15 Marketing Analytics Tools You Have to Know About
Asi Dayan (updated by Megan Mahoney), Tue Dec 07 2021, 29 min
The marketing analytics tool you choose has a huge impact on the success of your marketing efforts as its data will drive the most important decisions your team makes. However, finding a marketing analytics tool that provides adequate data, is easy to set up, and can be operated by anyone on the team is challenging.
For example, a tool like Google Analytics that offers extensive data yet isn’t user-friendly is useless if the team won’t use it. On the other hand, a user-friendly tool that doesn’t provide adequate data is equally useless.
Therefore, this post breaks down a few of the most popular marketing analytics tools and unpacks their features, usability, and more.
Events Based Analytics Tools
These tools will help you track events, conversions, and your users’ behavior.

1. Oribi 

Marketing analytics tools like Google Analytics provide plenty of data, but you’ll probably have to ask a developer or Google Analytics expert to set it up for you. In addition, tracking various events (such as conversions) will require further help from a technical expert.
That’s why we created Oribi. 
First, Oribi requires zero code to set up, so you’ll never have to ask a developer or Google Analytics expert to do it for you. This way, everyone on your team can be responsible for tracking their own KPIs, and agencies never have to ask clients for analytics access.
Once Oribi is installed on your website, here are just a few things you can do with the platform:
  • Track specific events
  • Create funnels
  • View Individual Journeys
  • View trends, insights, and event correlations
  • Create custom reports
    If you’d rather save time and see for yourself how effective Oribi is at tracking metrics the most important metrics for business growth, start a free trial today.

    Codeless Events

Tracking events in Google Analytics is painful for two main reasons:
  1. You have to set up the event, which requires technical expertise
  2. You have to wait for the data to roll in (it only starts collecting data the day you set up tracking)
Oribi solves both of these problems with Magic Events. Magic Events allows anyone to track specific events by simply clicking a few buttons. Just choose the event type, and Oribi will show you a menu of options.
If the event you want to track isn’t listed in those options, you can also create your own custom event.
With Magic Events, you can finally accurately track conversions and other key user actions without extensive coding. This will enable you to prove the value of your marketing campaigns to bosses or clients, and even provide the data you need to charge more or ask for a raise.
The best part is that Oribi automatically collects 100% of your website events and conversions, so you’ll have historical data the day you create the event.

Create Funnels

Oribi also makes it super easy to create funnels so that you can identify where users are dropping off and better optimize your campaign. 
To do this, just head into the Oribi dashboard, click “Funnels” and then pin each of the events in your funnel. For example, your funnel might be: 
Visitor > Free Trial > Create Account
This process requires zero coding as you’ll just select the action type and location from a drop-down menu.
Another great aspect of Oribi’s funnel feature is that it can track a specific user journey across an extended time period. For example, if someone comes into your website through the blog on Monday and later makes a purchase on Thursday, you can attribute that conversion to the blog.
Finally, you can also segment funnels by channel, platform, country, or marketing campaign. This makes it easier to see how people with different backgrounds respond to your funnel and optimize it accordingly.

Individual User Journeys

Another unique aspect of Oribi (that most tools like Google Analytics lack) is that you can view individual user journeys. By viewing the journey of a specific user, you’ll be able to see specific user actions and other insights that can be useful to optimize your funnel and pinpoint their pains during a sales call. 

Insights, Trends, and Correlations

The heart and soul of analytics is uncovering insights, trends, and correlations that can drive better business decisions. However, tools like Google Analytics make it difficult to answer specific questions like “Which channel is driving more conversions? And by how much?” 
First, you have to make sure that that event tracking is properly installed, and then you have to find the right data, and then you have to go through the data yourself and uncover the insights through the raw numbers.
Oribi makes the process simple by offering simple and actionable dashboards.
In fact, Oribi's funnel feature will even perform the analysis for you. For example, when Oribi saw that signups increased from 280 to 330 in the sample dashboard above, it mentioned that “this is most likely because of a traffic increase (from 3,960 to 4,100 daily visitors).”
In addition, you can ask it correlation questions. For example, you can ask Oribi if people that visit the help center are more likely to convert:
By making it easier to extract trends, insights, and correlations, you’ll be more likely to use the data and make better decisions.

