Howuku is lightweight and complete web analytics to help you track user interaction, boost engagement, and improve conversion rates.
Get started for free
Faster result, better ROI. Finally, you can run experiments, personalize, and publish new updates directly to your website without going through your dev team.
Explore AI A/B Testing
Digital Marketing
Min read

5 Best CRO Tools in 2023: Complete Buying Guide (Free and Paid)

Yoong Shien
April 10, 2023
5-star rating
Reviews on Capterra
5 Best CRO Tools in 2023: Complete Buying Guide (Free and Paid)

As digital marketers, we are always looking for ways to make data-driven decisions and improve conversion rates across the buying funnel. Research has proven time and time again that even a 1% uplift in conversions has a much greater effect on sales. This phenomenon can be seen across every vertical, whether in brick-and-mortar retail, SaaS, or e-commerce.

Conversion rate optimization (CRO) is evidently important, but conducting effective CRO is easier said than done. That's why using the right conversion rate optimization tool is so important, but with dozens of option available, where do you even begin?

Thankfully for you, the Howuku team spent weeks reviewing dozens of them so you don't have to, and we hereby present our pick on the 5 best CRO tools you should get in 2023.

In this buying guide article, you'll learn:

- The importance of CRO

- How to pick the right conversion rate optimization tool

- Comparison of the best free and paid conversion rate optimization tool (pros & cons, pricing, who is it suitable for)

Let's dive right in!

Importance of CRO

Conversion rate optimization improves user engagement through personalized experiences, and provides marketers with actionable insights. Moreover, by closely studying user behavior, collecting feedback, and implementing data-driven strategies, CRO helps boost conversions, generate more leads, and ultimately, increase revenue.

Here's a quick look at the main advantages of CRO:

  1. Improved user experience
  2. Increased return on investment (ROI)
  3. Enhanced customer trust and loyalty
  4. Higher traffic and better SEO rankings

Choosing the Right CRO Tool

Before we dive into our list, you should know that there is no single best tool, despite the best marketing efforts to position themselves that way. Each platform comes with unique features and price points that you should consider.

However, by assessing your goals, comparing the features of the various tools, and testing them out, you can make an informed decision that best suits your business's needs.

Assess Your Goals

Before diving into the various available CRO tools, it's essential to understand your primary objectives for implementing a CRO tool. By setting clear goals, you can identify the specific features and functions that your organization actually needs.

Some common objectives to consider are:

  1. Increasing website conversions: Optimize your digital experience design, layout, and content to encourage user actions, such as signing up, purchasing, or engaging with your content.
  2. Improving user experience: Analyze user behavior to identify areas of improvement and deliver a more enjoyable browsing experience for your visitors, resulting in higher customer engagement and satisfaction.
  3. Gaining insights into user behavior: Understand how users interact with your website and identify trends that can help you make more informed marketing decisions.

Compare Features

After determining your goals, research the features and capabilities of different tools to decide which one aligns best with your objectives. Keep in mind the following factors when comparing free CRO tools:

  1. Ease of use: Choose a platform that is intuitive and easy to navigate. This minimizes the learning curve and ensures your team can begin utilizing it immediately.
  2. Integration capabilities: Look for tools that can be easily integrated with existing platforms, such as your website, CRM, or marketing automation software, for seamless data sharing and analysis.
  3. Scalability: Opt for a tool that can scale with your organization's growth, offering additional features, and capabilities as your needs evolve over time.
  4. Support: Consider the level of customer support provided by the tool, as ongoing assistance might be crucial to ensuring the success of your CRO strategy.

Test the Tool

Implementing a new CRO tool on a trial basis can be beneficial in determining its suitability for your organization. Many free tools offer trial periods or free plans with limited functionality, allowing you to test the tool before fully committing to it. When testing, take note of the following aspects:

  1. Effectiveness: Assess if the tool helps you meet your primary objectives and contributes to the overall improvement of your website's performance.
  2. User feedback: Gather feedback from your team to determine if the tool is easy to use and provides valuable insights for decision-making.
  3. Compatibility: Ensure the tool integrates seamlessly with your existing technology stack without causing any disruptions or conflicts.

By following these steps, you can successfully choose the right CRO tool that meets your organization's needs, paving the way for enhanced user experience and increased website conversions.

5 Best CRO Tools in 2023

In this section, we take an in-depth look at the top five free CRO tools that are helping digital marketers and growth experts optimize their websites, increase conversions, and enhance user experience in 2023.

