Best Conversion Rate Optimization Tools (2026): CRO Tools by Job and Price
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Conversion rate optimization tools show you why visitors leave without buying, signing up or calling, and help you test changes that get more of them to act.
No single CRO tool does everything. Below we compare nine conversion rate optimization tools by the job each one does, what you pay for (pageviews, events, companies, phone numbers or survey responses) and what the AI features include, with prices checked on November 4, 2026.
The short answer
For heatmaps and recordings, pick Crazy Egg ($29/mo, billed yearly). For large A/B testing programs, VWO (custom pricing). For free product analytics, Amplitude. To see which companies visit, Leadfeeder. For calls from ads, CallRail or WhatConverts. To ask visitors why, Survicate.
Quick picks
| Tool | Best for | Starts at | You pay for | Free option |
|---|---|---|---|---|
 Crazy Egg | Heatmaps and session recordings on a small budget | $29/mo Starter, all plans billed yearly | 5,000 tracked pageviews a month | Free plan; 30-day trial on every paid plan |
 VWO (Wingify) | Dedicated A/B testing and personalization programs | Custom pricing quote only | Custom proposal per product | 30-day trial, no credit card (per the homepage); no free plan |
 Amplitude | Free product and web analytics with funnels | Free Plus “starts at $0” and scales with events | 2M events a month free | Free plan with no time limit, no credit card |
 Databox | KPI dashboards and an AI analyst across your tools | $71/mo Analyst, billed yearly; $89 month to month | 1 user, 5 data sources, 150 AI credits | Free plan (1 user, 3 data sources); 14-day trial, no card |
 Leadfeeder | Seeing which companies visit a B2B site | €79/mo Discover, billed yearly; €113 month to month | Up to 50 identified companies a month | Lite plan free (last 100 companies a month); 14-day trial |
 CallRail | Call tracking with AI call insights | $50/mo Lead Tracking, billed monthly | 5 local numbers, 250 minutes, 25 texts | 14-day trial, no credit card; no free plan |
 WhatConverts | Cheaper call, form and chat lead tracking for agencies | $30/mo Call Tracking, billed monthly | Up to 148 call leads, $30 usage credit | 14-day trial; no free plan |
 Survicate | On-site and in-product surveys that ask why visitors leave | $56/mo Growth, billed yearly, 100 responses a month | Responses a month | Free plan (25 responses a month); 10-day trial, no card |
 SurveyMonkey | Longer customer surveys and market research | $39/mo Advantage, $468 billed yearly; Standard is $149 month to month | 15,000 responses a year | Basic plan free (limited responses); no trial mentioned |
Entry plans. List prices before tax, read on the vendors' pricing pages on November 4, 2026; Leadfeeder's prices are shown in euros on its page and are not converted.
The CRO stack, explained
Most CRO work follows four steps. Each tool here covers one or two of them, so the right buy depends on which step you are missing.
| Step | Question it answers | Tools here |
|---|---|---|
| 1. Measure | Where do visitors drop off, and which source sends leads? | Amplitude, Databox, Leadfeeder, CallRail, WhatConverts |
| 2. Observe | What do people click, scroll past or get stuck on? | Crazy Egg (Amplitude also has session replay) |
| 3. Ask | Why didn't they buy, in their own words? | Survicate, SurveyMonkey |
| 4. Test | Does the new version actually convert better? | VWO, Crazy Egg Plus and above |
If you are starting from zero, steps 2 and 3 usually find the clearest problems fastest, and they cost less: Crazy Egg Starter plus Survicate's free plan comes to $29 a month billed yearly ($348 a year).
What AI actually does in these tools
Every vendor here now markets AI. In practice it does three things: summarizes what visitors or callers did, groups open-text answers into themes, and answers questions about your data in plain language.
