How do you ensure the product reaches the right people and resonates with their needs?

Product marketing is a dynamic balancing act—understanding users, aligning teams, and delivering results while staying ahead of the competition. 

For product marketers, the right tools make all the difference. That’s why we’ve curated a list of the top 12 product marketing tools to help you streamline your marketing efforts, elevate your strategy, and achieve growth with confidence.

Why are product marketing tools essential for driving demand and adoption?

Product marketing tools are pivotal in bridging the gap between a product and its target market or audience. By providing the insights, efficiency, and personalization needed to connect with users effectively, product marketing tools empower businesses to increase demand, improve user satisfaction, and achieve sustainable growth.

Having an integrated marketing technology stack enables organizations to:

• Automate repetitive tasks and scale marketing operations
• Personalize communications based on customer segments and behaviors
• Test and optimize marketing campaigns with data-driven insights
• Evaluate ROI and connect revenue directly to individual marketing efforts
• Maintain consistent messaging across channels and touchpoints

Types of product marketing tools

Various tools are available to product marketing managers, each tailored to support different tasks. Some are listed below:

• Project management tools: Help marketers plan, organize, and track campaigns efficiently, enabling seamless execution, effective resource management, and improved team collaboration.
• Customer journey mapping tools: Marketers can visualize user interactions across touchpoints, gaining insights that drive better engagement and customer satisfaction.
• In-app product marketing tools: Focus on engaging users throughout their lifecycle by promoting features, delivering contextual assistance, and driving retention.  They include feature tours, contextual triggers, interactive walkthroughs, and personalized campaigns for improving user interactions.
• Keyword research and content marketing tools: Provide the insights needed to identify search trends, optimize content for SEO, and align strategies with audience needs to drive organic traffic.
• Customer data platforms: Centralize user data from various sources, providing a unified customer view. These tools allow marketers to analyze behavior, personalize interactions, and inform data-driven strategies.
• Feedback tools: Capture user opinions and insights to improve products and services. They help marketers understand user needs, measure satisfaction, and identify areas for enhancement.
• User onboarding tools: Designed to guide new users through the initial stages, ensuring they understand the product and achieve early success. These tools focus on creating step-by-step guides, checklists, progress trackers, and tooltips to ease the learning curve for new users.
• Product analytics tools: Track user behavior and interactions, delivering insights that enable marketers to optimize features, improve retention, and enhance overall user engagement.
• A/B testing tools: Allow marketers to experiment with variations of content, designs, or features, providing data-backed insights to optimize user experiences and conversions.
• Email marketing tools: Streamline email campaign creation, automation, and analysis. They support personalized messaging, customer retention, and lead nurturing to maximize engagement and revenue.
• Competitive intelligence tools: Provide key insights on competitors, industry trends, and customer preferences. They help marketers refine positioning, identify opportunities, and develop strategies to stay ahead in a competitive landscape.
• Collaboration and productivity tools: Enhance communication and coordination among teams. These platforms simplify sharing updates, managing tasks, and ensuring everyone stays aligned on goals.

Top product marketing tools: A quick overview

• Monday.com
• Custellence
• Chameleon
• Ahrefs
• Segment
• UserTesting
• Product Fruits
• Mixpanel
• AB Tasty
• Mailchimp
• Klue
• Slack
• VWO

12 top product marketing tools for product marketers

Project management tools

1. Monday.com

Monday.com is the ideal tool to simplify the responsibilities of a product marketer. It provides a flexible project management platform to organize, track, and collaborate on campaigns and launches while automating repetitive tasks like reminders, status updates, and assignments.

By centralizing workflows across content, design, and strategy, Monday.com ensures teams stay aligned with marketing goals, streamline operations, and deliver measurable results efficiently.

Key features: Asset Management, Annotations, File Versioning, Robust Gantt Charts, Marketing Automation, Proofing, Dashboards

Pricing:

• Free trial: 14 days for unlimited users and boards.
• Free: Up to 2 seats forever.
• Paid: Starts from $9/seat/month, billed annually.

Alternatives: Smartsheet, Clickup, Asana

Customer journey mapping tools

2. Custellence

Custellence is a go-to tool that helps product marketers create, share, and optimize customer journeys to drive business growth. By visualizing every touchpoint, marketers gain insights into customer needs and pain points, enabling them to craft impactful, results-driven strategies.

Designed for seamless collaboration, Custellence helps align teams across departments to build customer-centric strategies. With its focus on enhancing customer experiences, the platform enables businesses to foster loyalty, drive recommendations, and achieve measurable success.

Key features: Drag-and-drop Interface, Flexible Layout, Professional Templates, Collaboration, Workflows, Integrations

Pricing:

• Free: 2 customer journey maps forever.
• Paid: Starts from $199/month.

Alternatives: Smaply, theydo

In-app product marketing tools

3. Chameleon

Chameleon helps product marketing managers deliver engaging in-app experiences that accelerate user activation and feature adoption. With product tours, checklists, and contextual triggers, it ensures users quickly discover key features and achieve success.

By enabling A/B Testing and personalized content, Chameleon refines user journeys and drives deeper engagement. Whether promoting events, offering tailored support, or showcasing practical use cases, Chameleon helps product marketers maximize impact and streamlines the path from sign-up to success for the users.

Key features: Performance Analysis, AI Assistant, User Tagging, Integrations, Segmentation, Collaboration, Content Personalization, On-page Triggers

Pricing: 

• Free: Search inside the product.
• Paid: Starts from $279/month.

Alternatives: Userpilot, Appcues

Keyword research and content marketing tools 

4. Ahrefs

Ahrefs is an all-in-one keyword research and content marketing tool that helps product marketers grow search traffic and optimize strategies. With tools like Site Explorer, marketers can analyze website visitors and competitors. Keywords Explorer helps uncover audience search trends, while Site Audit enhances website performance, providing actionable data to drive results.

AI-powered features like AI Content Grader and AI Content Helper refine content quality, while Rank Tracker and Content Explorer track search rankings and reveal trending topics. Ahrefs equips marketers with everything needed to craft impactful, data-driven campaigns.

Key features: Web Analytics, Keyword Explorer, Keyword Generator, SEO Audit Tool, SERP History & Comparison, Report Builder

Pricing:

• Free: Webmaster tools for website owners
• Paid: Starts from $108/month, billed annually.

Alternatives: Semrush, BuzzSumo

Customer data platforms

5. Segment

Segment is a customer data platform that helps product marketers unify and analyze data from multiple sources, creating a single, accurate view of their customers. It simplifies data collection, ensuring clear, actionable insights for better marketing and product decisions.

With integrations for over 500 tools like Google Analytics, Salesforce, and HubSpot, Segment makes it easy to integrate and exchange data across various platforms. Streamlining processes and providing a centralized customer profile empower marketers to run targeted campaigns and deliver personalized experiences efficiently.

Key features: Targeted Messaging, AI Predictions, Multichannel Personalization, Customer Analytics, AI Recommendations

Pricing:

• Free trial: Only for the Connections plan.
• Paid: Custom pricing for all plans

Alternatives: Bloomreach Engagement, SAP Customer Data Platform

Feedback tools

6. UserTesting

UserTesting provides businesses with a powerful way to connect directly with real users and gain authentic insights into how they engage with products, designs, or messaging.

With its quick feedback feature, businesses can submit a URL and receive a video of a user’s initial impressions within minutes. This streamlined process delivers valuable insights into user behavior, key pain points, and individual preferences, enabling teams to refine digital experiences and develop products that deeply connect with their audience.

Key features: Rapid Feedback, Usability Testing, AI-powered Analytics, Customer Journey Mapping, Surveys, Dashboards, Sentiment Analysis

Pricing:

Prices are not available on the website.

Alternatives: Typeform, Lookback

User onboarding tools

7. Product Fruits

Product Fruits is a no-code user onboarding platform that empowers product marketers to boost product activation, conversions, and customer satisfaction while reducing churn. It enables the creation of seamless onboarding flows, guided tours, and contextual help overlays without modifying the app or website’s appearance or source code.

With tools to highlight new features, publish release notes, and provide intuitive guidance, Product Fruits simplifies user education. The Feedback Widget enables users to report bugs via videos, while the Adoption Meter highlights user preferences, helping marketers refine experiences and boost engagement.

Key features: Onboarding Checklists, Custom Events, Hints & Tooltips, Tours & Guides, AI Writer, NPS & Surveys, Feedback Widget, Segmentation

Pricing:

• Free trial: 14 days of full functionality.
• Paid: Starts from $79/month, billed annually.

Alternatives: UserGuiding, Userflow

Product analytics tools

8. Mixpanel

Mixpanel is a robust product analytics platform specializing in quantitative data analysis, helping businesses gain detailed data on user behavior to drive optimization and improve user experiences.

Features like session replays also support qualitative research, enabling teams to observe user interactions and understand behavior across web, mobile, and app environments. 

Tailored for teams focused on user engagement and product-market fit, Mixpanel provides a comprehensive, real-time view of the customer journey to drive informed decisions.

Key features: Session Replays, Cohort Analysis, Anomaly Detection, Insights, Funnels, Retention, & Flow Reports, Custom Events

Pricing:

• Free: For up to 20 million monthly events
• Paid: Starts from $24/month, 10k events and advanced analytics

Alternatives: UXCam, LogRocket

A/B testing tools

9. AB Tasty

AB Tasty is an experimentation platform that helps product marketers optimize user experiences and drive conversions. Its robust testing capabilities allow teams to implement A/B, multivariate, and split tests seamlessly across websites, mobile applications, and linked devices.

With its intuitive interface and advanced tools, AB Tasty enables marketers to experiment confidently, gather meaningful insights, and refine user journeys. From simple tweaks to complex strategies, it equips businesses to make data-driven decisions and achieve their growth objectives effectively.

Key Features: No-code Visual Editor, Pre-built AI Segments, Emotions AI, Full-stack Experimentation, AudienceBuilder, Performance Center, Reports & Dashboards

Pricing:

• Prices are not available on the website.

Alternatives: VWO, Optimizely, Dynamic Yield

Email marketing automation tools

10. Mailchimp

Mailchimp is a powerful email marketing platform that helps product marketers connect with potential customers and drive results. Its dynamic personalization features use browsing and purchase data to deliver tailored messages that boost engagement and sales.

With intuitive tools like AI-powered content creation and customizable templates, Mailchimp simplifies campaign building. Advanced targeting options and robust analytics, including performance tracking and benchmarking, enable marketers to achieve measurable outcomes, making it a valuable asset for any marketing toolkit.

Key features: Custom-coded Email Templates, Generative AI, Segmentation, Automation, Reporting, Personalized Onboarding

Pricing:

• Free trial: 14 days, limited features.
• Free: Limited to 500 contacts.
• Paid: Starts from $8/month.

Alternatives: Drip, GetResponse

Competitive intelligence tools

11. Klue

Klue is a competitive intelligence platform that helps product marketing and sales teams collect, analyze, and distribute insights efficiently. Klue leverages data from millions of websites, news articles, and social media posts to deliver competitor summaries for sales, detailed profiles for analysis, and strategic reports for product and marketing teams and leaders.

Integrated with existing tools, Klue makes insights accessible across the organization, enabling informed decisions, practical solutions, and improved performance metrics like win rates and revenue growth.

Key features: Real-time Alerts, Competitor Monitoring, AI-assisted Intel Triage Tools, AI-powered Review Analysis, Dynamic Battlecard Creation, Win-Loss Analysis

Pricing: 

Prices are not available on the website.

Alternatives: Crayon, Similarweb

Collaboration and productivity tools

12. Slack

Slack is a collaboration platform that helps product marketing managers streamline communication and enhance team productivity. Real-time messaging, file sharing, and customizable notifications keep product marketing teams connected and aligned across projects.

By organizing conversations into channels, Slack simplifies collaboration, making it easy to share updates, gather user feedback, and resolve issues efficiently. As a leading mar-tech tool, it ensures clear communication and supports project success.

Key features: Slack AI, Integrations, Channels, Automation, Workflow Builder, Analytics Dashboard, Canvas

Pricing:

• Free: Limited to a 90-day message history.
• Paid: Starts from $4.38/month.

Alternatives: Trello, CoSchedule

13. VWO – The multi-dimensional optimization suite

VWO provides a unified solution tailored to the needs of diverse teams, including product marketing managers, UX researchers, CRO specialists, and digital marketing professionals.

Integrating behavioral analysis and testing into a single platform enables teams to uncover actionable insights and optimize in real-time. This cohesive approach helps teams understand user behavior, seize opportunities, and drive data-driven improvements efficiently while fostering collaboration across the organization.

As a project management tool

VWO Plan empowers teams to collaborate effectively, organize experimentation pipelines, and make improvements based on gathered insights.

With a Kanban board to manage hypotheses built on expert-recommended frameworks, VWO Plan keeps projects organized for continuous optimization. Teams can monitor test statuses and align initiatives with business goals, ensuring a smooth path from ideation to completion.

These features ensure that marketing, product, and design teams remain aligned, reducing silos and improving overall productivity.

As an A/B testing tool

With VWO’s widely recognized robust A/B testing capabilities,  marketers can test multiple versions of webpages, CTAs, or product features to determine which performs best. This experimentation helps identify what resonates most with users, improving conversion rates and optimizing user experience based on real data rather than assumptions.

As a behavior analytics tool

Through powerful behavior analytics tools, VWO Insights helps uncover user behavior, wants, and needs. By providing insights into friction points and engagement patterns, it enables you to derive actionable strategies, implement improvements, and optimize experiences—all within a unified platform.

• Session Recordings: Observe user navigation to identify challenges and pain points.
• Heatmaps, Scrollmaps, Clickmaps: Visualize user engagement and interaction hotspots.
• Form Analytics: Monitor form performance and address form abandonment issues effectively.
• Conversion Funnels: Track user journeys to identify drop-offs and optimize paths.
• Insights Dashboard: Simplifies the detection of friction points and connects directly to heatmaps and recordings for a more thorough understanding of user challenges.

Pro Tip!

Use VWO Copilot, the AI-powered assistant that interprets data from heatmaps, session recordings, and surveys, providing actionable insights and identifying optimization opportunities.

As a feedback tool

VWO Surveys provide real-time insights into visitor behavior by enabling businesses to ask targeted questions directly on a website. By engaging users at critical moments, on-page surveys help uncover the reasons behind their hesitation or friction, helping product managers/marketers make informed, data-driven decisions to improve user experience and drive conversions.

