If you are skim reading
Most of the website conversion tools on this list still work: Google Analytics, Crazy Egg, UserTesting, Qualaroo, Optimizely and the Five Second Test are all live, and Clicktale is now part of Contentsquare.In this article
- What's changed since this list was written (checked Nov 2026)
- 1. Google Analytics
- 2. Crazy Egg
- 3. Clicktale
- 4. User Testing
- 5. Qualaroo
- 6. Visual Website Optimizer
- 7. AB Tasty
- 8. Optimizely
- 9. The Five Second Test
- 10. Cloud IQ
- New website conversion tools worth a look in 2026
- Frequently asked questions
- Conclusion
Lately, I’ve been covering a lot on conversion optimisation, from how to get started with it to more advanced techniques of optimising your website. In this blog post, though, I want to share with you the 10 top conversion tools to help improve your website.
If you’re not familiar with conversion rate optimisation, it’s the process in which you’re making changes to your website in order to increase the number of people who take a desired action from you (such as buy something, download an e-book, or give out their e-mail address).
Just like any other marketing process, conversion optimisation involves a lot of research and data collection in order to get right. Without knowing much about your visitors and their behaviour on your website, you can’t know what areas of your website need optimising and which don’t – which can lead to a lot of time lost and not to mention, bad results. Because of this, let’s start with the best tools to help you collect the data necessary for starting the conversion optimisation process:
One of the most effective tools for conversion optimisation is one that you are already likely to have in your arsenal: Google Analytics.
As I mentioned before, you need to start the website optimisation process by learning about your visitors and about their activity and behaviour on your website and Google Analytics is a great tool for that.
How are your landing pages performing? What are your bounce rates like? How are your visitors navigating your website? At what points do they abandon your website?
By learning all of this, you will know which areas of your website need your attention and where you should focus on testing changes for the purpose of optimising your website.
[clickToTweet tweet="Discover the 10 best #conversion #tools to help improve your website via @lilachbullock " quote="Discover the 10 best #conversion #tools to help improve your website via @lilachbullock"]
Another useful tool that can help you understand your visitors’ behaviour better and help you collect data for the conversion optimisation process is a heat map tool. One of the best that you can try is Crazy Egg.
What a tool like Crazy Egg does is show you where your visitors look and click, and basically helps you understand your website visitors’ behaviour better. You will also be able to see whether your visitors are drawn to the information you want them to see or not, so that you can make changes to your website in order to improve this.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @crazyegg via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @crazyegg via @lilachbullock "]
Clicktale is a useful and very complex tool to help you better understand consumer behaviour and make the changes needed to your website.
They provide in depth conversion analytics for your conversion funnel (where are people dropping off in your funnel?), your forms (where are your forms being abandoned and what can you do to change that?), as well as in depth heat maps that cover your visitors’ clicks, their movement and their attention.
ClickTale also help with more advanced analytics, such as tools for monitoring your website’s health and efficiency, for discovering any client-side Javascript errors and you also get an in-depth bounce ratio report to help you identify whether the traffic you’re getting is truly relevant. You will even be able to replay the journeys your visitors take within the specific page so that you can see what is causing high bounce rates.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @clicktale via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @clicktale via @lilachbullock "]
One other way of testing your website and learning more about how it’s used by visitors and customers is to use something like User Testing.
With this ingenious tool, you can get feedback directly from your target audience as to what your website is truly like, if it’s easy and intuitive to use and how difficult it is for users to get to the information they need or buy from you.
User Testing uses real people in your target audience to provide you with feedback on your website (or app) that can be written, audio, or even a video with audio. You will get very clear tips and feedback on what difficulties people had on your website, what their journey was like and so on. For example, as you can see in the test above, the user mentioned where they couldn’t find prices, where the text was too small for them to read easily, and so on. These are issues that could hinder your success and yet, you might not even realise that they are an actual problem without having someone point it out to you.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @usertesting via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @usertesting via @lilachbullock "]
In order to learn more about your audience, sometimes analytics aren’t enough and you also need to go to the source. With Qualaroo, you can easily do that by surveying your website visitors directly.
