Unbounce vs Instapage: guide for 2024

Final verdict

Unbounce and Instapage are both excellent choices for creating high-converting landing pages, but they cater to slightly different needs.

Unbounce (Overall Grade: 6.4/10)

is a powerful tool for marketers focused on optimizing conversion rates. It offers a user-friendly drag-and-drop interface, a wide range of templates, and strong integration capabilities. Unbounce excels in AI-driven content generation and conversion optimization, making it ideal for users who need to create and test various landing page elements quickly. However, it has a relatively high cost and some reported issues with customer support and template selection.
Instapage (Overall Grade: 6.6/10)

stands out with its comprehensive suite of tools for creating, testing, and optimizing landing pages. It offers advanced features like AI content generation, personalized landing pages, and detailed analytics. Instapage is particularly strong in ease of use and website speed optimization, making it a great choice for teams looking to improve advertising conversion rates. While it lacks some of the AI capabilities of Unbounce, it provides a more transparent and reliable hosting service and better user management options.

	Overall grade: 6.4	Overall grade: 6.6
Design functionalities & templates	7.8	8.0
Ease of use	8.2	8.5
Ecommerce	4.8	4.2
Website Editors	7.5	7.5
Product testing options	6.6	6.1
Price	7.0	7.0
Hosting quality	3.9	6.0
Website speed optimization	5.6	6.2
Plugins and integrations	6.8	6.8
Marketing features	7.4	7.7
Customer support	7.7	7.6
Security	8.4	8.4
AI capabilities	7.5	6.0
User Management	7.2	7.3

Best for ecommerce

4.8

4.2

Verdict

: Unbounce and Instapage are both primarily landing page builders with limited ecommerce capabilities. However, Unbounce slightly edges out Instapage in terms of ecommerce features and integrations.

Unbounce

: Unbounce is designed for creating high-converting landing pages with a focus on optimizing conversion rates. It integrates with ecommerce platforms like Shopify and Ecwid, allowing users to create targeted ecommerce landing pages. Unbounce supports payment processing through Stripe and offers tools for A/B testing and Smart Traffic insights. However, it has a relatively high cost and limited template selections. Best For Ecommerce score: 4.8.
Instapage

: Instapage also focuses on landing pages but supports integration with ecommerce platforms such as Shopify. It offers payment gateway integration through systems like Stripe and Paypal. Instapage excels in creating personalized landing pages and provides detailed analytics for optimization. However, it lacks product page customization capabilities. Best For Ecommerce score: 4.2.

Best for informational & business websites

5.9

7.9

Verdict

: Instapage is the superior choice for informational business websites, offering a more comprehensive set of features and higher ease of use compared to Unbounce.

Unbounce

: Unbounce is a robust platform designed primarily for creating high-converting landing pages, popups, and sticky bars. While it excels in conversion rate optimization and offers a user-friendly drag-and-drop interface, it may not be the best fit for purely informational business websites. Its focus on marketing tools and analytics makes it more suitable for users looking to capture leads and optimize campaigns. Unbounce scores 5.9 in this category.
Instapage

: Instapage stands out with its comprehensive suite of tools for creating, testing, and optimizing landing pages. It offers AI content generation, personalized landing pages, and detailed analytics, making it ideal for businesses looking to enhance their online presence. Instapage’s ease of use and extensive customization options make it a better fit for informational business websites. It scores 7.9 in this category, making it the preferred choice when comparing Unbounce vs Instapage.

Detailed comparison

7.8

8.0

🏆

Winner: Instapage.

Although both Unbounce and Instapage offer a wide range of templates and design functionalities, Instapage slightly edges out Unbounce with a score of 8.0 compared to Unbounce’s 7.8.

Unbounce provides a gallery of over 100 high-converting templates for landing pages, popups, and sticky bars. These templates are designed with conversion in mind, incorporating knowledge and insights gained from Unbounce’s experience in optimizing landing pages. Users have the flexibility to choose from these ready-to-use templates or start with a blank canvas to create their own designs using Unbounce’s drag-and-drop builder.

Unbounce Themes

On the other hand, Instapage provides an extensive collection of 100+ design templates for website building, business-specific templates. These templates are tailored to support small teams and businesses in executing their marketing campaigns efficiently, including features for marketing automation, CRM, and analytics integrations.

