Instapage vs Unbounce: Which is Better Overall?


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If you want to get a high-converting landing page up and running as quickly as possible, using a dedicated landing page builder is the way to go. Instapage and Unbounce are two of the best landing page builders on the market, but there are a few differences between them that mean one will suit you better than the other depending on your specific needs. In this guide, I’m comparing Instapage vs Unbounce side-by-side so that you can decide for yourself which is the best option for your business.

Instapage vs Unbounce: Three Key Differences You Should Know about

In a rush? Don’t worry! Here are the main differences between Instapage and Unbounce:

  • Unbounce lets you create unlimited landing pages on all plans, whereas Instapage has a limit of 30 active landing pages.
  • Instapage includes Heatmaps as part of its testing and optimization features. Sadly, Unbounce doesn’t have built-in heat maps, but you can easily integrate with a heatmaps tool like Hotjar.
  • Instapage is better for large teams, but this is reflected in the high price tag. Unbounce, on the other hand, has a much lower price tag and is perfect for small teams and entrepreneurs.

Instapage: A Quick Overview

Instapage is a dedicated landing page builder designed to help you create high quality landing pages that not only look beautiful but are conversion-optimized too. The software itself is easy to use and even harnesses the power of AI to streamline the page creation process, allowing you to create beautiful landing pages with engaging content in minutes.

Its key features include:

  • Instablocks page builder
  • A/B testing
  • Heatmaps
  • AI content 
  • Dynamic personalization
  • Robust analytics
  • AI testing

It’s not the cheapest landing page builder on the market, but it still offers good value considering the wide range of features on offer.

Unbounce: A Quick Overview

Like Instapage, Unbounce also uses AI to help you build and optimize landing pages. It’s just as easy to use, with an intuitive drag-and-drop builder to help you build your pages, as well as a variety of templates to choose from.

Alongside landing pages, Unbounce also includes pop-ups and sticky bars to grab visitors’ attention while they are browsing your site.

Its key features include:

  • Drag and drop page builder
  • A/B testing
  • Templates
  • Pop-ups and sticky bars
  • AI copywriting
  • AI optimization

It’s one of the most affordable landing page builders around too, making it a great option for small businesses, or anyone with a tight budget.

Instapage vs Unbounce: Feature Comparison

Now, let’s take a look at the features on offer from Instapage and Unbounce to see how they compare side by side.

Templates (Instapage Wins!)

Instapage uses ‘Instablocks’ to help you create the perfect landing page from scratch by simply adding the blocks you want to include. Each block can then be customized with your own colours, fonts, images, and content to fit your unique branding.

It’s super easy to use, and I love that if you’ve got writer’s block you can take advantage of the AI-generated headlines, paragraphs, and even CTAs to get you up and running quickly. And if you don’t know where to start, you can choose from one of over 500+ pre-tested and fully optimized layouts as your starting point.

Instapage is well known for its fast page loading speeds, and that’s for mobile too. This means that whatever device your visitors are using, they will have a fast and smooth experience.

Unbounce’s landing page builder is also very easy to use, with over 100+ ready-made templates to choose from. It utilizes a drag-and-drop interface which allows you to create a custom page with no prior coding or technical knowledge required.

The Verdict: Instapage wins this round, with more templates to choose from. The ‘Instablocks’ page builder also makes it super easy to create the perfect landing page in minutes.

A/B Testing (Instapage Wins!)

Instapage has some fantastic testing features that allow you to optimize each and every page you create. It includes A/B testing features with robust analytics to help you understand what works best for your target audience.

Alongside this, Instapage includes Heatmaps, which allow you to see which areas of your pages users are interacting with the most. This gives you insights into which areas to A/B test for further optimization.

Now, onto Unbounce. Unbounce’s A/B testing features are very easy to use, so even if you’re a complete beginner you won’t have any trouble getting started with this. Unbounce directs 50% of your traffic to each variant and provides in-depth analytics so that you can see what’s working well and what isn’t.

The Verdict: Instapage wins this round thanks to its built-in ‘Heatmaps’ feature. However, both platforms offer great A/B testing features.

AI Features (Unbounce Wins!)

As well as a generative AI feature that allows you to create content, headlines, and CTAs for your landing pages at the click of a button, Instapage also gives you the option to optimize your pages using AI experiments as part of your A/B testing. This automatically directs traffic to the highest-performing variant so you don’t need to keep checking and tweaking—a huge time saver!

Like Instapage, Unbounce also uses AI to direct traffic to the landing page that will be best for each visitor.

You can create multiple landing pages (as many as you want!) and once you have had as little as 50 visits, Unbounce’s AI will automatically start routing your visitors to the page they are most likely to convert, according to their demographics.

The Verdict: Unbounce wins this round, with the ability to create unlimited landing pages and optimize your conversions using Smart Traffic.

Check out HubSpot’s guide to Landing Page Best Practices for insights into optimizing your landing pages effectively.

