Over the last few blogs we have looked at what conversion rate optimisation is, how to improve your conversion rates from social media and Google. We have looked at ways to improve your website conversion rates and the different tests and experiments you can do to do this. But what tools can you use to help you implement CRO strategies and actually improve your conversion rates?
What are CRO Tools?
Conversion Rate Optimisation tools are tools that businesses use to help you collect data about your website and its visitors. This data in turn helps you understand how people use their site, as well as hot to identify potential changes and test them to potentially increase conversion rates. Simply put: CRO tools help you understand what visitors are actually doing on your website.
Which CRO Tools should you use?
There are hundreds of tools available that you could use to help you improve your conversion rates. There are ultimately three categories of CRO tools to help you understand what visitors are doing on your website.
- Web analytics CRO tools
- Behavior analytics CRO tools
- CRO testing tools
1. Web Analytics CRO Tools
Tools that help you with Web analytics are the tools that help you understand what is actually happening on your website. It is important to understand what is going well on your website, and what isn’t working all that well either. This is a vital part of Conversion Rate Optimisation.
Web analytics tools give you an insight into metrics such as the bounce rate, sessions, session duration, and pages that have higher exit rates.
One of the top tools to use for web analytics is Google Analytics. With a whopping 29 million websites making use of this tool, it is a powerful tool to have.
Google Analytics can help you understand where your traffic is coming from, the patterns of traffics on your website as well as your conversion rate goals in the moment. It links into all the other Google apps such as Google Ads and Google Search Console which makes it a great tool to understand your your website traffic. Additionally you can track the metrics we mentioned above.
2. Behavior analytics CRO tools
Behaviour analytics tools are the tools that help you understand why the visitors to your site are behaving in a certain way. You need to be able to understand what your visitors want, in order to provide them with what they need. This is an important aspect of improving your conversion rates.
Gaining an understanding of what is happening on your site is important but knowing why visitors are acting in the way they are will ultimately help you solve any conversion problems you may be having.
One of the top behaviour analytics tools is HotJar. HotJar helps you track and measure user behaviour as well as user feedback. It is great as it incorporates tools such as heatmaps and session recordings as well as feedback tools such as on-site surveys. This allows you to understand pain points for users that are inhibiting your conversion rates.
3. CRO testing tools
While the first two tools can help you identify potential problems and changes you can make to your website to help increase conversions, Testing Tools are the tools that will help you understand if the changes have actually worked – or not.
In the same way that you want to know if there is a high bounce rate because users are confused about your call-to-action, you also want to make sure that the changes you implement from this data actually work.
Testing tools help you compare and measure changes. This allows you to see which version has better conversion rates.
One of the best tools to help you test and actually optimise your site is Google Optimize. Google Optimize ties in with Google Analytics, and allows you to use various kinds of testing. On Google Optimize you can make use of A/B Testing, Multivariate testing and Split Testing.
Another tool is Instapage that allows behavioural targeting. It ultimately allows you to deliver personalised, dynamic content to your site visitors based on their ‘profile’ and allows you to test various different landing pages tailored to different segments of your audience.
Conclusion
When it comes to Conversion Rate Optimisation, your options are endless. You can adjust CTAs and add social proof. However if you don’t have tools to help you understand whether your changes are making the difference you are looking for, there isn’t much point in changing anything at all. Using Web analytics CRO tools, Behavior analytics CRO tools, and CRO testing tools is a huge plus. You can see what is happening on your website, how users are interacting with your website, and what changes you need to make – as well as how those changes affect your CRO.
