· 15 min read

Top 12 Landing Page Optimization Tools to Convert More

Are your landing pages converting enough?

Landing pages are the perfect potential gold mines for any online business. They are where you lure customers with irresistible offers and CTAs to convert.

Whether designed for SEO (search engine optimization), paid advertising campaigns, or capturing leads for email marketing campaigns, landing pages often have a higher conversion rate than any other blog post or generic page.

Since landing pages are used towards the bottom of the conversion funnel, even the slightest change can contribute to a major increase in your conversion rate and profit over time.

But marketers often struggle with understanding landing page performance and how to optimize for the better.

Luckily, there are many landing page optimization tools designed to help you measure, improve, and perfect your landing pages. We’ve put together a list of the best landing page optimization tools to maximize conversions.

Top landing page optimization tools include:

  1. Unbounce
  2. Instapage
  3. Hotjar
  4. Optimizely
  5. LeadPages
  6. Popupsmart
  7. CrazyEgg
  8. Five Second Test

Feel free to jump around the article from the table of contents below.

What is Landing Page Optimization Software?

Conversion rate optimization (CRO) covers a broader scope than just running A/B tests and changing the button color. You will need to make use of a set of tools to measure overall performance, identify low-performing aspects, and improve your pages to drive more conversions.

Key tools for optimizing your landing pages include;

  • Qualitative and quantitative insight tools
  • Experimentation tools
  • Landing page builders
  • Lead generation tools

12 Best Landing Page Optimization Tools

Average landing page conversion rate is 4.02% but a good conversion rate for a landing page falls around 10% and higher. That being said, the tools listed below can help you achieve your conversion goals.

1. Unbounce

Unbounce landing page optimization tool

Unbounce makes building conversion-ready landing pages and customization easy with its drag and drop visual editor. You don’t need to be tech-savvy to start using this on-page optimization tool; the learning curve is really shallow.

Outstanding features:

  • Pre-designed templates and drag and drop builder
  • Popups and opt-in forms with triggers
  • Analytics
  • Advanced customization (edit HTML or CSS code or add a custom code)


  • A lot of templates are available for different industries
  • No need for design experience
  • A/B testing and Smart Traffic tools


  • A low limit on domains that can be connected
  • No heatmap

G2 Rating: 4.4 out of 5

Price Plans

  • Launch: $80 for up to 500 conversions, 20K visitors, 1 domain
  • Optimize: $120 for up to 1,000 conversions, 30K visitors, 3 domains
  • Accelerate: $200 for up to 2,000 conversions, 40K visitors, 7 domains
  • Scale: $300 for up to 3,000 conversions, 50K visitors, 15 domains

2. Instapage

InstaPage landing page optimizer

InstaPage is one of the leading landing page optimization tools in the market. It provides a flexible and intuitive landing page building experience with building blocks and the WYSIWYG editor.

Instapage’s editor is simpler than Unbounce’s editor. Whether this is a good thing depends on your needs and set of skills.

Outstanding Features:

  • Data quantification
  • Web page element, mobile device, and side-by-side analysis
  • Heatmaps
  • Sessions replays, monitoring, and data segmentation
  • SEO
  • A/B testing
  • Domain integration


  • Great for PPC page testing and SEO results
  • Excellent customer support
  • The WYSIWYG editor makes designing less time-consuming.


  • No opt-in forms and popups
  • The pricing is not so transparent
  • Reported glitches

G2 Rating: 4.3 out of 5

3. Hotjar

Hotjar site optimization tool

Hotjar offers similar features to InstaPage with more affordable pricing. It’s straightforward to connect Hotjar to your website using a simple tracking code.

Outstanding Features:

  • Data quantification
  • Heatmaps, session replays, recordings, and data segmentation
  • Surveys and feedback
  • Click tracking and mouse behavior


  • Ideal for boosting SEO rankings
  • Best for advertising agencies, software developers, e-commerce websites, and blogs
  • Has a free version (even the free version gives valuable insights)


  • No easy way to save visual metrics other than manually taking screenshots
  • Can’t integrate with Google Analytics
  • Can’t create customer profiles and segmentation

G2 Rating: 4.3 out of 5


  • Free Plan available
  • Plus Plan: € 39/mo for unlimited heatmaps, up to 3,000 recordings, and more
  • Business Plan: € 99/mo for more features than Plus Plan
  • Scale Plan: € 389/mo for more features than Business Plan

4. Optimizely

Optimizely webpage optimizer tool

Optimizely is designed to provide a complete set of digital experience optimization technologies, including multivariate testing, server-side testing, A/B testing, AI-powered personalization, and experimentation.

