10th Sep 2020

6 tools that will help you convert and analyse website visitors

10th Sep 2020

Curated by Sparrho

There are countless marketing tools designed to help gauge your efforts while growing an audience and converting customers. In fact, there are a whopping 8,000 martech (marketing tech) solutions to choose from. And while choice is always welcomed, sometimes it can be difficult to tell the good from the bad.

Marketing technology landscape map

Picking an option that will help you analyse and convert website visitors requires some research. Fortunately, you don’t have to sit there and sift through thousands of martech solutions. That’s because we’ve selected six marketing tools that will help you understand your audience and grow your business.

So, without further ado, here are six tools that will help convert website visitors.

1) Google Analytics

Google analytics dashboard showing different metricsGoogle is the messiah of all things tech, so it’s no surprise that it has made its way onto the list with its web analytics service. Conveniently named Google Analytics, the service is like a swiss army knife for marketers, thanks to the number of different actions it performs.

Many users are familiar with the basics, such as tracking website visits and seeing which pages get the most hits. But dig a little deeper, and you can garner some surprisingly useful insights. 

From identifying landing pages with high bounce rates to segmenting particular user groups that have performed specific actions, Google Analytics lets you get under the skin of your website. Use it to see how your online operations are really performing.  

2) Hotjar

Hotjar heatmap showing clicks on a websiteSome marketers find it easier to visualise scenarios, and Hotjar is just the ticket for conceptualising how visitors will engage with your website. The behaviour analytics site helps you learn all about how your customers perform on your site, which enables you to make better marketing decisions. 

Users can record heatmaps of clicks and actions of those using your website. You can also record user sessions so that you can see exact behavioural traits in real-time. This is incredibly helpful if you’re setting up new web pages, testing copy or A/B testing more significant website changes. 

And it’s got a cool name too. 

3) Amplitude

Aplitude dashboard showing weekly usersWe’re big fans of Amplitude, thanks to its ability to peel back the curtain on specific user behaviours. While Google Analytics provides details on an anonymised level, Amplitude lets you see the behaviour of individual users so that you get laser-sharp insights.

A product intelligence platform, Amplitude places extra emphasis on intelligent actions. Even at its most basic, the tool can provide clarity within purchase or conversion tunnels and help you create clearer strategies. 

If you are after a 360 view of how people use your website, you should give Amplitude some serious thought. 

4) Personalised chatbots

Steve the Science Bot chatting with the userChatbots are growing in popularity, thanks to their ability to convert customers. Fifty-eight percent of B2B businesses now use a chatbot on their website, as they offer a way to provide instant answers to customer questions, no matter the time of day. 

However, chatbots are more than Q & A tools and can provide content that helps build trust and convert customers. Take Steve, for example. It’s a Sparrho chatbot who plugs into other businesses and enables them to provide their customers with insightful and relevant science summaries. 

Since launching Steve, our clients have seen encouraging results:

  • With one client, for example, Steve converted 8 times more leads than their conventional online form
  • That worked out to be around 10 leads per day
  • 52.8% of people who visited the clients’ website interacted with Steve
  • Bounce rates dropped by 2.1%
  • Session duration increased by 18% within five days of Steve’s activation
  • 60.5% of people said they enjoyed the chatbot conversation with Steve
  • While 23.7% weren’t sure and only 15.8% said the chat conversation didn’t excite them. However, we’re constantly tweaking and updating it to meet customer demand.

So, not only has Steve boosted website conversation, but it has also collected valuable customer insights from engaged users while answering key questions around their needs to determine their online behaviours. 

5) Usertesting.com

Users providing feedback on usertesting.com All marketers can attest to spending hours writing website copy until it blurs into one and the words seem to lose all meaning. It’s at times like this when a fresh pair of eyes is particularly helpful. Fortunately, Usertesting.com allows you to hire people to perform a variety of actions, including reading web copy. 

They will provide comprehensive feedback on what works well, as well as stuff that doesn’t quite land. Watching all the recording back takes a fair bit of time, but it will be well invested as it will provide valuable feedback from people completely detached from your brand and enable you to hone that vital marketing message. 

6) Your competition 

Graphic showing competing people running towards a goalThere is nothing quite like researching your competitors to understand better how to convert website visitors. Seeing what works well for others in the field can help you focus on your audience. You can see how competitors convey their brand message and get an idea of the design and feel of their website. 

Browse competitor websites and see which aspects they’re focusing on and how they direct their customers to conversion. Sign up to their emails, read their blog posts, search for non-brand terms on Google and click on their ads to get a comprehensive overview of how they market their products and services. 

Take me to the promised land (of conversions)

Now that you’ve seen our top suggestions for converting customers, you won’t need to spend hours trawling through the endless martech options. Whether you’re using analytics tools to see customer behaviour or a chatbot to provide insightful information, we believe the tools on our list will prove handy in better understanding your audience and turning them from leads into customers.

Curated by


Steve, the sparrow, represents contributions from the Sparrho Team and our expert researchers. We accredit external contributors where appropriate.

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