Instapage Vs Unbounce Comparison – What Are The Differences?

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You might be thinking: Instapage vs Unbounce, which is better for my business? Both services are well-known for their applications as landing page builders. 

But how exactly do you choose the right one? 

In this article, I’m taking you an in-depth look at both applications to help you decide which would suit your business more efficiently.

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What is the main difference when you compare Instapage vs Unbounce?

Despite their popularity, both platforms cater to a different set of users. Just because you hear the words landing page creator doesn’t mean they’re all the same. In fact, I’m sure you’ll find that some choices are more suitable than others. 

Instapage vs Unbounce

For example, Unbounce is better suited if you want to be able to customize your landing pages more extensively

On the other hand, Instapage is a good option if you’re looking for a basically all-in-one landing page builder that costs marginally more.


When looking at both platforms, there are several things you need to consider before you make a decision.

Template options

Arguably, Unbounce offers slightly more template options. There are currently over 100 high-quality, conversion-geared templates to choose from. 

What do you mean by geared towards conversion?

Basically, the reason why Unbounce is named the way it is, is because of the fact that its designs are professionally created and tested to entice your audience into making a purchase.

But more than that, Unbounce minimizes your page bounce rates to help you rank better. Search engines like Google hate it when your webpage has a high bounce rating. 

Unbounce templates

Lowering that statistic and making sure each view is accounted for and basically making the most out of each visitor on your pages also means you’re getting the best value for the money you spend. 

That’s nearly $100 in subscription fees accounted for each month. 

What about Instapage? 

That’s not to say that IP is a bad option. Like I said, it’s quite an all-around platform. 

It currently has 90 template options for various niches. Like UB, they’re optimized for mobile devices which means you don’t have to manually rearrange elements to make sure it fits or loads properly on smaller screens. 

instapage templates

Summary: Basically, UB has better-quality choices. But IP isn’t too shabby either. They’re both good when it comes to template options that are mobile-responsive and include AMP options. However, Unbounce comes with a slight advantage thanks to its high-conversion capabilities and larger library.


I can’t for sure say that one is better than the other when it comes to pricing since that is entirely subjective to how much you’re willing to spend for what a service offers. 

However, I have to mention that if you want a more affordable option, Unbounce’s plans start off at a lower price tier compared to its competitor.

That said, it is possible to surmise that the extensive feature set and overall user interface Instapage has to offer is well worth the nearly $150 starting price. 

So, what do I recommend?

I think it’s important for you to take a good, long look at your business before making a decision. Here are some questions you need to ask yourself first:

  • Can I afford to spend x amount of money for a few months in case I don’t start seeing any profit yet? 
  • Does the feature set agree with what I want to do for my company? 
  • Am I paying for features I don’t really need?

Once you’ve answered all these questions, you’ll have a clearer view of which platform will be more profitable and suitable for your company. 

Summary: Overall, the cost factor is entirely dependent on the scope of your business and the feature set you need. However, Unbounce definitely is more affordable when it comes to starter plans. That said, Instapage offers plans for larger enterprises who need more than 20k monthly views.

User interface

I’m not gonna lie, Instapage is one of the fastest landing page builders in the industry. It’s the reason why it’s called what it is after all. It allows you to create campaign pages in an instant. 

Its editor is quite basic and simple, but offers a good amount of customizations. It’s great if you’re looking for a beginner-friendly software that’s streamlined and easy to navigate. 

Instapage landing page builder

Of course, that isn’t to say that Unbounce is lacking when it comes to user-friendliness. In fact, it’s the exact opposite. 

Where IP is a good option if you want a simpler tool, UB thrives in allowing you to use more advanced features when necessary.

Of course, this means there’s a significant learning curve for the more high-tech features. However, it also means there’s more room for customization. 

Summary: It all depends on what your priorities are. If you’re looking for a simpler tool designed for beginners, Instapage is a good option. However, if you’re more tech-savvy and like to make custom adjustments, Unbounce might be more suitable for you. That said, both services are well-organized and easy to navigate.

Lead generation capability

When it comes to generating leads through pop-ups, or collecting leads in general, it’s hard to beat Unbounce. 

After all, one of the main reasons users subscribe to the platform is because of the reduced bounce probability. 

