Wix vs Instapage: Comprehensive comparison guide for 2024

Final verdict

Wix and Instapage both offer unique strengths, but they cater to different user needs.

• 
  Wix (Overall Grade: 8.5/10)
  
  is a versatile website builder that excels in providing a user-friendly interface, extensive design functionalities, and comprehensive ecommerce features. It is ideal for users looking to create and manage a wide range of websites, from personal blogs to online stores. Wix’s strong AI capabilities, robust customer support, and affordable pricing plans make it a great choice for beginners and small businesses.
• 
  Instapage (Overall Grade: 6.6/10)
  
  is a specialized platform focused on creating high-converting landing pages. It offers powerful tools for personalization, optimization, and testing, making it an excellent choice for marketers and businesses aiming to improve their advertising conversion rates. While it lacks the comprehensive website building and ecommerce features of Wix, Instapage’s ease of use, detailed analytics, and strong integration capabilities make it a valuable tool for targeted marketing campaigns.

Best for ecommerce

Verdict

: Wix is the superior choice for ecommerce, offering a comprehensive set of tools for building and managing online stores, while Instapage is more focused on landing pages and lacks many ecommerce-specific features.

• 
  Wix
  
  : Known for its user-friendly interface and extensive ecommerce features, Wix is ideal for small to medium-sized online stores. It offers a range of customizable templates, payment gateways, and basic inventory tools. When comparing Wix vs Instapage, Wix stands out for its ability to handle various ecommerce needs, making it a more versatile option for online businesses.
• 
  Instapage
  
  : Primarily designed for creating high-converting landing pages, Instapage lacks the depth of ecommerce features found in Wix. While it supports integration with ecommerce platforms like Shopify, it does not offer the same level of functionality for managing an online store. Instapage is better suited for businesses focused on optimizing their landing pages rather than running a full-fledged ecommerce site.

Best for informational & business websites

Verdict

: When it comes to creating and managing informational business websites, Wix takes the lead with its user-friendly interface and extensive design functionalities. Instapage, while strong in landing page optimization, is more specialized and less versatile for general informational website needs.

• 
  Wix
  
  : Wix is a versatile website builder that excels in creating and customizing informational websites. Its user-friendly interface, wide range of templates, and extensive design features make it an excellent choice for businesses looking to establish a strong online presence without needing coding skills. With a score of 8.3, Wix is particularly suitable for those who prioritize ease of use and creative control.
• 
  Instapage
  
  : Instapage is a powerful platform focused on landing page creation and optimization, making it ideal for businesses aiming to improve advertising conversion rates. While it offers a range of tools for creating high-performing landing pages, its specialization means it may not be as versatile for general informational websites. Scoring 7.9, Instapage is best suited for marketers and businesses focused on targeted campaigns and conversion optimization.

Detailed comparison

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Winner: Wix.

If you’re looking for a platform that offers more creative control and a wide array of design features, Wix is the preferred choice.

Wix stands out with its wide range of highly customizable templates suitable for various website types, not just ecommerce. It offers creative freedom in design, appealing to a diverse user base. While Wix doesn’t have a premium template marketplace, it has 3-rd party theme shops that allow you to get more sophisticated design choices.

Wix Themes

Compared to Wix, 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

🏆 Winner: Wix

. With a score of 9.0, Wix is recognized for its user-friendly interface and intuitive drag-and-drop design, making it an excellent choice for beginners and small businesses. Instapage, scoring 8.5, also offers an intuitive interface, but is more focused on landing page creation and optimization, making it a better fit for businesses and marketers focused on optimizing their conversion rates.

Learning Resources

🏆 Winner: Instapage

. Both platforms offer a wide range of learning resources, but Instapage provides a more comprehensive set, including blogs, webinars, videos, podcasts, ebooks, dictionaries, guides, and customer stories. Wix also offers a large collection of learning resources, but Instapage’s focus on education and support gives it the edge in this category.

When it comes to ecommerce, Wix is a more comprehensive platform compared to Instapage. Wix provides a range of ecommerce features, allowing users to create and manage online stores easily. On the other hand, Instapage is primarily focused on building landing pages and supports integration with ecommerce platforms such as Shopify.

Wix ecommerce features:

• Intuitive store builder
• Wix Payments and various gateways
• Basic inventory tools
• Multi-channel sales options
• Abandoned cart recovery
• Basic analytics and SEO tools

Instapage ecommerce features:

• Shopify integration
• Payment gateways such as Stripe and Paypal

Ecommerce themes & templates

Wix provides around 120 free templates for ecommerce. However, these templates are not fully responsive and may need manual adjustments for mobile display. Wix allows for flexible website design but has limited options for in-depth customization using HTML or CSS. For advanced users, Wix Velo offers more detailed customization possibilities. In contrast, Instapage does not have ecommerce specific templates.

Product page customization

Wix permits the inclusion of six options per item with a total of 1000 unique variations for products. However, the potential complexity of having customers choose six attributes for a single item is acknowledged, and it is recommended to consider splitting products with extensive options into different listings for a more user friendly experience. Wix stands out for its ease of customization, allowing users to add features like ribbons, size charts, wishlists, and more. While Wix supports product videos in its themes, incorporating 3D models on Wix requires coding. On the other hand, Instapage does not have product page customization capabilities.

Payment processing

Wix provides versatile payment options, generally around 2.9% + 30¢ per transaction, without additional commission fees. This makes Wix an attractive option for businesses using diverse payment processors. Wix Payments allows Wix users to manage transactions directly on their site, also supporting various payment methods and currencies.

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.

