The best conversion rate optimization tools for B2B sites

Nick BaudoinUpdated August 23, 2026

Summarize with AI

The short answer

Microsoft Clarity is the best conversion rate optimization tool for most established B2B companies: heatmaps and session replay, free forever with no traffic cap. Mouseflow is the pick when the loss is in a form, Crazy Egg and Lucky Orange are the simplest paid heatmap tools, and PostHog combines replay with experiments. GrowthBook, Statsig and Convert Experiences are the A/B testing options, though most B2B sites do not have the traffic to use them. Verified pricing for all eight below.

Best conversion rate optimization tools for B2B sites at a glance

#	Tool	Best for	Pricing	Trade-off
1	Microsoft Clarity	Almost every B2B site, as the first tool you install	Free, no traffic limit	It does not do A/B testing, and the analysis is shallower than the paid tools: no form-field analytics, and filtering is more limited than Mouseflow or Lucky Orange. It is also a Microsoft product collecting your visitor data, which some procurement teams will have a view about.
2	Mouseflow	Finding which form field people abandon on	Free to 500 sessions, then $25/mo	The session allowance is the constraint. 5,000 sessions a month sounds generous until a campaign lands, and going over means an upgrade rather than a slowdown. Friction scoring is useful but can point at rage clicks that turn out to be a slow-loading image rather than a real problem.
3	Lucky Orange	One tool covering replay, heatmaps and live chat	From $32/mo annual (3,500 sessions)	3,500 sessions on the entry plan is tight for a site with any real traffic, and the jump to 10,000 more than doubles the price. The live chat is competent rather than excellent, so if chat is a serious channel you will likely still buy a dedicated tool.
4	Crazy Egg	The simplest possible heatmap plus a basic test	From $29/mo (5,000 pageviews)	It meters pageviews, not sessions, so a site with deep browsing burns the allowance faster than the number suggests. Clarity does the core heatmap job for nothing, so the honest case for paying is the reporting polish and the bundled testing rather than the heatmap itself.
5	PostHog	Replay, experiments and analytics in one platform	5,000 recordings/mo free, then usage-based	It is a developer-shaped product. The setup assumes someone comfortable with events and properties, and a marketer handed a PostHog login without that groundwork will not get value from it. Usage-based pricing also makes the bill harder to predict than a flat tier.
6	GrowthBook	Experiments computed against your own data warehouse	Free self-hosted; cloud Pro $40/seat/mo	It assumes a data warehouse and someone to connect it. If your conversion data lives in a CRM and a spreadsheet, the setup cost is the project rather than the tool. The visual editor is on the paid tiers, so a non-technical team on the free plan will need a developer for every variation.
7	Statsig	Experimentation at volumes where statistics behave	Free to 2M events/mo, then $150/mo	It is built for product teams shipping features, not marketers changing headlines, and the vocabulary reflects that. Event-metered pricing also means a busy site can pass the free allowance on instrumentation alone before running a single experiment.
8	Convert Experiences	A/B testing with a privacy and compliance requirement	From $299/mo annual (100K tested users)	It is by some distance the most expensive entry point here, and it is priced on tested users, so the meter runs on traffic you deliberately exclude from a test as well as traffic you include. At B2B volumes the same money buys several years of qualitative tooling that would probably teach you more.

Pricing verified from each vendor’s site, as of Aug 2026. Plans change; confirm current pricing before you buy.

Which is right for you

You do under 5,000 visits a month and have never watched a session recording: Microsoft ClarityNo traffic cap and no cost, so you can leave it running across a full sales cycle instead of sampling a month. At this volume nothing you could pay for would tell you more.
Your traffic is fine but the enquiry form barely converts: MouseflowField-level drop-off reporting names the field people abandon on, which is the specific answer. The average B2B first-contact form asks for 12 fields, so the culprit is usually identifiable.
One person owns the website and does not want four subscriptions: Lucky OrangeReplay, heatmaps, form analytics, surveys and chat in a single tool from $32 a month, so there is one login and one bill.
You want to test as well as observe, and a developer is available: PostHogReplay and experiments run on the same event data, so a hypothesis from watching sessions can be tested without reconciling two systems, and 5,000 recordings a month are free.
Your finance team has to trust the numbers and you have a warehouse: GrowthBookStatistics are computed against your own warehouse rather than a vendor's copy of your conversions, and self-hosting is free.
Procurement will review the tool before it goes on the site: Convert ExperiencesBuilt around privacy compliance rather than retrofitted, which is what gets it approved in regulated B2B environments.

