The Complete List of Conversion Rate Optimization Resources

Aditya RanaConversion Rate Optimization, ResourcesLeave a Comment

Your marketing duties don’t end once you’ve driven a visitor to your site.

You still need to convert the visitor into a buyer.

These conversion rate optimization resources will help turn your traffic into leads, customers and sales.

CRO involves a structured and systematic approach to test a wide variety of features on your site which could be causing a bottleneck and driving users away. This can range from your copy, landing pages, call-to-actions, pricing strategy, and whole customer acquisition process.

With paid advertising getting costlier and more competitive by the day, CRO provides an alternative low-cost method to create momentum and take you ahead of your competition.

This guide will provide you with best-practice resources that you can use to implement on our site and a list of tools to carry out testing to identify choke points on your site.

Landing Page Tools

If you’re going to run a successful CRO campaign, you’ll have to create and test a lot of landing pages.

You’re spoiled for choice when it comes to tools in this category. Where there were hardly any CRO landing page testing tools a few years ago, there is now an avalanche of powerful tools.

A good landing page tool will offer:

  • A large range of landing page templates
  • A way to quickly customize landing page templates
  • A way to test landing pages

Here are some of my favorite conversion rate optimization tools for building & testing landing pages:

1. Unbounce

Unbounce lets marketers build, publish and test landing pages. It’s probably my favorite tool for building landing pages, and certainly the most popular among marketers and small businesses.

Unbounce also recently launched “Convertables” which are a suite of tools for converting visitors to leads.

It’s not exactly cheap; the basic plan starts at $79/month. For the recommended plan, be prepared to shell out $159/month.


2. Convert


Besides a smashing domain name (seriously, you can’t get better than, Convert also offers enterprise-grade personalization capabilities.

I haven’t tested this one out personally so I can’t comment on how good (or bad) it is. I do know some fast growing companies that use it and swear by its robustness.

Either way, you’ll have to shell out a pretty penny for it. Pricing starts at $499/month for the cheapest plan (yikes!) – kinda befitting the “enterprise-grade” moniker.


3. Lander App


The LanderApp promises “free” landing page creation and testing capabilities. This makes it ideal for small businesses and solopreneurs who want to get started with conversion rate optimization but don’t have the budget (or the traffic) to support it.

If you do decide to upgrade to a paid plan, the cheapest plan would set you back by just $16/month. However, this gives you just 5k tested visitors. Good for small websites but nowhere near enough to have an impact.


4. LeadPages


LeadPages has quickly emerged as one of the internet’s favorite landing page and opt-in form creation tools. It works particularly well for bloggers thanks to the close integration with Drip (which LeadPages acquired last year).

LeadPages’ strength is its opt-in form feature. For pure A/B testing, however, you’ll find it lacking in robustness and accuracy. Small businesses will like its ease of use and the extensive library of templates.

LeadPages is one of the more affordable tools on this list of conversion rate optimization resources. Plans start at just $25/month if you pay annually.


5. Optimizely


Optimizely calls itself the world’s leading “experience optimization platform”. Beyond simple landing pages, Optimizely provides website and mobile A/B testing and personalization for the world’s leading brands (such as NYTimes).

Optimizely is the tool you’ll want to use if you:

  • Have a lot of traffic, and
  • Want a robust, enterprise-grade suite of testing tools

Optimizely has a bunch of products to choose from, including a mobile optimization suite. It’s best that you check out the pricing page to understand the different plans better.


  • Marketizator is a tool which integrates 3 major features: web personalization, surveys, and A/B testing.


  • Maxymiser allows marketers to test, target and personalize what a customer see on a web page or mobile app


  • Optimization tool that allows creation of A/B tests

AB Tasty

  • AB Testing tool that allows tests to be carried out in a few minutes without technical knowledge.


  • Allows you to build, publish, segment, personalize, and optimize your landing pages without the need for hosting or third-party software.

47. Five Second Test

  • Allows you to test home page designs, landing pages, logos, brochures and marketing material.

48. Button Optimizer

  • Allows you to design and customize call-to-action buttons in minutes.

