things are going wrong on your website. This hard data gives you the factual evidence that forms the backbone of a successful CRO series of tests.
 
Quantitative research can help to establish whether the issue is something experienced by a number of visitors, and therefore potentially lucrative, or whether it’s a bugbear of that particular tester that other people generally aren’t bothered about.
 

Let's breakdown some sick CRO research tools.

Let’s breakdown some sick CRO research tools. – GIF source


 

List of CRO Research Tools

 

1) Unbounce

With a flexible landing page builder, built for customer service, loads of integration support, and plenty of A/B testing features, Unbounce is just a taste of what makes Unbounce so good.
 

Unbounce A/B Testing interface, each with their own stats

Unbounce A/B Testing interface, each with their own stats


 
Here are some of the pros:

  1. Handful of great CRM tools to integrate with offering great lead gen flexibility — Salesforce, Marketo, Zoho CRM, and Infusionsoft, to name a few.
  2. They also have a webhook tool that can push your lead data to a third-party tool that we may not necessarily integrate with directly out of the box.
  3. Very intuitive landing page builder with drag and drop capability that allows for creation of virtually any page to be done easily
  4. A/B testing feature is straightforward and access to page editor is quick. Unbounce will automatically cycle through those variants based on a weight percentile you assign to each variant. From there, you can see which variants are performing the best and optimize from there.
  5. Unbounce’s biggest standouts are the level of customization you get in the builder itself as well as our support team, which is available nearly 24 hours a day, Monday through Friday.

 
Here are the cons:

  1. A couple UI hiccups in landing page builder such as issues grabbing elements, no pixel display, and frequent logouts (just recently implemented). Thankfully, UB does its best to implement improvements and makes fixes to the tool nearly everyday.
  2. No alignment tool or measurement tool in the builder
  3. Lacks “Regenerate Mobile” features of other editors that allow for easier mobile synchronization.

 
This is one of our essential tools at KlientBoost and has seemingly limitless options in terms of CRM integration, A/B testing, and analytics. Its sheer versatility and features are enough to keep it afloat amongst a few minor editor issues.
 

2) Google Analytics

Google Analytics (GA) is the most common and widely used analytics tool used by marketers and for good reason. Its usage stats rank 54.1%, which means GA is used in more than half of all websites using traffic analytics. It was launched in 2005 after Google acquired Urchin.
 
Here are some of the pros:

  1. Integration properties, including tight AdWords integration
  2. Very user friendly and easy to use
  3. Great UI and great data visualization capability
  4. Considering its capabilities, it’s faster than a lot of the traffic analysis tools out there
  5. Well-implemented features including multi-channel analysis, motion charts, enhanced ecommerce reporting.

 
Here are some of the cons:

  1. Can require a bit of strategic setup
  2. Does not stitch user IDs retroactively
  3. Lacks ability to integrate with non-Google platforms. This means we have to manually import cost, impression, and click metrics.

 
This is another one of our essential tools at KlientBoost. Users can review online campaigns by tracking landing page quality and conversions. Goals include sales, lead generation, viewing a specific page, or downloading a particular file.
 
Here’s another fantastic blog breaking down everything you need to know about analytics.
 

3) Woopra

Woopra is a tool that allows users to observe customer activity on their site or app. Users can learn how engaged each customer is, and exactly what actions they performed — all in real-time.
 

Example of Woopra’s comprehensive user profiles

Example of Woopra’s comprehensive user profiles – image source


 
Here are some of the pros:

  1. Helpful monitoring of customer interaction
  2. Automated data-driven actions such as displaying personalized content or real-team notifications
  3. Extensive tool integration with more than 40+ tools including Facebook Marketing (ad audiences), LiveChat, Slack, Google Drive, Salesforce, HubSpot, and more.

 
Here are some of the cons:

  1. Does not include as broad a view of web analytics as Google Analytics does
  2. Occasional connection hiccups
  3. The interface does not make tools such as building segments and creating filters

 
Though not one we use regularly, Woopra allows for optimization of the customer life cycle by delivering live, granular behavioral data for individual website visitors and customers.
 

4) Adobe Analytics

Adobe Analytics allows you to take all your customer interactions and transfer that info. into offline data. Its features include analytic essentials including real-time analytics, mobile app analytics, funnel tracking, and predictive intelligence across different digital experiences.
 

Segmentation in Adobe Analytics

Segmentation in Adobe Analytics – image source


 
Here are some of the pros:

  1. Handful of analytic tools at your disposal including analysis workspace, segmentation IQ, reports and dashboards, data storage and APIs, ad hoc analysis, real-time automation and much more.
  2. Exclusive Adobe features and customizability
  3. This program is very detailed and allows the user(s) to connect, share
    and review content.

 
Here are some of the cons:

  1. Typically used for enterprise users only
  2. Can be pricey (In stark contrast to free Google Analytics, Adobe Analytics will likely cost you well over $100,000 per year. Cost varies according to traffic volume and the service level, and depends on the needs of your company.)
  3. Faces serious competition with Google Analytics, which is both easily accessible and widely used.

 
While Adobe Analytics offers additional complexity and customizability, their biggest bane is price, which is why people typically favor tools that have a nice balance of price and features. Still, if you have a larger corporation, Adobe Analytics might be more up your alley, especially due its integration with other Adobe software (which your company might already use).
 

5) Kissmetrics

Kissmetrics is an insightful analytics tool developed in 2008. It has cool features such as multi-channel marketing, engagement metrics and much more.
 

Kissmetrics funnel reports

Kissmetrics funnel reports – image source


 
Here are some of the pros:

  1. Handful of commonly used integrations that are easy to integrate
  2. Great tool for SaaS businesses due to visitor stitching properties
  3. Fantastic and thorough funnel report feature with flexible design, drag and drop properties and numerical property values
  4. Configured reports can be customized easily with a flexible and speedy interface
  5. Reasonable pricing considering all the benefits

 
Here are some of the cons:

  1. Charting and data visualization not as visually engaging as they could be
  2. Lack of thorough ecommerce reporting when comparing to Google Analytics
  3. Though features are powerful, so learning curve might be a little steep

 
You collect data, right? But, do you ever wonder where it comes from? That’s where Kissmetrics comes in. It’s one of the few tools that allows you to track your customers’ whole journey. It’s used for tracking funnels and cohorts. They also have an A/B test report, which is always a plus when looking for a multi-dimensional tool.
 

