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Use These Top 10 Landing Page Optimization Tools to Improve Conversions

Marketers have been creating and using landing pages to attract and capture leads for their products and services. However, optimizing those landing pages used to be a constant struggle and extremely time-consuming.

Landing page optimization used to require some serious time and skills, including programming and web design. You had to learn these skills yourself or bring in experts to help with optimizing your landing pages. 

Fortunately, you now have access to a host of landing page optimization tools to help you create your landing page, perform A/B, split, and multivariate testing, and identify the changes you need to make to increase your conversion rates.

With so many options to choose from, where do you start? Check out the following landing page optimization tools that can help to improve your conversion rates, and turn more visitors into leads and customers. 

10 Top Landing Page Optimization Tools

1. Unbounce

The Unbounce homepage that promotes their optimization tool and features a woman smiling about increasing her landing page conversions with the help of said tool.

Unbounce provides the ability to create custom landing pages without knowing how to code. 

You can use its comprehensive drag-and-drop interface to customize landing page designs and conduct A/B testing of multiple versions of the same landing page. Unbounce’s library includes more than 100 mobile-optimized landing page templates, which simplifies creating landing pages.

Unbounce also offers an in-depth course on creating landing pages. Users can learn best practices and strategies for optimizing their landing pages.

Unbounce Pricing

You can choose from four plans. These plans are conversion-based and meant to scale as you grow your business. 

We recommend starting with Unbounce’s Optimize plan. It is the first plan that provides access to A/B testing and other conversion optimization tools. 

Note: First-time users can sign up for a free 14-day trial.

With the Optimize plan, you’ll get the following:

  • Up to 1,000 conversions*
  • Up to 30,000 visitors*
  • 3 connected domains

*Limits are per month from the date of your first billing. 

Note: Look into the Accelerate or Scale plan if you need higher limits for conversions, visitors, or connected domains.

Optimize pricing is broken down as follows:

  • Monthly billing price: $120 per month
  • Annual billing price: $108 per month

Note: If you choose to be billed annually, you’ll save 10% compared to monthly. 

2. Instapage

Instapage landing page builder home page with a graphic showing ads leading to the landing page and a stat on the effectiveness of their landing page platform.

Instapage is similar to Unbounce, as it is a drag-and-drop landing page builder.

Users can build page variants to conduct A/B testing, measure user behavior, and conduct content experiments. It also offers more than 200 landing page templates that can be customized to your needs.

Instapage enables you to use built-in heatmaps to track visitor behavior when on the landing page. This allows you to determine sources of friction on the page and make adjustments to improve conversion rates.

Instapage Pricing

Instapage offers two plans you can choose from. All plans include services and customer success. 

We recommend starting with their Building plan. This plan gives you everything you need to start creating and optimizing your landing pages. 

Note: First-time users can sign up for a free 14-day trial.

The Building plan includes the following and more:

  • No conversion limits
  • Design reviews
  • Server-side A/B testing 
  • Instablocks®
  • Conversion analytics
  • Zapier & HubSpot integration

Note: Look into their Converting plan if you need a more customized plan. With this plan, you can integrate with Salesforce or Marketo, do multi-step forms, use heatmaps, and more. 

Building plan pricing is broken down as follows:

  • Monthly billing price: $299 per month
  • Annual billing price: $199 per month

Note: If you choose to be billed annually, you’ll save 33% compared to monthly.

3. Leadpages

The Leadpages homepage that features a gif of their landing page builder tool in action and a button to watch the full demo.

Leadpages is also a drag-and-drop landing page builder. 

Users can choose from hundreds of landing page templates that can be customized for their particular purpose. You can do split-testing of different pages to see how they are performing.

You can also create pop-up forms and alert bars as part of lead generation funnels. They can appear when a visitor clicks a link or goes to a part of the landing page, which helps to increase conversion rates.

Leadpages Pricing

Leadpages offers three plans that you can choose from. 

We recommend starting with their Pro plan. This is the first plan that provides access to unlimited A/B split testing. 

Note: First-time users can get started with a free 14-day trial.

The Pro plan includes the following and more:

  • 3 sites
  • Landing pages, pop-ups, alert bars
  • Unlimited traffic & leads
  • Unlimited A/B split testing
  • Mobile-responsive site templates

Note: Look into their Advanced plan if you need advanced integrations, sub accounts, a quick start call with a Leadpages launch specialist, or more than three sites. 

Pro plan pricing is broken down as follows:

  • Monthly billing price: $79 per month
  • Annual billing price: $59 per month

Note: If you choose to be billed annually, you’ll save $240 per year.

4. Chili Piper

Chili Piper's Concierge landing page with text that says "Double inbound leads with zero additional effort" and "Instantly qualify, route, and book leads from your existing web forms." There is a button to get a demo and a button to see a preview.

Our Concierge product gives users the ability to optimize their web forms to qualify, route, and book leads — instantly. 

Concierge allows prospects to book a meeting as soon as they submit a form on your landing page. This doubles the number of inbound leads and provides your sales team with more conversion opportunities. They also have the opportunity to immediately meet with someone on your team, either via phone call or video meeting. 

