Landing Page Optimization Tools

Landing pages have always been an essential part of any marketing funnel. But in the past several years, there have been a lot of landing page optimization tools developed and they can all make a marketer’s life easier. 

In today’s article, we’re looking at some of the top choices in this category, describing what they can do for you, and also talking about their pricing. Get ready, there are a lot of them!

Best Landing Page Optimization Tools

Unbounce

This one is perhaps the most popular landing page optimization tool that we came across, and for good reason, too. First of all, it’s one of the easiest tools to use, and it comes with an extremely user-friendly page builder. 

Naturally, you can collaborate with your web designer to get everything perfected as you like, but the truth is that Unbounce makes a number of pre-made templates available to you to get started as easily and conveniently as possible. 

Unbounce is also a landing page tester, especially since it comes with fully functional A/B testing, as well as a variety of popup tools that can all help you increase your conversions. 

In terms of pros, we’d say that the most significant one is the fact that you do not need any previous design experience as there are many templates available for a whole range of industries. The major drawback, on the other hand, is that Unbounce doesn’t have a heatmap, so you’ll have to use another tool for that. 

The pricing ranges from $80 for up to 20K visitors, one domain, and 500 conversions and goes up to $300 for 50K visitors, 15 different domains, and as many as 3,000 conversions. 

Five Second Tests

This one is more of a testing tool rather than an optimization or builder one. As its name suggests and as you probably know, Internet users these days are extremely low on patience, so it takes less than 5 seconds to get them interested about something or, on the other hand, to lose their interest.

This tool enables you to collect feedback from your users so that you get what they understand about your landing page in under five seconds. 

Although it is a useful tool to keep in mind, we’d argue that it depends on luck. It isn’t as exact as you might expect it to be, and you don’t know which users give you the feedback. 

Tests are priced at $1 each. 

Crazy Egg

The biggest advantage to using Crazy Egg is that you aren’t restricted to utilizing it strictly for your landing pages. In fact, Crazy Egg is an incredibly resourceful and useful tool when it comes to analyzing all of your website visitors’ behavior and tracking any issues that might come up. 

We’d say that Crazy Egg is the best tool for small businesses such as agencies, e-commerce websites, and pretty much any marketing team. 

Some of the most notable features that this tool has to offer range from data visualization and heatmaps to behavioral analytics, audience targeting, and campaign segmentation. 

While it can malfunction from time to time, Crazy Egg gives you the opportunity to visualize clicks and the specific areas in your landing pages with which users most interact with. It’s also quite easy to use, install, and navigate and allows you to make the most of your marketing efforts. 

The pricing ranges from the basic plan, which costs just $24 a month for 30k pageviews, 100 recordings, and 25 snapshots, to the Pro plan, which costs $249 and gives you the ability to track 500K pageviews, 5000 recordings, and 100 snapshots. 

LeadPages

This is another interesting landing page optimisation tool that comes with a variety of features, from a drag-and-drop landing page builder to the ability to perfectly customize your marketing campaign. 

You also get access to an impressive number of pre-built templates so that you can get your landing page up and running in no time. It’s affordable, powerful, and convenient, and it usually doesn’t raise any technical difficulties to anyone, whether they have previous experience with working with landing pages or not.

In terms of pricing, we couldn’t help noticing that it is one of the most economical tools on this list since their subscription packages start at $25 a month. 

Popupsmart

This lead generation tool can help you make the most of your landing pages, whether you intend to attract more email subscribers, give them offers, or have them test your products or services so that they can provide you with useful feedback. 

Popupsmart is a no-code popup builder tool that enables you to increase your engagement and sales. It’s got a wide variety of features that you can take advantage of, such as popups, sticky bars, or opt-in forms. 

There is a free plan available that lets you use the tool for one website with one pop-up and up to 5,000 views. The paid plans range from $29 a month for as many websites and populous as you want and 100,000 views to $129/month for unlimited pop-ups and websites and as many as 1 million pageviews. 

