How to Connect the Top 11 Conversion Rate Optimization Tools

#Business intelligence #CRO


If you are here, you are probably looking for the best conversion rate optimization tools. It’s also very likely that you are interested in ways to integrate them for outstanding results.

There are plenty of great articles about the best services, but it’s much harder to find a detailed guide about integration. With this post, we would like to give you both.

We decided to build up our list this way because we believe you can make better decisions if you understand the effects of combining the conversion rate optimization tools.

This list is for you if you don’t want to spend hours or even days stumbling upon and guessing about things. With our help, you can penetrate the CRO game right away with an easy and integrated setup.

man using conversion rate optimization tools

Why choosing the right conversion rate optimization software is essential

As Forbes contributor Daniel Newman states, “on average, companies are spending as much as $2,000 a month on CRO tools. It is important to pinpoint tools that work best for your company, considering a monthly investment that large.” This is just what conversion rate optimization software could cost; on top of that, you have to account for human resources and other activities.

Calculating an LTV of $1,000 with doublingthe conversion rate to 200, you will have a $200,000 return from a $6,000 spend on CRO tools. A study conducted by VentureBeat states that it is way easier and cheaper to increase conversion than acquire more traffic via advertising. In other words, going from 10 percent to 20 percent conversion is easier than buying an extra 2,000 visitors.

To get that extra 10 percent, all you need to do is answer three basic questions:

  • What happens on your site and why?
  • When does it happen?
  • How can I make it better?

Nichole Elizabeth DeMeré created a great list of 34 tools. Check it out if you want to see all of them. Or, one from Marketer here. We gathered here what we believe are the essentials. Plus, added an important part: how to integrate them to work together smoothly.

Let’s see the tools to combine based on many pros and cons.

To find an accurate answer, first, let’s see the tools you will need to combine for the best results. We will also talk about the pros and cons of using them:


This category is about everything that goes on your site and beyond. For examlple: did visitors watch your explainer video or go to your pricing page?Did they sign up for your newsletter?

google analytics

Google Analytics

Ads, videos, page views… which one influenced the sale? Google Analytics provides a comprehensive measurement system, so you can track all the stops people make on the road to action. The result is loads of data to improve campaigns and reach new audiences as they go through their days.

Price: Free


  • Easy to find tutorials because of the big user community.
  • Custom reporting is perfect to quickly filter out the metrics that are important to you for particular campaigns or time periods.
  • Segmentation is readily available.
  • Easy install allows you to install the javascript on all your pages with the click of a button.
  • One analytics account can be hosted by multiple users.


  • The function of tracking forms and fields on your website is unavailable.
  • Too much information for a beginner.
  • Can’t export raw data.




KISSmetrics provides answers for the questions of Google Analytics

Price: $0-2000+


  • The user-based timeline makes it easy to get in touch with users, because you can see the weaknesses of your site. The more events you track and properties you send along, the more you can see how specific users use your product/service or where they get stuck.
  • Observing funnels and reports helps you get deeper into micro and macro conversion steps and gives you relevant data to work with.
  • Tracking your traffic sources and how they influence conversions is awesome. You can get a perfect view of how much a traffic source contributes to revenue.
  • Medium setup.
  • Customer support!


  • Hard mail integration tool for sending e-mails from KM to users.
  • Google Mobile Ads tracking failures (mobile search and desktop ads are tracked perfectly).



Mixpanel measures customer behavior in apps by reporting actions, not page views. Mixpanel says actions are more important than page views. They help you get the most out of your users from the free trial up to enterprise level.

Price: $0-2000+


  • In-depth information about the source of customers, basically tracking all the events.
  • Allows you to get a better picture of what is happening on your website with segmenting your analytics data.
  • Enables the export of raw data.


  • Tracks e-commerce poorly.
  • Setting up user flows is pretty stiff.
  • Aggregate analytics over a period of only three months.
  • The reporting tool doesn’t allow you to make fully customizable reports e.g. no references broken down by location.
  • Hard to setup.

