Review Landing Page Marketing

LeadPages vs Instapage – Landing Page Builder Comparison

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Despite using an all-in-one marketing automation tools, marketers often complain about landing pages and the conversion. Hence marketers prefer to opt for a landing page tool that will give them better functionality, support, and focused community. For a marketer like me with least programming and design knowledge, I would definitely need a dedicated landing page tool to create a highly customized and convertible landing page. Hence, in my quest to get the best out of my landing pages, I tried two of the most common landing page tools- Instapage and LeadPages; so this blog post compares all pro and cons of LeadPages vs Instapage.

Landing Page Building: The Rule Book

Off late, landing pages are mostly being used for online ad campaigns. The landing page captures user information like name, email, phone number and so on. Many landing pages have forms embedded on the page (also known as click through pages) while many have a call to action button placed which redirects the users to the form. Recently, I published an article on landing page building tools: 2 Best LeadPages Alternatives You Should Use Now.

In my previous article, as I had mentioned: A landing page is usually used for collecting information. Some common places landing pages used are:

  • To request a demo
  • For some special promotion
  • To offer a reminder
  • To conduct the survey
  • To sign up for a “coming soon” product; and so on.

You can retarget your visitors using a landing page with Facebook ads. Facebook gives this amazing option of providing visitors with coupon code or offers when they arrive via the landing page being used in the campaign. Similarly, landing pages can be used on twitter too to get more inbound traffic.

To create a landing page, there are some rules that must be followed. The sole target of a landing page is not just to create it but to optimise it so that maximum conversion can happen. To optimise your landing page, you must follow these rules:

  1. A catchy headline that will resonate with your targeted audience.
  2. A call-to-action button strategically placed for the audience to click.
  3. Lucid and attractive design so that journey of your visitor from your landing page to performing the designated action is smooth.

Now that we have established that optimizing a landing page is mandatory and the sole aim of creating one, I will start with the main area of this post: LeadPages vs Instapage.

LeadPages and Instapage: An overview

LeadPages vs Instapage

Before I start with the comparison, it is important to mention that choice of tools varies from user to user. It might so happen that my choice may conflict with that of another marketer. Usually, a tool is reviewed and compared on the basis of few particular criteria: user interface, feature list, price and on-boarding journey.

LeadPages and Instapage, both are very similar in terms of feature list. They both have features like:

  1. A/b testing
  2. Analytics and reporting
  3. Automated emails
  4. Campaign management
  5. Content personalisation
  6. Custom HTM and CSS
  7. Design templates
  8. Drag and Drop editor
  9. Lead capture tools
  10. Social sharing widgets
  11. WYSIWYG builder

Both these tools have very minute differences. For a simple landing page that can be handled with someone with least HTML and CSS knowledge, LeadPages is befitting. If you want a landing page with customized fonts, background, shapes and other page elements, Instapage editor is perfect. On comparing the two tools, I realized that it not hugely about how different they are in terms of features. It is more about how each tool works under each feature category.

LeadPages vs Instapage - Landing Page Builder Comparison 1

Update: Both Leadpages and Instapage are now GDPR and CCPA ready for European users and subscribers. Both the applications are proving required features to handle the accounts accordingly.

Both the tools have WordPress plugin to publish your landing page for your website running on WordPress. The templates are mobile responsive and they both integrate with many platforms.

LeadPages vs Instapage

For a beginner to roll out a landing page in few minutes, LeadPages will be easy just like Instapage. However, Instapage has more customising options. The best part is, customisation does not stop at changing a theme colour or text in Instapage. You can actually build a landing page from scratch with its powerful editor. To be honest, this editor is equally easy for a beginner as well as an experienced designer.

LeadPages vs Instapage
LeadPages vs Instapage: A Detailed Comparison

Without much ado, I will start with the in-depth comparison of the two landing page building tools.

