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

You just set aside a hefty part of your marketing budget for your online ads and email marketing campaign. But what about your landing pages? If you still haven’t picked a platform for building captivating post-click experiences, just pick a side in the Instapage vs Unbounce battle.

While there are a good few landing page builders out there, only a few come close to Unbounce and Instapage.

That’s mainly because these two offer a wide range of possibilities when it comes to building engaging landing pages — all packaged with ease of use.

However, which of the two landing page platforms should you pick?

In this in-depth review, I’ll provide detailed comparisons of the two in terms of:

  • The actual product(s)
  • Their features
  • Plans and pricing
  • Customer

In the end, we’ll go over the final verdicts to put this Instapage vs Unbounce debate to rest.

Let’s do this.

Instapage vs Unbounce [At a Glance]

Before diving into the specifics, let’s take a look at these quick walkthroughs of both Instapage and Unbounce:

What is Instapage?

Instapage is a complete landing page creation tool founded in 2012.

Meant primarily as a post-click experience builder and optimization platform, Instapage offers different products that help with page design personalization, tracking ad campaigns, CRO, and much more.

Instapage can seamlessly integrate with popular third-party tools/platforms found in most stacks, including Autopilot, HubSpot, Mailchimp, Salesforce, Google Ads, and Drupal, to name a few.

All in all, the platform is perfect for a growth marketer who needs a single-platform solution for multiple advertising needs. And who is looking to set up and test landing pages.

What is Unbounce?

Unbounce is another popular landing page tool. It doesn’t package its offerings as “separate” products and offers the same levels of functionality as Instapage (if not more).

Both platforms differ in terms of the exact features, use cases, and of course, their plans and pricing.

Nonetheless, overall, Unbounce is a good marketing tool that can work wonders for your conversion rates.

1.      Comparing the Products

Let’s off the in-depth comparison by diving deep into the core products and the functionalities that they offer.


As mentioned earlier, Instapage packages its offerings as separate “products” that serve different purposes – helping deliver a complete marketing automation solution for increased conversions.

Its main product, however, is Creation – the tool that lets you build captivating, mobile-responsive, and on-brand post-click experiences within minutes.

By leveraging the concept of page blocks (named “Instablocks” on the platform), you can easily create captivating landing pages without having to write a single line of code. The drag-and-drop editor will take a significant load off your shoulders.


That means, no more of that CSS, Javascript, or HTML mumbo-jumbo.

Furthermore, with the Thor Render Engine™ – a proprietary technology of Instapage for AMP support – your pages are lightning-fast and load seamlessly on mobile devices.

Other Products

Besides the basic landing page builder, Instapage also offers:

a)       Personalization

Through this product, you can create dynamic landing pages that deliver a unique post-click experience to every target audience.

With dynamic text replacement, you can deliver the right message(s) to the right person at the right time.

The personalization tool works by looking at the visitor-level data, assessing broader parameters such as demographics, keywords, etc. The tool also leverages UTM parameters to deliver the appropriate post-click experience depending on where the visitor came from.

Ultimately, all of the above would result in a much higher probability for conversions.

b)       Experimentation

Equip your marketing team with the trial and error capabilities they need to test out their post-click experiences.

Leverage A/B testing, heatmaps, and insightful analytics to consistently learn, improve, and deliver the most effective experiences to your visitors.

c)        AdMap

The AdMap is a special tool that allows you to visualize your campaigns with ad-mapping. It also lets you link your running ads with relevant landing pages.

And the best part? You can do all of the above from a single, easily-managed dashboard.

You can seamlessly sync your ad account(s) with AdMap and get a complete bird’s-eye view of your campaigns.

Furthermore, you can also track the effectiveness of your personalization efforts with Postclick Score® – a percentage that takes your conversion rate, visitors, of ads, and total experiences into account.


With this product, you can streamline your ad campaign management and increase your ROI in the long-run.

d)       Collaboration

With the help of this product, you can make your campaign management process more efficient.

Think of it as a native team collaboration software.


To be more specific, the product allows you to instantly share feedback, request edits, and track workflow with all of the team members involved, resulting in faster creation and deployment of landing pages.

e)       Enterprise

This is more of a complete “package” than a standalone product.

Enterprise, also referred to as the Advertising Conversion Cloud™, is actually a bundle of features and professional campaign management services offered to large enterprises.

Some of the key highlights of the enterprise plan include:

  • Direct lead bypass (only you receive the information of your leads)
  • Custom feature implementation
  • A dedicated Customer Success Manager (and access to other technical resources, such as coders and designers)
  • Integrated insights from Google Analytics

All in all, this plan is perfect for those who want a close-to 360-degree solution.


