Unbounce and Wix are two popular options for creating online presences, though they serve quite different purposes. Unbounce specializes exclusively in landing pages and conversion-focused tools, while Wix offers a comprehensive website building platform that also supports landing page creation.
Both platforms have strong reputations, with Unbounce pricing starting around $99/month and Wix offering plans from $17/month. Yet, deciding between these two solutions requires understanding their distinct approaches.
To help you find the right platform for you, in this guide we cover the main differences between Unbounce and Wix.
We’ll compare the two platforms on pricing, features, templates, integrations, building pages at scale, and more.
Additionally, with an abundance of landing page and website building solutions available today, we’ll also discuss whether one of these two options is even the best choice or whether there might be a better fit for you.
So let’s get to it.
Unbounce vs Wix: Main Differences
| Unbounce | Wix | |
|---|---|---|
| Pricing | Build – From $99/month Experiment – From $149/month Optimize – From $249/month Agency – Upon request | Light – From $17/month Core – From $29/month Business – From $39/month Business Elite – From $159/month |
| Number of templates | 100+ | 900+ |
| Primary focus | Landing pages and conversions | Full websites with landing page capabilities |
| Number of integrations | 1,000+ (via Zapier and native) | Extensive app market |
| Widget placement | Complete pixel-perfect freedom | Complete design freedom |
| Mobile editor | Non-editable preview | Fully editable |
| Smart Traffic AI | Yes | No |
| Built-in website builder | No | Yes |
| E-commerce features | Limited | Comprehensive |
How Do the Page Builders Compare?
Unbounce
Unbounce features a drag-and-drop interface designed specifically for creating landing pages quickly. The platform offers two building options: Classic Builder and Smart Builder.
The Smart Builder uses AI to curate templates and layouts based on your niche, giving you a solid structure with copy, images, and CTAs to work from. This approach is perfect for marketers who want to launch campaigns fast without starting from scratch.
The builder includes elements like images, videos, buttons, forms, countdown timers, and more. You can also add custom HTML, CSS, and Javascript for greater control over your page’s design.
Unbounce’s builder is lightweight and doesn’t skimp on advanced options, like adding lightboxes, embedding videos, inserting pop-ups and sticky bars. The interface provides complete pixel-perfect placement, meaning you can position elements exactly where you want them.
However, Unbounce doesn’t include a builder for full websites. The platform is laser-focused on conversion-optimized landing pages, pop-ups, and sticky bars. It does offer AMP (Accelerated Mobile Pages) landing page builder for maximum performance on mobile devices.
One drawback is that mobile previews aren’t fully editable in the same way desktop versions are, which can make optimization across devices slightly more challenging.
Wix
Wix offers a comprehensive website builder with extensive landing page templates and an intuitive drag-and-drop editor. Unlike Unbounce, Wix is designed to build complete websites, but it excels at creating landing pages as part of your overall site.
The platform provides complete design flexibility, allowing you to add and edit any element without coding. You can place widgets anywhere you like, with no restrictions on positioning or layout.
Wix includes features like countdown timers, social media integrations, forms, and the Wix App Market for extending functionality. The mobile editor is fully separate and editable, so you can adjust your design specifically for mobile devices.
Moreover, Wix offers Wix ADI (Artificial Design Intelligence), which can automatically generate website designs based on your answers to a few questions. This feature is excellent for beginners who want a professional-looking site without design experience.
The platform also includes comprehensive e-commerce capabilities, blog functionality, and hundreds of apps through the Wix App Market. This makes Wix significantly more versatile if you need more than just landing pages.
However, this versatility comes with a tradeoff: Wix isn’t as conversion-focused as Unbounce, and it lacks specialized features like Smart Traffic optimization and Dynamic Text Replacement.
Unbounce vs Wix: Templates
Unbounce
Unbounce offers over 100 landing page templates specifically designed for conversions. The templates are categorized by campaign type (lead generation, sales, webinar signups, etc.), industry, and use case.
You can filter templates based on what’s proven to work. Since Unbounce is conversion-focused, every template is built with best practices for generating leads and driving sales.