Features: AI-powered Survey Creation and Analysis, Segmentation, Advanced Filtering, Smart Survey Triggers, Multiple Question Types, Data Visualization

IMB Bank partnered with VWO to implement a structured, data-driven optimization process to enhance user engagement and boost conversions. Using VWO Insights, including heatmaps, funnel analysis, form analysis, and session recordings, the team identified key areas for improvement and designed targeted experiments to address them.

With A/B testing, they validated hypotheses and optimized critical pages, leading to significant improvements. IMB Bank achieved an 87% increase in home loan conversions, showcasing the impact of VWO’s comprehensive suite of behavior analysis and experimentation feedback tools.

The bank continues to refine its digital experience strategy, making VWO an integral part of its CRO process to drive growth and deliver exceptional user experiences.

The 150-year-old brand Britannica leveraged on-page surveys to gather valuable user insights, which helped them improve CTR by 10%. Check out more about how they did it. 

As an in-app marketing tool

VWO’s robust suite of features extends to supporting user engagement and activation across digital touchpoints, including apps.  It drives feature adoption with A/B testing and UI optimization, helping users easily interact with key functionalities. Features like session recordings and feedback widgets assist in identifying and resolving crashes and bugs, ensuring a seamless in-app experience.

Pricing

• Free trial: 30 days, all feature inclusive.
• Paid: Multiple plans starting from $199/month, billed annually.

Compare top product marketing tools

How to choose the most suitable product marketing tools

Choosing the right product marketing tools is essential for achieving your goals efficiently and effectively. To make the best decision, focus on key features that enhance your product marketing strategy and streamline operations. Key factors worth considering are:

Define objectives

Clearly outline the goals you want to achieve. Are you looking to automate tasks, boost engagement, or refine user experiences? Let your goals guide your choices.

Make usability a priority

A sleek, intuitive interface can be a game-changer. User-friendly tools enable quick adoption, streamline workflows, and let marketers focus on strategy rather than navigating complex systems, leading to more effective campaigns.

Think integration

Does it align with your existing tech stack? Seamless integration with CRMs, email platforms, or analytics tools ensures smoother workflows.

Scale with confidence

Tools should grow and adapt as your business evolves. Pick platforms that can evolve with your needs without requiring a significant overhaul.

Automate smartly

Look for tools that handle repetitive tasks—like email campaigns or social media posting—so your team can focus on strategic growth.

Insights that matter

Robust analytics and reporting are non-negotiable. You’ll want to track performance, understand customer behavior, and make data-driven decisions.

Promotes collaboration

Pick tools that make teamwork effortless. Shared dashboards, real-time updates, and communication features keep everyone aligned.

Customization is key

No two businesses are the same. The right tools should let you tweak features to fit your unique processes and strategies.

Budget wisely

High cost doesn’t always mean high ROI. Find a balance between affordability and features that add value to your campaigns.

Trial before you buy

Always test-drive tools. Demos and free trials give you a feel for how well a tool fits your workflows.

Stay secure

When customer data is involved, ensure the tool complies with security standards to protect your business and customers.

Learn from real feedback

Check customer reviews and recommendations to learn from others’ experiences. Insights from peers can save you from costly mistakes.

Conclusion

Selecting the right product marketing tools is a strategic process that requires thoughtful evaluation, in-depth market research, and a strong awareness of your needs. The tools and criteria this guide outlines offer a practical starting point to help you confidently navigate your choices. With the right tools, you can enhance your strategies, improve collaboration, and deliver impactful results that drive growth and customer satisfaction.

VWO combines user research, experimentation, and project management into one seamless platform. It empowers teams to uncover insights, refine strategies, and confidently drive growth.

Ready to level up your product marketing efforts? Start your 30-day free trial with VWO today and experience the transformation firsthand.

FAQs

It’s easy to start strong, but running full-fledged optimization campaigns is anything but straight-forward. The key to lasting success lies in perseverance. And when the inevitable roadblocks hit, you don’t have to figure it all out on your own. That’s where our CRO Perspectives series comes in. 

We bring you insights from experts who have been in the trenches, sharing their stories, answering your toughest questions, and inspiring you to keep pushing forward.

In the twelfth installment of CRO Perspectives, we feature an exclusive interview with Phillip Wang, Head of eCommerce, APAC at Kaspersky, who shares his journey and valuable advice on how to approach experimentation effectively for lasting results. 

Leader: Phillip Wang

Role: Head of eCommerce, APAC, Kaspersky

Location: China

Speaks about: Customer Experience • eCommerce • Digital Growth • Analytics • Strategy  

Why should you read this interview?

Phillip Wang’s journey in the marketing industry spans over a decade, with extensive experience working at leading companies in China. 

For the past four years, he has been with Kaspersky, a global leader in cybersecurity, where he progressed from a Conversion Optimization Manager to his current role as Head of eCommerce, APAC. In this capacity, he drives digital transformation and growth strategy for the company across markets in South East Asia, Greater China, and Korea. 

With his knowledge of CRO and eCommerce, Phillip explains important CRO segments that will guide you toward effective optimization and better outcomes.

Discovering key insights from Phillip’s journey into CRO

My entry into CRO began with the optimization of affiliate landing pages and gradually expanded to include other key touchpoints in the customer experience. From email messaging to website flow to shipping product features, being the only person with “optimization” in their title in a newly funded tech start-up definitely offered me a range of responsibilities. 

While nothing replaces getting your hands dirty to quickly build up a memory of what works and what doesn’t, immersion in the craft through other ways also helped me immensely: 

Read everything

CXL, Baymard, Making Websites Win—improve your understanding by devouring any relevant resource you can. You’ll be learning from experts who have already gone through what you’re trying to do now. Sometimes you’ll need a book, not just a 5-minute article, to uncover the main message with enough depth to truly understand it. 

Explore the specialisms within CRO

UX, data analytics, digital marketing, consumer psychology—each deserves independent study, which can feel overwhelming. Instead, find the area that aligns with your natural aptitude and professional interest. For the most part, it’s enough to understand each domain’s role in the optimization of the customer experience and become adept at collaborating with subject-matter experts towards that end goal. 

Learn CRO heuristic frameworks

Tools like LIFT, Lever, or the Conversion Sequence Heuristic are helpful to move from point A to B without getting stuck in analysis paralysis. They provide a fresh lens to assess problems quickly, but you still need the knowledge from other business areas (like the specialisms mentioned above) to use them effectively. Don’t do it alone—these frameworks work best as collaborative exercises. 

Prioritize methodology and process

Without a deliberate approach to optimization, you’ll often feel like you’re swimming in the deep end. Reflect on the steps that make up your approach as well as what can be improved. Improving clarity around your system of operations will help in the long-run, not least to demystify the work involved in CRO for your team at large, but also as you scale and seek stakeholder buy-in.

Steady your fear of failure

Fear inhibits change, which in CRO could mean staying within the comfort zone of button color or hero image testing to avoid tarnishing a “winning” streak.

It’s natural to feel like each experiment reflects on your abilities, but real learning and innovation come through experimentation—and failure is a vital part of that process.

Building an in-house experimentation team

An important consideration when establishing an in-house experimentation team is, of course, the structure of the team itself. It’s rare to find someone who has deep expertise across statistics, product design, web development… the list goes on, and it would also be unfair to expect all of this from one (super) human being. 

However, finding someone with a strong growth mindset is much more attainable. CRO is a cross-disciplinary field, so it’s important to recruit people who understand this and are passionate about development. For your first hire, look for someone with experience using data to drive business impact and with a strong focus on the customer’s perspective—that’s a winner.

By now, we’ve all seen the data showing that companies with well-executed online experimentation programs outperform those that don’t. A key, often overlooked detail is the ‘well-executed’ part—simply launching experiments without impactful results or with measurement issues won’t get you ahead.

To position yourself for success, consider some of these questions: 

● What profiles will we prioritize for hiring? 

● Should the team be centralized or decentralized? 

● How will this team complement adjacent functions? 

● What’s our plan for cross-functional collaboration? 

● How do we secure top management buy-in? 

● What is our current/future MarTech stack? 

● Is our measurement and tracking reliable? 

● What internal training should we provide? 

● How is experimentation viewed within the company? 

Planning CRO tests that boost revenue and conversions

We should first note that the level of urgency to ‘move the needle’ will affect your execution. Are we operating under calmer BAU (Business As Usual) times, or are these all-hands-on-deck times?

Depending on the state of the business, your approach to optimization should adapt—not just in terms of the level of effort or risk tied to each approach, but also the communication required with stakeholders. Think of low contrast (“to learn”) versus high contrast (“to earn”) experimental design: these concepts aren’t mutually exclusive, but the complexity of a solution will impact everything from operations to stakeholder expectations. Ideally, a balance between the two helps create a more strategic and robust roadmap.

Another framework that complements roadmap planning is: ‘Quality x Quantity.’ From a high-level perspective, the success of your experimentation roadmap depends on how well you can execute impactful tests (quality) and multiples of them (quantity). With your organization in mind, working backwards from both levers will help you determine the steps you need to follow (and continuously improve on) to maintain your critical outputs: customer-centered insights that fuel your experiments and intentional testing velocity.

To truly ‘move the needle,’ a strong focus on the roadmap is necessary, as it’s clear you’ll need a series of tests, not just one, to achieve it. Thinking about how to sequence testing to take advantage of internal resource capacity (research, design, development teams, etc.) while keeping the concepts mentioned above in mind will support this goal.

Pro Tip!

Build a robust pipeline of AI-generated optimization ideas with VWO Copilot. It generates tailored campaign ideas aligned with your optimization goals. You can add them directly to your hypothesis bank, ensuring a continuous pipeline of testing opportunities.

Building a collaborative vision for growth and experimentation

Recognizing that we don’t have all the answers is an important starting point. It’s crucial as we strive to apply the scientific method toward problem discovery, business growth, and digital transformation at large, while keeping ourselves grounded with this sometimes lofty mission.

Knowing that we can’t rely on individual experience alone to guide us with critical business decisions, and that we must go back to the basics by creating our own data, is a key part of this too.

The end result is hopefully a more nuanced view of experimentation as we carry out our day-to-day, helping us think beyond singular, isolated testing and instead become proponents of change and growth within the business.

Opening up this discussion with the team to collaboratively build out a shared vision also grounds our efforts on purpose and aligns everyone on the bigger picture.

Turning a challenging problem into a meaningful impact

A critical server problem meant we had to forgo an evolutionary design approach and instead replace a locally adapted website with a radically different, generic template—without testing.

Unsurprisingly, performance dropped, and pressure was high.

Not defaulting to a solution-first response but investing time and effort in diagnosis to get beyond surface-level assumptions is CRO 101, and this approach saved us time, effort, and impact in the long run. By first building a decent understanding of the problem, we were able to effectively treat it.

By consolidating user findings from multiple research methods—web analytics (“what and where is the problem?”), behavioral analytics and preference testing (“why is it a problem?”), as well as guidance from behavioral economics (choice architecture)—we could identify the root of the issue and take corrective action.

Spending time (and remaining calm) to define the scope of the issue was helpful, especially in the face of mounting pressure. This improved clarity and confidence in our decision-making, as well as enabled easier development of hypotheses to address the central problem and, thus, create meaningful impact.

Sometimes quick decisions and intuition are necessary, but a well-informed approach pays off when navigating complex situations.

Winning stakeholder buy-in for CRO

When engaging with stakeholders, are you communicating with the mindset that you are The Expert, or are you entering that conversation with an open mind? Do both parties fully understand each other’s positions, or is the conversation built on misaligned foundations?

I like the simple expression, ‘strong opinions, loosely held,’ as it underscores how we should do our due diligence but also welcome and respect counterarguments. This way of approaching stakeholder alignment helps set the tone in communicating with both authorities (based on substance) while still remaining approachable.

More specific to CRO, another principle I value is “show, don’t tell.” A 50% conversion rate uplift or a 20% RPV uplift all sound amazing and, without proper context, equally implausible. Rather than just telling your winning numbers to an audience, walk them through it: show your stakeholders the insight that led to the win. This could be the new way you planned your roadmap, designed your experiment, collaborated across functions, triangulated your research, or something else.

In my experience, this can carry far more weight in your professional relationships since you are now inviting stakeholders into the conversation and making CRO relevant to them, rather than just reading off a test results report.

Scaling experimentation efforts

Start small and prove your value. Value doesn’t need to equal money in the bank—at least not immediately. It could be introducing a new way of thinking, improving problem-solving approaches, or deepening customer understanding.

But always think: how can this be substantiated? How can I connect this back to top business priorities that my manager—and my manager’s manager—care about? This is especially critical when full buy-in is still lacking.

Even if the team is still getting familiar with CRO, there should always be a clear takeaway from the investment (time, effort, money…) you put into your program. Reflect on it and demonstrate your role—what else can be optimized? Whether it’s in program operations, hypothesis development, communication of learnings, etc.

Only through persistent focus on generating value (learnings, ROI, culture…) will you naturally grow towards building a stronger team and experimentation program.

Conclusion

We hope Phillip’s answers provided valuable takeaways and sparked new ideas for your CRO journey. A big thanks to him for offering thoughtful, in-depth insights on each topic. Now, it’s up to you to translate these insights into action. 

With focus, the right methods, and proven frameworks, progress is within reach. And if you’re looking for a platform to scale your efforts or kickstart your journey, our team is ready to support you—connect with us today.

It’s not enough to just sell a product, it’s about truly understanding your customers, their needs, behaviors, and preferences. 

Advanced customer analytics tools offer the insights necessary to decode customer behavior, optimize journeys, and cultivate deeper loyalty. By leveraging these tools, you can enhance the way you engage with your audience and drive long-term growth.

In this blog, we’ll explore the various types of customer analytics tools, their benefits, and how to select the best ones for your business. Because understanding your customers isn’t just helpful, it’s essential for sustained success.

Why customer analytics tools are essential

Customer analytics tools offer crucial insights for analyzing customer data. Here’s why they are important:

1. Deeper customer understanding

These tools enable businesses to discover valuable insights about customer behaviors, preferences, and pain points. Analyzing data can help companies create detailed customer personas and tailor experiences that meet specific needs.

2. Data-driven decision making

Customer analytics tools transform raw data into actionable insights, empowering businesses to make informed decisions. This eliminates guesswork and ensures strategies are based on accurate, up-to-date customer information.

3. Enhanced personalization

With customer analytics, businesses can deliver hyper-personalized experiences by understanding individual preferences and predicting future needs. Personalization drives customer satisfaction and loyalty, setting your brand apart from competitors.

