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For everyone out there doing CRO—what's in your CRO stack that you use every day? I'd love to know the tools you use from analytics to tracking to workflow to surveys, testing tools, etc.

  • AG

    Alex Griffis

    about 7 years ago #

    Google Docs
    Google Analytics
    MixPanel
    Optimizely *
    MailChimp (Autoresponders have awesome flexibility/data for drip series)

    * Be careful on A/B testing forms. If your form throws an error during validation, Optimizely blows away the error messages and overrides the form appearance with one of its variations. To the consumer, it looks like they submitted a form and it didn't do anything.

  • MB

    Morgan Brown

    about 7 years ago #

    I use:

    Google Docs/ Excel
    Google Magic script API
    Qualaroo
    Google Analytics
    KISSmetrics
    Optimizely

  • CS

    Chris Sanfilippo

    about 7 years ago #

    These are my everyday tools:
    Optimizely
    Google Analytics/Omniture
    Lucky Orange
    Excel
    and I just got Qualaroo, I know this will be go-to CRO tool.

    • MB

      Morgan Brown

      about 7 years ago #

      Thanks Chris—hadn't heard of Lucky Orange before. Will have to check it out.

      • DA

        Dinesh Agarwal

        about 7 years ago #

        Lucky orange is pretty cool and easy. I wonder how long before Google adds these features to GA.

  • DA

    David Arnoux

    about 7 years ago #

    - Optimizely
    - Mixpanel
    - Leanplum
    - Google Analytics
    - Intercom A/B testing
    - Intercom in-app messaging (talking to customers gives great hypothesis to tests)
    - Inspectlet (watching users use the website gives great hypothesis for tests)
    - PIES framework on a Google Doc.

    *A bit about the PIES framework: I discovered by reading some of Peep Laja’s blog posts. The system works like this: For every test you and your team are going to carry out make a score from 1 – 10 on the:

    Potential: What is my gut feeling (based on past experience, knowledge) on how much this can impact my growth, conversions positively? Is this a small color change on a button (score = 2) or changing the main value proposition of a page (score = 8)

    Importance: How important is this? Does this have to do with some small feature that not many people use (score = 1) or does this have to do with optimizing something on my home page which is the most visited page of my website (score = 10)

    Ease: How easy is it to implement this idea? Does it involve the CTO + the Designers + a copywriter? Will it will take 2 weeks to test (score = 2) or does it involve one person that can test it easily (score = 10)?

    Score: The sum of the above will give you an indication of what you should/could be testing right this instant.

  • MR

    Manoj Ranaweera

    about 7 years ago #

    For www.edocr.com, we use:

    1. Woopra
    2. Intercom
    3. Google Analytics
    4. Zendesk
    5. Zopim
    6. Mandrill App
    7. CapsuleCRM

  • TH

    Terri Harel

    about 7 years ago #

    This has been so incredibly helpful...I'm a new "marketer," coming from a writing/editorial background, and I feel very stuck on how to improve leads and conversions...

    Currently using HubSpot but finding it incredibly difficult for any useful reporting, so it's almost impossible to test anything. Maybe I just haven't figured out how to use it properly yet.

    Thanks everyone for the tips.

  • BP

    Brandon Pindulic

    about 7 years ago #

    I'm surprised no one's mentioned any heatmapping tools -- do you all feel they're ineffective / not relevant?

    In the few times I have done CRO work I made sure to setup Crazy Egg just to kind of get an overview of everything.

    • SE

      Sean Ellis

      about 7 years ago #

      I just spoke to someone a couple of days ago that said heat mapping triggered a test idea that generated a 40% conversion improvement. I haven't used a heat mapping solution, but I'm going to give it a shot.

      • BP

        Brandon Pindulic

        about 7 years ago #

        Hey Sean,
        I've done complete site overhauls due to results found from heat maps, so while I've found them useful to kind of get a pulse on things, I've never used one on a daily basis since it's not necessary (at least for what I've worked on).

