Our success is reliant on our customers success so we try to do everything possible to ensure they have a profitable website. More recently we’ve been investing in optimisation and A/B testing. We’ve been visiting the Which Test Won website for years and trying their free usability tests so when the opportunity came to visit their London conference we jumped at the chance.


Our expertise has always been in design and development of eCommerce websites. This conference allowed us to learn from another sector in the industry to see how we can help our clients gain the most from their websites.

Here is a list of the tools we discovered at the event.

1. Balsamiq Wireframes

There are dozens of wireframing tools out there you could use but it isn’t the tool that is important but what can be achieved. Dan Croxen-John mentioned in his talk by wire framing designs clients and their customers provide more critical feedback because they don’t feel like they are viewing a finished project. This is important because we won’t to receive the honest judgements of our work so we can ensure what we build as user friendly as possible.

2. Qualaroo

This is a neat little tool that pops up in the corner of the page to prompt users to answer a question. This widget can be placed on any page of the website and used to collect information on the user experience. Dan Croxen-John used this tool on the thank you page of a checkout to ask the question “Was there anything that nearly stopped you ordering today?”. We were surprised that there was a 6% completion rate of the question. This is a great way to talk to your customers to see if there is anything that could be improved.

3. Survey Monkey

The difference between Survey Monkey and Qualaroo is the length of the questionnaire. Survey Monkey is for long form questionnaires whereas Qualaroo is for 1 or 2 questions that pop up in the corner of the page. Survey Monkey is great to collate lots of information from customers but can sometimes be difficult to encourage people to fill in. Some mentioned an incentive to increase completion.

crazyegg-e13530855828024. Crazy Egg

CrazyEgg tracks your user’s clicks, not just links but any click on the page. A good example is if users click an image which isn’t a link, this will also be reordered. This creates a visual heat map of where and how people are interacting with your site. To see if people scroll, click certain menu items or banners. You can also use this tool while A/B testing to compare changes in interaction.

5. ClickTale

In many ways this is similar to Crazy Egg but also tracks mouse movements and key strokes. You can watch individual users on your website to see how they interact. While this doesn’t replicate a true user testing environment it will give you a good idea of how people are browsing your website.

6. User Testing.com

This is remote usability testing software where you will be able to recruit and watch users interact with your website. You can specify tasks to complete and see how quickly and easily they achieve them.

7. FiveSecondTest

This tool helps you fine-tune landing pages and call to actions. Users have only 5 seconds to complete a task. This could be finding a button or viewing a page followed by questions about what they remember. This tool is great for landing pages where a users attention is limited. You can use this tool to make sure people’s initial perceptions of your brand or product are correct and the page is easy to digest.

8. Join Me

This isn’t a dedicated tool for optimisation like most of the others in the list. This is a free screen sharing tool that allows you to chat and share screens with customers. This is useful for running remote usability tests. This is great for watching customers use your website but also discussing possible design changes and sharing wireframes to get their initial feedback.

google-analytics9. Google Analytics

This wouldn’t be a top 10 list without Google Analytics. Launching in 2005 this tool covers nearly every aspect of collecting data from users including browser, device, clicks, flows and more. You can also setup goals and integrate with Google Adworks to receive detailed information on the success of your advertising campaigns. It is a must install on all websites.

10. Optimizely

This is probably one of the most impressive pieces of software available. It allows you to A/B test pages on your website without needing any programming or coding experience or without making major changes to your website. You can literally be up and running within the hour. Before using this tool we encourage you to install some of the other tools first to gain some insight into what you should be testing on your website and to always validate results.


This is just a small handful of the tools mentioned at the conference. Others include Kiss Metrics, Ethnio, iPerceptions, Unbounce and many more.

The barrier to entry to optimise your website has never been lower with lots of low cost tools available. If you have enough traffic to your website it is definitely something you should be investing in.