6) Mixpanel

Mixpanel, launched in 2009, is a tool for funnel and user behavior analysis. It’s ideal for measuring what customers do in your app by reporting their actions.
 

Mixpanel Trends tab

Mixpanel Trends tab – image source


 
Here are some of the pros:

  1. Allows innovative user tracking using “Alias” and “Identify” features
  2. Better behavior tracking than Google Analytics through retroactive funnel and event tracking features
  3. Good at calculating user retention funnels
  4. Custom configured reports make it easy to query, process, and view your data in new and powerful ways as well as then access it directly on Mixpanel like you would any other Mixpanel report.
  5. API that can track link clicks and Javascript events in addition to pageviews

 
Here are some of the cons:

  1. Expensive compared to other tools
  2. Lack of flexibility in setting up user flow due to inability to segment user base based off of events, only specific properties.
  3. Can’t set more than 90-day window for funnel

 
This is a tool that allows for instant insights and fast iterations throughout your product development process. It’s easy to setup and allows for very insightful data. Also, their branding is fantastic. Warm illustrations and luscious colors make for a delightful visual experience.
 

7) Clicky

Clicky is a web analytics tool that allow you to monitor, analyze, and react to your blog or website’s traffic in real time.
 

Clicky’s thorough analysis dashboard

Clicky’s thorough analysis dashboard – image source


 
Here are some pros:

  1. A couple of features to differentiate from Google Analytics (real-time features, heat map, etc.)
  2. Simple and easy to use interface
  3. More straightforward than Google Analytics, Adobe Analytics, and other tools

 
Here are some cons:

  1. Lack of thorough analytics interface when compared to Google Analytics
  2. Fairly slow when retrieving data by data range
  3. Not the most “stunning” UI

 
This tool is not as fleshed out as other analytical tools, but still has pretty unique functions regardless. Even though it has heat maps, there are better heat mapping tools out there. It’s free and can be useful for newer, smaller companies with a small web premise.
 

8) VWO

Visual Website Optimizer (VWO) is a powerful and popular A/B testing tool. The platform is simple enough to help you optimize tests. Also, it provides heat and click map functions as well as personalization tools.
 

VWO Features tab

VWO Features tab – image source


 
Here are some of the pros:

  1. User friendly, pretty UI
  2. Visually appealing reports
  3. Handful of conversion testing tools are at your disposal including CRO platform, analysis, planning, testing, and targeting.
  4. It’s a “What You See is What You Get” (WYSIWYG) editor that makes it easy for marketers to make tests without the help of a developer.

 
Here are some of the cons:

  1. The WYSIWYG editor has its share of bugs as variants can freeze and erase progress.
  2. Slow customer support systems
  3. A little bit of a learning curve
  4. Limited by a certain amount of visitors for their split testing

 
This tool is visually interesting and allows for all-inclusive research too. It also features heat maps, click maps, and on-site surveys, which are useful.
 

9) Optimizely

Optimizely is a widely used A/B testing tool with a focus on customer experience optimization. The organization was founded in 2010 and has some notable users such as eBay, IGN, Fox, Sony, and ABC.
 

Primary goal report section

Primary goal report section – image source


 
Here are some of the pros:

  1. Fast performance and delivery
  2. Robust stats engine that supports experimentation and decision-making. Sequential testing allows you to see your statistical significance increase with more time and data
  3. Features handful of integrations
  4. Large documentation library, making it easy for developers to learn the software quickly

 
Here are some of the cons:

  1. Issues with the stat engine outputting results prevent it from shining
  2. Limited changes available to heavy Javascript sites
  3. Pricey, because price is determined based on quote, roughly 2,000-2500 for enterprise.

 
This is a leading A/B test tool. It’s an intuitive and straightforward testing platform with a visual editor that can tweak all site elements in real time. It’s ideal for web page and multivariate testing.
 

10) Formisimo

Formisimo is an easy-to-use, cloud-based analytics package that shows you why website visitors don’t commit to filling out a form. It was launched in 2014 with thousands of users including UBER, Toyota, Nissan, and CapitalOne.
 

Home page + shot of overview stats

Home page + shot of overview stats – image source


 
Here are some of the pros:

  1. Provides thorough optimization information
  2. Provides relevant data with an easy to use interface
  3. Features signature form analytics
  4. Code-free installation

 
Here are some of the cons:

  1. Doesn’t quite have as many of the features (i.e heat mapping display and split testing) as in other tools, and it’s limited to just form and funnel analysis
  2. UI is a little clunky on the dashboard page, specifically. Appears cluttered with blog articles, Intercom chat bot, and help centre box.
  3. Text can appear cluttered on some of the areas in the dashboard

 
A handy analytics tool with the ability to analyze forms. With its useful data on a simple interface, it succeeds in providing valuable resources for optimization.
 

11) ClickTale

ClickTale is a tool that informs you on how users are interacting with your site. You can analyze online forms, keep them engaged in page content, and lead them through the conversion process.
 

Engagement stats

Engagement stats – image source


 
Here are some of the pros:

  1. Replayable user sessions, which give a form of qualitative data to analytics
  2. Heat map functionality
  3. Intuitive form analytics
  4. Impressive “per page” Javascript error reports

 
Here are some of the cons:

  1. Data model lacks ability to track how many times certain actions happened
  2. Struggles with merchandising analysis
  3. No “Revenue per Channel” or “Return on Ad Spend” reports like in other analytic tools
  4. No multi-channel analysis or attribution modeling

 
In addition to having traditional web analytics, this is a flexible tool that tracks every mouse move, click and scroll, creating playable videos of customers’ entire browsing sessions as well as powerful visual heat maps and behavioral reports.
 

12) HubSpot Website Grader

HubSpot is a CRM we integrate our pages with frequently at KlientBoost. Their website grader is a quick and easy way to get a snapshot of a website’s overall performance. Tools give grades and provide suggestions on how to improve performance.
 

