22 tools to improve website conversion

Callbacks and behavioral analysis, online consultants and usability testers, A / B testing, product recommendations and dynamic content.
All technologies to increase conversion with a review of market leaders, foreign and domestic cases - in this article.


Visitor behavior analysis
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It allows you to understand which elements visitors are interested in, in e-commerce - interest in products; identifies interface flaws that prevent the target action. Gives information about what to change. Indirect effect on conversion.

Hotjar

Multifunctional service. Shows maps of clicks, scrolling, links, including, by traffic sources; records the behavior of visitors (web viewer) according to specified criteria; creates and analyzes application forms; builds conversion funnels.
Also - a proactive chat with users, collecting feedback through survey forms, user testing (testing the site by representatives of the target audience).

Demo version - 15 days for all features; Free version - with restrictions (2,000 visitors per month, 3 heat maps, 100 records of sessions in the web browser, data storage for 3 months); Pro account - 29 Euro per month.

Crazyzygg

Cards of clicks, scrolling, links; confetti (heat map with segmentation by traffic sources, search phrases, etc.); generating heat map reports. For the sample, you can get a heat map at the URL of the site (through synchronization with data from Google Analytics).

Demo version - 30 days; Pro account - $ 19 per month.

Yandex Metrika

Analyzes forms; shows maps of paths, links, clicks, scrolling; web viewer; builds conversion funnels. Difference from foreign services - maps and web viewer without segmentation. Is free.

Case "How to generate more leads using heat maps . "

Usability and UX

Usability tests provide information on how your site or application is perceived by representatives of the target audience. These are not real customers, while the possible "shoals" in the interface will find 100%. Indirect effect on conversion.

UserTesting

With it, you can test sites, mobile applications and prototypes. More precisely, a group of users from your Central Asia is testing, which you select yourself by the given parameters. Create a task (to buy a specific product, for example), after which the test group performs it. All actions and comments are recorded in the service (video + audio).

Test drive upon request, after registration. Basic version - $ 49 for 1 study with notes.

UsabilityHub

Offer:

- Test “5 seconds” - testers' opinion about the main page, landing page, logo, promotional materials of the company strictly within 5 seconds of viewing;
- Click test - where users click in a given area of ​​the screen. Allows you to identify "false" areas that collect clicks despite the fact that they are not clickable;
- Report on the questionnaire you specified;
- Testing forms and order pages;
- Selective testing (for example, two design options).

The cost of research is calculated in the "credits" on a personal account (each order corresponds to a certain number of units).

Ask users

Domestic service. Allows you to conduct research on a number of questions (standard or own): you form a pool of questions, users from the target audience respond to them. Testers choose for themselves, according to given parameters. There are more than 1,000 assessors in the service database. At the exit you will receive questionnaires and a video of their actions.

Unlike analogs, you set the research cost yourself. The minimum order is 90 rubles. The cost of a full study starts from 1,500 rubles, depending on the tasks.

Cases:

“Usability Audit Online Store”

"How to improve the site using SEO and usability: 4 mini-cases"

Technical diagnostics

Detects technical errors in terms of download speed, site display in various browsers and devices. Indirect effect on conversion.

GTmetrix

Defines the boot parameters (time, file size, number of requests); display in different browsers and different devices. Compares your indicators with other sites participating in the system, builds cascading and video diagrams of indicators (including, can do analysis in dynamics, for a certain time after registration), gives recommendations on how to improve certain parameters.

Cost - free, just enter the URL of the site. A paid account - from $ 14.95 per month, allows you to analyze more than 10 sites, store reports on more than 100 URLs, conduct daily automatic monitoring + analysis without limiting the geography of servers.

Google PageSpeed ​​Insights

Russified service Google. Basic set: checks the download speed, separately for mobile and desktop versions of the site with recommendations for correcting deficiencies. Is free.

SiteSpeed

Domestic service from developers hosting provider Rusonyx. Checks connection speed, hosting settings, site content (image optimization, etc.). Gives recommendations on which components should be “pulled” to increase download speed. Send a full report to email. Is free.

Case "Online store: page loading speed +66 conversion"

A / B testing

A practical tool to increase conversion on the construction of hypotheses and test various options "in combat conditions." Indirect effect on conversion.

Google Content Experiments

Free service, minimal functionality. Allows you to conduct simple A / B tests and multivariate testing, up to 5 page options at the same time. It works without a visual editor, which complicates the test setup for beginners.

Visual Website Optimizer (VWO)

Allows you to conduct all possible experiments: a / b tests, split tests, multivariate testing, testing applications on iOS.
There is a visual editor, heatmaps, click analytics, separate tests for mobile and desktop, 15 targeting parameters, integration with Google Analytics and other analytics services.

The demo version is 30 days, with traffic restrictions (1,000 visitors). Paid rates - $ 49 per month for 10,000 transitions, $ 129 per month - from 30,000 visitors.

VWO proprietary feature is a statistic calculator of a / b tests available to any user.

Optimizely

In general - the same functionality as the VWO. The difference in a slightly more simple, intuitive interface that allows you to quickly configure the A / B test, even for a beginner. Although the taste and color ...

