The 17 Best Landing Page Platforms for Marketers in 2020
Darrell Mendes Analyst @ Landingpages.com
11 min read
Below, we look at 17 of the best landing page platforms. Some are dedicated landing page platforms that focus exclusively on page creation and optimization. Others are all-in-one software that don’t specialize in any single area of marketing technology but still have landing pages as part of their offering.
“The world’s most advanced landing page platform.”
After reviewing the entire market, we've chosen Instapage as our winner.
Instapage was designed for digital advertisers looking to maximize advertising conversions. While typical landing page tools have the standard features above, Instapage is the world’s most advanced landing page platform because they provide six separate products bundled together and provide functionality for both SMB and Enterprise. Aside from being the only landing page platform to achieve SOC Type I & Type II certification, they provide the following enhanced functionality:
Unlimited conversions--Instapage does not penalize customers for getting more conversions.
Instablocks®–Scale landing page production by creating and saving page blocks that can be reused quickly without any duplication of creative work. Then, manage and update all pages with a single click using Global Blocks.
Built-in team collaboration—Collaborate in real-time, centralize communications, eliminate time-consuming bottlenecks, and establish a seamless user experience.
Experimentation–Combines A/B split testing and heatmap functionality into dedicated product workflows for a better understanding of how visitors engage with your pages, and to encourage new experiments.
AdMap®—Contextually visualize a list of your campaigns to determine where personalized pages are needed with automated two-way sync
Postclick Score–A percentage of unique experiences compared to the total number of ad groups and ads to indicate how close you are to achieving 1:1 ad-to-page personalization
AMP–Allows users to build landing pages with faster page load speeds, directly from the Instapage platform
Thor Render Engine®–By changing the HTML structure, JavaScript and CSS Refactoring, and CSS Responsiveness, the Thor Render Engine ensures your post-click landing pages load lightning fast without any additional effort
Once you’ve researched the market if you think Instapage is the best software solution to fit your needs, you can sign up for a trial or request a demo. See how their conversion-focused landing page software can scale your production and provide your audiences with unique post-click experiences.
Unbounce is likely one of the first names that come to mind with landing page builders. Although it offers some advanced features, it may not be the best choice as it takes time to maximize its capabilities fully, has become quite legacy, and now penalizes customers for getting more conversions (see pricing).
Pros:
A/B testing
Popup and sticky bar creation
Dynamic text replacement for SEM campaigns
AMP-ready mobile pages (not with Essential plan)
Аutоmаtеd ЅЅL еnсrурtіоn
Custom dоmаіns
Cons:
You are penalized for getting conversions
Only 100+ templates
No 1:1 ad-to-page personalization
An easy solution for scalable creation does not exist
No automatic sync between Google Ads and landing pages
Team collaboration for page designs or heatmap functionality not available
No Customer Success Manager with Essential or Premium plans
Dedicated Launch Specialist only provided with Enterprise plan
Audit logs only with Enterprise
No page redirects with Essential plan
Pricing:
$200/month for Accelerate (capped at 2k conversions)
$300/month for Scale (capped at 3k conversions)
3. Leadpages
“Website & landing page software for small businesses.”
Leadpages self-identifies as a website and landing page builder, not focused exclusively on post-click experiences. The company works primarily with small businesses who need a website and some conversions tools.
Pros:
120+ mobile-responsive templates
Built-in on-page payments (only with Pro and Advanced plans)
Alert bars and popups
40+ standard integrations
Unlimited traffic and leads
Cons:
No AMP functionality
Lacking scalable creation capabilities
Not all templates are free
Limited customization and personalization
No ad-to-page mapping
Not SOC 2 compliant
Pro Sub Accounts only available in the Advanced plan
1-on-1 Quick Start Call only available in the Advanced plan
A/B testing, email triggers, and specific integrations only available with higher-tier plans
Wishpond brands themselves as “marketing made simple” with a landing page tool within their software. However, they are an all-in-one solution rather than a dedicated software for landing page creation and optimization.
Pros:
Two options: do it yourself or done for you
Unlimited landing pages, social contests, and popups
One-click A/B testing
300+ integrations
200+ mobile-responsive templates
Cons:
Not a dedicated landing page builder
Lacking scalable creation & AMP functionality
No SSL certificates, SOC2 compliance, or Enterprise security
Heatmaps not included
No Google Ads integration
A/B testing and Custom JavaScript-only available on higher plans
The software limits the number of leads you can generate monthly
Limited customization and personalization
First-in-line customer support and free implementation coaching only with Rapid Growth plan
Pricing:
$49/month for Starting (up to 1,000 leads)
$99/month for Everything You Need (up to 2,500 leads)
$199-2,989/month for Rapid Growth (customizable from 10,000 to 1 million leads)
5. Lander
“Use top landing page designs & templates.”
Lander promotes its software as the world’s leading (and easiest) landing page creator. However, its editor is not as customizable as other software on the list.
