Here are the top 7 website optimization tools. We will break down their features, pricing, and give you a detailed review of each software:

1. Fibr AI

Fibr AI is an AI-powered conversion rate optimization tool that lets you automatically test and personalize your website pages. You get two agents to identify what works and apply the changes dynamically for different audience segments.

Our personalization agent, Liv, syncs with your ad platforms, including Meta and TikTok. Then it scans the existing elements, and tailors your web pages to match the ad the visitor came from. That way, your messaging is always consistent with visitor intent, boosting engagement and conversions on your website.

You can see all your ads tied to your URL across platforms in one dashboard. Liv prioritizes the most popular ads for personalizing landing pages. You also get clear impact scores to identify the most critical elements and understand which updates will have the strongest effect on your website optimization.

Fibr also offers an experimentation agent, MAX, which runs multivariate tests and adapts landing pages and campaigns to the best variant. It generates individual hypotheses and ranks them by projected conversion lift.

MAX suggests specific changes to text, images, and layout elements with clear problem descriptions and impact estimates, giving you a direct view of what strengthens page performance. Its recommendations help you spot friction, refine content, and test improvements faster, making website optimization a steady, data-driven process.

Our experimentation agent also offers intelligent traffic allocation and visitor targeting, so the results are always accurate. You can manually accept the webpage variants or automate the entire process for better convenience. MAX will instantly promote the winning variants and archive underperformers to keep the website consistently optimized. 

More than half of marketing leaders will prioritize website optimization for AI-driven search and summaries in 2026, and we can help you there, too. We offer GEO insights into how your brand and website show up across AI-driven and generative search platforms. Just connect your analytics with Fibr and see audience demographics, content performance, GEO traffic, and query-level shifts. 

Fibr calculates scores for visibility, sentiment, and mention quality, and generates content suggestions when it finds gaps. This helps keep your branding consistent across search results, ads, and landing pages.

Key features 

• Lets you build and edit landing pages with a no-code visual editor that works for both marketing and growth teams.

• Generates 100s of optimized landing pages with bulk creation.

• Scale experiments across many pages and audience segments without extra manual work.

• Lets you track performance for every variation in your bulk flow to see what is working through an intuitive dashboard.

• Adjusts customer reviews, testimonials, and social mentions so they fit your ad content and messaging.

• Runs performance tests and monitors website health with the website monitoring agent AYA.

• Provide a free CRO audit to show where your landing pages are losing conversions.

• measures key metrics like GEO score, mention rate, average position, and sentiment.

• Tracks how referrals and mentions line up with your business goals. 

• Offers AI-generated content suggestions to boost engagement and conversions.

Pros 

• Saves hours of manual work each week through automated personalization and testing

• Lifts conversions with dynamic pages that adjust to each visitor’s intent in real time

• Lets you run continuous A/B tests even with a small team

Pricing

Fibr AI offers a 30-day free trial and a pay-as-you-go model. That way, you only pay for what you use and scale your marketing operations without going overboard with your budget. Agencies and enterprises can also customize their plans to meet their needs.

Our take

Here is why Fibr AI is different from generic AI marketing tools:

• Automated workflows: Fibr AI handles your complete CRO process, from creating tests to improving results, so you avoid manual work and don’t have to rely on developers.

• Efficiency: The AI agents run quick experiments and iterate fast, helping you reach the best-performing version much sooner.

• Bias reduction: The hybrid approach of AI automation and human review ensures that every decision is based on real data and remains free of bias.

• Scalability: The platform adjusts your CRO strategy to fit your goals and easily supports your growing marketing efforts.

• Compliance and data security: With strong privacy practices and strict policy standards, Fibr AI keeps customer data protected and maintains full compliance.
  
  

2. Hotjar

Hotjar is a website heatmaps and visitor behavior analytics software. It shows where visitors click, scroll, and spend their time, so you understand how each page actually performs. 

As a website optimization tool, it highlights which elements help your users move forward and which create friction. You can pair heatmaps with direct feedback to spot issues in your website, study real user actions, and make data-driven improvements that support better conversions.