Create Custom Reports 

Finally, creating custom reports has never been easier. As all of your data is already inside the platform, you can just click on the “Reports” tab and see a beautiful custom report. You can customize the content by adding key magic events or just leave it as is.
In addition, Oribi allows all users (on any pricing plan) to white label their reports so that it looks polished and professional if you're sending them to clients.
If you need a tool that will finally give you all the data you need without the hassle of a complicated setup and coding, try Oribi today for free.

Who is it for?

Oribi is a great fit for both in-house teams and marketing agencies that want an easier alternative to Google Analytics. Not only is it essentially codeless, but the data collected is also much more comprehensive with individual user journeys, easy event tracking, and more. In addition, Oribi will draw some of the insights for you.

So the next time a boss or client asks, "Are blog visitors really more likely to convert?" you can respond with a data-driven answer in a matter of seconds.


Oribi offers one simple plan, with all the features included at $79 per month, or $799 for a yearly plan. To see for yourself how Oribi can improve your bottom line, start a free trial today!

2. MixPanel

Mixpanel’s main goal is to track events on your website, product or mobile app. It also helps you understand how users are interacting with your site or mobile app (both Android and iOS). For events you’ve added to MixPanel, you’ll be able to see count, trends, which users used them, and in which order.

MixPanel’s main features include:
  • Tracking various funnels
  • A/B testing of different variations of your mobile app (and tracking their results) 
  • Tracking individual users by their sessions and viewing trends of selected events
After setting up your MixPanel account, the first step is to define the events you wish to track. You can either add code annotations or use a visual selector to do this. 
In addition to event tracking, you can also schedule automated email reporting so that everyone has a clear picture of their progress.
Top Benefits (According to G2 Reviewers):
  • Easy event tracking (conversions from blog posts, various channels, etc.)
  • Set up funnels with clicks – not code
  • Clean and easy-to-read UI
  • Access custom date ranges 
How it Could Be Improved (According to G2 Reviewers):
  • Limited support options (email is only available to paying customers 12am-5pm PT)
  • Custom taxonomies/hierarchies are difficult to build
  • No vertical or time series bar charts

Who is it for?

MixPanel was built for product managers, so its features are more product-oriented than marketing-oriented. However, plenty of marketing teams use it, especially to identify user behavior and optimize funnels. In addition, most of the reviews on G2 rave that it is very user-friendly, even for non-technical users. 


Here’s a snapshot of the Mixpanel pricing plan:
As you can see, they are relatively affordable with a free plan and paid plans starting at $25 per month. The pricing tiers limit various features, such as monthly tracked users, access controls, and advanced analysis.

Overall, it's a fairly cost-effective option if you just need an analytics tool that will provide simple traffic and conversion data. 

2. Heap Analytics

Heap Analytics is one of the youngest web and mobile marketing analytics tools available, and it offers very similar functionalities to MixPanel. The founders of Heap believe that most user journeys are unique rather than following a specific flow you’ve laid out in your analytics. Therefore, they enable marketers to track individual events and see critical data like which traffic sources visitors came from, how many dropped off, which devices visitors were using, and more.
Heap also enables you to see the exact user journey of each visitor. Therefore, you can see the actions they took at each stage of the funnel, how long the session was, and other relevant insights. You can also segment users according to their behaviors.
You can also customize your dashboard by manually selecting the events you wish to analyze. 
Finally, Heap automatically collects all data points, so you can view each event's historical data, even if it wasn't an event you initially chose to track and display on your dashboard.

Top Benefits (According to G2 Reviews):
  • Requires zero development support
  • View data for specific website events (button clicks, etc.)
  • Obtain historical data from the date Heap was installed (without needing to define events upfront)
  • Track individual user journey
  • Easy funnel tracking
How it Could Be Improved (According to G2 Reviews):
  • There’s a learning curve to use Heap to its full potential
  • It’s not hard to set up definitions incorrectly so you need proper definition/event guidelines and approval processes
  • Team features are still a work in progress

Who is it for?