4. Increased retention and loyalty

Identifying potential churn and addressing it proactively is crucial for retention. Customer analytics tools help businesses track loyalty indicators and create retention strategies that keep customers engaged and coming back.

5. Optimized customer journeys

By mapping the entire customer journey, customer analytics tools highlight areas where customers face friction or drop-off. Businesses can optimize these touchpoints to create seamless, enjoyable experiences.

6. Improved ROI

With better targeting, improved customer experiences, and reduced churn, customer analytics tools directly impact the bottom line, maximizing the return on marketing and customer acquisition investments.

Types of customer analytics tools

1. Customer behavior analytics tools

These tools focus on tracking and analyzing customer actions and interactions with your website, app, or product. They provide insights into user behavior patterns, preferences, and pain points, helping businesses optimize the customer experience and improve conversion rates. 

2. Predictive analytics tools

Predictive analytics tools use historical data, machine learning, and statistical algorithms to forecast future customer behaviors, trends, and outcomes. By analyzing past customer interactions, these tools help businesses anticipate customer needs, personalize experiences, and make proactive decisions to enhance satisfaction and loyalty.

3. Sentiment analysis tools

Sentiment analysis tools process customer feedback, reviews, and social media mentions to understand customer emotions, opinions, and attitudes toward a product or brand. These tools use natural language processing (NLP) and machine learning to identify whether customer sentiments are positive, negative, or neutral, providing valuable insights for brand management and customer service strategies.

4. Customer journey analytics tools

These tools focus on mapping the entire customer journey, from awareness to post-purchase, tracking interactions across multiple touchpoints. By identifying key moments in the typical customer journey, where customers engage or drop off, businesses can optimize every phase of the experience to improve conversions, customer satisfaction, and retention.

5. Customer retention and loyalty tools

These tools are designed to help businesses track and improve customer retention, loyalty, and lifetime value. They provide insights into customer satisfaction, engagement, and potential churn, allowing businesses to create personalized campaigns, rewards, and incentives that strengthen relationships with existing customers and encourage repeat business.

Top customer analytics tools: Quick overview

• VWO
• Hotjar
• Tableau
• Google Analytics
• Brandwatch
• Sprout Social
• Woopra
• Kissmetrics
• Inmoment
• Zendesk

10 Best customer analytics tools: In-depth review

Customer behavior analytics tools

1. VWO

VWO is a leading end-to-end conversion rate optimization platform that allows you to analyze user behavior, conduct A/B testing, and personalize customer journeys. It enables businesses to make data-driven decisions, boosting engagement and conversions.

Best features 

Heatmaps

You can visualize customer behavior on your website using color-coded heatmaps, which track user interactions and highlight where visitors focus their attention. This helps identify areas of strong engagement and those that may need improvement. Dynamic heatmaps capture interactions with live elements. Clickmaps highlight where visitors click. Scrollmaps reveal how far users scroll on a page. Click area heatmaps compare clicks across different sections, and element lists provide detailed click data for specific elements, including hidden ones.

Session recordings

Session recordings provide a detailed look into user behavior, showing how visitors navigate your website. It tracks user interactions, highlighting frustration points like rage clicks and dead clicks. Its customizable filters option allows segmentation by funnel stages, or specific pages, providing targeted insights. 

Form analytics

You can gain insights into how users interact with your forms by tracking where they drop off and how long they spend on each field. It reveals customer struggles with form completion, highlighting areas that cause friction and allowing you to optimize for a smoother user experience.

Open-ended surveys

You can capture deeper insights by allowing users to provide detailed feedback in their own words. These surveys go beyond simple ratings, helping you understand what customers liked or disliked about their experience. Its AI-powered summaries condense key insights from responses, eliminating the need for manual analysis and providing actionable data in real-time.

How Insights Dashboard provides a complete view of user insights

It offers a centralized dashboard that helps businesses analyze customer behavior across various touchpoints, providing actionable insights to enhance user experience. 

It scores webpage experiences from 0 to 100, helping businesses quickly identify underperforming web pages and areas of improvement.

See the features in action. Start with a free trial today!

Pro Tip!

Gain full control over how you want data to be collected, as VWO offers both dynamic and flexible sampling methods. Flexible sampling enables you to adjust the amount of traffic tracked, helping you optimize your data usage. On the other hand, dynamic sampling captures every visitor interaction during high-traffic periods, ensuring you don’t miss any crucial insights.

Pricing
VWO Insights starts at $139/month, billed annually 

Free trial 

30-day free trial

A notable success story: Micro Focus drives conversion with VWO Insights 

Micro Focus, a FTSE 250 software group with nearly five decades of experience, specializes in digital transformation. The company has been using VWO for optimization efforts since 2016, focusing on improving conversion rates across their main website and sub-domains. 

Challenge

The team faced several challenges in optimizing their website:

• Low form completions 
• The Free Trial CTA was not visible, impacting conversions
• The Marketplace sub-domain had low traffic on product pages, resulting in missed revenue opportunities.

Solution

By using VWO Insights, the team could visualize where users were dropping off, which elements were being ignored, and where improvements could be made. The ability to measure and track user behavior allowed them to fine-tune their website’s design and functionality, leading to significant improvements in conversion rates. The team then ran a series of tests to address these challenges.

Results

• Test 1: A 5.89% improvement in form completions was observed after adding asterisks to mandatory fields.
• Test 2: Moving the CTA above the fold led to a 12.37% increase in form completions.
• Test 3: The addition of product links on the Marketplace resulted in a 124.13% increase in traffic to product pages.

With heatmaps, scrollmaps, and session recordings, the team was able to identify friction points and areas of improvement. This highlights the importance of understanding user behavior to optimize key website elements and drive business growth.

How Healthpost transformed their eCommerce experience with VWO 

Watch Roshan Vinod, UX Designer at Healthpost, as he shares how VWO contributed to their eCommerce success. Check out the full video testimonial below:

2. Hotjar

Hotjar is a powerful customer behavior analytics tool that helps businesses understand how users interact with their websites. By combining key features like heatmaps, session recordings, and surveys, it offers deep insights into user actions, preferences, and pain points. 

Hotjar’s surveys offer pre-designed templates that make it easy to gather valuable customer insights. These surveys help you understand user motivations, identify pain points, and collect actionable feedback. Additionally, the feedback widget allows you to capture real-time user sentiment directly from your audience.

Best features

• Heatmaps
• Session recordings
• Surveys
• Feedback widget
• Funnels
• Form analysis
• Cohort analysis
• User interviews

Pricing

Hotjar offers plans tailored to businesses of all sizes: 

• Observe plan: Starting at $32/month
• Ask plan: Starting at $48/month
• Engage plan: Starting at $72/month

Free trial

15-day free trial 

Predictive analytics tools

3. Tableau 

Tableau is a powerful analytics and visualization tool designed to provide real-time, data-driven insights into customer behavior and preferences. It helps businesses enhance customer interactions, achieve micro-segmentation, and make informed decisions. With its robust features, Tableau is a go-to solution for organizations seeking to understand and anticipate evolving customer needs.

Its AI-powered predictive analytics feature uses advanced algorithms to anticipate customer needs and forecast future trends, empowering businesses with better targeting and more informed decision-making.

Best features 

• Real-time analytics
• Micro-segmentation
• Visualization at every touchpoint
• Correlation analysis
• Distribution analysis
• Volatility analysis

Pricing

Tableau’s pricing starts at $15/user per month

Free trial 

14-day free trial 

4. Google Analytics

Google Analytics is a widely used analytics tool. It helps businesses track and analyze website traffic, user behavior, and engagement metrics. By providing both quantitative and qualitative data, Google Analytics helps businesses understand how customers interact with their websites and optimize their marketing strategies accordingly. 

Its robust features, like segmentation and custom dashboards, help businesses tailor their analysis to specific audience groups and objectives. 

Best features 

• Real-time reporting
• Audience reports
• Behavior flow analysis
• Conversion tracking
• Funnel analysis
• E-commerce tracking
• Segmentation
• Site search analysis
• Campaign tracking

Pricing

Google Analytics 360, starts at $50,000 per year.

Free trial 

Google Analytics follows a freemium pricing model.

Sentiment analysis tools

5. Brandwatch 

Brandwatch leverages social listening to provide businesses with valuable insights into customer opinions, brand health, and market trends. It uses AI to analyze online conversations across social media platforms, news websites, blogs, and forums, offering a comprehensive view of public sentiment. Brandwatch enables brands to track customer experiences, identify emerging trends, and gain a deeper understanding of their audience’s needs.

Its sentiment analysis feature helps measure brand perception by assessing emotional tones in customer mentions, and the audience insights feature provides detailed data on demographics and interests, enabling businesses to tailor their strategies effectively. 

Best features 

• Social listening 
• Brand health tracking
• Advanced reporting
• Influencer tracking
• Crisis management
• Advanced filtering
• Keyword tracking

Pricing

Brandwatch offers custom pricing based on the specific needs of each business

Free trial 

14-day free trial

6. Sprout Social

Sprout Social helps businesses manage their social media presence while gaining valuable insights into customer behavior. It combines social media management with robust analytics to track engagement, sentiment, and trends, enabling brands to deliver exceptional customer experiences and foster loyalty.

Its social analytics feature provides in-depth insights into audience engagement, content performance, and overall social media ROI. Additionally, Sprout Social offers paid social ads and analytics, enabling businesses to evaluate and report on the success of paid social campaigns across platforms like Facebook, Instagram, LinkedIn, and Twitter. 

Best features 

• Social listening
• Audience demographics 
• Competitor analysis
• Sentiment analysis
• Audience engagement metrics
• Trend analysis
• AI-driven insights
• Custom reporting
• Influencer marketing
• Hashtag performance tracking

Pricing

Plans start at $199/month

Free trial 

30-day free trial 

Customer journey analytics tools

7. Woopra

Woopra provides real-time insights into user behavior across multiple touchpoints. By offering comprehensive tools for tracking, segmentation, and reporting, Woopra helps businesses optimize their customer experiences and improve retention rates.

Its real-time customer journey analytics allows businesses to visualize and optimize the entire customer experience. Additionally, its retention reports monitor user engagement trends and measure the effectiveness of retention strategies over time.

Best features

• Customer journey mapping 
• Behavioral Segmentation
• Funnel analysis
• Dynamic segmentation
• Retention reports
• Custom reports
• Cohort analysis
• Churn prediction

Pricing
Paid plans start at $49/month 

Free trial 

14-day free trial

8. Kissmetrics

Kissmetrics helps businesses understand customer actions, track conversions, and improve retention. By focusing on the customer journey and lifetime value, Kissmetrics empowers companies to make data-driven decisions and optimize their marketing efforts.

It integrates with testing tools to track and analyze the impact of experiments on customer behavior. Additionally, it can also measure the long-term value (LTV)  of customers to refine acquisition and retention strategies.

Best features 

• Funnel analysis
• Event tracking
• Customer segmentation
• Revenue reporting
• Behavior-based insights
• Cohort analysis
• Campaign tracking
• E-commerce analytics

Pricing
Paid plans start at $299/month 

Free trial

14-day free trial

Customer retention and loyalty tools

9. InMoment 

InMoment is a customer experience management (CXM) platform that helps businesses collect, analyze, and act on customer feedback in real time. It centralizes customer feedback from various sources, enabling businesses to understand their customers’ needs and concerns. 

Additionally, its reputation management feature allows you to respond swiftly to customer concerns, maintain a positive brand image, and make data-driven decisions that boost customer satisfaction and loyalty. 

Best features

• Text analytics
• Conversational analytics
• Predictive analytics
• Brand monitoring
• Sentiment analysis
• Customer feedback analysis
• Customer journey mapping

Pricing
Offers customized pricing based on business requirements

Free trial

30-day free trial

10. Zendesk 

Zendesk offers a suite of tools for managing customer inquiries, tickets, and support tickets across multiple channels, including email, chat, and social media. 

Its real-time and historical data feature allows businesses to access up-to-the-minute information and analyze past trends, facilitating timely decision-making. Additionally, Zendesk provides pre-built dashboards for every channel, enabling businesses to monitor performance across different platforms effectively.

Best features 

• Omnichannel analytics
• Customizable dashboards
• Customer satisfaction metrics
• Engagement metrics
• Trend analysis
• Advanced reporting tools
• Data visualization

Pricing

Pricing starts at $19/month per agent for the basic plan

Free trial 

14-day free trial 

Additional customer analytics tools to consider

1. Crazy Egg
2. Lucky Orange
3. Qualtrics
4. Customer.io
5. Mixpanel

How to select the best customer experience analytics tools

With several options available, it’s important to carefully evaluate tools based on the following factors to ensure you select the one that aligns with your goals:

1. Customer analytics category

Every tool specializes in different aspects of customer analytics, such as UX analytics, behavioral tracking, customer journey analysis, or real-time insights. Understanding the specific category that aligns with your business objectives is essential for selecting the right tool. It ensures that you gather the right type of data to drive actionable insights.

2. Ease of use and integration

The tool should integrate smoothly with your existing systems, such as your CRM, marketing platform, or website. A user-friendly interface is also critical, especially for teams that may lack technical expertise. The simpler the tool is to implement and use, the faster you can start leveraging insights to improve the customer experience.

3. Data security and privacy

When selecting an analytics tool, it’s vital to ensure that it complies with privacy regulations like GDPR, CCPA, or industry-specific security standards. Data security should be a top priority, especially if you handle sensitive customer data. 

4. Pricing and scalability

Different tools offer various pricing models, so it’s important to choose one that fits your budget and can scale with your business growth. Look for flexible pricing plans that allow you to start small and expand as your customer base and needs grow. This ensures that the tool remains affordable as you continue to use it more extensively over time.

5. Advanced features and customization

Many customer experience analytics tools offer advanced features such as predictive analytics, AI-driven insights, real-time reporting, and customization options. Evaluating the level of sophistication and flexibility that the tool provides will help ensure it can meet your specific requirements and adapt as your business evolves.

6. Customer support and resources

Excellent customer support is vital for troubleshooting issues and maximizing the value of the tool. Look for analytics platforms that offer robust resources, such as tutorials, documentation, and a responsive support team. This ensures that you have the guidance needed to fully leverage the tool and optimize your customer experience strategy.

Comparing the best customer analytics tools

Below is a table showcasing the top 5 customer analytics tools, each offering unique features that cater to different aspects of customer data analysis. 