It takes minutes to set it up and what’s great is that you can actually target who gets what survey. For example, they can be asked when they are about to leave your website, when abandoning their cart or when they are downloading something from your website.
And, if you’re not completely sure what you should ask, there is even a question library that you can browse through to use, or simply to get inspiration.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @qualarooinc via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @qualarooinc via @lilachbullock "]
Now that you have the tools you need to learn more about your audience and your website visitors, and their behaviour on your website, you have the data needed to decide what needs to be tested and what not in order to improve your conversion rate. Which means…time for testing your website and for making the changes needed to improve your conversion rate. Here are some of the best tools to use:
One of the tools that you can use for testing your website is VWO.
They provide different testing methods, such as A/B testing, multivariate testing and split URL testing.
The VWO testing software is very easy to use and you can use their point-and-click campaign builder to easily and intuitively set up your test.
They also provide heatmaps for data collection and they provide advice and tips to help you better optimise your website. Another very cool feature is that you can personalize your website for different visitors so that the information they get is more targeted and therefore, your website is more likely to convert.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @vwo via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @vwo via @lilachbullock "]
7. AB Tasty
Another great tool for testing your website is AB Tasty. Just like VWO, they provide useful data insights such as heatmaps and session recordings, along with tools for setting A/B tests on your website and personalization and targeting features.
In terms of testing, you can use AB Tasty for A/B tests, multivariate tests, split tests and funnel changes (these tests allow you to show changes across multiple pages on your website).
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @abtasty via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @abtasty via @lilachbullock "]
Optimizely, another testing tool for increasing conversion rates, allows you to create and test multiple types of experiences on your website.
You can create A/B tests, multivariate tests and multi-page experimentations for different stages of the customer experience, on any device (mobile, desktop, or tablet).
You can also use Optimizely to create personalized experiences for your users and to deliver more targeted content to them, in real time.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @optimizely via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @optimizely via @lilachbullock "]
First impressions count – and it’s not just in real life, but also with websites. With The Five Second Test, you can test the design of different pages from your website to find out what real people think of them.
The way it works is, they are shown your design for five seconds, and then they are asked what they remembered. You get their responses in full, along with a word cloud with the words that were most commonly used by them.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @usabilityhub via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @usabilityhub via @lilachbullock "]
Most of the website conversion tools on this list still work: Google Analytics, Crazy Egg, UserTesting, Qualaroo, Optimizely and the Five Second Test are all live, and Clicktale is now part of Contentsquare. Between them, they show you what visitors do on your site, what they think of it and which changes get more of them to act.
What's changed since this list was written (checked Nov 2026)
| Tool | Status | What to know |
|---|---|---|
| Google Analytics | Live | Google's analytics for understanding your customers and your business |
| Crazy Egg | Live | Heatmaps, recordings, A/B testing and surveys, as of Nov 2026, $29/month on the Starter plan |
| Clicktale | Live, renamed to Contentsquare | Now part of Contentsquare's digital experience analytics platform |
| UserTesting | Live | Human insight platform for digital and customer experience decisions |
| Qualaroo | Live | Surveys and in-app feedback, with a free plan |
| Optimizely | Live | Create, test and personalise digital experiences |
| Five Second Test | Live | A simple usability test to check how clear your designs are |
1. Google Analytics
One of the most effective tools for conversion optimisation is one that you are already likely to have in your arsenal: Google Analytics.
As I mentioned before, you need to start the website optimisation process by learning about your visitors and about their activity and behaviour on your website and Google Analytics is a great tool for that.
How are your landing pages performing? What are your bounce rates like? How are your visitors navigating your website? At what points do they abandon your website?
