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Instapage vs Unbounce: Which Is Better?

Instapage vs Unbounce: Which Is Better?

Instapage and Unbounce are two DIY website builders that serve the same purpose – landing page development. The systems work well for all user categories, including beginners and web design pros. They don’t imply coding awareness as they ensure hassle-free, intuitive and smooth approach to the website development process. The platforms are both quality and feature-laden, granting access to multiple niche-specific tools, features and options. Each of them comes with individual tools and integrated functionality that makes it stand out from the crowd.

Instapage – is a web design system geared towards the needs of entrepreneurs and merchants, who have an intention to start a quality landing page to boost their online presence. The website builder allows creating and implementing promo campaigns, using multiple integrations and tools that eventually let you start and manage a worthy project. Unbounce – is a high end landing page builder, which also delivers an extensive set of features and tools required to start, manage and promote professional landing pages. The system does not require programming skills, which makes it a worthy pick for non-techies.

Website Builders Comparison Chart

Our score:          
Best for:Landing pagesLanding pages
Templates:Hundreds of free responsive templates to fit various business nichesFree templates and layouts
Technical Support:Informative knowledge base, blog, ticketing system, tutorials, webinars, manualsKnowledge base, blog, live chat, phone and email support for US, UK, Australian and European users
Blogging Options:NoNo
SEO Options:Quality SEO parametersHigh end SEO settings
Pricing:From $199/moFrom $80/mo
More info:Instapage Review →Unbounce Review →

Instapage and Unbounce both make it possible to launch landing pages. Which of these systems, however, works best for this every purpose? Which of them comes with more advanced settings and powerful integrated functionality? To define that, have a closer look at the detailed comparison of these platforms now.

Instapage vs Unbounce: General Overview

Instapage vs Unbounce: General Overview

Instapage is a contemporary cloud website builder used for landing page creation. The system mainly targets merchants and entrepreneurs, who have an idea to start and manage landing pages to boost their business performance. The system does not imply any coding awareness as it is initially meant to simplify the web design process for newbies. It grants access to multiple promo website creation options, powerful integrated functionality, numerous tools and features that help you get the most out of your web design process.

Created in 2012, the website builder has now become a worthy representative of the website development niche. As of today, you can get access to 15, 302 live landing pages it powers, while the overall number of the system subscribers has reached 54, 851 users.

Unbounce is a contemporary landing page website builder, which was created with the needs, skills and requirements of non-techies in mind. The platform is quite easy-to-use, convenient and intuitive for everyone, making it possible to start and manage quality landing pages from scratch. The system comes with numerous pop-ups, AMPs, integrated tools and features that are a must, when it comes to landing page development.

The website builder was introduced to the market in 2009 and its popularity has notably increased since that time. Statistics tells that the number of live web projects the system powers now constitutes 89, 621 websites. The overall amount of Unbounce subscribers has already exceeded 134, 331 users.

To sum it up, both website builders make it possible to create, customize and promote landing pages. The systems are full-featured to adhere to the needs of the target audience. They are quite easy to master and they don’t require deep coding awareness to launch projects with them. You can pick any platform that works best for your current needs.

Instapage vs Unbounce: Which One Is Easier to Use?

Instapage vs Unbounce: Which One Is Easier to Use?

Instapage is quite a simple and convenient landing page website builder, which comes with integrated drag-and-drop functionality, rich collection of custom blocks you can choose and add to the web page to forum its layout and structure. All the blocks are customizable and it’s up to you to choose those that will work well for your individual project and the niche you specialize in.

Instapage Editor

Instapage is geared towards the needs of entrepreneurs and merchants, who aim at boosting their online sales and conversion rates as well as lead generation and profit growth. No technical skills are required to master and use it. Thus, you can start a quality project from scratch, even if this is your first try. The website builder offers intuitive web design approach, offering multiple templates and layouts for quality landing page development. You can get access to numerous built-in applications, custom fields and content blocks you can arrange and customize to your liking in the intuitive drag-and-drop editor of the system. This is really easy, fast and convenient for everyone.

