13 best landing page optimization tools to boost conversions

The best tools and software to optimize landing pages

No need to dilly-dally, we know why you’re here.

Let’s get right to the tools.

These tools will help you optimize your landing pages to get more conversions from the same amount of traffic you’re already getting today.

Skip ahead if you’d like:

1. Unbounce for building and testing landing pages
2. Hotjar for visitor behavior analytics
3. VWO for full-fledged experimentation
4. Optimizely for advanced A/B testing
5. Google Analytics for basic visitor analytics
6. Fathom Analytics for privacy-focused web analytics
7. Heap for advanced analytics and digital insights into customer journeys
8. Wynter for collecting real user feedback
9. UserTesting for watching recorded test sessions
10. Crazy Egg for doing a little bit of everything
11. Chili Piper for scheduling sales meetings quickly
12. Intercom for interacting with visitors in real-time
13. Ahrefs for SEO and keyword research 

1. Unbounce for building and testing landing pages

There are two non-negotiables for landing page optimization: having landing pages to optimize and being able to make changes to those pages quickly.

Extra emphasis on the second part, too.

If it takes weeks (or more) for you to change a headline on your landing pages because you have to route a request to someone else who then passes it to another team who delegates it to a contractor… it’s just not gonna work.

Enter, Unbounce.

For the unfamiliar, Unbounce is the original drag-and-drop landing page builder that marketers have been using to build and optimize their landing pages for over a decade.

These days, it’s far more than just a landing page builder, too—Unbounce has become an entire landing page optimization platform where you can run smart A/B tests, generate copy with AI, automatically segment traffic between your landing page variants, and more.

How Unbounce helps with landing page optimization

• Build optimized landing pages quickly with the intuitive drag-and-drop builder.
• Test different page elements to see what works best using landing page A/B testing.
• Generate compelling content effortlessly with AI copywriting.
• Kickstart your design process with pre-built templates.
• Maximize the likelihood of a visitor converting with AI-backed traffic optimization.
• Grab your visitors’ attention with popups and sticky bars.
• Connect to just about any marketing and CRM tool for a seamless experience

2. Hotjar for visitor behavior analytics

Understanding how visitors interact with your landing pages—where they hover, scroll, and click—can show you where and what to optimize.

That’s where Hotjar comes in.

Hotjar is a website and landing page analytics tool that provides insights into user behavior on your pages through heatmaps, session recordings, and surveys to help you understand and enhance your website’s performance.

How Hotjar helps with landing page optimization

• See where users click, scroll, and hover with heatmaps.
• Watch session recordings to understand user behavior in detail.
• Collect feedback directly from users with on-site surveys.
• Identify areas of friction and improve user experience.
• Gain valuable insights to inform your optimization strategies.

3. VWO for full-fledged experimentation

As we’ve already mentioned, one of the most important parts of the landing page optimization process is the ability to run tests. Once you have a hypothesis that you want to explore, you can build and launch variations of your page to test it.

VWO is another testing and optimization platform that lets you run A/B tests, multivariate tests, and more. It provides a suite of tools to help you plan, launch, and analyze your landing page A/B tests and boost your conversion rates.

How VWO helps with landing page optimization

• Run A/B tests to compare different versions of your landing pages.
• Conduct multivariate tests to optimize multiple elements simultaneously.
• Use heatmaps to visualize user interactions and identify areas for improvement.
• Segment your audience for more targeted testing and personalization.
• Analyze test results to make data-driven decisions and improve conversions.

4. Optimizely for advanced A/B testing

We’re staying on the testing theme here with another tool option for you to test drive.

(See what we did there?)

Like Unbounce and VWO, Optimizely is a powerful experimentation platform that lets you run A/B tests, multivariate tests, and other more advanced types of experiments. Their focus is on creating experiences for your landing page visitors through personalization.

How Optimizely helps with landing page optimization

• Run A/B tests to determine which variations perform best.
• Conduct multivariate tests to refine multiple elements at once.
• Personalize your landing pages for different audience segments.
• Use real-time data to adjust your optimization strategies.
• Make informed decisions with comprehensive analytics and reporting.

5. Google Analytics for basic visitor analytics

Although the not-so-new-anymore Google Analytics 4 platform isn’t exactly a fan-favorite, Google Analytics is still the 800-pound gorilla in the website analytics world. It’s free, customizable, and can integrate with virtually anything natively (like Unbounce) or through Google Tag Manager.