Website Grader in use

Website Grader in use – image source


 
Here are some of the pros:

  1. Gives info. on performance factors such as speed, page size, page requests, mobile responsiveness and appearance, SEO, and security.
  2. Simple, fun in execution and thorough in delivery
  3. Fun typography

 
Here are some of the cons:

  1. Features are limited. It simply displays what needs to be adjusted, but doesn’t give suggestions on what tools to fix the problem.
  2. Only outputs data on whether or not sites are responsive. A feature that could indicate drop-off would really make this feature better.
  3. Lacks the granularity, specifically the chart and graph displays, of other tools.

 
The HubSpot Grader is great at giving you information you need to know at face level. The tool devises a grade and provides suggestions on how to improve, which makes it easy to come up with some quick wins that’ll help you boost conversions.
 

13) Heap Analytics

Heap Analytics is used to capture user actions in web and iOS apps, and then measure them. A standout feature is the retroactivity of its analytics. After install, it will start to automatically define and track events for you without any setup.
 

Analysis dash

Analysis dash – image source


 
Here are some of the pros:

  1. Can capture literally all events
  2. No need to set up reports at a later time
  3. Valuable for funnel analysis

 
Here are some of the cons:

  1. No data-out API (only data exports)
  2. No native Android support
  3. A little bit of a steep learning curve in the beginning, which makes it hard to jump in

 
Heap Analytics requires much less setup than Google Analytics. Segmented analytics are crucial for growing startups, because they give you better visibility on your users and let you address what exactly needs to be fixed. Heap allows you to harness this segmented analysis much quicker.
 

14) Piwik

Piwik is a free and open source web application software that’s written by a team of international developers that runs on a PHP/MySQL webserver. It’s available in 54 languages and used by over 1,000,000 sites.
 

Piwik Statistics

Piwik Statistics – image source


 
Here are some of the pros:

  1. Great user reports feature with a wide spectrum of results including how long time is spent on a site, how often it’s viewed, how many conversions per page, etc.
  2. No data related limits outside of what your infrastructure can support, meaning unlimited hit collection, goals, number of websites, data storage, and number of users
  3. You can monitor the statistics of several sites at the same time and can easily switch to the next site statistics at any point.

 
Here are some of the cons:

  1. Need good infrastructure and maintenance
  2. UI and data visualization capabilities could be better.
  3. Widgets are subdivided into 3 columns, and some of them just do not fit in the limited width, so you cannot fully see them.

 
This is an open-source analytics platform that gives you more than just powerful analytics. Piwik has loads of different features, including retroactive user ID stitching.
 

15) Inspectlet

Inspectlet is a tool allowing for user behavior analysis. It’s extremely useful to find out what your visitors really want.
 

Inspectlet homepage

Inspectlet homepage


 
Here are some of the pros:

  1. Keep tabs on all your visitors and learn priceless information
  2. Powerful filtering
  3. Conversion funnel customizations
  4. Integrations already built in.

 
Here are some of the cons:

  1. No way to exclude specific visitors
  2. The free and micro plans don’t include some core features.
  3. The unlimited session recording and unlimited website tracking are available only for the most expensive plan

 
Inspectlet records videos of your visitors as they use your site, allowing you to see everything they do. This means you can see every mouse movement, scroll, click, and keypress on your site. You never need to wonder how visitors are using your site again.
 

16) Omniconvert

Omniconvert is an all-in-one optimization tool: pop-ups, on-page surveys, A/B testing, personalization, segmentation with nearly 20,000 users.
 

Omniconvert dashboard

Omniconvert dashboard – image source


 
Here are some of the pros:

  1. Cheap and extremely efficient for beginners
  2. Great segmentation with more than 40 different segmentation criteria
  3. Easy setup, A/B Testing, surveys, web personalization, exit-intent, templates, great customer service, sub-accounts, basic free account for low traffic users

 
Here are some of the cons:

  1. UI can be a little clunky, and some loading issues with basic features and elements.
  2. User interface can be improved to make features/tools easier to find. For example, templates are specific and not general enough for basic campaigns. More often than not, you’ll be designing your own to adhere to your personal standards.
  3. Doesn’t have an ideal display for multiple goal during A/B test

 
The intuitive and visually appealing Omnivert offers a lot to behold: advanced supporting, personalization, segmentation, surveys, and customer support are just some of the things that allow people to succeed by using this tool.
 

17) Testlodge

Testlodge is a simple and easy test management tool that allows you to start improving and organizing your testing efforts right away. Some features include activity feeds, dashboards, graphs, and reports that allow you to instantly check the status and results of your tests.
 

A taste of Testlodge’s data dashboard

A taste of Testlodge’s data dashboard – image source


 
Here are some of the pros:

  1. Loads of issue tracking integrations
  2. Allows for simplified testing. Tools are customizable with the ability to define your own fields and make updates. In addition to graphs and dashboard, they also provide an activity feed and ability to pull reports from multiple test outcomes.
  3. Allows entire team to manage test plans

 
Here are some of the cons:

  1. Missing features of other software
  2. Not a granular as other software
  3. Though they have an impressive amount of test features, there’s no interface to track test progress based on how many tests are completed.

 
Overall, this is an awesome testing tool with a handful of cool features and loads of integrations. It’s packed with tools that help you manage tests, create customized reports and manage your team’s tasks in a simple way.
 

18) AB Tasty

It’s all in the name: AB Tasty. Launched in 2012, this platform is designed for the masses. They offer cross-device, open testing and personalisation solutions to provide your users with a seamless browsing experience, whatever kind of screen they’re using, for effortless integration of third-party solutions.
 

A/B third-party integration

A/B third-party integration – image source


 
Here are some of the pros:

  1. Ability to filter Goals, offering a layer of depth
  2. Smooth editor design
  3. Simple and intuitive UI

 
Here are some of the cons:

  1. Flicker problems
  2. No full data export
  3. Slow support process

 
This is an A/B testing tool that prides itself on autonomy. It gives users valuable insight to better understand a customer’s journey.
 

19) Qualaroo

 

Example of Qualaroo forms

Example of Qualaroo forms – image source


 
Qualaroo is the premier tool for telling why people visit your site. Insights from the on-page surveys lead to smarter tests and faster improvements in website performance.
 