That’s exactly why UB’s feature set that encourages conversion and lead capture will always be my top choice

I like how they’re fully customizable so you can adjust everything according to your branding. Furthermore, the exit intent blockers help you keep possible leads on your page longer which gives you more time to convince them.

unbounce popups and sticky bars

On the other hand, I can’t exactly say that Instapage impresses me when it comes to this aspect. 

But it’s not too disappointing either. Like I said before, it would depend entirely on what you have envisioned for your business.

I like how IP’s editor is simpler and more straightforward which means it’s faster to build pop-ups

However, there’s nothing hindering your audience from leaving at any time which significantly reduces your lead capture chances. 

Summary: Unbounce’s higher conversion rates are an overall more ideal option in my honest opinion. However, if you’re looking for a simpler tool, Instapage might be the better option for you. Keep in mind though, that UB is significantly cheaper than IP.

Pros and cons

Now that we’ve taken a quick crash-course on what makes both platforms different, let’s take a look at their benefits and drawbacks.


Unbounce is best known for high conversions and low bounce ratings. This makes it ideal for marketers and business-owners who want to make the most out of their money and have more control over their content without risking its optimization.


  • Its pixel perfect builder allows you to make precise adjustments to the elements on your screen. This means you’re not confined to grids and don’t have to settle for slightly misaligned text or fields.
  • The pop-up and sticky bar editor is easy to use, and is optimized well for generating and capturing leads. 
  • Its template library has over 100 options. It’s also known for high-converting designs that lower your bounce ratings and increase your chances of making a sale.
  • It has a DTR (dynamic text replacement) feature that helps you get better results from PPCs.
  • Its customer support is easy to reach, eager to help, and there are multiple avenues to reach them 24/7.


  • Split A/B testing isn’t available on the basic plan.
  • Its feature set is a bit lackluster, but it also explains why it’s more affordable.
  • The editor is not the most user-friendly and would require a learning curve. You might prefer a different interface altogether if you aren’t interested in pixel perfect adjustments.
  • You can’t use the A/B split testing feature for existing pages that have been created outside of the service

As you can see, Unbounce certainly has its own merits and drawbacks. For one, I like how you’re able to utilize its pixel perfect adjustments to your brand’s advantage. It’s also interesting to me that what little cons it has isn’t really a deal breaker in most cases. 

That said, it’s certainly not for everyone. And I understand if you’re not too keen on what it can offer. 


Now that you’ve taken a quick look at Unbounce’s potential and misgivings, it’s time to take a look at what its competitor has to offer. 

As you may be aware of now, Instapage is one of the quickest ways to build a landing page. It certainly lives up to its namesake. However, I have to admit it isn’t perfect. Keeping that in mind, let’s weigh in on its good points and unbecomings. 


  • Its editor is very easy to use and user-intuitive. Even the most basic beginner will be able to navigate it in under 5 minutes.
  • The template library is extensive and offers a good selection of niches
  • The pages are mobile-optimized for lightning-fast loading speed
  • The A/B split testing feature is easy to use 
  • There are several integration options on the platform
  • You need absolutely no technical knowledge to utilize it


  • It’s quite expensive even with the base plan
  • Dynamic text replacement is unavailable
  • You can’t build entire websites on the platform
  • The drag and drop builder is somewhat too simple
  • The editor is too limited

Considering its price, it’s understandable why many are hesitant to jump into the service. However, it’s important to note that Instapage is built for a very specific audience. 

who is instapage for

It’s dedicated to helping you build landing pages in a few minutes. And not only that, the end results are well-optimized, encourage great lead capture rates, and require absolutely no technical skill. 

Of course, there is the matter of its cost, and the limited feature set including the - albeit too simple, editor. That said, it’s hardly a problem at all if what the platform has to offer suits your needs perfectly. In fact, it’s even more of a reason to subscribe to the service if only because it doesn’t have tools you won’t have any use for. 

Features: what do they offer?

When it comes to making a decision, one of the biggest factors is the set of features that come with a subscription. 

Of course, you don’t want to feel limited to only a handful of ineffective features. But you also don’t want to pay for features that are mediocre. 

Below, I’ve taken the time to test out some of each platform’s key features. Read what I have to say and make a decision for yourself of whether it would suit you and your ventures or not.

After all, it isn’t an Instapage vs Unbounce comparison if we don’t look at their individual features.

Unbounce features

Despite the fact that UB has more than just a handful of tools at its disposal, I’m not going to waste your time by talking about all of them. Instead, I’ll talk about the top features this software has to offer. 