Google Analytics gives you in-depth insights into your website’s and landing page’s performance, helping you track traffic sources, visitor behavior, success rates of your conversion goals, and more.

How Google Analytics helps with landing page optimization

• Track visitor behavior to understand how users interact with your landing pages.
• Measure the effectiveness of your marketing campaigns.
• Identify traffic sources to see where your visitors are coming from.
• Analyze conversion rates to determine which pages perform best.
• Use data-driven insights to refine your optimization strategies.

If you’re anti-Google Analytics and GA4 (which we won’t blame you for), don’t worry, some great alternatives are starting to pop up like Fathom and Heap.

6. Fathom Analytics for privacy-focused web analytics

Data privacy regulations are tightening pretty much across the globe right now. The way cookies are used has changed dramatically, and site analytics are shifting to a privacy-focused approach.

That said, you still need to know what actions your visitors are taking, and how they’re engaging with your landing pages and content.

Fathom Analytics is a privacy-focused web analytics tool that provides actionable insights while respecting user privacy. It helps you track key metrics and understand visitor behavior without the complexity of traditional analytics tools.

How Fathom Analytics helps with landing page optimization

• Track key metrics to understand visitor behavior.
• Maintain user privacy while gathering valuable data.
• Simplify your analytics with an easy-to-use interface.
• Identify high-performing pages and areas for improvement.
• Use insights to refine your landing page optimization strategies.

7. Heap for advanced analytics and digital insights into customer journeys

Another option for tracking source and engagement data on your landing pages and website is Heap.

Heap is an advanced analytics platform that automatically captures every user interaction on your site, so you don’t need to worry about manually configuring every single event before you go live with your pages. It provides a complete picture of user behavior, allowing you to make informed decisions to enhance your landing pages.

How Heap helps with landing page optimization

• Automatically capture all user interactions without manual tracking.
• Gain a complete picture of how users navigate your landing pages.
• Identify areas where users drop off or encounter issues.
• Analyze conversion rates to determine the effectiveness of your pages.
• Use data-driven insights to make targeted optimizations.

8. Wynter for collecting real user feedback

Collecting user feedback is crucial for understanding how your landing pages actually resonate with your audience. You can make your best guesses and have assumptions about what you think will work, but this direct feedback helps you pinpoint actual issues from the perspective of your visitors and make adjustments.

Wynter is a tool that allows you to do exactly that—gather targeted feedback from real users. It helps you understand user perceptions and preferences, enabling you to optimize your landing pages based on actual user input.

How Wynter helps with landing page optimization

• Collect targeted feedback from real users to understand their perspectives.
• Identify areas of confusion or friction on your landing pages.
• Use user feedback to make informed design and content decisions.
• Test different variations to see which resonates best with your audience.
• Improve overall user experience and boost conversion rates based on real insights.

9. UserTesting for watching recorded test sessions

UserTesting is similar to Wynter in that it’s focused on capturing real human insight, as they say on their site. Their platform lets you watch real users interact with your site and gather their feedback, and provides valuable insights into user experience, helping you identify and fix issues on your landing pages.

How UserTesting helps with landing page optimization

• Watch real users navigate your landing pages to understand their behavior.
• Gather direct feedback on user experience and identify pain points.
• Identify usability issues that might be hindering conversions.
• Use user insights to make data-driven improvements to your landing pages.
• Test different page variations to see which ones perform best based on user feedback.

10. Crazy Egg for doing a little bit of everything

Think of Crazy Egg as the Swiss army knife of landing page optimization tools. With their platform, you can do a little bit of everything—heatmaps, scroll maps, A/B testing, session recordings, etc. Once again, the more you know about how visitors are actually “using” your landing pages in their current form, the more context you’ll have on what to improve.

How Crazy Egg helps with landing page optimization

• Use heatmaps to see where users click and engage most on your pages.
• Analyze scroll maps to understand how far users scroll down your pages.
• Watch session recordings to observe user behavior in real time.
• Identify high-performing elements and areas that need improvement.
• Make data-driven decisions to optimize your landing pages for better conversions.

11. Chili Piper for scheduling sales meetings quickly

Landing page optimization doesn’t have to exclusively focus on the pre-conversion phase. What happens after a form is submitted is just as important as what happens before. If your post-conversion process right now is manually looking at form submissions every few days and cherry-picking a few that seem promising, you need a tool like Chili Piper.