The template selection is more limited compared to Wix, but quality trumps quantity here. Each template is optimized for specific conversion goals, making it easier to choose the right starting point for your campaign.
Wix
Wix offers 900+ templates across all categories, including hundreds specifically for landing pages. These templates cover everything from coming soon pages and promotional pages to product launches and event registrations.
The templates are categorized by industry, page type, and style. You can find designs for real estate, apps, startups, photography, e-commerce, and virtually any other business type.
Wix templates feature modern designs with features like parallax scrolling, video backgrounds, and animated elements. The variety is significantly greater than Unbounce, giving you more options to find a design that matches your brand aesthetic.
However, not all Wix templates are specifically optimized for landing page conversions like Unbounce templates are. You’ll need to apply conversion best practices yourself when customizing.
Unbounce vs Wix: Building Pages at Scale
Unbounce
Unbounce is built for marketers and agencies managing multiple campaigns and clients. The Build plan includes unlimited client sub-accounts, allowing you to manage different clients from one account.
You can create unlimited landing pages, pop-ups, and sticky bars across all plans, which is crucial for running multiple campaigns simultaneously.
However, Unbounce lacks global blocks or smart sections that would allow you to edit elements across multiple pages simultaneously. This means if you need to update a footer or form across ten landing pages, you’ll need to do it manually on each page.
The platform does offer variant creation for A/B testing, which helps you quickly duplicate and modify pages for testing purposes.
Wix
Wix provides workspace management through Wix Studio for agencies and teams. You can create multiple sites under your master account and manage them all from one dashboard.
The platform includes collaboration features, allowing you to invite team members with different permission levels (View, Edit, Manage). This is handy for working with clients or team members.
For building at scale, Wix offers reusable elements and the ability to duplicate entire pages or sites. However, like Unbounce, it doesn’t include true smart sections that update across multiple pages automatically.
Wix Studio adds more advanced features for agencies, including centralized client management, advanced CMS capabilities, and priority support.
Unbounce vs Wix: Integrations
Unbounce
Unbounce integrates with 1,000+ apps through Zapier and offers 60+ native integrations. The platform connects seamlessly with various CRM, email marketing, marketing automation, and analytics tools.
Popular native integrations include:
- CRM: Salesforce, HubSpot, Insightly, Zoho CRM
- Email marketing: Mailchimp, ActiveCampaign, AWeber, Klaviyo
- Marketing automation: Marketo, HubSpot
- Analytics: Google Analytics, Google Tag Manager
Unbounce also supports Webhooks, making it possible to integrate with any tool. This flexibility ensures you can connect your landing pages to virtually any marketing stack.
The integrations are straightforward to set up directly within the Unbounce platform, with most requiring just a few clicks to connect.
Wix
Wix offers extensive integrations through its App Market, including popular tools like HubSpot, Mailchimp, Klaviyo, and Omnisend. The platform also integrates with Google Analytics, Facebook Pixel, Google Ads, and numerous other marketing tools.
Key integrations include:
- Email marketing: Mailchimp, Klaviyo, Omnisend, Brevo, ActiveCampaign
- CRM: HubSpot, Salesforce (through third-party apps)
- E-commerce: Shopify integration, multiple payment processors
- Marketing: Google Ads, Facebook Meta, various analytics platforms
Wix’s native integrations sync automatically with Wix Contacts, making it easy to collect leads and run targeted campaigns. The platform’s App Market continues to expand, offering both free and premium apps.
However, Wix’s integration ecosystem is more focused on website functionality and e-commerce, whereas Unbounce’s integrations are specifically tailored for conversion tracking and lead management.
Unbounce vs Wix: Pricing Plans
Unbounce
Unbounce offers four pricing plans:
- Build: $99/month (monthly), $74/month (annually) + 14-day free trial
- Experiment: $149/month (monthly), $112/month (annually) + 14-day free trial
- Optimize: $249/month (monthly), $187/month (annually) + 14-day free trial
- Agency: Custom pricing
The Build plan includes unlimited landing pages, pop-ups, sticky bars, and conversions, with support for up to 20,000 unique monthly visitors. This plan provides free hosting, AI copywriting, custom scripts, and access to over 1,000 integrations.
