Which tool to improve your conversion rate
Gaining two points of conversion is often worth more than doubling the advertising budget, and costs far less. You still have to know what is blocking, and prove it rather than assume it.
Without behavioural measurement, decisions get made on intuition, and intuition about a page you designed yourself is poor. A button gets moved because it looks better there, a field gets added to the form because sales asked for it, and the conversion rate drops with nobody connecting the two.
How to choose
Observe first, test after
Session recording and heatmap tools show where it stalls. Testing tools compare two versions. Starting with testing before observing amounts to testing at random.
Do you have the traffic to test?
An A/B test needs volume to conclude. Below a few hundred conversions a month, most tests will say nothing reliable, and the money is better spent on observation.
Effect on site speed
Testing tools add a script that runs before rendering. Badly placed, it makes the page flicker or slows it down. A fast tool on a slow site is still a problem.
Consent and privacy
Recording your visitors’ sessions is data processing. Check automatic masking of sensitive fields and the hosting, especially if your form collects personal information.
What UNYX does
We watch the session recordings, form a hypothesis, test it, and keep only what wins. Gaining two points of conversion is often worth more than raising the budget.
The tools for this job
- Reference
VWO
A/B testing and continuous page improvement.
Discover - Large accounts
Optimizely
Experimentation and personalisation at scale.
Discover - European reference
AB Tasty
Testing and personalisation, a European vendor.
Discover Convert.com
Privacy-conscious A/B testing.
Discover- European reference
Kameleoon
Experimentation and personalisation, a French vendor.
Discover - Long-standing player
Crazy Egg
Heatmaps and visitor behaviour.
Discover - Reference
Hotjar
Session recordings, heatmaps and user feedback.
Discover - Free
Microsoft Clarity
Session recordings and heatmaps, at no cost.
Discover
The questions we get
Where to start on a small budget?
With a free session recording and heatmap tool for a month. You will then know what to fix, which beats paying for a testing tool to test unfounded ideas.
How long does a test run?
Long enough to accumulate conversions so the gap is not chance, usually two to four weeks. Stopping a test as soon as it turns favourable is the most common way to be wrong.
Can we test directly in Google Ads?
Google Ads tests ads and campaign settings, not your page. The two are complementary: one improves what brings the click, the other what happens after it.