Wrapping Up

Your customers are speaking through their clicks, purchases, and feedback. It’s time to listen, analyze, and act. With the right customer analytics tools, you’re equipped to turn insights into impact and create a future where your customers feel seen, heard, and valued.

Customer analytics tools help businesses understand their customers, refine strategies based on those insights, and create meaningful connections.

By leveraging the insights these tools provide, you can craft personalized experiences, improve customer retention, and drive sustainable growth.

Frequently asked questions (FAQs)

ROI is even more important today. Interest rates keep rising, meaning there’s no more cheap money. Growth at all costs is forgotten, and leadership is more careful with the budget as they search for cheaper solutions in marketing and other areas. Here’s where basing your testing on ROI can get you support. Using ROI also lets you: 

• Measure the profitability of investments
• Show concrete data to support decisions
• Demonstrate (especially to those new to experimentation) that testing can have a positive impact on the bottom line

Once you convince stakeholders that there is money behind experimentation, you can focus on expanding and nurturing the culture.

How to estimate potential ROI from experimentation

Creating an ROI benchmark model like the Where and How Should I Test to Make the Most Money Blueprint above is one of the first steps to understanding how much to invest in an experimentation program and communicating revenue goals to your leadership. From this table, you’ll be able to tie “potential revenue” to each A/B test idea, and you can use this as a mechanism to prioritize tests.

This is a custom model based on your traffic and conversion numbers. It will take your AOV into account and show you the impact you will have after the test. If this impact (minimum detectable effect, MDE) is reached, how would it affect the revenue? 

A SaaS version of this should use a “Pipeline Value Calculation” financial model as seen here

If you want to understand the potential impact of a single A/B test that you are about to run, the easiest way is to use an A/B test calculator. In order to be able to do it, follow the below steps:

1. Gather the necessary data

• Traffic: Identify the amount of traffic (visitors) going to the webpage or app where the test will run. Remember to look at that specific audience (device, source, etc if it is a targeted test).
• Conversion rate (CR): Note the current conversion rate (the percentage of visitors who complete the desired action).
• Average order value (AOV): Calculate the average amount a customer spends per transaction on your site.
• Minimum detectable effect (MDE): Estimate the smallest change in the conversion rate that would make a test result meaningful.

2. Use an A/B test calculator

Once you have the required data, enter it into an A/B test calculator. The calculator will estimate:

• Sample size: The number of visitors you need to observe during the test to obtain statistically significant results.
• Test duration: How long a test has to run to gather enough data for reliable conclusions.
• Confidence level: Most calculators use a default of 95%, meaning there’s a 95% chance the results are not due to random variations.

3. Calculate the potential ROI

To determine the ROI from your A/B test, use the following formula: 

Revenue Impact = AOV x Additional Conversions. 

Here, Additional Conversions refers to the increase in conversions resulting from the test. This is typically derived from your calculated MDE: Additional Conversions = Current Conversions x (New Conversion Rate – Old Conversion Rate / 100).

This way you can determine the potential ROI from that specific A/B test. Combining the specific A/B test analysis with the ROI Benchmark table, you might end up changing your strategy and focusing on other swimlanes: for example one closer to the conversion point.

Where to showcase ROI – A/B test scorecards

Creating individual testing scorecards with ROI estimates is a powerful way to communicate the impact of your A/B tests and experiments to key stakeholders, especially leadership teams. 

These scorecards also help standardize how you present data, making it easier and faster for decision-makers to understand the outcomes and value of your tests.

In the picture, you can see Speero’s test scorecard, which we use for all of our clients. We’ve even automated their creation and sharing via Airtable+Zapier+Slack so our clients get them automatically in their Slack channel when the test results have been analyzed. What you’ll include in your card will be different, based on your business needs. Ours include:

1. Primary metric
2. Problem/Opportunity based on research
3. Test hypothesis
4. Outcome/Takeaway which can be win, loss, flat, or error.
5. Estimated monetary contribution if the MDE is hit
6. ‘Discovered revenue’ based on effect. This is the measured effect (win or save)
7. Wireframes of the control and the variant (done in Figma).
8. A/B test discovered revenue: XX

Including ROI estimates in your scorecards translates your testing outcomes into a language that everyone in the company understands—revenue. Upper management often cares most about the bottom line, and ROI-based scorecards allow you to demonstrate how your tests contribute to financial goals. This strengthens the case for future experimentation and justifies your testing budget.

These scorecards can also serve as a summary tool for quarterly reports, where you review multiple tests together to show cumulative impact. Which brings us to the next chapter:

(ROI) Quarterly business reviews

QBRs let you review the last three months of performance and the next three months of strategy with the client, as well as assess program gaps, opportunities, upcoming goals, and more. You can not only showcase ROI in quarterly business reviews, but also highlight key metrics and trends, and track performance to particular business goals.

For the presentation, you should schedule a 45-60 minute meeting with relevant stakeholders. Make this a priority for a successful QBR presentation, since you’ll likely invite a bigger group from the client side to attend (including senior and C-level), which means it gets really challenging to synchronize on availability.

Try to deliver the information within the deck in less than 30 minutes to keep the attendees more engaged, and ask them to write the questions down for the season’s end to maintain the flow.

There’s a big list of possible topics you can include in your QBR:

• ROI for tests
• Quarter goals and if they were achieved
• Upcoming quarter objectives
• Avg. test throughput time
• Test and research scorecards (in the appendix)
• For a bigger program theme analysis in terms of wins & losses
• Discuss and plan the strategy for the next quarter
• Program statistics

The Program statistics slide(s) is a key element to elaborate the QBR storytelling. This gives you an overview of what was achieved in terms of testing and program velocity and will directly affect how the rest of the information is presented.

Additionally, you could add the summary of experiments (Key Customer Learnings) to the deck, as well as link all scorecards to the appendix. Some more great tips:

• Use visuals to make data more engaging.
• Use Airtable to track and showcase ROI over time
• Update data regularly

Why should I believe you?

The main issue with showcasing ROI is that it’s not precise but an estimate. The most accurate numbers are when you just look at the test run time and the extra revenue generated during that time. This is one field in our Airtable repository for example as discovered revenue and it can be either positive or negative. It is effective as a negative number especially when the test idea has been politically driven or a change that was going to be implemented.

You could also estimate and project ROI over a course of time, but to create those models you need buy-in and intimate work with your finance team to increase trust. The most typical model we use and have seen the clients’ companies agreeing to is projecting revenue over the next 12 months with a decay of 20% (to get a more accurate decay for your business, you can ask for data from your A/B testing tool) that kicks in after month 3. 

Here is an example of an ROI model that was based on results for a Beauty E-commerce brand, it follows the above formula and includes all discovered revenue either positive or negative.

To combat client skepticism about ROI, you need a structured approach that shows the value of experimentation. Here’s how:

Show the potential impact of not implementing CRO

Start by illustrating the consequences of zero optimization. Many companies fail to recognize the revenue they could be losing without CRO. By explaining that missed opportunities mean potential revenue left “on the table,” you create FOMO, and an even bigger problem is implementing changes that can hurt the website conversion rates.

Use data storytelling to highlight ROI

You can often present great numbers that don’t resonate with your leadership team. Instead, use data storytelling to connect with them on an emotional and logical level. Share past examples, real-life scenarios, or hypothetical projections to show how similar businesses achieved success with CRO. 

Include elements like before-and-after metrics, revenue increases, and real-life improvements that speak directly to your leadership and their business goals. This narrative helps translate complex data into stories that support ROI with relatable outcomes​.

Leverage holdback groups to prove test impact

Some companies use holdback groups to prove or disprove test impact over time. This requires a lot of traffic though and in many cases, it hasn’t shown enough benefits, and companies revert back to using that traffic for new changes and testing. 

Regularly update and share ROI metrics

Skepticism can stem from a lack of visibility into the ongoing performance of experiments. Address this by regularly updating your management team with ROI metrics. Quarterly Business Reviews (QBRs) and automatic distribution of test reports on chat, which your company uses, are great tools for this (We use Airtable + Zapier + Slack). 

During these updates, present the estimated ROI, test duration, conversions, and other KPIs. Over time, clients gain a deeper understanding of how each experiment ties back to revenue and business goals. Establishing a consistent cadence for these reports also reinforces the value of CRO as a long-term strategy, rather than a one-time activity​.

Align with client goals using Goal tree mapping

In addition to regular updates, consider aligning your experimentation metrics with client goals through a Goal Tree Mapping workshop. By mapping out how individual metrics (such as add-to-cart rates or lead captures) link to the client’s high-level goals, you emphasize how CRO directly contributes to the client’s overall vision. Goal Tree Mapping transforms ROI metrics from abstract numbers into clear contributors toward achieving strategic objectives, making it easier for clients to see the direct value of experimentation​.

Establish long-term value and experimentation culture

Encourage clients to see CRO as part of a larger culture of experimentation within their organization. A long-term approach promotes continuous improvement and positions CRO as an essential business strategy rather than a series of isolated tests. By fostering this mindset, clients begin to recognize the compound benefits of consistent testing and optimization over time, making it easier to justify investment in CRO for ongoing growth​.

Why ROI matters

Showing ROI in experimentation isn’t just about numbers; it’s about making results relatable and actionable for everyone involved. When you focus on ROI-driven experimentation, you clarify the financial impact of each test, proving to your stakeholders that your efforts directly support the bottom line. 

This lets you turn experimentation from isolated tests into a core business practice, fostering a culture where experimentation is understood and appreciated across the board. By regularly tracking and sharing ROI metrics, you build transparency and trust, showing clients and stakeholders that experimentation is a strategic investment. 

Aligning testing outcomes with high-level goals through tools like Goal Tree Mapping helps you transform data into visible contributions to organizational success. In the end, showcasing ROI means your clients recognize that every experiment—big or small—contributes to measurable growth and long-term competitive advantage.

Are your ads driving conversions? Which products are your top performers? Why are some visitors leaving without purchasing? Without the right insights, scaling your business can feel like an uphill battle.

This is where eCommerce analytics tools shine!

These tools transform raw data into actionable insights, helping you understand customer behavior, optimize marketing strategies, and identify growth opportunities. 

By centralizing your data, they take the guesswork out of decision-making, so you can focus on what matters most: boosting conversions and growing your business.

In this article, we’ll dive into the best eCommerce analytics tools and how they can help you take your business to the next level. Let’s get started!

Grow your eCommerce business with the right analytics tools

Guesswork no longer has a place in the fast-moving world of eCommerce. Adopting data-driven strategies is crucial, with the eCommerce analytics market projected to grow from $21.84 billion in 2024 to $64.58 billion by 2032.

Choosing the right analytics tools allows businesses to uncover actionable insights, optimize operations, and position their brand for long-term success.

Take Bear Mattress, a New Jersey-based brand, as an example. They partnered with VWO to optimize their cross-sell strategy on mobile product pages. By analyzing user behavior with VWO Insights, they discovered low engagement with cross-selling items due to unappealing design and product-centric copy. 

After redesigning the section with customer-focused messaging, better visuals, and conditional product recommendations, they achieved a 24.18% increase in purchases and a 16.21% revenue boost.

This success highlights how leveraging analytics tools can uncover friction points, improve user experience, and drive meaningful results for eCommerce businesses.

How can eCommerce analytics tools help your business?

The right ecommerce analytics tool helps you better understand your customers, streamline operations, and support growth. These tools deliver actionable insights that simplify decision-making and enhance overall business performance. Here’s what they can do for you:

• Track customer behavior: Analyze site navigation, clicks, and drop-offs to optimize the user experience.
• Identify conversion barriers: Address issues like abandoned carts and slow pages to boost conversions.
• Evaluate marketing success: Measure campaign performance in real-time to align budgets on what works.
• Improve inventory management: Use data to stock best-sellers, reduce overstock, and balance inventory.
• Deliver personalized experiences: Customize recommendations and discounts to enhance customer satisfaction.
• Boost customer retention: Create loyalty programs and offers based on repeat customer data.
• Improve strategic decision-making: Leverage insights to refine strategies, predict trends, and stay competitive.

List of top eCommerce analytics tools – Quick glimpse

• VWO Insights
• Google Analytics
• Kissmetrics
• Matomo
• Woopra
• Supermetrics
• Glew.io
• Metrilo
• Geckoboard

Best eCommerce analytics tools for every budget 

1. VWO Insights

VWO Insights goes beyond traditional eCommerce analytics by offering advanced user behavior analytics to help businesses optimize their websites and mobile apps. Its robust features, including surveys, behavior analytics, and form optimization, provide a comprehensive approach to identifying conversion barriers and enhancing usability.

By pairing quantitative data with qualitative insights—such as customer feedback and session recordings—VWO Insights delivers a well-rounded view of customer behavior. This integrated approach uncovers the “what” and the “why” behind user actions, enabling businesses to improve experiences and boost conversions effectively.

Top features: 

Heatmaps

Visualize user interactions like clicks, taps, and scrolls to understand engagement on your website or app. Live heatmaps let you analyze interactions with dynamic elements like modals or popups. Access, download, or share heatmaps with auto-attached observations for seamless collaboration and feedback.

Pro Tip!

Use VWO Copilot to automate heatmap and session recording analysis, uncover actionable insights on user behavior, and apply recommended optimizations to boost visitor engagement.

Session Recordings

Gain insights into user struggles on your website or app with session recordings. Filter and analyze specific sessions to identify friction points like rage clicks or drop-offs, helping you optimize the user experience and resolve issues effectively.

Surveys

On-page surveys reveal the “why” behind user behavior by collecting feedback directly from website visitors. Real-time targeted pop-up surveys can be customized for specific pages or user segments, uncovering motivations and hesitations. AI-generated questions, multilingual support, contextual triggers, and dynamic logic ensure actionable insights with precision.

Form Analytics

Optimize lead forms with detailed analytics that track skipped, refilled, or abandoned fields and time spent on each field. Conversion funnels and time-based metrics monitor form trends, helping businesses address drop-offs and improve completion rates.

Funnels

Track user journeys step-by-step, analyzing interactions like clicks and form submissions to identify drop-offs. Insights from heatmaps and session recordings highlight friction points, enabling businesses to streamline paths to conversion.

Segments

Analyze user behavior with advanced segmentation based on device, browser, traffic source, or interactions like drop-offs and rage clicks. Businesses can extract precise insights and drive targeted optimizations with customizable and reusable segments.

Dashboard overview:

The Insights Dashboard for websites centralizes visitor behavior data and assigns an experience score to highlight areas for improvement. It offers quick access to session recordings, heatmaps, and form and survey analytics summaries, simplifying the process of analyzing and optimizing the user experience.

