Seven User Experience Tools Every Internet Marketing Team Needs

Digital marketers are getting closer than ever to perfecting the user experience. Today’s websites can’t be successful without understanding their target audience. When you’re trying to create the best user experience, there are a lot of different tools online that claim to help marketing teams get what they want: conversions. However, these seven tools offer some of the best resources for digital marketing teams, but they’re not always free. These tools allow you to drive traffic and improve conversion rates. These same tools should be in every internet marketing firm’s bag of services.

1. UserTesting.com

Cost: $40 and up
Necessary? Most definitely.
If you want to make changes to a client’s site but the client isn’t too happy about the design, where do you go from there? You’re skeptical about some parts of the design, but you think it will really help the site’s traffic and conversions. So what do you do? UserTesting.com is a great resource when this happens. You can get suggestions and impressions right from your target audience about what’s frustrating about your site. You can take these results to the client and show how your new site would make those changes.

2. SurveyMonkey

Cost: Free* and prices up to $65/month
Necessary? Most definitely.
Digital marketing is all about understanding where your audience is coming from. You need to know how they shop, where they purchase stuff, what they like to look and what’s influencing their purchasing power. SurveyMonkey.com gives marketers a way to talk directly to current and potential customers in a target audience. You do have to have a list of people who will respond to the survey or gather users from social media. However, you can use another tool to fix that issue.

3. Google Consumer Surveys

Cost: $.10 to $3.50 per survey
Necessary? Convenient to have.
If you don’t have any contact information for people in your target audience, Google Consumer Surveys offers the best way to collect information about what your target audience is looking for. You can ask your target users for a cheap cost about what they like or conduct surveys from people who are visiting your site about what they want to change. It’s also not as gimmicky as the popups that ask for feedback right when a user finds your homepage.

4. InVision

Cost: Free*, prices up to $100/month
Necessary? Convenient to have.
If you work with people in multiple departments, then you know what it’s like to try and collaborate through email. InVision lets you collaborate on designs with a team and clients where everyone is able to view, make comments and review in one central area.

5. Visual Website Optimizer

Cost: Free*, prices up to $129 per month
Necessary? Most definitely.
Visual Website Optimizer has made a lot of digital marketing teams take a step back and look at their strategies once more. Before marketers may have focused solely around increasing traffic, but now with more tools, you can analyze and test optimization and design ideas that will move people smoothly through a client’s site and hopefully to the checkout.

When you don’t have a designer to call and create three variations of call-to-action buttons with different colors and placements, there’s Visual Website Optimizer. This lets you change CSS and HTML sections of your webpage and test the variations then run the version that you like best.

6. UsabilityHub

Cost: $20+ per month
Necessary? Most definitely.
There’s nothing worse than bringing a site live that you’ve developed for many months only to find that visitors don’t like it or can’t seem to get around on the site. UsabilityHub makes it so easy to get feedback on mockups and designs before launching anything. You can upload a screenshot and select the test you want. There’s three tests including Click Test, Nav Flow Test and Five Second Test. You can design for the number of people that you set on the site, and you can get reports promptly. Real-time impressions with opinions from people on your site is definitely worth the $20 per month.

7. ClickTale

Cost: Free
Necessary: Convenient to have.
Google Analytics can tell you what users are doing on your site like when they leave before filling out a lead form or stop checking out in the middle of the process, but ClickTale can tell you why they’re doing these things.

ClickTale provides click maps, visitor recordings, form performance analytics and heat maps. Now you are bretty prepared to improve your optimization for better conversions. You can also execute things in real time so you don’t have to wait to get results.