What tools do you need for an Optimisation programme? 

We often get asked for tool recommendations when running workshops or webinars and it’s often not as simple just saying “xxx is the best” as our recommendation will depend on your situation and budget.

This guide will articulate what our go-to tools are for those looking to build a comprehensive CRO (conversion rate optimisation) programme, some alternative options are for consideration, and how we’d change this recommendation for those with smaller budgets. 

Optimisation tool categorisation 

We can broadly bucket CRO tools into 3 different categories: 

• Analytical tools
• User research tools
• A/B testing tools

Analytical tools 

This is the one where our recommendation is pretty simple – Google Analytics is the market leading tool for a reason and is free. There’s no need to look outside of GA4 providing the tool fits your needs. 

In most cases, the issues that charities have with GA4 is around the accuracy of the data and whether they can rely on the numbers within. Both of these can be solved with a “proper” set up. Check out our data & analytics section for more details on how to audit and set up tracking events in Google Analytics.