22 Best Tools for Conversion Rate Optimisation in 2024

22 Best Tools for Conversion Rate Optimisation in 2024

Cathy Carpetta

Cathy Carpetta

May 24, 2024

High website traffic but low conversions? You're not alone.

Countless businesses struggle with leaky conversion funnels that drain leads and revenue.

We've analysed over 100 brands' conversion funnels, and the secret weapon to fixing them is CRO (Conversion Rate Optimisation) tools.

They help you dissect user behaviour, identify conversion roadblocks, and craft a frictionless journey that turns visitors into raving fans.

In this article, we'll explore the best 22 tools to increase your conversion rate in 2024, providing insights into their features and pricing!

1. Delivery & inventory management

70% of customers will abandon their cart if the delivery is too expensive. 

Many e-commerce businesses overlook a crucial conversion killer: slow and expensive delivery or stock out. 

Optimising your shipping and inventory management steamlines your fulfilment and ensures a smooth checkout process, boosting conversions.

1.1 Bigblue

Bigblue is the leading fulfilment company in Europe for e-commerce and omnichannel brands. 

Key features


Bigblue has scalable plans for businesses of all sizes (500+ to 20,000+ monthly orders) and usage-based pricing for tracking & returns. Get a quote here. 

1.2 Global-e

Global-e helps online stores sell internationally with ease. They handle everything from local payments to regional preferences, boosting conversions in over 200 markets.  

Key features 

  • Localised shopper experience with customised messaging, local currencies, and checkout for international customers
  • Regulations & tax compliance
  • Global fulfilment
  • Dashboard & analytics database


It isn’t publicly disclosed on their website.

Expert Tip

Boost conversions by offering instant delivery estimates based on location and stock.  

Multiple delivery options (local partners, click-and-collect) and clear timelines build trust and reduce cart abandonment. It's all about transparency and a smooth shopping experience!

2. A/B testing

A/B testing allows you to compare two or more versions of a webpage element (headline, button, layout, etc.) to see which performs better with your target audience. 

It's a data-driven approach that helps you identify statistically significant improvements to your conversion rate.

2.1 Optimizely

Optimizely offers robust tools for running A/B tests and personalising user experiences.

Key features

  • Multivariate testing
  • Personalisation
  • Real-time analytics
  • Advanced targeting and segmentation
  • Visual editor for non-technical users


You have to request it by contacting them, they have different plans available based on your needs. 

2.2 ABTasty

AB Tasty provides a comprehensive suite of optimisation tools, including AI-powered testing and personalisation.

Key features

  • AI-powered optimisation
  • Multivariate testing
  • Personalisation
  • Advanced audience targeting
  • Heatmaps and session recording


Pricing is not publicly available, and you have to contact their team to receive a quote.

Expert Tip

Don't limit yourself to A/B testing just headlines or buttons. 

Consider testing entire page layouts, product descriptions, and checkout processes to discover hidden conversion opportunities.

3. Heatmap

Heatmaps are visual representations of user behaviour on your website. They use colour gradients to show where visitors click, scroll, and hover. 

Heatmaps provide invaluable insights into user behaviour that traditional analytics can't capture. 

Understanding your visitors' journey can help you optimise your website layout, content placement, and CTAs to increase conversions.

3.1 Hotjar

Hotjar helps you understand user behaviour on your site through various heatmap tools.

Key features

  • Heatmaps (click, scroll, move…) 
  • Visitors recordings 
  • Survey & suggestion box
  • Interview with users 
  • Dashboard & analytics 


A free forever plan is available until 35 daily sessions. Plans start at $39/month for 100 daily sessions and offer basic heatmaps, recordings, and form analytics. 

It goes up to $213/month for 270k daily sessions and the full product suite. You can also pay extra for user interviews, surveys, and feedback. 

3.2 UXCam 

UXCam is a comprehensive mobile app analytics platform. It provides in-depth insights, heatmaps, and session recordings to help you optimise your app.

Key features

  • Tagless auto capture for user interactions, technical info & screen data 
  • Powerful SDK & insights.
  • Session replays, heatmaps, and user journeys
  • Smart events & issue analytics.
  • User data protection with built-in features


It is free for up to 3000 monthly sessions, and a custom plan is available upon request. 

Expert Tip

Don't just look at the "hot" areas. Cold spots can also be valuable clues. Are there sections of your page that users completely ignore? 

This could indicate a lack of clarity, irrelevant content, or a need for a better visual hierarchy.

4. Email & SMS marketing

Email marketing and SMS marketing allows you to connect with your audience on a personal level, nurture leads, and drive sales through targeted email campaigns. 

You can send newsletters, promotional offers, abandoned cart reminders, and personalised recommendations based on customer behaviour.