Pros:
A/B testing with all packages
Custom code editing
Unlimited mobile-ready pages with auto-fill forms
SSL Encryption
Email marketing integration
Cons:
Only 100+ templates
No AMP or heatmap capabilities
Lacking collaboration and SOC 2 certification
No Google Ads integration
No Enterprise features included
Dynamic text replacement only available with Professional plan
Many integrations (Zapier, Marketo, Salesforce) unavailable with the Basic plan
Landingi claims users don’t require any programming skills to create and optimize their landing pages. Yet, that is one of the biggest benefits of using dedicated software in the first place, so it’s not a unique quality. The software lacks many essential landing page creation and optimization features.
Pros:
Unlimited landing pages and leads with all plans
SSL Certificate
AWS Cloud hosting
200+ landing page templates
Embeddable pages on your server
Tracking pixels and dynamic text replacement
Analytics and callback/chat integrations
Workflow automation
Cons:
No two-way sync with Google Ads
AMP landing page functionality not available
Heatmaps are not available
Lacking scalable creation capabilities
Additional landing page import service fee of $199
A/B testing only available with the highest plan
CRM/Sales integrations only available with the highest plan
Landing page version history unavailable with Core plan
Must pay for additional subaccounts
Pricing:
$45/month for Create Business plan
$59/month for Automate Business plan
Customizable Agency plans also available based on subaccounts and features
7. GetResponse
“Stunning pages in just a few clicks.”
The GetResponse homepage highlights “stay connected and run business from home.” This doesn’t convey anything about landing pages or establish them as a dedicated landing page leader.
Pros:
A/B testing with all plans
Unlimited landing pages & visitors with all plans
Custom domains
180 templates
150+ integrations including Shopify, PayPal & Stripe
Email support for all plans
Cons:
Not a dedicated landing page builder
No AMP functionality
Lacking personalization and ad-to-page mapping
Heatmap features not included
No SSL certificates, SOC2 compliance, or Enterprise security
Visual team collaboration not available
Automation builder only included with higher-tier plans
Pricing (based on 12-month):
$12.30/month for Basic
$40.18/month for Plus
$81.18/month for Professional
Call for Enterprise Custom Pricing
8. ShortStack
“The most customizable all-in-one contesting software.”
ShortStack identifies as an all-in-one contesting software–not a landing page software. Lacking many advanced landing page features, it’s clear they are not a robust option for creation and optimization. They do, however, mention unique landing page creation for contests.
Landing pages and microsites available with all plans
Custom CSS with all plans
GDPR compliant
Cons:
Not dedicated to landing page creation and optimization
No AMP functionality
Lacking scalable creation & personalization features
No heatmaps
The software is not SOC 2 compliant
ShortStack logo on your campaign with the Business plan
Custom landing page domains only available with Agency and Brand plans
Only 60 templates come with Business and Agency plans
No Account Manager support with Business and Agency plans
Pricing:
$79/month for Business
$159/month for Agency
$399/month for Brand
9. Pagewiz
“Landing page generator and landing page templates.”
Pagewiz claims to be the ultimate landing page platform, yet they don’t offer many features other alternatives do.
Pros:
Unlimited pages and A/B testing with all plans
Secure Cloud Hosting
Free SSL assigned to all custom domains
Manage multiple client accounts
24/7 support
Cons:
1×1 demo only offered with Pro account
Only 100+ templates
Design layout is somewhat restrictive compared to others that are more customizable
Reports of mobile and desktop integrations being cumbersome
No email integration with Basic or Standard plans
Only two custom domains with the Basic plan
Lacking AMP capabilities and personalization
No scalable creation or heatmap tracking
Pricing:
$25/month for Basic
$42/month for Standard
$84/month for Plus
$169/month for Pro
10. Elementor
“#1 free WordPress page builder.”
The Elementor homepage highlights that users can create stunning landing pages with the software; however, it is merely a WordPress page builder with no advanced creation or optimization features.
Pros:
Free version available
50+ widgets and 300+ templates with all paid plans
Popup builder and sticky elements with every paid plan
Dynamic content & custom fields capabilities
Role manager & 24/7 support
Cons:
Hardly any features with the free plan (only a drag & drop builder and 30 basic widgets)
Not a robust landing page solution, just a WordPress plugin
Lacking scalable page creation
No SSL, SOC2 compliance, or Enterprise security
Personalization features are non-existent
No AMP pages or heatmap tracking
Pricing:
$49/year for Personal
$99/year for Plus
$199/year for Expert
11. Ucraft
“Free website builder.”
Ucraft markets itself as a website builder–not a landing page builder. Landing page creation is not mentioned on their homepage until the very bottom in the footer menu.
Pros:
Free version available
SSL security across all plans
24/7 support
Unlimited number of pages with all paid plans
Cons:
Website builder–not a dedicated landing page builder
Only 15 pages with the free plan
Lacking AMP functionality
No heatmaps or scalable creation available
Ad-to-page personalization is missing
No built-in A/B testing
Ucraft branding on pages made with the free version
Integrations only available with paid plans
Pricing:
$10/month for Pro Website
$21/month for Pro Shop
$69/month for Unlimited
12. ConvertKit
“Email marketing for online creators.”