Instapage

If your landing page skills aren’t up there just yet, you should definitely consider trying out this tool. Its editor is far easier to work with (even compared to that of Unbounce), so it’s a great option if you’re starting out. 

Some of the features you might want to know range from data quantification and heatmaps to SEO, domain integration, A/B testing, and sessions replay, monitoring, and data segmentation. 

In terms of advantages, we’d argue that Instapage is by far the best tool to consider for beginners. Based on the information we found about it, it also seems to have outstanding customer support. 

On the other hand, it’s got no popups and opt-in forms, and some users say that they have experienced technical issues with it in the past. The pricing isn’t clear, either, so you’ll have to get in touch with an Instapage representative to find out more. 

Hello Bar

This one is a pretty basic tool, especially compared to some of the others that we have described here, but it does offer plenty of value. In a nutshell, it lets you create a banner floating at the bottom or top of the landing page that your users visit — so you can use it to acquire email marketing subscribers, offer discounts, or get more leads. 

We’d say that the best thing about Hello Bar is that it perfectly integrates into the design of a myriad of different types of landing pages. It’s not as intrusive as other tools, so it’s not going to ruin your users’ experience, either. 

Hello Bar has several different plans available. You can test out the free one if you’d like to see what the tool has to offer, but the basic paid plan costs $29 a month. 

Google Analytics

There’s really not that much to say about Google Analytics — everyone uses it, whether they do it for their landing pages or to monitor the traffic they generally get on their websites. 

The numbers that it gives you can provide you with a pretty good indication of how users interact with your content, but the truth is that it’s not as effective as other software options. 

You can, of course, check out your pageviews, number of unique visitors, bounce rates, and the time that people generally spend on your website — and which pages they tend to visit the most. 

In terms of behavior, you can segment your audience and have a look at their age and location so that you get a better grasp of who you’re addressing with your content. 

Read more: Content Marketing Packages

Hotjar

This SEO landing page tester is one of the oldest and most effective ones. While some marketers still rely on free tools such as Google Analytics to collect user data and try to assess user experience, Hotjar gives you more control and also has an interface that’s particularly easy to work with. 

The downside is that it’s not a landing page builder, but you can use it alongside one, too. Hotjar is one of the most popular pieces of software we’ve showcased here, and it appears that half a million businesses across more than 180 countries use it at present. 

If you’re having second thoughts about how it can help you, we’ll tell you that there is a free version that you can test out and that lets you track user behavior for sites that get less than 2,000 pageviews per day. 

The basic plan costs $39 a month and can be used by low-traffic websites. The $99 plan can be used for enterprises that get tons of traffic daily. 

Optimizely

The first thing that we’d like to add about Optimizely is that it is more geared toward large organizations rather than small businesses. It’s one of the best tools to use if you get tons of traffic. 

In terms of functionality, it’s quite easy to use, but it has heaps and heaps of features, from running experiments across mobile and TV apps to web properties. 

We couldn’t find any information about the pricing at this time as you will have to get in touch with an Optimizely representative in order to find out as much as possible about their offers. 

Ahrefs

While it is not a landing page optimization tool per se, Ahrefs can definitely give you a lot of value by enabling you to discover what keywords you should use and which ones are connected to your services or products. 

ahrefs

Naturally, the tool comes with plenty of other features, from batch page analysis to competition analysis, a content explorer functionality, and much more. 

Ahrefs has four different pricing plans available, and they range from the Lite one (priced at $99 a month) to the Agency one (priced at $999 a month). 

Visual Website Optimizer

What seems to make this tool stand out from the crowd is that it is one of the few ones that allows you to perform content experiments on your landing pages. 

There are a lot of features worth writing home about, such as VWO testing and VWO insights — with the latter giving you the ability to understand your users’ intentions and behavior using heaps of features such as surveys, heatmaps, marketing funnels, recordings, and analytics. 

