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Eleftheria Batsou
Eleftheria Batsou

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Conversion, Customer Journey, Design Feedback, 1st Click Testing, Frontend Design Tools | UX

More than 15 free or paid tools to leverage in your next project.

In this UX series, I write about trusty UX tools I have used, or I’ve heard good things about or you folks have suggested.

In my previous articles, I focused on the categories: automated UX analysis, analytics, A/B testing, accessibility, animation, annotation, audio transcription, automation, diagramming, data repository, card sorting, code editor, collaboration, competitor benchmarking, data visualization and evaluating design.

In this article, I will focus on: Conversion, Customer Journey, Design Feedback, First Click Testing, Frontend Design Tools.

Let's start 😎.


1. Decibel Insight


It can also be used for: Analytics, Conversion

Cost: No Info

What does it do best: Measure experiences and predict conversion using visualisations of your website or app's "Digital Experience Score (DXS)".

Decibel scores every online customer experience to expose what’s really happening on your website, and provides the most advanced tools available to understand why. By



It can also be used for: Live Chat with Users, Analytics, Conversion

Cost: Free+

What does it do best: Sales funnel, onboarding, feature-use, subscription growth, cohort analysis, etc. See what users are doing across touchpoints. Useful for improving acquisition, engagement and retention.

End-to-end Customer Journey Analytics. No hours sank into aggregating and cleaning data. No complex SQL queries required. Just the answers teams need to make smarter decisions, fast. Now, that's data-driven. By

3. HiConversion


It can also be used for: Analytics, Conversion, Automated UX Analysis

Cost: No info

What does it do best: A large scale testing and optimization platform and community, based on standardized experiments and adaptive learning. For merchants aiming to exceed their revenue goals, especially with mobile customers.

This is eCommerce Intelligence. The AI-powered platform to personalize and grow your online business. Your customers have never been more in control of the way they shop online – today, only the best experiences keep their attention and coming back. It’s more important than ever to deliver ultra-relevant, personalized buying journeys – all the time, across all your visitor segments, throughout the entire customer lifecycle. By

4. Matomo


It can also be used for: Analytics, Heatmaps, Session Replay, A/B Testing, Conversion

Cost: Free+

What does it do best: An alternative platform to Google Analytics that gives you 100% data ownership and user privacy protection. Heatmaps, Sessions Recordings, A/B Testing, Funnels, Goals, Form Analytics.

Google Analytics alternative that protects your data and your customers' privacy
Take back control with Matomo – a powerful web analytics platform that gives you 100% data ownership. By

5. Omniconvert


It can also be used for: Analytics, A/B Testing, Conversion

Cost: $324+

What does it do best: Find data insights in your Google Analytics in less than a minute. Prioritize all your initiatives so that you grow your eCommerce in a strategic way.

Optimize your customer journey with data-driven decisions. Serious eCommerce players become customer‑centric if they focus on what matters. By

6. Optimize


It can also be used for: Usability Testing, Conversion

Cost: No Info

What does it do best: Testing and personalisation platform using Conversion Rate Optimisation (CRO) tools. Useful for complex optimisation projects.

Meaningful, Customizable, Digital Analytics. It provides the data you need to measure adoption, user engagement, and usage of Microsoft 365 and custom apps. By



It can also be used for: A/B Testing, Conversion

Cost: $149+

What does it do best: An enterprise level, all-in-one platform for website visitor research, optimization roadmaps, and continuous experimentation.

Fast growing companies use VWO for their A/B testing. Thousands of brands across the globe use VWO as their experimentation platform to run A/B tests on their websites, apps and products. By

Customer Journey



It can also be used for: Collaboration, Customer Journey

Cost: Free+

What does it do best: A collaborative tool and repository for creating journey maps, user maps, experience maps, and service blueprints.

The Collaborative Customer Journey Mapping Tool. The easy-to-use tool for customer journey map based improvements. No matter how big the change you want to make, Custellence brings it all together for you and your team. By

9.UX Pressia


It can also be used for: Sketching & Visual Thinking, Customer Journey, Presentations

Cost: Free+

What does it do best: Create presentation-ready customer journey maps and personas with the details that matter to your team. Achieve a consistent look for CX deliverables across your organization.

Create Professional Customer Journey Maps. Visualize customer experience and collaborate with your team in real time. By


It can also be used for: Customer Journey

Cost: No Info

What does it do best: A data aggregator and hub for customer experience management. Connect various data points from voice of the customer, and analyse key touchpoints along the customer journey.

Liberate your data from organizational silos and analyze your customer journey across the board. Establish an “outside-in” culture. Connect all data points from voice-of-customer and process data to touchpoints along the journey. Simplify everything that can be made easier. By

Design Feedback

11. inVision


It can also be used for: Interface Design, Design Feedback, Handoff, Prototyping, Animation

Cost: Free+

What does it do best: Turn UI ideas into layered designs with vector drawing tools, or upload existing images. Animate transitions and add micro-interactions to transform your static screens into clickable prototypes.

Design Better. Faster. Together. The digital product design platform powering the world’s best user experiences. By

12. ZenDesk


It can also be used for: Design Feedback, Collaboration, Project Management

Cost: Free+

What does it do best: A web-based visual feedback and bug tracking tool that helps developers, testers and project managers collaborate during product development. Makes it easy to track tasks, capture issues, and exchange feedback across the team.

Live chat software for best customer conversations. Reach your customers instantly via web, mobile, and social on live chat and messaging. By

First Click Testing

13. Optimal Workshop, Chalkmark


It can also be used for: First Click Testing, Heatmaps, Mouse/Eye tracking, Surveying Users
Cost: Free+

What does it do best: A 'first click' testing tool to get quick feedback on website designs before you actually implement or update them.

Make sure the first click is the right click. First-click testing helps you understand where on an interface people would click first to complete a task, giving you the insights you need to create interfaces that people will understand straight away. By

Frontend Design

14. Adobe XD


It can also be used for: Design Prototyping, Frontend Development, Wireframing, Interaction Design

Cost: Free

What does it do best: A vector-based tool for web and mobile apps, supporting wireframing and simple interactive click-through prototypes. Interoperable with Illustrator, Photoshop, AfterEffects, Slack and Microsoft Teams.

Design like you always imagined. Wireframe, animate, prototype, collaborate, and more — it’s all right here, all in one place. By

15. AnteType


It can also be used for: Design Prototyping, Frontend Development

Cost: Free

What does it do best: Create responsive designs with an engine based on Flexbox.

Because Antetype is built on web technology, there are endless possibilities to bring your ideas to life. High-fidelity prototypes with real data input and micro-interactions are made with ease. With the power of Javascript, you can level up your prototypes even more. By

Note: This tool is suitable only for macOS 10.14 or higher.


In this article, we checked different tools you can use for: Conversion, customer journey, design feedback, first click testing and frontend design. Usually, the tools can be used for more than 1 thing (for example convention, heat maps, user testing, etc.). Some tools are free and others are paid. The paid tools, most often, will provide a free trial or a demo!

More categories are coming soon! Make sure to sign in to my newsletter so you won't miss any updates on this or upcoming articles.

I’d love to hear from you. Which one are you most looking forward to using?

👋Hello, I'm Eleftheria, Community Manager at Hashnode, developer, public speaker, and chocolate lover.

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