Instapage Themes

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8.2

8.5

🏆 Winner: Instapage

. Scoring a close 8.5, Instapage edges out Unbounce (8.2) in terms of ease of use. Both platforms offer user-friendly interfaces and a range of features, but Instapage’s slightly higher score and extensive customization options make it the winner in this category.

Learning Resources

🏆 Winner: Tie

. Both Unbounce and Instapage offer extensive learning resources to help users maximize the capabilities of their platforms. Unbounce provides a comprehensive Help Centre, a podcast, and a video library, while Instapage offers a wide range of resources including blogs, webinars, videos, and a user-friendly Help Center.

Learn Unbounce

Learn Instapage

4.8

4.2

Unbounce and Instapage are both primarily landing page builders, but they do offer some ecommerce capabilities through integrations with other platforms.

Unbounce stands out for its ability to create, test, and customize highly targeted ecommerce landing pages, aiming to double conversion rates compared to traditional online stores. It features a wide array of tools for conversion optimization, including A/B testing and Smart Traffic insights, alongside the unique Smart Copy features for enhanced copywriting. However, potential downsides include its relatively high cost, especially for entry-level plans lacking key features like A/B testing, and reported challenges with customer support and limited template selections.

Instapage, on the other hand, is primarily focused on building landing pages, however the platform supports integration with ecommerce platforms such as Shopify.


Ecommerce themes and templates	2.0	0.0
Product page customization	3.0	0.0
Payment processing and commissions	6.5	5.0
POS capabilities	0.0	0.0
Payment gateways	7.0	6.0
Product numbers	0.0	0.0
Additional ecommerce features	4.5	4.0

Unbounce ecommerce features:

Shopify, Ecwid, or and other ecommerce solutions integration

Instapage ecommerce features:

Shopify integration
Payment gateways such as Stripe and Paypal

Ecommerce themes & templates

Both Unbounce and Instapage do not offer ecommerce specific templates as they are primarily focused on building landing pages.

Product page customization

Unbounce does have the possibility to create or customize product pages, it’s primarily focused on building landing pages, with the possibility to integrate with ecommerce platforms such as Shopify or Ecwid. Instapage, however, does not have product page customization capabilities.

Payment processing

Unbounce supports payment processing through an integration with Stripe, allowing users to create landing pages that can handle transactions directly, with Stripe facilitating global payments in over 135 currencies. Unbounce itself does not mention charging additional fees for transactions, implying that fees are subject to Stripe’s own pricing structure. The platform is focused on optimizing online conversions and does not offer Point of Sale (POS) capabilities, as its core features are designed for enhancing digital experiences such as landing pages and pop-ups.

Instapage supports payment gateway integration, notably through external systems and third-party services like Commence Payments for Stripe, facilitating various payment options such as Apple Pay, Google Pay, and card payments. The platform itself does not directly charge commissions for transactions, but payment gateways may have their own fees. While Instapage specializes in creating high-converting landing pages with a focus on online marketing, it does not explicitly offer Point of Sale (POS) capabilities, suggesting a primary use case away from direct sales or retail transactions.

7.5

🏆

Winner: Tie

. Both Unbounce and Instapage scored 7.5 for their website editors, indicating a high level of quality and user satisfaction for both platforms.

Unbounce website editor

Unbounce’s editor is equipped with a user-friendly drag-and-drop interface, enabling users to design and customize landing pages without the need for coding skills. It offers a variety of templates, widgets, and elements such as forms and buttons, alongside options for integrating custom HTML, CSS, and JavaScript for advanced customization. The platform supports responsive design, ensuring landing pages perform well across all devices, and includes features for A/B testing and dynamic text replacement to optimize conversion rates.

Instapage is a comprehensive website builder focused on creating and optimizing landing pages for various marketing campaigns. It offers a drag-and-drop editor, AI content generation, detailed analytics, and extensive customization through custom code editing, alongside security and compliance features. The platform supports collaboration, integrates with numerous marketing tools, and is designed to streamline the process of building, testing, and optimizing landing pages to increase conversions.

