Designing a landing page can be quite easy with the right tools. After all, the goals are clear - present the product/service and do your best (via design elements, CTAs, and copy) to persuade the user to become a customer. Did you know that a business can experience an increase in conversion rates of up to 223% if the landing page is optimized properly?
What Makes a Landing Page Tool Effective?
By utilizing specialized landing page builders and optimization tools, businesses can create compelling pages that impress visitors and drive specific actions, such as lead generation or sales.
As such, landing pages play a key role in increasing conversions and overall business success. After all, roughly 70% of all B2B businesses use such pages for lead generation, emphasizing the strategic importance of a well-built landing page!
We have established that landing pages play an essential role in increasing conversions and overall business success. As such, one would expect landing page tools to be difficult to use.
That is not the case. Here are some key characteristics of a landing page tool that are worth mentioning:
- Ease of use
- Various customization options
- Integration with other marketing platforms
- A/B testing capabilities.
Therefore, using a landing page tool implies relying on an expertise that the end user already has - the interface and design process should be as straightforward as possible.
Top Tools to Create High-Converting Landing Pages
There are many tools available out there, but we believe these five stand out as the best ones for boosting conversion rates - Unbounce, Leadpages, Instapage, ClickFunnels, and HubSpot.
1. Unbounce
Unbounce stands out as a leading, now AI-powered, landing page tool that combines simplicity with sophisticated optimization capabilities. Among its core characteristics are:
- The very-easy-to-use drag-and-drop builder that requires absolutely no coding experience
- The more than 100 customizable templates that allow you to find the perfect fit for your industry
- The fully mobile-responsive design (including AMP support)
- The option to use pop-ups and sticky bars for increased lead capture.
As mentioned, Unbounce also has several AI-powered features, such as dynamic text replacement (for keyword-specific personalization), a Smart Copy AI assistant that helps with content generation, as well as a Smart Traffic function that routes visitors automatically to the ideal page variant.
When it comes to testing and optimization, Unbounce comes with built-in testing functionality, real-time analytics and reporting, and confidence interval measurements. Naturally, it integrates seamlessly with the largest marketing platforms in the world, as well as with CRM systems and email marketing tools. Integrations are made much easier with the help of AI and automation tools (such as Zapier).
Overall, Unbounce is an extraordinary landing page tool that helps entrepreneurs and marketers maximize landing page performance without needing technical expertise!
2. Leadpages
Just like Unbounce, Leadpages focuses on ease of use, having features and functionalities that don’t require any technical expertise whatsoever. This landing page tool is known in the industry for its user-friendly approach and robust suite of features.
Naturally, businesses usually pick this tool due to its intuitive and straightforward drag-and-drop builder. Every user, regardless of their knowledge and expertise, can use the Leadpages page builder and modify layouts, add widgets, and adjust element designs with ease. Furthermore, the tool comes with more than 200 professionally designed templates, so you can find the right fit for your industry and have a more than sufficient starting point.
Users eager to do a landing page speed test will take advantage of Leadpages’ A/B testing functionality. Alert bars and customizable pop-ups for lead capture are also available.
Last but not least, Leadpages integrates perfectly with email marketing platforms, CRM systems, payment processors, as well as analytics tools. It is worth noting that the tool also has built-in analytics, as well as the Leadmeter feature. This feature provides users with real-time optimization suggestions and scores pages based on proven conversion factors.
3. Instapage
Instapage is a rather sophisticated landing page tool with powerful design capabilities and extensive optimization features. While the tool is equipped with a robust landing page builder, the template library really shines through, as it consists of over 500 customizable templates and has more than 33 million images that users can incorporate into their designs . At the same time, even though the builder is drag-and-drop and favors any type of user, Instapage adds support for Javascript, CSS, and HTML for virtually unlimited customization options.
In terms of analytics and optimization features, Instapage has various heat maps to track visitor behavior and interaction patterns. An A/B test for a landing page is done server-side. Furthermore, various metrics for tracking conversions and performance are available.
There are two notable Instapage functionalities: the advanced personalization features, such as AdMap, and the dynamic text replacement feature. AdMap matches ads with landing pages for enhanced user experiences, while the dynamic text replacement feature adjusts content (automatically) based on visitor characteristics, queries, and even referral sources.