Pro Tip!

Use the Experience Score in the Insights dashboard to track user behavior on a 0-100 scale and make informed decisions on layouts, placements, and features.

Additional features: AI-powered Heatmap Generator and Surveys, Behavior Analytics, Customer Data Platform, Code Editor, Enhanced SmartStats, Advanced Targeting

Pricing:

• Free trial: 30 days inclusive of all features.
• Free: Up to 5k MTUs
• Paid: Starts from $199/month, billed annually.

2. Google Analytics

Google Analytics (GA) is the most popular analytics tool for website owners to analyze traffic and understand visitor interactions. While it tracks key website metrics like pageviews and session duration, it doesn’t automatically track eCommerce data such as product performance, revenue, or conversion rates.

To unlock these insights, you must enable eCommerce tracking by setting up eCommerce events that log customer activities, such as adding items to the cart or completing a purchase, providing insights into customer preferences, marketing effectiveness, and opportunities to boost sales and engagement.

Dashboard overview:

Google Analytics Dashboards provide an at-a-glance overview of essential metrics and reports, allowing you to track performance and uncover insights effortlessly. With customizable display options like numeric metrics, tables, and charts, dashboards are easy to create, share, and export for streamlined collaboration and analysis.

Features: Built-in Automation, Predictive Analytics, Real-Time Reporting, Funnel Analysis, Integrations, User Exploration using Segmentation, Monetization Reports

Pricing:

• Google Analytics is free for all.

3. Kissmetrics

Kissmetrics is a web analytics tool designed to help store owners track and analyze customer behavior at every stage of the journey. Unlike tools focusing solely on site visits, Kissmetrics zeroes in on the users who actively engage with your product pages, providing deeper insights into meaningful customer actions.

Kissmetrics helps identify top-performing campaigns, analyze drop-offs, and uncover traits of successful customers while providing insights into sales, revenue, lifetime value, conversion rates, and cart-to-purchase performance.

Dashboard overview:

The Kissmetrics dashboard offers a clear, person-centric view of your customer journey, tracking behaviors and delivering powerful insights. It provides a range of detailed reports, including Funnel, Activity, Cohort, Revenue, and A/B Testing, to help you make data-driven decisions.

Features: Funnel Analysis, Customer Behavior Tracking, AI Insights, Advanced BI Reporting

Pricing:

• No free trial is available.
• A demo can be requested.
• Paid: Starts from $299/month, billed annually.

4. Matomo

Matomo, formerly Piwik, is an open-source web analytics tool offering cloud and on-premise hosting options. Its eCommerce tracking goes beyond revenue metrics, providing detailed insights into customer behavior, website actions, and traffic sources that lead to sales.

Matomo seamlessly integrates with platforms like WooCommerce and Shopify, allowing businesses to optimize their websites, catch issues, and attribute sales value to every visitor for smarter, profit-driven decisions.

Dashboard overview:

Matomo dashboards provide a customizable, all-in-one view of your analytics, allowing you to tailor insights to your specific goals and user needs. Whether you need a high-level business strategy overview or detailed metrics for a marketing campaign, the dashboards are designed to adapt. 

It also supports tracking unlimited websites, domains, and subdomains, making it a powerful tool for comprehensive analytics management.

Features: Heatmaps, Session Recording, User Segmentation, Event & Content Tracking, Cohorts, Behavior Analytics, Funnels, Search Engine Keyword Performance

Pricing:

• Free trial: 21 days available to try features.
• Free: For on-premise solutions.
• Paid: Starts from $26/month for cloud-based services.

5. Woopra

Woopra is an all-in-one customer journey analytics platform that helps eCommerce businesses optimize customer experiences. With its proprietary tracking system, Woopra offers a unified, real-time view of customer interactions, enabling companies to map complete user journeys and analyze key metrics like retention and engagement.

It enables the creation of individual customer profiles that capture detailed behavioral data, allowing for personalized insights and tailored strategies to drive growth and improve conversions.

Dashboard overview:

Woopra’s dashboard offers a range of reports to analyze user behavior and performance. It includes Customer Journey Reports for tracking visitor interactions at each stage, Metric Trend Reports to visualize key trends over time, Cohort Reports to monitor growth within specific user groups, and Retention Reports to assess long-term visitor engagement.

The dashboard equips businesses with insights required to enhance engagement and optimize strategies.

Features: One-click Integrations, Behavioral Segmentation, Automation, Real-time Customer Tracking, Custom Metrics, Dynamic Journeys, User Journey Tracking, Data Retention

Pricing:

• Free trial: 14 days for all paid plans.
• Free: Core plan for 10k actions/month.
• Paid: Starts from $49/month.

6. Supermetrics

Supermetrics is a leading Marketing Intelligence Platform that connects data from multiple sources into one place, enabling seamless management, analysis, and activation. Its no-code tools for customizing and enriching data and integration with platforms like Looker Studio, Power BI, and Google Sheets simplify reporting and visualization.

Supermetrics enables businesses to optimize campaigns, personalize customer experiences, and drive growth with data-driven strategies while helping analyze historical data, forecast demand, and optimize stock for peak season success.

Dashboard overview:

Supermetrics offers multiple eCommerce dashboard templates that simplify tracking key metrics for online stores. By integrating web analytics, paid media, and Shopify, these dashboards provide insights into conversions, revenue, sales performance, and ad efficiency.

They help answer essential questions, such as which channels drive the most conversions, which products generate the highest revenue, and how paid media costs and conversion rates evolve, empowering data-driven decisions.

Features: Data Integration, Custom Data Import, Pre-built Data Sources, Data Management, Reporting & Visualization, Audience Segmentation, Insights

Pricing:

• Free Trial: 14 days for any Supermetrics connector or destination.
• Paid: Starts from $29/month.

7. Glew.io

Glew offers a powerful eCommerce analytics solution for eCommerce professionals. It provides deep insights into customer behavior, segment performance, and product metrics. With real-time reporting, eCommerce metrics, and customer cohort analysis, Glew enables data-driven decisions to boost profitability.

Integrating seamlessly with Google Analytics, Shopify, and over 170 applications, Glew helps optimize ad spend, manage inventory, and personalize the shopping experience to enhance your eCommerce strategy.

Dashboard overview:

Glew’s multichannel dashboards unify your data from eCommerce platforms, advertising channels, web analytics, and more, providing a holistic view of your business. With hundreds of pre-built dashboards, you can instantly track KPIs for marketing, products, customers, inventory, and subscriptions.

The user-friendly and customizable dashboards offer tools for customer segmentation, product recommendations, and profitability analysis. Specialized features for subscription businesses help track recurring revenue and reduce churn, enabling smarter decisions to drive growth and retention.

Features: Deep Integrations, Data Pipeline, Data Warehouse, Data Cloud, No-code Platform, Data-driven Insights, Commerce Intelligence, Automated Daily Snapshot, Custom Reports

Pricing:

• Free trial: For the Glew Pro plan.
• Paid: Prices are not available on the website.

8. Metrilo

Metrilo helps digitally native brands compete with legacy players through advanced eCommerce analytics. It automatically reports on marketing performance, engagement metrics, and sales attribution, making tracking channels, referrals, and influencers easy while optimizing spending.

With pre-set funnels mapping the customer journey, Metrilo highlights friction points, enabling quick improvements to boost conversions and enhance the shopping experience. Simple yet powerful, it equips brands to grow profitably and stay ahead.

Dashboard overview:

Metrilo’s intuitive dashboard provides a comprehensive, real-time view of your online store’s performance, allowing you to track the most important metrics and make data-driven decisions to drive growth and profitability. Key metrics include:

• New customers: See how many first-time buyers you’ve acquired.
• Top-selling products: Identify your best-performing items to optimize inventory.
• Real-time revenue: Gain precise revenue attribution beyond Google Analytics.
• Successful orders: Monitor completed orders with processed payments.
• Conversion rates by device: Analyze customer preferences across devices.
• Customer lifetime value: Measure the average revenue generated by your customers.

Features: Filtering & Segmentation, Automated Emails, Growth Assistant, Product Management Reports, Conversion Funnels, Revenue Breakdowns, Cohort Comparisons, Marketing Performance Reporting

Pricing:

• Free trial: 14 days for all features.
• Paid: Starts from $165/month, billed annually.

9. Geckoboard

Geckoboard enables businesses to track eCommerce KPIs in real-time, helping teams monitor performance and respond quickly to issues like unfulfilled orders or fluctuating ad spend. With its user-friendly interface, you can build custom shareable dashboards in minutes by integrating data from Shopify, Google Ads, Klaviyo, and Google Analytics.

Geckoboard supports multiple Shopify stores and syncs with Slack for team updates, making it the simplest way to stay on top of your eCommerce performance.

Dashboard overview:

Geckoboard’s eCommerce dashboard consolidates key metrics from platforms like Shopify and Facebook Ads into a single, real-time view, saving time and enabling quick responses to changes. It offers multiple dashboards, including KPI, Shopify, eCommerce marketing, inventory, and warehouse dashboards.

With clear visualizations, an intuitive layout, and near real-time updates, it provides the most critical insights at a glance, keeping your data accessible and actionable.

Features: Dashboard Creator, Integrations, Shareable Dashboards, KPI Notifications, Snapshorts and reports

Pricing:

• Free trial: Available for all features.
• Paid: Starts from $44/month, billed annually.

eCommerce analytics tools – Summary

Expand your eCommerce toolkit with these analytics tools

Below are a few more tools that offer extra support to refine your eCommerce strategy and decision-making.:

• Hotjar
• Optimizely
• Crazy Egg
• Experro
• Mixpanel

Top parameters to consider before you choose your next eCommerce analytics tool

When selecting an eCommerce analytics tool, evaluating features that align with your business needs is essential. Here’s a breakdown of must-have and nice-to-have parameters to help you make an informed decision.

Conclusion

eCommerce analytics tools are invaluable for addressing business challenges, from enhancing customer experiences to optimizing marketing efforts. The tools listed in this blog cater to various needs and budgets, helping you track metrics, segment audiences, and boost conversions. Use the insights from these tools to create a data-driven growth plan, set clear goals, and continuously evaluate your progress.

Don’t forget – success comes from consistent testing and optimization. Building an experimentation culture within your team will help you adapt and thrive.

For a powerful, all-in-one solution, consider VWO Insights. Start your free trial today and transform your eCommerce strategy with data-driven decisions.

FAQs

Whether you’re in e-commerce, finance, gaming, or food delivery, the struggle to keep users coming back is universal. 

One weapon that consistently helps product teams solve this puzzle is cohort analysis. It’s like having a magnifying glass for user behavior—you can zoom in on specific groups and see how they interact with your app over time.

In this article, we’ll explain cohort analysis, why it matters, and how to use it to improve user retention. 

What is cohort analysis?

Cohort analysis focuses on grouping users based on shared characteristics or actions and analyzing their behavior over time. This means understanding how different user groups engage with your mobile app.

There are two main types of cohorts you’ll work with:

Acquisition cohort analysis

The acquisition cohort report is about grouping your app users based on their first joining.

Think of it like sorting them by their “welcome date.” For example, you could group everyone who installed your app in January into one cohort, February users into another, and so on.

This helps you track how each group behaves over time. Are the January users still active after a week? What about a month or a year?

For instance, let’s say users from a February marketing campaign stick around longer than those who joined organically. That’s a big clue to investing more in campaigns like the one in February!

Behavioral cohort analysis

Behavioral cohort analysis, on the other hand, is about grouping users based on what they do in your app. It’s like saying, “Show me all the users who finished onboarding,” or “Group everyone who made their first purchase.”

This kind of analysis helps you see how specific actions affect user engagement and retention.

For example, a gaming app creates cohort data based on the level users reach in their first session. This helps the app understand how long users stay engaged before dropping off and what it could tweak to keep them playing.

Consider another example below; here, you need to study the purchase behavior of different customers who created accounts at different times of the year.

Why is cohort analysis important to improve retention?

You are launching a new feature, and your overall retention rate drops. 

Without cohort analysis, you’re left guessing: 

Did the feature cause the drop? 

Was it a specific user segment? 

Cohort analysis clarifies those questions.

Here’s why it matters:

• Personalized retention strategies: Different user groups behave differently. Cohort analysis lets you craft strategies tailored to their needs.
• Identifying churn triggers: You can pinpoint users who are at risk of churning. This information can be used to target re-engagement campaigns and incentivize users to return to the app.
• Measuring impact: Whether it’s a new feature, campaign, or app update, you can see how it affects retention for specific groups.

How to use cohort analysis to optimize retention

1. Define your retention metrics

Before diving into cohort analysis, determine what “retention” means for your app. While retention is measured around a period, the activity of the user that makes him an “active user” could mean different things for different kinds of apps.

For e-commerce, the retention metric could be defined as users making a repeat purchase in the first 30 days after installation, while the same could be 7 days for a food delivery app.

In the case of a stock trading app, it could be logging in at least once daily.

Here is the formula for the retention rate:

Retention rate = (Users at the end of the period / Users at the start of the period) × 100.

In simple terms, this formula tells you the percentage of users who stick around.

“Users at the start of the period” means those who installed your app and were active when the clock started.

“Users at the end of the period” still engage with your app when the clock stops.

What counts as ‘active’ is up to you—it depends on how you define engagement based on your business goals.

2. Segment users into cohorts

Cohorts are the foundation of your analysis. Once you know what retention means to you, start by grouping users based on the following:

• When they signed up (e.g., acquisition date)
• Actions they performed (e.g., completing onboarding or making a purchase)

For example, in an e-commerce app, you might create a cohort of users who made their first purchase during a holiday sale. This cohort’s retention will help you compare it to other cohorts.

3. Analyze retention patterns

Once you’ve grouped users, look for patterns. Are certain cohorts sticking around longer? Are others dropping off quickly?

While managing a gaming app, a team noticed a sharp retention drop for users who reached Level 3. It turned out that Level 3 was unusually difficult, frustrating new players. 

They adjusted the level, and retention for that cohort improved by 15% within a month.

4. Form hypotheses and experiment

Cohort analysis is only as useful as the actions you take. Identify what might be causing churn or retention spikes and test changes.

For example:

• Hypothesis: Users who don’t complete onboarding within 24 hours are likelier to churn.
• Experiment: Add a progress bar to onboarding and test its impact on retention.

5. Iterate and refine

Once you’ve run your experiments, review the results. Did retention improve for the cohort you targeted? If not, dig deeper and try a new approach.