4.1 Mailchimp 

Mailchimp is a popular email marketing platform with a freemium model, making it accessible to small businesses.

Key features

  • Audience management & segmentation
  • Email marketing
  • Drag-and-drop email builder or code your own emails
  • Dynamic content personalisation
  • Landing pages, pop-up forms, and subscription forms
  • Marketing automation
  • Automation triggers based on user behaviour
  • Customer Relationship Management (CRM)
  • Tracking & analytics


The free version has up to 500 contacts and 1000 monthly emails. After that, there is tiered pricing based on the number of contacts, monthly volume, and personalisation/add-on.

Mailchimp has three packs: Essentials, Standard, and Premium. 

4.2 Klaviyo 

Klaviyo is tailored for e-commerce businesses, offering advanced segmentation and personalisation features.

Key features

  • Automated flows with trigger personalised email, SMS, and push notifications based on customer behaviour (e.g., welcome messages, abandoned cart reminders, win-back campaigns).
  • Targeted campaigns
  • Pre-built templates
  • Mobile-friendly web form
  • 350+ Integrations & APIs
  • Customer profiles & advanced segmentation
  • AI-powered insights & multichannel reporting


It is free up to 250 contacts, 500 e-mail monthly sends and 150 monthly SMS/MMS credits. 

After 251 active contacts, it is a tiered pricing model starting from $20/month up to $2,300/month. Additionally, MMS/SMS credits need to be purchased separately. 

Expert Tip

Focus on building a permission-based email list and deliver valuable content that resonates with your audience. Don't bombard them with promotional emails.

Use segmentation and personalisation to send targeted messages that are more likely to convert.

5. Product & sizing recommendations

Product recommendation engines use algorithms to analyse customer behaviour and purchase history to recommend relevant products to individual users. 

This personalised approach can significantly increase conversion rates by showcasing products more likely to interest each visitor.

5.1 Twilio Segment

Twilio Segment is a leading Customer Data Platform (CDP) that unifies customer data from various sources into a single platform.

Key features

  • Data collection from different sources and tools integration
  • Customer profiles and identity across touchpoints
  • Audience segmentation
  • Automated messaging and campaigns
  • Reverse extract, transform, and load (ETL) 


A free version is available for up to 1000 visitors/month, 2 sources and 450+ integrations. 

The paid version starts at $120/month for 10000 visitors/month, unlimited sources and public API access for tools integrations. 

Custom packages can be requested to adapt to your specific needs. 

5.2 Nosto

Nosto is the intelligent Commerce Experience Platform (CXP) that gives brands and retailers intuitively designed tools to increase online revenue through end-to-end commerce experience management.

Key features

  • Product recommendations
  • Merchandising and personalisation across touchpoints like product pages, cart, checkout…
  • A/B testing and optimisation 
  • Audience segmentation & insights based on behaviour, attributes, lifecycle stage…
  • Campaign management


It is not publicly available on their website. 

Expert Tip 

Don't just rely on basic recommendations based on purchase history. 

Consider user demographics, browsing behaviour, and real-time website activity to deliver highly relevant and contextual suggestions.

6. Social proof

93% of shoppers consult reviews, and products with five reviews are 270% more likely to be purchased.

Social proof utilises the power of customer experiences to build trust and influence purchasing decisions. 

By showcasing positive reviews, testimonials, user-generated content (UGC), and social media mentions, you demonstrate the value of your products and encourage potential customers to take action.

6.1 Trustpilot

Trustpilot helps build trust by collecting and managing customer reviews.

Key features

  • Collect reviews & invite customers 
  • Bulk upload past reviews
  • Dedicated business profile page
  • Google seller ratings with verified Trustpilot reviews 
  • TrustBox widgets to display Trustpilot reviews on your website, email signatures, newsletters… 
  • Automated fraud detection & transparency measures for review collection 
  • Reviews insights 


Trustpilot offers tiered pricing plans. 

Three plans are available, starting with the Plus plan at £259/month for 200 monthly invitations to review, and up to £939/month for 5000 monthly invitations.  

Advanced features and unlimited capabilities come with the Enterprise plan (contact for pricing).

6.2 Fomo

Fomo displays real-time notifications of customer activity to build social proof.

Key features

  • Social proof marketing notifications on your website
  • Extensive customisation options for messages, filters, and appearance
  • Analytics & insights for optimisation
  • Multilingual (29 languages)
  • Integration friendly with 108+ marketing tools and platforms
  • Code-free interface 


Fomo also offers tiered pricing plans to fit your needs. All plans come with a free 14-day trial. 

The Starter plan starts at $25 per month and allows for 8,000 notifications and use on one website. Business jumps to $75 and unlocks unlimited websites and inline notifications. 

