Ecommerce CRO Tools (2026): The Best Analytics, Behavior & Testing Platforms

Shopify’s internal dashboard gives a big-picture view of your site’s conversion rates and each stage of your conversion funnel. This built-in analytics foundation gives you essential data to understand your store's performance at a glance.

To dive deeper into the "why" behind visitor behavior, ecommerce conversion rate optimization (CRO) tools, suites, and agencies can complement Shopify’s analytics perfectly. These specialized tools use heatmaps, surveys, and session replays to uncover optimization opportunities, then help you deploy A/B tests and personalized, dynamic content to boost conversions.

But with hundreds to choose from, it can be difficult to narrow down which tools will make the most impact in your ecommerce CRO strategy. We’ve identified 17 of the best analytics and testing tools that ecommerce merchants rely on to analyze their stores’ performance and turn visitors into paying customers.

What is ecommerce CRO? Benchmarks to consider 

Ecommerce conversion rate optimization (CRO) is the process of optimizing your ecommerce store to increase the percentage of visitors who complete key actions—such as making a purchase, signing up, or adding items to their cart. 

Ecommerce CRO focuses on leveraging data, personalization, and testing at scale to drive more revenue from existing traffic. The goal is to create a seamless, high-converting, personalized customer experience across multiple channels and devices, no matter where the customer is in the sales funnel.

CRO tools help you deploy experiments to test which changes have the biggest impact on your site’s conversion rate, average order value (AOV), and customer lifetime value (CLV). 

As you work through the ecommerce CRO tools in this shortlist, it helps to have a benchmark to compare your results against:

• Average ecommerce conversion rate: 2.76%
• Average conversion rate on desktop: 2.83%
• Average conversion rate on mobile: 2.72%
• Average add-to-cart rate: 6.08%
• Global average cart abandonment rate: 70%

How to choose your ecommerce CRO stack

With so many ecommerce CRO tools to choose from, it can be difficult to determine which ones offer the best features for your specific use case and pricing needs. Here’s a simple framework to help:

Your ideal tool stack also depends on your team’s experimentation maturity and traffic volume. A high-traffic site with a skilled team and larger budget, for instance, might be capable of advanced testing and personalization with robust data analysis using certified Shopify Plus Partners. 

Web analytics tools

Used to gather quantitative data about your store and its visitors, web analytics tools measure metrics such as bounce rates, session duration, and common exit pages. When you use these tools, you’ll have a better understanding of your store’s baseline performance (which you’ll need for ongoing monitoring) and potential obstacles for shoppers.

1. Google Analytics 4

Over 31 million websites rely on Google Analytics 4 to understand traffic patterns and visitor behavior through its real-time, multichannel tracking. 

Built with Google’s AI at its core, the platform replaces Google’s Universal Analytics and helps website owners uncover insights that can be used to improve their marketing. The tool can also give you a better understanding of your entire customer lifecycle, from acquisition to retention. 

💰Pricing: It’s free to use, but a premium paid version, Google Analytics 360, exists for merchants that have up to 10 million hits each month, offering higher volume and more accurate data.

💡Shopify compatibility: The free Google & YouTube app sends website data from Shopify to Google Analytics.

2. Google PageSpeed and Google Lighthouse

You won’t find these platforms on many lists of CRO tools—and yet, countless studies have shown that improving your site speed is an important piece of the conversion rate (CVR) puzzle.

Google PageSpeed and the more all-encompassing Google Lighthouse audit your site’s speed, with the latter analyzing your site based on performance, SEO, best practices, and accessibility. They also display your Core Web Vitals (CWV)—a set of Google metrics that measure your site’s overall performance. 

💰Pricing: Both Google PageSpeed and Google Lighthouse are free to use. 

💡Shopify compatibility: Install Lighthouse using Chrome DevTools or through the Chrome extension, then visit your store to view your CWV. 

3. Adobe Analytics

Adobe’s answer to Google Analytics, this real-time tracking tool lets you analyze pathways across different channels, including mobile, video, social, and email. 

