68 Best Lead Generation Tools & Software in 2023 (Full List)
Updated on March 2023 by Ivan Shumaylov
I’m sure you would agree that it’s quite challenging to generate leads for your business…
…especially the VALUABLE ones.
Having so many options available it’s quite hard not to mess up and pick the best option.
That would fit you (not “would be good to use”).
That would work (not “yet another subscription to pay for”).
I spent 40+ hours searching, scrolling, analyzing, and systemizing…
…so you don’t have to.
After reading this article you’ll have the BEST lead generation tools.
Simply pick your goal. And select which one you prefer the most (updated specifically for 2023).
But before we dive in, let’s quickly look at this:
What is a lead generation tool?
You can use lead gen tools and software to capture contact info from potential prospects. They usually originate from websites or other online resources.
A key feature of most automated marketing solutions is they collect leads automatically without requiring any manual effort from you. Usually, this is achieved through offers of freebies in return for email contact.
Once you've collected their email addresses through lead gen tools, you're able to start following up with them and begin the conversion process.
If you're having trouble collecting leads, it might be time to bring in some new lead gen software... or it might be time to upsell what you already have. We've worked with lots of companies just like your own, and we've figured out which factors drive successful lead collection campaigns.
Why do you need lead generation software?
It takes a lot of time and effort to stay relevant when competing against so many different brands. Even once you've identified potential customers, it's hard to keep them engaged. Every day, businesses move locations or change their contact details. Contests may be won by someone else entirely. New competitors come up every day.
Lead generation tools help companies save time by quickly identifying potential leads and updating their contacts at the click of a button.
Lead generation software is an excellent tool for narrowing down the prospects that your sales team focuses on. This reduces their time spent on cold calls and allows them to focus on generating revenue from qualified prospects.
What to Look for in a Lead Generation Tool?
You want a good CRM solution that’s intuitive and easy to use, so usability is important. It also needs to be able to integrate with any number of third-party services (such as email marketing platforms) to save time and effort.
If there’s anything above all else you should be looking for when choosing lead gen tools, make sure it helps you accomplish your business objectives more effectively than if you were using something else.
Price is always important, but so is the feature set. You want to make sure you're paying for enough functionality. Paying a bit extra may be worth it if you get lots of power.
So once you've figured out how pricing works and calculated what your future expenses will probably be as your business grows, then get started!
Best Lead Generation Tools
Lead generation isn’t a “one size fits all” process. In fact, there are many different ways (and tools) to generate leads.
Step 1.
Pick your main GOAL from the list below.
Finish the sentence:
“I need…”:
- To get qualified prospects for my business through my website => On-page lead generation tools
- To engage and nurture leads with email marketing campaigns => Email marketing tools
- To create an effective website to maximize the number of leads I get => Landing Page Creation tools
- To reach out to potential cold prospects => Outbound lead generation tools
- To get leads from online communication on my site => Live chat software & tools
- To connect and follow up with potential clients throughout the sales funnel => CRM & Marketing Automation tools
- To increase the conversion rates on my websites so that they generate more leads for the same traffic => Conversion Rate Optimization tools
- To help me discover hidden obstacles and better understanding my prospective clients => Survey & Feedback tools
- To improve your site's performance in Google and Bing, use SEO techniques to attract new visitors to your site => Search Marketing tools
Step 2.
Simply click on the relevant goal (that is mentioned in brackets) to see the best suggestions we’ve collected for you.
(this data is backed by ~1,000+ reviews analyzed)
Let’s dive in!
On-page lead generation tools
Goal: To get qualified prospects for my business through my website
1. Marquiz
Our Opinion: Best “lowest cost per high-quality lead” tool
Description: Online quiz-builder that allows you to acquire, engage and pre-qualify leads
The Best Part: Based on 100+ experiments quiz conversion rate is way higher than the classic form or landing page, meanwhile the quality of these leads is better (because people are more engaged and you can know their profile even before contacting them) + you don’t need a website — all you have to do is to create a quiz and use it in your lead generation.
