5 Tools To Increase Website Conversion Rate

Introduction

Nothing hurts more than spending endless hours on coding a website, rolling it out to production, and having close to zero traffic. Or worse - getting traffic but having users leave without taking any action.

Your website’s conversion rate - the percentage of visitors who take a desired action - is one of the most important metrics to track. Whether that action is signing up for a newsletter, purchasing a product, or clicking a CTA button, understanding how users interact with your site is crucial.

In this article, I’ll share 5 tools that can help you improve your website’s quality, performance, and ultimately, its conversion rate.

1. Lighthouse

Lighthouse is an open-source, automated tool built by Google for improving the quality of web pages. It’s available directly in Chrome DevTools, as a Chrome Extension, or as a Node module.

Lighthouse audits your page across five categories: Performance, Accessibility, Best Practices, SEO, and Progressive Web App.

Pricing: Free

Key Features:

• Performance scoring with specific metrics (FCP, LCP, TTI, CLS)
• Accessibility audit that checks for WCAG compliance
• SEO analysis with actionable recommendations
• Best practices validation for modern web standards
• PWA readiness check
• Available in Chrome DevTools - no installation needed
• CI/CD integration via Lighthouse CI

Run Lighthouse on every page of your site and aim for scores above 90 in all categories. The specific recommendations it gives are actionable and prioritized by impact.

2. Hotjar

Hotjar is a behavior analytics tool that shows you how users actually interact with your website. Instead of guessing where users click or how far they scroll, Hotjar shows you.

Pricing: Free plan available (up to 1,050 sessions/month). Paid plans start at $32/month.

Key Features:

• Heatmaps showing where users click, move, and scroll
• Session recordings to watch real user sessions
• Conversion funnels to identify where users drop off
• Feedback polls and surveys to collect user opinions
• Form analysis to see where users abandon forms
• Incoming feedback widget for on-page user feedback
• Easy setup with a single script tag

Hotjar is invaluable for understanding the “why” behind your analytics data. If your bounce rate is high, session recordings can reveal exactly where users lose interest.

3. LaunchDarkly

LaunchDarkly is a feature management platform that lets you deploy code without releasing features. Using feature flags, you can control who sees what, run A/B tests, and gradually roll out new features.

Pricing: Free for small teams (up to 1,000 monthly active users). Paid plans start at $10/month per seat.

Key Features:

• Feature flags to toggle features on and off without deploying
• Percentage-based rollouts for gradual releases
• A/B testing to compare different versions of a feature
• User targeting based on attributes (location, plan, etc.)
• Kill switch to instantly disable problematic features
• Multi-environment support (dev, staging, production)
• SDKs for every major language and framework

Feature flags are a game-changer for conversion optimization. Test different CTAs, layouts, or pricing displays and measure which converts better - all without code deploys.

4. Sentry

Sentry is an error monitoring platform that helps you find and fix crashes in real time. Nothing kills conversion like a broken page or a JavaScript error that prevents users from completing their action.

Pricing: Free for developers (5K errors/month). Paid plans start at $26/month.

Key Features:

• Real-time error tracking with stack traces
• Release tracking to correlate errors with deployments
• Performance monitoring with transaction tracing
• Session replay to see what the user experienced
• Alerting via email, Slack, PagerDuty, and more
• Breadcrumbs showing the events leading up to an error
• Source map support for readable stack traces in production

Every unhandled error is a potential lost conversion. Sentry helps you find and fix issues before they impact too many users.

5. Cypress

Cypress is a modern end-to-end testing framework built for the web. While not a traditional “conversion” tool, automated testing prevents regressions that could break your conversion flows.

Pricing: Free and open source for the test runner. Cypress Cloud starts at $75/month for recording and analytics.

Key Features:

• Fast, reliable end-to-end testing with automatic waiting
• Time-travel debugging with DOM snapshots at each step
• Real browser testing (Chrome, Firefox, Edge)
• Network request interception and stubbing
• Screenshot and video recording of test runs
• Component testing in addition to E2E testing
• Excellent developer experience with hot reloading

Write Cypress tests for your critical conversion paths - signup flows, checkout processes, contact forms. This ensures that code changes never accidentally break the paths that matter most to your business.

Closing Notes

These 5 tools cover different aspects of website quality:

• Lighthouse ensures your site is fast, accessible, and SEO-friendly
• Hotjar reveals how users actually behave on your site
• LaunchDarkly lets you experiment with features safely
• Sentry catches errors before they impact users
• Cypress prevents regressions in critical flows

You don’t need to adopt all of them at once. Start with Lighthouse (it’s free and built into Chrome) and Sentry (the free tier is generous). Then add Hotjar when you want deeper user behavior insights, and Cypress when you want to automate testing.

The key to improving conversion rates is a cycle: measure, understand, experiment, and iterate. These tools give you the data and confidence to do exactly that.