Why – getting the feedback:


The easiest way to create initial customer development surveys.

Price: $0-70


  • Amazing design and easy setup.
  • Detailed insights.
  • Multiple purposes of use.


  • Limited implementation.

Survey Monkey

Survey Monkey

SurveyMonkey is the world’s most popular online survey software. It makes it easy to create polls and survey questionnaires. You can use it to learning about anything from customer satisfaction to employee engagement.

Price: €0-900


  • Provides skip-page logic.
  • Detailed insights.
  • Can be fully customized.
  • Helps you turn survey data into insights and create professional reports.
  • Multiple purposes of use.


  • It’s only allowed to collect 100 responses per survey in a free version as well as only 10 questions in a given survey.
  • No offline collection feature that automatically syncs your data.



Crazy Egg

Crazy Egg

Crazy Egg is a software that allows you to understand how people interact with elementson your pages. It has loads of features, but there are 4 that stand out. Heat maps, Overlay tools, Confetti, and Scroll maps.

Price: $9 – $99 (billed annually)


  • A pure overlay features that allows you to measure the interactions/clicks on individual page elements.
  • The feature called confetti allows you to look at all clicks to your website and distinguish the referral source, search terms, location and more.
  • Unique segmentation features for new and returning visitors.
  • You can easily visualize the path visitors are taking in your funnel and it allows you to determine what you should tweak.
  • Cheap.


  • Limited API integration with other third party software.
  • Can’t be used as a standalone A/B testing solution.
  • Exporting features are limited to PDF and images.
  • The interface could be improved.
  • No video recording feature.



Helps to uncover the user experience on mobile, tablet and desktop. Impressive heatmap technology thathelps to understand how visitors experience your site from desktops and laptops: Mouse Move, Click, Attention, and Scroll-Reach. Interestingly, it offers a drill-down into individual session playbacks and some awesome site efficiency tools like JS Errors Report, Page Console, Bounce Rate Report, etc.

Pricing: $0-$99 – $790


  • Records videos of user activity.
  • It also provides great insights on contact forms.
  • The ability to analyze either heat maps or aggregate data provides additional methods for evaluating the usability of a site or form.
  • The form analytics tools is a very helpful feature, especially for eCommerce websites.


  • Does not enable a usability research to ask the users the “why” of the actions.
  • Extra JavaScript code is required for each page the usability researcher wishes to use ClickTracks on.
  • Expensive for paid plans.

google analytics

Google Analytics Event Tracking

Google Analytics is the best for tracking non-page view actions. The Google Analytics tracking code, which should be on every page of your website, will – most of the time – take care of the standard page view tracking. However, in order to track things like outbound links (links to other websites), PDF files, links that open up your Email program, video player interactions, or anything that isn’t the traditional page view, a JavaScript “onClick” function using the Google Analytics event tracking schema is often used to accomplish the tasks that the Google Analytics tracking code can’t.

Using event tracking is great, and it allows us to view special interactions that we normally would not have known about before.

Price: Free


  • Clean data.
  • Data history that is easily exportable.
  • No additional effort for anybody.


  • Strategy first, then implementation. Not a one stop solution, like CrazyEgg.
  • Poor visualization.
  • “Right-click and open in a new tab” is not counted as a click.
  • Cannot associate goals with events.


Test and Personalize the Experience

Optimizely Logo


Optimizely is the best in A/B testing and currently has over 10,000 users

Price: Free- Custom enterprise


  • Very easy to sync Optimizely with analytics accounts, and they support a wide range of providers.
  • Comes with multivariate testing (the ability to test multiple page variations at once). However, be aware that this requires at least 10x more traffic.
  • Allows you to test different variations for desktop, mobile, and even tablet devices.
  • Editing features are easy to use for beginners and advanced users with knowledge of CSS and HTML can test advanced features to their hearts’ content.