CRO Tool Key Features Pricing Pros Cons Reviews
Google Analytics Real-time data monitoring, detailed reports, integration with other Google tools Free Comprehensive insights, easy integration with other Google products Limited heatmapping and user feedback functionality 4.5/5(G2)
Howuku Heatmaps, A/B testing, user recordings, surveys, and polls Freemium All-in-one platform, user-friendly interface, integrations with other platforms Limited functionality on the free plan 4.8/5(Capterra)
Hotjar Heatmaps, session recordings, surveys, and polls Freemium User-friendly, versatile toolset, valuable user feedback Limited A/B testing functionality 4.2/5(G2)
Optimizely A/B testing, conversion funnel optimization, personalization Custom pricing Powerful A/B testing capabilities, visual editor, personalization features No free plan available 4.2/5(G2)
Matomo Privacy-focused analytics, customizable dashboard, event tracking Freemium Privacy compliance, open-source, customization options May require more setup and configuration than other options 4.2/5(G2)

Google Analytics: A versatile website analytics tool

Google Analytics remains at the top of the list for CRO tools, offering a treasure trove of valuable insights for businesses. As a free solution, it's accessible to businesses of all sizes, providing valuable insights for data-driven decision-making.

Here are its most notable features:

  • Real-time data monitoring: Understand user behavior patterns as they happen, allowing you to identify trends, track conversions, and monitor site performance.
  • Detailed reports: Get comprehensive insights into user demographics, behavior, channels, and conversions, empowering you to create targeted marketing strategies.
  • Integration: Combine Google Analytics with other Google tools like Data Studio, Search Console, and Ads for a seamless experience.

Suitable For: Businesses of all sizes looking for a comprehensive analytics tool to gain insights into user behavior and website performance.


  • Comprehensive insights
  • Easy integration with other Google products


  • Limited heatmapping and user feedback functionality
Pricing Plan Price Key Features
Free $0/month Basic analytics features, up to 10 million hits per month, 20 custom dimensions.
Google Analytics 360 Custom pricing Advanced analytics and marketing features, dedicated support and services, 1 billion + hits per month, 200 custom dimensions.

Howuku: A powerful suite of CRO tools focused on user experience

Howuku is an all-in-one platform designed for businesses seeking a comprehensive CRO solution with a focus on enhancing user experience. This powerful suite of tools offers a range of features to help businesses optimize their websites, analyze user behavior, and make data-driven improvements.

  • Heatmaps: Gain valuable insights into user engagement and site effectiveness, with visual representations of browsing behaviors.
  • A/B testing: Run experiments on website design and content, testing variations of headlines, calls-to-action, and layout to optimize conversion rates.
  • User recordings: Replay visitor interactions on your site, identifying issues and opportunities for improvement.
  • Content personalization: Customize content for individual visitors according to their demographics or behaviors.


Pricing Plan Price Key Features
Free Free 1,000 monthly sessions, 1 website, 1 team member, all features included
Starter $29/month 10,000 monthly sessions, 1 website, 3 team members, all features included
Pro $89/month 100,000 monthly sessions, 3 websites, 5 team members, all features included
Premium $149/month 200,000 monthly sessions, unlimited websites, 10 team members, all features included

Suitable For: Digital marketers, product managers, UX designers, or e-commerce business owners looking for an all-in-one platform for conversion optimization and user experience enhancement.


  • All-in-one platform
  • User-friendly interface
  • Integrations with other platforms


  • Limited functionality on the free plan

Hotjar: A comprehensive CRO tool for heatmaps and user feedback

Credit: Hotjar

Hotjar has made its mark as a versatile and user-friendly CRO tool. This comprehensive solution enables businesses to gain insights into user behavior, identify areas of improvement, and optimize their websites for better conversion rates.

  • Heatmaps: Visualize user behavior through click, movement, and scroll maps, identifying areas of interest or friction on your website.
  • Session recordings: Analyze real-time visitor interactions to uncover stumbling blocks, helping you make data-driven decisions.
  • Surveys and polls: Gather valuable feedback directly from your users, helping you improve your website based on their needs and preferences.


Pricing Plan Price Key Features
Free Free 1,000 monthly sessions, 1 website, 1 team member, all features included
Starter $29/month 10,000 monthly sessions, 1 website, 3 team members, all features included
Pro $89/month 100,000 monthly sessions, 3 websites, 5 team members, all features included
Premium $149/month 200,000 monthly sessions, unlimited websites, 10 team members, all features included

Suitable For: Businesses seeking a versatile and user-friendly CRO tool that offers heatmaps, session recordings, and user feedback functionality.