The Worst Part: Might require a longer learning curve to set up complex quizzes
Who it’s for: If you want to flood your business with valuable leads, keeping the price per each lead as low as possible
Free Trial: Yes
Pricing: starts at $19/month
2. OptinMonster
Our Opinion: The best popup builder tool
Description: The popup builder tool that converts your website visitors into email leads
The Best Part: Wide variety of forms and templates that you can seamlessly use on your website + integrate with other services
The Worst Part: Auto-upgrade conditions might be misleading (be careful when choosing the limits)
Who it’s for: If you’re looking for a great popup builder — look no further
Free Trial: No
Pricing: starts at $9/month (billed annually only)
3. Hellobar
Our Opinion: The best Announcement Bar builder
Description: Widely used announcement bar tool that evolved into a solid lead generation software
The Best Part: Easy and quick customization and integration with almost all website building platforms (even if you’re a complete newbie)
The Worst Part: Lacks functionality such as excluding specific URLs to show up your bar
Who it’s for: If you hate popups and want to use something less “noisy” and more intention-based — this is exactly what you need
Free Trial: Yes
Pricing: starts at $0/month
4. Sumo
Our Opinion: Best price-quality email capture tool
Description: A free email capture tool that enhances the number of subscribers via various opt-in forms
The Best Part: A huge variety of options to capture email leads: from popups to a welcome bar (which works like a landing page), which can significantly increase your conversion rates
The Worst Part: The interface and amount of options might be overwhelming for a new user
Who it’s for: If you want to get more email subscribers, this is your go-to solution
Free Trial: Yes
Pricing: starts at $0/month
5. CallPage
Our Opinion: Best inbound phone calls generation tool
Description: A callback tool that works as a button on your website (allows your visitors to order a call back in a matter of seconds)
The Best Part: An easy tool that talks for itself — after installing you may instantly get a significant increase in incoming calls
The Worst Part: A “straight away” marketing approach that doesn’t fit all businesses
Who it’s for: If your main goal is to get on the call with your prospects (not emailing them), then this is definitely worth trying
Free Trial: Yes
Pricing: starts at $25/month
6. LeadQuizzes
Our Opinion: A good quiz and survey builder tool
Description: An online quiz and survey maker tool that allows you to get more leads without a developer
The Best Part: Easy quiz builder tool which helps to increase engagement and consequently the overall conversion rate of your website
The Worst Part: Not many integrations are available (sometimes you have to use third-party services for that)
Who it’s for: If you want to try quizzes and surveys in your marketing — this is what you might consider using
Free Trial: Yes
Pricing: starts at $49/month
7. Turnstile by Wistia
Our Opinion: Best video lead gen tool
Description: A simple and intuitive tool that converts your Wistia video viewers into emails
The Best Part: A very unusual and unexpected, but very effective way to gain more leads without any changes on your website
The Worst Part: A little bit pricey for small businesses
Who it’s for: If you actively use videos (especially Wistia ones) in your business, then this is exactly what you need
Free Trial: Yes
Pricing: starts at $0/month
Email marketing tools
Goal: To engage and nurture leads with email marketing campaigns
8. MailChimp
Our Opinion: The most popular email marketing software
Description: World’s most popular email automation tool which allows you to manage your newsletters, monetize, segment, and analyze your subscribers
The Best Part: Easy and intuitive design with lots of integrations with third-party tools
The Worst Part: Lacks the automation functionalities in comparison to the competitors
Who it’s for: If you’re doing email marketing, then you can’t miss this one
Free Trial: Yes
Pricing: starts at $0/month
9. ActiveCampaign
Our Opinion: An ultimate PRO email tool
Description: A powerful email marketing implementation and automation tool
The Best Part: Literally everything you need for email marketing
The Worst Part: Quite complicated and expensive in comparison to alternatives
Who it’s for: The go-to solution if you want to hit 10 out of 10 in your email marketing efforts
Free Trial: Yes
Pricing: starts at $15/month
10. SendinBlue
Our Opinion: A solid and affordable email marketing tool
Description: An effective email campaign management tool that allows you to manage your emails
The Best Part: Affordable and user-friendly alternative to “major” competitors
The Worst Part: Lacks personalization options (in emails) and integrations in comparison to analogs
Who it’s for: If you want to run powerful email marketing campaigns, but don’t want to go too much in-depth
Free Trial: Yes
Pricing: starts at $0/month
11. ConvertKit
Our Opinion: Best Email Software for bloggers and creators
Description: A platform for automating the sending and processing of emails, online forms, landing page creation, and more
The Best Part: Almost no learning curve: easy to create, easy to set up, and easy to configure — probably the best UI on the market
The Worst Part: A bit overpriced
Who it’s for: If you’re a blogger or a content creator (this tool was designed specifically for you)
Free Trial: Yes
Pricing: starts at $0/month
12. Sendfox
Our Opinion: Best email tool in terms of price/quality
Description: An affordable, easy-to-use tool for creating automated emails, sending daily messages, and building landing pages
The Best Part: Super simple and cheap (one of the cheapest email automation tools out there)
The Worst Part: Probably a little bit too simple — lacks advanced functionality and customizations
Who it’s for: If you don’t want to go deep in email marketing (sending irregularly) and look for affordable and easy soft to use
