Instapage vs Leadpages: Which is Better? [2023 Review]

Landing page builders help developers and marketers create awesome user experiences and achieve greater conversions. And when it comes to those two functions, few services do it as well as Instapage and Leadpages. For that reason, I’ll attempt to clear up the Instapage vs Leadpages debate to help you decide which one’s better for your business.

Both services are arguably the best services for building captivating landing pages.

Both Instapage and Leadpages allow you to build and test landing pages while implementing various conversion solutions and boosting time-to-launch.

However, choosing between the two can be difficult, especially in 2021, when both services have tools that can really benefit landing page design.

To clear the air on which is the more viable option, in this article, I’ll compare the two services in terms of:

  • Product overview
  • Core features
  • Pricing plans
  • Comparative pros and cons

Towards the end, I’ll give my verdict on which landing page tool is the best for design and overall conversion rate optimization.

Let’s jump right in.

Instapage vs Leadpages [At a Glance]

Before discussing the specific features of each service, let’s take a look at what the services are and what products they offer.

What is Instapage?

Instapage is an all-in-one landing page building tool and optimization platform.

The service functions as a complete post-click experience developer and offers various products for landing page design, CRO, ad campaign tracking, and more.

Instapage integrates with various third-party tools such as Facebook, MailChimp, HubSpot, Google Ads, and Salesforce. This allows you to unify email marketing and advertising features on to a single landing page creation platform.

Overall, Instapage is the perfect solution for several conversion optimization and advertising needs.

What is Leadpages?

Leadpages is a landing page creation and optimization that features various opt-in and lead generation tools.

The gives you two options for landing page creation—the legacy editor which features traditional design controls and a much simpler drag-and-drop editor that was released in 2016.

Aside from landing pages, Leadpages lets you build entire websites using the Leadpages builder. It also integrates directly with ads, enabling you to create ads based on your landing pages within the builder itself.

Overall, Leadpages is a full-suite landing page builder that helps you unify landing page and website design.

Instapage vs Leadpages: Core Platform Features in 2023

Both tools have a set of features that make them useful for modern landing page design. Let’s take a quick look at the basic features of both platforms to see where each stands.

Core Features of Instapage

Here are some of the fundamental features you’ll find in Instapage.

  • Pre-hosted Landing Pages: Instapage hosts your landing pages and makes it easy to run on your domain via a dedicated plugin.
  • Free Templates: Choose from over 200 free templates or purchase more through Envato.
  • Extensive Integration: Sync your landing pages to CRMs, email marketing services, and more.
  • Freeform Drag and Drop Editing: Create full landing pages via a flexible, grid-free drag and drop editing framework.
  • Streamlined Split Testing: Quick and easy A/B testing feature lets you optimize your landing page designs much more efficiently.
  • In-built Analytics: An included analytics feature provides valuable data and connects with various third-party services for advanced data, such as heatmaps.
  • Collaboration Tools: A host of collaboration tools make it easier for teams to work together on creating an effective landing page.

Furthermore, Instapage has a smart collaboration feature that allows team members to comment on specific page design elements.

Core Features of Leadpages

Here are some of the fundamental tools you’ll find in Leadpages.

  • Full Website Builder: Freeform drag-and-drop editor that lets you create or redesign a full website based on tested landing page design.
  • Alert Bars: Create eye-catching notification alert bars to promote services and offers, as well as grow your lead list.
  • Two-step Opt-ins: Boost overall conversion with Leadboxes (quick opt-in feature) and sign more subscribers up with Leadlinks (link signup feature).
  • Diverse Integrations: Connect to your preferred payment gateways, webinar tools, publishing platforms, CRM, and more.
  • Detailed Analytics: Connect to third-party analytics services or view detailed analytics data within your dashboard.
  • Website Integrations: Publish landing pages directly to your website through a  plugin or via HTML.

Additionally, Leadpages lets you set up split testing in fewer steps. This lets you optimize your landing pages faster.

Instapage vs Leadpages: Product Overview

Let’s take an in-depth look at the product features of both services and compare their functionalities.


Instapage has a ton of tools that it offers as ‘products’ under the Instapage umbrella.

The products offer a range of functionalities—from page creation to split testing. All of these products contribute to creating a full-suite automated conversion solution.

1. Page creation

The main Instapage tool is ‘Creation.’ It lets you build eye-catching, cross-platform, brand-specific post-click experiences.

The Creation tool leverages ‘page blocks,’ which are the various visual elements on a landing page, to design high-converting pages. The drag-and-drop editing facility lets you create a full page without having to write any code.


