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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.

Last updated

27 Apr 2023

Reading time

8 min


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.

Capture insights that improve landing page experience and conversions

Use Hotjar’s suite of digital experience tools to understand how visitors interact with landing page elements—then optimize them for conversions.

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.

To start building your LPO tech stack, be sure to choose tools that:

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
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 Hotjar

Unbounce has a Hotjar integration that allows you to see how your visitors really use your landing pages. Optimize your conversion rate using heatmaps, recordings, funnel analytics, form analytics, and polls 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

#The Hotjar Feedback widget is a great way of collecting user feedback
The Hotjar Feedback widget is a great way of collecting user feedback

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

One of the best ways to optimize landing pages is to understand how visitors navigate them. Hotjar (hi there!👋) is a digital experience insights 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 Hotjar’s suite of digital experience tools for optimal LPO
Integrate Hotjar’s suite of digital experience tools for optimal LPO

How to use Hotjar for LPO

Signing up with Hotjar 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 recordings 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 recordings filters to see events like u-turns and rage clicks 

  • 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

  • Quantitative and qualitative data analytics that are easy to understand

💡Pro tip: view and analyze all your user insights in one place with the Hotjar Dashboard.

Landing page optimization comes with a whole lot of data to scour through—both quantitative and qualitative. Use your dashboard to get a high-level view of user data, spot issues before they become serious, identify trends, and find deeper insights.

You can also use the Hotjar Dashboard to analyze which elements are likely to get the most engagement, and which ones drive visitors to leave your landing page:

  • Detect user issues in seconds with visual insights and prioritize your optimizations 

  • Quickly see where most visitors drop off—and the real user behavior behind it—by heading directly to the relevant heatmaps and recordings for deeper analysis

  • See how visitors react to landing page changes by comparing pre- and post-release metrics

An overview of the Hotjar Dashboard

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
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.

🔥If you’re using Hotjar

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

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

  • Watch recordings 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 Hotjar survey or feedback widget when a specific user action fires a GA event

Google Analytics tells you there is a problem, and Hotjar 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.

#A Hotjar survey in the wild
A Hotjar survey in the wild

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
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 Hotjar 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
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, Hotjar, and Adobe Analytics

🔥If you’re using Hotjar

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

Combining your Optimizely tests with Hotjar’s Recordings and Feedback 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 recordings and really understand their full experience 

  • Hear what users are thinking and feeling with voice-of-the-customer (VOC) feedback as they explore different variations

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

#A Hotjar recording in the wild
A Hotjar recording in the wild

 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
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 Hotjar Surveys to capture in-the-moment feedback on your landing page, you can evaluate how each survey performed in the Performance tab. 

In this section, you'll find an Overview and Breakdown of your survey data that allows you to get a better understanding of how many users are viewing and interacting with your survey questions.

An example of how a Hotjar survey performed with users

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, recordings, 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.

Capture insights that improve landing page experience and conversions

Use Hotjar’s suite of digital experience tools to understand how visitors interact with landing page elements—then optimize them for conversions.

FAQs about landing page optimization tools