| Tool | AI on the entry plan | More AI on higher plans |
|---|---|---|
| Crazy Egg | AI analysis of heatmaps and recordings | Export heatmaps and recordings to AI tools (Pro, Enterprise) |
| VWO | Wingz AI Core: hypotheses, test setup, reporting; AI text recommendations | Wingz Advanced (paid): MCP server, AI workflows, synthetic A/B tests |
| Amplitude | AI agents, Global Agent, 2,000 AI Feedback records a month, MCP server | AI recommendations (Growth, Enterprise); AI replay summaries are an add-on |
| Databox | Genie AI analyst with 50 credits (Free) or 150 (Analyst) | 500 to 1,000 credits, routines and custom skills (Team) |
| Leadfeeder | AI reports and plain-English questions (Discover) | AI list building and enrichment on credits (Activate, Scale) |
| CallRail | Call transcription and AI conversation insights | Call summaries, sentiment and automatic conversion tagging ($150+) |
| WhatConverts | AI Lead Analysis of transcribed calls (in the 2¢/min transcription rate) | Automatic lead qualification rules (Elite) |
| Survicate | AI survey creation and AI categorization of answers | AI follow-up questions and sentiment (Pro, Enterprise) |
| SurveyMonkey | “Build with AI” on the free plan | “Analyze with AI” and thematic analysis (Advantage and up) |
From each vendor's pricing and product pages, checked October 30 to November 4, 2026.
What a year costs
Because each tool bills by a different unit, compare a year on the entry paid plan, then check whether that plan's limit fits your traffic.
| Plan | Limit | Billed yearly | Billed monthly, 12 months |
|---|---|---|---|
| Crazy Egg Starter | 5,000 pageviews/mo | $348 ($29 × 12) | Not offered |
| WhatConverts Call Tracking | 148 call leads | Not listed | $360 ($30 × 12) |
| SurveyMonkey Advantage | 15,000 responses/yr | $468 | Standard: $1,788 ($149 × 12) |
| CallRail Lead Tracking | 5 numbers, 250 min/mo | Up to 10% off; not listed | $600 ($50 × 12) |
| Survicate Growth / Starter | 100 responses/mo | $672 ($56 × 12) | Starter: $1,068 ($89 × 12) |
| Databox Analyst | 1 user, 5 sources | $852 ($71 × 12) | $1,068 ($89 × 12) |
| Leadfeeder Discover | 50 companies/mo | €948 (€79 × 12) | €1,356 (€113 × 12) |
| Amplitude Free | 2M events/mo | $0 | $0 |
List prices before tax, checked November 4, 2026. Usage beyond each allowance (extra numbers, minutes, responses) costs extra. VWO is quoted on request. Leadfeeder in euros as shown on its page.
Two example stacks: a small online store could run Crazy Egg Starter with Survicate's free plan and Amplitude's free plan for $348 a year. A local service business that gets leads by phone and form could pair WhatConverts Plus ($60 a month, $720 a year) with Crazy Egg Starter ($348) for $1,068 a year.
How we chose
We compared CRO and analytics tools we have profiled from their official pricing and product pages, and re-read each pricing page with a US-based check on November 4, 2026; the figures matched our profiles from October 30 and November 1. We haven't tested these tools hands-on, so we can't tell you which one lifts conversions most. We tell you what each plan includes, who it suits and what you pay.
We picked each tool for a different job rather than ranking them on one scale. Where a pricing page contradicts itself, as CallRail's does on its starting price and Databox's does on account packs, we say so and use the plan cards.
Crazy Egg: best for heatmaps and session recordings on a small budget
Website heatmaps, session recordings, A/B testing, surveys and web analytics, with AI analysis of heatmaps and recordings on every paid plan.
- Starts at
- $29/mo, Starter, all plans billed yearly
- CRO step
- Observe
- You pay for
- 5,000 tracked pageviews a month
- AI
- AI analysis of heatmaps and recordings on every paid plan
- Free option
- Free plan; 30-day trial on every paid plan
The entry plan includes:
- 5,000 tracked pageviews a month, 5 heatmap reports and 50 recordings stored for 6 months
- AI summaries of what visitors do on a page
- Web analytics, conversion analytics and on-site surveys
- Unlimited website domains and team members
A/B testing starts on Plus ($99 a month, 150,000 pageviews, 75 heatmap reports, 1,000 recordings). Pro is $249 and Enterprise $599 a month. There are no overages: when you hit a limit, tracking pauses until the 1st of the next month.
Who it's for: Small sites and stores that want to see where visitors click, scroll and drop off, then run simple A/B tests later.
Skip it if: Your site gets far more than 5,000 pageviews a month and you only want Starter: tracking will pause mid-month.