Free Trial: Yes
Pricing: starts at $0/month
13. Lemlist
Our Opinion: Best personalization tool for cold outreach
Description: A marketing management tool that helps companies automate their entire sales funnel so they can drive conversions and close deals faster, effectively engage with prospective buyers, create personalized email campaigns, and nurture leads with targeted content and messaging
The Best Part: Great personalization functionality + the ability to automatically warm up your email, even before starting the campaign
The Worst Part: Deliverability rate in comparison to the analogs
Who it’s for: If you are looking for the powerful email personalization tool for cold outreach campaigns
Free Trial: Yes
Pricing: starts at $59/month
14. Mailshake
Our Opinion: Best cold outreach email tool
Description: A marketing automation tool built for sales teams and content marketers who want to send personalized cold email campaigns in bulk
The Best Part: If you’re following their best practices and recommendations you can hit one of the best deliverability rates
The Worst Part: Annual only pay option makes it a bit overpriced solution
Who it’s for: If you want to get maximum results out of you cold outreach campaigns
Free Trial: No
Pricing: starts at $58/month (billed annually only)
15. Reply.io
Our Opinion: Best sales engagement automation tool
Description: An automated software program that allows you to build high quality business relationships with your leads at scale
The Best Part: Great UX and UI — an intuitive and simple interface you’ll love
The Worst Part: Lacks email formatting options
Who it’s for: If you’re struggling with prospect contact finding and manual follow-up sequences, then this service is for you
Free Trial: Yes
Pricing: starts at $60/month
Landing Page Creation Tools
Goal: To create an effective website to maximize the number of leads I get
16. LeadPages
Our Opinion: Most popular landing page builder
Description: Landing page tools for small business owners who want to create high converting landing pages without having to worry about technical issues
The Best Part: Wide range of templates you can easily pick and adjust to your needs (very easy even for the newbies)
The Worst Part: Strict modular system might limit your design freedom
Who it’s for: A great tool for beginners or anyone who to create beautiful landing pages fast
Free Trial: Yes
Pricing: starts at $49/month
17. Unbounce
Our Opinion: Best landing page builder for PRO marketers
Description: An advanced landing page builder for online marketing professionals
The Best Part: Almost everything you need to build and optimize your page conversion rate
The Worst Part: A little overpriced
Who it’s for: Best option if you are a solid mid-sized+ company or a professional marketer who wants to enhance the ad performance
Free Trial: Yes
Pricing: starts at $90/month
18. Instapage
Our Opinion: TOP 3 Landing Page building solution
Description: An advanced landing-platform, allowing digital advertisers to create more effective and targeted adverts in just a few clicks
The Best Part: The heatmaps which track mouse movements are a great way to understand your customers and adapt to their needs.
The Worst Part: A quite pricey solution in comparison to competitors
Who it’s for: For those who want to
Free Trial: Yes
Pricing: starts at $199/month
19. ClickFunnels
Our Opinion: Best funnel-building tool
Description: a web-based software tool that helps business owners create sales funnels
The Best Part: Almost everything you need to create a perfect sales funnel + a huge knowledge base to assist you (lots of cases and know-how)
The Worst Part: It focuses mainly on sales funnels, so if you’re a course builder and want to host memberships, community, webinars, etc., then you have to have multiple software connections
Who it’s for: Perfect for those who want to create a solid sales funnel with order bumps, upsells, downsells, various automations, and more
Free Trial: Yes
Pricing: starts at $97/month
20. SeedProd
Our Opinion: Best WordPress drag & drop landing page builder plugin
Description: A WordPress Website Builder, which lets you create customized themes and templates for your WP site
The Best Part: Simple, fast with a wide variety of features available + no code skills are required
The Worst Part: Applies only to WordPress sites
Who it’s for: A must-have if you need to build a landing page on your WordPress site
Free Trial: No
Pricing: starts at $31.6/year
21. Tilda
Our Opinion: Best price/quality website building tool
Description: A web-based software tool for creating websites. Designed to meet the specific requirements of both web designers and programmers
The Best Part: The easiest (and one of the cheapest) way to create a website from scratch (using templates) with the ability to fully customize it (using “Zero block”)
The Worst Part: Advanced Zero block functionality is way harder to implement
Who it’s for: For anyone who wants to create a beautiful website fast keeping full control over its design
Free Trial: Yes
Pricing: starts at $0/month
22. Webflow
Our Opinion: A “Wordpress killer” — the future of website building platforms
Description: A visual web development tool that enables you to create, edit, preview, publish and manage any kind of site from scratch without having to write code
The Best Part: Literally everything you need to create absolutely any site you want with no coding skills
The Worst Part: A long learning curve (not great for beginners)
Who it’s for: If you want to express yourself and take full control over your website design — this is made for you
Free Trial: Yes
Pricing: starts at $0/month
Outbound lead generation tools
Goal: To reach out to potential cold prospects
23. LeedFeeder
Our Opinion: Best “secret” B2B cold outreach tool
Description: A web analytics tool that analyzes visitor behavior on websites (from Google Analytics), and generates sales leads for business owners