How we ranked these

We build B2B and industrial websites for a living, so we weigh these the way the teams we work with actually experience them. Our criteria:

Whether your traffic can support the method, weighted heaviest and almost always ignored. A/B testing needs thousands of conversions to separate a real lift from noise. An industrial B2B site running a few thousand visits a month and a couple of dozen enquiries will never reach that, so a testing tool sells it a number it cannot trust. We ranked qualitative tools, which tell you something useful from a single session, above experimentation tools for this audience.
Verified price at a stated volume. Every figure below was read from the vendor's own pricing page and dated. Where a page did not render its prices, we say so rather than estimating. Nothing here is a number we inferred.
What the pricing is metered on. Sessions, recordings, pageviews, tracked users and events are not interchangeable, and a plan that looks cheap per month can be the expensive one at your volume. We recorded the unit alongside the price.
Form analytics specifically. The average first-contact form on the B2B sites in our audit asks for 12 fields, so field-level drop-off is often where the answer is. Not every tool in this category measures it.
Whether a non-technical person can act on the output. A heatmap that produces a decision beats an experiment platform nobody on the team can configure.
Disclosure: we use PostHog on our own site. It is not a partner and we are not compensated for its placement, but you should know that when reading the ranking.

The rankings

01Microsoft Clarity

Best for: Almost every B2B site, as the first tool you install
Pricing: Free. The product page states "Free forever" and "No limits on traffic", with session recordings, heatmaps and AI summaries included. There are no paid tiers. (source)
Standout: It removes the reason most B2B companies never start. Every other tool here meters something, so the first decision is a budget conversation, and the budget conversation is where CRO usually dies at a company doing 3,000 visits a month. Clarity has no traffic ceiling to plan around, which means you can leave it running on every page for a year and look at a full sales cycle rather than a sample.
Trade-off: It does not do A/B testing, and the analysis is shallower than the paid tools: no form-field analytics, and filtering is more limited than Mouseflow or Lucky Orange. It is also a Microsoft product collecting your visitor data, which some procurement teams will have a view about.
Who it’s for: Any established B2B company that does not currently watch session recordings. Start here, and only pay for something once Clarity has shown you a question it cannot answer.

Visit Microsoft Clarity

02Mouseflow

Best for: Finding which form field people abandon on
Pricing: Free plan covers 500 sessions a month. Essential is $25 a month for 5,000 sessions, Advanced $109 for 25,000, Premium $319 for 100,000, Enterprise on request. The page advertises up to 35% off for annual billing but does not display the discounted per-tier figures. (source)
Standout: Form analytics is the reason to pick it. It reports drop-off field by field, so instead of knowing that your quote form converts at 4% you know that 60% of people leave at the field asking for an annual purchase volume. On B2B sites, where the average first-contact form runs to 12 fields, that single report is usually worth the subscription on its own.
Trade-off: The session allowance is the constraint. 5,000 sessions a month sounds generous until a campaign lands, and going over means an upgrade rather than a slowdown. Friction scoring is useful but can point at rage clicks that turn out to be a slow-loading image rather than a real problem.
Who it’s for: Companies whose enquiry volume does not match their traffic, and who suspect the form is the reason. It usually is.