You can create intelligent rules within Concierge to route leads based on company size, industry, and other factors that are important for you. You can also route high-priority leads directly to a sales team member, and direct low-priority leads to a webinar or an email drip.

Concierge Pricing

Concierge has three plans that you can choose from. 

We recommend starting with our Spicy plan. This is the first plan that allows visitors to schedule meetings from any web form. 

Note: It’s important that you are using either Salesforce or Hubspot for your CRM solution. These are the two CRMs that Concierge currently supports. 

The Spicy plan includes the following and more:

  • Up to 100 routed leads per month
  • Schedule meetings from any web form
  • Real-time lead qualification
  • Real-time lead and meeting routing
  • Automatically create and update leads, contacts, opportunities, and events in your CRM
  • Email and SMS reminders
  • CRM integrations with Salesforce and Hubspot 
  • Zapier, Slack, and Twilio integration
  • Form Integrations with Marketo, Pardot, Eloqua, Hubspot, and more
  • Email support

Note: If you need up to 1000 routed leads per month and live video and phone call routing, look into our Hot plan. If you want unlimited routed leads per month, check out our Inferno plan

Spicy plan pricing is broken down as follows:

  • Monthly billing price: $225 per month
  • Annual billing price: $150 per month

There is also a user license fee: $45 per user per month under the monthly plan or $30 per user per month under the annual plan. 

Note: If you choose to be billed annually, you’ll save $900 per year on the platform fee and $180 per year for each user. 

5. Optimizely

Optimizely home page with copy on unlocking digital potential and creating digital experiences with data using their platform.

Optimizely provides users with the ability to conduct A/B testing on their landing pages. 

Users can load the original landing page and then create one or more variations to test the effectiveness of changes to different elements on the original page. You can then upload a code to track the performance of each page.

Optimizely creates reports on the effectiveness of the overall landing pages and the different elements within the landing page. This enables you to find the combination of elements that provides higher conversion rates.

Optimizely Pricing

Optimizely’s plans fall into two buckets: Full Stack and Web. 

We recommend starting with their Web package. This package is for website optimization and personalization, which enables you to deploy website experiments and personalize campaigns. 

The Web package has the following plans:

  • Grow
  • Accelerate
  • Scale

Note: Optimizely does not include pricing on their plans page. If you want pricing information, you will need to contact sales.

Check out the comparison of each of their plans for a full list of features

6. Visual Website Optimizer

Visual Website Optimizer (VWO) homepage with text saying "Fast growing companies use VWO for their A/B testing." There's a field to input your email address to try VWO for free, logos of brands that use the product like Forever 21, HBO, and Domino's. Towards the bottom it says "A/B test anything and measure its impact everywhere" beside a graphic that shows testing for browsing behavior, purchase events, sign ups, and more.

Visual Website Optimizer (VWO) also gives users the ability to conduct A/B testing on landing pages. 

Users can set up A/B, multivariate, and split testing without needing to code. You will then get insights on user intentions and behaviors with marketing funnels, session recordings, heatmaps, surveys, and form analytics.

Its remarketing tool uses push notifications, Facebook Messenger bots, and cart abandonment campaigns to encourage previous users to re-engage with your landing page. It also provides tools to support marketing campaigns.

VWO Pricing

VWO has these three plans across all of their products:  Growth, Pro, and Enterprise. The growth plan is their base plan.

The two other plans, Pro includes everything in the growth plan plus more and Enterprise includes everything in the Pro plan and more. The plan you choose will depend on whether you're just getting started, in growth mode, or want to scale things. 

We recommend starting with the Conversion Optimization Essentials product on their Growth plan. It's a combination of their VWO Testing and VWO Insights products.

Note: First-time users can sign up for a free 30-day full-featured trial.

The Growth plan for the Conversion Optimization Essentials product comes with the following and more:

  • A/B Testing
  • Split URL Testing
  • Mobile Website Testing
  • Clickmap
  • Heatmap Comparison
  • Page and Session Level Recordings
  • Basic Form analysis
  • Email and Chat Support

Note: VWO does not include pricing on their plans page. If you want pricing information, you will need to contact sales.

Check out the comparison of each of their plans for a full list of features.

7. Hotjar

Hotjar homepage with text that reads "Understand how users behave on your site, what they need, and how they feel, fast." There is a button to try it for free and a button to try an interactive demo. Below is a gif of the tool, showing their heatmap function.

Hotjar uses heatmaps that allow you to view what visitors are doing when they arrive on your landing page. 

Heatmaps support landing page optimization by enabling users to identify and analyze how visitors interact with various elements on the landing page. You can track and collect different metrics, such as Customer Satisfaction (CSAT), Net Promoter Score (NPS), and the Voice Of Customer (VOC).

Users can also create surveys to collect feedback directly from prospects on their experience with the landing page. This information can help you make decisions that affect optimization.

Hotjar Pricing

Hotjar offers four plans that you can choose from. 

