Best Landing Page Tools: Unbounce vs. Instapage Review

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Written By Jan Shelton

It is common to find brand pages, categories, and homepage for most brands’ websites. Although these pages are essential when operating an e-commerce business, they have some limitations that may prevent you from optimizing conversions.

Some brands experience fluctuations, and most business owners believe that having a well-structured homepage may be enough to fix such issues. One of the limitations of website homepages is that they contain widgets and links to other pages on your website.

Home pages encourage your website visitors to navigate around other pages in your website but are they enough to give you an increased conversion rate?

Of course not! Your website homepage may not be the best for creating effective product pages, lead capture pages, sales pages, etc. What then is the best solution to creating a website page that sells?

Dedicated landing pages

Unbounce vs. Instapage: Best Landing Page Tools Review [2021]

Unlike website homepages, landing pages are designed to enhance conversion by streamlining your focus to increase sales conversion.

They have compelling designs and are built according to data-driven best practices. Most brands that avoid creating landing pages feel that landing pages may be a tough task to handle because of the lack of technical know-how needed to manage or create such pages.

However, that may no longer be an excuse because effective page builders are available at your disposal. These landing page tools can be used in creating stunning landing pages within a few minutes. You can find all the features needed to improve your sales conversion. The easy-to-use landing page tools can be designed without having an advanced developer’s knowledge.

We shall look at two of the most efficient tools in building landing pages (Instapage and Unbounce). Although both builders have real-time editing, drag, and drop, and other outstanding features, some features are unique to each tool.

We shall look at the similarity and differences between both landing page tools. We shall also look at several other aspects of these landing page builders such as pricing, pros and cons, design, audience, support, and more.

What is Unbounce?

Unbounce is a landing page tool that was launched in 2009 as a landing page and provides a platform for building landing pages.

Its primary objective is to help marketers to increase their lead generation, customers, and prospects. It is a web-based SaaS platform with different subscription plans.

Try Unbounce for free.

What is Instapage?

Instapage is a landing page tool that was launched in 2012 to help marketers in creating stunning landing pages.

It is convenient to use and requires little or no web developers’ knowledge. It is a web-based SaaS platform that offers different pricing plans according to users’ needs.

Try Instapage for free.

Instapage Vs Unbounce Landing Page Tools: Comparison

To better understand the effectiveness of both landing page builders, we would compare them based on the following factors:

i). Audience

Both Unbounce and Instapage boast over 1000 users. Unbounce is highly suitable for e-commerce agencies and teams Unbounce is also suitable for businesses that use Saas technologies in carrying out their operations.

However, Instapage is best suited for enterprise marketing agencies and teams. Unbounce is also ideal for business owners who have medium to large businesses.

Unbounce is suitable for such businesses because it allows you to manage clients’ leads individually and create and design multiple pages. Unbounce also helps business owners to protect their data which makes it an excellent tool for team agencies.

Instapage, on the other hand, is ideal for individuals looking for a convenient way to set up a landing page building service with awesome templates that can be used for any industry.

ii). Design

Instapage offers a fast and convenient landing page building process, and it contains several beautiful templates that look very compelling on any device. With Instapage, you can also match the design, color, and font of your existing website.

Unbounce classic builder allows you to design pages using videos, forms, lead captions, and more. Unbounce is also designed with a Smart Builder tool that utilizes machine learning and artificial intelligence algorithms to help marketers create compelling landing pages.

Unbounce has a user-friendly interface and offers a fast building time, thereby helping marketers to improve their conversion rate.

iii). Templates

While Instapage boasts more than 200 templates, Unbounce has over 125 templates you can select. Unbounce is also in a product partnership with the Themeforest brand. Themeforest offers over 180 additional templates to Unbounce users.

You can adjust each Instapage template using the drag and drop editor tool. As an Unbounce user, you may choose to buy other third-party templates that are tested to offer you added variety.

These third-party templates also have authentic reviews to help you decide when choosing one for your campaign. Between Unbounce and Instapage templates, which is preferable? It depends on your specific business needs because both have templates that can appeal to your audience.

They both provide users with (WYSIWYG) which stands for “what you see is what you get.” If you are looking at creating a custom landing page, both options may be suitable. You can also use either of the two builders to create two-step opt-in forms or a one-step opt-in form.

Unbounce and Instapage have stunning templates that you can use to create single or multi-page forms and thank you pages. The templates on each builder are categorized by industry, making it easy to select one that suits your business niche.

iv). Price

Unbounce edges Instapage when it comes to pricing. Unbounce has more users and offers more pages at a 60 percent reduced cost than Instapage.

Both landing page builders have different plans, but the good thing is that they both provide a platform for beginners, and as your audience base expands, you can opt for higher versions.

Both Instapage and Unbounce do not have free plans. Instapage premium gives 14 days free access to users while you get a 30 day trial period when you sign up to Unbounce.

Instapage core plan does not come with the A/B Testing features. As an Unbounce user, you can get a 20 percent discount if you pay for a full-year plan. For Instpage, you may have to pay for a complete one-year subscription. Unbounce charges users based on the monthly number of users.

Here are the pricing plans for both users:

Best Landing Page Builder Tools: Unbounce vs Instapage [2021

Instapage Pricing plans

Instapage has two plans which include the building plan and the converting plant.

  • Business Plan

The Instapage Business Plan costs $199 monthly, and it is billed annually. It offers everything you may require to build and optimize your post-click landing pages to boost conversions.

It has several features, including customer success manager, A/B Testing, SSL encryption, real-time visual collaboration, design reviews, Thor render engine, and more.

