Your Guide to the Best Digital Marketing Tools: 6 Conversion Optimization Tools To Elevate Your Conversion Rate Optimization

6 Conversion Optimization Tools To Elevate Your Conversion Rate Optimization

Conversion optimization is best approached through a customer lens. That means using a conversion optimization tool to create a simple yet elegant interaction at every customer touchpoint. These can include:

  • Website user experiences
  • Strategically placed CTAs
  • Web forms to collect email addresses or phone numbers
  • Landing pages focused on achieving a single goal

These are large but vital tasks that will help improve your company’s/business’s conversion rate. The practice of increasing this metric is called CRO, or (conversion rate optimization).

Ask yourself: “when my customers arrive at my website, social pages, or landing page, what immediate problem am I solving for them? Is that value proposition as clear as possible?”

Today, attention spans are short and your customer’s focus can stray in many directions.

As a result, you may need to remove as many barriers to entry as possible that may confuse or put off customers before their journey even begins.

Barriers can include everything from slow, unhelpful, or inconsistent customer support to convoluted product messaging across your website, social, and email marketing, and even slow page load time on your website or landing page. (Yep- add page speed to your list of things to measure!)

Even a one-second delay in mobile page load can lead to a 20% drop in conversion rates. More on this below!

What Is Conversion Rate Optimization?

CRO is the strategic process you set up to convert more website visitors, newsletter subscribers, social media follows, and more into actual leads and real customers.

And no, you don’t have to start from scratch.

You can take the content you already have on your website, eCommerce store, or social channels and enhance it to improve your overall customer journey, based on user data, user behavior, and simple user experience (UX) design.

Need help with CRO? You’ve come to the right place!

The ultimate goal of conversion optimization rate is to turn a higher percentage of potential customers from casual browsers and readers to high-converting buyers.

6 Conversion Optimization Tools to Elevate Your Conversion Rates



HubSpot CRM and Marketing Suite are aimed at small businesses, but also offer robust features for growing businesses at scale. These much-beloved platforms appeal to SMBs for their freemium models, as well as a range of optional features. These can provide end-to-end solutions for SMBs – including customer management – and a bird’s eye view of your marketing plan and results, Which would seem to be the endgame for all of us business owners, entrepreneurs, and marketing managers, right?

One of the key features of the HubSpot CRM is the intuitive workflow and simple UX that makes it non-techie friendly to learn and use.

That is likely why over 110,000 businesses use HubSpot in over 120 different countries.


There are also a lot of time-saving integrations available with tools you likely use every day, such as WordPress, PandaDoc, AdEspresso, FreshBooks, AdRoll, and more.


HubSpot is a powerful, affordable business solution with hubs for sales, marketing, and customer service. You will find that HubSpot makes it easy to get your marketing efforts in line with sales to prove ROI and validate investments.

Pricing: From free to $3200 USD/month

Best For: All sized businesses

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Dedicated landing pages are probably one of the most powerful tools you may not be using. 

Unbounce is a conversion intelligence platform that helps convert page visitors into leads, sales, and customers. A darling of marketing teams everywhere (especially those with minimal coding skills), Unbounce tools touch just about every industry, over 120,000 customers and has powered over 1.5 billion conversions to date. 

The platform pairs your creativity and know-how with artificial intelligence (AI) to help actualize and execute your ideas from concept to converting campaign. You can create drag-and-drop pages, branded to your business, that speak directly to your customers to achieve specific CTAs. 

Develop a specific goal – email signup, product purchase, form submits, and more –  and easily create a page with that sole goal in mind. 


(Image Credit)

Unbounce’s A/B testing feature is a powerful way to improve bounce rate. Test everything from fonts to stick bars and pop-ups to various ad copy options – all without needing to write any code. 

The analytics tool scores your pages to analyze your conversion rate in your segment and how it compares to those of competitors. This conversion rate optimization tool can also analyze image file size and suggest whether reducing the size will improve page load time.