        But, definitely nice insights

    • TD

      Tiffany Dasilva

      about 7 years ago #

      I've been testing some out - Right now using Crazy egg but I find them soo expensive and when I ask for examples and some sample ways to use it effectively I get very little in return.

    • MB

      Morgan Brown

      about 7 years ago #

      Hey Brandon,
      I have used CrazyEgg before, and I use Feng-GUI.com in some of my page-level analysis. Feng-GUI is a great little tool. But since I use it sporadically, I didn't include it in my initial stack.

      If I look more closely, the other tools I use are:

      UserTesting.com
      Feng-GUI.com
      CrazyEgg

      • BE

        Brandon Ernst

        about 7 years ago #

        Attention Wizard is another tool that sounds similar to these

      • BP

        Brandon Pindulic

        about 7 years ago #

        UserTesting is awesome, and I've never heard of Feng-GUI before.

        But, agreed that while UserTesting and heat maps can be valuable, they're not really daily necessities like an analytics solution, Qualaroo or Optimizely (when running tests)

        • TD

          Tiffany Dasilva

          about 7 years ago #

          Feng-GUI has been a great tool i've used to run through landing page designs right after they've been created. I see what provides the most contrast, if my CTA is highlighted and it's just a quick check to see if there's any problem areas. Great tool!

    • PC

      Paras Chopra

      about 7 years ago #

      We love heatmaps for CRO. That's how we realized that the free trials that get generated for VWO get generated because people click on tiny 'Free Trial' button on the top right and not the large 'Sign up for Free' button on the homepage. It would have been hard to get this insight if not for heatmaps.

      My general insight from looking at lots of insight is that the right navigation on a website (top bar, bread crumbs, side bar, footer) probably does more good than all the copy you could think of. People love clicking on navigation and if it's not clear (say you have some 'WHAT' instead of 'Product Details', it could mean less conversions)

      Last year we had an interesting case study where heatmaps were used for CRO. Here it is: http://visualwebsiteoptimizer.com/split-testing-blog/increase-conversions-using-heatmaps/

    • AG

      Alex Griffis

      about 7 years ago #

      Reinvigorate is great. It comes with real-time analytics and a bit more insight than CrazyEgg.

    • CS

      Chris Sanfilippo

      about 7 years ago #

      Lucky Orange provides heatmaps :) I just compared Crazy Egg, Clicktale, and Lucky Orange. I honestly didn't see too much of a difference between them. Clicktale pro costs 20k/year so I didn't go with that one. I like Lucky Orange because it's a swiss army knife and affordable, $50/month for 12 domains.

      • PL

        Peep Laja

        about 7 years ago #

        SessionCam ftw. It's like Clicktale, but way cheaper.

        Crazyegg doesn't have user session video replays, a killer must-have functionality.

      • BH

        ben hoffman

        about 7 years ago #

        My favorite heatmap tool:

        Inspectlet - starts at $19.99/month and comes with both heatmaps and mouse tracking.

        You can even filter the results by a number of criteria.

    • SC

      Shana Carp

      about 7 years ago #

      HeatMap tools are really difficult to set up with responsive sites due to the way they work.

      I find them useful only for testing potential locations for things. They don't actually tell me much about usability

      • BP

        Brandon Pindulic

        about 7 years ago #

        Agreed 100%. I think you hit the nail on the head, and that has been my experience as well.

      • PC

        Paras Chopra

        about 7 years ago #

        It depends on how the heatmap tool is implemented. If it tracks X and Y location of an element, then it's going to have a problem. If it tracks where the element is actually located on the page (in terms of DOM), there wouldn't be a problem.

    • BE

      Brandon Ernst

      about 7 years ago #

      Has anyone tried out Tim Ash's tool attention wizard as a predictive tool or run in parallel for landing page tests?

