FullStory vs Inspectlet vs LogRocket: Which Conversion Optimization Tool is More Powerful for 2020?
February 11, 2020 Rajat Tyagi
Conversion Rate Optimization (CRO) Software is a product that gives advanced session replay, heat mapping, and conversion funnel to empower users to optimize their online user experience and fundamentally increment conversion rates. Session replays are special for giving an insight into the raw user experience. Site visitors are not impacted by tasks that you have given them as it happens in the manual testing scenarios. This means that Session replays eliminate the bias from Website assessment, expelling how one expects a visitor will respond. In this article, we are going to review three Conversion Rate Optimization (CRO) software a – FullStory, Inspectlet, and LogRocket – and see which of these tools can be viewed as the most powerful tool for conversion rate optimization or CRO in 2020.
FullStory vs Inspectlet vs LogRocket – General Comparison
Market Share Comparison
To kick off the comparison, we first compared the market share of FullStory, Inspectlet, and LogRocket. We found that FullStory was way ahead of Inspectlet and Inspectlet was way ahead of LogRocket in terms of market share.
FullStory Vs Inspectlet
Inspectlet Vs LogRocket
Hence, if we have to rank them as 1, 2 and 3 in descending order of their respective market share, we would rank them as below:
We have seen that very old companies in a specific vertical usually have the largest market share. So, we checked the founding years for all three companies in our review. We found that there is no significant difference in the founding dates of these companies. FullStory was founded in 2012. Inspectlet was founded in 2011. And LogRocket was founded in 2015. Despite the fact that FullStory was founded 1 year later than Inspectlet, it enjoys a significantly higher market share.
This study of geographical coverage gives another interesting insight into the adoption of these tools in different countries and how these companies are leading in certain geographies. Whereas FullStory has the highest market share, Inspectlet has the largest geographic coverage. And LogRocket has the least coverage in terms of geographical spread. It’s interesting to see that Ispectlet is leading with FullStory in more than 80 countries. Whereas FullStory is leading with Inspectlet in about 60 countries. But another interesting fact is that FullStory is leading in major markets such as the USA, the UK, Canada, and Australia. LogRocket, on the other hand, is leading with Inspectlet only in Japan and three small countries such as Andorra, Togo, and Yemen and with FullStory in Andorra and the Syrian Arab Republic.
Hence, if we have to rank them as 1, 2 and 3 in descending order of their geographic spread, we would rank them as below:
We just saw that FullStory and Inspectlet have close competition in terms of market share and geographic spread. However, reviewing these competitors on Crunchbase shows a very different picture in favor of LogRocket. We observed that the Crunchbase ranking of LogRocket is far ahead compared to FullStory and Inspectlet. CB Rank of Inspectlet is 99,785. The company either doesn’t need external funding or has not secured one in the last few years. On the other hand, the CB rank of FullStory is 21,679. This is almost a difference of 70K in rank. Moreover, FullStory has received funding of $59.2 Mil. It’s in series C. Now, here is the most interesting part. The CB rank of LogRocket is just 1660. This is almost 20K higher in terms of ranking with FullStory and about 80K higher than Inspectlet in the ranking. LogRocket is a series B and has received a funding of over $30Mil. It is to be noted that LgRocket came into existence four years after Inspectlet and three years after FullStory.
Hence, if we have to rank them as 1, 2 and 3 in descending order of their CB score, we would rank them as below:
It must be noted here that although FullStory is ranked below LogRocket, it still stands at the fourth round of funding with $59Mil. It is a 100 plus team now. LogRocket is at the third round of funding with total funding of about $30Mil. It is about 10-15 people company. Inspectlet is ranked too low. It seems it has not taken any external funding that is noted by Crunchbase. And despite the fact that the company was founded before FullStory, it is still a 10-15 people company whereas FullStory has over 100 employees
Does the above statistics make Inspectlet a laggard? Not really. CB ranks give a lot of weightage to funding. That is why Inspectlet ranks very low here. However, if we look at the revenue figure of these three companies then we find that Inspectlet is leading at about $14Mil. In comparison, FullStory has a revenue of $5Mil and Logrocket is at $2.5Mil. And as Inspectlet has a very small team size, it appears to have a very high revenue per employee.
