Elise Dopson

13 Best Website Conversion & CRO Tools Marketers Need to Know About in 2022

As a marketer, you have tons of website metrics on your tracking list. Pageviews, form submissions, and traffic sources make their way to your shortlist.

But, there’s one that reigns supreme: Conversion rate.

The number of people converting on your website is one of the most important metrics. Whether someone converts into an email subscriber or paying customer, it indicates that your website is doing its job—getting visitors to take action

Optimizing for conversions on a hunch is a big mistake, though. As a marketer, you need Conversion Rate Optimization (CRO) tools that help you optimize for lead generation and uncover insight on visitor behavior.

Unsure where to start on your quest for a CRO platform? 

In this guide, we’ll share 13 of the best CRO tools to support your conversion funnel, personalize your site, and (most importantly) generate revenue 🚀

13 best website conversion and CRO tools

Google “CRO tools” and you’ll get a list of 64 million results 😓

To save you time evaluating each one, we’ve compiled 13 of the best website conversion tools. "Website conversion tool" can also mean different things to different people, so we've tried to include a variety of tools that can impact website conversion—including popup tools, landing page builders, apps/widgets, analytics, and testing.

Each is ranked based on customer reviews, the features available, and the CRO activity they’re best-suited for.

Here's a simple list, before we go into a bit more detail on each one:

Best CRO tools for 2022

  1. ConvertFlow
  2. Privy
  3. Sleeknote
  4. Optinmonster
  5. Unbounce
  6. Sumo
  7. OctaneAI
  8. VWO
  9. Hotjar
  10. Mixpanel
  11. UseProof
  12. Wynter
  13. Google Optimize

1. ConvertFlow

ConvertFlow is a tool marketers can use to create, launch, and experiment with conversion campaigns across their website.

This includes designing landing pages, building a variety of popups, and creating recommendation quizzes. All can be highly targeted and personalized—so the right message gets shown to the right person at the right time.

Capterra Rating: 4.6 out of 5 | G2 Rating: 4.4/5

Best for: 6-7 figure ecommerce stores wanting to get more revenue from current website traffic.


  • Create popups, landing pages, sticky bars, quizzes, and more with a drag-and-drop visual builder made for marketers.
  • Extensive template library means you can roll out new campaigns quickly.
  • Launch campaigns to achieve different outcomes—discount popups for new visitors, exit-intent for abandoners, upsell in-cart messages, cross-sell messages for returning customers, etc.
  • Experiment with new ideas, and A/B test your messaging and offers.
  • Personalize campaigns for contact segments in your CRM via integrations with Klaviyo, Drip, MailChimp, ActiveCampaign, HubSpot, and more.
  • Personalize campaigns by shopping cart data via Shopify integration.


  • Free (up to 5,000 monthly visitors & 250 unique conversions)
  • Pro: From $49/month
  • Business: From $250/month


Jay Vasse

"ConvertFlow has been an invaluable tool for us, helping secure 150,000 email & SMS subscribers in the last year. But, its flexibility has also allowed us to use it for way more than a simple popup to collect emails and phone numbers. We've used it for surveys, review generation, and even specific cart-based upsell messaging that's unique to each user."

~ Jay Vasse
Marketer, Cuddle Clones

Try now by creating a free account.

2. Privy

Privy used to be a straight up popup builder for small ecommerce stores, but has recently pivoted to being an email and SMS marketing platform. It has a range of CRO tools designed to drive visitors towards those mailing lists with popups, coupons, and cross-sell CTAs. Privy can integrate with most ecommerce platforms, including Shopify, Wix, and BigCommerce.

CRO Tools: Privy

Capterra rating: 4.5/5 | G2 Rating: 4.5/5

Best for: Small ecommerce stores that want one place to manage popups, email & SMS marketing software.


  • Manage opt-in forms, SMS, and email marketing from one platform. 
  • Win-back existing customers and encourage repeat sales with personalized emails containing unique coupon codes.
  • Grow your email list with popups, free shipping bars, and spin-to-win games.


  • Free (for up to 100 contacts)
  • Starter: From $15/month (scales with contact numbers)
  • Growth: $45/month (scales with contact numbers)

3. Sleeknote

Sleeknote’s CRO tool offers a variety of popups designed for websites in the ecommerce, SaaS, and media industries. Each can promote special offers, drive visitors towards a mailing list, and give personalized product recommendations.

Website Conversion Tools: Sleeknote

Capterra rating: 4.9/5 | G2 Rating: 4.2/5

Best for: Creating popups that are more targeted than what’s available in your standard CRM/ESP.


  • Collect customer email addresses for future retargeting. 
  • Use personalized popups with upsell and cross-sell offers.
  • Prevent cart abandonment with exit-intent popups on checkout pages.