There are also multiple efficiency modules available - Instablocks, which allows users to create reusable sections, and Global Blocks, which can be used to ensure brand consistency.
Moreover, Instapage can be integrated with over 120 marketing tools!
4. ClickFunnels
ClickFunnels is a landing page tool that goes beyond basic landing page creation. It can be regarded as a comprehensive digital marketing platform, enabling entrepreneurs to build complete sales funnels with the help of extensive conversion optimization features.
Among its core features are the tool’s robust page builder capabilities (drag-and-drop interface, extensive customization options, mobile-responsive templates), integration with sales funnels (connection of multiple pages in a strategic sequence), and eCommerce tools (built-in payment processing, order forms, upsell capabilities).
Naturally, ClickFunnels has a plethora of advanced functionalities as well. Automation and integration are a walk in the park, as the tool seamlessly integrates with email marketing services, CRM systems, and payment gateways. In terms of analytics and testing, users can perform A/B testing and access detailed performance metrics.
Last but not least, ClickFunnels has several marketing features, including the built-in email autoresponder, an affiliate management system, as well as a membership site functionality.
ClickFunnels stands out as more than just a landing page builder since it combines landing page creation with funnel building and various eCommerce capabilities in a single comprehensive solution. As a result, users enjoy a fully streamlined sales process, relying on ClickFunnels from lead generation to conversion!
5. HubSpot
Just like ClickFunnels, HubSpot takes landing page design a step further by providing various integrations with its proprietary CRM. First, the tool does offer a drag-and-drop editor that is very easy to use - pretty much WYSIWYG. There are customizable landing page templates, as well as various AI-powered content creation tools for increased efficiency.
As mentioned, HubSpot automatically syncs form submissions with its own CRM, thus creating contact records and, most importantly, enabling automated workflows. The tool offers robust analytics and testing capabilities, as well as real-time insights when it comes to conversion metrics and visitor behavior.
Reportedly, using HubSpot can help you achieve higher conversion rates, and this is due mainly to the possibility to A/B test landing page elements (different elements individually), personalized HubSpot CTAs, as well as video integration (which seems to be a highly sought-after feature).
In terms of marketing features, HubSpot comes equipped with smart content customization, a myriad of built-in SEO tools, social media integration, marketing automation workflows, as well as analytics and reporting dashboards, which can be extremely helpful for analyzing and, therefore, improving landing pages.
Naturally, the HubSpot landing page tool is joined by the HubSpot community when it comes to recommendations and best practices. There are plenty of guides and how-tos that can help marketers and entrepreneurs of any expertise level design landing pages that will convert!
How to A/B Test a Landing Page
The A/B test of a landing page is a vital optimization technique that enables data-driven decision-making by comparing two versions of digital content to determine which performs better, taking into account specific business objectives.
A landing page test eliminates the guesswork. It provides concrete data regarding user behavior and preferences. Testing a landing page thoroughly helps optimize conversion rate via testing how different elements perform, enhance user experience by identifying the elements that resonate best with the target audience, improve ROI without additional acquisition costs, and reduce bounce rate by determining optimal content combinations.
A landing page A/B test implies the following:
- Choosing the testing elements - you’ll start by selecting which variables you want to test (headlines, CTAs, layouts/designs, form fields, images, etc.);
- Implementing the test pages - you’ll create two versions of the same page - A is the control version, and B is the variation version with specific changes. Traffic will then be split equally between both versions. After a determined period, data will be collected and monitored, tracking relevant metrics (engagement, clicks, conversions);
- Analysis and implementation of the best page - the data gathered is analyzed to determine statistical significance between versions. You will specifically analyze the differences between conversion rates, user engagement metrics, bounce rate changes, as well as time spent on a page. Then, the successful changes are documented, and the winning version is implemented.