Heap is great for marketers and product managers that need key data on specific events. It's also excellent for understanding individual user journeys. As their team functionalities still need some work, this marketing analytics platform might be better suited for smaller teams.


Heap’s pricing is flexible and varies according to given features and volumes.
 The problem with this pricing method is that smaller businesses with a lot of traffic but few events may find themselves paying a steep price while generating very little revenue. 

4. KissMetrics

KissMetrics is a behavioral analytics tool that provides detailed information about your customers and how they interact with your website or product. 

Specifically, KissMetrics enables you to:
  • Track individual user journeys across devices
  • Uncover where users drop off in every flow
  • Access detailed information on device type, geography, browser, and more
  • Track basic analytics like page views, bounce rates, and time-on-site
This level of granular data makes it easy to understand how users interact with every feature, which can provide the data you need to increase your user engagement and improve your pages' conversion rates. 
Kissmetrics also makes it easy to understand critical data about your most valuable users, such as which features they love and how you acquired them. These insights help you double down on what's working to acquire more ideal customers and retain your existing customers. 
Kissmetrics also shows valuable revenue insights. For example, you can see average weekly revenue, customer lifetime value, total churn, and your total revenue inside the dashboard. 
Top Benefits (According to G2 Reviews):
  • Track individual user journeys
  • Identify power users and break down their trends
  • Track most popular pages/features on your website
  • Revenue information to drive better decisions
What Customers Would Change (According to G2 Reviews):
  • Setup is cumbersome
  • Excessive dependence on tracking code customization
  • Power reports are complicated
  • Steep learning curve

Who is it for?

Kissmetrics is a good fit for marketers aiming to create an effective marketing dashboard that will help them better understand their users. However, you may need someone technically savvy to help you get it set up as it requires some coding. 
It is also designed primarily for SaaS and ecommerce companies.


Unfortunately, Kissmetrics only offers annual billing with plans starting a $299 per month.
The pricing is based on the number of events you wish to track, user seats, and domains, as well as various premium features and support options. 
Traffic Oriented Analytics Tools
These tools will mainly measure your site traffic and where it comes from.

5. Google Analytics

Google Analytics is Google's basic, free, and widely used website analytics tool. It allows you to track the traffic on your website, see where your visitors are coming from, how they were referred to your website, how much time they spend on it, and more. In addition to that, Google Analytics also has an integration with Google AdWords to help you analyze your campaign with deeper data.
The main downside of Google Analytics is the complexity of defining and tracking new conversions. It also doesn't track individual user sessions, which makes it difficult to understand how your best users engage with your site.
While goal tracking and some other advanced analytics options are possible in Google Analytics, you’ll likely have to hire a third party expert to set it up for you. However, it will provide some details such as traffic sources, top pages, device type, geographies, and more.
Top Benefits (According to G2 Reviews):
  • It’s free
  • Provides bounce rate, session duration, total sessions and overall data
  • Provides basic traffic analytics (sources, top pages, device type, geographies, etc.)
What Customers Would Change (According to G2 Reviews):
  • Tracking events is difficult and cumbersome (often requires an analytics expert)
  • No information on individual user journeys
  • Limited historical data (90 days)
  • Steep learning curve for new users

Who is it for?

Google Analytics is great for startups and low-budget companies that want to track basic marketing metrics like traffic, average bounce rate/session duration, etc. If tacking events, conversions, growth, or sales are your main focus, Google Analytics probably won't be enough for you. Instead, you'll probably get better results with one of the events-based tools mentioned above.


The basic version of Google Analytics is free and contains a wide set of capabilities that fit most companies. There's a premium version for large enterprises that costs about $100K per year and enables increased data analysis abilities with full support from Google.