  • Starts at $69/month for 25,000 monthly visitors
  • Scales with visitor numbers up to $470/month+

4. OptinMonster

OptinMonster is another good option if you’re looking for low-cost CRO tools. Its main feature is popups. Ecommerce, SaaS, and B2B websites can use its popup designer to show personalized messages to visitors—with the goal of increasing a site’s conversion rate.

CRO Tools: OptinMonster

Capterra rating: 4.2/5 | G2 Rating: 4.1/5

Best for: A simple, low-cost popup solution.


  • Use floating bars to promote special offers, such as free shipping or time-sensitive coupon codes.
  • Create different popups for each unique page on your website—like coupon codes for product pages and lead magnets for blog posts. 
  • Use geo-targeting to hyper-personalize popups based on a visitor’s location. 


  • Basic: $108/year for 2,500 pageviews
  • Plus: $228/year for 10,000 pageviews
  • Pro: $348/year for 25,000 pageviews
  • Growth: $588/year for 100,000 pageviews 

5. Unbounce

Looking for a CRO tool that’ll help you create landing pages without the stress? Unbounce is a great option. Its landing page builder uses conversion intelligence and AI insights to help you create fully customizable pages that convert.

Website Conversion Tools: Unbounce

Capterra rating: 4.6/5 | G2 Rating: 4.4/5

Best for: Pure landing page building.


  • Build responsive landing pages quickly.
  • 100+ customizable templates so you don’t have to design pages from scratch. 
  • AI pulls data from over 1.5 billion conversions to inform your landing page design.


  • Launch: $90/month for 20,000 visitors & 500 conversions
  • Optimize: $135/month for 30,000 visitors & 1,000 conversions
  • Accelerate: $225/month for 50,000 visitors & 2,500 conversions

6. Sumo

Got a WordPress website, but trying to direct site visitors towards your email list? Sumo is a CRO tool designed to do precisely that. Its suite of features includes popups, sticky bars, and welcome mats. Each directs people towards your mailing list opt-in page.

CRO Tools: Sumo

Capterra rating: 4.2/5 | G2 Rating: 4.1/5

Best for: Collecting email subscribers for WordPress sites.


  • Easily customizable popup forms that prompt users for their email address in return for a special offer—such as discount codes, exclusive content, or checklists.  
  • Integrations with popular email marketing platforms like MailChimp, Klaviyo, and Campaign Monitor. 
  • In-depth analytics to show the best (and worst) performing CTAs across your site. 


  • Free option 
  • Pro: $49/month for more advanced functionality

7. OctaneAI

A lot of people get overwhelmed with choice when looking through an ecommerce store’s product catalog—and end up just not buying at all. OctaneAI is a great tool to help solve this problem by letting Shopify store owners create quizzes that make personalized product recommendations.

OctaneAI quizzes CRO tool

Capterra Rating: 1x 5-star review | G2 Rating: N/A

Best for: Shopify store owners that just want to build a recommendation quiz.


  • Create customizable product recommendation quizzes. 
  • Run cart abandonment campaigns across various marketing channels.
  • Feed lead email addresses through to your email marketing platform automatically.


  • Starter: $29/month for 500 engagements
  • Pro: $199/month for 4,000 engagements
  • Pioneer: $499/month for 10,500 engagements

8. VWO

VWO is an A/B testing tool that brands can use to optimize critical pages throughout the customer journey. Its visual website optimizer makes it easy for marketers to quickly implement design changes without developer input—and track experimentation results.

VWO experimentation CRO platform dashboard

Capterra rating: 4.4/5 | G2 Rating: 4.2/5

Best for: Larger businesses wanting to run website experiments and A/B tests.


  • Smart segmentation rules divide pages into Control and Variant groups based on the URL, visitor location, traffic source, time spent on-page, and more. 
  • Premade widgets—including forms and banners—ready for you to customize and test.  
  • Multivariate testing to scale your A/B testing strategy across several web pages.
  • In-depth analytics tools that show a positive or negative result without manual calculations. 


  • Free 14-day trial available
  • Pricing available on request

9. Hotjar

Sometimes, the best way to increase your website conversion rate is to look closely at what people do when they visit it. Hotjar uncovers those insights with heat maps and visitor recordings.

Hotjar CRO behavior analytics platform

Capterra rating: 4.7/5 | G2 Rating: 4.4/5

Best for: Tracking website visitor behavior.


  • Watch session recordings to see the actions people take or the sections they view before exiting—and fix them. 
  • View scroll maps to see which areas of a page get the most attention, and prioritize those for optimization. 
  • Use the incoming feedback feature within its usability testing platform to collect qualitative data on what visitors think about your website design. 


