CRO Tool Selection Checklist: 20 Essential Features

Looking to pick a CRO tool? Here's a no-fluff guide to the 20 features you need, backed by real data and examples.

Quick Cost Guide:

Before you buy, check:

• Your monthly traffic numbers
• Team's technical skills
• Integration needs
• Budget limits

What's Different About This Guide:

• Real pricing data (not ranges)
• Actual feature comparisons
• Technical requirements
• Setup steps

Here's proof it matters: AMD tested social icon placement using CRO tools and got a 3600% jump in social sharing. No guessing. Just data-driven results.

Want to dive in? The full guide breaks down each feature, shows you what to look for, and helps you pick the right tool for YOUR needs.

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Basic Features You Need

Here's what you NEED in a CRO tool to see how people use your site and run tests.

Testing Tools

Your CRO tool should handle these test types:

Think of A/B testing like trying on two different shoes. Multivariate? That's like mixing and matching different outfits.

Data Tracking Setup

Your tool needs to play nice with other platforms:

User Behavior Tools

Here's how to see what visitors do on your site:

Here's a REAL example:

An online store found their "Add to Cart" button was getting ignored at the bottom of product pages. They moved it up - BAM! 30% more clicks and 15% better sales.

Here's what it costs (based on visitors):

"An essential feature for A/B testing tools is seamless cross-channel metric sharing. This ensures uniformity in metrics and event tracking across all areas." - Lydia Ogles, Senior Manager CRO at Vivint

Technical Must-Haves

Here's what matters under the hood of a CRO tool.

Speed and Loading

Your CRO tool can't slow your site down. Period.

Data Safety Rules

Data protection isn't optional anymore.

"Consumers today expect standout experiences online but are not prepared to sacrifice privacy in order to get them." - Jim Lundy, Founder, CEO & Lead Analyst, Aragon Research

Connecting with Other Tools

Your CRO tool should play nice with others.

"Getting downstream lead stage data back into experiment results is crazy helpful. And tying Net Promoter Score or Voice of the Customer data to a test result is great as well." - Ben Labay, Managing Director at Speero

Kameleoon puts it well:

"There is no shortage of third party integrations to help maximize the impact of an experimentation program." - Jean-Noël Rivasseau, CTO, Kameleoon

Two-way data flow helps you:

• See test results clearly
• Make better decisions
• Build reports faster

Ease of Use Features

Your team needs tools they can pick up and start using right away.

Simple Controls

Think of Unbounce's landing page builder: grab what you want, drop it in place, tweak some settings. Done. No coding skills needed.

Data Charts and Reports

Instapage nails this with ready-made templates that turn data into charts anyone can understand. Pick your metrics, and BOOM - instant visuals.

Team Features

"Getting downstream lead data into test results is SUPER helpful. Adding NPS or customer feedback data to test results makes everything better." - Ben Labay, Managing Director at Speero

What your team needs:

• Tools with team logins
• Easy-to-export reports
• Simple interface for everyone
• Solid support (test it first)

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Help and Updates

Getting help when you need it can make or break your testing program. Here's what matters:

Support Options

"Customer support isn't optional for CRO tools - it's a deal-breaker." - Khalid Saleh, CEO of Invesp

Before you commit to a tool:

• Send a test support message
• Check if they work weekends
• Browse their how-to videos
• Scan recent forum activity

Updates That Matter

Good support means:

• Chat help when tests break
• Clear update plans
• Bug tracking
• API change alerts

Most teams need help with:

• Setting up tests
• Fixing tracking
• Connecting tools
• Building reports

Want to spot a good tool? Check their changelog. If it's gathering dust, the tool probably is too.

Ask these questions:

• "How fast do you respond?"
• "What about weekends?"
• "How do you handle emergencies?"
• "Where's your help center?"

Don't pick a tool with slow support or few updates. When your tests hit a snag, you can't wait days for answers.

Price Factors

Here's what CRO tools and services cost right now:

Let's break down how pricing works in the CRO world:

Here's what most companies DON'T tell you about their pricing:

• They charge extra for advanced targeting
• Want your data? That'll cost you
• API access isn't included
• Adding team members gets expensive

"We are a bootstrapped company and don't have VC money to spend, so our decisions are usually based on reviews." - Harry Cederbaum, Twillory eCommerce company

Here's what companies typically spend on CRO tools each month:

• $2,000 for their total CRO stack
• $99-$299 for A/B testing
• $29-$99 for heatmaps and recordings
• $50-$200 for survey tools

Want to hire help instead? Here's what it costs:

• Small agencies: $3,000-$5,000/month
• Big agencies: Up to $16,000/month
• Freelancers: $10-$400/hour
• Your own team: About $500,000/year

"If you put aside a fixed amount for CRO, you're probably missing out on potential opportunities outside of that amount." - Rutger Kühr, Head of CRO at Pricewise

Want to save money? Here's how:

• Start small with basic plans
• Get the annual discount
• Look for tools that bundle features
• Ask about bulk pricing
• Check ALL the extra costs before you buy

20-Point Feature List

Here's what to check when picking CRO tools:

Different tools fit different needs. Here's what works best for specific goals:

Let's break down some real examples:

• Google Optimize pairs with Google Analytics for deep data analysis
• VWO comes with built-in heat maps and visitor recordings
• Optimizely lets you build test versions without touching code

Here's what each level of tool should include:

Pro tip: Site speed MATTERS. Tests show a 1-second faster load time boosts conversions by 17%. Pick tools that keep your site snappy.

Setup Steps

Here's how to pick and set up your CRO tools:

But here's the thing: You need to do more than just pick a tool. You need to set it up RIGHT.

Here's what that looks like:

"When choosing a CRO tool, the availability of customer support isn't a nice to have, but a must-have." - Khalid Saleh, CEO of Invesp

The Numbers You NEED to Track:

• Current conversion rate
• Monthly traffic volume
• Number of form submissions
• Cart abandonment rate
• Page load speed

Want to know what test to run first? Here's your answer:

Before You Hit That Start Button:

• Check your site speed (slow sites = bad test results)
• Set up your tracking codes
• Pick ONE main goal per test
• Write down your starting numbers

Here's something most people don't know: A tiny 2% to 4% boost in conversions can DOUBLE your results from the same traffic. That's why measuring the right things matters.

| Common Mistake | How to Avoid | | --- | --- | --- | | Wrong tool size | Match to traffic volume | | Bad tracking | Double-check GA setup | | No clear goals | Set specific targets | | Rush testing | Run tests for 2+ weeks | | Skip QA | Test on all browsers |

Start with the basics. Add more features as you learn what works for YOUR site.

Next Steps

Here's your 4-week plan to start getting CRO results:

Your first test depends on your traffic:

"You don't start with choosing a CRO tool for your Store; you need to create a list of your business objectives that you want to accomplish over some time." - Khalid Saleh, CEO of Invesp

Track these core metrics:

Here's the truth: Only 14% of A/B tests succeed. But that's OK - failed tests show you what doesn't work.

Set up these basics before testing:

Keep it simple: Test one thing at a time. Track everything. Learn from each test.

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