Personalization (It’s a Tie!)

Instapage has fantastic personalization features that allow you to create a unique experience for each user who visits your landing page.

You can use AI to generate different copy variations, which can then be matched to the demographic of each visitor. Being able to take advantage of AI for this makes it refreshingly easy and saves hours of time compared to doing this manually.

Unbounce also includes dynamic text replacement which allows you to show a different landing page that matches the copy on your PPC ads. This shows your visitor exactly what they want to see depending on their search terms, drastically improving conversion rates.

The Verdict: Both Instapage and Unbounce include good personalization features that allow you to optimize your conversion rates.

Instapage vs Unbounce: Integrations

Instapage and Unbounce both allow you to connect with all of your favorite tools, with a variety of in-app and Webhooks, and Zapier integrations on offer from each platform. Before making a decision it is worth checking that the tools you already use are compatible with Instapage and Unbounce—it’s likely they are though!

Which is Easier to Use?

Both Instapage and Unbounce are easy to use, making the process of creating landing pages a breeze. If you are a solopreneur you will get on well with either option.

However, for larger teams, Instapage is easier to use thanks to its team collaboration features that allow team members to make comments and directly collaborate on pages.

Instapage vs Unbounce: The pros and cons

Now it’s time to look at the pros and cons. It’s important to consider these carefully to see if there are any dealbreakers for you here.

Instapage Pros and Cons


  • Maximize ROI with personalized landing pages
  • Over 500 templates to choose from
  • Create custom landing pages using Instablocks
  • Great collaboration features for teams
  • Fast, mobile-responsive pages
  • Built-in heatmaps
  • Exit intent popups
  • Very easy to use
  • Advanced AI features
  • Good customer support


  • Quite expensive
  • No free plan
  • The cheapest plan doesn’t give access to all features

Unbounce Pros and Cons


  • Includes pop-ups and sticky bars
  • Easy to customize pages
  • Great range of pre-optimized templates to choose from
  • Dynamic text replacement feature
  • Great customer support
  • Good value for money


  • No A/B testing on the cheapest plan
  • Minimal customer support
  • No free plan

Instapage vs Unbounce: Pricing

Now that we’ve covered the features, let’s compare Instapage vs Unbounce when it comes to pricing.

Instapage Pricing

Instapage offers three plans to choose from: ‘Create’, ‘Optimize’, and ‘Convert’.

  • The Create plan starts at just $79/month (billed annually). This includes the page builder with reusable page blocks, real-time collaboration, pop-ups and sticky bars, and access to AI content.
  • The Optimize plan costs $159/month (billed annually). This includes everything from Create, plus A/B testing, hypothesis setting and history, customizable traffic splitting, multi-step forms, and dynamic text replacement.

The pricing for the Convert plan is customized to your needs, so you will need to get in touch with Instapage for a tailored quote. The Convert plan includes additional features such as Heatmaps, AI Experiments, ad-to-page personalization, workplace scripts, bulk lead downloads, direct lead bypass, editable global blocks, and much more.

Unbounce Pricing

Unbounce offers four pricing plans that are simple and transparent. Whatever your needs, there should be a plan to suit you.

  • Build – Starts from $74/month. This plan includes unlimited landing pages, popups, and sticky bars. It also includes built-in AI copywriting, unlimited conversions from one root domain, and up to 20,000 monthly unique visitors.
  • Experiment – Starts from $112/month. This plan includes everything from Build, plus unlimited A/B testing with unlimited variants, dynamic text replacement, advanced reporting, industry benchmarks, two root domains, and up to 30,000 monthly unique visitors.
  • Optimize – Starts from $187/month. This plan includes everything from, Build and Experiment, plus AI optimization, audience insights, advanced targeting, custom scheduling, three root domains, and up to 50,000 unique monthly visitors.
  • Concierge – Starts from $649/month. This plan includes everything previously mentioned, plus a dedicated customer success manager, access to implementation services, client and user management features, and custom monthly limits.

Instapage vs Unbounce: The Verdict

So who’s the winner between Instapage and Unbounce?

Well, honestly, they’re both great tools. Because of this, the one that’s best for you will really depend on the type of business you run.

If you have a large team and the budget for it, Instapage is a great option. It offers features you won’t see on Unbounce, like the Heatmaps feature and unrivaled team collaboration features. However, as you have seen, these features are reflected in the higher price tag.

That being said, if you are working alone or in a smaller team, you certainly won’t be disappointed with what Unbounce has to offer. It’s just as easy to use as Instapage, with plenty of templates to choose from to create high-converting landing pages in minutes. It also offers a range of different price plans to suit different budgets, so it’s a great option for anyone just starting out.

And if you’re still undecided, you might want to check out Leadpages. It’s a great option for bloggers, coaches, and other small businesses who want to build landing pages, and it offers amazing value for money.

Check out our full Leadpages review to find out more about this super affordable, easy-to-use platform.


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