Mobile editor/app

🏆

Winner: None

. Both Unbounce and Instapage do not offer dedicated mobile editor apps. This means that users of these platforms will need to rely on desktop versions for creating and editing their landing pages. While both platforms excel in providing robust tools for landing page creation and optimization, the lack of mobile editing capabilities might be a limitation for users who prefer or require on-the-go website management.

In summary, neither Unbounce nor Instapage provides a mobile editor app, making this a tie in terms of mobile editing capabilities.

6.6

6.1

Overall Result

:

Unbounce wins

. Unbounce scores 6.6, slightly higher than Instapage’s 6.1. Both platforms offer a 14-day free trial, but Unbounce allows users to test premium features during the trial period, while Instapage automatically charges users who don’t cancel by the end of the trial. Instapage offers a 24-hour money-back guarantee, while Unbounce does not offer a money-back guarantee.


Free Plan	No	No
Trial Duration	14 days	14 days
Testing Premium Features	During the free trial	During the free trial
Money Back Guarantee	No	24 hours

7.0

Unbounce and Instapage have similar price scores, indicating that they offer comparable value for money.

Both platforms offer a range of plans with different features, as well as enterprise plans for larger businesses. Unbounce offers a 25% discount for annual billing, while Instapage offers a 20% discount.

	Offerings	Offerings
$90-$100	Build ($99.00/month): Provides tools for building and launching high-converting landing pages, unlimited pages, popups, sticky bars, a form builder, free hosting, AI copywriting, custom scripts, 1,000+ integrations, support for 1 root domain with unlimited subdomains, catering up to 20,000 monthly unique visitors. Value for Price: 6.5	No offering at this amount.
$100-$200	Experiment ($149.00/month): Includes everything in the Build plan plus unlimited A/B tests, advanced reporting, dynamic text replacement, support for 2 root domains, and up to 30,000 monthly unique visitors. Value for Price: 7.5	No offering at this amount.
$200-$300	Optimize ($249.00/month): Adds to the Experiment plan with AI traffic optimization, visitor behavior insights, advanced targeting, supports 3 root domains, and caters to up to 50,000 monthly unique visitors. Value for Price: 8.0	BUILD ($299/month): Optimize conversions with experimentation and lead generation. Includes #1 Landing page builder, No Conversion Limits, Server-Side A/B Testing, AI Content, Unlimited Triggered Popups, Thor Render Engine, Dynamic Text Replacement, SSL Encryption, GDPR Compliance, Google SSO, Zapier, HubSpot, Salesforce, Marketo Integration, Multi-Step Forms, Invisible reCAPTCHA, and more. Value for Price: 7.5
$600+	Concierge (Starting at $649/month): Offers everything in the Optimize plan plus dedicated support, implementation services, client and user management, flexible add-on plans for scaling, starting with 5 root domains and 100,000 monthly unique visitors, with options to scale.	No offering at this amount.

In some cases companies have different prices based on various components like a
location. As a result in rare cases the prices displayed here can differ from the ones you see on their
websites.

3.9

6.0

🏆

Winner: Instapage

Instapage offers a more transparent and reliable hosting service with a 99.9% uptime guarantee and cloud hosting. Unbounce, while providing a 99.96% uptime, does not offer an uptime guarantee and does not specify the type of hosting it provides or the locations of its data centers. This lack of transparency and guarantee gives Instapage the edge in this category.


Do they offer hosting?	Yes	Yes
Data Centers:	Not disclosed	Not disclosed
Type of hosting:	Not specified	Cloud Hosting
Uptime:	99.96%	99.9%
Uptime Guarantee:	No	Yes, 99.9%

5.6

6.2

🏆 Winner: Instapage

Both Unbounce and Instapage prioritize website speed optimization, but Instapage has a slightly higher score in this area.


Focus	Conversion rate optimization	Advertising conversion
Performance Tools	Speed Booster	Responsive design
Key Strategies	Image optimization, Caching, Speed Booster	Responsive design, Image optimization, Caching
Load Times	Varies depending on optimization and website complexity	Varies depending on optimization
Page Speed Scores Range	Varies depending on optimization and website complexity	Varies depending on optimization
Core Web Vitals Improvement	No information provided	No information provided

Unbounce focuses on conversion rate optimization and provides a Speed Booster tool to enhance website performance. However, the load times and PageSpeed scores can vary widely depending on the level of optimization and the complexity of the website.