Hence, if we have to rank them as 1, 2 and 3 in descending order of their revenue, we would rank them as below:
Pricing, free trial, ease of installation, video playback quality, and user interface.
| ||Price (Entry-level)||Free trial||Ease of installation||Video playback quality||User interface||Pros||Cons||Overall|
|Inspectlet||$0.78 per hundred sessions||YES (5 sessions per day)||A||A+||C||- High-quality video|
– Easy installation
– Free version
|- Dull user interface||A|
|FullStory||$0.80 per 100 sessions||YES||A||A||A||- High-quality video|
– Easy installation
– Nice user interface
– Free version
|- Slightly pricey||A|
|LogRocket||$0.49 per 100 sessions||YES||B||A-||A-||- High quality the video|
– Nice user interface
|- Hard installation|
– No free version
Price – If you are looking for a relatively less expensive platform between the three platforms under review, then you should go for LogRocket. LogRocket costs about half compared to FullStory and Inspectlet.
Free trial and free version – If you want to first try the application before actually buying them then you can take a free trial of all three platforms. If your needs are limited and you do not want to spend money on this software at this time then you can use free versions of Inspectlet as well as FullStory with some limited features. LogRocket, on the other hand, doesn’t offer any free version
Ease of Installation – If you are not too techie but just the normal user with not a lot of technical skills then you should opt either for FullStory or Inspectlet. Both have a very easy process of installation compared to LogRocket
Video Playback quality – If the video playback quality matters the most to you then you can go for Inspectlet. It has A+ video quality. This is followed by FullStory (A) and LogRocket (A-). Please note that video quality of none of these platforms is grade B or lower. So, depending upon other factors you give preference to, you can make a choice between any of the three platforms.
User Interface – If you give priority to the user interface than all other features then go ahead with FullStory followed by LogRocket. We won’t recommend Inspectlet if you are looking for a good user interface. The user interface of the Inspectlet is too dull and is rated as Grade C.
Here are some ratings from G2.com.
FullStory vs Inspectlet vs LogRocket – Features Comparison
Before we get into feature-specific details, let’s first understand as to who are the key users of these platforms and why they need to use these conversion rate optimization tools.
|Target Users||Overall Usage|
| || |
|Project Management team||Helps Product Managers understand the big picture and the little details about their products.|
|Engineering team team||Code-inclusive data recording technology captures all the details needed to research, understand, and improve the app’s performance.|
|Customer Support||Helps the customer support team gain context and insight around every ticket|
|UX Design team||Session replay and automatic frustration detection helps UX design teams to improve UI|
|Marketing team||Helps Marketers understand why visitors don’t convert, understand customer’s experience and improve marketing.|
Now that we know a bit about the key users and their overall usage, we will now see how specific features of these CRO tools helps them deliver what they do. For example, we will now see, for example, how the marketing teams find reasons for a low conversion rate. Boradly, these platforms help them analyse, visualize, collaborate, record sessions, search sessions, replay and integrate these tools with their other existing tools such as WordPress, Shopify, Salesforce, Google Analytics, etc.
Features of FullStory
|Analyze||Custom conversion analysis, Signals, Opportunities, Data visualizations (showing how many users complete each action, User trends, Heatmaps, Track unique URLs, Slowest pages, etc), Frustration Signals|
(Error Clicks, Dead Clicks, Rage Clicks, Thrashing Mouse, etc.)