Note: You can sign up for a free plan that includes capturing up to 1,000 pageviews/heatmap.

We recommend starting with their Plus plan. This is the first plan with unlimited heatmaps enabling you to see how your visitors interact with your landing page. 

Note: You can sign up for a free trial under this plan.

The Plus plan includes the following and more:

  • Automatic data capture
  • Up to 3,000 session recordings per month
  • Unlimited heatmaps
  • Capture up to 100 daily sessions
  • Unlimited surveys & incoming feedback widgets

Note: Look into their Business plan if you need more daily sessions, custom-built integrations, user attributes, rage clicks and U-turns, and removal of Hotjar’s branding. 

Plus plan pricing is $39 per month.

8. Crazy Egg

Crazy Egg home page enables you to enter your UR to show your heatmap, and shows a illustration of two people in a hot air balloon.

Crazy Egg also uses heatmaps to determine how visitors are using your landing page when they arrive.

Users can install code or use a WordPress plugin to track what visitors are doing on the landing page. Heatmaps show what areas are attracting the most attention, which enables you to move key elements into those areas.

You can identify where readers begin to drop off or areas of content being ignored. You can then optimize the landing page by changing these elements or removing them entirely.

Crazy Egg Pricing

Crazy Egg offers five plans that you can choose from. 

All of their plans include unlimited A/B tests and unlimited websites. The difference between all of them are the number of tracked pageviews, snapshots, recordings, the amount of recording storage, and other features.

We recommend starting with their Basic plan

Note: First-time users can start with a 30-day free trial under this plan.

The Basic plan includes the following and more:

  • Unlimited A/B tests
  • Unlimited websites
  • 30,000 tracked pageviews per month
  • 25 snapshots
  • 100 recordings per month
  • 3 months recording storage

Note: Look into their Standard plan or any of their other plans if you need more tracked pageviews, snapshots, monthly recordings, and recording storage. 

The Basic plan pricing is $24 per month.

Note: All plans are billed annually.

9. UserTesting

UserTesting homepage with text that reads "Experience what your customers experience. Within a few hours, get the human insight you need to deliver exceptional products, services, or brands." There is a button that says "see demo" and one that says "watch video" beside an image of a man testing a product and providing feedback.

UserTesting allows users to collect feedback from customers in real-time. 

You can invite users to navigate your landing page, who will record audio of their thoughts on their experience and various elements. With the paid version, you can target users by specific demographics, while the free version involves random users.

You can review audio and video to get actionable direction on how to improve your landing page. You can also arrange interviews with individuals to collect more information on their feedback.

UserTesting Pricing

UserTesting offers three plans to choose from. 

We recommend starting with their Essentials plan which comes with the following: 

  • Test builder and template gallery
  • Demographic filters and screener questions
  • Dashboard and metrics
  • Transcripts
  • Integrations with Slack, Jira, and Trello

Note: Look into their Advanced plan if you need unlimited workspaces, live conversations, test plan and audience management, and interactive path flows and clickmaps. 

UserTesting does not include pricing on their page. If you want pricing information, you will need to get started and speak with their team.

Note: You can request a trial but information on trial length is not included. 

Check out the comparison of each of their plans for a full list of features

10. Hello Bar

Hello Bar homepage with benefits and features of using the product and a free trial option to see how it works on your website. The text reads "Convert 83% more visitors into leads, subscribers, and buyers."

Hello Bar allows you to add a popup message and collect emails on your landing page.

Users can add a banner or floating bar at the top or bottom of visitors’ browser screens. You can use the Hello Bar as an extra CTA and direct traffic to specific pages.

The Hello Bar can promote a lead magnet, discount, company news and updates, and blog posts. It can also be used to collect visitors’ email addresses for mailing lists and newsletters.

Hello Bar Pricing

Hello Bar offers four plans that you can choose from. 

Note: The Starter plan is free, and it includes a limit of 10 popups, 1 live test, an unlimited number of subscribers, and up to 5,000 sessions per month.

We recommend starting with the Growth plan. This is the first plan that includes an unlimited number of popups, subscribers, and A/B tests. 

The Growth plan includes the following and more:

  • Unlimited number of popups, subscribers, and A/B tests
  • Up to 50,000 sessions per month
  • 3 seats
  • Custom Thank You page
  • Advanced-level support

Note: Look into the Premium plan if you need more sessions per month, unlimited seats, and a higher level of technical support.

Growth plan pricing is broken down as follows:

  • Monthly billing price: $29 per month
  • Annual billing price: $24 per month

Note: If you choose to be billed annually, you’ll save $60 per year.

The Bottom Line

Thanks to the wealth of landing page optimization tools, it has never been simpler to test and improve the conversion rates of your landing pages. Use one or more of the tools described above to optimize your landing pages to attract and convert more hot leads.

About the Author

David Gargaro has more than 20 years of experience as a content writer and copy editor. His content has appeared in Business.com, ITPro.com, RHB Magazine, Advisors Magazine, and more. In his free time, he enjoys reading, catching up on TV shows and movies, watching hockey, and playing with his daughter.

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