The Best Part: You’ll be able to identify companies that are most interested in your products or services based on their behavior on your website and then reach out to them (which substantially increase the conversion of cold outreach)
The Worst Part: Occasionally not accurate data provided
Who it’s for: If you’re an upper-level B2B business that wants to maximize the efficiency of the cold outreach
Free Trial: Yes
Pricing: starts at $0/month
24. VoilaNorbert
Our Opinion: Best email finder tool
Description: A tool for small business owners and sales reps who are actively doing cold outreach
The Best Part: Very easy and straightforward extension that helps you find prospects' emails in a matter of seconds (huge timer saver)
The Worst Part: Occasionally the contact information might be outdated so you’ll have to use some other tools
Who it’s for: If you are searching for your B2B prospects’ emails on a daily basis and want to substantially speed up this process
Free Trial: Yes
Pricing: starts at $49/month
25. Growbots
Our Opinion: Best time-saving tool for outbound campaigns
Description: A marketing automation tool for small business owners who want to personalize their campaigns, automate follow-up emails, track prospects' activity, map leads and sales opportunities, and more
The Best Part: Using the automation provided you can save a TON amount of time on cold lead generation
The Worst Part: Occasionally the data might not be accurate
Who it’s for: If you’re all-in in outbound campaigns and want to save time on routine processes
Free Trial: Yes
Pricing: starts at $49/month
26. D&B Hoovers
Our Opinion: Best prospects’ contacts database
Description: A sales accelerator for B2B marketers and salespeople looking to improve their lead generation results
The Best Part: Almost an ultimate database of contacts and detailed profiles of B2B prospects all over the world
The Worst Part: Not that detailed information for smaller-sized companies
Who it’s for: A no-brainer solution if you’re doing active cold outreach, especially with enterprises
Free Trial: Yes
Pricing: starts at $189/year
27. AeroLeads
Our Opinion: Best “laser-focused” email and phone number finding tool
Description: A tool for finding relevant contacts with their emails and phone numbers
The Best Part: Ability to make a really accurate search on your target prospects (i.e. not all people in the company, but specified ones)
The Worst Part: This tool relies on the Linkedin search, so since your Linkedin account type has limitations, then this would consequently limit your AeroLeads activities
Who it’s for: If you need to do a really targeted cold outreach campaign
Free Trial: Yes
Pricing: starts at $49/month
28. Saleshandy
Our Opinion: Best email tracking plugin for Outlook
Description: a tool that allows organizations to boost their campaign performance without losing quality
The Best Part: You receive an instant notification once your email is opened and read, so you can adjust accordingly
The Worst Part: Doesn’t work smoothly on MAC computers (you have to use browser version for that, where the functionality is limited)
Who it’s for: If you’re an active MS Office Outlook user and want to power up and automate your cold email outreach
Free Trial: Yes
Pricing: starts at $9/month
29. LeadsBridge
Our Opinion: Best “moving leads from social media to CRM” assistant
Description: A platform-as-a-service (PaaS) solution that allows businesses to improve their omni-channel strategies by managing their business information
The Best Part: Huge time-saver when you need to send your leads generated on social media directly to your CRM
The Worst Part: A bit pricey (especially for the freelancers)
Who it’s for: A must-have tool if you’re generating leads for your business within the social media platforms (save you hours of manual work)
Free Trial: Yes
Pricing: starts at $0/month
30. Discover.ly
Our Opinion: Best prospects’ info enrichment tool
Description: A Chrome browser extension that enables you to connect and find the most promising connections for new accounts or networks, and across your current accounts at once
The Best Part: You can easily find all your prospects’ social media presence using only their email contact (or vice versa)
The Worst Part: A little outdated design and occasionally mistakes in profile matching
Who it’s for: It fits a very wide range of goals: from sales to recruitment
Free Trial: Yes
Pricing: Free
Live chat software & tools
Goal: To get leads from online communication on my site
31. Drift
Our Opinion: Best sales-oriented online chat
Description: A cloud-base customer service and support software designed specifically for sales and marketing teams
The Best Part: One of the most advanced platforms for a live chat on the market with a free version and outstanding support
The Worst Part: You have to upgrade your subscription if want to get the most of it
Who it’s for: A no-brainer if you’re a small business who’s searching for the sales oriented online chat
Free Trial: Yes
Pricing: Free
32. Intercom
Our Opinion: Best “more than a live chat” solution
Description: A Customer Communications Platform that enables conversations in a context in order to engage customers across their entire customer journey
The Best Part: Market leader not only chat but also a knowledge base and customer onboarding feature (like contextual tips), that substantially increases your overal customer communication
The Worst Part: Pricing is too high for early-staged businesses
Who it’s for: If you’re an upper SMB or Enterprise company who’s looking for the online chat “on steroids”
Free Trial: Yes
Pricing: starts at $74/month (billed annually)
33. Zendesk
Our Opinion: Best query management tool
Description: A cloud-based customer service software that makes it easy for you to handle both incoming and outgoing customer inquiries from various channels: texting messages, websites, apps, phones, emails, and social media