By learning all of this, you will know which areas of your website need your attention and where you should focus on testing changes for the purpose of optimising your website.
[clickToTweet tweet="Discover the 10 best #conversion #tools to help improve your website via @lilachbullock " quote="Discover the 10 best #conversion #tools to help improve your website via @lilachbullock"]
2. Crazy Egg
Another useful tool that can help you understand your visitors’ behaviour better and help you collect data for the conversion optimisation process is a heat map tool. One of the best that you can try is Crazy Egg.
What a tool like Crazy Egg does is show you where your visitors look and click, and basically helps you understand your website visitors’ behaviour better. You will also be able to see whether your visitors are drawn to the information you want them to see or not, so that you can make changes to your website in order to improve this.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @crazyegg via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @crazyegg via @lilachbullock "]
3. Clicktale
Clicktale is a useful and very complex tool to help you better understand consumer behaviour and make the changes needed to your website.
They provide in depth conversion analytics for your conversion funnel (where are people dropping off in your funnel?), your forms (where are your forms being abandoned and what can you do to change that?), as well as in depth heat maps that cover your visitors’ clicks, their movement and their attention.
ClickTale also help with more advanced analytics, such as tools for monitoring your website’s health and efficiency, for discovering any client-side Javascript errors and you also get an in-depth bounce ratio report to help you identify whether the traffic you’re getting is truly relevant. You will even be able to replay the journeys your visitors take within the specific page so that you can see what is causing high bounce rates.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @clicktale via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @clicktale via @lilachbullock "]
4. User Testing
One other way of testing your website and learning more about how it’s used by visitors and customers is to use something like User Testing.
With this ingenious tool, you can get feedback directly from your target audience as to what your website is truly like, if it’s easy and intuitive to use and how difficult it is for users to get to the information they need or buy from you.
User Testing uses real people in your target audience to provide you with feedback on your website (or app) that can be written, audio, or even a video with audio. You will get very clear tips and feedback on what difficulties people had on your website, what their journey was like and so on. For example, as you can see in the test above, the user mentioned where they couldn’t find prices, where the text was too small for them to read easily, and so on. These are issues that could hinder your success and yet, you might not even realise that they are an actual problem without having someone point it out to you.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @usertesting via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @usertesting via @lilachbullock "]
5. Qualaroo
In order to learn more about your audience, sometimes analytics aren’t enough and you also need to go to the source. With Qualaroo, you can easily do that by surveying your website visitors directly.
It takes minutes to set it up and what’s great is that you can actually target who gets what survey. For example, they can be asked when they are about to leave your website, when abandoning their cart or when they are downloading something from your website.
And, if you’re not completely sure what you should ask, there is even a question library that you can browse through to use, or simply to get inspiration.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @qualarooinc via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @qualarooinc via @lilachbullock "]
Now that you have the tools you need to learn more about your audience and your website visitors, and their behaviour on your website, you have the data needed to decide what needs to be tested and what not in order to improve your conversion rate. Which means…time for testing your website and for making the changes needed to improve your conversion rate. Here are some of the best tools to use:
6. Visual Website Optimizer
One of the tools that you can use for testing your website is VWO.
They provide different testing methods, such as A/B testing, multivariate testing and split URL testing.
The VWO testing software is very easy to use and you can use their point-and-click campaign builder to easily and intuitively set up your test.
They also provide heatmaps for data collection and they provide advice and tips to help you better optimise your website. Another very cool feature is that you can personalize your website for different visitors so that the information they get is more targeted and therefore, your website is more likely to convert.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @vwo via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @vwo via @lilachbullock "]
7. AB Tasty
Another great tool for testing your website is AB Tasty. Just like VWO, they provide useful data insights such as heatmaps and session recordings, along with tools for setting A/B tests on your website and personalization and targeting features.
In terms of testing, you can use AB Tasty for A/B tests, multivariate tests, split tests and funnel changes (these tests allow you to show changes across multiple pages on your website).