Here are some of the pros:

  1. Pre-made surveys for optimal qualitative research
  2. Simple, one-click integration
  3. Timely updates

 
Here are some of the cons:

  1. Not the highest response rate from visitors
  2. Quality is mixed
  3. Billing is quarterly

 
This is one of the best research tools for fast, low-cost qualitative research. Using Qualaroo is the fastest way to uncover insights quickly and cheaply with surveys rather than doing in-depth customer interviews.
 

20) Survey.io

Survey.io, actually powered by Qualaroo, is a customer development survey software.
 

Survey.io interface

Survey.io interface – image source


 
Here are some of the pros:

  1. Free
  2. Simple, two-step process
  3. Straightforward, so good tool for beginners

 
Here are some of the cons:

  1. Double-edged sword to the pros where it lacks complexity of other survey software
  2. Not as fleshed out as it could be, meaning there’s no way to link text responses to the chosen option in each question (i.e., you have a hard time figuring out who said what)
  3. Limitations for people who want more from a survey software, specifically with lack of their mobile support.

 
Survey.io is a quick and easy way to make surveys. Sometimes you need a quick way to make forms in bulk and preview them before you make them live or flesh them out further in other applications.
 

21) SurveyMonkey

SurveyMonkey, founded in 1999, provides an online survey tool. They provide free, customizable surveys as well as a suite of paid back-end programs that include data analysis, sample selection, bias elimination and data representation tools.
 

SurveyMonkey dashboard

SurveyMonkey dashboard – image source


 
Here are some of the pros:

  1. Easy and intuitive
  2. Responses are in real time
  3. Gain access to sample survey questions and expert-certified templates

 
Here are some of the cons:

  1. Lack of pre-testing or validation for customer questions
  2. Occasionally hides features that allow you to hover and poke at options until you discover where they are
  3. Setup is not as fast as it could be

 
Polls are survey questionnaires that can be created with ease to learn about anything from customer satisfaction to employee engagement. Additional analytics tools are always a plus though.
 

22) Olark

Olark is a live chat tool to solve issues and help understand your customers through real-team reporting and a wide range of customizable features that let you control the chat experience for your visitors and your team.
 

Screenshot of Olark’s reporting tool

Screenshot of Olark’s reporting tool – image source


 
Here are some pros:

  1. Comprehensive live chat solution allows for communication in real time
  2. Can be a fantastic way to understand and potentially take action to calm or appease customers who are agitated or unhappy
  3. Very affordable

 
Here are some cons:

  1. Limited language support
  2. Doesn’t let you remove their branding from the chat unless you pay a fee
  3. Lack features of other chat tools such as queues and text expansion for the reply/chat box

 
Olark installation is a breeze. Simply copy your Olark-generated code, paste it to your website, and immediately start connecting with customers. It’s a quick and visually satisfying qualitative experience.
 

23) Crazyegg

Crazyegg is a CRO tool that offers heat maps, click maps, and scroll maps to offer you a visual glimpse as to how your users are navigating through your site.
 

Dashboard snapshot

Dashboard snapshot – image source


 
Here are some pros:

  1. Variety of heat map tools at your disposal including scroll map, confetti, and overlay heat mapping
  2. Straightforward tool
  3. Plays to its strengths effectively by having a URL demo on the front of the page. The actual demo is 30 days, inexpensive, and is easy to set up.

 
Here are some cons:

  1. No session recording
  2. No form analytics
  3. Lack of filtering capabilities (i.e no option to show heatmap on organic traffic)

 
Its heat mapping capabilities are nothing to scoff at. Crazyegg can reveal where everyone has clicked as well as whether it was on a link or not (which can highlight usability errors and often areas that could result in an improvement in conversions).
 

24) HotJar

HotJar is a tool that we use very frequently at KlientBoost. In addition to their marvelous heat maps and triggered polls, they offer funnel tracking, session cams and more.
 

Here’s a screenshot of heat on one of our own pages.

Here’s a screenshot of heat on one of our own pages.


 
Here are some pros:

  1. Visual lovely UI, makes finding your designated tool a breeze
  2. Plethora of qualitative tools at your disposal in addition to heat mapping including recordings, funnel and form analysis, surveys, and recruitment polls.
  3. Good poll customization including appearance and behavior customization, specific device targeting features, and a variety of question style formats
  4. Fantastic mouse tracking feature

 
Here are some cons:

  1. Lacks multiple subdomain tracking
  2. Lacks an alert feature, which if implemented, could be a serious asset to the tool (i.e., if a single element is receiving a very high percentage of interactions or if the bottom section is getting less than 5% scroll down (page is too long), etc.)
  3. Video player on recordings can cause performance issues

 
This tool is a staple for landing page testing and optimization. The conversion designers always consult HotJar poll results and heatmaps to make sure we factor in all qualitative data before we execute various tests. This is a very useful CRO tool and one we highly recommend.
 

25) SessionCam

SessionCam is a popular usability tool that offers a range of capabilities centering on session playback and mouse tracking. Created in 2009, their aim is to provide the easiest way to solve website conversion problems.
 

SessionCam Struggle Score feature

SessionCam Struggle Score feature – image source


 
Here are some pros:

  1. Loads of map flexibility
  2. You can easily play back sessions related to particular stage of the funnel
  3. Great integration with Google Analytics, PIWIK, Optimizely, VWO, and others

 
Here are some cons:

  1. Monthly costs might be out of reach for small businesses
  2. Sessions don’t record third-party tools like live chats and surveys
  3. The Struggle tools may require gradual improvement

 
SessionCam gives you a screen recording session of your visitors using your website. Better yet, not only does the tool record what visitors are doing, but it instantly creates heat maps–so you can track mouse movements and clicks. It’s very useful to detect usability issues and improve conversions.
 

26) CallRail

CallRail is a tool that allows you to track the source of each lead. Its got a handful of awesome tools to understand why visitors call you. We actually have a fantastic blog post with everything you need to know about call tracking.
 

Call data report

Call data report – image source


 
Here are some pros:

  1. Easy to understand reporting features
  2. No contract required
  3. Insight allows for improved customer service and increased lead generation
  4. Wealth of features

 
Here are cons:

  1. Lack of AdWords integration features
  2. Higher learning curve
  3. There’s a slight lag between connection to phone line that the call tracking line is connecting to.

