Top 5 Conversion Rate Optimization (CRO) Tools in 2025
Traffic is pricey, and 2025 audiences expect instant, seamless experiences. The right Conversion Rate Optimization (CRO) tools convert those hard-won clicks into customers. Discover five standout platforms that boost revenue – without inflating your ad budget.
What are CRO Tools
Conversion Rate Optimization (CRO) is a set of methods aimed at increasing the number of target actions on the site: purchases, subscriptions, applications, etc. The success of their implementation nowadays largely depends on the use of specialized tools that allow you to streamline work at each stage.
CRO tools help marketers, web analysts, and UX specialists automate key optimization stages, measure results more accurately, and implement effective solutions faster. They can be used to perform tests, analyze user behavior, identify pain points on pages, and improve user experience.
These services are especially important at the scaling stage: when traffic is already stable, but conversion growth slows down. Then they help identify subtle behavioral patterns, test hypotheses, and increase the return on the already attracted audience – without the need to increase the advertising budget.
CRO tools solve the following tasks:
- Facilitate the testing process. The services allow you to conduct at least A/B testing, and sometimes a number of other types. They make it much easier and faster to test different versions of web pages, landing pages, email newsletters, and multichannel marketing campaigns. With their help, marketers easily determine the most converting options and launch them into work.
- Find errors and opportunities for improvement. CRO tools perform a comprehensive analysis of the site to assess its conversion potential. They collect and process a large volume of data on its technical condition, content, visitor behavior, and other important aspects. Based on this information, the programs identify existing conversion problems and provide recommendations for eliminating them.
- Automate KPI measurements. Thanks to CRO tools, specialists can measure the key performance indicators of their campaigns much faster and more accurately: click-through rate (CTR), conversion rate (CR), bounce rate, and others.
- Improve user experience. By analyzing user behavior and their interactions with the site, CRO services find patterns and generate personalized insights to improve user experience. This helps webmasters and marketers make strategic decisions that strengthen audience loyalty and increase conversion rates.
There are many CRO tools available on the market today, from simple solutions to complex platforms. We have prepared a review of the best CRO software, considering their capabilities and strengths. Having familiarized yourself with them, you will be able to choose the most suitable option for both current and future projects.
ApiX-Drive
The ApiX-Drive online application connector allows you to automate many workflows and tasks using no-code integrations. Marketing and sales professionals actively use the tools of this conversion rate optimization software to automate advertising campaigns and interact with leads and clients.
Key features:
- The service can be used to automatically collect leads from websites, social networks, online chats, and other sources, as well as their subsequent transfer to CRM, spreadsheets, or marketing platforms.
- The tool excels at automating multichannel digital marketing campaigns. Hundreds of integrations with popular messengers, advertising systems, SMS/email services, and other useful programs help optimize any campaign for maximum conversion.
- Integration with web analytics systems makes it possible to automatically collect and process an unlimited amount of data from websites, online stores, and other channels.
- Integration with ChatGPT and other AI chatbots allows automating communication with potential and current customers, providing fast, personalized responses. This approach saves the team time and contributes to increased conversion due to an improved user experience.
The service's pricing plans consider the needs of users of different categories; therefore, they are divided into three lines: Basic, Premium, and Embedded. The basic line is represented by four plans:
- TEST-DRIVE (1 integration) – free.
- START (up to 25 integrations) – $25 per month.
- STANDARD (up to 50 integrations) – $49 per month.
- PRO (up to 100 integrations) – $79 per month.
The prices listed are on a monthly basis. If you pay for a subscription to the selected plan for three months, six months, or a year at once, you can save money. Each tariff plan includes a 14-day free trial period.
VWO (Visual Website Optimizer)
VWO (Visual Website Optimizer) is one of the best conversion rate optimization tools designed for comprehensive testing of websites, mobile, and server applications. This service allows you to track and analyze user behavior, identify bottlenecks in user experience, and optimize the interface based on the data obtained. It has powerful functionality for creating experiments, personalizing content, and assessing the impact of changes on conversion.
