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Tech Tuesday: Website optimisation tools

A well-optimized website not only serves as the digital face of an organisation but also plays a crucial role in attracting and retaining customers.

To thrive in the competitive online landscape, businesses need to continuously improve their websites to provide an exceptional user experience, drive conversions, and stay ahead of the ever-evolving digital trends.

In this era of data-driven decision-making, website optimisation tools have emerged as indispensable assets for businesses seeking to enhance their online performance. These tools offer valuable insights, from understanding user behaviour and preferences to identifying areas for improvement, ultimately helping businesses make informed choices that drive success.

In this week’s edition of Tech Tuesday, we will explore four powerful website optimisation tools that bring a unique set of features and capabilities to the table, empowering businesses to fine-tune their websites for optimal results.


Contentsquare is a global leader in digital experience analytics, which takes a look at how visitors navigate a website, using that data to uncover insights that reveal customer intent, success, frustration, among others.Contentsquare’s AI-powered platform allows organisations to have a 360-degree view of the customer’s online experience, providing rich and contextual insight into what customers want, how they use it, and how they feel about the experience, from start to finish. Contentsquare Find & Fix enables business and technical teams to spot errors and speed problems impacting customer experience, optimising operational efficiency and minimising revenue loss. 

Speed Analysis automatically spots slowdowns and breakdowns in critical user journeys and surfaces optimisation recommendations for slow-performing pages with negative impact on conversions and revenue. It allows brands to run lab tests replicating the exact conditions as their real-life visitors before launching new experiences, so they can understand issues and resolve them before they have a lasting impact on their customer experience (CX), site performance and SEO.


Tools like Google Analytics are great at telling you how many website visitors you get from your Google Ads, Facebook Ads, SEO, etc. but they can’t tell you how many leads & customers you got from these channels.

Attributer is a lead tracking tool that passes through information on where a lead came from when they submit a form on your website (like the Contact Us or Request A Quote forms that many businesses have). It makes it easy to track how many leads & customers you get from your website and how they’re finding it,  and ultimately helps you understand what you need to do more of (I.e. more Facebook Ads, more Google Ads, etc) to grow.

Google Analytics

Google Analytics is a comprehensive web analytics tool that provides in-depth insights into various aspects of your website’s performance. It offers a wealth of data, including information about your website traffic sources, user demographics, behaviour flow, and more. By tracking user interactions and conversions, it enables you to make informed, data-driven decisions to enhance your website’s overall performance. Whether you want to optimize your content strategy, improve user experience, or refine your marketing efforts, Google Analytics empowers you with the information you need to achieve your goals.


SEMrush is a versatile SEO and content marketing platform that equips you with a range of tools to enhance your online presence. It allows you to perform competitive analysis, conduct keyword research, and track your website’s keyword rankings. With SEMrush, you can gain valuable insights into your website’s visibility in search engines, identify high-performing keywords, and discover opportunities to improve your SEO strategy. Furthermore, it provides content optimization recommendations, helping you create engaging, search engine-friendly content to attract and retain your target audience.


Optimizely is a robust A/B testing and experimentation platform designed to optimize your website’s elements for better user experience and conversion rates. It enables you to create and run A/B tests on various elements such as headlines, images, call-to-action buttons, and more. By comparing the performance of different variations, you can identify which design or content changes resonate most with your audience. This data-driven approach empowers you to refine your website continuously, ensuring that it delivers the best possible experience for your visitors and maximizes your conversion opportunities.


Hotjar offers a suite of user experience analysis tools that provide valuable insights into how visitors interact with your website. It includes features like heatmaps, which visually represent user activity on your site, highlighting areas of interest and engagement. Session recordings allow you to watch individual user sessions to understand their behavior and pain points. Additionally, Hotjar facilitates the collection of user feedback through surveys and polls, helping you gather direct insights into your visitors’ preferences and pain points. By leveraging these insights, you can make real-time adjustments to your website, optimizing it for improved user satisfaction and conversion rates.

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Yajush Gupta

Yajush Gupta

Yajush is a journalist at Dynamic Business. He previously worked with Reuters as a business correspondent and holds a postgrad degree in print journalism.

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