Unbounce Vs Instapage: Which One is Best For Your Business?

Our Verdict on Unbounce Vs Instapage

In the world of landing page builders, two platforms reign supreme: Unbounce and Instapage. Both platforms offer an impressive array of features and templates, making it easy to create high-converting landing pages.

So, which platform is the best? Well, it depends on your needs. If you’re looking for a more affordable option, then Unbounce is the way to go. However, if you need more advanced features such as heatmap tracking and teammates’ visual on-page collaboration, then Instapage is the better option.

Ultimately, both platforms are great choices for building landing pages. So, take your time to explore each one and see which one is the best fit for your business.

if you’re on a tight budget, go with Unbounce, while if you need more features, go with Instapage.

Pros and cons of Unbounce and Instapage:

Here’s a breakdown of the pros and cons of each platform:

Unbounce Pros:

  • Very user-friendly and easy to use.
  • Full control over building custom landing pages.
  • Lots of templates and designs to choose from.
  • A wide range of integrations with other platforms.

Unbounce Cons:

  • Can be a bit expensive, depending on your needs.
  • Not as many customization options as Instapage.

Instapage Pros:

  • Gives you full control over building custom landing pages.
  • Fairly priced, especially considering the level of customization you get.
  • A/B testing is built-in, so it’s easy to test different elements on your page.

Instapage Cons:

  • The interface can be a bit confusing and overwhelming at first.
  • Not as many integrations as Unbounce.

So, which one should you use? Ultimately, it depends on your needs and budget. If you need a lot of customization and are willing to spend a bit more, go with Instapage. If you want an easy-to-use platform with lots of templates and integrations, go with Unbounce.

Lets get started….

The landing page is a standalone page, distinct from the home page or any other page. These are an indispensable part of marketing that can boost your sales ratio.

On the other hand, hiring a developing team and paying high rates seem like a challenging task. So, there are now many tools in the market to get high-impact landing pages.

But, which landing page tool is best? To help you decide, I have compared the two leading landing page software tools Unbounce vs Instapage.

I have created a comparison in-depth, and it will help you meet your current business and work requirements.

But why use a landing page tool?

landing page builder

There are several reasons why you should use a landing page tool. Some of the key benefits include:

No developers & designers needed: You don’t need to hire any designers or developers to create your landing pages, which can save you a lot of money.

Increased conversion rates: A well-designed landing page can help increase your conversion rates. By creating a focused and targeted page, you can guide visitors to take the action you want them to take.

Access to high converting templates: Most landing page software offers many pre-designed templates known to convert well. This means you can get started quickly and don’t have to worry about design.

Easily A/B test: Landing page software makes it easy to test different versions of your pages (known as A/B testing). This allows you to find the best-performing pages and improve your results. For instance, Unbounce provides an AI-powered optimization tool that analyzes your traffic and suggests the best-performing variation.

Higher ROI: Landing pages typically have a higher ROI than other marketing campaigns, and this is because they are specifically designed to convert visitors into customers.

Easier to create and manage: Landing page tools make it easy to create and manage your landing pages. You can quickly create new pages, test different versions, and track your results.

Improved SEO: Landing pages can also help improve your SEO. By creating pages focused on specific keywords, you can help improve your site’s ranking for those keywords.

Cost-effective: A landing page tool can be a cost-effective way to create high-quality landing pages. Instead of paying a designer or developer to create your pages, you can use a tool to do it yourself.

Easy to use: Most landing page tools are easy to use, making it easy for anyone to create high-quality pages.

Collect prospect information: Landing pages also make it easy to collect information from visitors. For instance, you can use a form to collect email addresses or contact information.

Lead capturing: The best landing page tools make it easy to capture leads. This means you can quickly and easily collect information from visitors, making it easier to convert them into customers.

Now that we’ve seen some of the benefits of using a landing page tool let’s look at Unbounce vs Instapage to see which one is right for you.

A little background about Unbounce and Instapage…

Before we dive into the details of Unbounce vs Instapage, let’s take a look at the background of each company.



