Optimizing conversions isn’t optional—it’s how modern businesses turn traffic into results. Whether you’re increasing sales, sign-ups, or demo requests, the right conversion rate optimization (CRO) tools help you identify what works, fix what doesn’t, and improve what’s next.
This guide highlights the top 10 CRO tools for 2025, selected to help you analyze user behavior, test variations, personalize content, and remove friction from the conversion path. Since most conversions happen on targeted landing pages, many of these tools also support landing page optimization—making them central to any high-performing marketing strategy.
Best CRO Software – TOP 10:
- Best CRO Tool Overall – Landingi
- Best CRO Heatmapping and Session Recording Tool – Hotjar
- Best CRO Analytics Tool – Google Analytics
- Best CRO Survey and Feedback Tool – SurveySparrow
- Best CRO Pop-up Tool – Poptin
- Best CRO Form Builder Tool – Typeform
- Best CRO Personalization and Recommendations Tool – OneSignal
- Best CRO E-Commerce Optimization Tool – Brevo
- Best CRO Landing Page Tool – Landingi
- Best CRO Tool for A/B Testing & Personalization – Omniconvert
Eager for a substantial dose of knowledge? Here we go!
1. Best CRO Tool Overall: Landingi
Landingi stands out as a top CRO platform for its all-in-one capabilities—from landing page optimization to funnel management, pop-ups, forms, and UX testing. With built-in A/B testing and micro-conversion tracking, marketers can make data-driven decisions without relying on external tools.
Smart Sections and Scalability
Landingi simplifies scalability through Smart Sections—modular blocks that can be edited once and updated across multiple pages. For example, updating a footer on all landing pages requires just one edit, saving time and ensuring consistency across campaigns.
AI Capabilities
The built-in AI Assistant generates on-page copy based on basic input, helping users save time while staying on-brand. Its AI-powered SEO generator creates meta titles, descriptions, and keyword suggestions by scanning existing content—no extra prompting needed.
Behavior Analytics Tool and A/B Tests
Landingi’s EventTracker monitors user activity such as clicks, scroll depth, and form submissions. This behavioral data helps pinpoint friction points and improve conversion paths.
With native A/B testing, users can quickly test and compare landing page variations to identify top performers.
Advantages of Landingi
- Competitive pricing compared to Unbounce and Leadpages
- No coding required
- 400+ customizable templates (pages, pop-ups, sections)
- Built-in tools for lead gen and conversion funnels
- Pop-ups, thank you pages, and lightboxes included
Disadvantages of Landingi
- Analytics are limited to Landingi pages; external sites require Google Analytics
2. Best CRO Tool for Heatmapping and Session Recording: Hotjar
Hotjar is the go-to tool for understanding how users interact with your website through heatmaps and session recordings—insights traditional analytics often miss.
Heat Mapping Tools
Hotjar’s heatmaps provide visual data showing where users click, scroll, and move. This reveals which areas of a page capture attention and which are ignored, helping optimize layout, content placement, and CTAs.
Session Recording
With session recordings, you can watch real user journeys. These recordings highlight friction points, conversion triggers, and drop-off spots—enabling precise UX refinements.
Advantages of Hotjar
- Combines quantitative data (heatmaps, recordings) with qualitative feedback tools
- Integrates easily with CMS platforms, analytics tools, and A/B testing software
- Intuitive interface suitable for users at any technical level
Disadvantages of Hotjar
- Does not provide real-time data; insights are based on historical sessions
- May slightly affect page load times when installed
- Lacks predictive analytics or AI-powered insights—focused solely on past behavior
3. Best CRO Tool for Analytics: Google Analytics
Google Analytics (GA4) remains the most widely used analytics platform for conversion rate optimization, thanks to its comprehensive features, real-time tracking, and integration with the broader Google ecosystem. Despite growing competition from tools like Heap and Piwik PRO, GA4 continues to lead in depth, scalability, and accessibility.
Detailed User Behavior Analysis
GA4 tracks detailed user behavior—from entry points to drop-offs—helping you identify what attracts, engages, or deters your audience. You can see which pages perform best and which need optimization.