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @abtasty via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @abtasty via @lilachbullock "]
8. Optimizely
Optimizely, another testing tool for increasing conversion rates, allows you to create and test multiple types of experiences on your website.
You can create A/B tests, multivariate tests and multi-page experimentations for different stages of the customer experience, on any device (mobile, desktop, or tablet).
You can also use Optimizely to create personalized experiences for your users and to deliver more targeted content to them, in real time.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @optimizely via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @optimizely via @lilachbullock "]
Our guide to alternatives to Optimizely compares tools built for testing page variants.
9. The Five Second Test
First impressions count – and it’s not just in real life, but also with websites. With The Five Second Test, you can test the design of different pages from your website to find out what real people think of them.
The way it works is, they are shown your design for five seconds, and then they are asked what they remembered. You get their responses in full, along with a word cloud with the words that were most commonly used by them.
[clickToTweet tweet="The 10 best #conversion #tools to help improve your website @usabilityhub via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @usabilityhub via @lilachbullock "]
Comparing options? See Lucky Orange alternatives.
10. Cloud IQ
Cloud IQ offer several useful conversion optimisation features, including web analytics and on site and off site remarketing. First, use their analytics to gain insight into your website and what needs your attention. Then, you can use their A/B testing features to start fine-tuning your website and generate more conversions. [clickToTweet tweet="The 10 best #conversion #tools to help improve your website @cloudiqapps via @lilachbullock " quote="The 10 best #conversion #tools to help improve your website @cloudiqapps via @lilachbullock "]If you want choices side by side, try Crazy Egg alternatives.
I run AI training and workshops for teams, and help businesses with AI enablement and workflow automation, so the busywork runs itself and people get time back. Most of that work is with SaaS marketing teams and small businesses. Here's how we can work together.
New website conversion tools worth a look in 2026
If you want to watch how people use your pages, these three behaviour analytics tools belong on your shortlist. Knowing what visitors do is half of it, and website personalization software can change what each one sees.
Hotjar
Hotjar is behaviour analytics software, now part of Contentsquare, and it has a free plan.
Microsoft Clarity
Microsoft Clarity is a free behaviour analytics tool with heatmaps and session recordings.
Mouseflow
Mouseflow combines session replay, heatmaps and feedback to help you improve your website's UX.
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Frequently asked questions
What are website conversion tools?
They're tools that help you get more visitors to take the action you want, whether that's buying, signing up or getting in touch. Some show you behaviour, like Crazy Egg's heatmaps and recordings. Others let you test changes, like Optimizely, or ask visitors directly, like Qualaroo's surveys and in-app feedback.
Are there free website conversion tools?
Yes. Microsoft Clarity is free and gives you heatmaps and session recordings, Hotjar has a free plan, and Qualaroo offers a free plan for surveys and in-app feedback. If you want more in one place, Crazy Egg's Starter plan is, as of Nov 2026, $29/month and covers heatmaps, recordings, A/B testing and surveys.
Which conversion optimisation tools let me test changes?
Optimizely is built for creating, testing and personalising digital experiences, and Crazy Egg includes A/B testing alongside its heatmaps. For a quicker check before you build anything, the Five Second Test shows whether a design is clear, and UserTesting gives you human insight to guide digital and customer experience decisions.
Conclusion
So, there we go, the 10 best conversion tools to help improve your website – from data collection tools to testing software, there are all the tools you need to optimise your website for an improved conversion rate. What are some of the tools that you’re using for conversion optimisation? Let me know in the comments section and please share:)Related: how to make money on instagram with just 1k followers
She goes deeper on this in her conversion rate optimization webinar with the five-stage CRO process, with a full transcript.
Related reading: What Are The 5 Most Commonly Used Productivity Tools For Small Business .
Published and maintained by the Lilach Bullock team, covering marketing, AI and business growth.