6. Matomo

Matomo is a completely free, open source alternative to Google Analytics. This marketing analytics platform tracks your website visits and allows you to create customized reports that segments data by traffic source, user's geo-location, browsers, and operating systems, and most importantly, how users engage with your website.
Inside the dashboard, you'll find many of the same features as Google Analytics, including:
  • Traffic information (total website traffic, most used social networks, visits over time)
  • Visitor behavior information (which pages they visit after entering your site)
  • Traffic acquisition data
You can also use their goal tracking feature to track specific events, and their funnels provide a snapshot of the customer journey.
They also have some other features such as heatmaps, session recordings, SEO keywords, A/B testing, and other detailed information. 
However, perhaps their biggest differentiator from Google Analytics is that they protect privacy information (though you can still import historical data from Google Analytics if you wish).
Top Benefits (According to G2 Reviews):
  • Basic traffic stats, user behavior, and most other Google Analytics features
  • Advanced features like heatmaps, session recordings, SEO keywords, A/B testing
  • Easily import historical data from Google Analytics
  • Protects user privacy
What Customers Would Improve (According to G2 Reviews):
  • Requires technical knowledge to install and set up
  • The learning curve is steep
  • Subpar UI – The charts and graphs aren’t very intuitive

Who is it for?

Matoma is great for individuals, small businesses, large enterprises, and even governments that just need some basic analytics. However, if you need more detailed data or want an easier setup, one of the options above may be more suitable for you.


Matoma is completely free, though they also offer a premium version priced by monthly traffic hits. The lowest pricing tier is $23 for 50,000 monthly traffic hits.
Search Engine Analytics Tools
Analyze your traffic from search engines to boost your SEO and SEM originated traffic.

7. Google Search Console

Google Search Console enables you to analyze your organic search traffic from Google and is one of the most treasured tools for SEO experts. 
After signing up (it's a free tool), the main dashboard will show information like how many total clicks and impressions your website has received, as well as your average CTR and position in the SERPs.
As you scroll down, you'll see an overview of your top-performing keywords and URLs along with the average CTR. 
With this data, you can optimize and rewrite the title tags for pages with low CTRs, but high impression counts.
Search Console also offers information on details like device type, country, and other basic visitor data, though it doesn’t offer information on any single visitor journey.
In addition to these traffic stats, Search Console provides a variety of different SEO metrics like Page Experience, load speed, sitemaps, and more.
Top Benefits (According to G2 Reviews):
  • Free analytics tool
  • Excellent keyword and CTR data (directly from Google)
  • Basic traffic statistics
  • Plenty of additional analytics tools for SEOs
What Customers Would Improve (According to G2 Reviews):
  • Can’t track individual user journeys
  • Keyword data is limited to the top 1000 search queries
  • Basic technical skills required for setup 

Who is it for?

Google Search Console is a great tool for any marketer (though particularly SEOs) looking to gain more traffic from search engines, organic or paid. The data presented on the search console can be a huge help to achieve that. Knowing which search terms deliver traffic to your website can help you extend your SEM efforts and multiply your traffic from related keywords. Of course, it can also be used to improve your content and organic traffic.
FYI – Google Search Console can also be integrated with your Google Analytics account and display extra data.


Google Search Console is completely free.

8. Ahrefs

Ahrefs is one of the younger SEO analytics tools available, though it’s quickly becoming one of the most popular choices.
First, the Ahrefs Rank Tracker enables you to track your own website’s progress, as well as your competitors’ websites.
Within the dashboard, you can see the average SERP position, visibility, and traffic. Scroll down, and the dashboard shows the top keywords driving the most traffic, their URL, their position in the SERP, and more.
If you click over to the competitor tab, it also shows you how your competition is ranking for the same keywords you're ranking for.
Ahrefs also has an impressive collection of keyword data. It shows not only the keyword dificulty and volume, but also the total estimated traffic it can bring (some keywords have similar variations), pretty accurate difficulty scores, and CPC data.
Ahrefs also offers backlink analytics that shows domains linking to your website, the exact URL, and much more.
Top Benefits (According to G2 Reviews):
  • Awesome UI that’s easy to navigate
  • Most extensive keyword research data available
  • Robust rank tracking for your website and your competitors’ websites
What Customers Would Improve (According to G2 Reviews):
  • Paid search features are relatively poor
  • The Lite plan is fairly limited making many of the features expensive
  • Searching for related keywords can show rather limited results

Who is it For?