Instapage customer support team allows browsing its expanded knowledge base and blog to learn special nuances of working with the system. There is also an opportunity to use the ticketing system to avail the assistance of the team as well as to watch live tutorials and video guides to help you efficiently master the system. Unfortunately, the website builder doesn’t have live chat or phone support and this is one of its major demerits.

Unbounce is simple and convenient as well. Just like Instapage, it does not require programming proficiency or web design background to start a quality landing page. If you still possess coding skills and knowledge, you can use your deeper proficiency to give your landing page more flexibility and functionality.

Unbounce editor

The system offers multiple pop-up forms, AMPs, intuitive web design approach and tips that are a must-have for any web developer, who just starts exploring the system. The website builder allows using marketing tools, powerful system integrations, free layouts and designs, built-in reporting engine. You can use this functionality to start not only landing pages, but also AMPs, online forms, pop-ups and other elements. Unbounce has a drag-and-drop editor that lets you create any web page layout and design you need for your project.

Unbounce customer support is professional and quality. The system offers a vast knowledge base with lots of helpful tutorials and manuals, an informative regularly-updated blog as well as qualified assistance. This includes live chat, phone and email support provided to the UK, US, European and Australian users.

Instapage and Unbounce are simple, convenient and intuitive landing page builders. Targeting non-techies, they offer intuitive web design approach and convenient website customization options. Unbounce, however, somewhat lags behind in terms of customer support as it does ot provide any live chat/phone assistance by default. This may complicate or slow down the process of exploring and mastering the system.

Instapage vs Unbounce: Design and Flexibility

Instapage vs Unbounce: Design and Flexibility

Instapage and Unbounce are feature-laden website builders that are equally used to start quality landing pages. Their integrated functionality lets you experiment with your project performance and design, picking the best options that work best for your website specialization. Each platform, in its turn, offers specific features and tools that make it stand out from the crowd. To define the system, which fits your news most, it makes sense to compare their pros, cons and special parameters. This is what we are going to do right away.

Content Management

Instapage is known for its functional content blocks you can customize, arrange and modify to your liking. What you need to create your landing page layout and design is to choose the elements and blocks to fit your project structure and arrange them in the required order. Currently, the Instablocks collection encompasses the following elements: headers, footers, buttons, galleries, CTA blocks, lines, circles, timers etc. If you wish, you can create your own block collection to further add the required elements to a separate folder.

Unbounce provides convenient content management options. The system allows managing the on-page content, using the available texts and assets. You can access these elements in the dashboard to see the internal project structure there. To customize the required section, just pick the corresponding block and do the edits you need. As soon as you do that, the system will redirect you to the required area, where you will be able to make the edits.

Instapage and Unbounce provide convenient content management options. While Istapge is more focused on block content management, Unbounce ensures easy on-page content customization. Both options are simple and understandable to the target audience.


Instapage allows accessing two types of integrations. The first one implies choosing and adding widgets and apps directly to the web page. These elements are mostly used to start email campaigns, acquire new users, grow your mailing list and other actions. Among the apps and widgets you can use here, the following ones enjoy user popularity most: Constant Contact, MailChimp, ConvertKit, GetResponse and more. The second solution implies professional integration of advertising and analytic services.

instapage integrations

These are required to track your landing page stats and undertake special measures to fix the problem on time. Among the services you can connect to your page here, it is reasonable to mention Google Ads and Analytics. Additionally, it is possible to integrate social media marketing tools here, such as Facebook Ads Manager, for example.

Unbounce lets you get the most out of your website promotion and marketing strategies via connection of third-party service. The system allows for MailChimp integration, which contributes to the launch of effective marketing campaigns, Salesforce integration for the enhancement of e Commerce project functionality etc.

Unbounce inegration

Connection of notification services and messengers is also possible here to drive the attention of the target audience. Additionally, the website builder lets you integrate your project with Google Sheets so that you could be able to download your leads in the CSV file format, if required.