ConvertKit has landing page creation capabilities but is primarily an email marketing software used by businesses to grow their audiences.
Pros:
Visual automation funnels with the paid plan
Creator community
GDPR compliant
The free version includes more than other free plans include (unlimited landing pages and traffic, 30+ mobile-responsive templates, customizable domain setup, etc.)
Cons:
Not a dedicated landing page builder
Price increases after 1,000 subscribers
Only 30+ templates even with the paid plan
No heatmaps or A/B testing
AMP landing page creation is non-existent
Scalable page creation not included
Pixel-perfect design customization not available
Pricing:
Starting at $25/month for Complete plan depending on subscribers
Free version available
13. HubSpot
“Inbound marketing, sales, and service software.”
HubSpot is an all-in-one software solution for marketers as it includes functionality for CRM, forms, marketing automation, sales pipeline, etc. Their website says they are marketing, sales, and service software that helps businesses grow. Their landing page builder is not 100% customizable, so it’s clear they don’t specialize in landing page creation. Even their marketing hub page identifies the software as an all-in-one.
Pros:
Pairs well with best in breed point solutions
Directly integrates with Hubspot’s other tools
Add live chat and bots to pages
Ad management
Cons:
Offers too much to be a powerful landing page platform
Must be a paying HubSpot customer to use the landing page builder tool
Mobile optimization (with free and starter plans) has limited features
No ad-to-page mapping
Making mass changes to groups of landing pages is not available
A/B testing unavailable with Starter plan
Pixel-perfect landing page designs not available
Hierarchical teams only available with Enterprise
Lacks AMP functionality
No easy way to scale landing page production
Pricing:
$40/month for Starter
$800/month for Professional
$3,200/month for Enterprise
14. Marketo
“Best-in-class marketing automation software.”
Marketo is named a leader in CRM lead management by Gartner, but there’s no mention of landing page building on the homepage. They identify themselves as a marketing automation solution, but advanced landing page creation capabilities are non-existent.
Pros:
Audience segmentation & targeting
Advanced dynamic content and personalization
Intelligent cross-channel nurturing
Cons:
Ad-to-page mapping not included
Streamlined automation only with Ultimate and Enterprise plans
G2 Crowd reviews say there’s a lack of report customization
No AMP functionality
Scaling landing page production is challenging
No heatmaps
Pixel-perfect landing page designs not available
Pricing:
Four plans: Select, Prime, Ultimate, Enterprise
Pricing for all plans based on features included and database size
15. Mailchimp
“All-in-one integrated marketing platform for small business.”
Self-identifying as an all-in-one platform automatically classifies Mailchimp as not being a robust landing page creation tool. Since they are not a dedicated landing page builder, the software doesn’t include as much customization as Instapage or other alternatives–but does contain basic landing page creation with all plans.
Pros:
Landing page creation with all plans
Shoppable landing pages
Custom domains available with all plans
Easily tie landing pages to a MailChimp campaign
Cons:
Not a dedicated landing page builder
No AMP landing pages or heatmap functionality
Scalability and team collaboration do not exist
Two-way syncing Google ads to pages is not available
Lacking personalization features and pixel-perfect designs
Multivariate testing only with the Premium plan
Custom coded templates only offered with Standard and Premium plans
MailChimp branding on pages made with a free account
Only some automation with Free and Essentials plans
Pricing:
Free plan available
$9.99/month for Essentials
$14.99/month for Standard
$299/month for Premium
16. Pardot
“Powerful B2B marketing automation.”
Pardot focuses primarily on B2B, not B2C. As part of the Salesforce ecosystem, they also present themselves as a marketing automation platform instead of a robust landing page builder.
Pros:
Integration with Salesforce
Success specialist team with all plans
Fully customizable URLs
Cons:
Pixel-perfect landing page designs not available
No AMP functionality
Creating personalized pages at scale is very difficult
Third-party reviews highlight software is too advanced for small businesses (better for agencies/organizations with dedicated sales teams) because users must know coding
Only 50 landing pages with the Growth plan
Multivariate testing only available with Plus and Advanced plans, or with a Growth plan for an additional cost
No dynamic content with the Growth plan
Google Ads integration is not available with the Growth plan
Pricing:
$1,250/month for Growth
$2,500/month for Plus
$4,000/month for Advanced
17. Wix
“Free website builder.”
Wix is a very well-known website builder, and since landing pages should be standalone pages from your website, this option is not a complete solution. Their software certainly is not designed for robust landing page creation and optimization.
Pros:
Unlimited bandwidth on all plans except Combo plan
Custom domains with all eight plans
Unlimited pages
Cons:
Landing page creation is not the main focus
No AMP page creation
Lacking heatmap function or A/B testing
No personalization for landing pages
Scaling page production is not included
Making mass updates to pages instantly is not an option
Designs are not 100% pixel-perfect customizable
Pricing Website:
$13/month for Combo (personal use)
$17/month for Unlimited (entrepreneurs & freelancers)
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