The ultimate list of landing page optimization tools and software to boost conversions

Landing pages contribute to a major increase in your conversion rate and revenue—as long as you keep them optimized with a fantastic user experience (UX), irresistible offers, and enticing calls to action (CTAs).

But how do you create this fantastic experience? With landing page optimization (LPO) tools designed to help you measure, improve, and perfect your pages.

Building and optimizing an effective landing page may seem daunting at first. But with the right landing page optimization software, your job becomes a whole lot easier.

This article gives you six landing page optimization tools that offer a variety of features to help you build, test, analyze, and tweak your pages for maximum performance.

The 6 best tools and software to transform your landing page

Optimizing your landing pages involves a bit more than just changing the colors and copy of CTA buttons and running a few A/B tests. You need a strong set of tools to measure overall performance, identify user issues, and improve your pages to drive more conversions.

• Provide comprehensive insights: Qualitative and quantitative data both have a role to play in LPO: quantitative data provides facts and figures that explain the ‘what’ behind landing page performance, but you need qualitative insights to fill in the gaps about ‘why’. Together, they give you a rich portrait of what your visitors want and need.

• Prioritize mobile optimization: LPO tools should optimize landing pages and provide a great user experience on every possible device a customer can access. Over 50% of website traffic comes from mobile, so making your landing pages responsive is essential to convert this substantial number of visitors.

• Enable seamless integrations: The more comprehensive your optimization tool, the easier it is to create and optimize landing pages that get the job done. Ensure your lead-generating landing pages seamlessly connect with your lead-nurturing, sales, and customer management software for effective conversions.

Here’s a list of six of the best landing page optimization software on the market. Let’s see how you can use each to optimize your landing page for more conversions.

1. Unbounce: build conversion-ready landing pages

The key to a high-converting landing page is to have a good foundation. With its drag-and-drop visual editor, Unbounce is an easy-to-use landing page builder ideal for small businesses, large-scale corporations, and entrepreneurs alike—no tech-savviness or coding skills needed.

Unbounce is a fantastic drag-and-drop landing page builder

How to use Unbounce for LPO

Unbounce boasts tons of built-in features you can use to: 

• Customize landing pages and create different variants to conduct A/B testing experiments 

• Generate lead gen forms that engage website visitors and potential customers 

• Refine your digital marketing campaigns for maximum efficiency using smart traffic optimization 

• Factor in mobile optimization to instantly create responsive landing pages for increased growth

• Generate sticky bars and pop-ups to spread relevant promotions and campaigns to landing page visitors

• Follow the performance of your landing pages with a built-in analytics system

🔥If you’re using Contentsquare

Connect Contentsquare with Unbounce to see how your visitors really use your landing pages. Optimize your conversion rate using heatmaps, replays, funnel analytics, surveys, and more to:

• Understand user behavior and needs: study users as they engage with your Unbounce landing pages to develop a deeper understanding of their needs with qualitative and quantitative data

• Make the right changes with reliable insights: gather a constant stream of unbiased,  in-the-moment user feedback with unobtrusive widgets, so you can make changes to elevate the experience

2. Contentsquare: track and optimize your visitors’ landing page experience

One of the best ways to optimize landing pages is to understand how visitors navigate them. Contentsquare (hi there!👋) is an experience intelligence platform that maps out how users interact with the elements on a website, web app, or any digital product—and helps you understand why.

Integrate Contentsquare’s suite of digital experience tools for optimal LPO

How to use Contentsquare for LPO

Signing up with Contentsquare means you’ll get access to

• Heatmaps that show you where your visitors spend the most time, where they click, and how far down they scroll, to determine their interest in landing page elements

• Session replays of user visits to watch how people interact with your landing page, so you can see exactly what’s going on at specific points in time. You also get advanced filters to see events like u-turns and rage clicks 

• Voice of customer feedback and survey tools to interact with your audience in real time to guide optimization efforts moving forward

• User interviews to get a pulse on how your audience feels about and what they expect from your landing pages

• User tests to test landing pages and see how people complete tasks on your pages

And more.

3. Google Analytics: monitor page stats

Keeping on top of web analytics is essential in knowing where you start and end in your landing page optimization process. If you want to evaluate how your landing page metrics are performing, Google Analytics (GA) is a great place to start.

An example of a Google Analytics dashboard

How to use Google Analytics for LPO

GA has a dedicated section just for finding out more about your landing page stats, where you can:

• Access data on key landing page metrics, such as conversion rates, bounce rate, time on page, page speed, new vs. returning users, performance by channel, and behavior by device

• Determine a baseline to see if your optimizations have a positive impact

• Use Key Performance Indicator (KPI) analysis to measure the effects of your changes

• Analyze user behavior based on demographics, acquisition data, behavioral data, and referral sources

• Use Google Ads and bounce rate tools to calculate and show user interaction and satisfaction figures

💡Pro tip: make sure you’re on top of your mobile landing page optimization by checking your site with Google’s PageSpeed Insights. 

This tool provides you with a complete analysis, including a Core Web Vitals assessment on what your visitors are experiencing, a Diagnostics section that highlights any possible website issues, and an Opportunity section that offers suggestions to improve your site’s performance.

A snapshot of Google’s PageSpeed Insights

🔥If you’re using Contentsquare

Use the Contentsquare-Google Analytics integration to reveal the user behavior behind your numbers. Find out what is happening in Google Analytics, and understand why in Contentsquare.