  • Converting Plan

You can custom the converting Plan to your desired usage and cost. The converting Plan offers a complete platform to help you increase conversion, boost return on ad spend (ROAS), and lower cost per click (CPC).

It contains all the business plan features and other additional features such as salesforce Integration, heatmaps, custom fonts, direct lead bypass, custom integrations, conversion consulting, design services page migration services, ad-to-page personalization single sign-on, and more.

Try Instapage for free.

Unbounce Pricing Plans

Unbounce has four pricing plans which include the following:

  • Launch Plan

The launch plan is suitable for small business owners that are just starting with landing pages. It costs $64 per month with a 20 percent discount for the first three months.

It offers a maximum of 500 conversions and can accommodate up to 20,000 visitors. Users, however, have access to one domain.

  • Optimize Plan

The Unbounce Optimize Plan is suitable for those that are ready to begin converting their pages. It cost $96 per month with a 20 percent discount for the first three months.

It offers a maximum of 1000 conversions and can accommodate up to 30,000 visitors. Users, however, have access to three domains. It has all the features of the Launch Plan and additional features such as A/B testing, smart traffic, and conversion intelligence.

  • Accelerate Plan

The Unbounce accelerate Plan is suitable for fast-growing businesses with more users. It cost $160 per month with a 20 percent discount for the first three months.

It offers a maximum of 2000 conversions and can accommodate up to 40,000 visitors. Users, however, have access to seven domains. It has all the features of the Optimize Plan and additional features such as increased limits and quick load AMP pages.

  • Scale Plan

The Unbounce Optimize Plan is suitable for large-scale businesses with high traffic. It cost $240 per month with a 20 percent discount for the first three months.

It offers a maximum of 3000 conversions and can accommodate up to 50,000 visitors. Users, however, have access to 15 domains. It has all the features of the Accelerate Plan and additional features such as high bandwidth for enhancing your reach.

Try Unbounce for free.

v). Support

Unbounce has more favorable reviews than Instapage when it comes to the aspect of customer service experience.

While Instapage provides a resource library for users, Unbounces supports its customers by providing hands-on support through chat services, emails, and unlimited phone calls.

vi). Reporting and analytics

Unbounce offers a detailed data visualization than Instapage. Instapage, on the other hand, is very efficient when it comes to data analytics.

However, you can integrate Google Analytics into both platforms to enable you to process, capture and display the data needed for optimizing your landing pages for an enhanced conversion rate.

vii). Data Protection

Both landing page builders offer data protection for users. However, Unbounce has a different data protection feature that utilizes data security and privacy protocols such as GDPR, CASL, and PCI-DSS. It also uses two-factor authentication for user login.

Instapage also has an SSL encryption feature that protects users’ data. You will also find the audit logs feature on both platforms allowing you to view users’ activity.

Instapage Vs Unbounce Review: Similarities

Both Unbounce and Instapage can be used in creating stunning landing pages, and they have the following similar features.

  • Images
  • Paragraphs and headers
  • Video embeds
  • Forms
  • Modal popup boxes
  • Buttons
  • Shapes and icons
  • A/B Testing
  • Dynamic testing
  • Customer support
  • User-friendliness

Unique features of Instapage

Instapage features

The following are the unique features of Instapage

  • Instablocks

Instablocks is unique to Instapage, and it allows you to choose a consistent branding or style across several landing pages.

  • Heat Mapping

Heat Mapping helps you see what your visitors click to streamline your focus as you optimize your landing page.

  • Team collaboration tool

The team collaboration tool allows you to work on a landing page with your team, even if you are working remotely.

  • Precision editing tool

The Instapage precision editing tool helps you copy boxes, resize images, and drag and drop elements on the landing page.

  • Parallax scrolling

The parallax scrolling feature helps in creating a 2D illusion that makes scrolling more efficient.

  • Publishing tools options

The publishing tools option helps you publish your Instapage landing page in a Drupal or WordPress website or blog.

Unique features of Unbounce

Unique features of Unbounce

The following are the unique features of Unbounce:

  • Lead notifications

Unbounce notifies you when your call-to-action yields conversion.

  • Unbounce Builder

Unbounce builder has several drags and drops features that help you in creating your landing page.

  • Unbounce Client and Agency tools

The Unbounce client and agency tools help you duplicate your favorite popups, landing pages, and sticky bars for future campaigns.

  • Sticky bars marketing tools

Sticky bars are horizontal bars running across your landing pages to display your offer.

Instapage Vs Unbounce Review: Differences

Although both landing page users have several similarities, the following are their main differences:

  • While Unbounce offers only basic popup functionality, Instapage has customizable popups designed with exit intent.
  • Unbounce is less expensive, with the launch plan costing $64 monthly while the Instapage building plan costs $199 monthly.
  • Unbounce is more flexible with better customization options, while Instapage offers more defined landing pages.
  • Instapage’s heat maps provide better reporting and analytics. However, Unbounce is designed with a simple reporting functionality.

Pros and Cons of Unbounce


  • It is easy to use.
  • It has several outstanding features.


  • Fairly good customer support.
  • The user interface may be a little complex for some users.

Pros and Cons of Instapage


  • It offers a great user experience.
  • It is very convenient to use.


  • You may have to set up the landing page for the dialog box.
  • You may require coding for some customizations.

Conclusion: Best Landing Page Tools

Both Unbounce and Instapage are very effective landing page-building tools. However, Unbounce fair is better in terms of pricing, user interface, and customer support. Try Instapage for free or even better, you can try Unbounce for free.

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