Landing Page Builder

LeadPages allow you to build a simple landing page in a few minutes. The host of templates is designed to serve specific purposes like subscription to an email list, signing up for a webinar and so on.

It also has a number of categories/industries to choose from:

LeadPages vs Instapage - Landing Page Builder Comparison 2
Leadpages templates

The drag and drop editor that allows you to add page elements like

  • Copy
  • Autoplay video
  • Headlines
  • Countdown timers to create a sense of urgency for better conversions
  • Exit pop-up to get visitors to sign up when they are about to leave.

The landing page builder of LeadPages is simple but it has certain restrictions in terms of design and customisation.

Instapage has all these features mentioned above. Along with that, you can

  • Add custom HTML and CSS
  • Add JavaScript
  • 100+ page templates to choose from
  • Third party landing page templates from ThemeForest
  • Build landing page from scratch
  • Customise fonts (5,000+ premium Google and Typekit webfonts)

Page elements are listed in top toolbar in Instapage. Unlike LeadPages, you can add modal pop-up boxes. A modal popup box is displayed on the top of the current page.

Parallax Scrolling Feature: Instapage offers this advanced design technique that helps you create a 2-Dimensional illusion.

Images can be edited. You can also get hold of stock photos with a one time payment. Instapage integrates with Bigstock to give you royalty-free 31 million photos, videos and vectors to add to your landing page.

The best feature to me is the Page Version History.

A/B Split Testing

LeadPages vs Instapage
A-B comparison. Split testing.

LeadPages provides a quick A/B test launch. You can create variations and test which one works for you. From the LeadPages UI, you will get an overview of the conversions and other metrics indicating which one is performing better.

It is the same with Instapage. Here you not just get an overview. Rather, Instapage automatically divides your traffic between the two campaigns and highlight metrics like conversion rate, unique visitors, total conversions and points of improvement for each version.

Hence, my vote is to Instapage. It is obviously much more helpful to know how much traffic each version has generated and converted, than to get an overview. I think it helps in quantifying my efforts a lot more. Instapage is much more detailed. Also the integration with Google Analytics makes it much more easy to install using JavaScript code manager.

Mobile version

LeadPages provides templates that are responsive on mobile devices. You will not miss out on traffic hence.
Instapage offers AMP+Thor render engine that promises a speed boost which is a feature that Leadpages doesn’t offer.


Recently, LeadPages acquired Drip, an email marketing automation tool. You can read about Drip here: Best Mailchimp Alternative Tool: Drip.

LeadPages integrates with

LeadPages Integration
LeadPages Integrations

Instapage integrates with

LeadPages vs Instapage
Instapage integrations

While Instapage offers more customizing options like page layout, fonts, and styling, I feel LeadPages take a lot less loading time. Instapage is a little heavier that can impact your performance at times when you are working with many design elements at a time.

The Deciding Factor: Pricing

Pricing is something that plays like the last deciding factor, atleast it does for me. So, let us look at the pricing details of both the tools:

LeadPages provide three plans, both on  monthly and annual basis.

leadpages vs instapage
Per Month$37$79$321
2-year plan (Paid every 2-years)$17$42$159

You can check the features available for each plan here.

Instapage offers two plans. The paid plans start from $149/month when paid annually, and the other is the enterprise plan the pricing of which can be customized.

leadpages vs instapages

Business plan: $149/month when paid annually.
Enterprise plan: Customized as per your needs.

All of the Instapage’s plans have the following features:

Drop in pixel tracking, CRM integrations, and Mobile Responsive landing pages. You will also get SEO friendly features, Marketing Automation Integration, Email Integrations. All landing pages are WordPress compatible.

To know the feature lists available under each plan, visit the pricing page.

Who wins?

Both LeadPages vs Instapage are touted as best landing page building tools in the market. Starting with a host of templates and easy on-boarding, both these tools are great.