Unbounce was founded in 2009 by Canadian entrepreneurs Rick Perreault and Karl Kangur. The company is headquartered in Vancouver, Canada. Unbounce provides a landing page builder that allows businesses to create, test, and optimize their landing pages.

The company also offers many other marketing tools, including an email capture tool, a popup builder, AI-powered marketing tools that help improve conversions without putting too much effort on your side. Unbounce has over 80,000 customers in more than 100 countries.



Instapage was founded in 2012 by Tyson Quick and Mario Palumbo. The company is headquartered in San Francisco, California. Instapage provides a landing page builder that allows businesses to create, test, and optimize their landing pages.

The company also offers several other marketing tools, including an email capture tool and a popup builder. Instapage has over 100,000 customers in more than 190 countries.

Now that we have a little background on each company let’s look at the differences between Unbounce and Instapage.

Key features and differences

unbounce vs instapage: key features and differences

Now that we’ve looked at the pricing let’s look at the features for Unbounce and Instapage.

Unbounce offers several features, including: 

Landing page builder: Drag and drop builder allows you to create and test landing pages quickly and easily.

Dynamic content: This allows you to personalize your pages for each visitor.

A/B testing is an AI-powered optimization tool that analyzes your traffic in real-time and suggests the best-performing variation.

Tracking & Analytics: Unbounce provides detailed tracking and analytics so you can track your results and improve your conversions.

Lead capture: Easily collect information from visitors, making it easier to convert them into customers.

Smart Traffic: Unbounce’s AI-powered marketing tool analyzes your traffic and optimizes your pages for the best results.

Responsive design: Pages are automatically optimized for all devices.

AMP landing page: Create AMP landing pages that load quickly on mobile devices.

Integrations: Integrate with several other services, including WordPress, Salesforce, Google Analytics, etc.

Instapage offers many features as well, including: 

Landing page builder: Drag and drop builder allows you to create and test landing pages quickly and easily.

Element Blocks: Pre-designed block templates, like headers, footers, testimonials, etc. You just need to drag and drop the template into your page and customize it to fit your needs.

A/B testing: Different Test versions of your pages to see which performs best.

Heatmaps: See where people click on your pages to optimize them for conversions.

Lead capture: Easily collect information from visitors, making it easier to convert them into customers.

AMP landing page: Accelerated Mobile Pages allow your pages to load faster on mobile devices. Create pages that are optimized for mobile devices without relying on developers.

Integrations: Integrate with many other services, including WordPress, Salesforce, Google Analytics, etc.

As you can see, both Unbounce and Instapage offer a landing page builder, A/B testing, lead capture forms, and integrations with other tools. However, there are some key differences that you should consider when choosing a landing page builder.

Both Unbounce and Instapage offer similar features and are great options for choosing a landing page builder. However, Unbounce’s AI-powered marketing tool, Smart Traffic, and responsive design make it a great choice for businesses looking to improve their conversions. Instapage’s AMP landing pages and heatmaps are great features for businesses that want to optimize their pages for mobile devices or track visitor behavior.

So, which is the best landing page builder? It depends on your needs. If you are looking for a tool that offers more features and is easy to use, Unbounce is a great choice. If you need a more advanced tool that offers more flexibility, then Instapage is a better option.

User experience

User experience is important for landing page builders, and you want a tool that is easy to use and won’t take up too much of your time. Unbounce and Instapage are relatively easy to use, but some users have found that Unbounce is a little more intuitive than Instapage.

Both Unbounce and Instapage are relatively easy to use, but some users have found Unbounce is slightly more intuitive than Instapage. If you’re looking for a tool to help you create high-converting landing pages with ease, then Unbounce is the better option.

However, if you have a high budget, Instapage may be a better choice. Whichever tool you choose, make sure that you take the time to learn how to use it to create the best possible landing pages for your business.

Customer support

Customer support is also an important factor in choosing a landing page builder tool. You want to make sure that the company you’re working with can help you if you have any questions or run into any problems.