Due to its pricing, Ahrefs is best for larger companies actively investing in SEO. It's also ideal for digital marketing agencies with audits, reporting, and more.


Perhaps the biggest issue most users complain about is the pricing. While they offer a lite plan at $99 per month, it’s quite limited and most companies end up upgrading to the next tier at $179 per month.

9. SEMrush

SEMrush is another one of the most popular marketing analytics tools among SEO professionals. 
It has very similar features to Ahrefs and allows you to track your keyword rankings and schedule automated weekly reports.
Or, if you just want basic information on a site, enter the URL and you can view its authority score, organic search traffic, paid traffic, and more.
SEMrush’s competitive analysis is also unparalleled as you can track competitor keywords and social media status. You can also use the backlink analytics and keyword gap tools to uncover backlinks and keywords your competitors have that you currently do not. This makes it easy to quickly identify opportunities and take action.
Top Benefits (According to G2 Reviews):
  • Excellent keyword data
  • Extensive competitor analysis
  • Great data for AdWords campaigns (and the keywords used in them)
  • Backlink Analytics and Audits
  • Automated reporting
What Customers Would Improve (According to G2 Reviews):
  • The interface can be a little overwhelming
  • The social media portion is still in its infancy
  • Lack of keyword potential (only has keyword volume at this time)

Who is it for?

SEMrush is excellent for marketers wishing to increase search engine traffic and spy on competitors. While it’s primarily for SEOs, it can also offers some paid ads features and is a great overall tool for monitoring site traffic/health.


SEMrush offers three main plans. The most basic plan is the Pro with limited features for $119 a month. The highest plan is the “Business” for $499 a month, packed with all available features.
Marketing dashboards tools
These tools will enable you to aggregate data from different marketing channels and create your own unique dashboard.

10. Cyfe

Cyfe is an all-in-one dashboard that allows marketers to integrate data from different marketing tools, and display it in one concise dashboard.
With Cyfe, you can track data from all your social media platforms, pay-per-click marketing channels, sales platforms, and more. 
To get a more granular view of each channel, you can click on it and see more detailed analytics. Here’s an example of the Facebook channel below:
You can also use Cyfe’s pre-built widgets to connect to your Google AdWords, Google Analytics, or SalesForce accounts, and let Cyfe collect all the data you need from those tools and display it in one dashboard.
Cyfe also makes it easy to share the dashboard with team members, clients, and stakeholders with a few simple clicks. 
Top Benefits (According to G2 Reviews):
  • Data for all of your marketing channels in one place
  • Granular breakdown of each individual channel
  • Plenty of integration options from social media and advertising channels to email campaigns and support
  • Dashboard design is clean yet comprehensive and it’s easy to understand the data from a glance 
  • Easy automatic reporting capabilities
What Customers Would Improve (According to G2 Reviews):
  • It’s not particularly mobile-friendly
  • Widgets aren’t very customizable
  • The platform itself can be a little slow

Who is it for?

Cyfe can serve any marketer who works with multiple marketing channels and likes to see all the essential data he needs in one place.


Cyfe starts at $19 per month and is priced based on the number of dashboards and users you have. 

11. Klipfolio

Klipfolio is a dashboard software that enables you to integrate all of your marketing data into one place.
They offer pre-built templates of dashboards so that as soon as you connect your data, it is immediately available in a stunning and easy-to-read design. For example, here’s what the Google AdWords template looks like:
Or, if you’d like to create your own dashboard, you can do that as well.
In addition to the standard dashboard templates for various marketing channels, they also have templates for more specific insights, such as the content effectiveness template:
This helps provide analysis that would otherwise require you to sort through raw data manually and perform analysis.
Finally, if your business needs dashboards beyond the marketing team, Cyfe also offers dashboards for sales, executives, call centers, DevOps, and more.
Top Benefits (According to G2 Reviews):
  • No coding or technical knowledge required
  • Easy-to-read dashboards that provide insights rather than just raw data
  • Tracks all of your historical data
What Customers Would Improve (According to G2 Reviews):
  • Unable to change chart metrics
  • Permissions and roles could be more intuitive
  • Building and troubleshooting APIs can be tricky if you don’t have a technical background

Who is it for?