Visit Mouseflow

03Lucky Orange

Best for: One tool covering replay, heatmaps and live chat
Pricing: Build is $32 a month billed annually, or $39 monthly, for 3,500 sessions. Grow is $72 a month annually for 10,000 sessions, Expand $199 from 50,000, Scale $839 from 300,000, and Enterprise custom above 700,000. Annual billing is a 20% discount. (source)
Standout: The bundle is the point. Replay, heatmaps, form analytics, surveys and live chat in one subscription means a small marketing team is not stitching four tools together, and the chat transcripts sit alongside the recording of the session that produced them. For a company with one person responsible for the website, that consolidation matters more than any individual feature being best in class.
Trade-off: 3,500 sessions on the entry plan is tight for a site with any real traffic, and the jump to 10,000 more than doubles the price. The live chat is competent rather than excellent, so if chat is a serious channel you will likely still buy a dedicated tool.
Who it’s for: Small marketing teams that would rather run one subscription than four, and sites where a real person is available to answer a chat.

Visit Lucky Orange

04Crazy Egg

Best for: The simplest possible heatmap plus a basic test
Pricing: Starter is $29 a month for 5,000 tracked pageviews a month, Plus $99 for 150,000, Pro $249 for 500,000 and Enterprise $599 for 1,000,000. The page states prices are per month, billed annually. (source)
Standout: It is the least intimidating tool in the category and it has been doing this longer than most. Snapshots are easy for a non-technical person to read and share, which matters because the value of a heatmap is usually realised in a meeting rather than by the person who installed it. A/B testing is included rather than sold separately.
Trade-off: It meters pageviews, not sessions, so a site with deep browsing burns the allowance faster than the number suggests. Clarity does the core heatmap job for nothing, so the honest case for paying is the reporting polish and the bundled testing rather than the heatmap itself.
Who it’s for: Teams who want something they can hand to a colleague without a training session, and who will actually use the bundled testing.

Visit Crazy Egg

05PostHog

Best for: Replay, experiments and analytics in one platform
Pricing: Session replay includes 5,000 recordings a month free, then from $0.0050 per recording, with mobile replay free to 2,500 then from $0.0100. Experiments are billed under feature flags rather than priced separately. Open source, with a self-host option. (source)
Standout: It is the only tool here where the replay you watch and the experiment you run sit on the same event data, so a hypothesis formed by watching sessions can be tested without exporting anything or reconciling two definitions of a conversion. The free allowance is large enough that most B2B sites never pay for replay.
Trade-off: It is a developer-shaped product. The setup assumes someone comfortable with events and properties, and a marketer handed a PostHog login without that groundwork will not get value from it. Usage-based pricing also makes the bill harder to predict than a flat tier.
Who it’s for: Companies with a developer or an agency in the loop who want one platform rather than a stack, and who already care about product analytics.

Visit PostHog

06GrowthBook

Best for: Experiments computed against your own data warehouse
Pricing: Open source and free to self-host with unlimited feature flags, experiments and users. Cloud Starter is free for up to 3 users, Pro is $40 per seat a month for up to 50 users, and Enterprise is custom. (source)
Standout: It runs the statistics against the warehouse you already have rather than making you send conversion data to a vendor, which is the difference between an experiment platform your finance team trusts and one it argues with. Self-hosting is a genuine free option rather than a trial, so the cost of finding out whether you will use experimentation is close to zero.
Trade-off: It assumes a data warehouse and someone to connect it. If your conversion data lives in a CRM and a spreadsheet, the setup cost is the project rather than the tool. The visual editor is on the paid tiers, so a non-technical team on the free plan will need a developer for every variation.
Who it’s for: Companies with a warehouse and engineering support who want experimentation without per-visitor pricing.

Visit GrowthBook

07Statsig

Best for: Experimentation at volumes where statistics behave
Pricing: The free Developer tier includes 2 million events a month with unlimited flag checks and experimentation. Pro is $150 a month including 5 million events, then $0.05 per additional 1,000 events. Enterprise is custom, with warehouse-native deployment available. (source)
Standout: The statistical engine is the most serious in this list at the price, with sequential testing and CUPED variance reduction that let a result arrive sooner without inflating false positives. The free tier is unusually generous for a platform aimed at teams running experiments continuously.
Trade-off: It is built for product teams shipping features, not marketers changing headlines, and the vocabulary reflects that. Event-metered pricing also means a busy site can pass the free allowance on instrumentation alone before running a single experiment.
Who it’s for: B2B companies with a product surface as well as a marketing site, and enough traffic that experiments finish.

