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I like how this post is broken down into specific categories. The most important tools are under "Analyzing and Improving". Obviously I use google analytics but haven't used Visual Website Optimizer. Is it like Optimizely?

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Yes, it's very much like Optimizely. Here's a good (but old) comparison: http://www.quora.com/What-are-the-main-differences-benefits-...

When using the two tools I much preferred VWO editor that allowed to setup the tests. Besides that I found the tools to be quite equal.

things like crazyegg are good too. you can just use the 30 day trial to test it out.

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