13 Best Landing Page Optimization Tools 2021 (Ranked)

Landing pages are there to increase conversions, they take maximum resources to optimize and create. Particularly while dealing with multiple custom landing pages for specific campaigns. This is where we need landing page optimization tools.

Landing pages are the most effective way of nurturing prospects and increasing conversions through the funnel to help purchase the services and products you offer. Landing pages are standalone pages on your website, they should be free of any distraction and thus entice the visitors to purchase.

In the process of lead generation, a landing page acts as a key component of an appealing and attractive way to deal with potential customers. The best landing page booster tool helps in gathering customers’ addresses effectively along with other necessary information for your business.

Also, be mindful that a small change in the conversion rate will impart a huge impact on the business profit over time. Thus, creating a powerful and attractive landing page needs a landing page tool for optimization that provides all the essential features. Moreover, it should be best suited for your business needs.

In this post, we have listed and reviewed the tools available in the online market so you can choose the best one for your business.

How do you optimize a landing page?

You can follow these steps to optimize your landing pages and enhance the conversion rate:

1. Understand the goals of your campaign. Most landing pages lack the focus on a single goal or they have multiple offers that are overwhelming for the visitors. Thus, they lose the sight of conversion aspect. The key is to focus on one solution or offer. In this way, your users will not get confused.
2. Write straightforward headlines. You only have the first 10 seconds to grab your visitor’s attention. Therefore, it is very important to create a very straightforward yet bold headline.
3. Create a compelling text inflow. A visitor does not want to get into the details of what you write. Instead, they are appealed by what your outset says.
4. Use relevant images. Indeed, your content matters a lot, but the right images create the necessary emotions to convert visitors to customers. They are crucial to make your message stand out.
5. Add Call To Action (CTA). CTAs are the most important component of a landing page. Users are highly influenced by these to take necessary action. It involves using relevant messages in suitable sizes and colours.
6. Highlight your offer. The customers should find your offer as the first thing they see on your page. The value proposition should be extraordinary and attractive.
7. Control the loading time. You may spend a good amount of time creating the content and adding images to your perfectly designed landing page. But it won’t be of any use if the loading time of your page is high. Your page should load in a few seconds only or you might lose your customer.
8. Do not ignore optimizing the form fields. Your landing page works to take the visitor’s contact information. Therefore, it is mandatory to add a contact form on the landing page otherwise, your images and content will be of no use.
9. Test, Test, Test! Testing is further mandatory to test your landing page and improving the conversion rate. Using the right tool to test the landing page determines the success of your landing page. A/B testing helps you test several landing page content and layouts to understand the best way to target your audience.

The Best Top 13 Landing Page Optimization Tools

1. Unbounce

Best for the Legacy Landing Page Builder Platform

Unbounce is a preferred landing page for most marketers. It is because it is the first landing page tool ever used by marketers online.

In terms of functions, it has an no-code page builder. You can use a template to work with a designer or simply select one from their pre-built templates. Therefore, it proves to be the best option for beginners.

Moreover, there is a drag and drop editor. It means that you can edit CSS and HTML straightaway or say, add customized javascript. This is only suitable to make small tweaks to your page.

The desktop editor and mobile editor are shown with clarity. It makes sure that these pages are truly mobile optimized.

They offer landing page tools with a decent native A/B testing functionality along with popup tools. These features help in maximizing the conversion throughout the landing page and your website.

Features

• Edit and clone entire pages
• WordPress integration
• AMP mobile pages
• Add custom pixels and scripts
• Options to add maps
• Dynamic keyword insertion for SEM campaigns
• A/B testing
• 100+ out of the box template

Pros

• Custom domains
• Automated SSL encryption
• AMP-ready mobile pages
• Sticky and popup bar creation
• A/B testing

Cons

• Only concierge is used to audit logs
• Only concierge is used as Dedicated Launch Specialist
• Heat map functionality and team collaboration is not available
• Lacks automatic syncing between landing pages and Google Ads
• Lack of scalable creation
• Only 100+ templates
• A limited number of visitors in each plan

Price

All plans offer a 14-day trial period. Further, all plans include smart builder and classic builder, unlimited landing pages, unlimited popups, and unlimited sticky bars.