Key features 

• Use the Sense feature to detect friction or blockers automatically

• Run and evaluate 1:1 user interviews to understand how people experience your landing pages

• Watch real user sessions to spot bugs, confusion points, and drop-offs

• Review one-click summaries that surface the most critical moments in each journey

• Collect feedback directly on live pages, prototypes, and early designs

Pros 

• Helps you understand user interactions and identify and fix issues. (Source)

• It offers extensive integrations with additional software for website optimization. (Source)

Cons

• The session recording quota feels limiting, and you must move to a higher plan to keep using the feature. (Source)

• The dashboard is often slow when processing large datasets during high-traffic periods.  (Source)

Pricing

Hotjar offers a free plan, and its paid subscriptions start at $40/month. You can also customize a plan to accommodate enterprises. 

Our take

Its user behavior insights are detailed and helpful for spotting issues. However, the session recording cap can feel limiting, since visibility drops once you hit the quota. Filtering and segmenting data can be time-consuming, and some recordings occasionally miss interactions on dynamic landing pages. 

3. Unbounce

Next up, we have Unbounce, a website optimization tool that lets you create, test, and adapt your landing pages. The platform gives you a drag-and-drop editor, an extensive library of customizable templates, and AI features that help you test headlines, layouts, and offers faster without needing a developer.

Key features

• Personalizes on-page content with Dynamic Text Replacement tied to visitor search terms.

• Adds video backgrounds and parallax effects to your website for creating richer visuals

• Use pop-ups and sticky bars that appear based on visitors' behavior.

• Connect with CRMs, analytics tools, and automation platforms through Zapier and webhooks.

• Protect your account with SSL encryption, two-factor authentication, and detailed audit logs.

• Refreshes your website copy by rewriting, expanding, or tightening it with just a few clicks.

Pros 

• The platform is easy even for beginners. (Source)

• It doesn’t lock you into a grid and offers a coordinate-based editor for free-form designing. (Source)

Cons

• The new pricing model is a little out of reach for small and medium businesses. (Source)

• The setup and integrations are somewhat complex. (Source)

Pricing

Unbounce’s plan starts at $74/month. For agencies, they offer a custom plan. However, you don’t get a free plan or trial. 

Our take

After running several campaigns with Unbounce, we found it strong but not without gaps. The builder gives plenty of room for creative layouts, and Smart Traffic does a great job directing visitors to the version that’s most likely to convert. A/B testing is easy to manage, and the analytics offer clear insights you can act on.

However, the costs add up fast if you’re juggling multiple domains. Mobile layouts often require extra fine-tuning, and some of the more innovative features, including Smart Traffic, are only available on higher-priced plans.

4. Crazy Egg

Crazy Egg is another web optimization tool that helps you see exactly how visitors interact with your site. It offers heatmaps to track clicks, scrolls, and attention, session recordings to watch real user behavior, and A/B testing to try different layouts and headlines. 

You can collect visitor feedback through surveys, deploy popups or sticky bars, and monitor conversions with built-in analytics. In short, Crazy Egg gives a clear view of what works, what needs fixing, and helps improve engagement and conversions.

Key features 

• Offers heatmap snapshots so you see exactly where users click most on your pages.

• Tracks full scrollmaps to show how far down visitors scroll and where they drop off.

• Segment traffic and user behavior by device type, referral source, or campaign to help you analyze different visitor groups.

• Provides overlay and list reports for detailed element‑level click data and performance breakdowns by link, button, or UI element.

Pros 

• It’s a user-friendly and intuitive solution for beginners and small teams. (Source)

• The tool is easy to integrate with your existing tech stack. (Source)

Cons

• The support isn’t prompt enough. (Source)

• Exporting data externally for analysis is difficult. (Source)

Pricing

Crazy Egg offers custom plans. You can contact their sales team and tailor a plan for your needs. 

Our take

Surveys added a direct way to gather visitor feedback. We found heatmaps and session recordings extremely useful for understanding how visitors interact with our pages. The visual insights helped us identify problem areas and optimize layouts quickly. 

5. Surfer

Surfer is a content optimization and on-page SEO tool to improve your website’s search performance. It analyzes top-ranking pages for any keyword and provides real-time guidance to align your content with what performs best. 