Real-Time Data
The real-time reporting feature allows you to monitor immediate user activity and measure how changes impact behavior as they happen.
Conversion Tracking
GA4 supports custom goal tracking for form submissions, purchases, and other actions—critical for evaluating CRO performance.
Custom Reports and Segmentation
Users can create custom dashboards and segment traffic by device, channel, or behavior to uncover deeper insights.
Advantages of Google Analytics
- Free to use
- Seamless integration with Google Ads, Search Console, and Optimize
- Extensive documentation and community support
Disadvantages of Google Analytics
- Steep learning curve for advanced features
- Cookie-based tracking limitations reduce data accuracy under privacy regulations
- Limited data retention in the free version (user- and event-level data expire after a set period)
4. Best CRO Tool Survey and Feedback Tool: SurveySparrow
SurveySparrow excels at collecting direct user feedback to inform conversion rate optimization. Its interactive survey formats and multi-channel distribution make it a valuable tool for improving user experience through actionable insights.
Engaging Survey Formats
SurveySparrow stands out with its chat-like, conversational surveys, which drive higher response rates by making the experience more engaging than traditional formats.
Customizable Surveys
You can fully customize surveys with brand colors, logos, and contextual question formatting, ensuring a consistent and personalized user experience.
Multi-Channel Distribution
Surveys can be distributed via email, social media, web embeds, or QR codes, allowing you to collect feedback across multiple user touchpoints.
Advantages of SurveySparrow
- Advanced features like piping logic, custom parameters, and conditional logic
- Prebuilt templates for industries like healthcare, education, and use cases like quizzes or order forms
Disadvantages of SurveySparrow
- Some interface elements are not intuitive and may require onboarding time
- Built-in analytics are limited and could benefit from deeper interaction insights
5. Best CRO Tool for Pop-ups: Poptin
Poptin is a specialized CRO tool focused on pop-up creation. Despite being a single-purpose platform, it outperforms many integrated pop-up builders in ease of use, template variety, and triggering precision.
Variety of Pop-Up Types
Poptin offers a wide range of pop-up types, including:
- Lightboxes
- Floating bars
- Slide-ins
- Full-screen overlays
Each format is fully customizable to match your brand and conversion goals—whether reducing bounce rates or boosting email signups.
Advanced Targeting and Trigger Options
Poptin allows you to trigger pop-ups based on:
- Time on page
- Exit intent
- Scroll depth
- Pages visited
These behavioral triggers ensure users see relevant messages at the right moment, improving conversion potential.
Advantages of Poptin
- Built-in basic A/B testing and user behavior stats
- Extensive template library
- Quick to implement, even for non-technical users
Disadvantages of Poptin
- Many features are also available in all-in-one platforms like Landingi or Unbounce
- Paid plans start at $20/month, which is close to more robust CRO tools
- Additional scripts may slightly impact page speed
6. Best CRO Tool for Form Builders: Typeform
Typeform is a leading CRO tool for building high-converting forms, known for its user-friendly interface, customization options, and conversational design that boosts completion rates.
User-Centric Design
Typeform’s sleek, modern forms offer a more engaging alternative to traditional formats. This polished experience encourages users to complete forms, improving conversion performance.
Conversational Interface
Forms follow a one-question-at-a-time flow, mimicking natural conversation. This reduces overwhelm and keeps users focused, especially in longer forms like surveys or lead captures.
Versatility in Form Types
Typeform supports a variety of form types:
- Lead generation forms
- Feedback surveys
- Quizzes and assessments
- Event signups
Prebuilt templates and business-specific presets help speed up form creation.
Advantages of Typeform
- Clean UI with basic form analytics
- Strong focus on user experience and engagement
Disadvantages of Typeform
- The large number of customization options may overwhelm new users
- Limited native integrations on lower-tier plans
- API documentation can be challenging for beginners
7. Best CRO Tool for Personalization and Recommendations: OneSignal
OneSignal is a powerful CRO platform for delivering personalized messaging through push notifications, in-app messages, and user segmentation. It’s designed to increase engagement and drive conversions with targeted, behavior-based communication.