Pro and Advanced plans offer progressively higher notification limits for $149 and $250 respectively. 

For the most features and unlimited notifications, the Unlimited plan is offered at $499 per month.

Expert Tip  

Don't shy away from negative reviews. Respond professionally and address customer concerns publicly to demonstrate transparency and excellent customer service. 

This can actually build trust and showcase your commitment to customer satisfaction.

7. Payment & financing

Imagine losing customers at the very last hurdle – checkout.  A difficult payment process can be a conversion killer.  

By offering a smooth and secure checkout experience with a variety of payment options, you'll keep customers engaged and completing their purchases.

Payment/financing tools also enable you to offer instalment plans and cater to international customers with local payment methods.  

7.1 Payplug

Payplug facilitates secure online payments with easy integration.

Key features

  • Customisable payment pages
  • Payment methods integration
  • "Smart 3D Secure" feature
  • Advanced fraud management
  • Data-driven insights
  • Pay by Link to accept payments via email, SMS, or invoices without an online store


Payplug offers tiered pricing based on your estimated annual turnover.

The Starter (up to €100,000) includes basic features like online and in-store payments, for €10/month + transaction fees (1.5% + €0.25 for Eurozone cards, higher for others).

Pro (€100,000 - €1,000,000) adds features like one-click payment, deferred payment, and multi-user access, for €30/month (3 months free) + lower transaction fees (1.1% + €0.25 for Eurozone cards).

Enterprise (over €1,000,000) offers advanced features like custom integrations, a dedicated account manager, and volume-based pricing (contact for details).

7.2 HiPay

HiPay is a comprehensive payment solution that helps businesses of all sizes accept payments online, in-store, and on marketplaces.

Key features

  • Unified commerce platform
  • Omnichannel payment support (online, in-store, mobile)
  • Streamlined checkout process 
  • Extensive partner network (e.g., CMS, cash register software…)
  • Deferred payments and PAX terminals


You have to contact the sales team to receive a personalised quote. 

Expert Tip

Leverage payment psychology! 

Pre-fill secure billing information (with customer consent) and strategically display trust signals (e.g., security badges, and customer reviews) during checkout.  

This reduces form-filling time, minimises errors, and builds trust! 

8. Support

89% of consumers are more likely to repurchase after a great customer service interaction. 

Top-notch customer support is the ultimate trust builder. 

The right tools can empower you to offer seamless support across various channels, preventing cart abandonment and keeping customers coming back for more.

8.1 Gorgias

Gorgias is an AI-powered customer experience platform designed specifically for e-commerce businesses to automate support and unify conversations.

Key features

  • Support management with a unified inbox (email, chat, social media) 
  • Customer information with complete customer history (past conversations, orders, reviews) 
  • Channel integrations
  • Workflows to automate repetitive tasks & custom variables
  • AI autoresponders
  • Live chat
  • Help centre
  • Targeted on-site campaign management
  • Data & analytics


Gorgias offers tiered pricing plans depending on the number of support tickets you expect to receive each month. 

The Starter plan (50 tickets) is at $10 per month, Basic (300 tickets) for $60 or Pro (2,000 tickets) for $360 per month. 

Higher tiers also come with more features and integrations. You can also add functionalities like automated responses or on-site marketing tools for an extra cost.

8.2 Onepilot

Onepilot is an outsourcing company that uses AI and human agents to provide customer service, sales support, and KYC (Know Your Customer) verification.

Key features

  • Agent sourcing, training, and quality assurance
  • KYC/B outsourcing
  • Knowledge base creation for efficient issue resolution
  • Ticket routing and scheduling for optimal agent workload
  • AI-powered features for faster response times
  • Secure data handling with GDPR and ISO certifications
  • +35 languages 
  • Real-time data dashboard 


Onepilot's pricing has two parts: a monthly subscription fee of €299 and a pay-per-interaction fee based on your monthly ticket volume. 

The exact cost per ticket also depends on the agent's location (local, nearshore, or offshore) and the language.

Expert Tip

Provide multiple support channels (live chat, email, phone) and offer 24/7 support for critical issues if needed, to ensure customer satisfaction.

9. Loyalty/reward & referral program

83% of shoppers say loyalty programs make them more likely to buy again.

Loyalty and referral programs close the loop on customer acquisition, transforming one-time buyers into loyal fans who drive repeat business and new customer growth.

9.1 Yotpo

Yotpo offers tools to create and manage customer loyalty and referral programs.

Key features

  • SMS marketing for targeted promotions
  • Reviews & photos
  • Loyalty programs with diverse reward options including points, discounts, and exclusive offers
  • Subscription options for recurring revenue.
  • Personalised emails for customer engagement


It starts at $368/month for the full pro product suite (Reviews, loyalty, SMS & e-mail) and for the premium version, it starts at $941/month. 