At first glance, Unbounce seems more like a standalone, traditional landing page builder.

However, as you read more about its features and the problems they can solve, you’ll realize that it’s on the same level as Instapage.

Unlike Instapage, Unbounce is marketed and packaged as a single product, allowing you to create stunning, customizable landing pages with just a few clicks.

In terms of user-friendliness, Unbounce is just as good as Instapage – offering a similar drag-and-drop page editor that allows you to build landing pages without any coding on your part.


If you’re running short on time, you may also choose from over 100 landing page templates for your post-click experience.

Furthermore, the platform also offers experimentation/CRO features, including capabilities like A/B testing, dynamic text replacement, and more.

It also provides a native team account management platform where you can manage multiple users and/or clients and make changes in real-time.


The only thing that Unbounce lacks is a centralized ad campaign management tool, like the AdMap feature of Instapage.

2.       List of Features

Moving on, let’s continue this Instapage vs Unbounce battle by examining the complete list of features both platforms have to offer:


As of now, Instapage offers a total of 60 features, with each serving a unique purpose that can get you one step closer to higher conversions.

Here are the main categories that include vital features:

a)       Landing Pages

Besides the main landing page builder (already discussed above), some of the features that support this process include:

  • Custom Templates – choose from a library of over 200, fully customizable templates for your landing pages.
  • Visual Collaboration – streamline your workflow and collaborate with your team members on the go.
  • Image Asset Manager – similar to the media library in a CMS, the Image Asset Manager lets you upload, edit, and store the pictures you use on your landing pages.
  • Instablocks and Global Blocks – create custom, on-brand landing pages on the go without any coding.
  • Edge Measurement – make sure that your elements on your landing pages are aligned properly. Maintain symmetry, padding, and balance to deliver a consistent, professional-looking experience.
  • Widgets – want more functionality on your post-click experiences? The widgets offered by Instapage can help.
  • Custom Code Editing – need more control over your landing pages? With custom code editing, you can customize your pages however you like.

Furthermore, features that can support/enhance your landing pages include parallax scrolling, axis lock, custom blocks, and AMP, to name a few.

b)       Optimization

This includes all of the features that aid in optimization and experimentation.

Some of these include:

  • A/B Split Testing – CRO is incomplete without some good ol’ fashioned A/B split testing. See how your users behave on different variations of the same landing page, get insights about the design, and use all of that information to improve your experiences.
  • Heatmaps – these provide deeper insights about how visitors interact with individual elements on your landing pages.
  • Drop-In Pixel Tracking – with the help of this special tracking pixel, you can track external conversions, as well as do the standard retargeting.

Apart from the above, you also get conversion analytics capabilities, real-time reports, and page grouping to manage PPC campaigns.

c)        Personalization

The key feature that falls under personalization is AdMap, which, as discussed earlier, is a single platform through which you can visualize and track your ad campaigns.

Other features include the Postclick Score, 1:1 Ad-to-Page Personalization, and dynamic text replacement (that adjusts the copy according to what the user searched for on Google).

d)       Forms

These are some of the tools that assist in the creation, management, and optimization of everything form-related on Instapage:

  • Form Builder – a standard builder that lets you create custom forms, with as many fields, drop-down menus, and other features as you want. You can also break down complex forms into multi-step forms.
  • Lead Notifications – get notified via email every time you generate a new lead.
  • Direct Lead Bypass – unlike traditional lead generation platforms, the information of your leads don’t pass through a middle-party. Instead, they are sent to your CRM directly.
  • Digital Asset Delivery – if you have a lead generation asset, you can upload it and easily offer it to your leads for download.

Similar features include exit-intent popups, lead routing, back-ups, and more.

Aside from the Thor Render Engine™ AMP technology (already discussed above), here are some key features that aid with maintaining/improving the performance and security of your landing pages:

  • SOC 2-Compliant – as of now, Instapage is the only landing page software that is in compliance with SOC 2 (Service Organization Control). This reassures the privacy and security of customer data.
  • SSL Certificates – add a layer of extra security by encrypting the data transferred between your users and your services with SSL certificates.
  • 99% Server Up Time – thanks to Google and Amazon cloud hosting, you can rest assured knowing that your landing pages will stay up and running around-the-clock.

Instapage is also GDPR-compliant, uses global data centers around the globe, and offers single sign-on (SSO) capability.


Like Instapage, Unbounce also offers several features that can go a long way in delivering memorable post-click experiences.