Push Notifications & In-App Messaging
OneSignal enables real-time user engagement through customizable push notifications and in-app messages. Notifications can be triggered by user behavior or set conditions, prompting immediate action and re-engagement.
Deep Personalization
Messages can be tailored using behavioral and demographic data to increase relevance. OneSignal goes beyond generic prompts, delivering content aligned with user preferences and intent—boosting conversion likelihood.
Audience Segmentation
Users can be segmented by location, behavior, device type, or purchase history. Segmentation enhances targeting and supports A/B testing across specific user groups for better performance insights.
Advantages of OneSignal
- Built-in CRO testing tools for messaging strategy optimization
- Real-time analytics on opens, clicks, and conversions
- Free plan includes most core features for testing and scaling
Disadvantages of OneSignal
- Advanced features come with a steep learning curve, especially for small teams
- Dashboard navigation can feel slow due to full-page reloads
- Occasional delivery delays may affect time-sensitive campaigns
8. Best CRO Tool for E-commerce Optimization: Brevo
Brevo is built specifically for e-commerce optimization, offering AI-driven personalization, dynamic pricing tools, and real-time analytics that support the entire customer journey—from product discovery to checkout.
AI Product Recommendations
Brevo uses AI to analyze user behavior and deliver personalized product suggestions, increasing upsell potential and enhancing the shopping experience.
Dynamic Pricing Optimization
Brevo adjusts prices based on market trends and user actions, helping businesses stay competitive and maximize conversions with timely pricing strategies.
Detailed Analytics Tools
The platform provides detailed, real-time data on product performance, peak buying times, and channel effectiveness. These insights help optimize marketing strategies and customer touchpoints for better ROI.
Free Tools for Design & Content Creation
Brevo includes an intuitive landing page builder with 60+ templates and customizable email marketing features. These tools allow quick creation of branded content for campaigns, without needing external design platforms.
Advantages of Brevo
- Built-in templates for quick ad layout creation
- Real-time tracking and CRO-focused analytics
- AI-powered recommendations tailored to user behavior
Disadvantages of Brevo
- Customer support response may take 1–2 days, which can delay urgent issue resolution
9. Best CRO Tool for Building Landing Pages: Landingi
While Landingi offers a wide range of CRO features (see Point 1), it stands out most as a landing page builder. The platform includes several advanced tools that many competing builders lack, making it ideal for high-performance, conversion-focused page creation.
- Pre-designed sections and widgets for faster setup
- Landing page duplication
- Dynamic content
- Mmobile view editor for responsive optimization
- Campaign scheduler to automate page launches
- Multivariate testing to evaluate multiple content variations
- Conversion funnel and form building tools,
- Custom image gallery and fonts,
- Multi-user access with roles and permissions,
- Human support (also covering migration from other platforms),
- Dedicated design services.
10. Best CRO Tool for A/B Testing & Personalization: Omniconvert
Omniconvert is an all-in-one CRO and customer value platform offering tools for A/B testing, personalization, and customer feedback—all connected through a unified data system. With one script, it activates three core products across the customer journey.
| Product | What it’s built for | Stand-out features |
| Explore | A/B-, A/B/n- & split-URL testing, on-site personalization, overlays & micro-surveys | 40+ behaviour & CRM segments, visual + code editors, Bayesian or Frequentist stats, multi-armed-bandit traffic allocation |
| Pulse | Always-on NPS & customer-experience monitoring | Journey-triggered NPS (pre- & post-delivery), AI text-analysis of open comments, real-time detractor alerts, CX dashboards by store/agent/segment |
| Reveal | RFM & CLV analytics for e-commerce growth | Automatic RFM cohorting, churn-risk scoring, CLV forecasting, look-alike export to ad platforms, integration with Shopify/Magento/BigCommerce |
Why It Stands Out
- Unified data spine: Test results, customer feedback (NPS), and purchase history are stored together—enabling advanced experiments like targeting high CLV, low NPS customers with personalized perks.