You can also choose to only use one or multiple products and create your personalised bundle.

One SMS credit starts at $0.0072 and for e-mail, you pay per 1,000 e-mails sent each month, with decreasing costs as the volume increases. Sending up to 10,000 emails is free. 

The rest of the product’s pricing is based on your monthly order volume. 

9.2 Loyoly

Loyoly is a loyalty and referral platform that helps Shopify stores create engaging loyalty programs with features like referrals, reviews, rewards, and UGC.

Key features

  • Customisable loyalty & referral programs with points, tiers, and various rewards (discounts, vouchers)
  • Tracking & analytics 
  • Marketing tools integration
  • UGC & reviews with content library 
  • Review moderation & showcase
  • Product testing campaigns management 


Loyoly's pricing depends on the number of orders you process monthly. There are three tiers: Basic ($49/month), Advanced ($199/month), and Plus (custom quote).  

The more you pay, the more features you get, such as custom rewards, VIP programs, and dedicated support.

Expert Tip

Go beyond points! Gamify your program with tiered systems, progress tracking, and bonus challenges.

It's all about friendly competition and unlocking rewards, keeping customers engaged and coming back for more!

10. Customer experience & product onboarding

Don't let confusing onboarding or frustrating purchases scare away customers! 

Invest in customer experience tools for a smoother journey that turns website visitors into happy, returning fans. 

With clear guides and interactive videos that allow for direct purchase, you'll eliminate friction and watch your conversion rates increase. It's a win-win for everyone!

10.1 Pimpster

Pimpster helps new users get acquainted with your product through effective onboarding tools.

Key features

  • Web stories with interactive product tours, unboxing videos, and how-to guides 
  • Wholesale customer identification
  • Advanced analytics
  • Seamless CRM integration


You have to get a demo to receive pricing. 

10.2 Videowise

Videowise is a shoppable video platform that helps Shopify stores increase conversions with interactive product videos.

Key features

  • On-site shoppable videos for your Shopify store
  • Shoppable video marketing outside your Shopify store (e.g., email, SMS, QR codes)
  • Video analytics
  • Customisable e-commerce video player 
  • Video management & organisation from various sources (TikTok, Instagram, YouTube) 


Videowise offers tiered pricing for e-commerce businesses based on monthly visitors and video impressions.  

Plans range from $99/month for up to 20k visitors and 30k impressions to $449/month for up to 150k visitors and 300k impressions. 

There is also an Enterprise plan with fixed pricing for businesses with over 150k visitors. All plans include a 14-day free trial.

Expert Tip

Focus on micro-conversion! Imagine a customer watching a makeup tutorial, and key product highlights (lipstick shade, eyeshadow palette) are clickable, letting them instantly add them to the cart. 

11. Second-hand selling

Second-hand isn't just about used stuff, it's about unique finds and sustainable shopping! 

Attract eco-conscious consumers and treasure hunters by offering a curated selection of pre-loved items.

This approach caters to a growing market segment of environmentally conscious shoppers, expanding your customer base and driving higher conversion rates.

11.1 Nopli

Nopli helps online brands launch their own CtoC (consumer-to-consumer) second-hand marketplace quickly and easily.

Key features

  • All-in-one solution from platform creation and management to logistics and operations
  • White-labelled platform 


It is disclosed on their website, you have to book a demo. 

11.2 Faume

Faume empowers fashion brands to seamlessly enter the second-hand market with a comprehensive solution.

Key features

  • Second-hand platform & operations management like product collection, reconditioning, and shipping
  • Omnichannel reach for all your existing distribution channels
  • Technology & data for price management and performance tracking


It is disclosed on their website, you have to book a demo. 

Expert Tip

Don't just list items, showcase their story!

Use high-quality photos and detailed descriptions that emphasise the unique value proposition of each pre-loved item.

It encourages visitors to explore and feel like they discovered hidden gems, ultimately leading to more conversions.

This guide has unpacked 22 powerful CRO tools for 2024. 

Now it's time to put them into action and streamline your conversion funnel.

Here's a roadmap to maximise their impact:

  1. Targeted optimisation: Analyse your website traffic and pinpoint areas with the highest conversion potential. Focus your initial efforts on these key conversion points.
  2. Data-driven decisions: Embrace A/B testing to experiment with different approaches. Track user behaviour and identify what resonates best with your audience.
  3. Continuous improvement:  Monitor the performance of your CRO efforts closely. Analyse data, identify opportunities for improvement and refine your strategy for optimal results.

Which CRO tool are you most eager to explore? 

Frequently asked questions
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