Both Unbounce and Instapage offer excellent customer support. Both companies offer live chat and email support. In addition, both companies have extensive knowledge bases that are packed with helpful articles and video tutorials.

So, if you’re looking for a landing page builder tool that offers great customer support, you can’t go wrong with either Unbounce or Instapage.

Unbounce Vs Instapage: Pricing & Plans

Here are the prices and plans that each landing page building tool offers. You can choose the one that suits your budget.

Unbounce Pricing

unbounce pricing

One thing to keep in mind, though, Unbounce offers reasonable packages, but it limits the number of published landing pages. You can create unlimited landing pages in your account, but a certain number of landing pages can be published live at a time.

In terms of pricing, Unbounce is affordable. It includes three plans:

Launch: $90/month (billed monthly) or $81/month (billed annually), up to 20,000 unique visitors per month, 500 conversions, and one domain connection.

Optimize: $135/month (billed monthly) or $122/month (billed annually), up to 30,000 unique visitors per month, 1,000 conversions, 5 domainconnection.

Accelerate: $225/month (billed monthly) or $203/month (billed annually), up to 50,000 unique visitors per month, 2,500 conversions, 10 domain connection.

Concierge Plan: Custom pricing, over 50,000 unique visitors per month, unlimited landing pages, conversions, custom sub-accounts. You need to contact Unbounce support for this plan, and they will cost based on your unique needs.

Ranging from $90 to $225 a month billed monthly and $81 to $203 a month billed yearly.

All plans include unlimited landing pages, popups, Unbounce apps, and sticky bars. A/B testing is included only in the optimize and accelerate plans. Like Instapage, you can also get the accelerated plans customization option with custom pricing.

Instapage Pricing

instapage pricing

It offers two different plans:

  • Building
  • Converting

The first one is pre-set, which will cost you $299 per month billed monthly or $199 per month billed annually. It will give you access to the A/B testing, conversion analytics, integrations, Instablocks, etc.

But if you want customization with extra features like heat mapping etc. You can select the second one with custom pricing according to your needs.

You can also enjoy a 14-days free trial, and no credit card is required.

Quality of Landing Page Templates

landing page templates

Building a landing page from scratch is a daunting task. So, if you want to rapidly deploy new landing pages, you’ll want a tool with a good set of trendy and beneficial templates. Both tools offer templates for you, but the selections are different.


It offers 500+ templates, but there are only 90 good quality templates that are all mobile optimized.

These templates are categorized into the following:

  • Lead generation
  • Ebook
  • event
  • App
  • thank you
  • Click through
  • Two-step

The templates are modern, with plenty of white space. It’s nice if you want a basic starting point.


Over 100+ high-quality templates are available, divided into ten campaign types. And all are mobile optimized.

  • Products
  • Books
  • Coming Soon
  • Click-through
  • Ebook
  • Webinar
  • E-course
  • Events
  • Lead generation
  • Sales pages

If we compare it to the “Instapage” template, It gives a more finished look because, with Instapage, you also get those “wireframe” type templates that you can use for the starting point.


Integrations can help you dramatically increase the productivity of business tasks. Depending on your needs, you will want to integrate with your email marketing service, CRM, etc.

These tools offer an incredible array of integrations options. If there is a specific service you want to integrate into your system, I recommend you closely check the list.

Instapage integrations

Instapage offers 40+ integrations that are categorized as follows:

  • Marketing automation
  • CRM
  • Email marketing
  • E-commerce
  • Analytics
  • Call tracking
  • advertising
  • Live chat
  • Exit intents and popups
  • Other
  • Webinar

Zapier and Webhooks integrations also give you more flexibility to connect to 100+ apps.

Unbounce integrations

It offers 13+ in-app integrations, but you can also use Zapier and Webhooks, which will open up numerous opportunities.

These integrations are divided into:

  • Utilities
  • Chat
  • CRM
  • Email
  • Social
  • Marketing automation
  • Customer support
  • Call tracking
  • Analytics
  • Education
  • Webinar
  • Optimization/Testing

There is a big difference between the numbers 40+ and 13+, but, Unbounce has 60+ built-in integrations powered by Zapier that you can use right from your dashboard.