Outstanding Features:

  • Segmentation with customer profiles
  • Product recommendations
  • AI personalization engine
  • Cart abandonment messages


  • Provides statistics in an easy-to-understand format
  • Excellent knowledge base
  • Easy to use the visual editor


  • Steep learning curve
  • Complex tests require coding knowledge
  • Costly

G2 Rating: 4.3 out of 5

Pricing: Contact sales.

5. LeadPages

LeadPages landing page optimization tool

LeadPages is another landing page optimization tool, which is best for small businesses who are looking for an easy way to build websites, landing pages, popups, and alert bars. You can check up on your performance with real-time analytics, run split tests, and optimize.

Outstanding Features:

  • Drag and drop builder
  • Edit a page’s HTML or CSS code or add custom code
  • Content library including photos, videos, and audios
  • SEO
  • Web analytics
  • E-commerce, email marketing, and domain integrations


  • Ability to create 404 pages
  • Easy to create alert bars and popups
  • Ability to copy pages


  • An annoying popup editing interface
  • Limited in terms of extracting data
  • Integration issues with other platforms like HubSpot

G2 Rating: 4 out of 5


  • Standard Plan: $27/mo
  • Pro Plan: $59/mo
  • Advanced Plan: $239/mo

You might also like Ecommerce Landing Page Examples.

6. Popupsmart

Popupsmart landing page optimization software

One of the primary aims of landing pages is lead gen, which you can do excellently with Popupsmart. It is a no-code popup builder tool, allowing website owners to collect email leads, increase sales and engagement with opt-in forms, popups, and sticky bars.

While some landing page builder tools also let you build popups, they are often buggy, glitchy, limited on designing and triggers. That’s why I highly recommend using a standalone popup builder tool that has a sharp focus on lead generating.

Outstanding Features:

  • Video popup
  • Mobile responsive
  • Advanced targeting features like geo-location, exit-intent, and URL-browsing
  • Ready-made and customizable popup templates
  • Autoresponder email to subscribers

G2 Rating: 4.8 out of 5


  • Forever Free Plan for 5,000 pageviews, 1 website, 1 popup
  • Basic Plan: $39/mo for 50,000 pageviews, 3 websites, and unlimited popups
  • Advanced Plan: $69/mo for 100,000 pageviews, 3 websites, and unlimited popups
  • Pro Plan: $99/mo for 250,000 pageviews, 5 websites, and unlimited popups
  • Expert Plan: $159/mo for 500,000 pageviews, 7 websites, and unlimited popups
Create Landing Page Popups

7. CrazyEgg

CrazyEgg landing page optimizer

CrazyEgg is a website optimization tool designed to analyze visitor behavior, investigate buyer’s journeys, identify audience segments across web pages, and recognize issues. For more insightful analytics, administrators can set up specific goals to test web pages.

This landing page optimization tool is best for marketing and product teams, small businesses, e-commerce companies, and digital agencies.

Outstanding Features:

  • Behavioral analytics
  • Campaign segmentation
  • Audience targeting
  • Data visualization
  • Heatmaps


  • Ability to visualize clicks
  • Allows you to understand how users expect to use your site and optimize for it
  • Easy to install and navigate


  • No funnel analysis
  • Difficult to pin down some dynamic content on web pages
  • Sometimes it can be glitchy

Capterra Rating: 4.5 out of 5


  • Basic: $24/mo for 30K tracked pageviews, 25 snapshots, and 100 recordings per month
  • Standard: $49/mo for 75K tracked pageviews, 50 snapshots, and 500 recordings per month
  • Plus: $99/mo for 150K tracked pageviews, 75 snapshots, and 1000 recordings per month
  • Pro: $249/mo for 500K tracked pageviews, 100 snapshots, and 5000 recordings per month

Also read: 5 Fast Ways to Create an Amazing Shopify Landing Page

8. Five Second Test

Five Second Test website optimization solution

Visitors are too impatient to search for what they are looking for and think too much. They simply go for your competitors. That’s why you need to make your offer clear and convincing enough to convert them

Five Second Test is designed for that exact purpose. This landing page optimization tool allows you to collect real feedback from random users to understand whether they see what your landing page is about in 5 seconds.