Speaking about integrations, Instapage and Unbounce make it possible to choose and connect those services that are handy, and important for landing page development and promotion. Both systems are rich in apps, widgets and external services you can integrate into your project for more effective promotion and marketing.

Marketing and Advertising Features

Instapage is good at marketing and advertising solutions, which matters a lot for landing page development, customization and further promotion. The website builder has a team of professional marketing experts, who are ready to offer effective self-crafted ad solutions for various sales channels. Apart from marketing features created for landing pages, you can pick tailor-made solutions for Google Ads, Facebook, lead generation and retargeting campaigns etc.

Instapage Conversions

The platform provides an opportunity for split testing that allows checking landing page efficacy via the unlimited A/B testing option. This lets you detect the pages, which require improvement or editing to drive more traffic. The website builder also complies with the latest GDPR standards and it makes it possible to connect SSL Certificates for the enhanced safety of your landing page. Finally, it lets you increase your project speed due to the high end Thor Render Engine that contributes to the advanced user engagement rate.

Unbounce is also good at project management and marketing solutions. The website builder allows creating several projects at a time, managing them from a single dashboard. It is possible to create several groups of projects here depending upon their niche focus as well as to sort them out by date, status, action and other parameters.

Unbounce traffic modes

As far as Unbounce works great for the development of landing pages, and online forms, there is an opportunity to integrate your own sections, buttons and other elements here. Their creation is possible in the script manager, where you can paste your own piece of code to make it display on the website. The website builder makes it possible to test and apply various traffic modes. The first option is Standard traffic mode, which directs users to the target web page or site.

An alternative solution is to try the Smart Traffic feature, which uses the AI technology to define customer preferences and to further use this info to boost website conversion rates. The website builder also comes with the A/B testing feature, which provides a detailed project overview to make the required edits on time and to leave users satisfied.

As to the set of marketing features, Instapage and Unbounce are absolutely worthy to be known as professional landing page website builders. They deliver an extensive set of features and tools that are a must for landing page creation and further management.

Design Customization

Instapage comes with an extensive collection of responsive landing page templates, which currently encompasses over 200 high end designs. They refer to various business niches and can be customized with regard to your project needs (see Instapage website examples). This is where you can choose from a variety of custom themes for landing pages, event registration layouts, mockups, layouts for online forms and more. If you can’t find a suitable theme to come up to your needs, there is an opportunity to download the one from the ThemeForest collection.

Instapage Templates

All Instapage templates come with a preview option and it is also possible to edit the selected theme in the mobile mode to make it accessible on desktop and smartphone screens (the system does not provide tablet/laptop display options). Speaking about design customization, the website builder cannot boast multiple tools and features. What you can do here is hiding some content blocks to increase page load speed and ensure better mobile browsing experience. One of the highlights of the system is the availability of over 5000 Google web and Typekit fonts, which lets you create appealing web page design. Additionally, the system comes with parallax scrolling feature, keyboard shortcut creation opportunity and other handy design-related features.

Instapage allows for code editing, which is a real bonus for web design pros. If you have an intention to give your landing page unique design, you can integrate HTML/CSS codes, Javascript and some external code pieces.

Unbounce template collection currently includes over 100 landing page themes, 19 AMPs, 42 pop-ups, 31 sticky bars etc. They are completely responsive, free and niche-specific, which lets you pick the best theme that comes up to your business specialization and requirements.

Instapage vs Unbounce: Which Is Better?

The website builder is not rich in design customization features and tools. The system offers a set of standard settings, which include basic styling options and typography, opportunity to change background colours, adjust dimension parameters, change icons, block content, background images and other elements. The only disadvantage here is that the system does not let you delete custom elements and sections yet it is possible to add new ones to ready-made layouts. This is not a handy feature for the prevailing amount of the system subscribers.