Additionally, the proprietary Thor Render Engine™ builds pages that open super-fast on both PC and mobile.

2. Personalization

With Instapage, you can personalize the post-click experience for any type of audience through dynamic landing pages.

The text replacement feature lets you modify the messaging on the fly to target the right people at the right time.

Personalization in Instapage looks at data on the visitor level, though parameters such as keywords, demographics, etc. It also uses UTM parameters to create the perfect landing page based on where the visitor landed from.

All of the above results in massive lead generation and conversions.

3. AdMap

The AdMap tool enables you to create a visual representation of your campaign through smart ad-mapping.

It allows you to link existing ads to relevant landing pages. You can even link your other ad accounts to AdMap for a broader view of your currently running campaigns.

Additionally, you can see how effective your personalization efforts are with Postclick Score™, which takes your visitors, of ads, total experiences, and conversion rate into account.  


What’s really great about this is that you can do all of the above from a single, streamlined dashboard.

4. Experimentation

Instapage has its own split testing capabilities that let you test out innovative new post-click experiences.

Leverage testing data, analytics, and heatmaps to discover opportunities, learn, and deliver high-conversion experiences to all visitors.

5. Collaboration

With the Instapage collaboration suite, you can streamline your conversion campaigns.

It works just like an built-in team collaboration software.


You can share feedback, track workflow, and request edits from any relevant team members. This results in faster landing page creation and deployment.

6. Enterprise

The ‘Enterprise’ package is a larger and better-equipped suite of professional campaign management features for bigger enterprises.

Also called Advertising Conversion Cloud™, the enterprise package is geared towards larger campaigns and contains all the products that Instapage offers.

Some of the key features of the Enterprise package are:

  • Custom implementation of features
  • Lead bypass (only you receive vital lead info)
  • Google Analytics integration
  • Dedicated Customer Success Manager and technical resources

Overall, this package is great for enterprises that need a complete conversion management solution.


Leadpages is a landing page creation software that lets you design and launch an unlimited of captivating pages.

1. Page editing

Just like Instapage, Leadpages features a drag-and-drop editing tool that creates mobile-friendly pages with a whole suite of software integrations.


The company has some very unique templates with cool visuals and an easy to understand layout.

Leadpages offers two different editors, namely the beginner and advanced version.

The basic version has only the fundamental features such as standard customization, a limited of editing options, and limited support.

The advanced version offers full drag-and-drop support, with the ability to easily add, re-arrange, and delete any elements on the landing page.

2. Templates

Leadpages has dedicated and customizable landing page templates for the following purposes:

  • Webinar promotion
  • Checkout pages
  • pages
  • 404 pages
  • Prelaunch sales
  • Upsells

Aside from that, the landing page software also provides templates that are crafted according to specific conversion goals.

3. Pre-loaded elements

While creating landing pages, you can use various pre-loaded elements that make your pages more interactive and intriguing.

These include:

  • Photos
  • Videos
  • Popup windows
  • Social site integration
  • Partner lists
  • Testimonials

Furthermore, you have a ton of interactive content at your disposal that enables you to engage your audience better.

4. Popup windows

Leadpages has a built-in popup window creation tool that lets you get the attention of visitors with vibrant popup window modals.

You can use the tool to create popups for any of your pages. These don’t have to be the ones you built with Leadpages.


Other than the popup design, you can develop activation protocols. This means that you can decide when the window pops up—whether it’s when the visitor clicks a link, when they want to leave the page, or when they land the cursor on an interactive element.  

Instapage vs Leadpages: Side-by-Side Comparison

While both tools approach their primary purpose in similar ways, each has an advantage over the other in some aspect of conversion optimization.

To get a better idea of where each product excels, let’s have a side by side comparison of Instapage and Leadpages in terms of their landing page builders, split testing, integrations, and their mobile versions.

Landing Page Builder

Leadpages lets you create simple landing pages in a few minutes. Its templates are designed for specific purposes, such as webinar signups and email subscriptions.

The page builder lets you choose from several page categories such as author bios, checkouts, etc. Additionally, you can add page elements such as autoplay video, headlines, and copy.

On the other hand, Instapage has all of these features, as well as the ability to add JavaScript, CSS, and HTML elements, and font customization, among others.

Unlike Leadpages, Instapage lets you add modal popup boxes. These are displayed on top of the current landing page.

As an added editing bonus, Instapage provides you with a Page Version History. This lets you correlate A/B testing results with the page version to make specific tweaks to your pages.