Klipfolio is a good fit for any digital marketer with multiple channels that wants to monitor them all in one simple screen. In addition, the Klips also makes it easy to simplify the data from raw data to insights. Therefore, it's excellent for anyone that prioritizes simple reporting and wants a little help with drawing insights.


Klipfolio offers various pricing levels for different team sizes. There's a free version and the first paid plan (the Plus plan) starts at $99 per month.
Visual behavior tools
Use these tools to see how users behave on your website with Heatmaps.

12. Hotjar

Hotjar is widely renowned for its outstanding heatmap tool, though it also offers a host of other analytics features like conversion funnel analysis, registration form analysis, feedback polls, and surveys.
With Hotjar’s heatmaps, you can better understand how your website visitors are interacting with your website, their scrolling behavior, and where they click. 
For example, if you upload a new landing page, you can run an A/B test and see which one performs best. Or, if you want to visually understand how users interact differently with each version, you can watch a session replay to be able to see exactly where they are confused, which parts they view before converting and other valuable insights.  
Another feature users love about Hotjar is that you can use their chatbot to literally just ask users if the page was useful, where they got stuck, etc. This takes the guesswork out of your job and makes it much easier to optimize your website.
Top Benefits (According to G2 Reviews):
  • Quickly uncover the most clicked/viewed areas of your website
  • Excellent tool to watch exact user sessions and see where users get stuck
  • Run A/B tests to see which version performs better
  • Ask your users anything with a chatbox
What Customers Would Improve (According to G2):
  • Enable tracking for logged in users
  • Add a Google Analytics integration
  • Enable options to create customer profiles and segmentation
  • Enable predictive analysis of customer behavior

Who is it for?

Hotjar is excellent for CRO experts and marketers that want to improve engagement. Thanks to its session replays, Hotjar can also help you understand your web pages' strong and weak points without waiting for substantial data.


Hotjar’s price range varies mainly by the number of daily sessions. Their basic plan is free and enables up to 35 sessions daily while the first paid plat (Plus) starts at $39 per month and enables 100 daily sessions. 

13. Crazyegg

Crazyegg is another marketing analytics tool that helps you understand how your website design affects your conversions. Its features are very similar to Hotjar’s as it allows you to see where people click the most on any given page. Specifically, they break it down into:
  • Confetti: Displays hotspots that people linger on
  • Scrollmaps: See how far down visitors scroll to better judge where you should place your call to action tags
  • Overlays: See how many clicks a certain area received 
Crazyegg also records user sessions so that you can watch where users get stuck and the actions they take before converting. This valuable user behavior data can help you optimize your website to plug leaks in your funnels and improve your messaging.
The data on Crazyegg can also be segmented down, allowing you to see how users from different sources behave differently. Based on the results, you can create a custom page for them.
Finally, as testing is a critical part of improving website performance, Crazyegg enables you to run multivariate tests so that you can test many different aspects of your website at once for optimum performance. 
Top Benefits (According to G2 Reviews):
  • View exactly where users are lingering and clicking to improve website performance
  • Confetti, scrollmaps, and overlays help you better understand the action taken at each step of the journey
  • Segment users by source and other specifications 
  • A/B testing and multivariate testing
What Customers Would Improve (According to G2 Reviews):
  • Make it possible to talk to customers through feedback polls or surveys
  • You have to set up each heat map individually rather than setting it up once for the entire website
  • The A/B testing and manual snapshots are reportedly a bit difficult to set up

Who is it for?

Crazyegg is a very useful tool for websites with a lot of landing pages or websites that frequently undergo changes (such as eCommerce). However, it’s also an essential tool for CRO experts and any other marketers that want to uncover user experience issues and improve overall engagement. 


