Instapage vs Unbounce: Which Landing Page Builder is Best?

Last Updated on December 18, 2021 by Alex Birkett

Creating landing pages that convert is a key part of marketing any business online. But actually, building the pages? That’s another story.

Thankfully, there are some amazing landing page builders available which will enable you to create beautiful landing pages without the need to hire a developer.

If you’re not already using landing pages for your business, you’ve been missing out. A great landing page has the power to convert visitors into subscribers and subscribers into buyers. And with the right conversion rate optimization process, you can increase your customer acquisition efficiency and fly past the competition.

I know. That’s huge.

Which is exactly why you need to start using landing pages for your business.

Today I’m going to be comparing two of the most well-known and best-loved landing page builders: Instapage vs Unbounce.

I’m going to be comparing all of the features they offer, as well as their user-friendliness, customer support, pros and cons, and pricing, to see which is the better landing page builder overall. If you’re stuck choosing between the two, this article should help you decide which is best for you.

The Main Differences Between Instapage and Unbounce

Just in case you’re in a rush, here are the main differences between Instapage and Unbounce:

  • Unbounce enables you to build popups and sticky bars in addition to landing pages. Instapage, on the other hand, is purely a landing page builder.
  • Instapage has over 500+ different landing page templates to choose from, whereas Unbounce offers 100+ templates.
  • Instapage has a heat map visualizer which gives you a clear visual view of how visitors are interacting with your landing pages. Unbounce, unfortunately, doesn’t have this feature.
  • Unbounce is better suited to small businesses, with plans starting at just $72 per month. Instapage is suited to larger businesses, with plans coming in at $299 per month.

How to Choose the Best Landing Page Software for Your Business

There are a few things to look out for when choosing a landing page builder for your business. Not all software is created equal, so it’s important to know that the one you choose will fulfill all your needs before you commit to a plan.

  • Ease of use – Is the platform intuitive and easy to use? Does it have a drag and drop page builder?
  • Integrations – Which tools does it integrate with?
  • Do they offer fast page loading speeds? 0-2 seconds is the ideal landing page load time
  • A/B Testing – Split testing your landing pages is vital if you want to optimize your conversion rate
  • Customer reviews – What are other customers saying about these tools?
  • Pricing – Is the software good value for money?

Now that you know what to look out for in a landing page builder, let’s take a closer look at these two tools to see how they measure up.

Instapage vs Unbounce – Which is Better?

In this in-depth comparison of Instapage and Unbounce, we are going to be taking a close look at all of the features that these two tools offer. By the end of this review, you will have all the information you need to decide which tool would be best suited to your business.

Instapage Overview

Instapage is a landing page builder that gives business owners all the tools they need to create high-converting landing pages. They have created a scientifically proven method for more conversions, and since launching, has helped customers create over 3 million landing pages.

Their landing pages are suitable for all types of all kinds of businesses, including e-commerce, B2B, B2C, hospitality, sport, non-profit, and more. They have worked with big brands like eBay, Yamaha, Marriott, and many other well-known brands, so you can be sure they are made of the right stuff.

Instapage’s Key Features

The main features of Instapage are:

  • Landing pages
  • Experimentation
  • Personalization
  • ADMAP (Connect your ads to your landing pages)
  • Collaboration tools
  • 500+ Templates to choose from
  • Fast page loading speeds
  • Forms
  • A/B testing
  • High performance and security
  • Integrations

Now that we’ve seen an overview of Instapage, let’s take a look at Unbounce to see what they have to offer.

Unbounce Overview

Unbounce is a custom landing page builder that uses AI and conversion intelligence features to create the highest converting campaigns possible. Its drag and drop interface makes it easy for anyone to build great-looking landing pages without the need to use even a single line of code.

Unbounce launched in 2009, making them one of the Pioneers of the landing page space. Fast forward to today, and they’ve grown their team to over 175 people and have powered over half a billion conversions for their customers to date. They are well-loved and trusted by over 15,000 brands, including big names like Campaign Monitor and Helix.

Unbounce’s Key Features

The main features of Unbounce are:

  • Landing pages
  • Pop-ups and sticky bars
  • Drag and drop page builder
  • 100+ templates to choose from
  • 100% mobile responsive
  • WordPress plugin
  • A/B testing
  • Smart traffic
  • Real-time data dashboard
  • Action-based triggers
  • Integrations
  • High performance and security

As you can see, Instapage and Unbounce have many similarities when it comes to their features. Both companies provide you with all of the tools you need to build beautiful, high-converting landing pages with ease.

Next, we are going to look at each of their features in a little more detail to see how they compare.

Instapage vs Unbounce: Landing Pages

In this section, we are going to see how Instapage and Unbounce measure up when it comes to their landing pages. We will be looking at how easy it is to build a landing page from scratch, as well as what other features they offer when it comes to landing page optimization. Let’s take a look at Instapage first.


Instapage makes it easy for anyone to build beautiful, mobile responsive landing pages in minutes. It uses ‘Instablocks’, which is a new type of page editor and page builder. It enables you to build and update personalized landing pages at scale, almost effortlessly.