Keep in mind that these observations are based entirely on my experience working on the platform. You may come to a different conclusion otherwise, but these are my honest opinions.

Pixel Perfect Builder - to start with, you’re able to make exact adjustments to any element you add to the editor. Pixel perfect adjustments mean you don’t have to rely on grids that may limit your creativity or sometimes lead to off-center placements that look unprofessional to say the least. It also minimizes the risk of overused templates since you’re better able to customize each element to fit your brand. 

unbounce landing page preview
  • There are virtually no limitations to the way you can add your branding on the platform. 
  • You can clone and edit your most successful campaigns to reuse them.
  • There are over 100 conversion-optimized templates to choose from in the library.
  • You have the option to copy and paste elements from other pages so you don’t have to rebuild from scratch.
  • The WordPress plugin allows you to publish your landing pages directly to the WP platform within minutes.

Dynamic Text Replacement - the DTR tool - as I like to call it, basically allows you to build entire paid campaigns that are fully optimized with keywords that your target audience normally use. The dynamic text replaces certain text blocks that you select and automatically changes it to optimized keywords which will increase your brand’s visibility.

  • This allows your landing pages to show up on search engines.
  • You can combine it with Google’s dynamic keyword replacement feature.
  • It’s a fully automated process and you can even pre-select existing and recurring keywords.

SmartTraffic - this AI tool is one of Unbounce’s best offerings. What it does is it redirects each web visitor to the right pages that would most likely lead to a conversion. For example, you have five variations of the same landing page. One may work well for a certain group - say if they were in a certain geographic location, while the other might work better for someone with slightly different interests. The algorithm determines this for you and automatically brings each viewer to the page that best suits them. 

Unbounce smart traffic
  • The Artificial Intelligence program starts optimizing and redirecting at around 50 web visits. This means you don’t even have to work towards gaining hundreds of views before you can make use of it. 
  • This feature is a type of split testing tool when used correctly. The dashboard shows you which variations are the most successful and will allow you to make adjustments to your campaign according to such observations.
  • It has the potential to raise your conversion rates up to 20% or at the very least, help you more easily identify the best landing page copy to use so you can apply a better strategy.
  • The feature is unique to Unbounce which shows just how innovative the software developers are.

AMP landing pages - with most of the world on mobile devices 24/7, it would be foolish to think  that mobile-optimized campaigns should be ignored. In fact, any platform worth its salt will automatically convert your pages to suit a number of devices. After all, if you want the best reach you need to make sure you account for every facet of your audience. UB not only makes sure your pages look great on a smaller screen without needing manual rearrangement, but it also makes sure your page loads fast, and without any issues. 

  • Slow-loading pages are one of the biggest factors that affect conversion rates. Unbounce guarantees fast loading speeds across all devices.
  • All templates in the library are AMP optimized. This means you don’t have to manually do it or hire a developer to do this for you.
  • The platform automatically updates existing pages to comply with AMP standards. This removes the hassle of having to make adjustments to your code so it isn’t outdated.
  • Loading speeds can be reduced to just one second on the server.

Instapage features

Now that you’ve had a look at what Unbounce has to offer - well some of it. It’s only fair to take a look at what makes Instapage worth your time and - in some ways, unique. 

Like I said earlier, I’m not going to waste your time by reviewing all of the tools you’d have at your disposal. There are simply too many to go into too much detail about. 

Instapage ab split testing

Instead, let’s talk about the top tools that I think merit your attention. 

CRM Applications - although I have to say this is a VERY basic tool since it only allows you to send one email to your leads and that is immediately after they sign up, I still think it’s a relatively good idea to add into the feature set. Sure, it isn’t the best. But at the very least, you’re able to send out confirmation emails without relying on a third party integration to do it for you.

  • It’s great if you don’t really need to send more than just a confirmation email to your leads. However, it can be considered unnecessary especially if you end up using a third-party application. 
  • It’s fairly easy to set up and won’t take more than just a few minutes.

Customizable Fonts - there are over 5000 available web fonts to choose from in the library. This means you’re able to set a concise look throughout your pages and sites by choosing fonts your brand is known for. This sense of coherence and unity will make your pages stand out and look more professional and put together despite the fact that you don’t need to hire anyone to develop it for you. 