If you don’t manage to find a suitable theme in the system collection, Unbounce allows creating a new one from scratch. This can be done by using a standard set of basic elements provided by default. This is where you can choose and use multiple sections, forms, images, texts, buttons, icons and other elements.

Both Instapage and Unbounce are good at design customization. They provide quite an extensive selection of templates to launch various types of landing pages. Unbounce boasts a more versatile set of themes as opposed to its competitor. The systems can’t offer powerful design customization settings and tools yet the available set is enough to run quality landing pages.

Instapage vs Unbounce: General Pricing Comparison

Instapage vs Unbounce: General Pricing Comparison

Instapage doesn’t have a completely free plan yet there is an opportunity to test its integrated functionality for 14 days at no cost at all. Upon the end of the trial version, the system will offer you to upgrade to one of the paid plans. These include:

instapage price

  • Business plan (starts at $199/mo or $149/year when billed annually) – Ad Map, Postclick Score, Landing Page Builder, Thor Render Engine, Instablocks, Multi-Step Forms, Server-Side A/B testing etc.
  • Enterprise plan (price is negotiable, as it may encompass some advanced advertising options upon user request) – the plan allows adding GDPR compliance feature, page migration services etc.

Instapage has a refund policy, which comes with limitations, though. Mind that the system allows asking for a complete money refund only within 24 hours of the order.

Unbounce is not a cheap website builder. It doesn’t have a free plan and you won’t find a free trial version here. Instead, you will be able to choose from 4 premium plans. Here they go:

Unbounce pricing

  • Launch Plan ($80/mo) – no A/B testing option, availability of baseline features etc.;
  • Optimize Plan ($120/mo) – Smart Traffic AI tools, A/B testing etc.;
  • Accelerate Plan ($200/mo) – advanced AMP page loading, more space amount etc.;
  • Scale Plan ($300/mo) – extra bandwidth and space amount, increased AMP page loading option etc.

The website builder lets you save big by opting for the annual subscription. This will notably cut down the budget invested into your project.

As to the price aspect, it’s difficult to call both website builders cost-effective. Each of them has costly plans yet Unbounce has more subscriptions to choose from. At the same time, the platforms offer money-saving options that let you save your budget to some extent. However, the cost of premium plans still remains quite high for an ordinary user.

Instapage vs Unbounce: Which One Is the Best for SEO?

Instapage vs Unbounce: Which One Is the Best for SEO?

Instapage makes it possible to manually adjust the SEO parameters of your landing page, which has positive impact upon its search engine ranking. This can be done in the Search & Social section available in the system dashboard.

instapage seo

Among the parameters you can set up here, it makes sense to mention web page title, meta description, keywords, canonical link URL. It is also possible to upload your website favicon here. Alongside, Instapage allows hiding your landing page from the search engines until it is completely ready for publication and further promotion.

Unbounce is a SEO-friendly landing page builder. It lets you individually modify your project parameters to make it rank high in the search engine results. Among the fields you can fill out here, we should initially mention titles, descriptions and keywords. These metadata are applicable to each web page you work on.

Instapage vs Unbounce: Which Is Better?

Alongside, you can edit and promote image containers, customizing their descriptions, Alt texts, URLs and other required fields. The undeniable advantage of the website builder is its integrated IP filter, which lets you filter the traffic that comes with suspicious or unknown IP addresses. There is no need to block users to do that, which is an advantage in itself.

In terms of SEO, Instapage and Unbounce both rank quite high. The website builders let you manually adjust search engine optimization parameters, filling out the corresponding fields. Unboucne, however, has more to offer in terms of website promotion due to its integrated IP filter and availability of SEO settings.

