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Would you like to start a CRO but don’t know where to start? Here is a list of tools that might be right for you!

This article aims to provide a general overview of the tools useful for a CRO activity, focusing in particular on the more specific and less known ones. For simplicity we will divide a CRO process into two basic phases, each with a specific goal and different tools.

In the first phase, our goal is to find out as much as possible about user behavior: how they use the site, what are the main problems encountered and, more simply, what is functional and what is not for our population. In order to investigate all these aspects, we need tools that allow us to collect, compare and organize data on user behavior.

In the second phase, the objective is to compare the proposed variants with the original in order to evaluate the impact on the conversion rate; we therefore need tools that allow us this type of comparison.

Phase one: analysis

In the analysis phase, the goal is to collect information on user behavior. This information can be collected and organized with different tools depending on the type of data we have to manage.

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Web Analytics – Quantitative data


The web analytics data offer an overview of the user’s customer journey on our site. By dividing the population into meaningful subgroups (such as new and returning users, device type, etc.) we can observe the differences between subgroups and identify gray areas in the user experience. The web analytics tools are various, to date the most common is certainly Google Analytics.

Behavioral Analytics – Quantitative and qualitative data

Behavioral Analytics tools allow you to collect and manage different data sources. The main differences between the tools are the number of data sources that allow us to collect, the number of observations managed and the number of sites that can be monitored at the same time.

Possible data sources considered:

  1. Heat map: It is a heat map that identifies the most clicked areas of the page in question. Depending on the tools, it can take into account the first click on the page or the first 3 or 4 clicks per user. The heat map allows us to identify the most used elements for each page and, vice versa, the unused ones. Almost all the tools give the possibility to filter by type of device while only some give the possibility to select different types of user.
  2. Scroll map: It is a heat map that allows us to see how much users scroll through individual pages. This type of maps allows us to see what percentage of users see elements placed at the bottom of the page. CRO
  3. Funnel analysis: It consists of collecting data on how users move around the site. This type of analysis is useful for understanding where the biggest drops are concentrated and how the shopping experience generally takes place. Besides the extraction of data from web analytics software, many behavioral analytics tools have ad hoc modules for this type of analysis.
  4. Video recording or mouse tracking:  Allows you to observe user behavior by viewing mouse movements or taps on the screen. Videos are used to search for specific items that are problematic for users from general analysis. By filtering by individual pages or actions, it is possible to observe only the necessary steps with different devices or operating systems.
  5. Poll:  They consist in administering questions directly to users while browsing. Questions are administered via a pop-up window when the user performs certain actions on the site.
  6. Survey: These consist in administering a questionnaire to particular categories of users, usually those who have registered or made a purchase. The survey is administered in most cases via email by inserting a link to a preset form.
  7. Chat:  Some tools give the possibility to interact directly with users by opening live chats in correspondence with particular events so that it is possible to ask questions in real time to the user.
  8. App analysis:  Some tools give the possibility to perform this type of analysis also on apps.CRO
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The table below shows a list of the main behavioral analytics tools with the data sources managed by each. Other significant differences are related to the number of comments, the number of pages and sites that can be monitored and the cost.

Phase Two: Testing

1: A / B Testing:  This is the simplest type of testing. Consists in comparing the original version with an alternative version where only one element is modified. For example, the color of a CTA or how shipping costs are reported. This type of test is useful for monitoring simple changes and has the advantage of giving meaningful results faster than the other two.

2: Multivariate testing:  It consists in comparing the original version with a version that differs for two or more modifications. For example, the text and color of the CTA. In this case the possible versions are 4 (or more):

3: This type of testing allows you to monitor different combinations of changes and is particularly useful in the case of distinct elements which, however, potentially act on the same KPI. The advantage is being able to test them simultaneously and in their different combinations, the disadvantage is that it requires longer times to obtain significant results.CRO

4: Muti-page testing:  It consists in testing the same element on different pages. The change made is the same but replicated on different pages, for example changing the color of the CTA on the listing, the product page and in the cart. This type of test is very useful for testing elements that occur on multiple pages and must be presented consistently throughout the purchasing process. The table below gives a general overview of the main testing tools, showing the types of tests that can be managed with each tool. Some of these integrate the testing part with an analysis part, such as Crazy eggs or VWO. Also in this case the main differences are related to the cost, the type of tests that can be managed and the number of sites that can be monitored at the same time.

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