 
CallRail has loads of different features including widespread call tracking, dynamic number insertion, instant number setup, conversion intelligence and no contract setup.
 

27) UsabilityHub’s Tools

UsabilityHub features an awesome array of UX tools. Its Quick, Question, and Five Second Test are comprehensive testing solutions that caters to all possible requirements to make a perfect first impression.
 

Five Second Test layout

Five Second Test layout – image source


 
Here are some pros:

  1. Unique and valuable in that it caters to people who want specific elements of their page UX tested. Test anything on the page from new designs, logos, landing pages, brochures and marketing materials
  2. Great UI feedback as it gives user data on how visual cues affect behavior

 
Here are some cons:
 

  1. Its simplicity helps it fit a specific niche — so if not in that niche, may not benefit you as much.
  2. Could use some of the features other qualitative tools have seeing as it’s limited to its 5 major tests (i.e., heat mapping, polling, etc.)
  3. Lacks any integrations or ability to be integrated

 
First impressions are really important. Five Second Test is designed to analyze the first five seconds your visitors spend on your site, so you can learn the ways they interact with it and use that information to deliver a better first impression.
 

28) Silverback 3

Silverback 3 is a simple usability testing software for Mac. It’s never been easier to set up and start enjoying straightforward usability testing.
 

Silverback 3 session highlights

Silverback 3 session highlights – image source


 
Here are some pros:

  1. Select recording highlights for easy organization and quick exports across sessions
  2. Customizable export gives complete control over output videos
  3. Silverback 3 is optimized for macOS Sierra, and compatible with El Capitan and Yosemite.

 
Here are some cons:

  1. Exported files can be massive for long recordings with no way to optimize them in app
  2. Video sessions have watermark on them
  3. Relatively long export times for video exceeding 30 minutes

This tool is straightforward–so for those who need strictly session recording and are on a budget, Silverback 3 may be the app for you.
 

29) Browserling

Browserling is a tool that offers live interaction, web based browser testings.
 

Straightforward browser testing

Straightforward browser testing – image source


 
Here are some pros:

  1. Allows for annotations to report design errors on any browser
  2. UI experience on multiple browsers at once
  3. No Flash, Java, or plugins required

 
Here are some cons:

  1. Not a robust list of developer tools
  2. Supports Windows only
  3. Free plan requires waiting in queue

 
Browserling can be a real treat with its annotation features. It has a handful of other features including screenshot support, bug tracker, responsive testing, and more.
 

30) Qualtrics

Qualtrics is an experience management platform and powerful survey tool. It’s especially popular with large corporations or enterprises. It utilizes four unique applications to help monitor specific experiences.
 

Qualtrics Customer Experience Dashboard 

Qualtrics Customer Experience Dashboard – image source


 
Here are some pros:

  1. Easy to create, distribute, and analyze surveys
  2. Offers hefty analytical data, reporting, results for customer, employee, brand, and product experiences
  3. Great for users that possess knowledge of HTML, CSS, and JS

 
Here are some cons:

  1. Menu groupings are not always clear
  2. Lack of survey completion status statistics such as survey duration, distribution of questions where respondents stopped taking the survey, etc.
  3. A little bit of a learning curve

 
Qualtrics allows users to do many kinds of online data collection tasks. It’s very intuitive and extremely flexible with great support to boot.
 

31) ScreenFly

Screenfly allows you to view your website on a variety of device screens and resolutions.
 

Straightforward browser testing

Straightforward browser testing – image source


 
Here are some pros:

  1. Can visualize a website from every device
  2. The site offers free wireframing and site maps
  3. A great resource from a usability standpoint

 
Here are some cons:

  1. Rather limited options due to restrictions on site maps, screenfly, wires, and retro
  2. Noticed occasional performance issues that could correlate to heavy traffic use
  3. A little bit of a learning curve for those who aren’t extremely familiar with design

 
This is an efficient cross browser or cross-device tester. Literally, it’s as straightforward as it gets for those who have been in the design space. Simply enter a URL and click Go.
 

32) Typeform

Typeform is a SaaS company with a focus on dynamic form building. Typeform’s software has been used by Apple, Airbnb, Uber, and Nike.
 

Screenshot from homepage of forms

Screenshot from homepage of forms


 
Here are some pros:

  1. Best UX of all other survey tools
  2. Very slick admin UI
  3. Ease of use

 
Here are some cons:

  1. Typeform only allows for Google Analytics to track visitors, not other tools
  2. Pricing gets very high when you start adding features. I would prefer pricing to be more  usage based, as opposed to feature based.
  3. Restricted design settings make it impossible to inject other conversion code

 
Questions can be easily dragged and dropped. Overall, it’s a great UX experience and just delightful all around.
 

33) BrowserStack

Like Browserling, BrowserStack is a live, web-based browser testing tool that allows instant access to all real mobile and desktop browsers.
 

Screenshot of browser compatibility

Screenshot of browser compatibility


 
Here are some pros:

  1. Allows for different configuration of operating systems, display size, and browser variation
  2. Allows for cross device testing that can emulate a range of mobile environments
  3. Includes real device cloud, real-time debugging, 1000+ iOS and android devices, natural gestures, and so much more

 
Here are some cons:

  1. Slow, especially when testing multiple configurations
  2. Can be rather pricey due to free option being limited
  3. Can only test in-browser

 
It’s extremely nifty to be able to have access to how your software will look across multiple browsers. BrowserStack does just that.
 

34) Ethnio

Ethn.io is dedicated to building tools for UX researchers, design researchers, and even user researchers. Ethnio is a LA based corp founded in 2011. Their tool allows for recruitment of testers for created UI/UX experiences.
 

Ethnio allows for real people user research.

Ethnio allows for real people user research.