Cohort analysis examples across industries

E-commerce

In e-commerce apps, cohort analysis can reveal user behavior patterns tied to specific actions or timeframes.

For example, you can track users who made their first purchase during a holiday sale and compare their retention and repeat purchase rates with users who shopped outside the sale period.

Similarly, you might analyze cohorts based on payment methods, such as users paying via credit card versus digital wallets, to see which group is more likely to return.

If your app offers personalized recommendations, you can track cohorts of users who interacted with these recommendations versus those who didn’t, helping you optimize your suggestion engine.

Finance

Finance apps often use cohort analysis to evaluate user engagement with key features.

For instance, you can compare the retention of users who completed their KYC process versus those who haven’t, highlighting the importance of seamless onboarding.

Another use case is grouping users based on their first interaction, such as investing in a mutual fund versus opening a savings account, and then analyzing how these groups engage with other services.

If your app sends spending insights, you can analyze cohorts of users who viewed these insights regularly versus those who ignored them to determine the feature’s impact on user retention.

Food & Drink

Food delivery apps can use cohort analysis to understand operational efficiency and user satisfaction.

For example, you might group users based on their first order’s delivery time and check whether late deliveries lead to lower reorder rates.

Additionally, you can analyze users who frequently reorder from specific cuisines or restaurants, helping you prioritize partnerships.

If your app offers subscription-based discounts or meal plans, compare cohorts of subscribers versus non-subscribers to evaluate the long-term impact on revenue and loyalty.

Gaming

Gaming apps rely heavily on cohort analysis to refine gameplay and monetization strategies. For instance, you can track players based on the level they reached in their first week and see if higher initial engagement leads to better retention.

Another example is analyzing cohorts of users who participated in limited-time events or tournaments, which can help you understand how such features impact engagement, retention, and revenue.

You might also group users who made their first in-app purchase within the first month and compare their long-term engagement with non-purchasers to design effective pricing models and incentives.

Health & Fitness

Cohort analysis for health and fitness apps can uncover user motivation and behavior patterns.

For example, you can analyze users who completed their first workout within 24 hours of signing up and compare their engagement with those who delayed starting.

Another use case is grouping users based on their preferred workout type, such as yoga versus strength training, to personalize content and improve retention.

If your app offers challenges, track cohorts of users who participated versus those who didn’t to understand the impact of gamification on long-term commitment.

Best practices for cohort analysis

Here are a few tips to make cohort analysis effective:

1. Align with goals: Your cohorts should reflect the metrics that matter most to your business.
2. Avoid over-segmentation: Too many cohorts can make it hard to draw actionable insights. Keep it simple.
3. Regularly update cohorts: User behavior evolves. Continuously refresh your cohorts to stay relevant.
4. Combine with other tools: Heatmaps, session recordings, and surveys complement cohort analysis and provide deeper insights.

Tools to get you started

You don’t need to build this from scratch. Tools like Mixpanel, Amplitude, or Moengage are excellent for cohort analysis for mobile apps. 

If you’re looking for something more visual, try Tableau or Power BI.

If you need to see how specific cohorts of users experience your app, you can try conducting surveys, user interviews, or using behavioral insights tools.

Key takeaway

I’ll leave you with a story. 

Early in my career, I managed a sports app where retention was a nightmare. Many users downloaded the app, signed up, and never returned. 

It wasn’t until we started segmenting users into cohorts that the problem became clear. Through cohort data, we found out that 40% of the users who never returned were also the ones who didn’t complete onboarding in the first session and were using iOS. They were dropping off early.

When we saw the session recordings of this cohort of users, we saw that the app was not moving forward after a step, as the “Next” button was not functional during onboarding. Users rage-tapped on the button, but nothing happened, and they closed the app. Not many bothered to leave a review or contact us. (That’s where session recording tools came in handy)

Once we fixed this small thing, the retention rates improved.

The lesson?

Start small and be hyper-focussed.

Analyze one or two cohorts, improve, and build on your success.

Cohort analysis isn’t just another analytics tool—it’s a mindset. 

It helps you better understand your users and create a product that meets their needs.

So, what are you waiting for? Open your analytics tool, define your first cohort, and get to work!

These insights help them identify flaws, optimize strategies, and stay ahead in one of the most competitive sports in the world. The same principle applies to modern businesses operating through digital touchpoints like websites.

In the highly competitive digital space, a website must captivate potential customers and deliver flawless performance. Falling short means losing the race entirely. Just like McLaren, keeping your website at the top of its game requires meticulous tracking and optimization. But what does website tracking actually entail?

Understanding what is website tracking

Website tracking involves monitoring various activities on a website to gain insights into its performance, strengths, and areas for improvement. It’s a comprehensive approach to refining your digital presence. Here are the key aspects of website tracking:

• Qualitative data tracking: This involves studying user behavior, such as frustration and confusion, using tools like heatmaps, session recordings, surveys, form analytics, and interviews.
  
• Quantitative data tracking: Focuses on web analytics metrics like conversions, bounce rates, and page views to measure the quantitative performance of individual web pages.
  
• Technical tracking: Tracks factors like website speed, core web vitals (e.g., Largest Contentful Paint or LCP), and front-end structure to ensure optimal technical performance.
  
• SEO tracking: Monitors search engine optimization metrics, including SERP rankings, backlinks, indexing, website architecture, and sitemaps.
  
• Intent data tracking: Tracks and analyzes high-intent visitors and their backgrounds to align marketing and sales strategies for better results.
  
• User test tracking: Evaluates A/B test data and other experiments to understand how key performance indicators (KPIs) are impacted.

Each of these tracking dimensions is essential for maintaining a detailed understanding of website performance and the effectiveness of various initiatives. However, to truly excel, you need the right website tracking tools that provide a clear, precise, and actionable view of your website’s activity.

Let’s explore the best tools for each of these aspects and how they can help you stay ahead of the competition.

Featured website tracking tools at a glance

• VWO Insights
• Google Analytics
• GTMetrix
• Semrush
• Leadfeeder
• VWO Testing

6 Website tracking tools: Top recommended solutions

1. Qualitative data tracking: VWO Insights 

VWO Insights is a powerful behavior analysis tool that helps you understand user interactions on your website. It uncovers user struggles, frustrations, engaged areas, and overlooked sections through features like heatmaps, surveys, form analytics, and session recordings. Also, seamlessly integrating with 40+ martech platforms, VWO Insights makes it easy to access, track, and manage your website’s qualitative data.

Why choose this tool?

• VWO Insights is part of a robust CRO platform that enables you to manage all your optimization initiatives from a single dashboard. Insights gathered can seamlessly power experiments like A/B testing for better results.
• Its Insight Dashboard scores webpage experiences between 0 to 100, helping you to quickly identify poorly performing pages. On top of it, AI-powered analysis automates insights from heatmaps, session recordings, and surveys, saving time and effort.
• Flexible quota control offers a flexible sampling of qualitative data, letting you manage usage efficiently. Also, a forever free plan to track up to 5,000 monthly users at no cost allows you to experiment without immediate financial commitment.

Pricing

VWO Insights offers both free and paid plans:

• Starter plan: $0 for 5,000 Monthly Tracked Users (MTU)
• Growth plan: $139/month for 10,000 MTU (billed annually)
• Pro plan: $329/month for 10,000 MTU (billed annually)
• Enterprise plan: $775/month for 10,000 MTU (billed annually)

You can also explore a free 30-day trial to determine how it can assist in achieving your business goals.

2. Quantitative data tracking: Google Analytics

Google Analytics is a widely used tool for tracking quantitative website data, trusted by millions of websites worldwide. It provides detailed reports on key metrics like conversions, user demographics, website traffic sources, and more. Powered by machine learning, Google Analytics goes beyond basic reporting to uncover valuable insights into visitor activity and event tracking.

Why choose this tool?

• It’s easy to set up to track the website, and its detailed reports give comprehensive views of quantitative data. The reports shed light on the location, source, and medium of the traffic and also allow you to slice and dice this data with data ranges, comparisons, and filters. 
• It can easily be integrated into your existing tech stack, as most digital tools integrate easily with Google Analytics.
• You can easily utilize it to perform advanced tracking activities like cross-platform tracking as the data from platforms like Apps can be fetched from Google’s Firebase analytics. Thus, companies can get a comprehensive view of user activity.

Pricing

Google Analytics is available for free. For enterprise-level needs, it offers Google Analytics 360 with custom pricing tailored to business requirements.

3. Technical tracking: GTMetrix

GTMetrix is a powerful website performance-tracking tool that provides a comprehensive analysis of factors impacting site speed.

It generates detailed reports on Web Vitals, optimization opportunities, and waterfall charts. These reports offer valuable insights, such as identifying specific JS/CSS files slowing down your site.

By leveraging these insights, businesses can optimize page load speed to improve user experience and drive higher conversions.

Why choose this tool?

• Track website speed across 22 global locations using various browsers to pinpoint where and why performance issues occur.
• Advanced labeling and filtering in reports make it simple to analyze data and uncover actionable insights. You can also compare your website’s performance against competitors to understand where you stand.
• For a closer look at how internal and external factors impact site speed, the tool offers hourly monitoring, providing clarity on performance fluctuations over time.

Pricing

The platform provides four pricing plans tailored to individual, business, and enterprise needs. Here are the details of the four plans specifically for individual users:

• Micro: $5 per month
• Solo: $14.50 per month
• Starter: $28 per month
• Growth: $55.50 per month

4. SEO tracking: Semrush

Semrush is a powerful SEO tool that provides deep insights into website health, traffic, and performance. Its Site Audit feature evaluates key factors such as crawlability, site speed, and internal linking. It assigns a score out of 100 and recommends actionable improvements to enhance SEO.

Additionally, Semrush offers backlink audit reports to analyze off-page performance. This helps identify and optimize external links for better visibility.

With its comprehensive features, Semrush simplifies tracking and optimizing your website’s SEO performance.

Why choose this tool?

• It’s a comprehensive website tracking tool that monitors both on-page and off-page SEO, website performance, and social media activity—all from a single, user-friendly dashboard. This centralized approach makes it effortless for businesses to track and manage multiple aspects of their website’s performance.
• It’s an enterprise-grade tool that seamlessly integrates with popular platforms streamlining both SEO and SEM initiatives. It also offers robust user management features for role-based access, ensuring secure and organized workflows.
• The tool’s modern app center includes AI-powered apps that automate website tracking activities, saving time and boosting efficiency.

Pricing

In addition to limited free access, the tool offers three pricing plans: 

• Pro – $139.95 per month 
• Guru – $249.95 per month 
• Business – $499.95 per month

5. Intent data tracking: Leadfeeder

Leedfeeder is an intent data tool that tracks the companies visiting your website, understands their intent, and filters them based on behavior, demographics, geography, and other factors. The tool scores visitors according to their web activity, helping you target high-intent leads for conversion. 

It also has a global database that reveals the LinkedIn profiles, email addresses, and contact information of key decision-makers in a company. Additionally, its extensive integration library makes it easy to incorporate into your existing tech stack and effectively monitor website activity.

Why choose this tool?

• The tool monitors the companies visiting the website and provides a detailed overview of the pages they view. Based on the database that the tool offers, this information assists sales and marketing teams in creating targeted and personalized campaigns aimed at key decision-makers.
• The filtering based on various attributes, such as demography, keywords, and companies, helps visitor identification from untapped markets, paving the way for expansion.
• Integration with popular CRM platforms like HubSpot makes it easy to migrate data and populate these platforms with high buyer intent data.

Pricing

Leadfeeder offers two plans:

• Free Plan: Includes unlimited users but limits company identification to 100.
• Paid Plan: Costs €99 per month and provides unlimited data storage and company identification.

6. User test tracking: VWO Testing

VWO Testing enables you to run and track various experiments, including A/B tests, multivariate (MVT) tests, multi-page tests, and split URL tests. Once initiated, the tool monitors key performance indicators (KPIs), evaluates the impact on guardrail metrics, and tracks secondary KPIs. Its advanced SmartStats engine ensures precise and reliable test results.

Why choose this tool?

• A powerful user experience testing tool with detailed reporting and robust experiment tracking. Features like Bonferroni correction address issues such as peeking, ensuring accurate results.
• Monitors and analyzes user segment performance during experiments, providing deeper insights into how variations impact different user groups.
• AI-driven capabilities simplify tasks like variation creation for A/B tests with a simple input prompt while summarizing and analyzing reports for effortless data interpretation.

Pricing

VWO Testing offers both free and paid plans:

• Starter plan: $0 for 50,000 Monthly Tracked Users (MTU)
• Growth plan: $275/month for 50,000 MTU (billed annually)
• Pro plan: $633/month for 50,000 MTU (billed annually)
• Enterprise plan: $1107/month for 50,000 MTU (billed annually)

You can also try it out for a 30-day, full-feature free trial to see how it can help you achieve your business objectives. 

And there you have it! These six top web tracking tools offer a comprehensive view of your website’s activities, allowing you to optimize performance and enhance user experiences.

How to choose the right website tracking tool

Let’s review some criteria to narrow down the best website visitor tracking tools for you.

1. Identify the information gap

The first step is to brainstorm and analyze the data from your existing tools. Identify gaps in the information related to website activity. This will help you define clear goals.

For instance, if your web analytics tools show low conversion rates on key pages, your goal could be to uncover the reasons behind this trend. In such cases, exploring qualitative tools like VWO Insights can provide valuable answers and help you address the issue effectively.

2. Understand your budget

Once you’ve defined your needs, consider your budget. Compare offerings from top tools and prioritize those with free trials or no-cost plans, allowing you to test their capabilities without immediate financial commitment.

If you have the budget for enterprise-level solutions, evaluate features like advanced user management, scalability, and customization to ensure the tool grows with your business needs.

3. Evaluate integration capabilities

Next, assess how well the shortlisted tools integrate with your existing tech stack. Seamless data transfer and compatibility with other tools are essential for efficient operations. Look for solutions that offer wide-ranging integration options.

4. Prioritize modern features

Another important factor to consider is the modern features offered by the tool. Prioritize tools with Generative AI capabilities that automate tasks and ease the workload on human resources.

For instance, as mentioned earlier, VWO Copilot enables users to automate heatmap and session recording analysis with the help of generative AI. This not only saves a significant amount of time but also reduces human error, streamlining the entire tracking process.

5. Evaluate privacy compliance

Lastly, the privacy compliance of the tools must be evaluated. With increasing emphasis on user privacy and data protection, this step is critical.  

