Landing page tools come in all shapes, sizes, and prices.
Though we may not want to admit it, after almost a decade of conversion rate optimization (CRO) and landing page design, we’ve concluded that when it comes to creating, editing, publishing, and testing high-converting landing pages, you’re only as good as your tools.
In this article, we’re going to explore our 18 favorite landing page tools.
To make it more digestible, we broke our list into five subcategories, each with their own respective set of tools:
- Landing page builder tools
- Landing page A/B testing tools
- Landing page optimization tools
- Landing page form optimization tools
- Landing page user experience tools
When you’re finished, you’ll have a Christmas list of tools that you can pick and choose from to help you create and optimize a great landing page.
Everything you need. Promise ;)
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Landing page builder tools
For most of you reading this, a good landing page builder is all you’ll need to get started with designing, editing, publishing, and testing landing pages.
Not only do landing page builders come with a library of templates to kickstart your inspiration, but they also feature an easy drag-and-drop visual editor (for non-designers), one-click custom domain publishing (so you don’t need to keep bugging your web developers), A/B testing capabilities, and mobile responsive designing.
Good news: We wrote an entire article that reviews our nine favorite landing page builders (each for a different use case). Check it out: The 9 Best Landing Page Builders, Reviewed.
But for now, let’s quickly review our top five (for more details, check out the article):
- Unbounce: Best all around
- Instapages: Easiest all around
- Leadpages: Most affordable all around
- Hubspot: Best free landing page software
- Shogun: Best ecommerce landing page builder
Ok, what could possibly be easier to use than a drag-and-drop landing page builder that requires zero knowledge of code and doesn't require IT support to publish the page?
If you’re a marketer first, designer/web developer/coder absolute last, use Unbounce to build your landing pages.
Unbounce landing page builder is by far the best all-around page builder, and it includes features like:
- Over 100 high-converting landing page templates
- Drag-and-drop visual editor
- Popups and alert bars
- A/B testing capabilities
- Custom HTML/CSS option
- Dozens of integrations
- Custom domain publishing
- AI-powered copywriting and design recommendation tools
Pricing: Starting at $81/month billed annually, $90/month billed monthly.
Instapage offers a similar suite of landing page tools as Unbounce, minus the AI.
What do we love most about Instapage? It’s even easier to use than Unbounce (which is super easy to use).
How? Instapage has a feature called Instablocks that lets you design and save blocks of content that you can reuse again across different landing pages. It makes scaling design easy.
Pricing: Starting at $199/month.
Leadpages is the most affordable “all-around” drag-and-drop builder.
It offers a similar set of features as both Unbounce and Instapage, with one special feature we absolutely adore: Checkouts.
With Checkouts, you can build landing pages that also sell services, accept recurring payments, and deliver digital products.
Bonus: Unlike other landing page creators, Leadpages comes with a full website builder as well.
Pricing: Standard plan starting at $37/month. Pro plan starting at $74/month
Everyone knows Hubspot for its marketing automation and CRM tools.
But did you know they have a landing page builder too? And it’s totally free.
Like anything that’s free, it’s obviously doesn’t rival the aforementioned page builders. But if you want something simple and free, albeit limited (especially to experiment with), Hubspot is your fix.
Shogun is the new kid on the block when it comes to page builders. But unlike other page builders, Shogun is built for eCommerce shops, namely Shopify, BigCommerce, and SalesForce Commerce Cloud.
Like the tools we already mentioned, Shogun also makes landing page creation, launching, and testing super easy. Only this time, it’s for your product pages, not your service pages.
Pricing: Basic plans start at $0-$999/month.
Landing page A/B testing tools
A/B testing is a way to test changes to one or more elements on a single landing page. And there’s no better way to increase conversions than by testing different versions of your lander.
If you’re a small to mid-size business on a tight budget, best to stick with a landing page builder who also offers A/B testing capabilities.
Builders don’t offer the most robust set of features (not even close), but they can still get the job done (albeit slowly and less precisely).
However, if you’re more serious about A/B testing your landing pages and need some power, scale, and speed (and have some money to spend and a developer to help you manage the technology), these tools will take your landing pages to the next level.
- VWO (Visual Website Optimizer)
6. Optimizely (for enterprise only)
First things first, Optimizely is for enterprise clients only.
Why? Because it’s really expensive.
Back in the day, Optimizely used to offer a free plan and lower-tiered option, but not anymore.
The reason why it still made our list is that it’s an incredibly powerful tool for enterprise brands and eCommerce stores who are serious about A/B testing landing pages (or web pages) at scale with speed.