  • Has a few weird default settings e.g. the analytics (data gathering) is automatically set to off.
  • Most of the best features are on the enterprise plan, making it something out of reach for most users.



SpringTab is a Social Business Intelligence Tool that helps Content Providers, such as Publishers or Online Retailers, who use Single Sign-On, achieve better conversion by revealing social intelligence about their target group that creates auto-personalized user experiences.

It can be built into websites to figure out what visitors like based on their Facebook data, then personalize the experience in order to make it more likely for visitors to come back. For instance, a young lady will see music and fashion content suited to her taste and a guy will see cars, high tech and classic rock from the 80s.

Price: $9-$2,000


  • Easy integration to get always up-to-date insights from social data that other services do not focus on.
  • No anonymous data; all credited details.
  • Auto-personalizing your website based on the same targeting you use in Facebook Ads.
  • Going beyond on-site tracking, it optimizes and tailorsthe website based on users’ social data.


  • Still in early phase.
  • Hard to get started and see the value of the collected data, or figure out how to put it in action.
  • To get the most out of it, you will need to spend a few days of development on the program. 

Intercom logo

Intercom is a user intelligence and behavioral targeting platform that makes it easier to understand, improve, and take advantage of your customer communication. The app provides insight on who is using your product and offers the tools to send personal communicators. You can utilize Intercom to send targeted, in-app messages and behavior-driven emails.

Price: $49-$1,000+


  • Easy to use interface: you see your list of events right off the bat.
  • It’s simple to filter down by segments.
  • Offers in-app messages.
  • Nice customer support.


  • Doesn’t support any meta-data in the e-mail template.


The BIG How of Conversion Rate Optimization Tools

The BIG How of Conversion Rate Optimization Tools

The good news is that basics can be done pretty easily. Here’s how:

First, you need to identify your goals. I know it sounds like a cliché, but if I would say to you right now to tell me your goals in order of priority, could you do it? If yes, great! Now, fire up Google and start looking for the best tools that can help you to achieve your goals. (We also made you a list of the most popular tools.)

Since monitoring these statistics and reacting to them would take too much time, you need to find a servicethat will automate these processes.

The best way to connect most of the tools mentioned in the article is either to have a developer integrate the two APIs, or use an automation tool such as or

After you’ve logged into IFTTT (totally free) you can select which channel you want to monitor. Let’s say you want to automatically add every new Typeform submission into a Google Spreadsheet. Just select your source and destination and you’re good to go. That’s it! And the best part is that with these 3 minutes you spent creating a workflow in IFTTT (or Zappier; it’s totally the same) you probably saved at least 1 hour / week.

Based on our research, a standard rule for an online content provider to start with under $10 with and even staying under $50, in the long run, consists of the following:

  • Google Analytics + Event Tracking
  • CrazyEgg
  • Typeform
  • Optimizely
  • SpringTab

Let’s pick a WordPress blog for our example case. Once you’ve installed your theme and set it up, the first thing should be to add your Analytics account (here is how), then grab your CrazyEgg and insert the snippet. The last Snippet you will add is the SpringTab one once you’ve registered at

Then you will set up your Optimizely account and decide what questionnaire you will feature on your website and create it.

The result just from this process will be a key understanding and clarification of who your most loyal visitors are. Moreover, you will know what they are interested in, where they convert,and what things they like outside of your website, such as music on Facebook. You will be able to interact with them using forms, andsee if they read the whole section of your page.

Based on this data you can create minor changes in layout and content. Also, you will be able to use custom audiences for retargeting. Instead of a traditional pixel, you will have a way more defined target group.

Some tricks we recommend to keep in mind:

  • Have a clear and easily visible CTA element. Use bright colors.
  • Use or LeadIn pop-ups based on user behavior. Just don’t use too much of it!

This was the last item we covered in this post. We are certain that following these steps could raise your conversion rate with low digits, at least. Later we will cover some advanced tactics. Subscribe to our newsletter, if you are interested in an update!


by Péter Szántó
on Tuesday, April 19, 2016

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