Here we see Instapage pulling slightly ahead in terms of helpful features. However, Leadpages has templates that are customized for specific campaigns, making it a more targeted solution.

A/B Split Testing

With Instapage, you can easily launch A/B tests with your traffic automatically divided between both campaigns.

The highlights metrics such as unique visitors, conversion rate, points of improvement, and the total of conversions for each version of the campaign.

On the other hand, Leadpages lets you create variations in each campaign and test which one generates better conversion. The LeadPages UI gives you an overview of metrics such as conversions and unique visitors in a given time-frame.

Both Instapage and Leadpages provide similar testing results. However, where Instapage gives you detailed results, Leadpages provides a general overview and is less detailed.

In the end, it depends on what sort of data you’re looking for and how much detail you really need to adjust campaign efforts.  


Instapage integrates with the following services:

  • MailChimp
  • GetResponse
  • Aweber
  • ActiveCampaign
  • KISSmetrics
  • InfusionSoft
  • Facebook, and more.

Leadpages can be integrated with the following services:

  • HubSpot
  • 1ShoppingCart
  • ConstantContact
  • InfusionSoft, and more.

In addition to these, Leadpages acquired Drip, which is an email marketing automation tool similar to MailChimp.

On the surface, Instapage obviously has more integration options. However, when heavily integrated, Leadpages is more streamlined and loads faster than Instapage.

Mobile Versions

Instapage has a fast loading time on mobile courtesy of its AMP+Thor rendering engine. This is a feature unique to Instapage.

While Leadpages doesn’t have an advanced page rendering engine, its templates are highly responsive and optimized for mobile devices.

Both services are neck in neck in this comparison. However, the Thor render engine does require a somewhat more powerful device to load at optimal speeds, whereas Leadpages can load faster on lower-end devices, as well.

Ultimately, it boils down to the performance of your device.

Instapage vs Leadpages: Pricing Review

Here’s a pricing comparison of both services in terms of their monthly plans.

Business ($199 per month)Standard ($39 per month)
Enterprise (Custom pricing)Pro ($79 per month)
-Advanced ($321 per month)

Comparing the two, we can see that Leadpages has more options in terms of pricing plans. If you’re a developing business, you could adopt that and upgrade as needed.

However, it’s important to note that Instapage pricing could be more beneficial to a business, seeing as the platform itself is more streamlined and could generate results quicker.

Both Instapage and Leadpages offer a free trial before payment.

For details on Instapage pricing plans, click here.

To learn more about Leadpages pricing plans, click here.

Instapage vs Leadpages: Pros and Cons

Both platforms have their own set of positives and negatives. Let’s look at both to better decide which one comes out on top.



  • No traffic limits
  • Built-in analytics tool
  • Integration with various other software systems
  • Dynamic text-replacement for PPC
  • The best templates and page designs
  • Direct  integration
  • Over 200 editable templates
  • Streamlined and user-friendly interface


  • Very few in-built icons, shapes, and images
  • Split testing not available on the basic plan
  • Price can be unsuitable for some users



  • Accurate countdown timer
  • Useful progress bar widgets
  • The Leadlinks feature allows visitors to join events by clicking the link in their inbox
  • Create popups on any of your pages


  • Buggy autosave feature
  • Limited customization
  • Complicated editor tool

Each platform has something unique to offer and it’s up to you to decide which features suit your conversion needs.

Final Verdict on Leadpages vs Instapage

When you look at it from a broader perspective, it looks like both platforms are equal in terms of and feature quality.

However, looking into the specifics reveals that while both are great platforms, they are ultimately suited for different users. 

Instapage is perfect for you if:

  • You’re an enterprise company with massive advertising and conversion needs
  • You need individual, hands-on vendor involvement on technical and CSM support
  • You need more detailed testing data to optimize your landing pages to target a much wider audience base

On the other hand, you should go for Leadpages if:

  • You’re a small to -sized with fundamental business needs, such as early-stage growth and scaling
  • You plan on growing and scaling operations and need a conversion automation platform that you can upgrade alongside the growth of your business
  • You have a very streamlined landing page design process with basic testing data and pre-optimized landing pages

As we can see from the detailed comparisons, each will benefit a different user. While Instapage is great for bigger advertising campaigns with a large number of landing pages, Leadpages works great for smaller, targeted campaigns.

In conclusion, whichever platform you choose, it’s important to know what your specific conversion needs are and what goals you set for your business.

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Josh Fechter
Josh Fechter is a business strategy consultant and founder. He's written several world-recognized books on software configuration, speaks Spanish, ballroom dances, and owns The Product Company and Squibler.