Lightning-Fast Landing Pages - one of the biggest advantages Instapage has over its competition is how quick and easy you’re able to build professional, conversion-optimized pages without needing the help of a coding or development expert. It all takes less than an hour to set up and design a page. But more than that, they also load fairly quickly which minimizes the risk of losing potential leads to slow-loading links.

instapage instablocks-global-blocks
  • There are over 100 designs on the template directory that can cater to various niches. You can use them and customize them as you please to fit your brand.
  • It only takes as little as five minutes to set up a landing page and publish it if you’re really in a hurry to create one.

Drag and Drop for Beginners - the builder itself is very user-friendly and easy to use. You won’t have to worry about spending hours trying to learn how to use it, and what’s more: you don’t need to learn a single line of code to build your pages. The element blocks and grid-style editor allows you to easily select widgets, design blocks, and other aspects and simply drag them into the part of the page where you want them to be. 

  • The builder is easy to use and is a great tool if you have no background in web or page design. There are several templates you can choose from and you can customize them to fit your brand’s identity specifically.

How much do they cost?

As I mentioned before, both platforms are quite different when it comes to how much they charge for their services. On the one hand, Unbounce is cheaper. But another factor you might want to consider before choosing the cheaper service is the fact that Instapage caters to a different audience

It all ultimately boils down to your needs and capabilities of paying for the services you need. Take a look at a quick comparison of their hierarchies below.

Unbounce pricing and plans

What makes UB a great option for startups is the fact that it’s more affordable compared to its competitor. However, it also comes with a learning curve. Price-wise, I think it’s important to give the 14-day free trial a whirl before you decide which of the four price tiers you’ll subscribe to. 

There are two billing choices: annual or monthly. With the annual cycle, you’ll be charged 20% less on the whole year compared to monthly payments. 

Unbounce Pricing Plans

The Launch Plan costs $64 each month. You get up to 500 conversions, 20,000 visitors, and 1 domain on this subscription. 

Optimize charges $96 each month. It comes with all the features of the previous plan plus split A/B testing, Smart Traffic, and more. You also get a maximum of 1,000 conversions, 30,000 visitors, and up to 3 domains. 

At $160 a month, the Accelerate plan packs AMP pages, and increases the limits to your subscription. This means you can get up to 40,000 visitors, 2,000 conversions, and 7 domains.

Finally, Scale gives you access to a huge bandwidth plus 3,000 conversions, 50,000 site visitors, and up to 15 domains. 

Keep in mind that all plans also include:

  • Unlimited landing page creation
  • Unlimited pop-ups
  • Unlimited sticky bars

If you want to get a better deal, entering a referral from a friend gives you an additional 20% discount for your first three months.

Instapage pricing and plans

Instapage offers only two plan options - one with a fixed rate, and one with a customized rate. It’s quite expensive considering its main market is beginner page builders. However, with the feature set it comes with, it’s hard to say it isn’t worth it. 

You can choose between an annual and monthly billing cycle. Of course, if you opt for annual, you’d get a 25% discount on your total bill. The platform also offers a 14-day free trial you should look into before making a commitment. 

Instapage pricing plans

The Business plan costs $199 each month on a monthly billing period. It comes with the following features:

  • Unlimited conversions
  • Instablocks
  • Thor Render Engine
  • Postclick score
  • AdMap
  • Multi-step forms
  • Server-side A/B testing
  • Heatmaps
  • Conversion analytics
  • Dynamic Text Replacement (DTR)
  • Third party integrations
  • SSL encryption
  • GDPR compliance
  • Google SSO (single sign on)

Your next option is a custom plan you will have to reach out to customer service representatives to set it up, but it shouldn’t take more than two days. Depending on your needs, you get access to everything on the business plan plus:

  • Enterprise SSO 
  • 1:1 Ad to Page Customization
  • Real time visual collaboration
  • Editable global blocks
  • AMP pages
  • Direct lead bypass
  • Audit logs
  • Ad spend conversion attribution
  • Page migration
  • Dedicated launch specialist
  • Customer success manager
  • Implementation of custom features

Instapage vs Unbounce: which is better?

To be fair, it depends entirely on what you and your business needs. For example, I prefer Unbounce for its pixel perfect builder and the fact that you’re able to build more customizable pages on the platform. 

However, Instapage’s new Thor engine is also a force to be reckoned with. I’m just a bit iffy about how much it costs especially if you’re just starting out. 

In all honesty, I don’t think one is better than the other. It simply depends on the services you need and how much you’re willing to pay for them. So make sure you choose wisely.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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