Comparison of Conversion Optimization Tools

Conversion Optimization Software – These Are the Best Tools

Conversion optimization software generally offers businesses analysis, testing, and/or visualization tools to improve user experience and ultimately control visitor behavior in line with website objectives. Ideally, this results in an improved conversion rate. Such software is often used in conjunction with other analysis and tracking programs or multiple conversion optimization tools with different focuses are coordinated.

Good conversion optimization software offers the following features or advantages:

• It allows users to track visitor behavior in some form and make conversion optimizations based on it.
• Conversion optimization tools, or the data they provide, can generate targeted actions to increase sales.
• They enable the improvement of rankings by enhancing the user experience.
• With appropriate use, overall online marketing can be targeted more accurately to the audience.

These are popular conversion optimization software

• Kameleoon
• Trbo
• Zoovu
• uptain
• AB Tasty
• Unbounce
• Neocom
• Dynamic Yield
• ClickFunnels
• Adobe Target

What is meant by a conversion and conversion optimization?

The term "conversion", translated as "conversion", describes the change of potential customers or existing customers from one status to another in marketing. Typical examples are the conversion of potential customers into customers or customers into repeat buyers. On the way to such completions, there are usually various intermediate conversions. Potential buyers, for example, open a product description, watch a video tutorial or make contact. Online conversions generally involve the conversion of mere visitors to active, acting users who ideally carry out the actions desired by the marketers. Not only the processes of transformation, but also these actions themselves are referred to as conversions. Conversion optimization, in turn, focuses on improving the processes towards action and transformation. It is looked at what needs to be done to guide visitors precisely to the desired actions. The conversion rate forms an important key figure for measuring the success of corresponding measures.

What is the conversion rate and why is its optimization so important?

The conversion rate, in English "conversion rate", is a key figure (KPI). It shows the ratio between all visitors and the visitors who have been converted, i.e. who have carried out desired actions. Any previously defined and achieved action can count as a conversion here. It does not necessarily have to be a purchase. For conversion optimization, measuring visitors in relation to the actual conversions is one of the most important KPIs. If the conversion rate is high, it almost always means that the goals of the respective web presence are being achieved - and this is usually accompanied by increased sales. Consequently, conversion optimization or improving the conversion rate as a key figure is extremely important for success online.

What types of conversion optimization software are there?

Conversion optimization can be done under different approaches. Accordingly, there are also different types of software that support marketers in their work. The following types can be found.

• Conversion Rate Optimization Software: Programs for conversion rate optimization are often bundles that include various analysis and testing tools, like the ones mentioned below.
• A/B Testing Software: A/B testing tools enable conversion optimization by comparing two versions of websites or app functions.
• Heat Map Software: Heat map tools are visualization tools that allow to color-mark visitors' movements on individual webpages and thus precisely track them. The programs present action hotspots in accumulated form. Based on this data, it can be determined, among other things, where planned conversions on a page should be positioned best.
• Product Analytics Tools: Product analytics software is used to understand how users actually use a purchased product. It enables tracking and analyzing every user action. This shows, among other things, which actions occur more frequently or less frequently, where perhaps errors occur, and which areas should possibly be optimized.
• Session Replay Software: With session replay software, companies can record their visitors' sessions on the website and visually replay them. This makes the user experience better understandable. Especially the insights on the interactions help to optimize conversions.

How can the conversion rate be optimized?

Conversion rate optimization largely works according to the basic principle "Addition and subtraction where necessary". This means that for a conversion optimization, for example, the addition of some elements, such as a CTA button, a table or a testimonial text, in a certain section of a page may be required. On the other hand, conversion optimization may also refer to things that should be removed from a page. Anything that does not contribute to a conversion goal or even hinders it, has no place on a page. Removing elements that affect the visitor experience often significantly increases the likelihood of conversions. Conversion optimization and the improvement of user experience are therefore closely linked. Before one can really effectively do a conversion optimization, it is important to ask the right questions. All in all, it has to be found out which goals have to be pursued and how to achieve them strategically best.

• Who are the target customers? Conversion optimization always requires a certain amount of personalization. Knowing which types of customers are to be targeted is extremely important. Otherwise, the measures would be like shooting in the dark. Analyzing existing customers and comparing similar characteristics in the target group significantly help to set up a purposeful strategy for conversion optimization.
• What are the specific goals? Who understands the target customers and their pain points comprehensively and aligns them with the orientation of the page to be optimized or the relevant services can effectively work out the right goals.
• What (intermediate) results are aimed for? After the goals have been defined, it is time to differentiate them. It should be highlighted how best to achieve the goals and what intermediate steps have to be taken.
• How does the current website perform in terms of conversions? "Our pages work perfectly as they are and don't need optimization": This practically does not exist. There are always minor or major deficits at some point. Improving websites is an ongoing process. To carry out this process efficiently, it is necessary to recognize what can be done better. Viewing the current website from the customers' perspective and asking what benefits conversions and what doesn't is a good approach. The use of specific conversion optimization software can be a tremendous work relief here.

After these questions are answered, there is a good basis on which to build the strategy. Although such plans differ from company to company, they almost always have three steps in common.

• Analysis and Research: Firstly, identify the variables in the equation that are likely to determine the success or failure of conversions. Once these have been established, targeted optimization can be carried out. Tracking visitors on the page to be optimized provides important insights into their behavior, their preferred areas and where they like to click. Some conversion optimization software has appropriate analytics tools connected. Otherwise, externally obtained data can be used.
• Hypothesis: At this step, examine the page to be optimized taking into account the data collected during the research phase. In doing so, it is important to precisely note which areas should probably be improved to increase conversions. Maybe the images and graphics are not in the ideal resolution, too much fluff text is used, or the existing CTA placements make no sense. The resulting hypothesis now needs to be tested.
• Testing: The testing process can take place in various ways, but there is one core method that is preferred for conversion optimization - A/B testing. In A/B testing, the original page is compared with a new page optimized in the sense of the hypothesis.

Particularly the steps of forming hypotheses and testing usually have to be repeated several times to achieve maximally suitable conversion optimization.