Select tools that comply with standards such as GDPR, HIPAA, and SOC 2 certifications. This will help you track website activity effectively while protecting user data and preventing leaks or breaches. Additionally, the tool should clearly specify its data retention period and offer an automatic deletion feature for unsaved recordings, ensuring that unnecessary information is removed promptly. Prioritizing privacy-compliant tools is a wise decision to build trust and avoid regulatory issues.

Final thoughts

Website tracking is essential, but success hinges on using the right website visitor tracking tool. The tools mentioned above are some of the best in the market. Explore them—they can be used individually or combined for a comprehensive tracking strategy.

Remember, tracking is just the first step. The real magic happens when you act on the insights. Whether it’s optimizing conversion rates or personalizing user experiences, taking action is what transforms a website from average to exceptional.

Frequently asked questions (FAQs)

Yet, gathering meaningful feedback is often easier said than done.

What are your customers saying about your product?

Which features do they love, and what’s causing them frustration?

Are you addressing their needs or missing opportunities for improvement?

To truly deliver a product that resonates, you must unlock the “why” behind customer opinions. That’s where product feedback tools come in—helping you gather, analyze, and act on insights that drive growth and customer satisfaction.

In this blog, we’ve compiled the top product feedback tools and outlined how they can help you unlock customer insights to enhance your product.

What are the advantages of product feedback tools?

Product feedback tools are specialized platforms designed to gather, analyze, and act on user feedback throughout product development. They help businesses improve offerings based on customer insights, enabling the creation of user-centered solutions that foster stronger relationships and drive growth. These tools offer several advantages:

1. User-driven development: Through direct user feedback, businesses can design products that better address customer needs, preferences, and challenges.
2. Enhanced product quality: Feedback highlights usability issues, bugs, and areas needing improvement, enabling teams to enhance quality and user satisfaction.
3. Feature focus: These tools help identify which features matter most to users, ensuring development efforts align with customer priorities.
4. Accelerated innovation: Continuous feedback loops enable quick product iterations and adaptation to shifting user and market demands.
5. Informed decisions: Feedback trends and data offer valuable insights that guide strategic product choices.
6. Stronger customer satisfaction: Acting on feedback shows commitment to users, fostering trust and loyalty.
7. Transparent user engagement: Encouraging users to participate in feedback initiatives builds open communication and trust.
8. Performance success tracking: Metrics like Net Promoter Score (NPS) and customer sentiment offer clear product performance indicators.
9. Efficient resource allocation: Aligning development efforts with user needs helps optimize resources and maximize ROI.
10. Competitive edge: Consistently improving products based on user feedback helps businesses stand out.

What are the different types of product feedback tools to use?

Product feedback tools come in various forms, each tailored to specific methods of collecting and analyzing customer insights. While some tools overlap in functionality, they focus on different aspects of feedback, whether it’s through surveys, reviews, or monitoring customer discussions across channels. Here’s an overview of the main types:

• In-product feedback tools
• Visual feedback tools
• Voice of Customer tools
• Product analytics tools
• Feature voting boards
• Online review platforms
• Social media monitoring tools
• Feedback button tools
• User testing tools
• Online survey tools
• Customer satisfaction tools

Collectively, these tools empower businesses to uncover valuable customer insights, refine their products, and create experiences that align with user expectations. Using the right combination of tools, companies can make smarter decisions and stay ahead of customer needs.

Product feedback tools: Quick glimpse

• Survicate
• Qualaroo
• Refiner
• Marker.io
• Usersnap
• Userback
• Mopinion
• InMoment
• VWO
• UXCam
• Canny
• Trustpilot
• Brand24
• Appzi
• UserTesting
• SurveyMonkey
• Qualtrics

17 Best product feedback tools – Detailed analysis

In-product feedback tools

Surveys come in many forms, but in-product feedback surveys are unique as they are embedded within a product to gather real-time user feedback during interactions. They help identify pain points, improve experiences, and guide product decisions based on actionable insights.

1. Survicate

Survicate offers a product feedback tool that automates the collection and analysis of customer insights, helping you make data-driven decisions.

It enables you to gather highly contextual feedback through precisely targeted in-product micro-surveys (pop-ups) triggered based on user characteristics, cookies, or visit behaviors. Whether capturing user sentiment during onboarding, gathering event-triggered feedback, or identifying areas for improvement, Survicate ensures you receive actionable insights at the right time.

With Survicate, you can measure product experience metrics, uncover bugs, and enhance user satisfaction, creating a friction-free experience that keeps customers engaged and loyal.

Features: Website Feedback Surveys, Mobile In-app Surveys, Survey Templates, Survey logic & automatic translation, Automated follow-up Actions, NPS, CSAT, AI Assistant.

Pricing:

• The 10-day free trial includes all the Best plan features
• Free plan: Explore all features; 25 responses/month.
• Paid plans: Starts at $89/month, billed annually for 250 responses.

2. Qualaroo

Qualaroo is a product feedback tool that captures contextual insights directly within your website, app, or product. Engaging users in real-time allows businesses to ask targeted questions at key moments, gathering actionable feedback that drives product improvements and business growth.

Qualaroo’s Nudge technology lets you target specific users based on behavior, location, visit depth, or activity. By asking the right question at the right time—like what’s stopping them from converting or which feature they value most—you gain precise insights that uncover roadblocks and opportunities.

Features: Advanced Targeting, Question Branching, AI Sentiment Analysis, A/B Testing, Exit Intent Survey, Integrations, Unlimited Surveys, Prototype Testing, AI Analytics & Reports

Pricing:

• Free: Up to 50 responses/forever.
• Paid: $19.99/month, billed annually

3. Refiner

Refiner is a specialized micro survey tool designed for SaaS and digital products, enabling businesses to capture context-rich feedback directly from users while they interact with the product. With precise targeting and perfectly timed surveys, Refiner helps drive actionable insights for smarter product decisions and improved user experiences.

Refiner’s Branching Logic creates dynamic, personalized surveys by adapting questions based on user responses. This keeps surveys relevant, improves response quality, and reduces fatigue, helping businesses uncover deeper insights effortlessly.

Seamless integrations enable real-time data sync and automated workflows, simplifying segmentation, analysis, and action on valuable feedback.

Features: NPS, CSAT, Branching and Logic Jumps, Segmentation Engine, Customizable Surveys, Reporting Dashboard

Pricing: 

• Free trial: 14 days for Essentials and Growth plans.
• Free: 25 survey responses/month, 1,000 MAUs, and 5,000 page views.
• Paid: Starts from $79/month, billed annually.

Visual feedback tools

Visual feedback tools allow users to share product feedback by annotating screenshots or video recordings highlighting specific issues or suggestions. They provide clear, contextual insights that streamline communication, helping teams quickly identify, prioritize, and resolve user-reported problems.

4. Marker.io

Marker.io is a seamless website feedback and annotation tool that integrates effortlessly with project management platforms like Jira, Trello, ClickUp, and Asana. Easy to install and lightweight, Marker.io captures detailed, context-rich feedback without interrupting workflows.

Perfect for agencies and development teams, Marker.io streamlines bug reporting and feedback collection during development or on live websites, ensuring faster resolution and more transparent communication.

Users can visually highlight issues using screen captures and markup tools with the annotation feature. Reporting is as simple as clicking the widget, annotating the screen, and sending feedback. 

Features: Session Replay, Console Recording, Network Logs, Annotations, Bug Reporting, 2-way Integrations, Website Widget, Issue Sync.

Pricing: 

• Free trial: 15 days for all plans.
• Paid: Starts from $39/month, billed annually.

5. Usersnap

Usersnap is an all-in-one customer feedback platform designed to collect, organize, and manage feedback effortlessly.  It integrates seamlessly with tools like Jira, Azure DevOps, Trello, and Slack, streamlining workflows and enabling faster issue resolution.

Usersnap enhances clarity with visual feedback, allowing users to capture screenshots and videos of their experience. Built-in annotation features like drawing and pinning comments help teams quickly identify and address issues, while technical metadata provides added context for more effective troubleshooting.

Features: Customized Microsurveys, AI-Suggestions, AI Smart Labels, Feedback Button, Feature Request Board, Bug Tracking, Screen Capture

Pricing:

• Free trial: 15 days for all plans.
• Free: First 20 feedback items.
• Paid: Starts from $39/month, billed annually.

6. Userback

Userback is a product feedback tool that captures real-time input through a dedicated feedback widget on your website or app. Users can annotate screenshots, highlight issues, and provide detailed feedback directly at the source, eliminating the need for emails. With instant notifications and integrations like Jira, Trello, and WordPress, Userback streamlines workflows for product teams.

The Feature Portal engages users by letting them view, vote on, and comment on upcoming features. This collaborative space helps teams make data-driven decisions, prioritize user-driven improvements, and create better products.

Features: User Segments, User Surveys, Bug Reports, Feature Requests, No-code Browser Extension, User Identification, Integrations, Session Replay

Pricing:

• Free trial: 14 days of the Scale plan.
• Paid: Starts from $49/month, billed annually.

Voice of Customer tools

Voice of Customer (VoC) tools capture and analyze customer feedback across various touchpoints, such as surveys, reviews, and social media. They provide insights into customer preferences and pain points, helping businesses enhance customer experiences, drive loyalty, and make data-driven decisions to improve products and services.

7. Mopinion

Mopinion is a Voice of Customer (VoC) tool that helps businesses optimize digital experiences across multiple channels by uncovering the “why” behind customer behavior. It offers an all-in-one solution to collect and analyze real-time feedback, with an intuitive interface for creating and customizing feedback forms.

Mopinion’s Conversational Feedback introduces chat-like forms for a casual, engaging, and seamless feedback experience. These forms integrate effortlessly with websites, apps, and emails, encouraging users to share insights naturally. By promoting better engagement, they capture meaningful data while leaving customers with a positive impression.

Features: Text Analytics, Unlimited Surveys, Real-Time Analysis, Automated Tags, Conversational Feedback, API & Integrations, Dashboards, Text & Sentiment Analysis

Pricing: 

• Free trial: 14 days of full access to all the features.
• Paid: Starts from $259/month, billed annually.

8. InMoment

InMoment is a cloud-based platform enhancing customer experiences with solutions like Social Reviews, Advocacy, Employee Engagement, and a robust Voice of the Customer (VoC) platform. It simplifies feedback collection and analysis with real-time reporting, alerts, and integrations into tools like Salesforce, Zendesk, and HubSpot, empowering businesses to improve customer experiences.

The Active Listening Studio uses AI-powered conversational forms to gather real-time feedback across all channels. Enriching this feedback with behavioral and contextual data gives businesses actionable insights to drive meaningful improvements.

Features: Omnichannel Feedback, Survey Builder, Question Logic, AI-Powered Active Listening, Conversational Intelligence, Social Reviews, Microsurveys

Pricing:

• Plans are not available on the website.

Product analytics tools

9. VWO

VWO is a conversion rate optimization platform that enables businesses to optimize experiences on any device by leveraging real-time user feedback and behavioral data. It helps businesses uncover actionable insights to test, refine, and personalize the user experience by tracking and analyzing interactions across websites and mobile apps.

With its comprehensive suite, VWO enables teams to collect feedback, validate hypotheses, and optimize complex use cases, from content and feature variables to server-side functionality. 

By integrating feedback collection with behavioral analytics, VWO equips businesses with the tools to enhance user satisfaction, optimize experiences, and boost conversions.

Key features:

Surveys

VWO on-page surveys capture real-time feedback from website visitors, providing 360-degree insights into customer experiences. Surveys can be triggered based on user actions, like time on page or exit intent, ensuring feedback is collected at critical moments. 

With customizable question formats, segmentation options, and multilingual capabilities, VWO allows businesses to gather targeted and actionable insights from diverse customer groups. 

AI-powered features streamline question creation and analyze responses, delivering concise summaries and identifying key trends efficiently.

Mobile-app insights

VWO Mobile-App Insights empowers businesses to track and analyze user behavior using session recordings and heatmaps, delivering qualitative insights to optimize critical user journeys. It helps businesses refine the user experience, build trust, and drive app growth with actionable behavior analytics.

Pro Tip!

Use the app-insights dashboard to identify and prioritize app issues like crashes and friction points, analyze trends, and target fixes based on user behavior, segments, and devices.

Heatmaps

Heatmaps visualize where users tap and scroll on your app screens, highlighting areas that receive the most and least attention. They eliminate the need for complex numerical analysis, offering quick and intuitive insights into user behavior.

Heatmaps allow businesses to enhance CTA engagement by identifying underperforming elements and making design adjustments to encourage action. They also support hypothesis testing by validating changes, like rearranging app sections to boost visibility and interaction. Additionally, heatmaps identify UI clutter, helping teams simplify designs for a more intuitive experience.

Success case:

U-Digital, a Netherlands-based digital agency, boosted mobile conversions by 21.46% for a skincare eCommerce client using VWO’s Experience Optimization Platform. Identifying friction with Google Analytics and VWO Heatmaps, they tested a sticky Add-to-Cart button. A 23-day A/B test with 7,200 visitors confirmed the improvement, leading to the implementation and further optimization of key eCommerce pages.

Session recordings

Session recordings provide video replays of user interactions with your app, capturing events like taps, screen views, crashes, and scrolls. By linking these actions to user profiles, they help businesses analyze complete user journeys to identify friction points and abandonment moments.

These recordings assist in addressing abandonment issues, such as app crashes or unresponsiveness, by pinpointing root causes and enabling faster resolutions without requiring detailed user input. They also enhance UX research by complementing surveys and interviews with actual user behavior, improving collaboration, and supporting data-driven usability refinements.

Pricing:

• Free trial: 30 days to explore all features
• Paid: Request pricing for mobile app insights

10. UXCam

UXCam is a product analytics tool that helps monitor and analyze user behavior in mobile apps, providing teams with actionable insights to enhance performance and engagement.

With heatmaps and session replays, UXCam uncovers the “why” behind user drop-offs by tracking interactions and identifying friction points. Its screen flows feature offers a detailed view of user journeys, revealing navigation patterns, analyzing flows between start and end screens, and pinpointing problematic screens where users exit.

UXCam equips teams with the required tools to optimize app usability, improve user retention, and create seamless experiences.

Features: Heatmaps, Session Replays, AI-User Journeys, Event Analytics, Funnels, Segmentation, Team Dashboards

Pricing:

• Free trial: 14 days for all plans.
• Free: Up to 3000 monthly sessions.
• Paid: Request pricing.