The Best Part: You can easily keep track of all your customers' conversations via both emails and online chats at the same time
The Worst Part: A bit pricey for startups since it has a functionality that is too broad for the early stages
Who it’s for: A great solution especially if you’re dealing with lots of incoming queries on the daily basis
Free Trial: Yes
Pricing: starts at $19/month
34. JivoChat
Our Opinion: Best price/quality live chat solution
Description: A live chatting tool for websites providing customizable online chats, with features including real‑time tracking, pageview history, email transcriptions, and more
The Best Part: You can get a LOT even from a freemium version
The Worst Part: Lacks functionality in comparison to main competitors
Who it’s for: A no-brainer for beginners and startups and even solid companies who need to implement an online chat on their site
Free Trial: Yes
Pricing: starts at $0/month
35. LiveChat
Our Opinion: TOP 3 online chat solution
Description: A customer service platform designed specifically for large enterprises
The Best Part: The name speaks for itself — solid and user-friendly live chat
The Worst Part: Occasionally the load speed and other minor issues might occur
Who it’s for: Definitely worth a try if you need a nice and simple online chat on your website
Free Trial: Yes
Pricing: starts at $24/month
36. Tawk.to
Our Opinion: Best UX-friendly online chat solution
Description: An online platform for real time communication between business owners and their customers and website visitors
The Best Part: Easy to set up, easy to integrate, and easy to implement (almost everything you need on the freemium version)
The Worst Part: The features are a little too basic (i.e. lacks the ability to interact in the chat with multiple users)
Who it’s for: If you’re a solopreneur or a small business that needs an online chat for your web
Free Trial: Yes
Pricing: Free
37. Botsify
Our Opinion: Best AI-chatbot software
Description: A live chat software that allows businesses to engage with their clients and assist them in real time, send personalised messages, and offer custom services
The Best Part: This automation saves a lot of time on typical conversations with customers (such as requests for apartments, trips, cars, etc.) + makes you be 24/7 online
The Worst Part: Quite a long learning curve to set everything up
Who it’s for: If you are constantly dealing with customers who need typical and highly standardized assist, then this is a very good option
Free Trial: Yes
Pricing: starts at $49/month
38. Acquire
Our Opinion: Best UX live chat
Description: Customer service platform for web and mobile apps that allows companies to cobrowse, live connect, talk to each other through text, video, and voice calls
The Best Part: Remarkably easy software to use and support team behind it
The Worst Part: Obviously pricing is relatively high
Who it’s for: If you’re an upper-sized business that wants a smooth implementation of an online communication tool on your website
Free Trial: No
Pricing: starts at $200/month
CRM & Marketing Automation tools
Goal: To connect and follow up with potential clients throughout the sales funnel
39. Hubspot
Our Opinion: Best “all-in-one” CRM system
Description: one of the most popular CRMs for growth-minded companies, which helps them better manage their business by using powerful software tools for lead generation, relationship management, customer service, social media engagement, and more
The Best Part: You can use only one software instead of using multiple ones, constantly switching between one another
The Worst Part: If you want to get the most out of it then you have to upgrade and the pricing becomes quite an issue
Who it’s for: If you are an upper-sized business that want to have a one window ecosystem with all the business tools you need then stop searching
Free Trial: Yes
Pricing: starts at $50/month
40. Pipedrive
Our Opinion: Best small business CRM tool
Description: an integrated solution for managing lead generation, engagement, conversion, and tracking processes
The Best Part: Easy to learn, set up, deploy and utilize
The Worst Part: Becomes a little less comfortable to use when your business grows
Who it’s for: If you are a small business searching for a simple yet solid CRM, then this is probably the ultimate fit
Free Trial: Yes
Pricing: starts at $11.9/month
41. Salesforce
Our Opinion: The most advanced sales CRM on the market
Description: A leading online sales management software platform that allows companies to forecast their revenue and track their lead flow
The Best Part: Fully customizable and probably the most powerful CRM software on the market — the ultimate solution for sales teams
The Worst Part: Way too complex and consequently pricey — you’ll probably need a professional integrator to adapt it
Who it’s for: if you are an enterprise-size business (or considering yourself as one), then this is something you can’t simply pass by
Free Trial: Yes
Pricing: starts at $25/month
42. Overloop CRM
Our Opinion: Best cold outbound sales CRM tool
Description: An ideal CRM for B2B marketing, helping companies with outbound sales through cold emails, email finders (LinkedIn), Sales Automator, and others
The Best Part: You can easily combine and automate both your Linkedin AND email outreach campaigns
The Worst Part: The pricing level fits better for middle+ sized companies
Who it’s for: A good option for teams that are focusing primarily on cold outbound campaigns
Free Trial: Yes
Pricing: starts at $99/month
43. Kommo (formerly amoCRM)
Our Opinion: Best tool for sales-focused teams
Description: Messenger-powered sales CRM solution
The Best Part: All your conversations with customers via multiple channels (i.e. WhatsApp, Telegram, Viber, messenger, etc.) can be managed from a single window (your fellow teammates can interfere or help at any moment)
The Worst Part: You’ll need additional tools if you want to do anything more than just sales (like comprehensive planning, accounting, storage traction, etc.)