Instapage, on the other hand, is designed to improve advertising conversion. It uses responsive design, image optimization, and caching as key strategies for speed optimization. Like Unbounce, the load times and PageSpeed scores for Instapage can also vary depending on optimization. However, Instapage has a slightly higher website speed optimization score, making it the winner in this category.

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6.8

Draw: Unbounce and Instapage.

Both Unbounce and Instapage score 6.8 in plugins and integrations, indicating that they offer similar capabilities in this area. Unbounce offers over 50 apps and integrations, all free to install, enhancing functionalities like advanced analytics, marketing automation, and direct e-commerce transactions. Instapage, on the other hand, supports over 40 integrations with third-party platforms, extending its base functionalities to include advanced analytics, sophisticated A/B testing, and direct email marketing automation. The choice between the two would depend on the specific needs of the user.

Unbounce Applications

Unbounce apps and integrations

Instapage Applications

Instapage integrations

7.4

7.7

🏆

Overall Winner: Instapage

. Instapage edges out Unbounce with a slightly higher score, reflecting its comprehensive suite of marketing features, including AI-powered content generation, personalized landing pages, and detailed analytics. Unbounce, however, is also a strong contender with its focus on conversion optimization and extensive third-party integrations.


SEO Tools	✓	✓
Email Marketing	✓ (with third-party integrations)	✓
Blogging	✗	✗
Social Media Integration	✓	✓
Analytics and Reporting	✓	✓ (including conversion analytics and A/B testing)
Ads and Promotions	✓ (landing pages for ad campaigns)	✓ (AdMap for ad-to-page personalization)

7.7

7.6

🏆 Winner: Unbounce

. When comparing Unbounce vs Instapage, Unbounce takes the lead in customer support with its comprehensive range of support options. Unbounce offers live chat, email, and phone support from Monday to Friday, with 24/7 assistance available through their Help Centre, Community, and Chat Bot. This ensures users have continuous access to help whenever needed, making it a reliable choice for businesses requiring consistent support.

Instapage also provides robust customer support, including 24-hour live chat support from Monday to Friday, and technical support via email or toll-free phone during regular business hours. While Instapage’s support is commendable, it does not offer the same level of continuous access as Unbounce. However, both platforms excel in providing dedicated support for enterprise users, with Unbounce offering personalized training and optimization sessions, and Instapage providing Success Managers and Launch Specialists to ensure users maximize their ROI and quickly see the value of their subscription.

8.4

🏆

Draw: Unbounce and Instapage

. Both Unbounce and Instapage take security seriously, with robust measures in place to protect user data and ensure website security. Unbounce achieves PCI Level 4 Merchant status, adheres to GDPR, and undergoes regular external security audits. It also employs a secure, multi-tenant environment with strict access controls and daily data backups. On the other hand, Instapage focuses on GDPR compliance and has SOC 2 Type I and Type II compliance, risk management policies, and an Information Security Program based on ISO 27001/2 and NIST 800-53 frameworks. Both platforms prioritize secure data handling and privacy, making them reliable choices for building and managing landing pages.

7.5

6.0


AI Builder	Unbounce’s Smart Builder uses AI to optimize landing page creation
AI Content Generation	Unbounce’s Smart Copy tool uses AI to generate content	Instapage’s AI Content Generator produces content tailored to the target audience
Additional AI Features	Unbounce’s Smart Traffic directs visitors to the most appropriate landing page variant and Conversion Intelligence Insights provides recommendations to improve landing pages	Instapage’s AI Experiments dynamically allocates traffic to higher-performing landing page variants

🏆 Winner: Unbounce

. Unbounce, with a score of 7.5, utilizes AI in more areas than Instapage, which scored 6.0. Unbounce’s AI capabilities are more comprehensive, including a Smart Builder for landing page creation, a Smart Copy tool for content generation, and additional features that use AI to improve user experience and conversion rates.

Instapage, while lacking an AI builder, does use AI to generate content and to allocate traffic to higher-performing landing page variants. However, its AI capabilities are not as extensive as Unbounce’s.

7.2

7.3

🏆 Winner: Instapage

. Both Unbounce and Instapage offer different user roles with varying levels of access, but the number of users and the ability to edit simultaneously differ.

