There are countless CRO tools that can improve the conversion on your website, but it can be quite a challenge to choose one. Often this is also because the functionalities are shared.
In this blog, we explain what CRO tools are and what insights they can provide you.
What are CRO tools?
Conversion Rate Optimization (CRO) tools collect data about your website and its visitors to give you insight into how people use your website. They can also analyze this data and identify possible changes that can improve conversion.
CRO tools can:
- Provide insight into why you can't convert visitors into customers,
- Analyze and identify possible changes that can improve the site's UX and conversion rate, and
- Test changes you make on your site and then adjust to achieve the highest conversion rate.
Types of CRO tools
CRO tools are generally divided into three main categories:
- Web analytics CRO tools, such as Google Analytics
- CRO tools for user behavior analysis, such as Hotjar and Microsoft Clarity
- CRO test tools, such as Google Optimize
Google Analytics
Google Analytics (GA) is the most popular web analytics tool with over 29 million website installations. It is a free tool that you can upgrade to GA 360 to record more data.
What it's good for: GA allows you to track your website activity, traffic sources, and conversion goals in real-time. It shows general statistics such as sessions, session duration, bounce rates, new users, and average engagement time.
Recently, Google Analytics 4 has been launched. This allows you to view even more statistics. If you are currently working with Google Analytics, make sure you are aware of the changes and possibilities of Google Analytics 4. Eventually, Google Analytics will disappear, and we will switch to Google Analytics 4.
Hotjar & Microsoft Clarity
Hotjar is a website analysis tool where visitor behavior can be visually tracked. Additionally, you can present surveys to the visitor to gain more insight into the visit and where the visitor might get stuck during the visit.
Also, the (currently still) free tool from Microsoft, Clarity, is a website analysis tool. The primary functions of this tool include:
- Heat Maps – visualize what website visitors can see
- Recordings – see what website visitors can see
- Incoming feedback – direct feedback from visitors in the form of emojis
- Surveys – questionnaires or surveys with open questions to understand the context behind visitor actions.
Google Optimize
Convenience and cost are the reasons why Google Optimize is included in our list. Although it is not the most robust or streamlined tool, our clients choose to work with Google Optimize due to the cost and integration with Google Analytics. You will need a developer on hand to help you create your experiments, so consider this before choosing the platform.