It provides 3 pricing tiers:

• The starting plan, Launch costs $72 per month.
• The Optimize plan costs $108 per month
• The Accelerate plan costs $180 per month.

Rating from clients

2. Landly

Best For Easy to Build Landing Pages

Landly is an easy landing page builder. With Landly, you will find shiny and responsive UI components. Also, it is easy to share them among websites and integrate different services such as Google Analytics, Stripe, and Intercom without coding.

It further lets you keep the new leads with your forms. There are numerous built-in Pulse supported beautiful images, undrawn images, and video streaming. Moreover, you can also use beautiful icons from the social icon, colored, and built-in abstract packs.

Landly is superfast in terms of site loading because of its lightweight. It is because it is served by a powerful Landly Engine. You can automatically respond to the requests of forms so you can further engage your potential customers.

Features

• Google Analytics
• Popups
• Custom domain
• Pre-built templates
• Form integration

Pros

• No coding needed
• Custom layouts
• All-in-one functionality

Cons

• High prices
• Not welcoming for beginners
• Limited features in basic and lower plans
• Inefficient customer support
• No free plan available and short trial period is insufficient to analyse its working

Price

It offers 7-day free trial without any credit card subscription with all three pricing tiers.

• The Starter plan costs $9.99 per month.
• The Lite plan costs $14.99 per month.
• The Premium plan costs $39.99 per month.

Rating from clients

Not available

3. Instantpage

Best For One Page Website Instantaneously

InstantPage is specifically designed to create landing pages for one-page websites. It takes only an instant to create and set up a website using Intantpage. It is all-in-one type tool to create your personal website from contact forms to colors. Above all, it also provides you with hosting services.

It is an easy-to-use and intuitive dashboard that allows you to adapt the feel and look of your website as you want. Even the colors and arrangements of a landing page are fully customizable.

It provides apps where you can add your contact details display your text and add social media.

The background options with Instantpage are unique. You can upload and display an image of your choice. Moreover, the database also contains free images for you to select for your landing page.

Features

• Funnel builder
• A/B testing
• Drag and drop builder
• Ecommerce Free CRM
• Memberships Platform

Pros

• Filtering, chekout and cart options in ecommerce website
• Split testing enhances the page quality
• Easy drag and drop interface
• Funnel builder lets you add highly converting pages

Cons

• High cost
• Less number of users so far therefore, less reviews
• Less number of updates
• Limited features in lower plans

Price

Instantpage offers a 14-day trial period for free with all the plans. It offers four pricing tiers.

• The Lite plan costs $6.90 per month. It provides unlimited popups and CRM with 1 custom domain and 1 website with 20 pages.
• The Standard plan costs $49.90 per month. It includes unlimited storage, and 1 wesite with unlimited pages along with everything you get with the Lite plan.
• The professional plan costs $108.90 per month. it provides unlimited store products and unlimited websire members. You get 120 GB storage in this package along with what you get in the Standard plan.
• The Multi-Brands plan costs $159.90 per month. it includes over 30 funnels, 120 GB bandwidth that ies 100-120 visitors per month and 3 websites. Besides, all the features, in the Professional plan are also included in this plan.

Rating from clients

4. LeadPages

Best for Landing Page for small businesses

LeadPages is another landing page optimization tool that you can consider for your business. As the name suggests, Leadpages works specifically to capture leads. It can help you generate attractive opt-in campaigns to capture leads, integrate and convert them through digital marketing tools.

A/B testing can be used to see which page version generates more leads and give you the best results. In this way, you can keep those that work best for you and eliminate the others.

The factor that makes LeadPages unique is that it not only has a huge collection of pre-built templates but also sort them for you according to their conversion rates in past.

Yet, most of these templates are not free. Thus, you will have to bear additional costs for each of those you select. 