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Winner: Wix

. Wix, with a score of 8.5, offers multiple editors catering to different user needs. Its standard editor is renowned for its drag-and-drop simplicity, allowing for extensive customization without needing to code. Additionally, Wix provides the ADI (Artificial Design Intelligence) editor, which creates a personalized website based on user responses to a few questions, and the Corvid by Wix editor, which allows for advanced web development with JavaScript and Wix APIs.

Instapage’s editor, scoring 7.5, 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

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Winner: Wix

. Wix offers a user-friendly, drag-and-drop interface in its mobile app, excelling in general website editing. The app is particularly beginner-friendly, making it easy for users with no prior website building experience. Wix receives a higher rating for its versatility in general website editing and a more beginner-friendly interface.

Instapage, on the other hand, does not have a dedicated mobile editor app. This absence limits its usability for users who need to make on-the-go adjustments to their landing pages. While Instapage excels in creating and optimizing landing pages through its desktop platform, the lack of a mobile editor is a significant drawback for users seeking mobile editing capabilities.

In summary, Wix stands out for its comprehensive and user-friendly mobile editing features, making it the better choice for users who prioritize mobile accessibility and ease of use.

Overall Result

:

Wix wins

. Wix scores 8.1 in product testing options, while Instapage scores 6.1. Wix offers a free plan with basic features for an unlimited duration and occasionally offers opportunities to test premium features through promotions or limited-time trials. Instapage, on the other hand, offers a 14-day free trial, but users are required to fill in their payment information, and if not cancelled by the end of the trial period, users may be charged automatically.

Wix offers more affordable pricing plans compared to Instapage, but Instapage’s plans are more comprehensive and tailored towards conversion optimization.

Winner: Wix

. Wix offers a variety of hosting plans to suit different needs, with a free plan that includes 500MB of storage and 1GB bandwidth, up to premium plans offering up to 50GB of storage and unlimited bandwidth. It also has a multi-cloud infrastructure and a 99.95% uptime. Instapage, on the other hand, offers cloud hosting with a 99.9% uptime guarantee. However, it does not disclose the locations of its data centers, which could be a concern for some users.

🏆 Winner: Wix

Both Wix and Instapage prioritize website performance and page speed, but Wix has a more comprehensive strategy and has shown significant improvements in Core Web Vitals.

Wix has a clear strategy for speed optimization, including media optimization, CDN, and a mobile-first approach. It provides specific load times and PageSpeed score ranges, and has shown a 25% increase in good Core Web Vital scores over a year.

Instapage’s strategies include responsive design, image optimization, and caching, but it does not provide specific load times or PageSpeed score ranges, and does not provide any information on their Core Web Vital improvements. This lack of transparency and specific data makes it difficult to assess the effectiveness of their speed optimization efforts.

🏆 Winner: Wix.

With a score of 8.2, Wix offers a wider range of plugins and integrations compared to Instapage, which scores 6.8. Wix’s App Market boasts over 500 apps, enhancing various aspects of a website including ecommerce, SEO, social media integration, and more. On the other hand, Instapage supports over 40 integrations, focusing more on improving advertising conversion through personalization, optimization, and testing. While both platforms offer flexibility in pricing, Wix provides a more comprehensive set of tools to improve website capabilities.

Wix Applications

Instapage Applications

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Overall Winner: Wix

. Wix stands out for its comprehensive marketing tools, including SEO, email marketing, blogging, social media integration, analytics and reporting, and ads and promotions. Instapage, while strong in analytics and reporting, lacks blogging features.

🏆 Winner: Wix

. Comparing Wix vs Instapage, Wix takes the lead in this category with its comprehensive support options. Wix offers phone support (callback service during business hours), 24/7 live chat in multiple languages, and a vast community forum. This ensures that users have access to assistance whenever they need it, making it a reliable choice for continuous support.

Instapage, while offering robust support through live chat available 24 hours a day from Monday to Friday, and email and phone support during business hours, falls slightly behind. Instapage’s support is commendable for its personalized assistance through Success Managers and Launch Specialists, which is particularly beneficial for enterprise users. However, the limited availability of live chat support compared to Wix’s 24/7 service gives Wix an edge in this comparison.

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Winner: Wix

. Wix’s security measures are comprehensive, including secure servers, encryption, compliance with privacy regulations, strict access controls, regular security audits, and two-factor authentication. Wix also practices data minimization and empowers user control over their data.

Instapage also places a significant focus on security, with a strong commitment to GDPR compliance and a variety of security measures including SOC 2 Type I and Type II compliance, risk management policies, and a strong focus on privacy. However, Wix’s overall security score is slightly higher, making it the winner in this category.

🏆 Winner: Wix

. Wix’s AI capabilities, particularly through its Artificial Design Intelligence (ADI) system, are highly user-friendly and innovative. It excels in offering personalized website design suggestions, content optimization, and streamlined site setup processes. Wix’s AI also assists in providing SEO recommendations and layout adjustments based on user behavior.

Instapage, with a score of 6.0, utilizes AI mainly to enhance the landing page creation process. Its AI features focus on content generation and traffic allocation to higher-performing test variants. While Instapage’s AI is useful, it is more limited compared to Wix’s comprehensive AI capabilities.

🏆 Winner: Wix

. Both Wix and Instapage offer different user roles and access levels, but Wix scores higher in user management.

• Wix allows unlimited editors regardless of the plan, but caution is needed with 50+ editors to avoid potential backend performance issues. It excels for large, collaborative teams.
• 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.

Wix User Roles and Access Levels:

Instapage User Roles and Access Levels:

Additional Features

User Feedback

Wix, though well-regarded, caters to a diverse set of website requirements beyond just ecommerce. This inclusive strategy attracts a broad user audience but might not align as closely with individuals prioritizing advanced ecommerce features. Its user-friendly interface and range of templates make it a popular choice for those looking to build and manage a variety of websites.

Instapage users generally appreciate 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.

FAQ