The live content editor suggests ideal word counts, heading structure, and keyword placement for website optimization while you write. Surfer also audits existing pages, offering insights on keywords, structure, and internal links. Its research tools reveal competitor strategies and keyword difficulty, helping you target the right terms and improve your website's organic traffic.

Key features 

• Offers SERP analyzer to compare your page against top-ranking competitors

• Runs content audits to identify gaps and improvement opportunities

• Offers keyword research with search volume, difficulty, and intent data

• Tracks daily ranking updates for monitored keywords

• Suggests internal linking opportunities to boost page authority

• Generates NLP-based content ideas to match the searcher's intent

Pros 

• It makes the SEO process feel engaging with gamification. (Source)

• You can add your content to the web tool simply by copying and pasting or uploading a file from your computer. (Source)

Cons

• You can’t edit the content in the auto optimization window. (Source)

• The tool is a bit expensive. (Source)

Pricing

Surfer’s basic plan starts from $79/month. Enterprise plans start from $999/month. 

Our take

The live content editor gave clear guidance as we write, showing ideal word counts, headings, and keyword use. Running audits on existing pages highlighted gaps we hadn’t noticed and helped improve structure and internal linking. The SERP analysis and keyword research features made it easy to spot competitor strategies and refine our approach.

6. Pingdom

Pingdom is a website monitoring tool that tracks uptime, load times, and real‑user performance to keep your website running smoothly. It checks page speed, alerts you to outages, and records how visitors actually experience your pages.

This website optimization software also monitors critical flows, such as sign‑up or checkout, to catch errors before they reach customers. With easy setup and regular testing from global servers, it helps you spot issues fast and improve site reliability for everyone who visits.

Key features 

• Performs uptime monitoring from over 100 global locations to track site availability around the clock

• Tests page load speed and tracks the performance of every page element to identify bottlenecks

• Simulates user transactions such as signup, login, or checkout to ensure critical flows work properly

• Sends instant alerts via email, SMS, webhook, or push when your site goes down or a key transaction fails

Pros 

• You can set up instant email alerts that notify you whenever any of your sites experience downtime. (Source)

• The waterfall view of the site is helpful because it shows which elements are slowing page load times, making performance analysis easier. (Source)

Cons

• The basic tier lacks critical features. (Source)

• It may not be suitable if you need more than simple URL monitoring. (Source)

Pricing

Pingdom offers a free trial. The paid plans start from $10/month.

Our take

The uptime alerts helped us catch outages quickly, and the waterfall view made it easy to see which elements were slowing pages down. Real user monitoring gave clear insights into visitor experience across devices and locations. The transaction checks highlighted issues in critical flows before they affected users.

7. Optimizely

Optimizely is a digital‑experience platform that helps teams test, experiment, and improve websites, products, and features. You can run experiments to see what works best for your users and gradually roll out changes based on real results. The platform supports testing across web, backend, mobile, and server‑side environments. It helps measure results with analytics so you know if changes actually move the needle.

Optimizely makes it possible to try new ideas, from minor design tweaks to major feature changes. You gain control over rollouts and can test safely while handling experiments, personalization, and analytics in a unified system.

Key features 

• Lets you run A/B, multivariate, and multi‑armed bandit tests to compare different versions and find what converts best

• Provides feature flags so you can switch features on or off, or roll them out gradually without redeploying code

• Uses a built-in analytics engine for reliable results, with support for custom metrics, funnel, and user-journey tracking

• Supports experimentation across frontend, backend, mobile, and server environments so tests work consistently across your stack

• Offers AI-powered optimization to automatically generate variation ideas, summarize results, and shift traffic to top-performing versions dynamically

Pros 

• It delivers complex content updates very quickly. (Source)

• The tool is very flexible and gives you complete control over the page you are testing. (Source)

Cons

• You may experience minor delays before the experiment changes appear on the page. (Source)

• It has a steep learning curve. (Source)

Pricing

You can customize a plan by contacting the Optimizely team. 

Our take

Feature flags made it easy to roll out changes gradually without affecting the whole site. We also appreciated the ability to test across web, mobile, and backend systems in one place. The analytics clearly showed which variations performed best.