 
Here are some pros:

  1. Observing customer interactions with your site can generate powerful insights for optimization. It can tell you how threatening certain asks are in comparison with others–or you can test the appeal of certain headlines vs others.
  2. Screen sharing allows you to visualize a real customer scenario
  3. Automatic scheduling, dynamic responses, social lookup, and custom incentive payments are some of the awesome features

 
Here are some cons:

  1. Things get hairy when users are prompted to install third-party tools
  2. Response rates are low, and large traffic numbers are required
  3. Not the most beautiful UI

 
There’s extreme value in having some sort of control over your users for testing purposes. Ethnio allows you to find the right participant for ideal in-person and remote UX research, online exercises or surveys by creating beautiful recruiting screeners.
 

35) Helio

Helio is a tool that allows you to collect users’ feedback on screens and mockups through design surveys, so you can know what your audience thinks before even writing a single line of code.
 

Helio Design insights

Helio Design insights – image source


 
Here are some pros:

  1. Fast way to collect user feedback with multiple user data test options including preference, likert, click, multiple choice, free response, and 10-point.
  2. Allows you to test ideas before they’re implemented
  3. Absolutely lovely UI and brand
  4. Custom intro and thank you options for each individual test

 
Here are some cons:

  1. Under test sections, the “collect user data” could use more business oriented filtering options such as job title, company, occupation
  2. A few user data (likert, click, and multiple choice) tests have image limitations, which could make A/B testing certain elements challenging
  3. Noticed some minor speed issues

 
Helio allows you to reach multiple users on demand and gain insights from customer behaviors organized into real-time reports. Have a design opportunity? You can send out a study and receive hundreds of points of feedback and actionable results right when you get back from your lunch break.
 

36) Kampyle

Kampyle has been perfecting its customer feedback since 2007. It has a variety of on-page polling tools including form builder, dynamic profiling, segmentation, and large software integration.
 

Kampyle form builder

Kampyle form builder – image source


 
Here are some pros:

  1. Forms include general feedback, NPS, and task completion
  2. Features visual interesting charts
  3. Its UI experience has beauty in its simplicity.

 
Here are some cons:

  1. Not as much freedom as Qualaroo
  2. High learning curve
  3. Not intuitive when it comes to usability

 
With a complete platform that enables you to listen, understand, and act on feedback across digital touchpoints, Kampyle can potentially have a huge impact on your business.
 

37) Intercom

Founded in 2011, Intercom is used by more than 20,000 businesses to connect with a billion people worldwide. It’s a tool we’re familiar with at KB. We utilize its chat tools to acquire new customers and chat with existing customers.
 

KB’s very own Intercom chat

KB’s very own Intercom chat


 
Here are some pros:

  1. Friendly UI
  2. Really refined and built out. It’s our personal preference compared to Olark and chat.io
  3. Very easy to setup and scalable across iOS, apps, websites, etc.

 
Here are some cons:

  1. Lack of email signature functionality
  2. Requires premium to unlock a lot of valuable resources
  3. Not especially cheap, since price plan is not fixed–so be wary of price as your users  grow.

 
Where other live chat apps get it wrong, Intercom gets it right. The entire platform is designed around creating engaging live chat experiences and keeping the custom engaged. They have great customer support to boot.
 

38) Lucky Orange

Lucky Orange allows you to monitor all customer actions before they leave your page. You can analyze comfortably with recordings, heatmaps, chat, analytics, polls, and other convenient tools at your disposal.
 

Lucky Orange analysis

Lucky Orange analysis – image source


 
This is an all purpose conversion optimization software including recording, live chat, heatmaps, and funnel analysis.
 
Here are some pros:

  1. Flexible amount of tools including recordings, dynamic heatmaps, chat, conversion funnels, polls, and form analytics
  2. Lovely, easy-to-use dashboard
  3. Accurate data and easy setup

 
Here are some cons:

  1. Lack of email signature functionality
  2. Displays too much data with little actionable insights
  3. Website branding can be pushed further, so might deter people from signing up

 
An extremely ambitious tool, Lucky Orange has certainly made a name for themselves with the plethora of tools that help visualize how users interact with your site.
 

39) Instapage

Instapage is a page editor rivaling that of Unbounce. Their goal is continually lower the cost of online customer acquisition and provide an end-to-end solution for quickly building, integrating, and optimizing landing pages. We use Instapage for a few of our clients here at KlientBoost.
 

Screenshot of Instapage stats on one of our clients

Screenshot of Instapage stats on one of our clients


 
Here are some pros:

  1. Clean UI is a breath of fresh air, especially when navigating multiple pages
  2. Very nifty editor features that differentiate it from other landing page editors, including pixel precision (by holding alt), an amazing alignment tool, and overall clean and less intimidating UI
  3. Straightforward and intuitive analytics feature

 
Here are some cons:

  1. No ability to copy and paste sections across multiple pages (Unbounce style)
  2. Using premium is the only way to access additional CSS features
  3. Various editor limitations including restrictions with button hover animations, lack of video header features, restrictions to two typefaces and occasional bugs

 
A couple of our clients use Instapage and though a majority of our pages are built with Unbounce, Instapage has a few features in its editor to make it stand out. Being able to measure pixel width in an online editor is huge and it’s surprising Unbounce has yet to implement such a crucial feature.
 

40) Chatlio

Chatlio allows you to talk to your customers using your existing Slack service. It’s the first official live chat app fully integrated with Slack.
 

Chatlio in action

Chatlio in action – image source


 
Here are some pros:

  1. Multiple teammates can help and individual site visitor simultaneously
  2. Available across multiple devices
  3. Easily integrates to your Slack account/website

 
Here are some cons:

  1. Minor connectivity issues
  2. Occasional issues with Slack API delivering messages
  3. Need premium to remove watermark

 
It has beautiful branding and chat interface. Chatlio does exactly what it claims; its live chat is developer friendly and is great for pre-sales and product support.
 

41) UserTesting

UserTesting is a tool that allows you to watch videos of real people using your site or app.
 

Live customer metrics

Live customer metrics – image source


 
Here are some pros:

  1. In 1 hour, you get results of tests
  2. Can test websites, A/B variations, landing pages, Facebook pages, and much more
  3. Can either monitor it yourself or have their research time monitor change
  4. Features an integrated solution through Live Conversation that makes it straightforward and fast to conduct live interviews with consumers

 
Here are some cons:

  1. Requires more setup if testing in-person
  2. QC issues when using testing service
  3. Remote testing service still requires a good amount of configuration

 
This is an extremely useful tool that helps companies eliminate bad user experiences. They make it easy to get on-demand feedback from what your target market is. They’re working with a handful of big name clients which adds to their credibility.
 