Ability To Customize Pages

Whether creating landing pages from scratch or using a template, your next step is the landing page builder itself.

Both the tools provide a visual drag-and-drop feature, but you will see key differences between them.


It’s super flexible and not limited to the grid system. With the excellent ability of total drag and drop options, you can move elements anywhere on the canvas—instead, it’s 100% free-form. You get plenty of widgets for adding content, including forms, buttons, overwrite protection, etc. It also includes “Instablocks” for sharing across many pages.


It’s right up there with Instapage and offers the same free drag and drop flexibility. Again, that’s means you are not bound to the typical pre-made row and column grid like a page builder. And one unique feature of Unbounce’s builder is that you can add your Javascript and CSS. It’s free, just like Instapage.

Overall, I would say that Unbounce is a bit tricky to use for beginners because of its advanced features. And it is targeted toward developers, whereas Instapage is easy to handle and a little more targeted towards designers because it focuses more on visual design. Both are fantastic, though.

Other Features

These tools started as landing page builders, but now they provide more functionality and flexibility beyond the grid system and landing page templates. Let’s dig into that.


  • A/B testing and heat mapping (include in all plans).
  • 1:1 ad-to-page personalization with dynamic landing page experiences – will help you maximize conversions.
  • Detailed collaboration features that are perfect if you are working with a team. You can share your work with the team and clients in read-only mode. So, no need to pass your login information to anyone.
  • Publish to Drupal, WordPress, or a custom domain name.


  • A/B testing
  • Dynamic text replacement
  • Integrated conversion analytics
  • Customizable popups, including exit-intent feature.
  • Publish to WordPress or your custom domain name.

What are the unique features of Unbounce Vs Instapage:

When creating beautiful and effective landing pages, both Unbounce and Instapage are great options. However, there are some key differences between the two that you should know before making your final decision.

To sum up this Unbounce Vs. Instapage comparison, I think it’s helpful to highlight what makes each tool unique.

If you analyze them at the primary level, you will see a lot of similarities. Both the tools give landing page templates that you can customize with a drag and drop editor; they provide A/B testing and analytics, support options, popups, sticky bars, free trial, etc.

So, beyond that, I have already highlighted what makes each tool distinct from the other.


The three main things that stick out to me about Instapage are:

1. Its built-in team collaboration feature

2. Built-in personalization and ad-integrations

3. Flexible grid-less feature with mobile design control

If you are working with a team and need to go back and forth for feedback on the projects, you will love the Instapage feedback system, where you have to click on the preview and leave a comment.

Second, it has a core focus on personalization, so if you want more personalization and automation in your landing pages, that’s another reason to choose Instapage.

Moreover, you will love the flexibility Instapage editor gives you with its grid-less drag and drop feature which allows you to control how your landing page will exhibit fully on mobile.


Unbounce’s editor is one of its highlighting elements. It’s as good as Instapage and gives you great features like

1. grid-less drag and drop,

2. complete control over the layout on mobile and desktop

3. advanced features. to help you add CSS and Javascript

Unlike Instapage, you can also create customized popups and sticky bars with the help of an editor.

So, suppose you want a detailed editor and the ability to build more than landing pages (popups and notification bars) and do not need those advanced personalized and collaboration features. In that case, that could be the reason to choose Unbounce over Instapage.

The Final Verdict

So, which is the better tool? Unbounce or Instapage? 

Well, it depends on your needs. Both Unbounce and Instapage are excellent choices for landing page builders, and they both offer several features and are relatively easy to use. If you need a landing page builder that offers responsive design, then Instapage would be the better choice. Otherwise, either tool would be a good choice.

Whichever tool you choose, you can be sure that you’ll be able to create high-converting landing pages.

If you’re on a tight budget or just starting, I recommend you use Unbounce. It has a great Starter Plan ($90/month) that gives you access to all necessary features, and it’s very easy to use. If you have some experience in web designing and coding, Instapage could be a better option because of its team collaboration feature and personalization options.

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