Key features:
- The service supports over 125 types of website and app testing, including various A/B testing formats and multivariate experiments. It is ideal for implementing conversion rate optimization strategies, allowing you to test hypotheses in practice and improve user experience on the site.
- Users have access to six powerful analytics features: session recordings, heat maps, forms, funnels, and segmentation. By using them, specialists can obtain a large array of data for optimization.
- The VWO Personalize tool helps you effectively personalize user experience in online stores (eCommerce Visitor), SaaS products (SaaS Visitor), and online learning systems (eLearning Visitor).
- With the VWO Data360 cloud platform, webmasters and marketers can automate the process of collecting, processing, and enriching user data in real time.
- VWO Plan is a collaboration product that enables teams to test, build funnels, analyze data, and more, faster and more efficiently.
VWO offers 4 pricing plans:
- Starter (A/B and split testing, limited options, goals and metrics, unlimited experiments) – free.
- Growth (all Starter features plus unlimited options, goals and metrics, AI assistant, workspaces, add-ons, and more) – $339 per month for 50,000 tracked users.
- Pro (all Growth features plus multivariate testing, Geo & Cookie targeting, unlimited campaign history, campaign planning, and more) – $1,049 per month for 100,000 tracked users.
- Enterprise (all Pro features, plus a widget library, behavioral and IP targeting, SSO, API, onboarding, and more) – the cost is calculated individually and is provided upon request.
You must pay for the subscription to the selected tariff plan for the entire year at once. There is no monthly payment mode. Each tariff plan has a 30-day free trial period.
Crazy Egg
Convenience and rich functionality have made Crazy Egg one of the most popular tools among the best conversion rate optimization software. With over 400,000 users worldwide, Crazy Egg offers intuitive visualization tools and analytics that have made it a frequently recommended solution among digital marketers and UX professionals.
This platform is actively used by marketing agencies, online stores, online courses, and other businesses that need to understand user behavior and improve the efficiency of their web resources. It is especially appreciated for visualizing user activity in the format of heat maps and scrolling.
Key features:
- Webmasters and marketers can create heat maps of different types, tracking how visitors interact with their sites and identifying pain points in the interface. This makes Crazy Egg a valuable element of complex conversion optimization strategies. The obtained data can be exported and segmented based on 20 filters.
- The service allows you to record user sessions, filter visitors by various parameters (for example, where they came to the site from), and visualize their experience of interacting with the product.
- The platform's e-commerce conversion rate optimization tools help you easily prepare and run A/B tests to measure the conversion metrics you need.
- The program supports integration with various CMS (WordPress, Wix, Squarespace, Shopify, and others) and third-party analytics tools (one example is Google Tag Manager).
- Thanks to this service, specialists can effectively analyze web traffic by a number of parameters and identify errors on websites that worsen their conversion rate.
Crazy Egg offers 4 pricing plans:
- Starter (5,000 tracked pageviews, 50 session recordings, 5 heatmap reports, 6 months of history storage) – $29 per month.
- Plus (150,000 tracked pageviews, 1,000 session recordings, 75 heatmap reports, 2 years of history storage, unlimited A/B testing, error, conversion, and CTA tracking) – $99 per month.
- Pro (500,000 tracked pageviews, 5,000 session recordings, 100 heatmap reports, 2 years of history storage, unlimited A/B testing, error, conversion, and CTA tracking, unlimited surveys, domains, and more) – $249 per month.
- Enterprise (1,000,000 tracked pageviews, 10,000 session recordings, 200 heatmap reports, 2 years of history storage, unlimited A/B testing, error, conversion, and CTA tracking, unlimited surveys and domains, SAML SSO, training, and onboarding) – $499 per month.
You have the option to make a one-time payment for the full annual subscription to your selected tariff plan. There is no monthly payment mode here. Each tariff plan includes a 30-day free trial period.