The Experiment plan adds unlimited A/B testing, Dynamic Text Replacement, and increases the monthly visitor limit to 30,000. This is the most popular plan among Unbounce users.
The Optimize plan introduces Smart Traffic AI optimization, dynamic text replacement for personalization, and advanced targeting options. The monthly visitor limit increases to 50,000.
The Agency plan offers custom visitor limits, dedicated support, and additional features for agencies managing multiple clients.
All plans include customer support via phone, email, and live chat. You can save 25% by choosing annual billing.
Wix
Wix offers four main premium plans:
- Light: $17/month (annually) + 14-day free trial
- Core: $29/month (annually) + 14-day free trial
- Business: $39/month (annually) + 14-day free trial
- Business Elite: $159/month (annually) + 14-day free trial
The Light plan removes Wix ads, includes a custom domain, offers 2GB storage, and supports basic marketing tools—ideal for personal sites.
The Core plan provides 50GB storage, 5 collaborators, essential e-commerce tools, and full marketing features—great for growing sites and small online stores. This plan unlocks Wix Bookings, Wix Events, and the ability to accept payments.
The Business plan offers 100GB storage, 10 collaborators, complete e-commerce tools, and advanced marketing features—best for global online stores.
Business Elite is designed for established businesses needing maximum scalability, offering unlimited storage, priority support, and VIP phone support.
All paid plans include a free custom domain for the first year, 24/7 customer support, and removal of Wix branding. Wix also offers a free plan with limitations (Wix ads and wixsite.com subdomain).
Unbounce vs Wix: Unique Features
Unbounce
Smart Traffic Optimization
Smart Traffic is an AI-powered tool that automatically analyzes visitor attributes and directs them to the landing page variant most likely to convert them. Instead of manually running A/B tests and analyzing results, Smart Traffic does the heavy lifting.
The tool undergoes an initial learning phase where it analyzes visitor behavior and attributes to understand which variant each visitor type responds to best. From there, it automatically sends visitors to the highest-converting page for their profile.
This feature is a game-changer for marketers who want to optimize conversions without micromanaging tests.
Dynamic Text Replacement (DTR)
Dynamic Text Replacement allows you to match the copy on your landing page to the specific keywords visitors used in their search queries or PPC ads. This creates a highly personalized experience that increases relevance and conversion rates.
By personalizing your ads and landing pages to present the same message to customers, you achieve message match—a powerful technique for combating banner blindness.
For example, if someone searches for “Puerto Rico getaway” and clicks your ad, DTR can dynamically change your headline from “Puerto Rico Vacation” to “Puerto Rico Getaway” to match their exact search term.
Setting up DTR is straightforward—simply double-click the text, add URL parameters, and define default text that appears when no parameter is present.
AI Copywriting (Smart Copy)
All Unbounce plans include built-in AI copywriting tools that help generate headlines, body copy, and CTA button text. While you’ll often need to edit what the AI produces, it significantly speeds up the content creation process.
This feature is particularly useful when you’re creating multiple landing page variants for A/B testing or launching campaigns quickly.
Wix
Wix ADI (Artificial Design Intelligence)
Wix ADI is an AI-powered website builder that creates a complete, personalized website based on your answers to a few simple questions. It automatically selects templates, layouts, images, and content that match your business type and preferences.
This feature is perfect for beginners who want a professional website without any design experience. Within minutes, you can have a fully functional site ready to customize further.
Wix Studio (for Agencies & Teams)
Wix Studio is a separate subscription designed specifically for agencies, developers, and teams who need advanced features for managing multiple client sites.
Studio includes centralized team management, advanced CMS limits, improved analytics, and priority customer support on higher tiers. It offers workspace-level tools like consolidated contact management, inbox centralization, automations, and email marketing campaigns.
This makes Wix Studio an excellent choice for agencies building and managing sites at scale.
Built-in SEO and Analytics Tools
Wix includes comprehensive built-in SEO tools to help you optimize content, meta descriptions, and URLs. The platform has significantly improved its SEO capabilities, and with proper optimization, Wix websites can rank well in search engines.