Let’s have a look:

a)       Build

This is an umbrella term that encompasses functionalities that make the basic landing page creation possible.

The key highlights include:

  • Drag-and-Drop Feature – as mentioned earlier, Unbounce offers drag-and-drop functionality that allows you to easily create landing pages within a matter of minutes.
  • Templates – similar to Instapage, Unbounce also has a vast library of templates. However, comparatively, it has fewer options.
  • Script Manager – got any large-scale customizations that you need to implement on multiple/all pages? With the script manager, you can apply the modifications to scripts through a single platform.
  • Mobile Layout Assistant – instead of creating a separate mobile version of your landing page from scratch, get a close-to-ready version with a single click.
  • Publishing – you can publish your landing pages on any CMS or any custom domain of your choice.

Furthermore, Unbounce lets you create AMPs and conveniently copy/paste or duplicate landing pages.

b)       Customize

In terms of customizations, Unbounce lets you:

  • Make on-brand designs with a few clicks
  • Make adjustments on your landing pages to get the perfect design
  • Purchase additional templates from the Themeforest Marketplace
  • Automate the image optimization process
  • Incorporate parallax scrolling without any code

And much more.

c)        Convert

This includes lead generation and post-conversion features/functionalities such as:

  • A standard lead generation form builder
  • Gated content management
  • “Thank you” messages
  • Custom form redirect
  • Two-step opt-in forms

These are standard and quite similar to those offered by Instapage.

d)       Optimize

Besides the standard A/B testing and dynamic text replacement capabilities, the key optimization features of Unbounce include:

  • Smart Traffic™ – this is a proprietary, AI-powered technology that matches and sends your visitors to the variations of your landing pages where they are most likely to convert (instead of just providing you with the data).
  • Data Dashboard – track the progress of your pages and tests in real-time on a user-friendly dashboard.

e)       Popups and Sticky Bars

With Unbounce, you can design custom popups and sticky-bars that can communicate your special offers and skyrocket your chances of increased conversions.

You can set these popups and sticky bars to be triggered by different factors, such as location, company, cookies, etc.

f)         Performance and Security

All Unbounce landing pages follow the best practices recommended by Google in terms of page speed and website security.

First and foremost, all pages are SSL-encrypted and everything is GDPR-compliant.

Furthermore, thanks to Amazon’s CloudFront (a global CDN), you can ensure that your sticky bars and popups load up quickly, regardless of the location.

3.      Instapage vs Unbounce Pricing

In terms of pricing, here’s a quick comparison of both platforms (the following figures represent the monthly plans):

Plans and Pricing (Quick Comparison)

Business ($199 per month)Essential ($99 per month)
Enterprise (Pricing is based on unique needs)Premium ($199 per month)
N/AEnterprise ($499+ per month)

At first glance, you can easily conclude that in terms of flexibility in plans and pricing, Unbounce takes the cake.

This indicates that Unbounce is more suitable for small business needs, whereas Instapage pricing is suited for enterprises.

However, that’s not to say that Unbounce can’t handle enterprise-level needs.

Furthermore, both platforms offer free trials.

To learn more about Instapage’s plans, click here.

For details about Unbounce pricing, visit this page.

4.      Customer Support

Both companies have a fairly decent reputation when it comes to their customer support.

Here are the details:


According to over 360 reviews on TrustPilot, Instapage gets a 3-star rating for its customer .


However, bear in mind that reviews aren’t always 100% reliable. The actual quality of the might be much better.

You can submit your requests and access helpful resources/articles via their online help center.

You can also send in queries and seek direct support through their contact page.


According to 138 reviews on Trustpilot, Unbounce also received a 3-star rating for its customer .


Considering the difference in the of reviews, is it fair to assume that Unbounce falls short in customer support when compared to Instapage? Not quite – as discussed earlier, reviews aren’t exactly reliable.

You can get in touch with one of their specialists, get support, and send media and partnership inquiries – all on the Unbounce contact page.

The Final Verdicts for Instapage vs Unbounce

All things considered, it’s a photo finish in an Instapage vs Unbounce comparison.

That being said, you should choose Instapage if:

  • You are a small business with limited needs.
  • You plan on scaling your operations in the future.
  • You have enterprise-level advertisement and post-click experience needs that require a heavyweight platform.
  • You need more hands-on involvement from the vendor (CSM and technical support).

On the other hand, you should opt for Unbounce if:

  • You are a small business without much growth.
  • You have more technical experience when it comes to platforms.

In the end, the clear answer to the Instapage vs Unbounce debate is Instapage.

To make a decision, dig down, do your homework, and consider all variables.

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.