Optimizely
All-in-one digital marketing platform Optimizely confidently holds the leading position among top conversion rate optimization tools. It is recognized by Forrester Research as a leader in the 2024 Experience Optimization Platforms Wave report. The service offers a powerful set of tools for A/B testing, content personalization, intelligent targeting, and experiment management. They help teams increase conversion at all stages of digital interaction.
Optimizely is actively used by both large brands and fast-growing companies striving for data-driven marketing. With its robust feature set and enterprise-level capabilities, it serves over 9,000 brands worldwide including Microsoft, IBM, and eBay.
Key features:
- The service offers not only standard A/B tests but also multipage and redirect tests, as well as multivariate testing (A/B/C/D).
- The accelerated statistics algorithm helps to quickly determine the optimal page option and redistribute traffic for maximum conversion.
- Advanced targeting functionality allows you to flexibly customize your research. For example, you can specify your preferred audience segment, select a specific web page, landing page, entire site, or mobile app. In addition, the service provides the ability to schedule test launches.
- The built-in Content Marketing Platform automates all stages of web content preparation, including planning, development, and publishing.
- Optimizely supports integrations with dozens of popular business apps: Wix, Salesforce, Shopify, WooCommerce, Calendly, Slack, Microsoft Teams, and more.
Users can select only the platform modules they need and pay for their use. The cost of each is calculated individually and is provided upon request.
Hotjar
Rounding out our best CRO tools review is Hotjar, a service that offers powerful behavioral analytics solutions. It helps webmasters and marketers track visitor activity, visualize data, and gain valuable insights to improve the performance of web properties. Its capabilities are great for in-depth analysis of user interactions with a site, allowing to fine-tune marketing strategies.
Key features:
- Heatmaps provide detailed information about how users interact with web pages, such as how far they scroll, which elements they pay more attention to, and which they ignore.
- Recording user sessions allows you to clearly visualize the behavior of visitors and track all their movements and actions in detail.
- Hotjar surveys help collect and analyze user feedback, providing important data for developing recommendations for improving conversion. The service catalog contains ready-made survey templates of different types and topics.
- The built-in feedback widget makes the process of collecting visitors' opinions even faster and more convenient. With its help, users can leave feedback about your entire site, a specific page, or a specific element in a matter of seconds.
- Funnels provide the ability to accurately and qualitatively measure conversion rates, identify errors and other factors that reduce conversion rates, and receive personalized insights.
The Hotjar pricing tiers are represented by the following plans:
- Basic (up to 35 tracking sessions daily, unlimited heatmaps, session recordings, dashboards, recommendations, standard filters, integration with HubSpot) – free.
- Plus (up to 100 tracking sessions daily, all Basic features plus page view filters, session information, Events API) – €39 per month.
- Business (from 500 tracking sessions daily, all the features of Plus, as well as behavioral and experimental filters, engagement and frustration metrics, access to all integrations, Identify API) – €99 per month.
- Scale (from 500 tracking sessions daily, all Business features, plus funnels and trends, error tracking, webhooks, SAML SSO, Hotjar API, and more) – €213 per month.
The displayed prices apply on a monthly basis. If you purchase an annual subscription to your chosen plan, you can save 20%.
Final Thoughts
Modern conversion rate optimization tools play a key role in supporting marketers, optimizers, website owners, and app developers. They provide advanced capabilities for detailed analysis of user behavior, assessment of the technical condition of products, and content quality. Such services help not only to identify and eliminate problems, but also to significantly improve user experience. This, in turn, contributes to the growth of conversion, one of the most important business indicators.
Using CRO tools allows you to save time, optimize resources, and significantly increase the effectiveness of marketing campaigns, providing a greater return on investment. In the long term, this gives companies a competitive advantage, allowing them to adapt to changes in audience behavior and quickly respond to new market challenges.