42) TryMyUI

TryMyUI allows you to observe users engaging your site or landing page. You can write a task for your users to perform as well as select the user you want to target.
 

Screenshot of TryMyUI test

Screenshot of TryMyUI test – image source


 
Here are some pros:

  1. Collaborative analysis suite allows for quick usability testing
  2. Nifty tools for crowdsourcing, you can aggregate and rank usability insights with crowd voting, so you can immediately see which issues were most important to users
  3. Quick response for support

 
Here are some cons:

  1. Occasional issues with tests waiting in pending for too long
  2. Complaints of lack of tester payment
  3. A few “questionable” reviews

 
TryMyUI user testing results consist of video recorded from the user’s screen, with real-time narration captured via their microphone. Users have up to 20 minutes to follow a set of tasks through the test website. Video tools are invaluable for adjusting pages to maximize customer experience.
 

43) Zendesk Chat

Brought to you by the company founded in 2007, Zendesk customer service platform is designed for companies that want to create meaningful, personal, and productive customer relationships.
 

Zendesk Chat

Zendesk Chat – image source


 
Here are some pros:

  1. Robust reporting and advanced analytics
  2. Easily brandable customer-facing web interface
  3. Flexible ticket management with automated workflow

 
Here are some cons:

  1. It can be expensive, as cost scales per agent
  2. UI could use improvement such as certain features open with multiple clicks, lack or desktop notifications and no mobile support
  3. High learning curve

 
Zendesk’s focus is on personalizing their experiences, really helping distinguish them among other chat apps. They make it easy for you to automate chats. This lets you reach out and talk to customers before they even ask a question.
 

44) 15Five

The reason why 15Five has a sales staff report tool is because your company’s insight on the customer experience is essential for company growth. That’s where 15Five comes in.
 

15FIve interface

15FIve interface – image source


 
Here are some pros:

  1. Hassle-free OKR tracking
  2. Helps build trust amongst workplace
  3. Can give valuable perspective on how your employees interact with clients

 
Here are some cons:

  1. Not ideal for small companies as pricing will add up for each employee versus getting your custom quote for enterprise
  2. UI could use improvement due to rather long load times and minor delays in performance
  3. Minor speed issues

 
Your staff are on ground talking to your visitors and customers everyday. What questions are they asked daily? How do those experiences go? This tool is a perfect way to gauge your company’s input and mood on customer interactions for optimal client research.
 

45) WebEngage

WebEngage is a powerful tool with the focus on user-retention. It has awesome features such a web-engaged journey designer as well as features in targeting, personalization, and accessibility.
 

WebEngage features deep data personalization.

WebEngage features deep data personalization. – image source


 
Here are some pros:

  1. Live segmentation based on user attributes
  2. Cross-channel communication
  3. Automated campaigns that allow you to devote energy elsewhere

 
Here are some cons:

  1. Triggered popups aren’t very customizable
  2. Simple but lacking in depth
  3. Each individual detail needs to be thought through and should the user’s journey change, it requires a re-build of a new Journey when only an edit to the Journey was necessary

 
The “Journey Designer” feature really helps WebEngage stand out from other conventional marketing tools. Conventional marketing automation tool rely heavily on identified users on your website or mobile app, while WebEngage allows any business to engage with anonymous users as well.
 

46) UserZoom

UserZoom is a UX testing platform that features advanced user testing, research features and tools that stands out in its unmoderated testing on PC’s and mobile devices. Their mission is to help businesses create and deliver awesome digital experiences by providing highly detailed, actionable data and consumer insights.
 

UserZoom’s integrated panel

UserZoom’s integrated panel – image source


 
Here are some pros:

  1. Intuitive and easy to use
  2. Allows for flexible recruiting with real-time reporting
  3. Multiple integrations and compatibilities
  4. Impressive support, even comprising of researchers who can help with coding

 
Here are some cons:

  1. User complained about cost even after custom quote and no price tiering on website either.
  2. Webcam feature available to premium
  3. Steep learning curve

 
As one of the faces in usability testing, UserZoom gives you quantitative and qualitative information. It’s great for uncovering trends and for incorporating and dissecting post test data.
 

47) Loop11

Loop11 is a simple usability testing software. Whether it’s a test site, your live environment, a sub domain, a competitor’s website, or multiple domains in your network of websites, you only need a few minutes to set up your test within Loop11.
 

Usability process

Usability process – image source


 
Here are some pros:

  1. Easy to set up and get going
  2. Not code heavy
  3. Provides quick and simple, real-time information

 
Here are some cons:

  1. No interactions with users, including follow-up questions
  2. Pricey and lack of price tiering
  3. Not as visually interesting as other usability softwares

 
This is a handy online user testing and survey tool that lets you run your own usability studies without the need for a usability lab, specialized equipment or moderator. The practitioner determines the tasks they want to test on their website, recruits participants and launches the study.
 

48) Validately

Validately is a tool that prides itself in its ease of use for facilitating user communication. It’s a comprehensive solution for user research that includes a dedicated testing platform, recruiting services, and automated reporting.
 

Screening process for Validately

Screening process for Validately – image source


 
Here are some pros:

  1. Allows testing on created prototypes
  2. Allows for a defined set of tasks, and questions after tasks and at the end of test
  3. Communicate with testers in real time
  4. Get results in less than an hour

 
Here are some cons:

  1. A couple responsive issues with the validately recorder
  2. Expensive
  3. Not incredibly visually interesting

 
Validately ensures companies get valuable insight from users as quickly as possible. Its flexibility across multiple insight and ease of use bolster its features further.
 

49) Effective Experiments

Effective Experiments is a comprehensive project management & workflow platform to help CRO teams collaborate and keep everyone up to date. It’s built specifically for conversion optimizers who need multiple tools at their disposal.
 