Adobe Analytics’ easy-to-understand reports show user flow, KPIs, and conversion rates. You can also connect it with other tools in the Adobe Marketing Suite (such as Adobe Target) to test and optimize user experiences. It also has a built-in AI assistant to retrieve specific metrics without your team having to search through the entire platform. 

💰Pricing: No fixed price—you’ll need to contact its sales team for a custom quote. 

💡Shopify compatibility: Integration is complex. Assistance from a CRO partner or implementation expert may be required.

4. Heap

Relied on by ecommerce retailers such as Thinx and Brooklinen, Heap is yet another popular real-time web analytics tool. It’s owned by Contentsquare, the same parent company as other CRO tools such as Hotjar.

Heap offers session replays and heatmap functionality to uncover in-depth information about common metrics, such as page views. You can also use these CRO reports to gain insight into users’ interactions, like clicks, field changes, and transactions, in an easy-to-read format.

💰Pricing: There are various plans to choose from, depending on the features and integrations. However, Heap doesn’t share its pricing publicly. 

💡Shopify compatibility: One-click integration available.

User behavior tools

Before you can even begin to dig into how to best design your site for conversion optimization, it’s critical to understand how online shoppers are navigating through your ecommerce store—and where leads and sales are being lost.

Dedicated to gathering qualitative data, user behavior tools can help you understand what drives customers to purchase an item or walk away. The goal? To determine points of friction and how you can improve their experience—and your conversion rate in the process. 

“At the core of a successful CRO program sits a developer, marketer, salesperson, customer support manager, or entrepreneur who has the hunger to better understand their customers,” says Molly Staats, senior marketing manager for Lucky Orange, a CRO tool and Shopify technology partner.

“It doesn't require someone to have a CRO title or anything more than the willingness to watch session recordings, study dynamic heatmaps, and start to develop hypotheses around what can improve the online experience.”

5. Lucky Orange

Trying to identify the drop-offs in your conversion process? More than 500,000 websites worldwide use Lucky Orange, a CRO suite that uses heatmapping and other features to pinpoint visitor behavior and conversion funnels. 

Lucky Orange lets you clearly see where website visitors are clicking and how far they’re scrolling, as well as access recordings of their visit. Other features include:

• Live chat function 
• Polls and surveys
• Dynamic heatmaps
• Conversion funnels
• Session recordings, including Shopify Checkout replays

These latter tools are key to improving CRO, says Molly. She explains that CRO can be either proactive or reactive—but the best user behavior tools should be both. “In reactive CRO, the focus is on your business metrics,” she says. “If something like the conversion rate of a landing page drops, you can respond by watching session recordings or analyzing a dynamic heatmap.”

💰Pricing: Free plan available, though enterprise brands with more than 700,000 monthly sessions must contact the sales team for a custom quote.

💡Shopify compatibility: Shopify app available.

6. Crazy Egg

Likely one of the most widely used heatmapping tools, Crazy Egg is used by over 436,000 websites, including IKEA, Asics, and Williams Sonoma. It offers CRO reports to understand user behavior within your store. 

You can determine whether your ”Buy Now” buttons are in the right spot, track paid advertising campaign content, and record entire user sessions. It also has a built-in A/B testing tool to determine what changes will result in the highest conversion rates.

💰Pricing: Crazy Egg’s enterprise plan, which includes one million tracked pageviews per month, starts at $599 per month.

💡Shopify compatibility: Shopify app available.

7. Mouseflow 

Like the other tools on this list, Mouseflow generates heatmaps, records user sessions, analyzes funnels, and offers form analytics and user feedback. 

One unique selling point, though, is its “friction score” feature, which identifies common frustration points on your site, such as:

• Failed discount codes
• Form errors
• Non-clickable elements 

With Mouseflow, session recordings of these events are automatically tagged, helping you isolate the product pages or recordings where users experience friction when navigating your store.

💰Pricing: Mouseflow’s pricing depends on how many conversion funnels you want to track. High traffic stores will likely need a custom-quoted enterprise plan. 

💡Shopify compatibility: Shopify integration available.

8. FullStory

FullStory, an analytics tool for measuring digital interactions across multiple channels using heatmaps and session recordings. It counts Papa John’s, Ocado, and The Farmer’s Dog among its users. 