      • BL

        Brian Lang

        about 7 years ago #

        From what I've seen, Attention Wizard picks up everything you would expect - your logo, call to action, etc, but heat maps from actual site visitors are what will give you all of the surprising tidbits and insights that you probably weren't expecting to see.

  • KD

    Karolis Dzeja

    about 7 years ago #

    Primarily Google Analytics and VWO.

  • ND

    Nate Desmond

    about 7 years ago #

    I use:

    Excel
    Google Analytics
    Mixpanel
    Optimizely

  • JQ

    Jamie Quint

    about 7 years ago #

    Google Analytics
    AppsFlyer
    Mixpanel
    Excel
    Wizard
    UserTesting
    Qualaroo

  • MC

    Mike Cunsolo

    about 7 years ago #

    Great discussion. Interested to know if anyone includes performance tools when considering their CRO? Or is it a case that people instinctively know that if something is slow it won't convert as well, so bundle FE performance with general app/site performance?

  • BE

    Brandon Ernst

    about 7 years ago #

    Google Docs
    Google Analytics
    Mix Panel
    Optimizely
    MailChimp
    Attention Wizard
    Qualaroo
    MyCrowd (Integrates with Optimizely to hire freelancers)

  • BS

    Brian Schmitt

    about 7 years ago #

    We use:
    Optimizely (though we recently tried Convert, but went back to Optimizely)
    CrazyEgg -their integration with Optimizely is very beneficial
    Google Analytics
    Coastics - a tool we built to get rid of logging into another dashboard when GA's KPIs can easily be emailed.
    Qualaroo
    Delightedapp
    UserTesting.com
    Trello - for managing the process/flow of tests and letting clients into the discussion more.

  • AT

    Andrew Thompson

    about 7 years ago #

    Data Capture/Crunching: Google Docs, Excel Pivot Tables
    Analytics: Google Analytics (pageviews, adwords integration, conversion), Mixpanel (custom events, segmentation, retention, surveys, email/push notifications)
    Heatmaps: CrazyEgg
    Surveying: Mixpanel & Qualaroo
    Dashboards: Leftronic & Geckoboard
    A/B Testing: Optimizely
    Email Campaigns: Mailchimp
    Prospecting: StackLead, Rapportive, Hubspot Signals
    Web Scraping: Kimono
    Frameworks: AARRR, PIE, LIFT, NPS
    Project Management: Trello, Hipchat

  • WA

    walid af

    about 7 years ago #

    google analytics
    excel
    VWO - which I don't really recommend but a bit short of good alternatives...
    clicktale

    • PC

      Paras Chopra

      about 7 years ago #

      Hi, could you give some feedback why you don't recommend VWO? We'd love to improve. (If you can't share here, you can reach out to me on email - paras {at} wingify {dot} com)

  • SC

    Shana Carp

    about 7 years ago #

    Google Analytics.
    We also have proprietary click data on everything on the site. Every mouse movement - we also don't look at it, because it way too time consuming (but it exists if needed)
    Python (seriously, i'm building a script to do some twitter sn harvesting for ad purchases later)
    Sublime text (I like writing content in a text editor. Very clean, less distracting)
    Mailchimp/Mandrill
    In house dashboard of our database (once the plugin is installed, we need a way of seeing what is going on..)
    Asana (the one thing I wish it had was prioritization though)
    In house AB testing
    Chrome Site inspector

    I also keep a couple of interesting tools around
    ScreamingFrog is super useful
    Google puts out a bunch of QA tools around tags

    Things I've seen that I want to use at some point
    Google Tag Manager/some sort of tag manager.

    • BL

      Brian Lang

      about 7 years ago #

      If you do a lot of QA on tags and what not, you should look at WASP - great little tool.

      • SC

        Shana Carp

        about 7 years ago #

        Ooo. Up to a Point OOOOO.

        I have a habit of doing my own QA for at least a sample size. I've gone at great legnths, and something I'll even scrape pages to make sure the tags I want are there.

        anything to sometimes make it easier.