The Free version is not limited in time, testing 1 site and 1 application, up to 50,000 impressions per month, audience targeting is not available, customer support is limited.
The cost of full-fledged functionality is calculated individually, depending on the parameters of the project.

Cases:

"10 successful cases of A / B testing"

"Case of the Russian project: What service to conduct A / B testing to choose"

User interaction

We divide this category into online consultants for real-time communication and online survey services that help you understand why users perform or do not perform targeted actions (calls, requests, orders) on your site.

Online consultants

Zopim

International service, translated into Russian. Functionality: active chat, analytics of visitors by geolocation, device, traffic source, history of visits (including the pages viewed); individual chat settings, dialogue history, integration with other platforms.

Free trial for 14 days (1 agent, 1 chat). The recommended tariff is $ 25 per 1 agent per month (the number of agents and simultaneous chats is unlimited)

JivoSite

Leading analogue in Runet. Free version - up to 5 operators, mobile application, dialogue history. Paid version - 474 rubles per operator per month (if paid for a year) - active chat, call from the site, integration with Google Analytics and CRM, file transfer.

Case "Online consultant on the site: an unprecedented increase in conversion or irritation of visitors?"

Online surveys

Qualaroo

Target audience depending on questions, individual chat design (with the ability to add a company logo), triggers (the appearance of a window when a visitor leaves the order page, for example), polling logic management (branching), integration with Hubspot, Marketo, Optimizely, etc. d.
Free trial for 14 days, small business version - $ 63 per month (1 user, 1 domain).

Typeform

It features interactive, elements of gamification and various forms design depending on the type of survey.
There is a version of Free (limited set of forms and settings). Pro version - $ 20 per month.

Simpoll

Domestic service. Allows you to create a questionnaire, voting, testing. Target audience, 5 languages, spread via email and social networks, analytics of respondents, export of results (in MS Excel).

There is a Free version (up to 10 questions in 1 questionnaire, 100 responses to a survey). The base rate is 150 rubles per month (up to 50 questions in 1 questionnaire, 3,000 responses to a survey, a print version, branching logic, and export of results).

Product recommendations

Solution for e-commerce. Product recommendations services analyze the history of behavior (including order history, viewed products) and offer products that meet the user's interests (in the "Buy this product", "Similar products" blocks). This allows you to increase the conversion in the purchase and the average order check. Direct effect on conversion.

RetailRocket

According to the developers, the dignity of the service is a simple implementation in 15-20 minutes. 9 recommendations mechanic, personalized email-distribution (by an abandoned basket, etc.), analysis of the product matrix.

The demo version is 30 days free. There is a Free tariff (up to 250 orders per month, 1,500 goods in the database, 10,000 visitors, 2 types of recommendations). Tariff for an average online store - 7,100 rubles per month (up to 500 orders per month, 15,000 products in the database, 50,000 visitors, 8 types of recommendations, trigger mailings).

Crosss

In addition to product recommendations and trigger mailings, they implement adaptive content (adaptive storefronts) and personalized search.
Free test for 30 days. Paid version - from 1 690 rubles. per month (personalization of the site and mailings).

Review with cases "Choosing a product recommendations service"

Callback Services

Callback haunter

They promise to double sales with the new CallBackHunter 5.0 widget. As for the service itself, the functionality is the connection in 8 seconds, geo-targeting, general online chat, conversion reports, customer segmentation, and analytics by circulation channels.
Cons - you can not change the design and labels in pop-up windows, complex settings.

There is a freemium package (SMS after sending the application on the site). Tariffs are positioned with pay per lead.

Callbackkiller

According to the developers, this is the only free callback service. Payment is taken not for connections or leads, but for service. Payment per minute, at the price of the operator (4 rubles). There is a free version. Paid tariff - 6 000 rubles per year for 1 site.

Functional - analytics of the source of the call (from which page the call was ordered, how the form appeared, UTM tag tracking), geo-targeting, call recording, button selection, signatures and display mode, adding company logo, integration with Yandex Metrics and Google Analytics.

"Callback - a great overview of callback services"

Dynamic content

Service Yagla.ru

Allows you to customize a personal offer on the same page for each need by substituting headings, CTA buttons, captions to lead-forms, images for users' requests from contextual advertising.

Key features:

- Synchronization with an advertising campaign in Yandex Direct or Google AdWords in one click;
- Implementation through the installation of 2 lines of code;
- Marking of substitutable elements in the visual editor;
- Automatic A / B testing (comparison of each substitution with the original, tracking results by test status;
- Integration (setting goals) with LiveChat, CallTouch, CallBackHunter and other services.

Access to the admin panel, setting up changes - for free, after registration. Starting fare - 3 900 rubles for 3 months.

Direct effect on conversion.

Cases:

"How to sell 10,000 products on 1 landing page and earn an additional 5,000,000 rubles per month"

“3 cases of introducing dynamic content that increased the return on contextual advertising 3 times”

"3 ways to get customers from contextual advertising at the price of a business card"

PS If, in your opinion, there are more advanced and efficient services in any topic, share your opinion in the comments.