Unlike some of the other user behavior tools listed above, FullStory doesn’t offer feedback widgets or surveys—but it does have a bug tracking tool. It also indexes every individual interaction a user has on your site, which are then made fully searchable. 

💰Pricing: FullStory’s CRO platform is custom-quoted.

💡Shopify compatibility: Shopify app available. 

9. Lyssna

Designed to take the guesswork out of design decisions, Lyssna (formerly UsabilityHub) is a remote user research platform used by Hello Fresh, Aesop, and Sephora. 

Lyssna puts an end to your team’s internal debates by allowing you to gather opinions and sample responses from real users through first-click tests, design surveys, preference tests, and five-second tests. It also integrates with Zoom, Google Calendar, and Microsoft Teams, and includes a built-in research panel to recruit more users for a statistically significant result. 

💰Pricing: Free plan available for small teams. Pricing is bespoke for enterprise users.

💡Shopify compatibility: No official integration.

10. Intercom

Conversion rates are affected by your customers’ entire journey—not just the time they spend on your site. That’s why Intercom is a key CRO tool for merchants with a dedicated customer service team. 

In addition to its AI-powered “conversational marketing” functions designed to improve conversion rates, Intercom allows you to audit user behavior by analyzing chat logs and call recordings—and more specifically, to determine points of friction on your website that may lead to a user calling your customer service team.

💰Pricing: Plans start at $29 per user, per month. 

💡Shopify compatibility: Shopify app available.

11. Privy

One of the top-rated partners in the Shopify App Store with thousands of positive reviews, Privy is designed to integrate with your email service provider to grow your contact lists, reduce cart abandonment, and deliver targeted offers. 

It also has a built-in CRO testing tool, with real-time reporting and A/B tests to track new opt-ins, see where they come from, and look at which offers and forms they’re responding to. 

💰Pricing: Plans start at $30 per month.

💡Shopify compatibility: Shopify app available.

CRO testing tools

After determining the points of friction and potential improvements on your site, you’ll need a method to verify whether your changes actually improve your site’s conversion rate. CRO testing tools help you compare and measure changes to see which ones work best.

However, before you jump in, remember that the goal of CRO isn’t to completely redesign your site. It’s to improve your customer’s journey from the moment they hit the landing page until they click the “Buy” button.

HiConversion’s Ben Virdee-Chapman says that committing to a large redesign project—then measuring with a single A/B test—is the biggest CRO mistake he sees ecommerce merchants make: “The problem is that there are hundreds of variables that might affect conversions. After a redesign, if the page is worse than before, teams will never really know why. That’s why incremental improvement is so underrated.”

12. AB Tasty

Cosmetic retailers—including Sephora, Ulta Beauty, and L’Oréal—are just a handful of the major ecommerce brands that rely on AB Tasty. 

As its name implies, this tool helps with A/B testing and a variety of other conversion rate optimization strategies, such as:

• Multivariate testing
• Split-testing
• Multi-page testing 
• Predictive testing
• Content personalization 

What’s unique about AB Tasty is its Emotions AI feature, which segments website traffic by users’ emotional needs. For example, users can be segmented into “immediacy” and “change” categories to personalize their onsite experience.

💰Pricing: AB Tasty’s platform is custom-quoted.

💡Shopify compatibility: Shopify app available.

CRO testing suites and agencies

Rather than relying on a patchwork of individual tools to determine user behavior and make modifications to your site, all-in-one suites and agencies offer everything we’ve covered above.

13. Shoplift

An all-encompassing CRO solution and Shopify Plus Certified App, Shoplift uses AI to help ecommerce merchants increase conversion rates in real time. 

Rather than relying on standard A/B tests, Shoplift uses Lift Assist to automatically build onsite experiments that test content, style, and layout based on user behavior. You can also segment your audience to define which tests you run for each buyer persona, quickly identifying combinations that improve buying experiences and convert visitors more effectively. 

Once a winning combination is found, the CRO tool presents you with easy-to-understand reports.

💰Pricing: Plans start at $74/month.

💡Shopify compatibility: Shopify app available.