Visit Crazy EggRead the Crazy Egg profile and pricing
Source: crazyegg.com/pricing, checked November 4, 2026
VWO (Wingify): best for dedicated A/B testing and personalization programs
Experimentation platform formerly sold as VWO, now Wingify after VWO and AB Tasty united: A/B and multivariate tests, personalization, behavior analytics and Wingz AI.
- Starts at
- Custom pricing, quote only
- CRO step
- Test
- You pay for
- Custom proposal per product
- AI
- Wingz AI Core included free; Wingz Advanced is a paid upgrade
- Free option
- 30-day trial, no credit card (per the homepage); no free plan
The entry plan includes:
- Visual and code editors with unlimited experiments, variations and metrics on Growth
- Multi-arm bandit tests, rollouts and a QA assistant
- Wingz AI, which proposes hypotheses, sets up tests and reports results
- AI text recommendations that draft new versions of your page copy
vwo.com now redirects to wingify.com after VWO and AB Tasty united. Its plans page lists Growth, Pro (adds multivariate and cross-domain tests) and Enterprise, and says “No fixed plans. Just a custom proposal”. Behavior analytics, personalization and feature experimentation are separate products that can be bundled.
Who it's for: Teams with steady traffic that test every week and need targeting, guardrail metrics and approval workflows.
Skip it if: You want a published price before you talk to sales, or you run one test a quarter.
Visit VWO (Wingify)Read the VWO (Wingify) profile and pricing
Source: wingify.com/pricing, checked November 4, 2026
Amplitude: best for free product and web analytics with funnels
Product and web analytics platform with session replay, experiments, feature flags, in-app guides and surveys, plus AI agents, AI Feedback and an MCP server for AI tools.
- Starts at
- Free, Plus “starts at $0” and scales with events
- CRO step
- Measure
- You pay for
- 2M events a month free
- AI
- AI agents, AI Feedback (2,000 records a month) and an MCP server
- Free option
- Free plan with no time limit, no credit card
The entry plan includes:
- 2 million events a month and unlimited seats
- 10,000 session replays a month and 1 active experiment
- Funnels, retention, cohorts and web analytics
- AI agents and Global Agent to ask questions about your data
Plus includes the first 2 million events a month free, then charges by event volume; the page shows a bill estimator, not a per-event rate. Growth and Enterprise are custom, event-based plans. The Free plan has 1 year of data access, 10 saved charts and no customer support.
Who it's for: SaaS and app teams that need to know which steps users drop out of, and can send events from their product.
Skip it if: You want insight without any tracking setup, or you need support on the free tier.
Visit AmplitudeRead the Amplitude profile and pricing
Source: amplitude.com/pricing, checked November 4, 2026
Databox: best for kPI dashboards and an AI analyst across your tools
Analytics and reporting platform with 130+ integrations, dashboards, goals and Genie, an AI analyst that answers questions about your data in plain language, plus an MCP server.
- Starts at
- $71/mo, Analyst, billed yearly; $89 month to month
- CRO step
- Measure
- You pay for
- 1 user, 5 data sources, 150 AI credits
- AI
- Genie AI analyst from the Free plan; MCP server from Analyst
- Free option
- Free plan (1 user, 3 data sources); 14-day trial, no card
The entry plan includes:
- 5 data sources and 1 user
- 150 AI credits a month for Genie, which answers questions about your data in plain language
- Custom data integrations, API access and an MCP server
- 130+ integrations, per the homepage
Team Core is $199 a month billed yearly ($249 monthly) for 3 users and 10 sources; Team Scale $319 ($399) for 10 users and 30 sources. Agency starts at $79 yearly ($99 monthly) plus account packs, which the page prices at $20 in one place and $25 in another.
Who it's for: Marketers and agencies that report conversion numbers from several tools on one dashboard.
Skip it if: You need to see what visitors do on the page: Databox reports numbers, it doesn’t record sessions.
Visit DataboxRead the Databox profile and pricing
Source: databox.com/pricing, checked November 4, 2026
Leadfeeder: best for seeing which companies visit a B2B site
B2B website visitor identification: shows which companies visit your site, scores fit and intent and syncs leads to your CRM, with AI reports, plain-English questions and AI list enrichment.
