The best landing page builder depends on where your traffic lands.
For paid campaigns that need A/B testing without a developer, Unbounce and Instapage are the most complete.
Leadpages is cheaper for small businesses. Shopify stores get more from Replo, PageFly or GemPages.
Check that A/B testing is on the plan you're buying, because most builders keep it off their entry tiers.
Below we compare each option using the vendors' own pricing pages and docs, and we link real landing page tests from our database to show what a builder needs to handle.
We have not used these tools ourselves. Some links are affiliate links (Unbounce, Instapage, Replo, PageFly and GemPages), so we may earn a commission if you buy. That doesn't change the price you pay.
What to compare: A/B testing, speed, templates and price
Four things separate these tools for anyone who cares about conversion rate:
- A/B testing on your plan. Unbounce, Instapage, Leadpages and PageFly all hold split testing back for their mid or upper tiers. A cheap plan with no testing means you build pages but can't prove which one wins.
- Page speed. Builders add code. That cost is measurable: Oliver Kenyon rebuilt a landing page natively in Shopify and tested it against the same page in a page builder, and the native version won by +20.9% revenue per visitor.
- Templates and editing freedom. Drag-and-drop editors are faster to start with. Design-first tools like Webflow and Framer give you more control, but they take longer to learn.
- Price model. Some vendors charge by visitors, some by page views or analytics events, some by plan tier. Work out what your ad traffic will cost you each month before you pick a plan.
The platform itself can move results. Peter Christensen moved a $600+ AOV offer page from SamCart to a PageDeck landing page and saw +20% conversion rate.
So the tool you pick is worth testing too.
| Tool | A/B testing | Pricing model (as of November 2026) | Best for |
|---|---|---|---|
| Unbounce | Experiment plan and up; Smart Traffic on Optimize and up | From $29/mo; testing from $149/mo, capped by visitors | PPC teams and agencies |
| Instapage | Optimize plan and up | $99/mo Create; $199/mo Optimize; Convert is custom | Ad-heavy teams that want personalization |
| Leadpages | Grow plan and up; multivariate on Optimize | $29 to $199/mo, unlimited traffic | Small businesses and coaches |
| Webflow | Optimize add-on | Site plans from $15/mo yearly; Optimize from $299/mo | Design teams that own the whole site |
| Framer | Convert add-on (Pro or Enterprise) | Pro $30/mo; Convert $50 per 500,000 events | Startups and SaaS marketing sites |
| Replo | Built in (Experiments); pricing page doesn't tie it to a plan | Free; Starter $119/mo; Pro $599/mo | Larger Shopify brands |
| PageFly | Accelerate plan and up | Free; $24 to $299/mo | Shopify stores on a budget |
| GemPages | Offer testing in app; full page tests via GemX | Free; $29 to $199/mo; GemX from $49/mo | Shopify stores that want a builder and a tester from one vendor |
Unbounce
Unbounce is built for marketers sending paid traffic to standalone pages.
According to its pricing page (as of November 2026), Starter costs $29/month for 5 pages and 500 visitors, Build costs $99/month, Experiment costs $149/month and Optimize costs $249/month. Annual billing saves about 25%.
A/B testing starts on the Experiment plan. Smart Traffic, Unbounce's AI routing that sends each visitor to the variant most likely to convert for them, starts on Optimize.
Every plan includes AI copywriting credits, and there is a 14-day free trial with no credit card required.
Downsides: visitor caps (20,000 on Build, 30,000 on Experiment) can push busy ad accounts onto pricier plans.
It is also not the right tool for a full website or a Shopify store. See our Unbounce review for more detail.
Instapage
Instapage focuses on ad-to-page relevance. Its plans page lists Create at $99/month for 15,000 visitors and Optimize at $199/month for 30,000 or 50,000 visitors, as of November 2026. Convert, the enterprise tier, is quote-only. Annual billing saves up to 20%.
A/B testing, personalization and AdMap (which maps ads to the pages they send traffic to) start on Optimize.
Heatmaps are listed only on Convert. All plans include unlimited pages and conversions.
That focus on ad match fits what landing page tests show.
Penn Foster built a dedicated landing page for brand search ads and saw +202% click-to-lead.
Downsides: it costs more to start than Unbounce or Leadpages, and the trial asks for a card and caps you at 2,500 visitors.
Read our Instapage review for the full picture.
Leadpages
Leadpages is the budget pick for small businesses.
