As a marketer (or business, for that matter), your website’s conversion rate is one metric you can never be satisfied with. Therefore, it’s a metric you’re looking to improve every day you get to work.

But how well do other websites convert? According to WordStream, the average conversion rate of a landing page is 2.35%.

Having said that, whether your website’s conversion rate is 2% or 20%, there’s always – and I do mean always! – room for improvement. However, to achieve this, you need the right tools.

In this blog post, discover 5 valuable tools that will help boost your website’s conversion rates.


This is a conversion tool that helps you to convert your visitors into leads and leads into customers. The first and unique feature you’ll find on CANDDi is the ability to identify your website visitors.

Undoubtedly, knowing your visitor will provide insights to convert them while they’re on your website. Some details you’ll find about your visitors include their:

  • Name and location
  • Employer/Company
  • Number of visits and time spent on site
  • Number of activities on site
  • Grade and score

With these details, you can easily track your visitors’ engagement levels and understand the kind of offers likely to attract them. Additionally, you can identify the company and group visitors from the same company.

CANDDi Capture pop-up forms allow you to capture visitors’ details, get feedback, and nurture leads with content. To make your form creation easier, CANDDi has a simple form builder to create unique forms.

Apart from this, you can set targeting options for your forms based on different demographics. Likewise, you have the option to select actions that will trigger a pop-up or use a time delay.

Also, this tool allows you to integrate with your favorite live chat tools. This way, you can increase interactions, answer visitors’ queries, and increase their chances of becoming a lead or customer.

More so, you have the ability to integrate with your CRM software to nurture your contacts until they become customers. Finally, CANDDi allows you to track ROI to discover actions that contribute more to your company’s revenues.

2. Instapage

Building landing pages is a vital step to increasing your website’s conversion rates. In fact, HubSpot found that companies that increased the number of their landing pages from 10 to 15 achieved a 55% increase in lead generation.

Fortunately, Instapage provides all the features you need to build and optimize your landing pages for optimum conversions.

First, you have access to the simple drag-and-drop page builder that allows you to add different page elements to your page. Even with little technical skills, you can pick any of the over 200 templates and still build professional landing pages.

After building your page, Instapage’s Thor render engine ensures that your landing page loads fast to improve conversions. Additionally, these pages are mobile-responsive and you can create AMP landing pages for mobile organic traffic.

Another useful feature for your marketing campaign is dynamic text replacement for PPC landing pages. With this, you can match a visitor’s search term to your landing page copy. You’ll also discover that this tool lets you create lead capture forms and exit-intent pop-ups on your landing page.

Added to these, Instapage allows you to carry out A/B tests on different page elements to increase conversions. Likewise, the heatmaps provide insight into how visitors interact with your landing page.

If you work with team members or clients, the collaboration feature makes it easy to build your pages. Lastly, Instapage provides integrations that allow you to process your leads with other marketing tools.

3. Crazy Egg

Running experiments is vital to improving your website conversion rates. This way, you’ll know what works for your audience and do more of it.

Fortunately, Crazy Egg is one of the best tools you can use to test various elements of your website pages. The tool lets you select a goal for your test such as:

  • Sell more products
  • Get more registrations
  • Generate more leads
  • Get more page views

Through the A/B tests, you can experiment with different ideas to find the best conversion for your website. To get more ideas, Crazy Egg provides features that give insight into user behaviour on your website.

For instance, the heatmaps show the page elements visitors click most on a page. With these, you have an idea of where to place the most important page elements.

Also, the confetti allow you to track individual user clicks based on different metrics (e.g. referral source). As a result, you’ll see how visitors from a particular source converts on your website.

Another vital feature is recording which shows how users navigate your website. Other features include the scroll map, overlay, and more that help to track user behaviour and get ideas for experiments.

4. Bunting

Over the years, personalization has grown in popularity because of its effectiveness at converting visitors. For instance, look at this page for a visitor:

And this for another visitor:

It’s easier to convert each user as they’re viewing the products they want. With Bunting, you can personalize your website for visitors among other features.

This tool allows you to display product recommendations according to the visitor’s browsing history or past purchases. Likewise, you can display the top/best-selling products in the current category a shopper is viewing.

Added to this, Bunting allows you to personalize your pages based on over 100 targeting metrics. This way, you can use important metrics for your business to personalize your pages.

In addition, Bunting provides social proof tools that take your prospects over the line. Examples of these include your stock level, the number of current viewers, and a countdown to take a deal.

For every eCommerce website, cart abandonment is a big issue. Luckily, Bunting tackles this in two ways. First, you can set exit-intent pop-ups with an attractive offer to prevent a prospect from leaving.

Second, you can create a personalized email sequence to remind a buyer of their abandoned cart and encourage them to complete their purchase.

In addition to Bunting Personalize, the tool has other features such as ShopWith for referral marketing, Shopcast for live video shopping, and LiveChat to interact with visitors.

5. ActiveCampaign

Email marketing has been one of the most popular for personalization over the years. And with ActiveCampaign, you have a simple but robust tool for email marketing automation.

The tool allows you to set up email sequences that are triggered when your leads meet conditions. Added to this, you can personalize each email with your contact details.

To create your emails, you have access to over 25 professional email templates. Moreso, ActiveCampaign has the site tracking feature which allows you to track your subscriber’s behavior on your website. Based on their actions, you can send messages to convert them.

Apart from that, this tool allows you to carry out split-tests to see your best-performing emails. And you can create sign-up forms on your website pages to capture more leads.

Another useful feature is the reports that show the performance of your email campaigns and team members. If you use other marketing tools, ActiveCampaign provides integrations so that you can connect with them.

Added to email marketing, ActiveCampaign also has marketing automation and CRM features which allow you to score leads and nurture them until they convert.


Your website’s conversion rates provide a clear view of your website’s performance. No matter how you interpret data, conversion rates will always be a key performance indicator.

In light of this, you need to leverage the right tools to improve conversions: use them to offer better experiences to your visitors and to become more proactive with your leads and prospects.

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