The platform also provides site analytics that review traffic, visitor behavior, and revenue reports. You can gain insights into how users interact with your site and make data-driven decisions to improve performance.
These built-in tools mean you don’t necessarily need third-party solutions for basic SEO and analytics, saving you money and simplifying your tech stack.
Wix vs Unbounce: The Better Alternative?
We believe that Landingi is an excellent alternative to both Unbounce and Wix for users specifically focused on landing pages.
Here’s why:
Pricing advantage: Landingi offers four plans starting at $29/month annually—more affordable than Unbounce and offering better landing page-specific features than Wix at similar price points.
Smart Sections: Unlike both Unbounce and Wix, Landingi includes true Smart Sections. You can edit a section once and the changes automatically apply to all landing pages containing that section—a huge time-saver when managing campaigns at scale.
Pixel-perfect builder: Landingi provides complete freedom in widget placement with separate desktop and mobile editors, combining the best aspects of both platforms.
Built-in analytics: Landingi is the only platform with onboard in-built analytics for tracking micro-conversions like clicks, views, and scrolls—providing a great alternative to Google Analytics specifically for landing pages.
400+ templates: Landingi offers more templates than Unbounce (though less than Wix), categorized by industry and landing page goals for easy selection.
100+ integrations: The platform includes extensive integrations with CRM, email marketing, chat, e-commerce, and analytics tools, plus Zapier access.
Overall, if your primary focus is building high-converting landing pages at scale, Landingi delivers the specialized features of Unbounce at a more accessible price point, while avoiding the general-purpose nature of Wix.
The Verdict
The right choice between Unbounce and Wix depends entirely on your needs:
Choose Unbounce if:
- Your primary focus is conversion-optimized landing pages
- You need advanced features like Smart Traffic and Dynamic Text Replacement
- You’re running PPC campaigns and want message matching
- Budget isn’t a primary concern
- You don’t need a full website
Choose Wix if:
- You need a complete website with landing page capabilities
- You’re building an e-commerce store
- Budget is a concern (significantly cheaper starting point)
- You want extensive template variety and design flexibility
- You need comprehensive built-in features like SEO tools and analytics
Choose Landingi if:
- You want landing page-specific features at an affordable price
- Smart Sections and efficient scaling are important
- You need built-in micro-conversion analytics
- You want the best of both worlds
Ultimately, Unbounce excels at what it does—conversion-focused landing pages with AI optimization. Wix offers incredible versatility and value for building complete websites with landing page capabilities. And Landingi bridges the gap, offering specialized landing page features at competitive prices.
Frequently Asked Questions
What is Unbounce best used for?
Unbounce is best for marketers and agencies who need to create high-converting landing pages quickly, run PPC campaigns with message matching, and optimize conversions through A/B testing and AI-powered Smart Traffic. It’s particularly valuable for businesses focused on lead generation and conversion optimization.
Can Wix be used to build landing pages?
Yes, Wix has a dedicated landing page builder with templates optimized for conversion and can be used to create standalone landing pages or landing pages as part of a larger website. However, it lacks advanced conversion optimization features like Smart Traffic and Dynamic Text Replacement that dedicated landing page builders offer.
Is Unbounce better for eCommerce?
No. Wix offers comprehensive e-commerce features including product management, payment processing, inventory tracking, and multi-currency support across its Business plans. Unbounce has limited e-commerce capabilities and is primarily designed for lead generation rather than online store management.
Which platform is more affordable for beginners?
Wix is significantly more affordable for beginners, with plans starting at $17/month compared to Unbounce’s $99/month starting price. Wix also offers a free plan with limitations, while Unbounce only provides a 14-day free trial.
Can I integrate Unbounce or Wix with my existing CRM and email tools?
Yes, both platforms offer extensive integrations—Unbounce connects with 1,000+ apps through Zapier plus 60+ native integrations, while Wix offers numerous integrations through its App Market including HubSpot, Mailchimp, Klaviyo, and many others. Both platforms make it easy to connect with popular CRM and email marketing tools.
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