Within the Instablock manager, customization is easy. There is a library of over 500 pre-designed templates to choose from. Alternatively, you can create your own custom blocks from scratch and save them to the library to use again and again.

This means when you are building a new landing page, easily add in elements you have used before, saving you hours of time on each page and enabling you to create many different pages quickly and easily.

You can even save blocks as ‘Global blocks’, which will enable you to update all of the pages using this block at the same time.

You can create a personalized post-click experience for every ad you run using message-matched landing pages, helping you turn more ad clicks into conversions.

It has loads of great experimentation features too, which allows you to easily perform A/B tests on your landing pages to optimize your conversions over time.

The Instapage heat map visualizer gives you a clear visual view of how visitors are interacting with your landing pages. This feature tracks clicks, mouse movement, and scroll depth, which can help you decide which elements of your page design you should A/B test.

You can personalize your landing pages too, offering different pages depending on the ad group, geography, campaign, and more. This enables you to significantly improve your conversion rates, as well as decreasing your CPA.


Unbounce’s drag-and-drop editor makes it easy for marketers to build great-looking, fully customizable landing pages, pop-ups, and sticky bars. They have over 100+ high-converting professionally designed landing pages to choose from, which you can customize with your own text, images, and branding.

Alternatively, you can build your landing pages from scratch and save them to use again and again in the future. Each page you create can be customized to your exact requirements, from your brand’s unique font to precise placements of images and logos.

Unbounce is integrated with Unsplash, so you can instantly add stunning royalty-free images to your landing pages in seconds without having to leave the page builder.

Once you have created your landing page, you can start optimizing it to boost your conversions and lower your CPA. Dynamic text replacement allows you to easily swap out the text on your landing pages, depending on the user’s intent, so you can get more bang for your buck with your PPC ads.

You can also A/B test headlines, copy, images, and more using Unbounce’s inbuild A/B testing features.

Another great feature offered by Unbounce is its Smart Traffic Feature. This feature uses AI to boost your conversion rates on autopilot by automatically sending the best landing page to each visitor based on their demographics and attributes. It starts optimizing after the first 50 visits.

When it comes to building landing pages, both Instapage and Unbounce make it incredibly easy to build and test your pages. The main difference between the two in this area is that Instapage has a visual heat mapping tool that enables you to see exactly how your visitors interact with each page. For that reason, Instapage wins this round.

Instapage vs Unbounce – Ease of Use and Functionality

When it comes to ease of use and functionality, both Instapage and Unbounce are very simple to use, even for complete beginners.

Instapage uses its Block manager to build landing pages, which makes it very easy to create a large number of pages very quickly.

Unbounce, on the other hand, uses templates and a drag and drop page builder. This is equally simple to use; you just click on an element and drag and drop it until it’s exactly where you want it to be.

Although each platform uses a different style of page builder, both platforms are very easy and intuitive to use and navigate – so it’s a draw in this round. You won’t have any problems building landing pages with either of these tools, even if you’re a complete newbie.

Instapage vs Unbounce – Integrations

Integrations are important. You will want to know that whichever tool you choose integrates with the tools that you already use, as well as tools you may add to your marketing stack in the future.

Instapage integrates with over 120 tools, including marketing automation, social media, email marketing, CRM, E-commerce, form builders, webinar software, and live chat tools, so you can be sure that whichever software you are already using for your business will integrate seamlessly with Instapage.

Unbounce will also integrate with all of your favorite marketing tools and apps, including native integrations with ActiveCampaign, AWeber, Campaign Monitor, Constant Contact, Mailchimp, Salesforce, and more.

Both tools integrate seamlessly with Google Analytics, providing you with even deeper insights into the analytics of your landing pages.

Overall, when it comes to integrations, both tools are as good as each other. They both integrate with HubSpot, WordPress, Google Analytics, as well as a wide range of other CRMand marketing automation tools, so you can be sure that everything will work together, regardless of which option you choose.

Instapage vs Unbounce – Support

Instapage offers customer support from Monday to Friday. Support is available by email; yousimply submit a ticket on the support page of their website and someone from the support team will get back to you as soon as they can.

There is also a help center available with answers to frequently asked questions as well as tips and tutorials to help you get the best out of the software.

Unbounce offers help in a few different ways, including a phone, email, and Zenbot chat, where you can tell them your problem, and be provided with a solution quickly. They also offer support tickets and have a range of tutorials on how to use the software.

There is also a vast community of support where you can ask questions and browse through to read other answers, or simply chat about lead generation with fellow marketers. You can get contact them by phone too, as they have numbers for each of their offices around the world listed on their website.

When it comes to customer support, Unbounce is the winner. Not only do they make it easier to get in touch, but they offer a range of different ways you can get help, including phone, email, and live chat, as well as giving you access to valuable community support.

Analytics and A/B Testing

Instapage has robust data analytics dashboards, which give you real-time insights into the performance of your landing pages. This data allows you to perform A/B and multivariate tests, as well as better understand user behavior with heatmaps.

The analytics dashboard enables you to view in detail how each of your pages is performing. You can also see how many visitors each page has, view conversions, conversion rate, cost per lead, and cost per visitor.