However looking minutely, I will always prefer Instapage over LeadPages. I would like to have more fonts, styling options and also option to create a landing page from scratch. If you are judging in terms of speed and simplicity, I would recommend LeadPages. But if you are like me who can compromise a little on time for a better visually designed landing page, Instapage takes the cup. Also not to forget the host of integrations that Instapage offers.

Instapage: More Uniqueness

In the previous article on Best Alternatives to LeadPages, I had already mentioned about Instapage Squeeze Page, Splash page and Lead Generation system. What I didn’t mention is how Instapage is best for Facebook advertising. Instapage has a section in its blog dedicated to Facebook advertising.

Despite Facebook lead ads, marketers are using lead forms to capture leads. You can use a Squeeze page to capture leads from Facebook. Instapage notes down some noteworthy case studies in their blog on How to use a Facebook Squeeze Page to Capture Email Addresses. One such case study is that of Don’t Sweat the Small Stuff.

Don't Sweat the Small Stuff Landing Page Sample
Don’t Sweat the Small Stuff Landing Page Sample

Instapage landing page is deemed as the best tool for Facebook advertising. However, along with Facebook and Twitter, Instapage landing page builder comes handy with Instagram as well. Instagram generates instant ‘likes’ and ‘followers’ because of the visual contents. A visual content will always appeal more than a plain text. Driving by this concept, Instapage can help you generate 400+ Million users via your landing page. Here is an example of how Fast Food Restaurant A&W redirected its campaign.

A&W Landing Page Example
A&W Landing Page Example

You can offer incentives like Everlane did. This gives you an option to tap a particular section of audience who prefer Instagram over Facebook and Twitter.

One of the blog posts that I really liked is where Instapage author Ted Vrountas has explained why a landing page is better than Facebook Lead Ads. He has pointed out 7 reasons that completely make sense:

  1. People are more comfortable in filling out a landing form
  2. Trust building with users begin through a landing page
  3. Quality vs Quantity: Landing page will always beat lead ads over quality
  4. A/B testing with leads ads is not possible
  5. Creative content is limited in a lead ad
  6. Lead ads often fail to collect valuable information
  7. “You won’t be able to include these leads in website custom audiences” – A very vital point by the way!

The CSS Editor of Instapage is really cool. Now you can “get maximum flexibility and precision from Instapage”.

Instapage new css editor
Instapage new css editor

The moment you enable the CSS module, the normal editing panel that you see becomes inactive. Rather, it comes with ore-filled standard CSS that you are comfortable in using with. The uniqueness of the editor lies in its ability to isolate CSS styling to ever single page. Adding to his, you can now also add additional properties which were absent previously. To know more about how this new editor functions, you can check the update announcement in their blog: Create Pixel-Perfect Landing Pages with New Instapage CSS Editor.

Along with the CSS editor, there are three more new features that got added very recently:

  1. Alignment and distribution
  2. Grouping
  3. Automatically generate mobile responsive pages

Instapage’s new feature updates involve the render engine and multistep forms.  With the render engine you can create three times faster landing pages.  The multistep forms help to break the forms into several pages to collect your prospect information.

Leadpages vs Instapage
A snapshot of new features of Instapage.

For more information on the updated features, check here.

Update on GDPR and CCPA for European Customers are subscribers for Instapage-

Since the team at Instapge takes privacy quite seriously, now the application has GDPR and CCPA relevant features, privacy and cookie policies along with complete data management in place to help Instagram users to manage their European subscribers/ lead registrations. You can follow this link to find the complete detail.

I would always place Instapage over LeadPages. For me, Instapage is an advanced and better version of LeadPages. Rest, I guess every marketer has their own choices. Let me know which one do you prefer. Also if you come across any other point of differences, let me know below in the comments sections.

Questions to ask while comparing LeadPages vs Instapage:
Instapage and Leadpages – which one is better?

One can certainly say that Instapage is an advanced version of leadpages and as such a bit expensive. So, if you do ot want those extra features and are tight on budget Leadpages will fit perfectly. But, if you do not mind swinging some more bucks then Instapage will work great.