  • Free for up to 35 daily sessions
  • Plus: $39/month for 100 daily sessions
  • Business: Starts at $99/month for up to 2,500 daily sessions
  • Scale: Starts at $389/month for 4,000+ daily sessions


Adam Hempenstall

"Our favorite is Hotjar. There is no other type of tool that can directly tell you how visitors are interacting with your website. It’s the ideal tool for getting your design and user experience unstuck."

~ Adam Hempenstall
Founder & CEO, Better Proposals

10. Mixpanel

You have Google Analytics for your website. Mixpanel is the equivalent for website and mobile apps, showing in-depth analytics about your users. You’re able to build conversion funnels and analyze metrics for each stage to prevent drop-offs.

Mixpanel user analytics CRO platform

Capterra rating: 4.5/5 | G2 Rating: 4.5/5

Best for: Web and product analytics for SaaS platforms to see how users behave and where they drop off.


  • Divide users into segments to see in-depth analytics for each group. 
  • Investigate which stage of the onboarding process new users tend to drop off, and prioritize those for optimization.
  • Create custom alerts to get notified when your most essential metrics change.


  • Free for 100,000 monthly users
  • Paid plans start at $25/month for 100,000+ monthly users and advanced features

11. UseProof

Also known as Proof Pulse, this CRO tool displays social proof on your website. It induces the fear of missing out (FOMO)—a psychological phenomenon that causes 60% of people to make reactive purchases—by pulling sales data from your site and showing it to visitors.

CRO Tools: UseProof

Capterra rating: 4.6/5 | G2 Rating: 4.4/5

Best for: Making social proof more visible on your site.


  • Use live visitor counts to show how many people are viewing a product page at any one time. 
  • Show previous customers who’ve taken action—like starting a free trial, requesting a demo, or buying a product—in real-time. 
  • Highlight popular products with Hot Streak popups, like “10 people bought this in the last hour.”


  • Free 14-day trial available
  • Paid plans start at $29/month for up to 1,000 unique visitors
  • Scales up to $299/month and beyond for 300,000+ unique visitors

12. Wynter

The design of your website is important—but so is the copy you’re putting out there. Wynter’s message testing tool helps marketers get qualitative data on website copy from target customers. You’ll quickly discover which value props, phrases, and headlines have the propensity to generate the most conversions.

Wynter copy testing example for CRO

Capterra Rating: N/A | G2 Rating: 4.8/5 

Best for: B2B & SaaS businesses wanting feedback on messaging.


  • Get feedback on your messaging from real people in your target audience.
  • Conduct intelligence surveys or ask for feedback on value props and whole pages.
  • Zone-in on specific parts of your website copy to discover questions people still have unanswered—then answer them.


  • Free to run a test using your own audience.
  • Subscribe from $599/month
  • Pay-as-you-go tests start from $1,198


Alex Birkett

"Copy is hard to quantify, and it's hard to diagnose what parts of your copy are working and what parts need work. Wynter is like user testing but for your messaging. You choose a panel (that they recruit for you) and pages that you'd like to optimize, and then you can get structured feedback on those sections."

~ Alex Birkett
Co-Founder, Omniscient Digital

13. Google Optimize

Google Optimize is a free CRO tool that helps small businesses run split-tests on their website. Its WYSIWYG editor allows you to change elements on a specific page. The native integration with Google Analytics then collects data about activity on the page and compares it to pre-test.

CRO Platforms: Google Optimize

Capterra Rating: N/A | G2 Rating: 4.2/5

Best for: Free A/B testing tool for small businesses that don’t have the budget for VWO.


  • Save time switching between dashboards since all Google Optimize A/B testing data is fed back through to Google Analytics. 
  • Have A/B testing data automatically translated into terms you understand.
  • Use your A/B or multivariate test insights to optimize Google Ads landing pages. 

Pricing: Free


Eli Ratansi

"It’s a free and easy-to-use tool that lets you test the performance of changes to your website in order to maximize your KPIs. CRO doesn’t have to be complicated to achieve great results, and Google Optimize lets us find what works best for our website visitors without spending tons of time or money implementing and analyzing tests."

~ Eli Ratansi
Director of Marketing, Vegano Foods

What’s your favorite conversion rate optimization tool?

As you can see, there are a whole heap of CRO tools you can use to drive conversions on your website. Whether you're looking for a free tool or have some money to invest in a CRO platform, you’re bound to find one on this list.

Want to get started right now? You’re in luck.

ConvertFlow’s conversion platform has a free account to help you get started. Use it to play around with our customizable templates for website popups, quizzes, surveys, forms, and more.

It gives everything you need from a CRO tool—and more 🙌

About the author
Elise Dopson
Contributor, ConvertFlow
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Elise is a writer at ConvertFlow, and expert in B2B marketing. She's been featured in publications like ConversionXL, HubSpot, CoSchedule, Content Marketing Institute, Databox, and more. You'll usually find her cooking up some high-quality content for the ConvertFlow blog or campaign library.