Features

• Integrated with WordPress
• A/B testing available
• Helps in generating leads with forms
• Have 40+ tools
• Over 160 + out of the box templates 
• Has page design, form creation and other plugins
• Drag and drop editor
• Easy user interface

Pros

• A/B testing available
• Helps in generating leads with forms
• 160+ Pre-built templates, all mobile responsive
• Unlimited leads and traffic
• 40+ standard integrations
• Alert popups and bar
• Built-in on-page payments

Cons

• Lacks customer support in lower plans
• Difficult to publish pages to URL
• No AMP functionality
• Not SOC 2 compliant
• No ad-to-page mapping
• Limited personalisation and customization
• No template is free
• Lacks enterprise-grade type security
• Only higher plans provide specific integrations, email triggers and A/B testing.

Price

1. The standard plan starts at $27/month.
2. The Pro plan costs $59 per month
3. The highest plan, Advanced costs you $239 per month

All these plans offer a 14-day trial.

Rating from clients

5. Hotjar

Best Heatmap Tool

Hotjar is a smart landing page optimization tool. It maps out how the visitors interact with the landing page elements of your website. You can also use it for surveys on the landing page.

It works as an inbound marketing survey tool. With this software, you can create forms for customer feedback directly on your landing page. In this way, you can collect feedback from website visitors where you can carry out decisions about your services and products.

It also offers an A/B testing service. Also, there is an analyzer tool of landing page that provides you recommendations for optimizing your landing page. Thus, it increases the conversion rate.

The analyzer works simply. All you need to do is enter the URL in the tool and it will analyze all the elements such as copy, social sharing tool, hotspots, and color palette.

The preview option gives you visual results of overall element prominence and user satisfaction rate.

Features

• Visual analyser to analyse landing page elements
• Track all your web visitors
• Customer response to specific landing page elements
• Polls
• Session replays
• Heat maps for mouse maps, scroll depth and click maps
• Surveys
• Form analytics

Pros

• Free version analysis
• Best for blogs, eCommerce websites, software developers and advertising agencies
• Ideal for boosting SEO rankings

Cons

• Unable to create customer profiles
• Unable to integrate with Google Analytics
• Visual metrics cannot be seen other than taking manual screenshots

Price

Hotjar offers reasonable plans with a forever free plan. This plan provides generous free features. Above all, all these plans include unlimited team members, data storage for 365 days and a 30-day money-back guarantee.

• The second plan is Plus that costs $39 per month.
• The recommended Business plan costs $99 per month
• The Scale plan offers $389 per month

Rating from clients

6. Optimizely

Best For Enterprise and Mid-market Companies

Optimizely is a platform for experimentation that enables businesses for personalization and continuous experimentation across websites, connected devices and mobile apps.

It enables businesses to carry out deep experiments about the technology stack. Moreover, with Optimizely the users get to know broadly about the entire customer experience.

Currently, the product managers, developers and marketers are delivering more than 700 billion experiences. These experiences are best suited for the customers’ needs.

This software is well-designed to provide a digital experience of optimizing technology. It further includes user experience with better experimentation, AI-powered personalization, A/B testing, server-side testing and multivariate testing. 

Features

• Campaign segmentation
• Audience targeting
• Drag and drop
• Customizable templates
• Contextual targeting
• Performance metrics
• Multi-variates testing

Pros

• Most advanced A/B testing tool
• Rich dashboard to monitor experiments and provide snapshots of data
• Easy to use
• Great power to make changes to your website

Cons

• Lack of segmentation representation
• Difficult to understand user-interface
• Low uptime and lag time
• Costly
• Steep learning curve

Price

Optimizely does not provide pricing plans on their website. However, you can get their plans or personalize them according to your requirement only after contacting their customer care. 

Rating from clients

7. CrazyEgg

Best For Marketing and Product Teams

Crazyegg is a solution that majorly offers analytics solutions such as engagement analysis, A/B test results, user recordings, confetti snapshots, and heatmaps.