Unbounce also has powerful analytics features, which will show you the visitors, views, conversions, and conversion rate of each of your landing pages and forms.

Their Smart Traffic feature is a unique AI-powered optimization tool that helps boost your conversions by sending each visitor to the most appropriate landing page for them. This makes A/B testing super. Smart Traffic starts optimizing after the first 50 visits, so you can optimize your conversions as soon as possible.

Both Instapage and Unbounce offer great analytics features, but Unbounce is a step ahead when it comes to A/B testing because of its Smart Traffic feature.

Customer Reviews

Both Instapage and Unbounce perform well when it comes to customer reviews. Instapage has a very respectable 4.3 out of 5 stars on G2, out of 256 reviews at the time of writing. Almost all of their reviews are 4 or 5 stars, with only 20 reviews coming in at three stars or less.

Unbounce is doing pretty well for reviews too, with a total of 4.4 out of 5 stars on G2. Again, a majority of the reviews are 4 and 5 stars, with only 19 reviews rated 3 stars or under.

When it comes to customer reviews, Unbounce is the winner, but only slightly. Both companies are pretty much the same in this area, and are clearly loved by the customers that use them.

Instapage vs Unbounce – The Pros and Cons

As with all SaaS tools, Instapage and Unbounce have their own pros and cons. Take a look at these carefully to see if there are any deal-breakers that may mean one tool is better for you than the other.

The Pros and Cons of Instapage


  • Personalization features
  • ADMAP (Connect your ads to your landing pages)
  • Over 500+ Templates to choose from
  • Heat maps
  • Fast page loading speeds
  • Blocks and Global Blocks enable you to build many landing pages quickly and effortlessly
  • A/B testing
  • High performance and security
  • Integrates with most popular software
  • 14-day free trial


  • It doesn’t offer popups and sticky bars
  • High monthly pricing with no budget plan available

The Pros and Cons of Unbounce


  • Smart Traffic optimization features
  • Pop-ups and sticky bars
  • Drag-and-drop editor
  • 100+ templates to choose from
  • A/B testing
  • Smart traffic
  • Real-time data dashboard
  • Action-based triggers
  • Integrates with most popular software
  • High performance and security
  • Flexible pricing to suit businesses of all sizes
  • 14-day free trial


  • It doesn’t have a heatmaps feature
  • The Launch plan (basic plan) doesn’t include A/B testing

Instapage vs Unbounce – Plans and Pricing

Pricing is important, particularly for smaller businesses. You will want to know that the software you choose offers value for money, so let’s take a look at the plans and pricing of Instapage and Unbounce.

Instapage Pricing

Instapage has one main plan, ‘Optimizing’, as well as offering customized pricing on the ‘Converting’ plan.

The Optimizing plan costs $199/month when paid yearly, or $299/month if you prefer to pay month-to-month. This plan includes the landing page builder, post-click score, AdMap, Multi-step forms, heatmaps, server-side A/B testing, Conversion Analytics, Zapier interaction, SSL encryption, GDPR compliance, and Google SSO (single sign-on). There are no conversion limits on this plan.

Custom plans include additional features, and prices may vary depending on what you need. Click here to schedule a demo.

Unbounce Pricing

Unbounce has three different pricing plans and is suitable for businesses of all sizes. Launch, Optimize, and Accelerate.

The Launch plan costs $72/month when billed annually. This plan includes unlimited landing pages, unlimited pop-ups, and unlimited sticky bars. It allows you to have up to 500 conversions and 20,000 visitors per month, and one connected custom domain.

The Optimize plan starts at $108/month when billed annually. This plan includes everything from the Launch plan as well as A/B testing and Smart Traffic features. This plan allows you to have 1,000 conversions and up to 30,000 visits per month, with three connected domains.

The Accelerate plan costs $180/month when billed annually. This plan includes everything from the Optimize plan, as well as quick-loading AMP pages and increased limits. It allows you to have up to 2,000 conversions and 40,000 visitors each month, with seven connected domains.

If you need higher limits, Unbounce also offers a custom enterprise plan called ‘Scale’.

Instapage vs Unbounce – The Verdict

So, it’s time for the verdict. Which one is better – Instapage or Unbounce?

Well… This time it’s a draw. Both of these tools are excellent, so it really depends on what type of business you are running.

Instapage is the better choice when it comes to large companies. It’s easy to see why they are popular with marketing teams at brands like eBay and Yamaha. They only have one main plan available, which may be too pricey for smaller businesses, but is well suited to larger companies.

Their unique Instablock features make it easy to build landing pages at scale, and their heatmaps feature enables you to better understand your audience.

Unbounce, on the other hand, is much better suited to small businesses, bloggers, startups, and entrepreneurs. It offers a range of pricing options depending on your needs and allows you to create other opt-in forms such as popups and sticky bars. It’s also a good choice for anyone looking for an alternative to Leadpages.

Want to give Instapage a try? Head over to their website to take advantage of the free 14-day trial.

If you think Unbounce might be a good fit for you, then check out their free 14-day trial here.

If you found this article useful, you might also be interested in our article comparing Unbounce vs Clickfunnels, another great landing tool you can use to grow your business.

Emily Brookes

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