Key Differences Between Instapage and Unbounce

Ease of Use:Instapage is an easy-to-use DIY website builder, which focuses solely on the development of landing pages. The system comes with a drag-and-drop editor, offering intuitive approach to the target audience. No coding skills are required to explore and master it.Unbounce is a cloud website builder, which was created with the needs of newbies in mind. It is meant to simplify the process of landing page development for users, who don’t have any web design background. The system is intuitive, convenient and feature-rich at a time.
Functionality:The website builder abounds in features and tools that are a must, when it comes to landing page creation. It works great for entrepreneurs and merchants willing to boost their sales, increase conversion rates and generate traffic. The system unveils good content management options, allows for third-party integrations, A/B testing feature, Thor Render Engine etc.The platform is geared towards the needs of users, who aim at launching quality landing pages. Its integrated feature set provides an extensive spectrum of tools and features needed for successful completion of this task. These include high end layouts for landing pages, arious traffic modes, sticky forms and pop ups, A/B testing feature, powerful integrations and many more.
Design:The system boasts an extensive template collection, which currently encompasses over 200 designs. They are free, responsive and absolutely customizable. The designs fall into niche categories based on the business specialization of your project. Preview option is available here as well.The website builder does not have pre-designed templates for landing pages yet it allows choosing from multiple ready-made layouts for pop ups, sticky forms, AMPs and landing pages. The system comes with a drag-and-drop editor, which ensures easy and convenient design customization.
eCommerce:Instapage doesn’t have an integrated eCommerce engine. However, it is possible to start a landing page with the system to boost your sales volume.Unbounce doesn’t have an integrated eCommerce engine yet it’s still a great choice for web store owners. The platform comes with a nice analytic system, allowing to track your project statistics and complete CSV file lead download.
Blogging:The website builder doesn’t have an integrated blogging engine, which makes blog creation impossible with it.Unbounce does not have a blogging platform and, thus, it is not meant for blog development.
Small Business:Instapage works well for the development of landing pages to boost your small business performance.The website builder may be a good choice for entrepreneurs, willing to start a landing page for quality business promotion and traffic generation.
Pricing:The website builder has a 14-day free trial and 2 premium plans. Their cost starts at $199/mo.Unbounce doesn’t have free plans or trials. There are four premium plans here, the cost of which starts from $80/mo.
SEO:Instapage is a SEO-friendly website builder, which lets you manually set up your search engine parameters. It’s also possible to hide the project from indexing by the search engines.Unbounce offers quality SEO settings. It is possible to manually set up SEO parameters here for each web page in a quick and hassle-free way.
Customer Support:Informative knowledge base, blog, ticketing system, tutorials, webinars, manualsKnowledge base, live chat, blog, phone and email support for US, UK, Australian and European users

Comparison Conclusion: Which One Is Better?

Instapage and Unbounce are two quality website builders, which can be equally used to start landing pages. They come with powerful integrated functionality, offering a set of features that are a must when it comes to landing page creation. The systems are easy to use and they offer intuitive web design approach, which especially matters a lot for non-techies.

Instapage – is a web design platform, which exclusively focuses on landing page creation. The system works great for online merchants and owners of small businesses, who strive for boosting their sales volumes and conversion rates.

Unbounce – is an advanced landing page builder, which also comes with a broad range of tools and features that are required to run a quality project. The service does not imply coding proficiency, being initially oriented on the needs of newbies.

When comparing the systems, their application, customization options, integrated functionality and pricing policy, we may conclude that both of them work great for professional landing page development. The platforms adhere to the major needs of contemporary users, who require worthy and feature-rich projects to reach their goals. Thus, we recommend testing each of them to decide, which one adheres to your special website creation needs.

Instapage vs Unbounce: Which Is Better?
  • Specialized landing page builder
  • Rich collection of responsive templates
  • Split testing and Thor Render Engine
  • 14-day trial and two premium plans
Instapage vs Unbounce: Which Is Better?
  • Landing page website builder
  • Multiple layouts for landing pages
  • Works best for business projects
  • Costly subscriptions

About the Author

I'm Howard Steele, the founder and editor-in-chief of this website. With over 10 years of web building I know how complicated and tiresome this task can be for a non-IT person. Can’t decide which service to choose? Feel free to ask me for advice. Just describe your website needs, and I’ll gladly help you.

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