It is a website optimization tool made especially for educational institutions, digital agencies, eCommerce companies and small businesses. It analyses the user’s behavior in ad campaigns and email. This platform also enables teams to recognize issues, present segments across web pages, identify audiences and investigate buyer’s journeys such as confusing navigation.

It also provides an A/B testing tool. Besides, you also get administration rights to set particular goals of testing web pages.

Features

• Behavioural analytics
• Annotations
• Dynamic content
• Data visualisation
• Dashboard
• Campaign segmentation
• Content management
• Competitive analysis

Pros

• Super easy A/B testing
• The free trial offers generous features and gives a great experience
• Visualise clicks
• Easy to navigate and install
• Allows to understand and optimize your site users

Cons

• Flickering and glitch in interface
• Unable to pin dynamic content on web pages
• No funnel analysis

Price

Crazyegg offers a 30-day free trial for each plan. There are five pricing tiers in Crazyeggs.

• The Basic plan costs $24 per month.
• The Standard plan costs $49 per month.
• The Plus plan is the most popular one and costs you $99 per month.
• The Pro plan costs $249 per month.
• The Enterprise plan is customizable. You get everything unlimited in this plan. However, you need to talk to their customer support to get the personalised plan.

Rating from clients

8. Five Second Test        

Best For Landing Page Testing

Five Second Test is a landing page testing service with which you can let your marketing material, landing page brochures and logos be tested. It is also an important tool that provides you with a visual overview of how your final website would appear.

Five Second Test is very crucial because web users mostly spend their time on the appearance of a website. It turns out to be a very interesting service that gives you the user review as a reference to manage your website.

As a test, it shows your design to different users for five seconds. They are then asked different questions about it. In this way, the customers get to know the most prominent features they see at first glance. Therefore, you get an idea of what you have to improve and focus on.

You can also make required changes according to users’ feedback. This way, you can get a better conversion rate as well as traffic for your website.

Features

• Info collection
• Team accounts
• 3 times faster results
• Question testing
• Navigation testing
• Test customization
• Preference testing
• Click testing
• Variation split testing

Pros

• A/B testing provided
• Offers a free trial
• Highly responsive in all types of devices
• Suitable for freelancers, medium business, large enterprises and small businesses

Cons

• The reviewers are not among the target audience.
• Low reliability
• Does not give 100%definitive results of how your landing page will perform

Price

You can create a five-second test using different testers. The UsabilityHub shows the pricing of tests taken by UsabilityHub. However, you can ask for tests for $1 for each test of five seconds.

Rating from clients

There is no user rating of the Five Second Test on major rating websites (Trustpilot, Trust Radius, or g2.com).

9. Visual Website Optimizer

Best For Running A/B Testing

Visual Website Optimizer testing lets the users execute and create Multivariate & Split and A/B tests and deploy within minutes. It is powered by Smart stats and a Bayesian statistical engine. It comes with a powerful segmentation and accurate reports to help in making smarter decisions for businesses.

VWO Testing is also a part of the VWO Experience Optimization Platform that assists in determining the conversion leaks. It further engages the visitors, log their learnings, run experiments, conduct surveys and understand the behaviors of users.

It offers personalization possibilities with the main focus on optimization and research. Specifically, they are highly scientific in terms of these features. It is easy to create experiences, identify needs and create segments that match these needs.

Above all, it works with different domains and devices.

Features

• A/B testing
• Annotations
• Experience management
• Contextual targeting
• Customizable templates
• Visual and code editor
• Mobile app testing

Pros

• Many available integrations
• Goal setup is easier as compared to other platforms
• The analysis and research features are better than other platforms
• Third-party integration with heat map technology
• Integrated with Google analytics 360

Cons

• Testing pages with complicated URLs is difficult
• Geo-targeting is only available in the Enterprise plan
• Lower plans do not provide sufficient features
• Very pricey
• No built-in multi-page functionality
• Personalisation options are weak and need more updates

Price

It offers several personalized plans. However, you need to contact sales for pricing.