Think of Optimizely like A/B testing on steroids; it uses AI to move fast, test new features, and personalize touchpoints. Heck, it even lets you import data from other sources to better understand user behavior and run exclusion tests so you can run multiple experiments at once on the same page.
Convert is one of the fastest A/B testing tools on the market.
Think of Convert as a more affordable alternative to Optimizely: similar features, similar results, less expensive.
How does it work? Convert integrates with your existing website platform (like an exo-layer), and allows you to make edits on top of your website using their editor, then test those changes to see which performs better. Some developer expertise is required to get set up and test though.
Bonus: Convert is known for its world-class customer support.
Pricing: Starting at $699/month and up.
8. VWO (Visual Website Optimizer)
VWO is best known for its A/B testing tools, but they offer a full suite of optimization tools in addition to their A/B test and split tests, like session recordings, heatmaps, and form analytics.
Honestly, it’s one of the best all-around tools for optimizing landing pages.
Like Optimizely and Convert, VWO also integrates with your CMS so you can make edits to landing pages without disrupting your code or needing a developer. Just use their point-and-click editor to make changes and voìla.
What do we love most about VWO? SmartStats. Using Bayesian statistics, VWO offers one of the fastest and most accurate predictors of which version of your landing page will perform best.
Bonus: You can actually use VWO within Unbounce’s landing page builder too. It’s not a direct integration, but there’s a workaround. Read more here.
Pricing: If VWO lacks anything, it’s simple pricing. But that’s because they let users combine whichever products they want (and they have quite a bit of products). For accurate pricing, you’ll need to schedule a sales demo. However, last we checked, they offered a starting plan at $199/month and up.
Landing page optimization tools
A/B split testing requires a bit of advanced landing page expertise. But collecting landing page user data doesn’t.
Why? Because an entire industry of conversion optimization tools exists that can help you do just that: analyze real users as they interact with your landing pages and collect actionable feedback so you can make improvements.
What are some of our favorite landing page optimization tools?
- Google Analytics
9. Wynter (message testing)
Our good friend, Peep Laja, founder and CEO of CXL, recently launched a buyer intelligence tool called Wynter—and it’s awesome.
Wynter gives you the tools to run real message tests to real panels of target customers so you can optimize your landing page messaging before it goes live.
With Wynter, you can find out which messages resonate best with which customer segments, which offers people prefer most, and which pain points people identify with over others.
Pricing: Wynter lets you use their platform for free if you recruit your own audience of panelists. Otherwise, the tool starts at roughly $80/month (paid annually).
10. Hotjar (heatmap tool)
Hotjar offers a full suite of conversion optimization tools like heatmaps, session recordings, visitor surveys, and real-time feedback widgets.
Not only can you use Hotjar to see how visitors interact with your landing pages, but you can ask them how they feel, too.
Though we love all of their tools, we especially love their heatmap feature.
Heatmaps visually represent where people click most on your landing page. You can use them to see which parts of your landing pages get the most attention (and which don’t), analyze behavior pre-and-post-A/B testing to see which variant performs best, and compare desktop vs. mobile landing page user experiences.
Want to test out their heatmap tool? They offer a free trial, but you can check out a live version of their heatmap on their heatmap product page: Heat map live demo.
Pricing: Hotjar offers a free version with limited views, then the price goes up from $39/month to $389/month.
11. UserTesting (screen recordings)
UserTesting is a video-first content optimization platform that leverages real-time screen recordings of both your visitors and your landing page. It’s incredible.
UserTesting actually records users in the real world (through their camera), so you can monitor their facial expressions, see visuals of their experience, and learn from their real-world interactions with your landing pages. You can even engage with a panel of testers through a live conversation feature.
If you want a quick way to get real customer feedback about your landing pages, UserTesting is your best friend.
Pricing: UserTesting isn’t for everyone (it’s really expensive). Though you have to reach out to a sales rep to get accurate pricing, plans start in the thousands of dollars per year.
12. UserBrain (screen recordings you can afford)
Think of UserBrain as the more affordable (and simpler) alternative to UserTesting: the same type of tool, the same type of effectiveness, but with a little less robustness.
Good news: For the average small business or medium-sized business, UserBrain will fit your budget.
Like with UserTesting, you can tap into UserBrain’s audience of testers or bring your own, and see and hear real people interacting with your landing pages.
Pricing: Pricing starts at $99/month if you invite your own testers, $35/tester if you use their testers (we recommend using 30 testers at least), or $690/month for ongoing testing (30 of their testers, 30 of yours).
UsabilityHub is a tool that lets you run similar tests as Wynter, but for your landing page design, not messaging.
