If you're running paid campaigns on Google Ads or Meta Ads and sending traffic to your homepage, you're leaving money on the table. Studies show that dedicated landing pages have conversion rates 65% higher than generic website pages. The reason is straightforward: a landing page has one goal, zero distractions, and a clear call to action.
The challenge? Building a high-quality landing page requires either a web developer or a specialized tool. And if you want to A/B test multiple variants quickly, you need a dedicated builder. In this guide, we compare the 5 most popular landing page builders and help you choose the right one for your needs.
The average conversion rate for landing pages is approximately 9.7%, compared to just 2.35% for generic pages. The difference comes from focus: one offer, one message, one button.
When you need a landing page builder
Not every business needs a dedicated tool. But if you find yourself in one of the scenarios below, a landing page builder will save you time and money:
Your CMS isn't enough
You have a website on WordPress, Shopify, or another CMS, but every layout change requires a developer. You need agility: the ability to create and publish new pages in hours, not weeks.
You run paid ad campaigns (Google Ads, Meta Ads)
Every campaign should have a dedicated landing page. Sending paid traffic to your homepage means lower ROAS. A builder lets you quickly create pages specific to each audience and offer.
You want to A/B test rapidly
Testing headlines, CTAs, and layouts is essential for CRO. A landing page builder with built-in A/B testing lets you launch new variants in minutes, not days.
Key features to evaluate
Before choosing a landing page builder, make sure it offers these critical features:
- ✓Drag-and-drop editor — no code, no developer, move and customize any visual element
- ✓Built-in A/B testing — test headline, CTA, image, and layout variants without external tools
- ✓Page speed / performance — pages must load under 3 seconds; every extra second drops conversions by 7%
- ✓Template library — conversion-optimized templates by industry, ready to customize
- ✓Integrations (CRM, email, analytics) — native connections with HubSpot, Mailchimp, Google Analytics, Meta Pixel, and more
- ✓Mobile responsiveness — every page must look perfect on mobile, tablet, and desktop
If a builder doesn't check at least 5 out of 6 criteria, look elsewhere. Compromises on these features will cost you conversions and time.
Quick comparison: Top 5 landing page builders
| Tool | Best For | Key Feature | Starting Price | A/B Testing? |
|---|---|---|---|---|
| Unbounce | AI-powered optimization | Smart Traffic (AI) | $99/mo | Yes |
| Kartra | All-in-one platform | Funnels + email + pages | $119/mo | Yes |
| Instapage | Enterprise teams | Real-time collaboration | $199/mo | Yes |
| Leadpages | Small businesses | Most affordable | $49/mo | Yes |
| Elementor | WordPress users | Maximum flexibility | $59/yr | With external plugin |
Prices are approximate and may vary by plan and number of pages. Below, we analyze each tool in detail.
Detailed reviews
1. Unbounce — AI-Powered Landing Pages
Unbounce is the pioneer of landing page builders and remains one of the most powerful options on the market. Their standout feature is Smart Traffic, an AI algorithm that automatically routes each visitor to the page variant most likely to convert. Instead of waiting weeks for A/B test results, Smart Traffic starts optimizing from the first 50 visits.
The drag-and-drop editor is intuitive, the template library is extensive, and integrations with Google Ads, Meta, HubSpot, and Mailchimp are native. Pricing starts at $99/month, placing it in the mid-to-premium range.
Best for: marketers who want AI-based automatic optimization and who drive high volumes of paid traffic.
Try Unbounce2. Kartra — All-in-One Platform
Kartra isn't just a landing page builder — it's a complete platform that includes landing pages, email marketing, sales funnels, membership sites, helpdesk, and even video hosting. If you want to eliminate 5-6 separate tools and have everything in one place, Kartra is the top contender.
The landing page builder within Kartra comes with conversion-optimized templates, built-in A/B testing, and an analytics system that shows you exactly which funnel steps are losing visitors. Pricing starts at $119/month, but it replaces multiple subscriptions.
Best for: entrepreneurs and small businesses that want a single platform for everything: pages, email, funnels, and automations.
Try Kartra3. Instapage — Enterprise-Grade
Instapage is the preferred solution for large marketing teams that need real-time collaboration on landing pages. Multiple team members can edit the same page simultaneously, leave comments, and approve variants — similar to Figma, but for landing pages.
Personalization features are advanced: you can display different content based on traffic source, geographic location, or device. A/B testing is robust, and heatmaps are included. Pricing starts at $199/month, making it better suited for companies with larger budgets.
4. Leadpages — Most Affordable
Leadpages is the ideal choice for small businesses and freelancers who need professional landing pages without a large budget. At $49/month, it offers a solid drag-and-drop editor, over 200 templates, and integrations with the most popular email marketing platforms.
It doesn't have Unbounce's AI features or Instapage's collaboration, but for those who want simple, fast, and effective pages, Leadpages offers the best value for money on the market. A/B testing is included on the Pro plan.
5. Elementor — WordPress Plugin
If you already have a WordPress site, Elementor may be the most practical option. It's the most popular page builder for WordPress, with over 15 million active installations. The flexibility is unbeatable: you can build any layout imaginable, from simple landing pages to complex pages with animations and advanced interactions.
The downside: it requires WordPress (it's not a standalone platform), and A/B testing needs an additional plugin. At $59/year it's by far the cheapest option, but you need to add the cost of WordPress hosting.
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It's not just the tool that matters, but the strategy behind it. Our CRO team helps you create landing pages that convert, test variants, and optimize every element for maximum results.
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