49. WebPagetest

  • Allows you to run a website speed test using real browsers at consumer connection speeds


Analytics Tools


  • Clicktale is analytics platform enabling e-businesses to have an insight into their clients’ online behavior.

9. Crazy Egg

  • Crazy Egg offers click, scroll and heat maps giving you a visual overview of how your users are navigating the site

10. Decibel Insight

  • Decibel Insight is an analytics tool offering dynamic heatmaps, form analytics, behavioral alerts, and error reporting.

11. Heap Analytics

  • Heap Analytics automatically captures every user action in your web or iOS app and lets you quantify the results.

12. HotJar

  • HotJar provides you the big picture by revealing online user behavior by combining analysis and feedback tools


  • Analytics product which helps you identify, understand, and improve metrics that drive your online business.

Lucky Orange

  • Lucky Orange offers lets you quickly see who is on your site and interact with them in a variety of ways.


  • Popular tools for funnel and user behavior analysis.

18. Mouseflow

  • Mouseflow is a heatmap tool that shows how visitors click, move, scroll, browse, and pay attention on websites.

19. Open Hallway

  • Open Hallway allows you to record users either remotely or locally and watch the video result from your browser.


  • SessionCam is a visual web analytics tool that allows website owners to record and play back any website activity on their website whenever a visitor interacts with their site


  • UsabilityHub allows you to run preference tests which help you to confidently choose between two design options by asking users which one they prefer.

26. UsabilityTools

  • Analytics tool for user session replay and in-page visual web analytics


  • Web Analytics tool which provides you with historic and real-time data regarding website traffic.


  • Heatmap allows you to explore heat maps and real-time page statistics.


  • Inspectlet records videos of your visitors as they use your site and allows you to see everything they do


  • Heatmap platform that uses visual representations to let you know how your site is converting visitor actions.


Opt-In Form and Pop-Up Tools

6. Pippity

  • Provides data on time-spent-on-popup and on-site allowing you to determine effectiveness.

7. HelloBar

  • HelloBar is a lead capture tool that allows you to add a popup form to your website to grow your email list, and promote your social pages.


  • SumoMe is a WordPress plugin that offers a plethora of tools to help you grow your email list.

33. LeadIn

  • Suite of tools by Hubspot which provides allows you to get insights into everyone who fills out a form on your site


Customer Surveys and Feedback Tools

13. Kampyle

  • Kampyle allows businesses to listen and engage with their customers


20. Qualaroo

  • Qualaroo is a website survey tool which makes it easy to uncover customer insights

21. Qualtrics

  • Qualtrics is web based software that allows the user to create surveys and generate reports without having any previous programming knowledge..

23. SurveyGizmo

  • SurveyGizmo offers easy-to-create online surveys

24. SurveyMonkey

  • Survey Monkey is a popular tool for creating and distributing surveys


  • Woopra delivers live granular behavioral data for individual website visitors and customers..

36. Browserling

  • Allows users to launch a number of browsers to test out their websites right in your browser

37. BrowserStack

  • Allows website owners to test their websites across various browsers on different operating systems and mobile devices.


  • Custora is a predictive tool which informs how customers will behave in the future.


Content Optimization and Analysis Tools


  • Content optimization tool for online marketing and SEO

28. LandBook

  • LandBook allows you to explore methods of how other companies are utilizing elements such as copy, positioning, layout, and design.

29. Headline Analyzer

  • Tool which analyzes headlines to determine its emotional marketing value (EMV) score.

34. BuzzSumo

  • Buzzsumo is a powerful search tool which tracks content on all social networking sites (ie; Facebook, Twitter, and LinkedIn) and ranks them based on the number of shares


38. Effective Experiments

  • Comprehensive project management and workflow platform to help CRO teams collaborate and keep everyone up to date

39. Formisimo

  • Formisimo is an advanced form analytics tool that records how users interact with your fields.

42. ScreenFly

  • ScreenFly is an application which helps designers make sure their website appears as desired on all device forms out there.