How much does Leadpages cost?

Leadpages is available in three plans with each plan offering a free trial:
Advanced: $199/mo

Why should you use landing page builders?

Landing page builders help to attract customers and make them stay. The landing page is built around an offer and does not have any distractions such as menu, logo and other links.

Which are the best landing page builders of 2020?

Some of the best landing page builders are leadpages, instapages, unbounce and clickfunnels.

Which is cheaper Leadpages or Instapages?

Leadpages has three plans:
Standard: $37/mo
Advanced: $321/mo
Instapage has one fixed plan that is the business while the other one is the enterprise plan that is customization.

How does a good landing page builder impact my business?

A good landing page builder helps to reach your customers in a better way. With good landing pages your customers focus on your message and offers leading to better conversion. You also have the option of A/B testing where you know which page is performing better and make changes accordingly.

Which is better for optimisation and conversion Instapage or Leadpages?

Instapage is an advanced version of Leadpages and at the same time expensive also. But Leadpages has most of the basic features. So, if you are tight on budget then Leadpages is a pick but if budget is not an issue then investing $149 per month will not be a bad deal.

Ankit is a technology entrepreneur. Founder of Aritic. Ankit loves to analyse and write in-depth software, application reviews in his free time since 2009.


  1. Subhankar Das Reply

    This post helps me to know the difference. Nice article by you. Waiting for the next.

  2. Ankit, you’ve encapsulated the tips to effective website building and a perfect landing page -A catchy headline (that’s the perfect hook for your audience), a call-to-action button nicely placed, clear and attractive UI design.

  3. Abhinav Panda Reply

    “Marketers prefer to opt for a landing page tool that will give them better functionality, support and focused community.”
    True That completely.
    Ankit, you are an ocean of knowledge, at least you shouldn’t say you have least programming and design knowledge. You are marvelous at what you’re churning, it is beyond my imagination so much. I belong to an era of agencies – ad agencies, web development agencies, design agencies. But when I read your articles, its a different altitude and a different age already.

  4. Shyam Rath Reply

    Hi Ankit! Instapage gives you so many options to publish on. Its wonderful. And the 14 day trial period doesn’t ask for any credit card …simply great! Thanks, for this wonderful piece on Instapage.

  5. Prateek Singh Reply

    Hi Ankit! Very nicely explained the importance of Landing pages. But I feel LeadPages are way ahead of instaPages.

  6. Sean Ramirez Reply

    Ankit, most of the times, marketers complain about the conversion along with the landing pages. I have used both of the most common tools for page landing namely the LeadPages and Instapage. The features of both of them are quite similar. Under comparison, Instapage came out to be the perfect editor. It is perfect for a landing page having customized background, fonts, shapes along with the other elements of the page.

  7. Michael Thacker Reply

    Hello there! Correct me if I am wrong, but appears that Instapage has gotten rid of basic plan, and now the least expensive monthly is Core at $79 per month. Much more expensive than Leadpages which is $39 a month.

    Thanks for sharing your insight and comparison of the products.

  8. The comparison is pretty good but few things that one should keep in mind when choosing the template is integration options, pricing and the features that it supports. You can compare these three things and then go for the one that perfectly fits your specifications.

  9. What I feel is that leadpages are like a middle ground between instapage and Unbounce. The pricing model of leadpages is much more affordable than either of the two and also has two different editors to handle the different level of complexities. But, when it comes to template repository and Integration options, then Instapage has always been a winner. I would go for Instapages at the end because I feel that the customization options that come with it are more user-friendly and impactful.

    • Abel, I would suggest you to check Instapage AMP landing pages.
      It is one of own kind and feature can be used to capture lot of leads from mobile phone.

  10. Thanks for this review and I absolutely agree with your point of view that instapage is a bit better than leadpages. I won’t say that there is a difference of 10:2 but rather it is something like if Leadpages is 8 then Instapage is a 10.

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