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These are the tools companies use to watch what happens after someone lands on a website or app, work out where they get stuck or leave, and then change the page, flow or copy to get more of them to buy, sign up or subscribe. In practice that means recording sessions and heatmaps to see where people click and scroll, running A/B or multivariate tests on headlines, layouts and pricing, and building or editing landing pages without needing an engineer for every change. The output isn't a report — it's a page that converts differently than it did last week.
People end up looking for this when traffic is arriving but not turning into revenue, and nobody can say why with any confidence. Marketing is paying for clicks, the funnel numbers look fine at the top and thin out lower down, and the usual response — guessing, redesigning the whole page, asking the dev team to "just try something" — is slow and doesn't get tested properly. Often there's also no shared way to look at actual user behaviour, so product and marketing argue from opinion rather than evidence.
The tools split roughly into three jobs, and most vendors are strongest at one of them even if they now sell a bundle. Heatmap and session replay tools show you what happened, cheaply and fast, but don't change anything themselves. Testing platforms let you run controlled experiments and measure statistical significance, which matters once you're making high-stakes changes but needs enough traffic to produce a real result. Landing page builders let marketers ship and iterate pages independently of engineering, trading some design flexibility for speed.
When comparing providers, look at how much traffic you actually have — some testing tools need volume you don't have to be useful — whether the platform integrates with your existing CMS or replaces it, how much technical setup is required versus how self-serve it is, and how pricing scales with sessions or monthly visitors, since that's where costs can climb fastest as you grow.