Some of our favorite tools include:
- Preference testing to find out which landing page designs users prefer best and why
- Five-second tests to measure comprehensibility and first impressions
- Prototype tests to see how real people navigate your landing page mockups before they go live
- Design surveys to collect feedback on images, videos, and more
Good news: UsabilityHub has an entire library of real test results and data that you can browse.
Pricing: Plans start at $79/month and up.
14. Google Analytics
Last, but certainly not least, Google Analytics (GA).
Not only is Google Analytics free, but it provides a litany of valuable insights that help you better understand how visitors interact with your landing pages, including:
- Bounce rate
- Conversion rates
- Goal completions
- Time on page
- New vs. returning users
- Page speed
- Behavior by device (desktop vs. mobile vs. tablet)
- Performance by channel (social vs. PPC vs. email)
Our favorite GA tool? Goals.
Any landing page builder worth its salt will track conversion data for you. But that conversion data doesn’t attach to visitor data, like which channel they came from or which PPC keyword they used.
With GA Goals, however, you can easily track conversions by channel, campaign, keyword, and more.
Further reading: Google Analytics Goals: A Guide To Choosing The Right Goal
Pricing: 100% free.
Landing page form optimization tools
Landing pages come in two different types:
- Click-through pages: Instead of a form, visitors click on a button to reach their conversion goals, like a checkout page or free trial signup.
- Lead-capture page: Lead generation pages with forms to capture lead information.
For the latter, since adding and subtracting form fields can cost you serious conversions, it’s best to test your forms like you would test your designs: all the time.
Below is a list of our top three favorite form analytics and optimization tools:
Zuko (formerly Formisimo) is a form analytics platform that plugs directly into your landing page forms.
With Zuko, you can A/B test form fields, see where people abandon your forms, see which fields take the longest to complete, track changes in conversion rates over time, and so much more.
Bonus: Zuko integrates directly with Optimizely, Google Optimize, and Convert.
Pricing: Starting at $140/month.
Think of Mouseflow as the more affordable alternative to Zuko.
Along with form analytics, Mouseflow also includes heatmaps, session replays, and user feedback tools.
What makes Mouseflow so great? It integrates directly with major landing page builders such as Unbounce and Instapage, major email marketing software such as Mailchimp and ConstantContact, and even CMS such as Wix, Squarespace, Drupal, and WordPress.
Pricing: Free plan, then starting at $24/month.
Landing page user experience tools
Last, but certainly not least, user experience (UX) tools.
Like your website, your landing pages need to provide a quality user experience too, mainly in the areas of page speed and mobile-friendliness.
The double whammy—there’s nothing that plummets conversion rates like a slow page speed on mobile.
In fact, conversion rates can drop 20% for every second slower your mobile page loads.
User experience and functionality matter. A lot.
Thankfully, Google has two free tools (traditionally used for SEO) that will put your UX to the test, literally:
- Google Pagespeed Insights
- Google Mobile-Friendly Test
17. Pagespeed Insights
Simply plugin in your landing page URL, and hit “Analyze.”
Google will spit out a massive report on mobile and desktop load times, along with details about where you can make improvements to increase page speed.
Note: Pagespeed Insights tests one page at a time. If you want to see how multiple landing pages fair at once, you can check the “Site Speed” tab in Google Analytics.
18. Mobile-Friendly Test
Using Google’s Mobile-Friendly Test tool, submit your landing page URL then hit “Test URL.”
If your landing page passes the mobile test, Google will tell you. If it doesn’t, they’ll make recommendations for how you can improve it.
These tools didn’t make our top list, but they’re worth a gander nonetheless.
- Elementor (for WordPress users with no developer skills)
- Landingi (oldie but goodie page builder)
- Getresponse (landing pages + full marketing platform)
- Google Optimize (100% free A/B testing, but you’ll need some tech help)
- RocketContent (for interactive landing page experiences)
- Formstack (for form optimization and analytics)
Closing the tool box
When it comes to creating and optimizing landing pages (and the marketing campaigns that drive traffic to them), a digital marketer is only as good as the tools at their disposal.
I wish it weren’t the case, but it’s true.
Without the right suite of tools, you’ll never have the resources, technology, or time to scale landing pages efficiently or run tests accurately.
Luck for you, with just a few of the software tools we mentioned in this article (and a bit of a learning curve), you can get the job done.
Whether you're a startup, solo entrepreneur, small business, or enterprise, there’s a tool for you.
P.S. Did we forget your favorite landing page marketing tool?
If so, hit us up on social media. We want to know—otherwise, happy experimenting 🧑🔬