The Get It Done Guide To Conversion Rate Optimization (CRO): Part 4

13 May 2022

What tools do you need?

Conversion Rate Optimization involves strategy – both analytical and UX-focused. In order to get the right data to measure your customer’s journeys, you’ll need the right tools in place. Let’s explore a few of the tools we frequently work with. That way, you can better understand what capabilities you might want to add to your tech stack.

Keep in mind that this is not an exhaustive list!


User Experience Tools

Conversion Rate Optimization Tools

How can we combine these tools?

Below we discuss an example of integrating Respondent, eSurvey, Adobe Analytics, Google Analytics & Content Square for User Journey Mapping.

Adobe Analytics and Google Analytics 


How we use it for User Journey Mapping: Analyzing data to understand the online behavior of our customers is a fundamental part of our methodology. Analytics platforms, such as Adobe Analytics or Google Analytics, provide data points about that help us make important decisions. For example, we can learn about who website visitors are, what channel brought them to our page (i.e. search or email campaigns), the journey they take on-site from initial visit through purchase, and any pages where thre is a significant bounce rate.



How we use it for User Journey Mapping: When you create user journey maps, it’s essential to really get into the mindset of the consumer. Likely, you have looked at your own website hundreds if not thousands of times. A site like UserTesting can help you actually watch a customer try out your booking form or read your latest newsletter. This really helps you understand user behavior, needs, and pain points, as the tool helps you pay users to test your site. Then, it records the user’s facial expressions, scrolling activity, and even what they say while they’re navigating. What better way to really understand how people use your site or product?



How we use it for User Journey Mapping: ContentSquare is a digital experience insights platform that helps us to quickly visualize how our page visitors interact with our site. For example, the tool can be used to visualize if users are clicking on an area of the page that’s not meant to be clicked. Or, it can show us exactly which elements of a page receive the most interactions. In this way, it empowers marketers to make data-driven decisions to optimize the user journey. Other features inclue customer journey analysis and session replay, to really understand the buyer journey.


These are just a few examples of tools (and combinations of tools) that you could use to improve user experience on your site. By carefully selecting which ones you use, and how you integrate them, you will have a wealth of data. This data can be used to optimize different parts of your site, which we’ll discuss in the next installment of this series. 

It can seem overwhelming if this is your first time getting into CRO (or even if you’ve done it many times before!) That’s why we have a team of experts dedicated to helping you choose the right tool and get it set up in the most efficient way.

To learn more, send us an email to or get in touch with our team via We look forward to hearing from you!