13 Most Used Conversion Rate Optimisation Tools in Singapore


When it comes to choosing software to help your conversion rate optimisation strategy, you can never run out of options.

The only problem of having an array of options is that you can find it challenging to find the one to suit your needs. Most of the tools are free to use, while a few require paid subscriptions.

Here are the best tools that you can use to do conversion rate optimisation.

A/B Tasty

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A/B Tasty is an excellent tool for increasing your website conversion rate. 

It leverages the powerful capabilities of AI technology to create and optimise the customer journey map. It is also useful in conducting A/B tests, which allows you to understand your audience better and create an effective optimisation strategy.

Adobe Analytics

conversion rate optimisation

Analytics are crucial if you want success for your digital marketing in Singapore. Adobe Analytics allows you to track and measure the effectiveness of your content, engagement levels on your posts, and the sources of your traffic.  With this information, you can devise better ways to increase site conversion rate.

Convert Experiences

Convert Experiences fronts itself as a low-stress A/B testing tool that guarantees high returns. It assists marketers in making the most of web traffic by converting them into customers.

This tool is one of the few enterprise solutions that does not store personal data and is fully compliant with GDPR. It is also fast, and customer support is available throughout in case you experience any difficulties.  These features make Convert Experiences an invaluable addition to your conversion rate optimisation strategy.

Crazy Egg

conversion rate optimisation

Crazy Egg is a popular conversion optimisation tool among marketers in Singapore. It offers a variety of resources to help you visualise how your traffic interacts with your website. These resources include heat maps, click maps, and scroll maps, and so on.  

Moreover, Crazy Egg’s A/B testing tool ensures that you implement data-backed strategies that will increase your revenue. Some of the elements you can test include content placement, colour scheme, and copy.

Decibel Insight

conversion rate optimisation

Decibel Insight has a unique feature called the Digital Experience Score that measures experiences on apps and websites. It is useful if you want to increase your website conversion rate, and more impressively, it can predict conversion rates.

Decibel ranks the experience issues affecting your audience, allowing you to know what needs improvement. It also offers diagnostic tools such as heat maps, form analytics and session replays.

Several prominent brands use this tool to improve their conversions, including Tesco, PlayStation, and Lego.

Effective Experiments

conversion rate optimisation

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Effective Experiments takes charge of your testing and experimentation and allows you to focus on conversion rate optimisation solely. This tool will enable you to plan your experiments and visualise your ideas using shareable roadmaps.

Another standout feature is its seamless integration with third-party website performance tools. Effective Experiments also supports one-click report generation. This ensures that you do not waste time putting together reports and focus on improving other areas of your business.

Google Analytics

conversion rate optimisation

Google Analytics is the favourite tool for most marketers who engage in digital marketing in Singapore. The tool offers a comprehensive analytics solution that is suitable for all businesses, whether big or small.

The analytics feature measures various metrics that help you to understand the preferences of your audience. You can also use surveys to get fast and reliable opinions from your customers. There is also an optimisation feature that allows you to test variations of your apps and websites.

The best thing about Google Analytics is that it is free of charge.

Google PageSpeed Insights

conversion rate optimisation

Page speed has a significant impact on your website conversion rate. If you have a slow website, people will abandon it for quicker alternatives, reducing the number of conversions. On the contrary, people are more likely to purchase your products if your website is fast.

Google PageSpeed Insights helps with conversion rate optimisation by making your site fast across all devices. It works by analysing the contents of webpages, identifying the bottlenecks, and delivering suggestions on how to improve loading speeds. Similar to Google Analytics, it is free to use.




Hotjar is a comprehensive website performance analysis tool that has all features that a marketer needs. These features include funnel tracking, heat maps, session replays, and triggered polls, and so on.

Concerning conversion rate optimisation, Hotjar heat maps highlight the areas on your website that get most clicks. You can use this information to guide you in improving conversions. For instance, you could place a call-to-action button on the areas that get the most activity. The heat maps collect anonymised data, meaning that you get insights into user behaviour without compromising their privacy.

Hotjar is entirely free to use.


conversion rate optimisation

HubSpot offers a marketing automation platform that enables you to build a comprehensive inbound marketing funnel on your website. It also supports A/B testing of various elements on your website and allows you to deploy personalised content for improved conversion rate optimisation.

It also integrates effortlessly with other HubSpot platforms such as HubSpot CRM, which allows you to track customers. When you know how customers interact with your brand, you can easily see the impact that your marketing campaigns have on your business.

Lucky Orange

conversion rate optimisation

If you want to see the actions taken by users who leave your site without converting, you should try out Lucky Orange.

The main dashboard allows you to see how many people are browsing your site in real-time and how they found your site. You can also use the comparing tool to see the performance of keywords, posts and other content over a specified period.

Lucky Orange generates heat maps that show you how users interact with your website. You can segment the heat map data by date, device, location, and many other metrics.