Its pricing page shows Pro at $29/month, Business at $49/month, Grow at $99/month and Optimize at $199/month, as of November 2026. Every plan has unlimited traffic with no overage fees, and there is a 7-day trial.
A/B testing starts on Grow, with up to 6 variants per page.
Optimize adds multivariate testing. All paid plans include AI page creation and custom domains.
Downsides: the two cheapest plans have no testing at all, so the real entry price for CRO work is $99/month.
Teams that run large paid programs tend to choose Unbounce or Instapage. More in our Leadpages review.
Webflow and Framer
Webflow and Framer are website builders, not dedicated landing page tools.
They suit teams who want landing pages to live on the main site and share its design system.
Webflow's pricing page lists the Basic site plan at $15/month and Premium (includes CMS) at $25/month, both billed yearly, plus a free Starter tier, as of November 2026. A/B testing comes through Webflow Optimize, a separate add-on from $299/month based on page views. It also includes personalization and AI Optimize.
Framer's pricing page lists a free plan, Basic at $10/month and Pro at $30/month.
Its help docs say A/B testing is part of Convert, an add-on for Pro or Enterprise sites, billed by analytics events.
The pricing page lists Convert at $50 per 500,000 events.
Not for: marketers who need to launch a page this afternoon with no design help.
Both tools expect you to be comfortable with layout and CSS concepts.
Shopify builders: Replo, PageFly and GemPages
For ecommerce, a builder that writes into your Shopify theme beats a separate landing page domain, because the cart, checkout and product data all stay connected.
Our Shopify landing page builders guide goes deeper.
- PageFly: per its Shopify App Store listing, there is a free plan with 1 published page, Builder at $24/month, Accelerate at $99/month and Enterprise at $299/month. A/B testing and heatmaps start on Accelerate.
- GemPages: per its listing, there is a free plan, then Build at $29/month, Optimize at $59/month and Enterprise at $199/month. Full page tests run through the separate GemX app, which costs $49/month for Page Optimize or $99 to $699/month for Funnel Optimize. GemX also works with PageFly, Replo and Shogun pages.
- Replo: its pricing page lists a free plan, Starter at $119/month and Pro at $599/month. A/B testing is built in, though the pricing page doesn't tie it to a plan. With paid plans starting at $119/month, Replo makes the most sense for larger brands.
Shopify landing pages earn their place when they replace a generic page.
Journey Further tested a dedicated PPC landing page against the product page for High Street TV and recorded +32.62% purchases.
Keep the speed test above in mind, though: each builder app adds weight, so test the built page against a native version when you can.
AI builders
Almost every tool here now generates pages with AI.
Unbounce includes AI credits on all plans, Leadpages includes AI page creation on paid plans, Framer and Webflow sell AI features, and PageFly and GemPages connect to AI assistants through MCP.
AI speeds up the first draft, but it can't tell you which version converts.
Clean Commit rebuilt a hockey page on another sport's layout and lost 38.5% of conversions.
A fast rebuild without a test can quietly cost you sales.
Our AI landing page builders roundup covers tools built around generation.
What landing page tests show
Across the landing page results in our database, the biggest wins come from matching the page to the traffic source and cutting what visitors don't need.
The builder's job is to make those changes quick to ship and safe to test.
@joshtCRO
KlientBoost
VastaSome patterns from these tests:
- Campaign pages beat generic pages. Simple Modern's custom landing page moved conversion from 0.60% to 0.88% compared with a collection page.
- Less can win. AssessmentDay removed an FAQ section from a landing page and saw +62% sales.
- Story formats suit cold traffic. Vasta's story-led advertorial beat the product page by +71.8% revenue per visitor.
Pick a builder that lets you duplicate a page, change one section and split traffic without asking a developer.
Browse more results in our landing page test library, and use the landing page optimization guide to decide what to test first.
Pick by use case
- PPC or lead gen with regular A/B tests: Unbounce Experiment or Instapage Optimize.
- Small business on a budget, with testing: Leadpages Grow, which has no traffic caps.
- Design-led SaaS or startup site: Framer with Convert, or Webflow with Optimize if you have the budget.
- Shopify store, small budget: PageFly or GemPages, with GemX for testing.
- Shopify brand with a large ad budget: Replo Pro.
- Testing on a site you already have: skip the builder and use a dedicated testing tool from our A/B testing tools list.
Before you launch, run the page through our landing page checklist.