- Starts at
- €79/mo, Discover, billed yearly; €113 month to month
- CRO step
- Measure
- You pay for
- Up to 50 identified companies a month
- AI
- AI reports and plain-English questions from Discover; AI enrichment uses credits
- Free option
- Lite plan free (last 100 companies a month); 14-day trial
The entry plan includes:
- Company identification for up to 50 visiting companies a month (up to 1,000 for €309)
- Instant AI reports and questions typed in plain English
- Real-time alerts and CRM sync
- Google and LinkedIn ad reports
Activate starts at €369 a month billed yearly (€527 monthly) with verified emails and phones and AI list building; Scale from €599, billed yearly. Prices are shown in euros on the vendor’s page, including to our US check; we don’t convert them.
Who it's for: B2B companies whose visitors rarely fill in a form, so sales can follow up with the companies that showed interest.
Skip it if: You sell to consumers: Leadfeeder identifies companies, not people.
Visit LeadfeederRead the Leadfeeder profile and pricing
Source: leadfeeder.com/pricing, checked November 4, 2026
CallRail: best for call tracking with AI call insights
Call tracking and lead attribution for marketers, with tracking numbers, form tracking, call transcription and AI call summaries, sentiment and conversion tagging, plus an AI voice assistant add-on.
- Starts at
- $50/mo, Lead Tracking, billed monthly
- CRO step
- Measure
- You pay for
- 5 local numbers, 250 minutes, 25 texts
- AI
- Transcription and AI conversation insights on every plan; summaries and sentiment from $150
- Free option
- 14-day trial, no credit card; no free plan
The entry plan includes:
- 5 local tracking numbers, 250 local minutes and 25 texts a month
- Call attribution to the campaign or keyword that drove the call
- Call transcription and AI-powered conversation insights
- Usage beyond the allowance billed the next month
Lead Tracking Complete ($95) adds form tracking with 1,000 submissions. Lead Conversion ($150) adds Premium Conversation Intelligence: AI call summaries, sentiment and automatic conversion tagging. A yearly plan saves “up to 10%”, but yearly prices aren’t listed, and the page’s meta text says “starting at $45” while the plan card shows $50.
Who it's for: Local businesses and agencies that get leads by phone and want to know which ads make the phone ring.
Skip it if: Almost all of your leads come through forms or checkout.
Visit CallRailRead the CallRail profile and pricing
Source: callrail.com/pricing, checked November 4, 2026
WhatConverts: best for cheaper call, form and chat lead tracking for agencies
Lead tracking and reporting for marketers and agencies: call tracking with recordings and transcripts, form, chat and transaction tracking, attribution reports and AI Lead Analysis of calls.
- Starts at
- $30/mo, Call Tracking, billed monthly
- CRO step
- Measure
- You pay for
- Up to 148 call leads, $30 usage credit
- AI
- AI Lead Analysis of transcribed calls; AI qualification rules on Elite
- Free option
- 14-day trial; no free plan
The entry plan includes:
- Call and text tracking with dynamic number insertion
- Call recording and transcripts
- Up to 148 call leads with a $30 usage credit
- API access
Plus ($60) adds form, chat and transaction tracking with campaign and keyword reports; Pro ($100) adds a report builder and HIPAA-compliant tracking; Elite ($160) adds multi-click attribution and automatic lead qualification. Unlimited-account agency plans cost $500, $800 and $1,250 a month. Per the help center, AI Lead Analysis is included in the 2¢-a-minute transcription rate.
Who it's for: Agencies and service businesses that want calls, forms and chats in one lead list at a lower entry price.
Skip it if: You need yearly billing: the page only lists monthly prices.
Visit WhatConvertsRead the WhatConverts profile and pricing
Source: whatconverts.com/pricing, checked November 4, 2026
Survicate: best for on-site and in-product surveys that ask why visitors leave
Customer feedback platform for email, website, in-product and mobile app surveys, with AI survey creation, AI categorization of answers, a research hub and an MCP server for Claude and ChatGPT.