Who it’s for: If you want to increase the efficiency of your sales team — this is a great tool to consider
Free Trial: Yes
Pricing: starts at $15/month
44. Bitrix24
Our Opinion: The best price for functionality in “ecosystem solutions”
Description: A cloud-based business management solution designed specifically for small, medium, or large businesses. It includes everything from customer relationship management (CRM) to task management to project management to communication to collaboration to billing to invoicing and more
The Best Part: The whole ecosystem underneath your fingerprints — sites, tasks management, CRM, HR, collaboration, automation, so you can gradually decrease the number of tools you use in your business
The Worst Part: If you’re doing “everything” then ultimately it means that you might be not that great in every single detail — lacks features once you want to go really deep in certain functionality
Who it’s for: If you want structure your business meanwhile keeping the costs as low as possible (especially in the beginning), then this is a tool you should consider
Free Trial: Yes
Pricing: starts at $0/month
45. Keap (formerly Infusionsoft)
Our Opinion: Best
Description: an all-in-one solution for small business owners looking to streamline their marketing & lead generation efforts
The Best Part: A really rich set of features this platform allows you to cut expenses on other tools
The Worst Part: Quite a long learning curve (sometimes you might need third-party help to put everything on track)
Who it’s for: If you are a startup that is looking for advanced CRM system
Free Trial: Yes
Pricing: starts at $129/month
Conversion Rate Optimization tools
Goal: To increase the conversion rates on my websites so that they generate more leads for the same traffic
46. VWO
Our Opinion: An ultimate A/B testing tool
Description: an online tool that allows companies to create and run A/B tests on their own webpages
The Best Part: You don’t have to have code skills to change certain elements of your website (or to change it completely) — simply use this tool and make any experiments you want
The Worst Part: Pricing is relatively high
Who it’s for: If you are REALLY serious about increasing the conversion rate of your website, then this is something you can’t ignore
Free Trial: Yes
Pricing: starts at $467/month
47. Hotjar
Our Opinion: Best “profound web visitors understanding” tool
Description: A web application used to measure user engagement by tracking clicks, taps, and scrolls in real time across websites
The Best Part: The “real” understanding of the behavior of your visitors — something that you analytics wouldn’t tell you
The Worst Part: This tool helps you to see the visitor’s behavior, but sometimes it’s not that obvious what you really have to do with it
Who it’s for: If you are tired with coming up with new conversion rate optimization hypothesis and want to get an out of the box insights, you might have missed
Free Trial: Yes
Pricing: starts at $0/month
48. PageSpeed Insights
Our Opinion: Easy and completely free website speed optimization tool
Description: A free-to-use online website speed-checking tool
The Best Part: You can get solid insights on your speed optimization recommendations completely for free.
The Worst Part: Lack the ability to send a real-time alert once any problem occurs
Who it’s for: It fits anyone who wants to check the speed of their website to exclude any “obvious” issues
Free Trial: Yes
Pricing: Free
49. Pingdom
Our Opinion: Best website monitoring and technical optimization tool
Description: A cloud-based service that combines synthetic and real user monitoring to provide full viewability and improved troubleshooting capabilities
The Best Part: With this tool will notify you once you have any issues with your website occurred — so you’ll be able to react immediately
The Worst Part: A bit pricey solution in comparison to competitors
Who it’s for: This is a must-have tool if you have a high traffic website so any tiny technical problem would have a great impact on the overall performance
Free Trial: Yes
Pricing: starts at $15/month
50. TrustPulse
Our Opinion: Best price for quality social proof building tool
Description: An easy-to-use strategy for capturing user engagement across multiple channels: create recent activities to catch user engagement both online and offline, such as comments, likes, retweets, etc.