Key Features to Look for In Landing Page Tools
A/B testing, SEO optimization, analytics, mobile responsiveness, and lead capture forms are some of the most important features to look for in landing pages. However, to choose a comprehensive tool that will help you regardless of business goals and requirements, you’ll have to look for:
- Page builder capabilities , preferably a drag-and-drop visual editor, a rich pre-design template library, custom HTML/CSS options, and, of course, mobile-responsive design capabilities;
- Testing and analytics tools to perform a landing page speed test, a mobile landing page test, as well as a comprehensive A/B landing page test. You will require split testing functionality, smart traffic systems, performance tracking, and analytics integration;
- Conversion optimization features such as various lead capture elements (customizable form builders, exit-intent popups, smart CTAs, and integrations with email marketing and CRM platforms), and user experience enhancement functionalities (fast page loading speeds, white space optimization, mobile-specific features);
- Advanced functionalities such as AI-powered features and integration capabilities are almost essential today, especially if you need to A/B test a landing page with multiple elements or multiple landing pages;
- Design and content elements are also needed, as they improve user experience overall. You’ll need image optimization tools, video integration capabilities, slider functionalities, and trust indicators (and social proof elements, if needed).
Overall, key features are also influenced by your business’ goals and requirements. The bare bones of a landing page tool, however, will consist of comprehensive A/B testing features, SEO optimization functionalities, analytics (built-in or via integrations), mobile responsiveness across the board, as well as various industry-fit capture forms.
How to Choose the Right Landing Page Tool for Your Business
When selecting a landing page tool, it’s important to focus on key factors such as templates and design options, technical capabilities, as well as your business’ needs, budget, and requirements.
For example, most entrepreneurs enjoy having access to hundreds of pre-built and customizable templates (even better if they are industry-specific), mobile-responsive designs, and a drag-and-drop interface. In terms of technical functionalities, A/B landing page test functionalities are a must, as well as analytics and reporting tools and integration with CRM and email marketing platforms.
Regarding the budget, free versions/plans of landing page tools are best fit for testing or basic business needs. Basic plans are ideal for small businesses (between $30-$99 a month), premium plans are perfect for developing businesses ($150-$250 a month), while enterprise plans are best for large organizations (over $500 a month).
- For startups and small businesses , we would recommend Leadpages, as it is a cost-effective option that offers essential features, especially integration with over 90 various tools;
- For growing medium-sized companies , we would recommend Unbounce and Instapage, thanks to the excellent value they offer via AI-powered optimization, advanced landing page test functionalities, and real-time analytics;
- For eCommerce and sales-focused businesses , we would recommend ClickFunnels, as it offers comprehensive sales funnel creation capabilities, a built-in CRM functionality, as well as advanced automation features;
- For enterprise needs , we would recommend Hubspot, as well as Instapage, due to their comprehensive solutions, advanced integration capabilities and analytics, and advanced collaboration tools (especially Instapage).
Final Thoughts: Leveraging Landing Page Tools for Higher Conversions in 2024
Without a doubt, using landing page tools helps boost conversion rates. These tools enable quick and easy design of optimized pages tailored to target audiences. On top of that, landing page tools come with A/B testing, built-in analytics, and drag-and-drop features that streamline design and functionality.
In short, with the help of landing page tools, businesses can focus on what drives results more than on building the landing page itself. Naturally, choosing the tools that align with your business goals, needs, and requirements is essential. The right features have the power to enhance brand consistency, improve user experience, and support conversion-focused objectives.
Frequently Asked Questions About Landing Page Tools for Conversions
- What’s the best tool for creating high-converting landing pages?
A single landing page tool cannot meet the needs and requirements of every business or even individual out there. Finding the best tool for creating high-converting landing pages implies analyzing key features and functionalities and making sure they provide you with exactly what you need to build landing pages that will convert!
- Can free landing page tools drive effective conversions?
Free landing page tools (or free plans) are ideal for basic needs only. They can drive conversions but only up to a point. Small businesses looking to improve conversions or growing organizations will eventually need paid/premium plans to access functionalities and features that further boost conversion rates. These will allow users to design and test impeccable landing pages.
- How do A/B testing tools help improve conversion rates?
The A/B test of a landing page implies comparing variations of different elements to see which variation performs best. In theory, one could A/B test a multitude of variations and ultimately design the landing page that converts best.