Dashboard of experiments

Dashboard of experiments – image source


 
Here are some pros:

  1. Seamless collaboration
  2. Visually interesting and intuitive one-click reports
  3. Specifically tailored to to conversion optimizers

 
Here are some cons:

  1. Lacks the efficiency that specialized tools have
  2. Lack of A/B testing feature
  3. Could add a little more visual flare to brand/UI

 
Jack of all trades, Effective Experiments has loads of different tools to maximize conversion rate optimization. Its test planning and one-click reports make it a nice alternative to more conventional ways of storing information like Excel or Trello.
 

50) MaxyMizely

MaxyMizely uses cutting-edge technologies that enable analyzing a large amount of data to determine the best performing variation of your site design.
 

MaxyMizely experiment dashboard

MaxyMizely experiment dashboard


 
Here are some pros:

  1. Very clean, straightforward UI/UX
  2. Visual editor is straightforward for non-coders yet still has CSS and Javascript capabilities
  3. Nifty behavior analytics feature for optimal site improvement

 
Here are some cons:

  1. Lacks intricacies of other testing tools including detailed segmentation, A/B testing and analysis.
  2. Minor performance issues in the dashboard including slow performance and minor lag
  3. A tad expensive

 
This tool doesn’t quite do as much as the other guy–but flexible support options, straightforward and user friendly dashboard experience as well a a load of awesome features make MaxyMizely worth looking into.
 

51) Iridion

Iridion is a workflow tool catered to hardcore optimizers. They work closely with the team of konversionsKRAFT and Conversion Optimizer from various industries and countries worldwide to develop the ideal solution for everyone involved.
 

Iridion experience list

Iridion experience list  – image source 


 
Here are some pros:

  1. Catered to veteran CRO designers
  2. Programs broken down for beginners as well
  3. Succeeds at consistent implementation of valuable CRO features

 
Here are some cons:

  1. Still needs to be fleshed out a little more as it breaks in beta
  2. Limited features for beginner courses
  3. Enterprises might look elsewhere as other tools may provide more features for less or the same cost as that plan

 
Iridion, though in beta, is undoubtedly robust. As a tool designer by CRO researchers (though it makes me questions how many aren’t) they’re constantly pouring in a wealth (thousands) of content from their own A/B testing experience, specifically, for optimizers and growth hackers.
 

52) Sumo (SumoMe)

Sumo offers a suite of free tools to help you increase your site conversions. Some of the features for lead capture include a ‘Welcome Mat’ popup CTA, a ‘Smart Bar’ to increase email subscribers, a scroll-triggered box, and a ‘Contact Us’ form. They also have Google Analytics-like research tools, which help gain on-page insights and increase your email list.
 

SumoMe click summary

SumoMe click summary – image source


 
Here are some pros:

  1. Awesome selection of tools (i.e., list builder, welcome mat, share & smart bar) and especially helpful to replace WordPress plugins
  2. Intuitive, easy-to-use interface
  3. Can get the best results using detail settings and controls

 
Here are some cons:

  1. Few of their tools need to be running the latest OS, which can potentially confuse users
  2. Expensive premium plans
  3. Lacks ability to have multiple forms of the same type

 
Nearly all of Sumo’s features are focused on increasing the conversion rates of your website or helping it become a more effective marketing tool. Every website owner should at least consider Sumo if not already using any of the other research tools listed above.
 

53) Heatmap.me

With the increased importance of heatmap tools, Heatmap.me offers important heatmap knowledge in real time. Heatmap.me comes with no sampling and breaks down its Big Data to only provide the data that make sense to you, to track in real time the performance of your site.
 

Heatmap.me in action

Heatmap.me in action – image source


 
Here are some pros:

  1. Very easy to install
  2. Great tech support with consulting
  3. 100% interactive interface

 
Here are some cons:

  1. Doesn’t really offer much besides heat mapping
  2. Limiting features unless premium
  3. Faces competition from HotJar and other heatmapping tools

 
For people looking for a free way to start exploring heatmapping, responsive web designs and  real-time page statistics, Heatmap.me is a great place to start. It can even track dynamic elements on your site in the heat map tool such as slider bars, photo galleries, and other interactive sections.
 
Once you use your dedicated tools to collect all your data, you’ll need a place to store it all, right?
 

54) BONUS: Microsoft Excel

Developed by Microsoft, Excel is a spreadsheet software that features calculations, graphic tools, pivot tables, and all sorts of awesome features.
 

Sheer versatility of Excel 

Sheer versatility of Excel – image source


 
Here are some pros:

  1. Versatile, and boundaries can be pushed even outside cataloging CRO knowledge
  2. Great for calculations and can filter table data conveniently
  3. Easy to program
  4. Many CRO programs have features that export data specifically for Excel

 
Here are some cons:

  1. Challenging for people with limited or no spreadsheet knowledge (i.e. UI/UX designers)
  2. Not meant for storing or modifying large pieces of data or graphics based on personal experience
  3. Lacks specific features available in other more CRO specific tools

 
This may seem like an obvious tool, but I won’t deny its prevalence in this office and probably amongst other CRO experts. It allows your to organize your CRO data optimally in spreadsheets and easily rearrange information to get a better picture of your data, which will ultimately increase revenue. Another option is Google’s very own Google Sheets, which is free and has a great revision feature and integration with all of Google’s other applications.
 

Wrap Up on CRO Research Tools

And there you have it, a number of CRO research tools to help get you started.
 
Qualitative and quantitative research is essential for truly optimizing your page. The beauty about the CRO research tools we’ve listed is that there’s a wide range of function for each. Maybe your page editor already has stellar A/B testing or analytics and you need a solo heatmapping tool to help you. Or, maybe your suite of tools is stellar and you need a way to catalog all of your data? Or, maybe you need a way to test your company’s attitude on customer interaction. Whatever your need is, I’m sure there’s a tool here to satisfy it.
 
CRO optimization is essential not only for site or landing page health, but for the health of your brand as a whole. In the same way you make conscious health decisions to take care of your body, so you must do the same for your site or landing page. A healthy and well-tested site constitutes to a healthy brand, which contributes to an overall healthy team of staff. It’s truly a marvelous synergy. All the beats and rhythms of optimal CRO testing making a beat that we can all jam to.
 

Higher conversions means mores reasons to never stop jammin’.

Higher conversions means mores reasons to never stop jammin’. – GIF source


 
Liked the blog or have a tool that we missed? Let us know in the comments.

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