Rating from clients

10. Google Optimize

Best for Full Integration with Google Products

Google Optimize shows a special black box for randomization models and underlying analysis. However, you come to know the proper proportional allocation for all the experiences. It allows you to export your data to Google Analytics for proper segmentation.

It is possible to create a landing page without A/B testing. Also, A/B traffic requires a specific amount of traffic.

Google Optimize shows you which experiences on your site delight and engage your customers. It gives an insight as well as solutions that you need to deliver for your customers. Google Optimize natively integrates with Google Analytics so you can identify the exact part of your website that requires improvement.

Features

• Fully integrated with Google products such as Google Analytics
• Online website testing tool
• Split URL testing
• A high percentage of Traffic

Pros

• High traffic
• A/B testing available
• Split URL testing is easy

Cons

• Heat maps are not very accurate
• The profile storage duration is limited and short
• Session replays are also short

Price

It starts for free. However, Google Optimize 360 is available in the Enterprise plan. You need to contact their sales to get the price of Enterprise. It is very costly.

Rating from clients

11. OptinMonster

Best Lead Generation Software for Marketing Agencies

OptinMonster is a powerful lead generating tool that helps you create an email list with an effective opt-in form. It further connects you with the leading email marketing services. Moreover, you also get a wide range of rules to gather targeted leads.

It is well-suited for all types of small businesses, eCommerce websites, bloggers and marketing agencies. If you want to improve your conversions, grow your email marketing list or reduce cart abandonment then OptinMonster is the most suitable pick for you.

Its lead generation feature works out of the box and provides all major eCommerce and website platforms. In addition, it helps you integrate with more email marketing services as compared to any other competitors in this list.

Features

• Lightbox popups
• Scroll boxes
• Page-level targeting
• Exit intent detection
• 100+ templates
• Floating bars
• Gamified wheels

Pros

• Really helps in getting more leads
• Highly customizable and captures opt-ins
• Reduced abandoned carts and increase sales conversions
• Flagship app creates effective popups
• Pre-built templates with customizable options

Cons

• Drag and drop editor is not detailed
• It considers SaaS-style billing
• Pricing and support is bad
• No internal analytics
• Bad user interface
• Steep learning curve

Price

OptinMonster offers a 7-day free trial in all plans.

• It starts with just $9 per month in the basic plan. With this plan, you can use most of the features with a single site. However, the features are very limited.
• For multiple sites, you may want to opt for Plus or Pro plans.
• The Plus plan costs $19 per month and the Pro plan costs $29 per month.
• The pricing is quite high for all the plans. A more advanced plan, Growth costs you $49 per month. This plan provides you with all the tools to ensure maximum conversions.

User Rating

12. GetResponse

Best For Stunning Page Creation in a Few Clicks

GetResponse is one of the best landing page tools in addition to being a popular tool for webinar solutions and email marketing. It lets you build attractive landing pages for the websites. Thus, you get a high conversion rate.

The features offered in GetResponse are also easily integrated with a dozen of tools that you might already be operating. Such as Shopify, WordPress and Salesforce.

It has further made email creation and marketing easier than ever with its drag and drop editor and customizable designs. These two features lift most of the weight for you.

It sends the emails based on segments, triggers and sequences along with relevant data to optimize everything for your website.

Features

• Integrates with multiple platforms such as Facebook, KissMetrics, Bing and Adwords
• Email integration with GetResponse email platform
• Payment acceptance with PayPal button
• Includes tons of stock templates and photos
• Built-in analytics
• A/B testing

Pros

• Email support in all plans
• 150+ integrations such as Stripe, PayPal and Shopify
• 180 templates
• Custom domains
• Unlimited visitors and landing pages in all plans
• A/B testing

Cons

• Only higher plans have automation builder
• No visual team collaboration
• No enterprise security, SOC2 compliance or SSL certificates
• No Heatmap features
• Lacks ad-to-page and personalization mapping
• Lacks AMP functionality
• Not a dedicated platform for landing page builder

Price

It offers four pricing tiers:

• The Basic tier costs $12.30 per month
• The Plus tier costs $40.18 per month
• The Professional tier costs $81.18 per month
• The Enterprise plan is a personalised plan with the features of your choice. Therefore, it has custom pricing.