Unbounce offers one staff account on its basic plan, with the option to expand up to 15 accounts on the premium plan. It also provides customizable permissions.
On Instapage, users managing a website can be assigned different roles: Viewer, Editor, or Manager. However, only one user can edit a page at a time to prevent overwrite issues. The number of users you can invite depends on your subscription limits.

Unbounce User Roles and Access Levels:

Role	Description	Access Highlights
Viewers	Members of your team who want to view and approve pages, popups, or sticky bars before publication.	Can access pages, popups, sticky bars, stats, and leads. Cannot edit/manage pages or access account management, billing details, domains, or add users.
Authors	Designers or copywriters invited to edit landing pages.	Can edit, manage, publish/unpublish pages, popups, sticky bars. Have access to viewing leads and stats. Cannot access account management, billing details, domains, or add users.
Administrators	Manage the Unbounce account, including billing details.	Can edit, manage, publish/unpublish pages, popups, sticky bars. Can access account management, billing details, domains, and add users. Cannot delete leads or remove other Admins.

Instapage User Roles and Access Levels:

Role	Description	Access Highlights
Administrator	Oversees the entire Instapage account, managing users, settings, and billing information.	Full access to all features, including user management, settings, billing, and page creation and editing.
Editor	Works on creating and editing landing pages, responsible for the design and content.	Can create and edit pages, manage integrations, and view analytics, but cannot change account settings or manage users.
Viewer	Has view-only access to the landing pages, typically for review or analytics purposes.	Can view pages and analytics but cannot make any edits or access account settings.

Additional Features


SSL Certificate	✓	✓
Custom Domain	✓	✓
Free Custom Domain Included	✓	X
International Domains	✓	✓
Mobile Responsive	✓	✓
Page Speed	✓	✓
Website Builder Mobile App	X	X
Convert a Website To An App	X	X
Website Analytics	✓	✓
Multilingual Sites	✓	✓
Multiple Users	✓	✓

User Feedback

Unbounce

359 reviews

4.4 out of 5 stars

Instapage

488 reviews

4.3 out of 5 stars

The reviews for Unbounce reveal a mixed sentiment among users. On the positive side, many appreciate its user-friendly, drag-and-drop page builder, which facilitates the quick creation and editing of landing pages without the need for technical expertise. Users find it beneficial for A/B testing, integrating with CRMs, and swiftly turning around marketing content. However, there are notable concerns, particularly with a case of unexpected switch to an annual plan without consent and refusal to refund, indicating potential issues with customer service and billing practices. Additionally, some users mention technical limitations, such as responsiveness issues and the absence of global elements for content updates across multiple pages, which can hinder efficiency.

Users generally appreciate Instapage for its user-friendly interface, robust customer support, and seamless integration capabilities, highlighting its effectiveness in creating high-quality, high-converting landing pages optimized for lead capture. Positive feedback emphasizes the platform’s ease of use, allowing both experienced marketers and newcomers to quickly design and deploy landing pages, along with its broad range of integrations with other marketing tools and CRM systems. However, some users encounter challenges with mobile responsiveness, custom domain settings, and occasional bugs.

The making of this blog

We followed a clear, step-by-step process to write and research this article.

Our Ranking Criteria

FAQ

Which platform is easier to use, Unbounce or Instapage?

Instapage is slightly easier to use, scoring 8.5 compared to Unbounce’s 8.2. Both platforms are user-friendly, but Instapage offers a bit more in terms of ease and customization options.

Can I use both Unbounce and Instapage for ecommerce?

Yes, both platforms can integrate with ecommerce systems like Shopify. Unbounce is slightly better for ecommerce with more robust integration options and features like A/B testing and Smart Traffic, which are essential for optimizing ecommerce conversions.

How do Unbounce and Instapage compare in terms of customization and design flexibility?

Instapage scores slightly higher in design functionalities and templates, making it a better choice if you need more design flexibility and options. Unbounce also offers a good range of templates and customization tools, but Instapage leads with a score of 8.0 compared to Unbounce’s 7.8.

What are the major differences in pricing and value between Unbounce and Instapage?

Both platforms offer similar pricing structures, but Unbounce provides a 25% discount for annual billing compared to Instapage’s 20%. Each has different plans that cater to various needs, from basic landing page creation to advanced optimization and analytics features.