The Best Part: Does exactly what it’s promising — builds social proof + it’s a more affordable software in comparison to the major analogs
The Worst Part: Might not fit premium class or luxury products
Who it’s for: Perfect for low traffic / newly created Ecom stores to instantly boosts sales and trust
Free Trial: No
Pricing: starts at $5/month
51. Proof
Our Opinion: The easiest and quickest way to boost Ecom sales
Description: A marketing tool that improves business' web traffic by helping them increase their conversion rates through real-time notifications
The Best Part: A quick set-it-and-forget-it approach to increase your conversion
The Worst Part: Requires additional adjustments once you have only several purchases per month (would look odd)
Who it’s for: If you are an Ecom business ideally with 1+ daily sales and you want to increase your websites’ conversion rate with a little to no efforts
Free Trial: Yes
Pricing: starts at $29/month
52. ReferralCandy
Our Opinion: Best word-of-mouth enhancement software
Description: A cloud-based solution designed for e-commerce sites of all shapes and sizes to manage customer loyalty program management across multiple channels
The Best Part: The ability to easy and automatically “consciously” impact the number of referrals from the current customers
The Worst Part: Lacks integration capabilities with several services
Who it’s for: If you have a hard time generating referrals from your clients, then you definitely want to check this out
Free Trial: Yes
Pricing: starts at $49/month
53. Videoask
Our Opinion: The most unusual personalization/communication tool
Description: enables you to build trust while automating your customer relationships and growing your one-to-one sales
The Best Part: Not a commonly used solution, so you’ll be able to create a real WOW effect on your audience and substantially increase trust
The Worst Part: Probably doesn’t fit all types of businesses since the personal introduction might not fit all customer journeys
Who it’s for: It definitely worth a try if you need to build an instant rapport with your visitors and
Free Trial: Yes
Pricing: starts at $0/month
Survey & Feedback tools
Goal: To help me discover hidden obstacles and better understanding my prospective clients
54. Survey Monkey
Our Opinion: The ultimate survey tool
Description: A widely used software application for creating, sending, and analyzing online surveys
The Best Part: The price and ease of use + the number of integrations available
The Worst Part: Advanced features are available only on upper-tier tariffs that might be pricey for small businesses
Who it’s for: A no-brainer for anyone who wants to perform any kind of survey both for business and private goals
Free Trial: Yes
Pricing: starts at $35/month
55. Typeform
Our Opinion: Best “unusual and aesthetically appealing” form builder tool
Description: A cloud-based online tool that allows small and large organizations alike to manage surveys easily and effectively
The Best Part: A creative approach to form and survey collection in comparison to the “classic” ones (makes this relatively boring process fun and engaging)
The Worst Part: High cost when it comes to more advanced features
Who it’s for: If you want to have a nice and smooth data collection process that your visitors would love (or at least not forget)
Free Trial: Yes
Pricing: starts at $29/month
56. Qualaroo
Our Opinion: Best contextual feedback tool
Description: A web application that lets small to medium-sized business owners get insight into their customers' experience by asking them questions via text message
The Best Part: Unique AI-powered and overall undisturbing features that allows collecting the visitors' feedback
The Worst Part: Price tiers could be more flexible and affordable
Who it’s for: If you want to get deep insights about your website/business directly from your visitors without spending a fortune on a professional marketer
Free Trial: Yes
Pricing: starts at $100/month
57. WPforms
Our Opinion: Best WordPress form builder
Description: an online form generator that lets you create beautiful contact, registration, donation, etc., forms for your site in just seconds
The Best Part: Customer support is outstanding — you can troubleshoot anything within an hour
The Worst Part: Obviously you have to have a WordPress site to use it (which ultimately means that already certain basic coding skills required)
Who it’s for: A no-brainer solution if you want to create forms AND have a WordPress website
Free Trial: No
Pricing: starts at $49.5/year
58. Pointerpro
Our Opinion: Best personalized report creation tool
Description: A tool for creating online surveys that allows participants to access their results right away
The Best Part: A advanced personal PDF generation tool with the results of the assessments is simply awesome
The Worst Part: Initial learning curve might be long
Who it’s for: A solid tool If you need to perform advanced assessments in your business
Free Trial: Yes
Pricing: starts at $49/month
59. ProProfs Quiz Maker
Our Opinion: Best employee/students performance improvement tool
Description: a tool for business owners who want to create custom online surveys, conduct carefully-planned quizzing activities, and track overall employee performance
The Best Part: A very-wide range collection of assessments and tests that could be easily adapted
The Worst Part: A bit pricey premium features
Who it’s for: If you need to train and adopt new employees or perform student tests in a simple and fast way — it worth trying
Free Trial: Yes
Pricing: starts at $0/month
60. Jotform
Our Opinion: Best “create any form you want” tool
Description: A web-hosted application that allows users to automatically publish online surveys and collect user feedback
The Best Part: The ability to sign forms + a huge range of pre-built form templates that you can easily pick and deploy (no coding required)
The Worst Part: Templates sometimes might lack customization
Who it’s for: If you want a simple and fast way to create a form on your website — this is the go-to solution
Free Trial: Yes
Pricing: starts at $0/month
61. Delighted
Our Opinion: Best NPS tracking tool
Description: a software solution for collecting real-time, action-based customer satisfaction surveys through email, web or text messages
The Best Part: A great easy way to collect your NPS rates on an automated constant basis
The Worst Part: The integrations with third-party services might not be that advanced
Who it’s for: A no-brainer if you want to implement an NPS survey in your business
Free Trial: Yes
Pricing: starts at $0/month
Search Marketing tools
Goal: To improve your site's performance in Google and Bing, use SEO techniques to attract new visitors to your site
62. SEMrush
Our Opinion: Best SEO tool
Description: a leading SaaS for professional SEO experts as well as small and medium businesses
The Best Part: Literally everything (and a little bit more) you need to move your SEO efforts to the next level
The Worst Part: A bit pricey if you’re not really in a “SEO game”
Who it’s for: If you’re searching for the ultimate advanced SEO tool, then here it is.