Rating from clients

13. UserTesting

Best For Testing 

UserTesting makes your company able to provide the best customer service powered by human insights. UserTesting is a platform that gives an on-demand human insight. Moreover, it gives its services for all the speed business demands, making the first decision at all levels and to companies across the industry.

Using UserTesting customer experience, digital, marketers and product team executives quickly and confidently create ultimate experiences for the target audience. Thus, it increases revenue and brand loyalty.  

All businesses from any industry can benefit from UserTesting. It is particularly beneficial for Consumer Tech, B2B, Healthcare, financial services, and retail businesses.

It also adds freelancers to review mobile apps and websites for a fee. It helps them generate a nice hourly wage as a freelancer. However, these tests are not available all the time.

The design team gets an idea about the user experience and they know what to discard and add to the design. The user experience also provides an insight to rectify and address the issue before the final product is released.

Fixing and identifying issues at the early stage cuts down the cost in the long run.

Features

• Analytics and insights
• Video interviews, video snippets and surveys
• Screen activity recording
• Reporting/analytics
• Dashboard
• Animation
• A/B testing

Pros

• Fair payment options
• No certificates of legal documents needed
• Helpful tutorials for beginners with real tests available
• Well-defined and clear guidelines about performing tests
• The standard model of payment
• Quick response on selection status
• Systematic, user-friendly and transparent process of work

Cons

• Slow mobile version and slow loading
• Requires good technology and English skills
• Hard to qualify for the test
• The screener is difficult to qualify
• No update notification of new tests so a constant watch is required

Price

It offers three pricing tiers. But you need to contact their sales to get pricing details. It is not mentioned on their website.

Rating from clients

What is meant by landing page optimization?

 Landing page optimization is the process of creating a landing page with improved elements to optimize conversion. It improves the overall percentage of visitors to the website that works as sales customers and leads. It is a webpage that welcomes a visitor after the first click on the search engine or advertisement link.

You may also see relevant content that describes the extension of the link.

Unlike other pages on a website, a landing page is a standalone type and participates most in grabbing a customer.

What are landing page tools?

In marketing, we define a landing page as a lead capturing page or a destination page. It is a single web page that appears when a user clicks on a link in the search engine. It is built to improve the visitors’ percentage of the website.

A landing page tool is the most effective tool for landing page optimization. These tools ensure an increase in the efficacy of these tools and elements. These tools further define the efficiency of the landing page.

How do I create an SEO optimized landing page?

You can follow these steps to create an SEO optimized landing page:

1. Use your domain to publish landing pages
2. Optimise the URLs of your landing pages
3. Use https to make your landing pages
4. Choose the keywords to rank your landing page
5. On-page SEO Optimized
6. Content SEO optimized
7. Use optimized videos and images
8. Data markup should be well-structured
9. Mobile optimized
10. Speed optimized
11. Internal links should be added that point to your landing page
12. Get backlinks and promote your landing page
13. SEO efforts to be consolidated using 301 redirections

Conclusion

Landing pages can show the success of a marketing campaign. This is the reason you need to choose the best landing page software. You need to first identify your business needs before choosing one from our extensive and long list.

It may also give you a solution at a certain cost that provides everything you need for your website landing page at a lower price. If you are looking for advanced customization and functionality, you should invest more in attaining better results in the long run.

To wrap up, we will describe the need of using a landing page optimization software to optimize a landing page for our website.

These tools are very crucial to marketers who believe that marketing is a forever-evolving industry. Marketers tend to create landing pages more reachable and creative for their audiences in a more well-tested, high impact and innovative way.

These tools help in focusing better on the efforts to improve a landing page for the highest ROI. The conversion rates are highly increased using this tool. Also, it increases the overall ROI of each landing page.

We can also increase conversion rates by optimizing landing pages. It is evident from our review that all the tools are suitable for the users belonging to organic content.     

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