This integration enables you to drill through your GA data to see your users' actual experience inside Contentsquare, so you can use those insights to optimize your landing pages. Here’s how:

• Watch replays of how users are behaving behind a spike or drop-off in GA to spot patterns and get an in-depth understanding of the issue

• Use Google Analytics Events to filter heatmaps to see what's getting clicked on or ignored by visitors who triggered a specific event

• Trigger a Contentsquare survey or feedback widget when a specific user action fires a GA event

Google Analytics tells you there is a problem, and Contentsquare helps you understand it. Together, they enhance your quantitative data with qualitative insights and lend support to your LPO strategy for an optimized landing page experience.

Gather feedback from users with Contentsquare

4. Ahrefs: perform landing page Search Engine Optimization (SEO)

People who are searching for keywords connected to your offer need to easily find you online. To ensure that happens, devote some attention to Search Engine Optimization (SEO) by using a tool like Ahrefs.

Ahrefs is one of the top tools for SEO management

How to use Ahrefs for LPO

Leverage Ahrefs’s features to increase organic search traffic and optimize your landing page SEO:

• Use the Keywords Explorer feature to identify thousands of keywords, analyze how difficult it is to rank for them, and work out their traffic potential

• Incorporate relevant keywords strategically throughout your landing page in your headings, body text, anchor links, image alt text, metadata, and social proof

• Secure good backlinks to your page to boost search engine rankings organically by using the Keyword Difficulty (KD) score and the SERP overview in Ahrefs Keywords Explorer

💡Pro tip: use Contentsquare Heatmaps to see engagement zones, optimize content, and discover opportunities for SEO.

Analyzing heatmap data is a great way of identifying LPO issues. And with engagement zones, search engine optimization opportunities have become even easier to track. 

This feature combines click, move, and scroll heatmaps in one simple view, so you can see which parts of a page get the most engagement. Spot things like:

• Elements buried at the bottom of a landing page that still—when seen—get engagement 

• Images that don’t get clicks but wow your users overall 

• Page sections that distract your users and lead them off track 

Use these insights to track visitors as they interact with your landing page and optimize your content and SEO accordingly.

You can collect heatmap data on any website page on desktop and mobile devices, and visualize it in different ways

5. Optimizely: A/B test and experiment with landing pages

There’s no optimization without experimentation, and that goes for landing pages as well. Showing your audience different versions of your pages and comparing results—also known as A/B testing or split testing—is a key step in improving your landing page experience and performance. Use Optimizely to create, test, and optimize content for your target audience.

Optimizely is a fantastic tool to make every one of your users’ landing page experience the best one

How to use Optimizely for LPO

As an A/B testing tool, Optimizely offers a number of features for experience testing, experimentation, and personalization you can leverage to improve your landing page. Here’s how:

• Design landing page variations quickly and easily with the help of a drag-and-drop visual editor 

• Run multiple content experiments on the same page without impacting load times

• Randomize users or determine specific user groups for the rollout of new landing page elements or features

• Deploy changes to your visitors with just the click of a button

• Integrate your results with some of the most powerful tools online, including Google Analytics, Contentsquare, and Adobe Analytics

🔥If you’re using Contentsquare

Get deeper insights from your A/B tests to optimize your UX with Contentsquare’s Optimizely integration. Optimizely gives teams a no-code solution for setting up and managing A/B and multivariate testing, while Contentsquare’s tools help you understand the nuance of users’ experiences throughout your experiments.

Combining your Optimizely tests with Contentsquare’s Session Replay and Voice of Customer tools helps you understand how users engage with and react to different versions of your landing page. Here’s how to use them together for LPO:

• Watch your users interact with different versions of your landing page with replays and really understand their full experience 

• Hear what users are thinking and feeling with voice of customer feedback as they explore different variations

• Get user insights to find opportunities, formulate hypotheses, and inform further A/B and multivariate experiments

A Contentsquare replay

6. Hello Bar: maximize lead gen pop-ups

Most landing pages have one main goal—to collect as many leads as possible. A no-code pop-up builder tool like Hello Bar allows you to gather leads, offer discounts, provide lead magnets, and share blog posts or updates about your company from the comfort of the hovering bar at the top or bottom of your page.

Hello Bar targeting helps you show the right message to the right person at the right time

How to use Hello Bar for LPO

Hello Bar is designed to convert more visitors into customers. Here’s how to use this tool to enhance your landing pages:

• Use the intuitive and user-friendly editor interface that requires no technical knowledge to easily create a banner or floating bar that will appear at the top or bottom of your visitor’s browser 

• Leverage the bar to provide a lead magnet, get email subscribers, offer a discount, share updates about your company, or recommend your most popular blog posts

• Provide a non-intrusive lead generation form that tracks your visitors as they scroll and experience your landing page

• Link your landing page using the bar across your website with an attractive call to action

• Integrate with popular tools like Mailchimp, Zapier, and Salesforce

💡Pro tip: even if you've used all the techniques and tools above and created an amazing landing page, you still need to track results and iterate to learn more about your audience and improve LPO results over time.

If you don’t measure each element’s performance on your landing page, you’ll never know if it’s properly optimized. As you go along changing and improving elements, ensure you track their performance, analyze results, and adapt your LPO strategy.

For example, if you’re using Contentsquare Surveys to capture in-the-moment feedback on your landing page.

An example of Contentsquare Survey responses

Next steps for landing page optimization tools

The right combination of landing page optimization tools depends on what you’re trying to accomplish. Some of these tools allow you to build assets with a codeless drag-and-drop editor and landing page templates, while others focus exclusively on heatmaps, replays, reports, and analytics.

The good news is many of these landing page optimization tools work together to help you create a step-by-step landing page optimization roadmap—from building your landing pages, to tracking the visitor's experience, and experimenting with new and more effective ways of optimizing them.

FAQs about landing page optimization tools