|Collaborate||Allocate sessions and manage users, Share Segments across teams, generate a link to a session replay that can be shared in email, Slack, or anywhere, Guest view (sharing without giving access to FullStory account), Alerts and Daily/Weekly Digest|
|Record||One small snippet of code captures everything on your site—every page, every click, every mouse movement, etc. along with a GDPR compliance tool (marking certain elements to be recorded only after obtaining consent)|
|Search||Omnisearch (FullStory’s search engine recognizes filter names, URLs, button text, and more, providing smart suggestions to help complete a search)|
|Replay||Pixel-perfect reproduction, Co-browsing, Advanced playback controls (watch replays at double or quadruple speed, etc.)|
|Integrate||Integration with tools such as Desk.com, Google Analytics, Google tag manager, Salesforce Cloud, Slack, Tealium Trello, BigCommerce, Magneto, Shopify, WordPress, etc.|
Features of Inspectlet
|Analyze||Form Analytics ( Form Analytics provides conversion-critical information on the performance of a site’s forms through a variety of form metrics. Heatmaps (Eye-tracking Heatmaps, Click Heatmaps and Scroll Heatmaps)|
|A/B Testing||A/B testing helps compare the performance of two versions of a page by showing half the visitors one version of a site, and the other half the second. By comparing which version got more signups, sales, or any other metric, one can determine which version truly performs best.|
|Session Recording & Replay||Inspectlet records videos of site visitors as they use the site, allowing the admin/user to see everything the visitors do – every mouse movement, scroll, click, and keypress on your site.|
|Search||Very mature filtering capabilities (Slice and dice your data however you want)|
|Integrate||Although integration is a very important feature, Inspectlet does not clearly mention the platforms they can seamlessly integrate with.|
Features of LogRocket
Not many experts have chosen to write so extensively on LogRocket as the preferred CRO tool for 2020. One of the key reasons for this could be that LogRocket’s prominence primarily in smaller countries. In addition, LogRocket doesn’t allow free trials to help reviewers deeply analyze key features. Moreover, it is rather strange, that LogRocket does not have a dedicated features page on their website and the descriptions provided about their features are very insufficient.
|Reproduce||Inspect logs, network activity, and DOM state leading up to errors. LogRocket achieves this through Session Replay (One-line install to capture full logs and session recordings) and Error Reporting (Detect and reproduce the most meaningful application errors)|
|Resolve||Troubleshoot customer issues and fix problems faster through Powerful Search ( Search for specific users who are having issues, and view their history) and Support / CRM Integrations (Connect to Intercom, Zendesk, and Salesforce to help triage tickets)|
|Understand||Deeply understand your users by watching them use your product though sessions replay(Play back customer sessions with pixel-perfect accuracy). and filter by session features (Filter by sessions that contain specific pages or feature usage)|
|Integrate||A lot of integration options and plugins available. However, integrations only to Intercom, Zendesk, and Salesforce to help triage tickets. Integrations with popular CMS and E-commerce tools not found.|
Unique Features of Each Brand- FullStory vs Inspectlet vs LogRocket
Features wise FullStory offers comprehensive features one can look for in this segment of Conversion Rate Optimization tools (or CRO tools). FullStory’s analytics is really far above the analytics functionalities offered by the other two players. Inspectlet also offer similar analytics features as FullStory that include conversion analytics and visualizations primarily in the form of heatmaps. However, LogRocket doesn’t offer such analytics (primarily visualizations features). Collaborations tools offered by FullStory is also much advanced compared to the other two players. Sessions recordings with GDR compliance in another important and key offering by FullStory.
Form Analytics and A/B testing features are the most unique features offered by Inspectlet. User activities on landing page forms can impact conversion rates to a great extent. Inspectlet offers a very comprehensive form analytics feature. Real-time A/B testing is also very unique which shows different versions of the same site to different sets of users and compare how one is better than the other in terms of conversions.
LogRocket also offers basic features of prominent Conversion Rate Optimization tools such Analytics, Sessions Recording, Search capabilities and integrations. However, we did not find any specific feature in LogRocket that makes it unique. As of now, it seems, LogRocket is not trying to fight for the same pie that has already been taken by FullStory and Inspectlet. So far they have been increasing their prominence in relatively smaller countries. Also, they are priced at almost half the price if compared with FullStory or Inspectlet. Probably, they may gradually come up with higher versions with additional features.
All three are great CRO platforms and can be selected by potential buyers based on their most important requirements. For example, the potential buyers looking for the least expensive of all three platforms can go for LogRocket. Inspectlet has the highest revenue as well as a great revenue per employee. Also, its spread across geography. FullStory is the biggest of all three with over 100 plus employees. It leads in the major markets such as the US, the UK, Canada and Australia. Feature wise also, FullStory is pretty consistent. If we are asked to choose the best tool for Conversion Rate Optimization (CRO), FullStory would be our first choice as the most powerful conversion rate optimization tool for 2020. Inspectlet would be the closest alternative to FullStory.