Chili Piper is a scheduling tool that integrates with your landing pages to streamline lead management. It helps you automatically book meetings with prospects and enhance your lead conversion process.

How Chili Piper helps with landing page optimization

• Automatically schedule meetings with prospects directly from your landing pages.
• Reduce lead response time to improve conversion rates.
• Integrate seamlessly with your existing CRM and marketing tools.
• Enhance user experience by providing an easy and efficient scheduling process.
• Track and analyze lead engagement to make data-driven improvements.

12. Intercom for interacting with visitors in real time

Engaging with your visitors in real time can dramatically improve your landing page performance. Think of your landing page as a real-world store. If a potential customer walks in and there’s nobody around to help direct them toward what they’re looking for or answer their questions on the spot, chances are they’ll leave without buying anything. Landing pages are no different, and Intercom gives you that live 1-to-1 interaction ability.

Intercom is a customer messaging platform that allows you to interact with visitors through chat, bots, and emails. It helps you provide real-time support and personalized communication to enhance user experience.

How Intercom helps with landing page optimization

• Engage with visitors in real time through live chat.
• Use chatbots to provide instant support and gather user information.
• Personalize communication based on user behavior and preferences.
• Analyze interactions to identify common questions and issues.
• Improve user experience and boost conversions with timely and relevant engagement.

13. Ahrefs for SEO and keyword research

Aligning the content on your landing pages with what prospects are actually searching for is essential (and underrated) for landing page optimization. If the copy on your pages aligns with what visitors likely typed into Google to find you—which we call message match in the PPC world—your chances of converting will go up.

Ahrefs is a powerful SEO tool that can show you search volumes for specific keywords or topics, and tell you which related keywords your page (or your competitors’ pages) are also ranking for so you know how visitors are actually finding you (and them).

How Ahrefs helps with landing page optimization

• Conduct keyword research to identify terms your prospects are searching for.
• Analyze competitor landing pages to understand what’s working in your industry.
• Use content gap analysis to find opportunities to improve your landing page content.
• Track your landing page rankings to see how well they perform in search results.
• Optimize your landing page content to match user intent better and drive more traffic.

Next steps on using landing page optimization tools

For those keeping track, that’s 13 different tools you could add to your tech stack today that’ll help you with page building, A/B testing, data collection, copywriting, keyword research, customer experience—the list goes on.

You can think of these tools like LEGO blocks as well.

1. Build the pages: Unbounce.
2. Collect visitor insights: Google Analytics, Fathom, Heap.
3. Do audience research: Wynter, UserTesting, Crazy Egg, Ahrefs.
4. Integrate conversational tools: Chili Piper, Intercom.
5. A/B test and optimize the pages: Unbounce, VWO, Optimizely.

You can drill down into the details even further too as you go to focus on copywriting, traffic acquisition, popup design, and so on.

How Unbounce can help you build optimized landing pages beyond the builder

Before we wrap up, let’s take a deeper look into the Unbounce platform.

(Perks of writing the article, y’know?)

Like we said earlier, Unbounce is so much more than just a landing page builder. Yes,the builder is still awesome and a core piece of the platform, but understanding the other tools you have at your disposal as an Unbounce user is where the true 10x value gets unlocked.

A/B testing and experimentation

With Unbounce’s A/B testing features, you can easily compare different versions of your landing pages to see which performs best. Test headlines, images, calls to action, or quite literally anything else you can think of to find out what drives more conversions.

AI copywriting

Struggling to get started with copy for your pages? Unbounce’s AI-powered Smart Copy tool solves this by generating optimized copy for you in seconds. Just input a few details to describe what you want and Smart Copy will do the rest.

AI traffic optimization

After your landing page and test variations are live, what next? Unbounce’s AI traffic optimization tool, Smart Traffic, can automatically direct visitors to the page variant most likely to convert using AI. By analyzing visitor behavior in real-time, Smart Traffic boosts your conversion rates without any extra effort from you.

Plug-and-play templates

Staring at a blank page can be daunting when you need to create a landing page for your next marketing campaign (even more so when the clock’s ticking).

The good news is your Unbounce account unlocks 100+ plug-and-play landing page templates that solve this for you. Just pick the template that fits best, easily customize it to fit your needs, and you’ll be well on your way to creating a high-converting landing page, saving you time and stress.