- Starts at
- $56/mo, Growth, billed yearly, 100 responses a month
- CRO step
- Ask
- You pay for
- Responses a month
- AI
- AI survey creation and AI categorization of answers on every plan
- Free option
- Free plan (25 responses a month); 10-day trial, no card
The entry plan includes:
- Website, in-product, email and mobile app surveys
- AI survey creation and AI grouping of open-text answers
- Research Hub, AI Agent and MCP server
- 25+ integrations such as HubSpot, Slack and Zapier
Growth is $114 a month billed yearly at 250 responses and $289 at 1,500. Starter is a monthly plan from $89 for 100 responses. Pro starts at $349 a month and adds AI follow-up questions and sentiment; Enterprise starts at $569. The page’s plan cards and comparison table list different limits for some plans.
Who it's for: Stores and SaaS teams that want to ask visitors a short question at the moment they hesitate or cancel.
Skip it if: You need thousands of responses a month on a small budget.
Visit SurvicateRead the Survicate profile and pricing
Source: survicate.com/pricing, checked November 4, 2026
SurveyMonkey: best for longer customer surveys and market research
Online survey and form builder with 400+ templates, AI survey generation, AI analysis of responses on paid plans and a research panel for reaching new audiences.
- Starts at
- $39/mo, Advantage, $468 billed yearly; Standard is $149 month to month
- CRO step
- Ask
- You pay for
- 15,000 responses a year
- AI
- “Build with AI” on Basic; “Analyze with AI” from Advantage
- Free option
- Basic plan free (limited responses); no trial mentioned
The entry plan includes:
- 1 user with unlimited surveys and questions
- 15,000 responses a year
- AI analysis and thematic analysis of answers
- 400+ templates, per the homepage
Premier is $139 a month ($1,668 a year) with 40,000 responses. Team Advantage is $30 and Team Premier $92 per user per month, billed yearly, with a 3-user minimum. Extra responses cost $0.15 each.
Who it's for: Teams that run email surveys, customer research or NPS programs rather than on-page pop-ups.
Skip it if: You want a small pop-up on a product page: Survicate is built for that.
Visit SurveyMonkeyRead the SurveyMonkey profile and pricing
Source: surveymonkey.com/pricing/individual, checked November 4, 2026
Also worth a look
Two more feedback tools we have profiled, without published prices we could read:
- Zonka Feedback: NPS, CSAT and CES surveys by email, SMS, WhatsApp, web and kiosk, with AI Feedback Intelligence. Custom pricing; 14-day trial.
- SurveySparrow: conversational surveys with echoAI agents that ask follow-up questions. Has a free plan; on October 30, 2026 its pricing page showed plan limits but no prices, so we don't quote any.
The best tool for each job
Best heatmap tools
Crazy Egg is the heatmap-first option here, with a free plan and paid plans from 5 to 200 heatmap reports. Amplitude adds session replay and heatmaps to product analytics, with 10,000 replays a month free.
Best A/B testing tools
VWO is a dedicated experimentation platform with multivariate and cross-domain tests on Pro. If you want testing next to heatmaps in one bill, Crazy Egg includes unlimited A/B tests from Plus ($99 a month billed yearly).
Website analytics tools and Google Analytics alternatives
Amplitude covers product and web analytics on a free plan of 2 million events a month. Databox doesn't replace your analytics; it pulls numbers from it and 130+ other sources into dashboards with an AI analyst.
Website visitor tracking
Leadfeeder matches visits to companies and syncs them to CRMs such as Pipedrive and HubSpot. If you are choosing a CRM to send them to, see our best CRM for small business guide.
Call tracking software
CallRail starts at $50 a month with AI call insights and offers summaries and sentiment from $150. WhatConverts starts at $30 a month and adds form and chat tracking at $60.
Customer feedback tools
Survicate runs short on-site and in-product surveys from a free plan. SurveyMonkey suits longer surveys and research, with Advantage at $39 a month billed yearly.
How to choose CRO tools
| If you… | Start with | Why |
|---|---|---|
| Don't know where visitors get stuck | Crazy Egg | Heatmaps, recordings and surveys from $29 a month, plus a free plan |
| Run a SaaS product or app | Amplitude | Funnels and retention free up to 2M events a month |
| Get most leads by phone | CallRail or WhatConverts | Tie each call to the ad or keyword that drove it |
| Sell B2B and few visitors fill in forms | Leadfeeder | See which companies visited, free for the last 100 a month |
| Already know the problem and want to prove a fix | VWO | Dedicated A/B, multivariate and personalization testing |
Check these before you pay
- The unit you pay for. Pageviews, events, companies, phone minutes and responses scale differently. Estimate next year's traffic, not this month's.
