Businesses can no longer afford to ignore the website user experience. With growing competition and highly aware users, a smart design alone isn’t enough. You need real-time insights into how people interact with your website, including where they click, where they drop off, and what conversions occur. Fortunately, a host of free tools can help you do just that.
If you’re a designer, marketer, or business owner, these seven free tools will help you assess and improve your website’s user experience in meaningful ways.
1. Google Analytics 4 (GA4)
Google Analytics 4 is a powerful, free tool from Google that provides you with deep insights into how users interact with your website. GA4 focuses on a user activity-based model that tracks actions more accurately, such as scroll depth, button clicks, and video engagement, without requiring third-party plugins.
Key Features:
- Tracks user journeys across devices and platforms
- Uses event-based data
- Built-in machine learning for predictive metrics
- Smooth integration with Google Ads and BigQuery
Why It’s Great for UX:
GA4 enables you to visualize user flow, identify high-exit pages, and uncover where users abandon their sessions. This data is invaluable for refining landing pages, simplifying navigation, and ensuring a smoother website user experience.
2. Microsoft Clarity
Microsoft Clarity is an unnoticed asset that’s completely free and built to analyze user behavior through session recordings and heatmaps. It complies with GDPR and CCPA without affecting your site’s performance.
Key Features:
- Unlimited session recordings
- Heatmaps for clicks and scrolls
- Dashboard for rage clicks and dead clicks
- Filters for device types, countries, and user actions
Why It’s Great for UX:
Clarity provides visual insights into how users interact with your site. Are people clicking something that isn’t clickable? Are they scrolling endlessly without finding what they need? Clarity helps you spot and fix these friction points quickly.
3. Hotjar (Free Plan)
Hotjar has been a favourite among UX researchers for years. Its free plan now includes essentials like heatmaps and session recordings, making it a great starting point for businesses with limited budgets.
Key Features:
- Heatmaps to understand user attention
- Session recordings of real user behavior
- Feedback widgets and surveys
- Basic dashboard with trends and filters
Why It’s Great for UX:
Hotjar bridges the gap between quantitative and qualitative analysis. You can watch user sessions to identify confusing layouts or slow-loading sections, while also gathering direct feedback to back up your data.
4. Miro
Although it’s not strictly a UX analytics tool, Miro is an innovation workspace that helps teams of all sizes plan, design, and build ideas together. It offers a powerful space for easy collaboration, whether you’re in the same room or working remotely, making it easier to create your next big project.
Key Features:
- Real-time collaboration on UX diagrams
- Simplify campaign planning, collaboration, and execution
- Visualize complex projects and get a clear picture
- Sticky notes, voting tools, and version control
Why It’s Great for UX:
Miro allows teams to document the user journey visually. When planning new features or redesigning a site, mapping the entire website user experience helps identify pain points and opportunities before coding even begins.
5. UserTesting (Free Trial)
UserTesting offers a limited free trial that lets you gather first-hand feedback from real users interacting with your site. This is especially helpful for identifying user confusion, validating design changes, or testing prototypes.
Key Features:
- Real-time video feedback
- Task-based testing scenarios
- Ability to test mobile apps, websites, and prototypes
- Optional AI insights for quick summaries
Why It’s Great for UX:
What better way to improve your website than by listening to real people using it? Even limited tests through UserTesting’s free trial can uncover major issues that analytics alone might miss.
6. Inspectlet (Free Plan)
Inspectlet is another behavior analytics tool similar to Hotjar and Clarity. Its free plan includes session recordings and heatmaps for up to 2,500 sessions per month.
Key Features:
- Detailed session recordings
- Conversion funnel tracking
- Mouse movement heatmaps
- JavaScript tagging for custom events
Why It’s Great for UX:
Inspectlet is great for understanding micro-interactions. Are users hovering over important elements without clicking? Are form fields too confusing? This tool brings clarity to these micro-level behaviors that impact the website user experience significantly.
7. Fibr AI
Fibr AI is a platform that offers complimentary tools to improve website user experience and boost conversion rates. Its features include A/B testing, personalization options, and user behavior tracking, all aimed at refining landing pages and other key website components.
Key Features:
- Free A/B testing
- Personalization and user behaviour analysis
- Landing page optimization
- AI-Powered Insights
Why It’s Great for UX:
They enable businesses to quickly evaluate landing pages, pinpoint improvement opportunities, and experiment with various versions, all without the need for coding skills or technical expertise.
Why Website User Experience Should Be a Priority in 2025
In 2025, Google’s search algorithms will continue to prioritize UX signals like page load speed, mobile usability, and user engagement. Also, consumer expectations are higher; users expect quick, intuitive, and personalized experiences across devices.
Here are just a few reasons why investing in UX tools makes business sense:
- Higher Conversion Rates: Better UX leads to lower bounce rates and more conversions.
- Improved SEO: Google uses UX metrics like Core Web Vitals and dwell time in its rankings.
- Customer Loyalty: Positive experiences increase customer satisfaction and brand trust.
- Lower Support Costs: A well-designed site reduces user frustration and support queries.
How to Choose the Right Tools for Your Needs
Not all tools suit every situation. Mix and match tools below based on your current website goals, be it increasing sign-ups, boosting sales, or simply making your site more pleasing to navigate.
Here’s a quick guide to help you pick:
- Want behavior tracking? Choose Hotjar, Clarity, or Inspectlet.
- Need user feedback? Go for UserTesting or Hotjar’s Feedback Widgets.
- Planning UX strategy or wireframes? Use Miro.
- Need comprehensive analytics? Start with GA4 and integrate Firebase as needed.
- Testing new ideas? Consider Firebase A/B Testing or Miro prototypes with usability studies.
Today, understanding and improving website user experience isn’t optional; it’s essential. Thankfully, there are plenty of free tools in 2025 that help you get there without exceeding your budget.
From powerful analytics platforms like Google Analytics 4 to intuitive behavior-tracking tools like Hotjar and Microsoft Clarity, each of these tools offers unique insights into how visitors interact with your site. Pair them with user-centric design platforms like Miro and direct testing solutions like UserTesting, and you’ll have a complete toolkit to refine, optimize, and future-proof your website.
Investing time in user experience today can lead to meaningful business outcomes tomorrow. Start small, experiment often, and let these free tools guide your way.