Unbounce is a powerful, conversion-focused tool that is easy to use and set up. 

Pricing: From $90 to $225USD/month

Best For: Small to large-sized businesses

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Mailchimp dominates the email-marketing landscape. In recent years, however, the company saw an opportunity to scale beyond that to become a full-fledged digital marketing tool. 

The conversion platform has forayed into eCommerce stores, multi-channel campaigns, and marketing automation.  With Mailchimp, you can do it all:  landing pages, integration with Instagram and Facebook, Google Ads, social posting, and more.

In terms of email marketing conversion tools, Mailchimp is up there with the best of them – and only adding more useful features every year. Mailchimp’s all-in-one Marketing Platform can be the backbone for your customer relationships. Their AI-powered, user-friendly tools provide great options for non-techies. The latest version of Mailchimp even offers website hosting and design within its intuitive and familiar app framework.

The conversion optimization tool helps you focus on your target audience with marketing emails and automated messages, targeted ad campaigns and landing pages, elegant reporting and analytics, and now the ability to sell online. 

Pricing: Starts from free to $299USD/month

Best For: Small to medium-sized businesses

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Google Pagespeed Insights

Google Pagespeed Insights

What do you do when a page takes more than three seconds to load? Do you leave, refresh, lose trust in the brand – or maybe all three?

Speed matters, especially when it comes to SEO and conversion optimization. Every second of delay in mobile page load can cause conversions to fall by up to 20%.

Google Pagespeed Insights

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PageSpeed Insights is a free Google tool that measures the loading time of a URL, scores the speed, and provides insight into where to focus on improvements. 

Insights function through an open-source tool called Lighthouse, which collects and analyzes results from speed tests.

Pricing: Free

Best For: All businesses

Use Google Pagespeed Insights



Sumo (formerly SumoMe) tools are used by 800,000 of the world’s most successful websites and businesses including Bulletproof Coffee, Rhone, and Marie Forleo.

This conversion optimization tool makes it easy to instantly collect email and contact information from site visitors.

Setting up pop-ups, coupons, and email squeeze pages are simple and straightforward. Sumo also provides helpful guides for first-time set ups. 

These tools integrate easily with other marketing tools like Slack, GoogleDocs, Mailchimp, and most social media channels. The reporting and analytics section and robustly intuitive A/B testing will help you make actionable decisions about the effectiveness of your web pages.

Sumo even has advanced features like analyzing what works best above and below the fold of your website.

Sumo offers dynamic conversion optimization tools. This conversion rate optimization software has dominated the market for years – and for good reason. Sumo provides excellent email campaign toolkits, most free of charge.

Pricing: Free to $39USD/month

Best For: Small to medium-size business

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Optimizely embraces a “no bad answer” approach to marketing. 

Have doubts about changes in content layouts on your website? Or perhaps you want to test new features without alienating your users? Optimizely does that. This platform helps you increase conversion by split testing on various devices across desktop, mobile, and apps. This allows for continuous experimentation, A/B testing, and personalization across websites, mobile, and connected devices. 



Optimizely is also a brand manager’s best friend for omnichannel selling and cohesive brand presentations. 

The platform is AI-powered, which increases the efficiency of variable testing and automatic improvements.

It also helps you determine your most significant audience/segment and run A/B and multivariate testing within those cohorts. 

Pricing: Request for your specific needs. 

Best For: Large to enterprise-sized businesses

Get Optimizely

Need To Improve Your Conversion Rates?

Conversion optimization is often an easy win that lets you make more from your current traffic while you’re also focusing on increasing audience and orders.

If you’re interested in working with professionals who are qualified to do this work on your brand, get in touch with our team of matching specialists today. They’ll listen to your situation and needs and connect you with a few agencies we trust to deliver conversion rate gains.

This page last updated on October 3, 2022 by Dan Politz

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