It also has a conversion funnel that enables you to see where people are abandoning a process on your website, such as checking out or signing up for a service.

Survey Monkey

conversion rate optimisation

Conducting surveys is essential for conversion rate optimisation. On the internet, very few tools can rival the efficiency of Survey Monkey when it comes to creating surveys.

It is simple enough for a beginner to use, but its features are powerful enough to meet the needs of an experienced professional. Every day, 20 million questions are answered on the Survey Monkey platform.


conversion rate optimisation

WebPageTest allows you to run website speed tests from multiple locations around the world using browsers such as Microsoft Edge and Google Chrome. This way, you see what the user experiences when they are trying to access your website.

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You can run simple tests or conduct advanced tests such as multi-step transactions, content blocking, video capture, and so forth. The tool will then generate a comprehensive report showing suggestions on where to improve.

6 Important Elements that Govern Conversation Rate Optimisation

Now that you have adequate information about the best conversation rate optimisation tools in Singapore, the next thing you have to consider are the six elements that impact CRO, the benefits of conversion rate optimisation in Singapore, and how to calculate it. 

You have to that accurate data, do multiple A/B tests, and improve content creation process to run a successful CRO campaign. Here are the six elements that you cannot afford to ignore.

Landing Page Design

The landing page is the first thing that a potential customer comes across either from clicking an ad or a link you sent to via email or social media. The design has a major impact on the usability and performance of your website in terms of convince customers to place orders.

A good example of websites with great product landing pages is Amazon. Every detail of a product is strategically placed to ensure that it captures the attention of the customers. For instance, a few seconds after landing on particular product page on Amazon, you can conveniently add the product to cart by just clicking on “add to cart” button. 

This button is in orange and next to the product details column so the chances of missing it or having to contact support for guidance are nil.

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Orange works best on Amazon and other similar websites due to its intense nature and the white background. The site also goes ahead to use white space to lure in the customers and incorporation of product images to capture the attention of customers and instil trust quickly.

Website Copy

While making sure that your website is aesthetically appealing to the target audience, the words that you use to pass the intended message to the visitors matter a lot. The website copy should be engaging enough and capable of delivering the intended message to the target customers within the shortest time possible. 

How persuasive your content is will make the difference between whether the customer will convert or move on to another website that offers better content. The two subsections of website copy are:

1. Headlines

Headlines are the first things that any customer see when they land on the page. Its your chance to create a positive impression to lure them to do business with you. If the headline is not properly structured and optimised, the customers will not bother to browse through the other parts of the website.

In regards to formatting, you have to ensure that the font size, type and colour captures their attention and is readable. 

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Writing style should be geared towards further encouraging them to move ahead and place an order or check out the product details. Questions that are well structured will do the magic provided they are directly related to the intent of the customer. For example, if you sell email marketing tools, you can use a headline such as – 5 Simple Ways to Ensure Email Marketing Supercharges your Conversions.

2. Body Content

The body content should answer the question or what the headline promises. The customer needs to know what in store for them so make sure you are to-the point, clear, concise, and express the brand persona. 

Here are several tips for properly formatting the body content.

  • Subdivide the content into small paragraphs that are easy to read
  • Use relevant subheadings to divide the content into small bits
  • Make use of numbered lists and bullet points
  • Ensure the font size, colour and type match or complement the design of the website
  • Tone should match the target audience
  • Use stylistic elements such as metaphors and adjectives
  • Provide easy takeaways by highlighting key phrases

Concisely, a properly structured headline that is accompanied by content that answers all the right questions and is well structured will make the website pages desirable and appealing. 


As the name suggests, a Call-to-Action is polite request to the customers to go ahead and take the desired action. The action is dependent on the goal you want to achieve. It can be to join your mailing list, subscribe to newsletter, place an order, or book a slot in an upcoming webinar.

The crispier and stronger the CTA, the more leads it will generate. Use the right colour to capture their attention and ensure its strategically placed on the page. As mentioned earlier, orange is one of the best colours for CTA button, but you can experiment with other colours to know which one matches your website background colour and market.

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Site Structure and Navigation

Site structure determines how a customer moves from one page to another when they visit for the first time. The high performing websites in Singapore have a site structure that helps the customers to easily navigate the pages. It is how the various pages on your website are interconnected, interact, and complement each other. 

Well, there is no specific structure that work for all sites, but there is a standard hierarchy standard that you should strive to achieve.

The first step is the homepage then proceed to the subcategories to help the customer find the product they are looking for faster. As shown in the graph above, the users will have no problem moving from one page to another. But if its unstructured, they will not be able to find what they are looking for and won’t hesitate to abandon your website for your competitors whose sites have a better navigation.

When determine which structure to use, consider the most important sections of the website. What are the goals of a website visitor when they land on a particular page? The answers to this question will help you choose the best structure and don’t try to copy your competitors – strive to be as unique as possible.


