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If you're still guessing what drives conversions, you're leaving money on the table.
With the right conversion rate optimization (CRO) software, you don’t need to guess. You can test, personalize, and tweak every part of your site until it performs.
This article covers the must-have tools for A/B testing and personalization. The kind that helps you optimize like a pro and convert more visitors into customers.
What is CRO Software for Marketers?
CRO stands for conversion rate optimization. It’s a way to improve your site so more visitors take action, whether that’s buying a product, signing up, or booking a call.
CRO software helps marketers do this with tools that test, track, and personalize. You can test everything from headlines to page layouts and calls to action.
Marketers use CRO tools to:
- Try different versions of a page
- See where users click or leave
- Personalize content based on visitor behavior
- Collect feedback and measure what works
Although CRO covers many areas, this guide focuses on tools that let you A/B test and personalize (because these are the core of conversion-focused marketing).
Best CRO Software For Marketers: Our Top Picks
Now that you know what CRO software does, let’s go over the tools worth your time.
To build this list, we looked at ease of use, user experience, pricing, support, and how well each tool helps you take action. We also considered whether the features are beginner-friendly or built for more advanced marketers.
Each tool on this list offers a different strength, but all of them are built to help you improve your site and get better results.
1. Relevic
Not to brag, but we built Relevic to be the kind of CRO tool we wanted ourselves. It’s fast, flexible, and made for marketers who want to personalize every visit without waiting on developers. You can run A/B tests, tailor content by campaign, and update layouts in just a few clicks.
Our platform uses a unique visual campaign canvas to bring personalization and testing together. Using our easy drag-and-drop editor, you can create multiple page variations, run split URL tests, multivariate experiments, and multipage campaigns, all without coding. The visual interface lets you define traffic allocations, set test durations, and measure statistical significance to identify true winners.
Relevic includes built-in filters to help you segment by:
It works with Shopify, WordPress, Webflow, and other major platforms. And yes, there’s a free plan so you can start without committing upfront.
2. SearchPilot
SearchPilot lets you test changes to your website and see what helps more people find you on search engines. You can try different titles, layouts, and page content. Then check which version brings better results. It also helps you follow your rankings and create simple reports to keep track of what you’ve tested.
Server-side SEO tests are the hallmark of SearchPilot. You can run experiments that split pages (not users) to ensure search engines and visitors see the same version. Their proprietary algorithm filters out seasonality and algorithm updates, detecting even small traffic changes while providing statistically significant results you can use to build business cases
SearchPilot also lets you:
- Change and test content without writing code
- Make rule-based changes across page sections
- Test across multiple domains and link structures
This tool is a good fit for teams focused on driving results through organic search marketing.
3. Hotjar
A lot of visitors click around your site, but you aren’t sure what’s stopping them from converting. Hotjar is a CRO tool that reveals what users do and how they feel while browsing your pages. It shows heatmaps to track where people click, move, and scroll. You can watch real sessions to see where users get stuck or lose interest.
Hotjar makes your A/B testing and personalization efforts much more effective. Instead of guessing what to test, you can use Hotjar's recordings to spot exactly where users struggle with your current design. This helps you create test variations that actually solve real problems.
Hotjar also includes:
- Heatmaps and recordings to track user actions
- On-site surveys and feedback tools
- Funnel reports to spot problem pages
Overall, Hotjar is great for understanding what’s happening on your site before you decide what to change.
4. Adobe Target
Some tools are built for small teams. Adobe Target is built for businesses with a lot going on. It helps you test and personalize digital experiences across your website, app, emails, and more. That helps you deliver the right content to the right people at the right time.
Adobe Target excels at A/B testing and personalization for enterprise-level needs. You can easily create different versions of your pages to see which designs or messages convert best. Its AI-powered personalization automatically tailors content to different audience segments based on their behavior and preferences. The visual editor lets you make changes without coding, while robust analytics show you exactly how each variation performs.
Adobe Target also offers:
- Integration with Adobe Analytics for deeper insights
- Advanced targeting for specific audience segments
- AI-powered recommendations to boost engagement
- Visual experience composer for code-free testing
This CRO tool is ideal for larger businesses that need sophisticated personalization and testing capabilities across multiple digital touchpoints.
5. Heap
Let’s say people are signing up for your product, but you’re not sure what got them there.
Did they click a button on the homepage? Did they visit the pricing page first? Heap helps you find out without setting anything up ahead of time. It also tracks clicks, page views, and other actions as soon as someone visits your site. You don’t need to create events or write any code. You can ask questions in plain words. Heap’s AI CoPilot gives clear answers and helps you explore what users are doing.
What makes Heap valuable for testing is that it captures every user interaction automatically. You can see exactly how users behave differently in each variation and create targeted segments for personalization based on real behavior patterns. This helps you understand not just which test won, but why it won and how to personalize experiences for different user groups.
Heap lets you:
- Tracks clicks, views, and actions automatically
- Shows full user journeys and drop-off points
- Lets you ask questions and get simple answers
Heap is great when you want clear data without extra setup. It helps you learn what people do and why it matters.
6. Optimizely
You want to launch a big homepage change. But what if it hurts your numbers?
With Optimizely, you don’t have to guess. You can test one version next to another and let the results decide.
It’s made for teams that need to test across large websites, apps, or product features. You can try changes without touching code or run deeper tests behind the scenes. You can also show different content to different groups and track how each one reacts.
Optimizely also lets you personalize your site based on who's visiting. For example, if someone has been to your site before and bought running shoes, you can show them new arrivals in running gear right on the homepage. For someone who's never visited, you might show an email signup with a 10% discount instead. Plus, you can test different personalized experiences to see which ones actually drive more sales or signups for each specific customer group.
Optimizely can:
- Work with or without coding
- Support multi-page and feature-level testing
- Help teams track results across channels
Optimizely works well when you're making big decisions and want to back them with real results.
7. Statsig
For marketers closely working with product teams, Statsig is a CRO tool that helps you test ideas before going live.
If you’re planning a new pricing page, a different sign-up flow, or a feature inside your app, you can use this tool to test with a small group first.
The results show what works and what needs to change. You can fix problems early and roll out updates only when you’re ready. Statsig lets you control who sees what, and all the results stay in your own system.
The tool makes A/B testing and personalization feel seamless rather than technical. Their feature flags let you instantly switch experiences on or off for specific users without needing to deploy new code each time. This makes it practical to personalize experiences based on user behavior, location, or account type without bogging down your CRO team.
Other notable features of this tool include:
- Ready-to-use templates for quick test setup
- Holdout groups to measure true impact
- Easy integration with tools like Mixpanel or Amplitude
Statsig is an excellent choice for marketers who test changes tied to product experience and want clear answers before rolling them out.
Ready to Turn Visitors into Conversions?
You’ve seen the tools. Now it’s time to use them.
CRO software helps you test ideas, find what works, and make your site better for every visitor. You don’t need to guess what will boost clicks or sign-ups. You can know for sure.
If you’re ready to try it, start with Relevic. It’s easy to set up. No code needed. Just test, personalize, and see what works.
Or just say hi. We love marketers who like to experiment.