  • User-friendly
  • Versatile toolset
  • Valuable user feedback


  • Limited A/B testing functionality

Optimizely: The leading platform for on-site A/B testing

Credit: Optimizely

Optimizely is a powerful tool for website and app optimization through effortless A/B testing, conversion funnel optimization, and personalization. With its easy-to-use visual editor and advanced testing capabilities, businesses can run experiments on their website design, content, and customer journeys to optimize conversion rates and create personalized experiences for users.

  • A/B testing with visual editor: Create and run A/B tests without needing coding expertise, using the intuitive visual editor.
  • Conversion funnel optimization: Leverage multivariate testing to optimize the entire customer journey, improving conversion rates and reducing drop-offs.
  • Personalization: Adjust website and app content to individual user preferences and behavior, offering a tailored experience that boosts engagement and conversions.

Pricing: Available upon request

Suitable For: Businesses focused on website and app optimization through A/B testing, conversion funnel optimization, and personalization.


  • Powerful A/B testing capabilities
  • Visual editor
  • Personalization features


  • No free plan available

Matomo: An open-source alternative to Google Analytics

Credit: Matomo

Matomo is an open-source web analytics platform that prioritizes user privacy and customization. Designed for businesses looking for a Google Analytics alternative, Matomo offers comprehensive analytics features while adhering to data privacy regulations such as GDPR and CCPA.

  • Privacy-focused analytics: Comply with data privacy laws like GDPR and CCPA, while still gaining insights from user behavior and site performance.
  • Customizable dashboard: Create a tailored analytics experience with widgets and reports customized to your needs.
  • Event tracking: Monitor specific user behaviors on your site to optimize performance and improve the overall user experience.

In the next section, we'll discuss how to find the best free CRO tool for your needs and how to leverage the power of Howuku for an all-in-one solution.


Pricing Plan Price Key Features
On-Premise $0/month Unlimited monthly hits, basic features, unlimited websites, unlimited team members
Cloud Starting at 19EUR/month Pricing based on usage, advanced features
Cloud enterprise Custom pricing Flexible solution according to your business needs

Suitable For: Businesses that prioritize data privacy and require a customizable, open-source analytics solution.


  • Privacy-focused
  • Open-source and customizable
  • GDPR and CCPA compliant


  • Less intuitive interface compared to Google Analytics
  • Limited integration with other tools

Enhance Your CRO Strategy with Howuku

So far, we have discussed the importance of utilizing free CRO tools to improve website performance and user experience. We have also explored the top 5 free CRO tools to consider in 2023, each with its unique features and advantages. Now it's time to delve into how Howuku, a powerful suite of CRO tools, can help enhance your conversion rate optimization strategy further.

The Comprehensive Suite of Analytics and Optimization Tools1

Howuku offers an all-in-one website analytics and optimization platform designed to help growth marketers understand and improve user experience while performing conversion optimization. With various features aimed at enhancing UX and boosting conversions, Howuku ensures a smooth and efficient CRO process. These features include:

Heatmaps: Understand user behavior and engagement patterns to make data-driven optimizations.

A/B testing: Evaluate different design and content variations to determine the best-performing options.

Session recording: Analyze visitor interactions in real-time to gain insights into their behavior, uncovering obstacles and opportunities for improvement.

User feedback: Collect valuable user feedback, identifying customer needs and preferences to inform optimization efforts.

Content personalization: Target visitors with more relevant content that aligns with their interests and needs.

Funnel analytics: Track user journeys and identify bottlenecks to uncover optimization opportunities.

Seamless Integration with Other Tools1

Howuku stands out by offering integrations with other popular digital marketing tools, such as Google Analytics, CRM systems, and email marketing platforms. These integrations enable marketers to combine data from multiple sources, painting a complete picture of user behavior and conversion performance, ultimately making more informed decisions.

Tailored for Digital Marketers

Howuku is designed with digital marketers in mind, providing a comprehensive set of features to address their specific needs. Whether your organization focuses on B2C or B2B marketing, Howuku's platform makes it easy for you to understand user behavior, uncover insights, and optimize conversions effectively.

Time to Enhance Your CRO Strategy

Now that you have a better understanding of the free CRO tools available in 2023 and know how Howuku offers a comprehensive solution tailored for digital marketers, it's time to put these tools to work for you. Enhance your conversion rate optimization strategy and boost your website's performance by leveraging the power of Howuku.

Ready to level up your CRO process? Start using Howuku today and unlock the full potential of your website analytics and optimization efforts

Supercharge your startup growth with Howuku

Start your 14-day free trial today.