Increase Your Website Conversion With These Helpful Tools

Updated August 19, 2026 — The tools mentioned here have evolved, but the categories remain the same. We've refreshed tool references where applicable.

In the world of digital marketing, traffic gets a lot of attention. Small business owners understand that without visitors to their site, it's unlikely they're going to be able to grow or sustain their businesses.

I'd argue that the focus on traffic isn't helpful unless it's paired with a focus on conversion. After all, you might be able to attract thousands of visitors a month – but if none of those people are buying from you, what's the point? You're paying for traffic without getting any real return on your investment.

Content Research Tools

A high conversion rate starts with great content. If you're not sure what content gets the most traction, these tools can help you find out.

BuzzSumo

BuzzSumo is one of the best tools I know for figuring out what kind of content to post. You can enter a keyword and get a display with links to the most linked and shared content related to your search term. You can then dig in to explore what makes the content shareable.

You can get a free trial. After that, the plans start at $199 per month. That might seem like a lot, but there's no minimum subscription period.

Similar Web

Which sites are most like yours – and where is their traffic coming from? If you want to know the answers to both questions, you should try Similar Web.

Similar Web will tell you which of your keywords is generating the most traffic and give you ideas about where to post and share your content online to increase conversions. They offer a free plan and a paid plan, which is based on volume.

Land-Book

One of the keys to a high conversion rate is a great landing page – but how do you know if your landing page is getting the job done? I recommend Land-Book.

Land-Book is a free collection of some of the web's most successful and effective landing pages. It's a great resource if you're not sure where to start with your landing page.

Really Good Emails

Do you want to improve the conversion rate of your emails? Really Good Emails does for marketing emails what Land-Book does for landing pages.

Browse their huge, free collection of effective marketing emails and use them for inspiration. This is an especially helpful resource if you're new to writing emails and want to up your game.

Tools To Capture Leads

The next category is a series of tools that will help you capture leads once you've enticed a visitor to your website.

HubSpot

HubSpot offers a free lead-capturing tool. Its primary feature is an exit intent popup, which is proven to be one of the best-known ways to capture leads.

What I really like about HubSpot is that it combines lead capturing with detailed metrics to help you understand the user experience on your website – which can, in turn, help you to increase conversions.

OptinMonster

OptinMonster is a suite of tools you can use to create action-triggered popups that include a Welcome Mat popup, a scroll-triggered popup, and a Smart Bar to help you attract more email subscribers.

Their basic plan starts at around $16 per month, making it accessible for most small businesses.

HelloBar

HelloBar is another tool you can use to capture leads. They have a free plan with limited options that you can use to display a popup opt-in form to visitors on your site.

Their paid plans range from $29 to $49 per month and offer an array of additional features that can help you transform your website into a lead-generating machine.

Heat Mapping & Mouse Tracking Tools

A visitor's behaviour on your site can provide a lot of information about why your conversion rate isn't as high as you want it to be. Here are some tools that can give you the data you need.

Clicky

Clicky offers free and paid plans that will give you detailed information about how long visitors stay on your site and what they do while they're there.

I like that this tool offers real-time data, including heat mapping. It's a good starter tool if you're new to this kind of conversion optimization.

Hotjar

Hotjar is a highly respected tool that offers a full suite of tools including heat mapping, session recordings, and click isolation.

They offer a free plan for small sites, with premium plans starting at $32 per month, making it a worthwhile investment if you want to learn about your site visitors.

Analytics Tools

Reviewing your analytics is a must if you want to optimize your conversion rate. These tools will help you get down and dirty with the numbers.

Google Analytics

Google Analytics is a tool I use every day – and one I've mentioned a lot. It's free to anyone with a Google account and offers a ton of detailed metrics you can use to up your conversion rate.

Kissmetrics

Kissmetrics is the gold standard of premium analytics tools. It's best suited for optimizing email conversion and includes built-in A/B testing and data sets.

Visitor Feedback Tools

There are few things more valuable than direct feedback from your site visitors and customers. Here are some of my favourites.

Five Second Test

User testing can be expensive, but UsabilityHub (formerly Five Second Test) offers an affordable option that allows testers to download an app-based version of your website and rate their experience.

Prices start at around $80 per month. You can choose from a variety of testing methods, including basic UX, heat maps, and surveys.

Intercom

Intercom offers you the opportunity to chat in real time with your site visitors. You can also use it to track leads and share chats with the other members of your team.

Testing Tools

Finally, you'll need to test every aspect of your marketing to improve your conversion rate. Here are some tools that I recommend.

Optimizely

Optimizely is the best-known testing site. In addition to traditional A/B testing, they also offer multivariate testing options and detailed analytics.

Google Optimize

Google's free A/B testing tool integrates directly with Google Analytics, making it easy to test variations of your pages without a separate platform. While Google Optimize has been retired, alternatives like VWO and Convert.com offer similar functionality.

Conversion optimization should be an ongoing effort because there's always room for improvement. The tools I've listed here will help you fine-tune your content and marketing, so that you can grow your business.

If you'd like some expert help making sense of all these tools and developing a conversion improvement plan for your business, schedule a discovery call with us at Outsourced Marketing. We can help!

FAQ

What is a good website conversion rate?

The average website conversion rate is 2-5%, but top-performing sites achieve 10% or higher. Conversion rate depends on your industry, traffic quality, and how well-optimized your site is. Focus on improving your rate over time rather than comparing to industry averages.

Which free conversion optimization tools should I start with?

Start with Google Analytics for traffic data, Google Search Console for keyword performance, and Hotjar's free plan for heat maps and session recordings. These three free tools give you enough data to identify your biggest conversion bottlenecks.

How do heat maps help improve conversion rates?

Heat maps show where visitors click, scroll, and spend time on your pages. They reveal which elements attract attention and which are ignored. Use this data to move important CTAs to high-attention areas, remove distracting elements, and simplify your page layout.

How often should I A/B test my landing pages?

Test continuously, but only one element at a time. Run each test for at least 2-4 weeks or until you reach statistical significance. Prioritize testing headlines, CTA buttons, page layout, and form length — these tend to have the biggest impact on conversion rates.