Instapage and Unbounce are tools for building the web pages that paid ad clicks land on, used by marketers and agencies. Instapage serves paid media teams that run a great many campaign pages. Unbounce is built for marketers who want campaign results read against industry benchmarks, with help by phone, email or chat on every plan. In-house ad teams with large programs suit Instapage, while small businesses and agencies suit Unbounce.
Pricing: Create $79/mo billed annually ($99 monthly) for 15,000 visitors; Optimize $159/mo annually ($199 monthly) for 30,000 visitors, $239 at 50,000; Convert on request.
Instapage is a landing page builder for ad campaigns, with server-side A/B testing, dynamic text replacement and AdMap, for paid media teams and agencies.
Pricing: Starter $22/mo yearly or $29 monthly (5 pages, 500 visits); Build $74 ($99); Experiment $112 ($149); Optimize $187 ($249); Concierge and Agency custom; $80 per 10,000 extra visits
Unbounce is a landing page builder with A/B testing, Smart Traffic AI routing, popups and sticky bars for marketers and agencies, with client sub-accounts.
Landing Page Builders features side-by-side
Create $79/mo billed annually ($99 monthly) for 15,000 visitors; Optimize $159/mo annually ($199 monthly) for 30,000 visitors, $239 at 50,000; Convert on request.
Starter $22/mo yearly or $29 monthly (5 pages, 500 visits); Build $74 ($99); Experiment $112 ($149); Optimize $187 ($249); Concierge and Agency custom; $80 per 10,000 extra visits
Choose Instapage if you run many ad campaigns and want one page per ad group. Choose Unbounce if you want each page's results compared with industry benchmarks. Each is bought as a monthly paid plan, and its higher plans go through a sales quote.
Paid media teams running dozens of campaigns are who Instapage serves best. Reusable sections update on every page when edited, which keeps headers and footers consistent across a campaign. Instapage also generates a page for each row of a data set, which suits location and product pages. A visual map lays out a campaign's ads beside the pages they send traffic to. One limit is that the builder and its integrations can glitch.
Marketers who work without a designer or developer are the core of Unbounce's audience. Beside its conversion reports, it offers audience insights for reading a campaign's results. The popups and sticky bars it builds can also run on an existing website. Every plan includes help by phone, email or chat. One limit is that advanced layouts, forms and tracking still need custom code.
Users of Instapage praise the easy visual builder, responsive chat support and built-in testing for ad pages. Complaints there cover a high price that keeps rising, billing problems such as renewal without a reminder, and a mobile version that is hard to edit. Unbounce's reviewers like the quick drag-and-drop builder, the templates and the broad integrations. They complain about a high price, billing and cancellation disputes, and mobile layouts that need manual fixing.
Instapage describes a London company in transportation technology that converts bicycles into battery-powered ebikes. The company used the builder to create and test pages for ad traffic, and its conversion rate rose sharply through extensive testing. One Unbounce customer, a digital marketing agency serving many clients, builds and tests landing pages for pay-per-click campaigns without dedicated design and development staff. The agency says a small team now does the work of a much larger one.
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