- No-code to pro-code workflow: Marketers can use a visual editor, while developers can dive into JavaScript, CSS, or server-side APIs from the same interface.
- Unlimited data retention: Even on the free plan, raw A/B test data is retained, supporting long-term analysis and seasonal trend tracking.
Advantages of Omniconvert
- Full CRO cycle support: Test → Measure → Hear → Act
- Deep segmentation without SQL, with integrations for GA4, Segment, HubSpot, Zapier, and major e-commerce platforms
- Flexible pricing; unlimited tests/visitors on entry-level Pulse plans—more affordable than VWO or Optimizely
Disadvantages of Omniconvert
- Enterprise-grade UI may overwhelm smaller teams
- Server-side testing and data exports require higher-tier plans
- Reveal dashboards may need developer support for setup (data-layer mapping)
FAQ – Best CRO software
If you’re looking to improve your website’s performance, here are answers to the most common questions about conversion rate optimization tools.
What Good CRO Tool Should Have?
A strong CRO tool should provide comprehensive analytics, A/B testing, marketing tool integration, clear data visualization, and mobile optimization. Depending on its focus, it may also include content creation features, real-time data tracking, heatmaps, and session recordings.
What is Conversion Optimization?
Conversion optimization (CRO) is the process of improving your website to increase the percentage of visitors who complete a desired action, such as making a purchase, subscribing, or submitting a form. It requires analyzing user behavior to identify and remove friction points in the journey.
What are Conversion Optimization Tools?
CRO tools are platforms designed to improve website performance by increasing conversions. They help identify bottlenecks, test improvements, and track outcomes to ensure better results.
What are the Different Types of CRO Tools?
CRO tools fall into categories such as:
- A/B testing tools for comparing versions of content
- Heatmaps to show where users click and scroll
- Survey and feedback tools to gather input directly from users
- Behavior analytics tools for tracking user activity and conversion metrics
Each type provides insights that support data-driven decisions aimed at optimizing user experience and increasing conversions.
What are the Steps to a Customer-Centric CRO?
A customer-centric approach to Conversion Rate Optimization (CRO) ensures every improvement is driven by user needs and behavior. The process involves the following steps:
- Research & Data Collection. Gather behavioral data, user feedback, and analytics insights to understand how visitors interact with your site and where they drop off.
- User Persona Development. Create detailed personas that reflect the goals, motivations, and pain points of your core customer segments.
- Define Conversion Goals. Clarify what actions qualify as conversions (e.g., purchases, sign-ups, downloads) based on your business objectives.
- UX Audit. Conduct a website audit to identify friction points, confusing navigation, or content gaps that may hinder conversions.
- Hypothesis Creation. Develop testable, user-centered hypotheses grounded in your research—for example, “Shortening the form will increase sign-ups.”
- A/B Testing and Experimentation. Use A/B or multivariate testing to compare different versions of content or page layouts and measure their impact on conversions.
- Analyze Results. Evaluate test data to determine which changes led to measurable improvements in user behavior or conversion rates.
- Implement and Optimize. Roll out successful variations and continue refining based on ongoing analytics and user feedback.
- Keeping the user at the center of every change increases the likelihood of turning visitors into leads, customers, and loyal advocates—ultimately driving business growth.
See how easy it is to build, test, and optimize landing pages that actually convert.
Maximize Conversions with CRO-Ready Landing Pages from Landingi
Having the right CRO tools is only part of the equation. To fully leverage them, you need a high-performing landing page—where conversions actually happen.
With Landingi, you can build, test, and optimize landing pages without coding. Whether it’s A/B testing, tracking micro-conversions, or customizing content for different segments, the platform lets you make fast, data-driven changes.
Landingi supports smarter optimization with features like dynamic content, pop-ups, analytics, and AI-assisted copywriting—helping you refine every click, scroll, and form submission. Start your free trial and turn more traffic into conversions—with less effort.