Forms are an integral part of conversion rate optimisation especially if you have a sales funnel. The forms should be well structured to cover the customers primary touchpoints. There are many theories on how forms should be structured and there is no guarantee that a particular form will improve your conversion rate.

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For example, a comprehensive form may work magic for a particular website but fail to deliver the same results in another. The secret to creating the best forms is by striking and maintaining a balance between volume of leads and lead quality. 

Here are four tips on how to optimise website forms.

1. The Fewer Fields the Better

Well, this is dependent on the amount of information that you require from a customer to offer a service, but it works for most niches. The information gathered from the forms will give you specific information about the customer such as the city they reside in and the service desired. 

2. Make the Forms Aesthetically Appealing

Good looking forms will enhance your website user experience. The forms should not have flashing text, should have a consistent styling that is not confusing. The most important fields should be strategically placed at the top and the rest at the bottom. 

You could also stand out by creating progressive forms to crank up the conversion rates of the various landing pages without affecting the depth of user information. 

3. Simplify the Process of Creating Passwords

Based on research, the password creation field is one that takes up most of the time on most websites that we reviewed. Make it simple and as straightforward as possible. You can also guide them through the process to make the process ideal for not only the customer but also your business. Ideally, the password should be strong but easy to remember for the customers.

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4. Leverage Google or Facebook SSO

Google and Facebook SSO can not only improve the conversion process but also help you to gather more details about the customers without appealing too invasive into their social life. If the customer is logged in Facebook and Google when prompted to fill the form, then you will shorten the conversion process greatly. 

In addition, the SSOs will cushion them from the pain of creating passwords that they have to remember and input every time they visit your website. That said, keep in mind the data privacy policy and security of your business. 

Page Speed

Page speed, also commonly referred to as page load time is one of the factors that Google uses to rank website. It has a significant impact on user experience and the site conversion rate. Website that loads in 1.7 seconds are faster than 75% of all the websites in the world. The same report indicates that a website that loads in 0.8 seconds is faster than approximately 94% of the websites.

A delay of even one second can lower the conversion rate by up to 7%. This means that if your website generates SGD 150,000, a one second delay can result in loss of approximately SGD 10,500. Using the same calculation, the same delay can result in 11% loss of customers who opt to close the page.

4 Insane Benefits of Conversion Rate Optimisation

Why should you bother to invest in a conversion rate optimisation tool and change your website to perform better? Here are the four insane benefits to answer this question comprehensively.

Helps you Understand the Customer Better

Without a clear understanding of what your customers need or are looking for when they land on your website, you will not be able to convert them into buying customers. Conversion rate optimisation will help you understand your customers better and come up with tailor-made solutions for them. You will know their pain points and come up with structured service packages. 

The data will also help you to segment them and create a bulletproof CRO strategy. 

Attract more Customers and Reduce Cost per Acquisition

The essence of conversion rate optimisation is to help potential customers who come to your website to find the product or service they are looking for quickly. The better you understand your customers, the more capable you will be at creating desirable customer experiences. 

The better the customer experience, the higher your chances of getting more customers from the same organic traffic from search engines and other platforms such as social media. This will in turn reduce the cost per acquisition significantly.

Enhance your SEO Efforts

CRO and SEO complement each other. If not fails, the other one will also take a beating. With Google bots becoming smarter, you need to understand your target audience search intent fully. User experience is also a ranking factor, so, combining SEO with CRO will help you achieve better results.

Boost Customer Lifetime Value

Conversion rate optimisation will create better customer experience for both new and existing customers. Go ahead and segment them customers and shower them with care using freebies and discounts. Personalised product recommendations and special bonuses will increase customer lifetime value significantly. 

Working on the customer journey will transform one-time customers into returning customers if you anticipate what they want and them feel special to the brand. Besides, the savvy customers gravitate towards businesses that offer personalised experiences using product recommendations and special discounts.

How to Calculate Conversion Rate

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Conversion rate is a percentage of the number of customers who end up buying the product divided by the total number of people who visited your website at a given period. You can calculate it on a weekly, biweekly, monthly, yearly, or even daily basis – the choice is all yours.

The same formula can also be used to calculate micro-conversions such as email signups on a monthly or weekly basis.


Conversion rate optimisation has a major impact on the success of any online store in Singapore and abroad. You cannot afford to work on your website structure or any other element discussed by fail to improve the other element as all of them work in tandem. Test different colours on the CTA to know which one best suit your brand. Use the above tips to ensure that your website is upbeat and stays ahead of the competition. Investing in a CRO automation tool makes the process easier and faster. It also allows you to focus your efforts on other areas of your business. Keep in mind that every tool in this business has its strengths and shortcomings, so it is advisable to use them in a combination. Get in touch with us for professional digital marketing services in Singapore.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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