- What happens at the limit. Crazy Egg pauses tracking; CallRail, WhatConverts and SurveyMonkey bill overages.
- Billing period. Crazy Egg and SurveyMonkey Advantage bill yearly only; CallRail and WhatConverts list monthly prices.
- Currency. Leadfeeder bills in euros as shown on its page, so your card may add a conversion fee.
Our suggestions are based on published plans, not hands-on tests. Most of these tools offer a free plan or a 10- to 30-day trial, so connect your real site before you commit. To build the pages you will test, see our best landing page builders guide (including Instapage and Landingi); for ad creatives and copy, see best AI marketing tools.
What about Hotjar, Google Analytics or Optimizely?
We haven't profiled Hotjar, Google Analytics, Microsoft Clarity or Optimizely from their official pricing pages yet, so we don't quote their prices or limits here. We'll add tools once we've checked their current plans.
FAQ
What are CRO tools?
Conversion rate optimization (CRO) tools help you find out why visitors don’t sign up, buy or call, and test fixes. They fall into four groups: analytics that measure where people drop off, heatmaps and recordings that show what they do, surveys that ask them why, and A/B testing tools that compare two versions of a page.
What is the best tool for conversion rate optimization?
There is no single best tool, because most cover one or two jobs. Of the tools we compared, Crazy Egg bundles heatmaps, recordings, surveys and, from Plus, A/B testing for websites, and Amplitude bundles analytics, session replay and experiments for products. For dedicated testing, VWO; for phone leads, CallRail or WhatConverts.
Are there free CRO tools?
Yes. Crazy Egg, Amplitude, Databox, Leadfeeder (Lite), Survicate, SurveyMonkey (Basic) and SurveySparrow have free plans. Amplitude’s is the largest: 2 million events and 10,000 session replays a month. Survicate’s free plan allows 25 responses a month and Leadfeeder Lite shows the last 100 visiting companies. Checked November 4, 2026.
What is the best heatmap tool?
Among the tools we have profiled, Crazy Egg is the one built around heatmaps: 5 heatmap reports and 50 recordings on Starter ($29 a month billed yearly), up to 200 reports on Enterprise, plus a free plan. Amplitude also includes session replay and heatmaps, with 10,000 replays a month on its free plan.
Do I need A/B testing software for a small site?
Often not yet. A test needs enough visitors and conversions on each version to show a reliable difference, and small sites can wait weeks for a result. Start with heatmaps, recordings and a one-question survey to find obvious problems, then add testing (Crazy Egg Plus or VWO) once traffic grows.
How much do CRO tools cost per month?
When we checked on November 4, 2026, entry paid plans were $29 a month for Crazy Egg (billed yearly), $30 for WhatConverts, $39 for SurveyMonkey Advantage (billed yearly), $50 for CallRail, $56 for Survicate Growth (billed yearly), $71 for Databox (billed yearly) and €79 for Leadfeeder (billed yearly). Amplitude starts free; VWO quotes custom prices.
What is call tracking software?
Call tracking gives each ad, campaign or page its own phone number, so you can see which one made someone call. CallRail and WhatConverts also record and transcribe calls and use AI to summarize them or flag which calls turned into leads.
What happened to VWO pricing?
When we checked on October 30, 2026, vwo.com redirected to wingify.com, which says VWO and AB Tasty have united. The Wingify plans page lists Growth, Pro and Enterprise tiers with no prices and says it builds a custom proposal for each customer. The homepage offers a 30-day free trial with no credit card.
Sources
Pricing pages checked November 4, 2026 with a US-based fetch, except Zonka Feedback and SurveySparrow (October 30, 2026). Feature details from each tool's official homepage, pricing page and help center, checked October 30 to November 1, 2026 (linked from each profile). Read how we review tools.
- www.crazyegg.com/pricing
- wingify.com/pricing/
- amplitude.com/pricing
- databox.com/pricing
- www.leadfeeder.com/pricing/
- www.callrail.com/pricing
- www.whatconverts.com/pricing/
- survicate.com/pricing/
- www.surveymonkey.com/pricing/individual/
- www.zonkafeedback.com/pricing
- surveysparrow.com/pricing/
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