So your website is now attracting traffic. Great!

But now you’ve noticed that you aren’t getting as many online sales or leads that you had expected.

Now what?

Time to focus on your website and figure out how to improve your website conversion rate! Conversion rate optimization doesn’t have to be as complicated as it sounds. But it does require some tools to get you focusing on the right web pages or elements of a page. Here are 5 tools I’ve used in the past that have helped my team improve website conversion rates.

1. Google Analytics Goal Flow Report – The first step to improving website conversions is to figure out where the problem exists. Is it your landing page? The lead generation form? Or maybe your billing page? The Google Analytics Goal Flow Report helps you pinpoint which pages on your website are the log jam preventing people from moving further down the conversion funnel.


2. iPerceptions Survey Tool – You not only need quantitative data in the form of analytics, but you’ll also need qualitative feedback. iPerceptions is a survey tool that surveys your website users before they leave. Some of the questions you can ask them are ones like “Did you achieve the reason why you visited the website?”, if the users’ answer is no, you can ask them “Why did you decide to leave the website?”. These very simple questions can help uncover whether:

  • You are attracting qualified website users or if your marketing is attracting the wrong type of people
  • Your website is answering the questions or addressing the needs of your users
  • There are any issues with the website


3. ClickTale – Now that you’ve identified which pages on your website have click through issues, now you need to find out how they are using the page. Are they clicking on the wrong elements of the page? Is there some weird usability issue that you don’t know about? ClickTale is not only a heatmap tool that creates visual hotspots of your webpage to see where users click, but they have an extra helpful video screen capture so you can view exactly what users are doing when they land on a web page. It’s particularly helpful to give your designers an idea of where the usability issues are.


4. – One of the pitfalls of redesigning a website is launching it without getting adequate user feedback on whether your website “works”. A surefire way to find out rather quickly is through user testing. The challenge with user testing is in the past you would have to recruit non-biased users, setup a usability lab and spend several rounds of testing to gather their feedback. Those methods are archaic compared to which recruits users based on your criteria, then runs them through scenarios that you’ve outlined and gathers their recorded feedback (vidoes of the user, their verbal feedback as well as their onscreen activities).


5. UnBounce – Finally a tool that no marketer should go without is UnBounce. UnBounce is a tool that let’s you build landing pages and create A/B tests quickly without the need for a designer or your IT team. We use it at HootSuite for all our landing page needs, and it’s worked well for us. No need to submit new landing page requests to IT. UnBounce is our self-serve option for landing page creation and testing.


Hey there, I'm Marc!

I'm the Director of Growth Channels @Hootsuite. I've worked in digital marketing since 2000 for agencies, startups and companies like Electronic Arts & SAP. Thanks for checking out my site where I share digital marketing strategies on how to increase website traffic and generate more revenue.


  1. Hi Marc…you can also include in your list. It’s a very flexible tool that can do surveys, A/B testing and customized interactions. Cheers!

Leave a Reply

Your email address will not be published. Required fields are marked *