Copy Techniques

1. Use surveys to get copy-friendly insights of customers’ struggles, fears and desires

2. Social proof your copy by adding the number of users, followers, or likes in your text

3. Add a number in your headlines to increase click-through rate

4. Add reassurance copy near your call-to-actions such as guarantees or star ratings

5. Don’t be shy in writing a long copy especially if you have a expensive or complex product

6. Get rid of large blocks of text by breaking things down into bullet points making text easier to read

7. Use second person copy as opposed to first person to achieve higher conversion

8. Use action oriented copy to appear more persuasive

9. Use information gaps in your copy to generate curiosity and drive lead generation

10. Don’t leave visitors guessing with vague headlines. Be specific about what your product or service does to boost conversion.

Design Techniques

1. Your website load time can be the difference between abandonment and conversion.

2. Optimize your site for mobile experiences or you may risk losing traffic to competition

3. Multiple high-quality product images from various angles are a must to drive sales

4. Browse your competition’s websites often to see what they are doing right and borrow those strategies

5. Repurpose your most important content to fit the F-shape heat map pattern

6. Do not lose out on form completion rates by having users re-fill entire forms after submission due to mistakes. Use inline validation to provide a heads-up as they work

7. Add autocomplete suggestions on searches within your site.

8. Add search filters on categories so users do not waste time looking for what they want

9. Use images of real people preferably from your company over stock photos

10. Include e-mail opt-in forms on your site’s ‘about us’ page

Funnels Techniques

1. Constantly monitor metrics in your funnels and identify blockage points which you can optimize.

2. Get interested users engaged as early as possible by providing full version trials either free or at minimal cost

3. Invest in a landing page creation tool to create unique pages for different customer segments

4. Add live chat on critical pages such as service sign-up or point of sale

5. Identify, segment, and target different user types through different conversion funnels

6. Visually display progress as a user makes his/her way through your sign-up funnel. 


7. Remove site navigation and all unnecessary as distractions are an opportunity to lose a conversion.


8. Retarget people who have abandoned your page at any stage through adwords and offer them incentives such as discounts

9. Collaborate with your team to nurture leads based on customer segmentation as defined by you

10. Speed up movement through your funnel by providing demos and high quality educational content

Call-to-Action Techniques

1. Use scarcity and urgency to create value to evoke action from users

2. Use traditional-looking buttons on your call-to-action links

3. Prominently display an option to socially share each page with social sharing buttons

4. Make your call-to-action button stand out from the rest of the page by using a contrasting color

5. Don’t shy away from using multiple call-to-actions on a page after each persuasive point

6. Use benefit-oriented terms on your call-to-actions

7. Your call-to-action should be below your content as opposed to top to prevent abandonment

8. Include relevant visual cues near call-to-action buttons if it adds to user experience

9. Don’t crowd your call-to-action with information unless it is key to taking an action

Pricing Techniques

1. Convince users they are receiving a good deal by displaying higher price anchors which make your prices seem at a ‘discount’

2. End your prices with “7” or “9”

3. Provide free shipping as it is associated with convenience of online shopping and worth the expenses incurred to boost sales

4. Reframe your price by offering payment options based in installments

5. Reduce pain points by reframing and scaling down prices from yearly to monthly costs

6. Sprinkle in useless price points to convert users from bargain hunters to value seekers

7. Utilize the power of free to appeal to the user’s’ senses. Not many people are able to derive the value of a percentage discount but free is universal in every language

8. Test different price models to determine how much your product is worth to customers


Testing techniques

1. Determine if visitor attention is directed towards your call-to-actions as opposed to elsewhere.

2. Create feedback surveys to determine your customer satisfaction index

3. Track your users and analyze what is distracting them from completing micro-conversions

4. Conduct live usability tests to determine problematic area(s) slowing down visitors 


5. Test Small Changes in High-Impact Areas

6. If your site receives little traffic, test radical designs

Spending money on advertising to remove barriers in your conversion funnel is pouring money down the drain. If visitors on your site are not doing what you want them to do, you need to follow a optimization process. Guesses and hunches will only get you so far.

With this guide, you have seen that conversion rate optimization involves analyzing qualitative and quantitative data to discover methods for continual improvement in user experience.

You now have the tools, knowledge, and know-how of how to tackle bottlenecks on your site and be on the right track for success.

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