40+ Conversion Optimization Tools (Reviewed by Experts)

40+ Conversion Optimization Tools (Reviewed by Experts)

Men have become the tools of their tools.

Henry David Thoreau

Whether you’re a CX optimization agency, consultant, or in-house at a startup or enterprise, investing in the right conversion optimization tool is a big decision.

We’re asked often whether a tool is good, bad, or downright awful, and until now, haven’t put it all together into a cohesive post.

To navigate the list, you can filter tools based on function as well as company size. We also gave the option to view only Peep’s favorite tools.


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  1. Hi Alex,
    Many thanks for featuring us (changeagain.me) in your post. Such an honour!


  2. Thanks for featuring Formisimo, love the review.


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      Thanks for the comment, glad you liked our list!

  3. Great summary! For VWO, did you know that there is an integrated On-Page Survey function (that Peep has already tried out), and of course our Heatmaps, which have been bundled with VWO since the beginning?

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      Awesome – added a link for the On-Page Survey function. Thanks!

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      Thanks Arthur – updated it!

    2. I stand corrected! I would suggest calling your intervals “credible intervals” rather than “confidence intervals”. I believe the latter is a Frequentist term.

  4. Am I missing something? What link do I click to see the list?

    1. Am I missing something? What link do I click to see the list?

      –Never mind, got it.

  5. 53? Really? Respectfully, I stopped before I even started. If you can’t make up your mind, I certainly can’t. I look to CXL to reduce the clutter in my brain.

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      Hence the filters!

      Filter by the tool category or my favs – and you have a much smaller list.

    2. I went through every single one and could’ve went through another 53 this was great!

  6. Great article Peep and Alex, always fun to see what you guys are using.

    **Quick note, you have 2 of the same filter for “Workflow Tools”

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      Good eye – these custom fields can be quite sensitive to things like upper and lower case. Updated it!

  7. Thanks Alex for a great post, but, without screenshots of each tool I don’t think it grabs you to either check the most relevant ones to your business or bookmark it as a source of needed links.

    I would just outsource this. I’m sure it would be well worth it!

    Patri Hernandez

    1. Avatar photo

      Thank you – that’s an awesome idea. This will be a post that we continue to adapt and update, so that’s something I’ll look into. Could bring a clearer picture to each tool.


  8. One of the pioneers of AB/MVT (Optimost, now part of HP) isn’t listed. Anyway, great info., thanks for the write up.

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      Hey Jake! Indeed we didn’t list all the tool. Have you used it recently, and want to write a review about it?

  9. Curious as to the metric you’re using when you say Optimizely is the largest testing tool “by a large margin?” Both Adobe Target and Maxymiser each serve up more test experiences across their clients than Optimizely has served in its entire company’s history (30M according to the press release associated with their latest funding)

    1. Excuse me – meant to say Adobe and Maxymiser each serve up more experienced in a single month across their clients than Optimizely has in its entire history – 30 billion

  10. You should try Yandex Metrika it has basically all of these 53 tools in ONE place.

    It also records what exactly the users are doing on your website.
    Kinda creepy but works so well!

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      Looks cool – I’ll check out Yandex Metrika. Thanks for the heads up

  11. Hi Alex,

    This is a great list of tools information post to improve our conversions, I am using some of them, but I don’t know some of the tools names till now, after reading this article I came to know about them, thanks for sharing such valuable information, see you soon with another article.

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      Glad you enjoyed the post, Siddaiah. Thanks for the comment.

  12. On behalf of ClickTale, thanks so much for the article and thanks so much to Yehoshua for your kind words about ClickTale!

    Wanted to add that one way to analyze by marketing campaigns is to integrate with Adobe and Google where you may already have these campaigns configured. ClickTale provides a two-way integration with Adobe and Google Analytics such that any segments defined in those solutions become available within ClickTale. All analysis (funnels, heatmaps, replayc, etc.) can then be filtered by your Adobe/Google segments. Our customers like that because it avoids the risk and redundancy of configuring segments in multiple locations. They usually think of Adobe or Google as the heart of their digital analytics eco-system and this integration enables them to continue their analysis flow into ClickTale.

    Thank you again!

  13. On behalf of the ClickTale team, in addition to my previous thank-you and comment about integrated analysis I should also mention that filtering analysis by marketing channels, keywords, and other traffic sources are also just some of the many built-in segmentation capabilities.
    Thank you again!

    1. Avatar photo

      Thanks for the heads up, Akin. We’ve updated it – let me know if everything looks good now!

  14. Hi Alex,
    Its sure helpful having this list of 53 top conversion optimization tools. To be frank, some of these tools are new to me.

    I have only utilized a few such as Google Analytics, and Pingdom Website Speed Test. I am planning on using CrazyEgg and KISSmetrics and I hope they would not disappoint.

    I see that each of these tools have their different analytical function!
    I left the above comment in kingged.com as well

  15. Hey Alex – Great list I must say! Always happy to discover new tools! One thing that is quite a must have (from experience) in order to implement/test new tools are apps like Zappier and Segment which allow you to enable those new tools on your sites in a matter of seconds.

    What i felt was missing tough, are applications like http://www.trackingdesk.com that enable building and testing responsive marketing funnels which can increase immediately both onsite and post click conversion rates.


  16. Great review and nice to see which tools are used in the industry.
    Maybe an addition to the list.
    I’ve used both Pingdom and Google Pagespeed insights but I prefer gtmetrix (gtmetrix.com). Seems to give me more detailed info.

  17. Hi there Alex,

    You have a quite long list of tools for conversion optimization tools.

    Not all are familiar to but yet I like it because this list gives me list of ideas that are useful. Readers would love the tools shared. It might help them use better tools to leverage their goals.

    Google tools and CrazyEgg are some of the top tools I will recommend.

    A marketer needs to use the right tool for the right job.

  18. No mention of Google Consumer Surveys with the Qualitative Surveys section? That is a must add.

    1. Second time I submitted this? Thank you.

  19. Hi Peep

    What’s your view on Monetate or Evergage? It falls in the same class as Maximyser. Both tools are enterprise level and are A/B multivariate and deep personalisation platforms.


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      They are more personalization, and less testing tools. Setting up a test with Monetate is a nightmare. Analyzing test results – horror. Integrating tests with tools like Google Analytics – horror!

      Evergage provides a way nicer user experience. You can run tests within the personalized segments, but you can’t / shouldn’t really use it as a testing tool. You need Optimizely or VWO etc for that.

  20. You might want to consider adding Reactful to the mix for in-session Reactions to visitors’ digital body language. Should be pretty relevant for people looking around for powerful conversion tools.

    Due Note: I’m one of the founders of Reactful.

  21. I would highly recommend https://survicate.com/ as one of the best survey tools that I have used. Their targeting and segmenting capabilities were the best ones I have seen so far.

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40+ Conversion Optimization Tools (Reviewed by Experts)