Alternatives: Mixpanel, Userpilot

Feature voting board tools

Feature voting board tools let users suggest and vote on the most valuable product features, helping businesses prioritize development based on user demand. By involving customers in the process, these tools foster transparency, build trust, and ensure products align with customer needs.

11. Canny

Canny is a product voting and feedback analysis tool that helps businesses understand customer needs and build user-driven products. Its feature voting board allows users to vote for their favorite features, while the analysis dashboard helps prioritize development, segment users, and track progress.

Canny consolidates feedback from various sources and integrates seamlessly with project management tools. Its Changelog feature informs users about updates, closing the feedback loop by notifying voters when features are released. Canny streamlines feedback management, making product development more efficient and customer-focused.

Features: User Segmentation, Changelog, Autopilot, Feedback Discovery, Comment Summaries, Canny Identify, Integrations, Feature Requests Management

Pricing:

• Free trial: For Starter and Growth plans.
• Free: Basic features to set up feedback portal.
• Paid: Starts from $79/month, billed annually.

Alternatives: Upvoty, Savio

Online review platforms

Online review platforms are digital spaces where customers can share feedback about their experiences with products or services. They help businesses build trust, enhance credibility, and gather insights to improve offerings while influencing purchasing decisions.

12. Trustpilot

Trustpilot is a leading platform for collecting and showcasing customer feedback, empowering businesses to build trust and improve their online reputation. By collecting and publishing verified service and product reviews, Trustpilot provides current and potential customers with authentic insights into user experiences.

Businesses can collect customer feedback by sending review invitations for free, uploading mailing lists, or automating emails to be sent after purchases, ensuring timely and unbiased feedback collection without offering incentives.

Features: Business Profile Page, Customizable Review Invitations, Trustpilot Widgets, AI-assisted Review Responses, Automated Review Invitations, Analytics & Insights, Sentiment Analysis

Pricing: 

• Free: 50 review invitations/month.
• Paid: Starts from $259/month, billed annually.

Alternatives: G2, Capterra

Social media monitoring tools

Social media monitoring tools track mentions, keywords, and trends across platforms to provide insights into public sentiment, brand perception, and competitor activity, enabling data-driven decisions. These tools are essential for managing reputation, engaging with audiences, and identifying growth opportunities.

13. Brand24

Brand24 is an AI-driven social listening tool that helps businesses protect their brand, measure awareness, analyze competitors, and gain customer insights. It monitors mentions across social media, blogs, news, videos, and more, informing you of real-time public sentiment and industry trends.

With instant notifications and hashtag tracking, Brand24 simplifies filtering product feedback, enabling marketing and customer success teams to act quickly. Stay ahead of competitors and align with customer needs using Brand24’s comprehensive monitoring.

Features: Advanced Filtering, AI Anomaly Detector, AI Insights, Sentiment Analysis, Presence Score, Influence Score, Voice Share, Emotion Analysis

Pricing:

• Free trial: 14 days for all features.
• Paid: Starts from $119/month, billed annually.

Alternatives: Meltwater, Mentionlytics

Feedback button tools 

Feedback button tools are simple, interactive elements on websites or apps that let users share feedback effortlessly. A direct channel for reporting issues or sharing suggestions helps businesses collect actionable insights to improve user experience and address concerns effectively.

14. Appzi

Appzi is an intuitive feedback tool that captures in-product insights through customizable widgets on websites and SaaS products. With no-code micro surveys launched as pop-ups, inline widgets, or feedback buttons, Appzi ensures targeted feedback collection from the right users at the right time.

Appzi’s analytics dashboard offers detailed insights, including user responses, screenshots, URLs, and user data, providing clear context on customer actions during feedback submission. Appzi makes it easy to gather actionable insights and build user-driven products.

Features: Advanced User Targeting, Reporting Dashboard, Unlimited Customizable Surveys, Integrations

Pricing:

• Free: Forever for up to 50,000 page views /month.
• Paid: Start from $29/month.

Alternatives: Doorbell, Sprig

User testing tools

User testing tools allow businesses to evaluate how real users interact with their products, websites, or apps. They provide insights through recorded sessions, surveys, or live tests, helping identify usability issues and areas for improvement. These tools enable teams to refine their designs, enhance user experience, and ensure products meet customer expectations.

15. UserTesting

UserTesting connects businesses with real users to gain valuable insights into how they interact with products, designs, or messaging.

Businesses can quickly receive video feedback of users’ first impressions by submitting a URL, providing actionable insights in minutes. This fast and efficient approach helps refine digital experiences and create products that truly resonate with customers.

Features: Unmoderated Tests, Feedback Engine, Website Testing, Customer Journey Mapping, Benchmarking, AI-powered Analytics, Sentiment Analysis, Card Sorting, Tree Testing, Prototype Testing

Pricing:

• Prices are not available on the website.

Alternatives: Maze, Userlytics

Online survey tools

Online survey tools enable businesses to create and distribute surveys to gather feedback from customers, employees, or target audiences. They provide insights into preferences and satisfaction, helping organizations refine strategies with customizable templates and real-time analytics.

16. SurveyMonkey

SurveyMonkey is a leading survey platform that enables businesses to gather meaningful customer feedback and insights. Its intuitive interface, customizable templates, and robust analytics help organizations make data-driven decisions to enhance customer satisfaction and overall experiences.

Features: SurveyMonkey Genius to create AI-powered surveys, Multi-survey analysis, and SurveyMonkey Audience for targeted insights.

Pricing:

• Paid: Starts from $20/user/month, billed annually.

Alternatives: Delighted, Typeform

Customer satisfaction tools

Customer satisfaction tools are platforms designed to measure and track customer happiness and experiences. They collect feedback through surveys and other methods, providing insights to identify pain points and improve service. These tools help businesses strengthen relationships and boost customer loyalty.

17. Qualtrics

Qualtrics is an experience management platform that helps businesses deliver exceptional omnichannel experiences. By capturing customer feedback at key moments in the journey, Qualtrics provides a comprehensive understanding of customer interactions, enabling organizations to identify opportunities to improve satisfaction, retention, and acquisition.

Its intuitive interface allows teams to create multi-channel surveys, track feedback in real-time, and leverage advanced analytics to enhance customer satisfaction and optimize team performance.

Features: Website & App Feedback, Behavioral Analytics, Omnichannel Reputation & Review Management.

Pricing:

• Plans are not available on the website.

Alternatives: NiceReply, AskNicely

How do we organize product feedback effectively?

Effectively organizing product feedback is essential for understanding user needs and making data-driven decisions. A structured approach ensures that raw feedback is transformed into actionable insights, enabling businesses to enhance their products and deliver exceptional user experiences.

• Centralize feedback: Use a dedicated tool or platform to collect and store all feedback from various sources like surveys, reviews, customer support, and social media in one place.
• Categorize inputs: Organize feedback into categories like feature requests, bug reports, usability issues, and general suggestions to make it manageable and actionable.
• Prioritize by impact: Use criteria such as frequency, user segment importance, and potential business impact to rank feedback for action.
• Segment feedback by user groups: Analyze feedback by user types, such as new vs. returning customers or free vs. paid users, to tailor solutions to specific needs.
• Assign ownership: Designate teams or individuals responsible for addressing specific feedback categories or issues.
• Use feedback for hypotheses: Convert recurring feedback into testable hypotheses for product improvement or innovation.
• Track and close feedback loops: Regularly review implemented changes and communicate outcomes to users who provided feedback, showing that their input matters.

Conclusion

Product feedback is more than just data—it’s the foundation for creating meaningful user experiences and staying ahead in competitive markets. The tools listed here empower you to uncover insights, prioritize improvements, and deliver solutions that resonate with your audience.

However, gathering feedback is only the first step. To unlock its potential, you need a platform like VWO that enables testing, analyzing, and optimizing every aspect of your product.

Ready to see the difference? Start your 30-day free trial with VWO today and begin your journey to optimizing your product for growth and success.

FAQs

From design and copy to load speed and CTA placement, several factors are at play when a user decides to either engage with the page or bounce.

Also, businesses must adapt to evolving trends and innovations that shape user behavior.   

To help you out, we’ve compiled a list of 40+ must-know landing page statistics that reveal what’s working and what needs to be avoided. 

Take a look at these crucial stats and explore ways to optimize your landing pages for better conversions.

5 landing page statistics on effectiveness

1. The top 10% of landing pages receive almost 80% of traffic

Source: WordStream

2. Dynamic landing pages are known to convert 25.2% more mobile users

Source: Keywords Everywhere

3. Around 48% of marketers create a new landing page for new marketing campaigns, while 52% of them reuse the same landing page for different campaigns 

Source: WordStream

4.  Landing pages have a signup rate of 23%, however, they account for just 5.1% of all signup forms

5. 67% of marketers say data about landing page conversions provide key insights into the success of their B2B content

Source: Keywords Everywhere

10 landing page statistics on conversion rate

6. For landing pages across all industries, the median conversion rate is 6.6%

Source: Unbounce

7. B2C landing pages have a conversion rate of 9.87%, while for B2B landing pages it is 13.28%

Source: Wishpond

8. Increasing the number of landing pages from 10 to 15 can boost conversions by 55%

Source: HubSpot 

9. Landing pages with 5 or more links have a conversion rate of 10.5%, as compared to 13.5% for pages having just one link 

Source: ZoomInfo

10. Around 38% of marketers say video is the top element that positively impacts landing page conversions, while around 35% say images and graphics are the best elements to do so

11. Visitors who arrive on a landing page via email convert 60% more than those coming from paid social

Source: Unbounce

12. Including multiple offers on a landing page can negatively impact conversions by 266%

Source: CXL

13. 30% of the top landing pages contain video content. Adding a video on your landing page can increase conversions by up to 86%

Source: Think With Google, Smart Insights  

14. Mobile-responsive landing pages have a conversion rate of 11.7%, while desktop-only landing pages have a conversion rate of 10.7%

Source: Unbounce (via Medium)

15. WikiJob’s landing page conversions increased by 34% after adding a customer testimonial

Source: VWO Success Story

6 landing page statistics on user experience

16. The average bounce rate for landing pages lies between 70% to 90%

Source: Quick Sprout

17. In the business sector, landing pages having less than 1000 words achieve 50% higher conversion rates than pages with 500+ words  

Source: Unbounce (via Medium)

18. Google Chrome lists Cumulative Layout Shift (CLS) as a crucial page ranking factor.

When a visible element on a page changes its position from one rendered frame to the next, it is considered to be a layout shift. CLS measures the visual stability of a page by tracking such unexpected shifts. Google recommends aiming for a CLS score of 0.1 or less to ensure a good user experience and increase search engine visibility.

19. 33% of navigational links displayed on landing pages lead visitors away from the page to social media platforms

Source: WordStream

20. Around 30% of brands say they plan to use website heatmaps and user behavior analytics to improve landing page conversions 

Source: Databox  

21. ForestView increased form conversions by 20.45% after replacing a long list of products with carousels

Source: VWO Success Story

Pro Tip!

The messaging on your landing page should align perfectly with the promise made in the ad, email, or link that led visitors there. Understand your audience’s expectations and craft a landing page that delivers exactly what they want. This consistency between channels meets their needs and lays the foundation for a better experience.

5 landing page statistics on performance

22. More than 40% of marketers list lead generation as the primary goal for a landing page 

Source: HubSpot

23. About 73% of landing pages feature human faces in the hero section, aiming to grab attention and convey emotion

Source: ChartMogul

24. Personalized CTA elements perform 202% better than regular ones 

Source: HubSpot

25. Around 48% of visitors leave a landing page without engaging with any of the marketing collaterals on the page

Source: Gartner

26. Kommunicate registered a 25.2% increase in clicks on a free trial button by removing the only form field on a page

5 landing page copy statistics

27. There is a negative correlation of 24.3% between difficult words and conversion rates 

Having too many difficult words (3 or more syllables) on a landing page may lead to lower conversions.

Source: Unbounce

28. In the SaaS industry, a landing page having simple, easy-to-read copy converts 514% better than a difficult-to-read copy  

Additionally, SaaS landing pages with a word count of 250 to 725 see better conversions, with a median conversion rate of 3.8%.  

Source: Unbounce

29. For an eCommerce landing page to achieve a conversion rate of 4.2% or higher, it should have a word count of 285 to 930 words

Also, to maintain this conversion rate, eCommerce sites need to have around 50 to 125 difficult words on a landing page.

30. Landing pages written at a 5th to 7th-grade level convert 56% higher than pages written at 8th to 9th-grade level

However, the opposite is true for the entertainment industry where pages written at a 10th-grade or higher level have better conversions.    

Source: Unbounce   

31. Locations Hawaii saw a 22.97% increase in conversions by changing the CTA copy from ‘Inquire’ to ‘Contact Agent’ 

Source: VWO Success Story

6 Statistics for Landing Page Design

32. About 58% of landing pages showcase clickable graphics relevant to the content

Source: Taboola

33. Around 48% of users mention that trust logos and security badges reassure them of a site’s safety

34. 86% of the top-performing landing pages are optimized for mobile

Source: Nifty Marketing

35. Images with people in them have a 66% higher CTR than those with objects

Source: Taboola

36. Using colors can improve brand recognition by up to 80% and increase comprehension by 73% 

Source: Xerox 

37. A truck driving school saw a 161% uplift in form submissions after replacing a stock image with an image of an actual student from their academy

Source: VWO Success Story

7 general statistics for landing pages

38. Around 48% of the top-performing landing pages are featured in maps and organic listings on search engines like Google

Source: Nifty Marketing

39. Landing pages with webinar promotions have an average conversion rate of 22.3%

Source: GetResponse

40. In a recent global survey, 27% of marketing decision-makers reported using automation to streamline the creation and optimization of landing pages  

Source: Statista

41. More than 50% of marketers reported using social media to drive traffic to landing pages

Email marketing, SEO, and paid ads are the other top mediums that marketers use to drive traffic.

42. For 42% of SaaS landing pages, the primary goal is to book product demos or consultations

Source: Unbounce

43. More than 75% of marketers do not use social proof on landing pages

Source: Unbounce (via Medium)  

44. AssessmentDay saw a 62% uplift in conversions after removing FAQs from their landing page

Source: VWO Success Story

Final thoughts

Although these landing page stats and insights provide valuable direction, you must go beyond industry benchmarks and averages.

By conducting user research and analyzing how users interact with your pages – what captures their attention, what drives them to click, and what causes them to leave – you can craft personalized experiences that resonate on a deeper level.

Take a free trial or request a demo to try out VWO’s features and capabilities that enable you to manage your entire optimization program in one place.