It is worth adding that considering the pricing of the tool and its complexity, it is more geared toward large enterprises rather than small agencies. While it does have a free trial available (which lasts for 30 days), the basic subscription plans start at $199. 

FullStory

Even though it is comparable to many heatmap tools in many ways, FullStory does have its own fair share of advantages, such as giving you the opportunity to better understand your users’ behavior and interactions. 

Tracking is a breeze, and the analytics that you’ll get following the entire process will allow you to get a good grasp of the areas that need improvement. 

While there are many more functionalities that you might want to consider when deciding whether to get a paid plan of this tool or not, such as frustration tracking, click tracking, and even bug tracking, some users argue that the pricing isn’t clear at all and that the sessions can quickly run out, calling for repeated upgrades.  

Olark

Depending on the industry you are in, Olark can be quite helpful for you. It’s geared toward e-commerce websites or those that offer services where customer support can be an important part of the funnel. 

Olark is a live chat solution that’s quite affordable, easy to install and work with, and that also lets you create automated messages. But wait, there’s more — this tool is also helpful in terms of analyzing your team’s performance and the way the discussions with potential buyers actually work. 

You can check out their free trial if you haven’t made up your mind about whether Olark might be helpful for you or not. The paid plans start at just $19 a month, which is quite economical. 

UserTesting

Like Five Second Test, this tool is more geared toward showing you the activity of your landing page users rather than giving you the mechanism to improve it. 

The reason we’ve decided to showcase it here is that it can record both the way users interact with your page and the audio, too. This gives you the ability to hear what your audience is saying and look at their facial expressions while they look at your page. 

Needless to say, this also means that you have to tell your audience that you will be performing these recordings so as to avoid having any legal problems. While UserTesting is pretty effective and it can also integrate with Slack and Trello, it all comes down to what expectations you have in terms of a heatmap-like tool like this one. 

Convert.com

This powerful and user-friendly tool has excellent support, as well as documentation. It’s also worth noting that it can integrate with a variety of other tools from HubSpot to HotJar and Google Analytics. 

The platform lets you test out a variety of landing pages and also gives you the mechanisms to improve them depending on your marketing goals. 

What we would like to add about Convert.com is that due to its pricing, it is more designed for enterprises and large businesses rather than small agencies and the likes. The plans start at $699 per year. 

HubSpot

We’ve mentioned HubSpot in many of our other articles because it is one of the largest and easiest to use marketing platforms out there. It’s got everything you might ever need, from a CMS to landing page templates, pop-ups, native A/B testing, as well as chatbots. 

There are a lot of other features you might be interested in if you decide to check out this tool — from HubSpot Email Marketing to HubSpot Form, which also comes with analytics included for every landing page. 

In a nutshell, HubSpot is definitely worth considering, although we do have to note that it is not cheap. The Starter plan begins at just under $50 a month, but you aren’t going to get all of the features for this money. 

Google Optimize 

This tool is free and comes with excellent documentation. It’s got a variety of features from split URL tests to multi-page funnel experiments, and it even includes good customization technology. 

The downside, of course, is that there are plenty of limitations to be mulled over and you aren’t going to get the same features as you would with a paid tool such as Hotjar or Instapage, for example. 

Even so, it might be a pretty good option for someone who’s just starting out and doesn’t have a huge budget for landing page optimization services. 

Conclusion

As you might have noticed, there’s no shortage of landing page optimization tools these days. 

The biggest downside is that you’ll more often than not get a subscription to two or even three different tools which can hopefully integrate with one another and make your task easier — besides HubSpot (and even HubSpot doesn’t come with all of the features), there aren’t too many full-featured tools out there. 

To give you some basic idea of what you primarily need, you’ll require a page builder, experimentation tools, as well as qualitative and quantitative insights tools. 

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Craig Campbell

I am a Glasgow based SEO expert who has been doing SEO for 18 years.

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