Visit Statsig

08Convert Experiences

Best for: A/B testing with a privacy and compliance requirement
Pricing: Growth is $399 a month billed monthly, or $3,588 a year which works out at $299 a month, for 100,000 tested users a month. Pro is $599 monthly or $5,040 a year, at $420 a month, for the same volume with more features. Enterprise is on request above 1 million tested users a month. (source)
Standout: It is the option that survives a procurement review. The product is positioned around privacy compliance rather than as an afterthought, which for B2B companies selling into regulated buyers is the difference between a tool getting approved and getting removed after the first audit.
Trade-off: It is by some distance the most expensive entry point here, and it is priced on tested users, so the meter runs on traffic you deliberately exclude from a test as well as traffic you include. At B2B volumes the same money buys several years of qualitative tooling that would probably teach you more.
Who it’s for: Companies with enough traffic for testing to be meaningful and a compliance requirement that rules out the cheaper options.

Visit Convert Experiences

Common questions

What is the best conversion rate optimization tool?

For most established B2B companies it is Microsoft Clarity, because it does heatmaps and session replay free with no traffic limit, which removes the budget conversation that usually stops CRO before it starts. Pay for Mouseflow if the loss is in a form, or PostHog if you want experiments on the same data. The expensive testing platforms only make sense once your traffic is high enough for a test to finish.

Do I have enough traffic to A/B test?

Probably not, if you are a typical established B2B company. A test needs enough conversions in each variation to separate a real difference from chance, and a site producing twenty or thirty enquiries a month will take many months to get there, by which point the season and the market have both changed. Below that volume, session replay and form analytics tell you more per hour spent than any experiment will.

Is Microsoft Clarity really free?

Yes. The product page states "Free forever" and "No limits on traffic", and there are no paid tiers listed. The commercial logic is that Microsoft gains aggregate behavioural data and a tie into its advertising products, so the cost is data rather than money, which is worth raising with whoever owns privacy at your company.

How much do conversion rate optimization tools cost?

Verified list prices in August 2026 ran from free, for Microsoft Clarity and for the self-hosted GrowthBook, to $25 a month for Mouseflow Essential at 5,000 sessions, $29 for Crazy Egg Starter at 5,000 pageviews, $32 for Lucky Orange Build at 3,500 sessions, $150 for Statsig Pro, and $299 a month billed annually for Convert Experiences. Check the unit as well as the price, since sessions, pageviews, tested users and events are not comparable.

Why is Hotjar not ranked here?

Because we could not verify its price. As of August 2026 the Hotjar pricing page issues a permanent redirect to the Contentsquare pricing page, which did not display Hotjar plan prices when we checked. Hotjar remains a capable tool and its free tier is widely used, but this ranking only lists figures read from a vendor's own pricing page, so it is left out rather than guessed at.

What about Optimizely and AB Tasty?

Both are established experimentation platforms and neither publishes list pricing. Optimizely's pricing page states that every plan is individually packaged and asks you to talk to their team. For a company deciding whether experimentation is worth funding at all, starting with a platform that will not tell you the price until you take a sales call is the wrong end to begin.

Should I buy a testing tool or fix the obvious problems first?

Fix the obvious problems first. In our audit of more than 55,000 US B2B websites, 57% gave a visitor no clear next step above the fold and 71% showed no proof a first-time buyer could verify. Those are not hypotheses that need testing, they are defects, and a testing tool pointed at a page with no clear call to action will spend three months proving that neither variation works.

Sources

Microsoft Clarity, official pricing page.
Mouseflow, official pricing page.
Lucky Orange, official pricing page.
Crazy Egg, official pricing page.
PostHog, official pricing page.
GrowthBook, official pricing page.
Statsig, official pricing page.
Convert Experiences, official pricing page.

Pricing was read from each vendor’s official pages as of Aug 2026. Plans change often; confirm current pricing before you buy.