Prices start at $24 per month for the basic package and scale up to enterprise pricing. The pricing tiers are mainly differentiated by the volume of monthly pageviews, snapshots, and recordings you need.
A/B Testing Marketing Analytics Tools
Create multiple variations to conduct A/B tests to increase conversions.

14. Optimizely

Optimizely makes it possible to test different variations of any page or element on your website to help you better optimize for conversions.
For example, you can run a test on your homepage and change the main text, so that the first variation includes a certain title while the second variation has a different title. 
However, you aren't limited to textual experiments. The visual editor makes it easy to completely change the design of your pages without making any changes in your code.
You can also define what you are optimizing for, such as a sign-up, download, your desired achievement on this page, to enable Optimizely to measure the success of each variation.
Optimizely also offers integrations with other marketing analytics software including Google Analytics, Bizible, and Clicktale. These integrations allow you to track your Optimizely experiments results in other dashboards along with additional data segmentation.
Finally, you can personalize the messaging on your website with Optimizely’s Adaptive Audiences AI to lift conversions. This AI is designed to adjust in real-time to show your audience the most relevant message, and it’s super easy to use. Just enter some keywords, and it will do the rest of the work for you.
Top Benefits (According to G2 Reviews):
  • Track various individual elements of your site is tracked
  • AI personalization that targets the right audience for you
  • Test both visual elements and textual elements
  • Customer success managers available to help you
What Customers Would Improve (According to G2 Reviews):
  • It is currently not possible to run two A/B tests in parallel
  • Occasional minor bugs with the interface
  • Too expensive for most startups

Who is it for?

Optimizely is a useful tool for CRO experts and marketers that prioritize improving conversions optimization. Given its price range, Optimizely is probably not suitable for small businesses or startups, though it's an excellent tool for mid-size and larger businesses.


Unfortunately, Optimizely does not list its prices publicly, but it isn’t cheap. In fact, Capterra estimates that the starting plan is $50,000 per year. They also do not offer a free trial.

15. VWO

A very similar tool to Optimizely, VWO is an A/B testing tool that allows you to create variations of your web pages and gauge which of the variations is most effective at getting users to take your desired action like a signup, download, or subscribe.
To get started, VWO offers a visual editor that makes it easy to create visual changes and test them against each other. 
For example, you can test the CTA button by using “Sign up” in one variation and “Create an account” in another. Once you can see which one converts better, you can create another version to test against the winner.
If you are constantly changing multiple aspects of a specific page, you can also use their multivariate testing option to quickly test hundreds of different elements at once. 
In addition to A/B testing, VWO offers a heat map tool, to help you understand how users interact on your website and the actions they take before converting or dropping off. 
Top Benefits (according to G2):
  • Easy to use A/B testing software that doesn’t require technical knowledge
  • Point-and-click visual editor makes it easy to quickly adjust page elements 
  • The AI copy generator will write and test different copies against your own copy 
  • Segment and run tests specific to your visitor’s behavior
  • Multivariate and split URL testing available
What Customers Would Improve (according to G2):
  • Some aspects of the tool can be slow to load
  • The reporting tool could be more robust
  • Some users wished it had more revenue reporting features

Who is it for?

VWO is a great fit for any website owner or digital marketer that wants to increase their conversion rates. Whether you’ve run 1,000 A/B tests or you’re just starting out, it’s easy enough to figure out and use.


Unfortunately, VWO does not offer pricing on their website, though estimations on Capterra say the lowest plan starts at $199 per feature per month.

Choosing a Marketing Analytics Tool For Your Needs

The marketing analytics tool you choose will drive your most important decisions, so take your time to choose wisely. 
While some tools will show granular analytics metrics on specific events, others will show bigger picture trends like revenue and conversions.
Ideally, you need data on both the big picture and specific events.
Therefore, consider giving Oribi a try as it is easy to set up and use (no code), allows you to track any event on your website with just a few clicks, and also provides insight on big picture data like conversions.  
If you'd like to give it a try, you can start your free trial today.