Your website could be losing visitors right now.
If it’s not designed optimally, that is. Optimal design keeps your visitors on your site, and motivates them to take action. If your website doesn’t look its best or feature critical components of the organization’s mission, it’s possible that you may have lost them forever!
Especially for non-profits, time and money can be in short supply. Hiring someone to manually optimize your site can be expensive. That’s why there are a number of tools out there to help.
Below we’ve compared four different web optimizers, showing their pros and cons, and tell you which one would work best for your website.
Pros: Free, Google AdWords integration, Login with your existing Google account
Cons: Not standalone, No real-time data or What You See Is What You Get (WYSIWYG) interface
Google offers a robust solution for A/B testing that allows you to integrate directly with your Google account and costs you nothing. It’s not available as a standalone product anymore, and is integrated with Google Analytics. Google AdWords is a system that allows nonprofits and businesses to advertise on Google search results, and this tool seamlessly integrates with it. It also allows you to use any other Google login to link your data. Unfortunately, the data isn’t reported in real time and isn’t as simple as using a WYSIWYG editor.
Pros: Real-Time Data, WYSIWYG interface, optimizations can be done with no account
Cons: Intimidating interface for beginners
Price: Plans start at $19/month
Optimizely provides both a WYSIWYG editor and allows you to see your data in real time. The optimizer interface isn’t incredibly complex, but if you’re not experienced with web design, it can be intimidating. It also allows you to generate some optimizations for free without an account, but in order to gain full functionality of Optimizely, an account is recommended with plans starting at $19/month.
Pros: Landing Page Focus, Support system, MailChimp integration
Cons: Landing Page Focus, Pricing
Price: Starts at $49/month (but you get a lot for $49)
Unbounce cares about the landing page above all else. This is great if you’re trying to optimize where most of your visitors first go to on your site, but it doesn’t provide much more help beyond that first page. They prominently feature their support system throughout their site, which can be helpful. They also flaunt their integration with MailChimp. Unbounce is the most expensive option on the list – their plans start at $49/month, but they offer the most in their basic plan.
Pros: Mapping, Free 30-Day Trial, Big Brand Testimonials
Cons: Plans start at $9/month
Price: Free 30-day trial / Plans start at $9 a month.
From the beginning, Crazy Egg tries to distinguish itself from Google Analytics. It uses heat and scroll maps to allow customers to see where their visitors are leaving, which provides web designers and editors the information they need to improve their site. It has a 30-day free trial and spouts testimonials from brands like Hilton and Mint, but after 30 days, the plans begin at $9/month.
If you’re on a budget, it looks like your best bet would be Google Web Optimizer, but more features are included in Crazy Egg and Optimizely that are worth the monthly plan rate. If your primary focus is your landing page, Unbounce might be your best option.
Whichever tool you use, make sure you optimize your website so you don’t lose valuable visitors.