  • DM

    Depesh Mandalia

    about 7 years ago #

    Great question Morgan.

    Here's my vanilla stack:
    Analytics: GA
    Landing page testing: Unbounce
    User testing/feedback: WhatUsersDo, FeedBackArmy, FiveSecondTest, Focus groups (face to face with customers/potential customers)
    Flash Surveys/Website Feedback: WebEngage (sorry Sean!)
    Questionnaires: SurveyMonkey (fired from WebEngage), 4Qs (now iPerceptions)
    AB/Multivariate testing: Optimizely
    Website Insights: ClickTale, CrazyEgg

    I could go own as I diverge out from direct CRO to indirect methods such as marketing channel analysis (eg SEO > ScreamingFrog to optimise SEO CTRs for example), YSlow, PIngdom to analyse website code to speed up the site (thus potentially increase conversion) or other 'tools' like Excel for pivoting and deep-diving into data to create meaningful insights...

    Conversion optimisation (I'm from the UK, hence dropped the 'z'!) in terms of Growth Hacking for me is really about balancing up the quickest, largest gains with supporting hypothesis over constrained cost (time, resource, budget) so my stacks will grow as the projects grow and shift as the focus shifts (ie a huge traffic surge requires different CRO tools to improving static traffic). For example a start-up with zero traffic doesn't have scope for CRO... as a minimum I'd get GA, WebEngage and CrazyEgg installed from the start. If we use paid channels I'd switch on Unbounce for quick landing page tests, and perhaps ClickTale on the Checkout etc. If we wanted to quickly validate a new feature on the site I might pass it through Feedback Army, or FiveSecondTest before passing an advanced MVP (minimum viable product) through WhatUsersDo before launch.

    Hope that helps.

  • SB

    Shane Bliemaster

    about 7 years ago #

    Google Analytics
    Crazyegg
    Optimizely
    Excel
    Paydirt
    Mailchimp
    Mandrill
    Mixpanel

  • HH

    Hugh Hopkins

    about 7 years ago #

    The ones we use everyday:

    - Google Sheets / Excel - depends on the complexity of the data and if it's being shared internally.
    - Tableau
    - GoSquared
    - Mandrill and Mailchimp
    - Olark (integrated with GoSquared so that we know who we are talking to)
    - Desk.com & Sparkcentral - fantastic for customer support (somewhere often overlooked in the conversion world)
    - Internal Tools, we also have some great internal tools taking in a variety of data sources such as Stripe, MySQL and our web analytics.

  • JL

    josh ledgard

    about 7 years ago #

    Kissmetrics - Funnel metrics and usage patterns.
    Google Analytics - The basics.
    Optimizly - A/B testing big time pages.
    MailChimp - Newsletters
    GetDrip - Drip Email Campaigns

    and of course....

    KickoffLabs - Landing Pages and Opt In Widgets.

    Thanks,
    Josh Ledgard
    Founder - KickoffLabs

  • AS

    Angie Schottmuller

    over 5 years ago #

    A quick mash-up of regular tools on my radar:
    - Excel
    - Google Analytics
    - VWO
    - Unbounce
    - WebPageTest.org
    - Hotjar (sometimes still ClickTale and Qualaroo)
    - Asana / Trello
    - Attention Wizard (attention heatmaps for audits and mockup reviews)
    - InVision (Collaboration on mock-ups)
    - Omnigraffle (wireframing)
    - Screaming Frog (web crawl to audit title tag and page heading match)
    - 5-Second Test
    - GoToMeeting (recorded session discovery interviews)
    - SurveyMonkey
    ---------------------------
    Experimental Tools:
    - Stipso.com (Interactive, dynamic content infographics)
    - Needle.com (Live Chat powered by crowdsourced advocates)
    - Tableau.com
    - Docalytics.com (PDF viewing analytics w/ lead capture and heatmaps)
    - Wufoo.com (embedded interactive quiz survey widgets to use within Unbounce landing pages)

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