14. Nosto

If you want to test and optimize experiences across your store without risking lost revenue, Nosto is your solution. It integrates seamlessly with Shopify and is already being used by brands such as Kylie Cosmetics, Figs, and Diane von Furstenberg.

What sets Nosto apart is its ability to dig into merchandising insights and hone in on different segments to personalize experiences. Once the platform determines the best design for conversion, it automates the flow of traffic. Then you can experiment with:

• Dynamic product bundles
• Personalized search
• Category merchandising
• Product recommendations
• User-generated content

"The biggest mistake [ecommerce merchants make when it comes to CRO] is relying on a one-size-fits-all strategy and assuming that will work for customers at all stages of the funnel,” says Jemma O’Leary, Nosto’s product marketing manager. 

“Messaging, discounts, and CTAs can and should be differentiated for customers in different lifecycle stages, and should be regularly A/B tested to optimize for highest-converting variations.”

💰Pricing: Nosto doesn’t share its pricing details publicly.

💡Shopify compatibility: Shopify app available.

15. Justuno

Powered by AI, Justuno is used to create personalized marketing campaigns. It’s used by over 100,000 brands, including Colorwow, Solawave, and Ooni. 

This Shopify Certified Partner also has built-in tools for optimization. Justuno gathers and analyzes data, allowing ecommerce marketers to develop data-driven campaigns with the help of an A/B and multivariate tool. For example, you can test:

• Popup placements
• Call-to-action buttons
• Email opt-in incentives

It also offers a conversion audit, where its consultancy team will walk through your website and identify areas for improvement. 

💰Pricing: Packages depend on the number of monthly visitors your site has.

💡Shopify compatibility: Shopify app available.

16. VWO

Used by over 675,000 websites worldwide—including Carrier, Dr. Squatch, and Decathlon—VWO is one of the most popular visual editors and testing tools available. It offers web analytics and user behavior insights. 

Its user behavior tool, known as VWO Insights, helps you visualize the conversion funnel. It uses heatmaps, forms, session recordings, and surveys to identify roadblocks that prevent users from progressing. 

With VWO Testing—which includes A/B testing, multivariate testing, and split testing—you can see how visitors are responding to changes on your site in real-time.

💰Pricing: Packages depend on how many monthly users you want to track.

💡Shopify compatibility: Shopify integration available.

17. LimeSpot

An AI-driven ecommerce CRO platform, Vancouver-based LimeSpot is a personalization and conversion pro. It’s used by ecommerce brands like Newton Baby, Olive + Piper, and The Citizenry.

The ecommerce CRO tool offers an all-in-one service focused on the end result (better customer experiences and higher conversions) but starts from the bottom at data collection. You can segment your audience, then learn from concurrent A/B testing and optimization to create an adaptive shopper journey. 

For instance, with Limespot’s CRO platform, you can A/B test:

• Product descriptions
• Bundles 
• Cross-sell recommendations 

💰Pricing: Plans are custom-quoted depending on your store’s monthly revenue.

💡Shopify compatibility: Shopify app available.

Core Web Vitals for CRO

Core Web Vitals are a set of Google metrics that measure real-world user experience on your ecommerce site. You can find them inside Google PageSpeed Insights or Google Lighthouse:

• LCP (Largest Contentful Paint): This metric measures how long it takes for the largest visible element (like a product image or hero banner) to load. A good LCP is under 2.5 seconds.
• INP (Interaction to Next Paint): This measures how quickly your site reacts after a user interacts (e.g., clicks “add to cart”). A good INP is under 200 milliseconds.
• CLS (Cumulative Layout Shift): A measurement of how much elements move around as the page loads. A good CLS score is below 0.1.

Search algorithms use Core Web Vitals to understand the quality of user experience on your website. The faster, the better—especially in ecommerce. A report by Unbounce found 70% of consumers think a site’s page speed impacts their willingness to buy from an online retailer.

That said, some onsite improvements can result in slow-loading pages. For example, you might increase conversion rates by 0.2% by adding more complex product imagery or a personalized social proof widget, but see a reduction in page load speeds as the site has to load additional code when a visitor arrives for the first time.

Consider the tradeoff between the two; decide whether the enriched shopping experience outweighs the negative impact of page load speeds on user experience and search engine rankings.