Free Trial: Yes
Pricing: starts at $119.95/month
63. Ahrefs
Our Opinion: Best link-building tool
Description: A suite of SEO tools that help you do competitor analysis to discover high-ranking PPC keywords, link-building approaches, etc.
The Best Part: Overall one of the most powerful SEO software on the market
The Worst Part: Recent pricing usage-based model which makes it confusing and less favorable in terms of value in comparison to the competitors
Who it’s for: If you’re serious about SEO, especially doing active link building, then this is something you can’t pass by
Free Trial: No
Pricing: starts at $99/month
64. Serpstat
Our Opinion: One of the TOP 3 SEO solutions on the market
Description: an online search marketing analytics platform designed specifically for small to medium-sized businesses, including marketing firms, e‑commerces, and PPC managers
The Best Part: More affordable pricing for relatively same features that you have in major competitors
The Worst Part: A little overwhelming interface in comparison to analogs
Who it’s for: If you’re a marketing agency or a business that needs a solid SEO tool — this is the one you should try
Free Trial: Yes
Pricing: starts at $69/month
65. SE Ranking
Our Opinion: Best “small business/freelancer friendly” SEO tool
Description: an online tool that helps small business owners improve their websites' visibility
The Best Part: One of the most affordable pricing
The Worst Part: The data is not always that accurate and might be expanded
Who it’s for: If you are a freelancer or a small business that needs actionable SEO tool
Free Trial: Yes
Pricing: starts at $39/month
66. Yoast’s SEO plugin
Our Opinion: Best SEO plugin for WordPress site
Description: A tool that helps companies improve their websites' search ranking without having to hire an expensive SEO expert
The Best Part: An easy way to change your SEO titles, Meta descriptions, slug, and more without help from the developer
The Worst Part: Relevant only for WordPress platform sites + a little pricey
Who it’s for: A go-to solution if you want to boost your SEO ranking (and have a control over it) on your WordPress site
Free Trial: Yes
Pricing: starts at $99/month
67. Moz Pro
Our Opinion: Best Keyword Difficulty Identification tool
Description: an array of SEO tools to help you improve your rankings, increase traffic, gain visibility in search results, etc.
The Best Part: You can use it as a browser extension + one of the best “Keyword Difficulty” identification
The Worst Part: Less accurate data and features in comparison to other solutions
Who it’s for: If you’re searching for a solid tool to implement and keep track of your SEO performance: keywords research, link building, site health, and more
Free Trial: Yes
Pricing: starts at $99/month
68. BuzzSumo
Our Opinion: Best “TOP content” finding tool
Description: A platform for social media analysis and content marketing that helps companies analyze their most effective content across all social networks.
The Best Part: The ability to track and monitor your brand’s reputation — you’ll be able to easily notice and respond to almost everything that people are talking about you
The Worst Part: Price point is too high for early-stage businesses
Who it’s for: If you’re in full-time content creation and want to understand what content should you create in order to maximize the number of “buzz”, i.e. comments, likes, share (be up-to-date with the recent trends)
Free Trial: Yes
Pricing: starts at $0/month
This is our in-depth analysis of lead generation tools in 2023.
Now I want to turn it over to you.
I’m really curious:
What software are you using right now?
Do you agree with our thoughts?
What what you suggest/exclude?
Leave a quick comment below right now to let me know.
