Ultimate list of conversion optimization tools

There's a growing number of conversion optimization tools out there. Taylor Pratt of Raven Tools has compiled a comprehensive list that we'll continue to update. It's a helpful resource for anyone working on a website's conversion and usability to save time and get better insight.
Ultimate list of conversion optimization tools

Just two short weeks ago I spoke on a landing page optimization panel at PubCon. While I in no way consider myself an expert on the subject, I do spend a lot of time testing tools that I think might help improve the usability and conversion rate of the Raven Tools website. As a result, I geared my PubCon presentation around the growing number of conversion optimization tools out there. I thought it would be a helpful resource for anyone working on their site’s conversion and usability to see the multitude of tools at their disposal to save them time and to help get better insight into the work they are doing.

I broke the list into three parts based on the type of conversion work you’d be doing:

Concepting tools

Concepting tools help you design/mock-up a webpage or an entire website. They can even help you design funnels and lay out your conversion process. A few tips when in the concepting phase:

  • Define your goals: Determine the objective of your website and each page in particular. Once you understand the purpose of a page, it’s much easier to lay out your CTAs. I also strongly recommend that in addition to what your goals are on a page, you consider what your visitors’ goals will be when they view the page.
  • Analyze existing data: Before you redesign a page, look at the data you already have. Look for trends, prioritize keywords, get a feel for what the user thinks of a page before deciding for them (again) how they want it laid out.
  • Understand the way your site currently reads: What are the first three words of your paragraphs? What images and other visual examples do you have? The goal is to understand the way you are currently presenting a web page to your user. Are you properly setting their expectations with your content and images?

Concepting tools to try.

Attention and click testing tools

Attention and click testing tools help you figure out what users are doing on your site. What’s grabbing their attention when they first view a page? Where are they clicking? A few of the click testing tools that are on the list can segment by referrer (e.g., Google, Facebook, Twitter), so keep in mind what type of traffic is visiting your page the most and consider tailoring the experience toward that. A few insights you should look to get from these tools:

  • Figure out where your users are clicking the most and why. Is it where you want them to click? Is what they are clicking on actually a link?
  • What initially draws your visitors attention? Is it your call to action or is it something different? At what point are they actually looking where you want them to?
  • Are you properly setting the user’s expectations within the first second? You have less than a second to make an impression on a visitor. Are you making the right one?

Attention and click testing tools to try.

User testing tools

What better way to figure out what your users like and hate about your web page/website design than to ask them? The tools listed in this section help you recruit testers for your website; get instant feedback in your site design; record video, audio and your users’ screen movements; and even automate your user tests. A few tips when setting up and conducting user tests:

  • Test with real users as soon as possible. “Real users” are users that would actually use your product/service
  • Do what Jakob Nielsen recommends: 5 users for qualitative tests (with real users), 20 users for quantitative tests (automated tests) and 15 users for card sorting.
  • Ask specific questions to the user. Make sure you encourage them to think out loud so you can fully capture their thought process.

User testing tools to try.

Our list of conversion optimization tools is not a complete one, and we’ll be continuing to update it as we discover new tools. If you have a tool you’d like to see added to the list, drop it in the comments or tweet me.

Happy testing!

  • http://www.marketingprofessor.com Travis Campbell

    Excellent explanation and lists of tools to try. Thanks for putting this together Taylor!


  • http://raventools.com Taylor Pratt

    Thanks Travis! I was surprised at how many there were that I haven’t tried. Love having multiple options for conversion testing tools.

  • https://vwo.com/ Paras Chopra

    Hey, you can add Visual Website Optimizer to the list too! Our tool offers heatmaps integrated with A/B testing.

  • Danny Denhard

    Really cool list and well explained.

    Follows up nicely from some of your tips from Pubcon Taylor

  • Nick Stamoulis

    That’s quite an extensive list of tools, and I must say, I haven’t tried the majority of them. I tend not to use automated tools and focus more on analyzing what the site is currently doing using their analytics. and working from there. This is certainly a post worth referencing. Hope you had as much fun at PubCon as I did!!

  • http://raventools.com Taylor Pratt

    Paras – Awesome tool, added it to the Click and Attention Testing tools list.

    Nick – I’m with you there, but there are a lot of tools that aren’t automating anything, just giving you more visual insight into what users are doing. Analytics are amazing, and I love them, but they can’t show us everything we need to know. PubCon was a blast!

  • http://www.firstfound-blog.co.uk/ Andy @ FirstFound

    Thanks, this looks to be a good list – and for once, someone’s done a benefit analysis as opposed to listing features!

    Excellent stuff, thanks.

  • Nick Stamoulis

    Thanks Taylor! Pubcon was a blast! :)

    Also, I featured this blog post in my weekly blog posts to read here:

    Take Care!

  • Joe Doveton

    Thanks Taylor, this is very solid advice. I just want to highlight some of our work and our thinking here at Oban Multilingual on CULTURAL Multivariate Testing, and how important it is for businesses to tailor their landing pages to different groups of international visitors. Our tests are finding remarkable differences in the way users interact with templated websites across Europe. Go to http://www.culturalmultivariate.com for some of our blog posts.

    Good luck and happy testing!