  • It’s a valuable tool. However, it’s not 100% definitive of how your landing page performs.
  • It would be best if the reviewers are in your target audience, but it depends on pure luck, which lowers its reliability.

Pricing: You can participate in the tests yourself by answering questions about other landing pages. You can ask for tests for $1 each.

9. Visual Website Optimizer (VWO)

VWO landing page tester

Visual Website Optimizer is also one of the best landing page optimizers for newbies, and it works similarly to Optimizely. After creating your account, you’ll need to set your optimization goal (in this case, landing page optimization.)

The platform aims to help you test experimentations on your website without involving IT, understand what users really want, and bring back lost visitors. However, different solutions come with separate pricing.

Some VWO Testing Features:

  • A/B testing
  • Split URL testing
  • Visual Editor, code editor
  • Multivariate testing
  • Geo-targeting, cookie-based targeting
  • Cross-domain testing


  • Intuitive and straightforward interface
  • Diversity of features; testing, planning, and insights
  • Library of testing examples alongside templates


  • The heatmap is slow to load.
  • Although the visual editor and elements section looks simple, they require CSS expertise to make the most out of it.

G2 Rating: 4.2 out of 5

Pricing: Contact sales.

10. FullStory

FullStory digital intelligence experience tool

FullStory resembles Hotjar in some ways, but it also differs in many ways too. It is a powerful tool with a narrower set of features. For example, it doesn’t have on-site polls or survey tools like Qualaroo or Hotjar.

FullStory has a sharp focus on providing a superset of Digital Experience data about your website visitors or customers. It delivers a more sophisticated and easy to set up the form analytics.

Another plus feature of Fullstory is its wide range of integration options, which can multiply the richness of your reports.

The gist of it; this landing page optimization tool is superb for tracking, understanding user behavior and where they are stuck on the conversion funnel, and shaping your landing pages around the reports. Plus, you can use it to track bugs and errors.

Outstanding Features:

  • Session replays
  • Heatmaps
  • Click tracking
  • Frustration tracking, mouse movement
  • Error and bug tracking
  • User identification


  • It makes it incredibly easier to find dead ends in the customer journey
  • You can watch user behaviors in real-time, record them, and send the recordings to your teammates to collaborate.
  • Rage and dead click filters


  • Some users aren’t happy about FullStory’s session-based pricing model, claiming it is unclear. Sessions can run out quickly and require a subscription upgrade.
  • Weak on quantitative data, so you may need other tools

G2 Rating: 4.5 out of 5

Pricing: Free plan available for three seats, 1000 sessions per month, and up to one month of data storage. Contact sales for paid pans.

11. Olark

Olark live chat tool

User behavior observing tools are beneficial, but they don’t really tell what your website visitors actually think. The best solution to connect with them is by installing a robust live chat.

The chat widget you add will show up at the bottom of your landing page and expand when clicked. This way, visitors can ask their questions about the page or your offer quickly.

If you are getting the same questions asked over and over again, you can include answers on your landing page to make things easier for both prospects and your support team.

Why did we add Olark to this landing page optimization tools list?

Olark is one of the best live chat solutions in the market, but there are many other live chat software tools you can use, too.

Outstanding Features:

  • Live chat transcripts and insights
  • Custom chatbox forms
  • Distribute chats and monitor team performance
  • Integrations with other software


  • Easy to install
  • Cost-effective and affordable pricing
  • Ability to create automated messages


  • Lacks the screen share feature
  • Limited customization capability

G2 Rating: 4.3 out of 5

Pricing: Full-featured live chat pricing starting at $19/mo. Free trial available

Also read: 17 Best SaaS Landing Page Examples

12. UserTesting

UserTesting on-page optimization tool

If you need a more in-depth review of your landing pages, that’s where UserTesting comes in. It is an on-demand human insight platform that shows your landing page to real users to help you understand how your target audience behaves throughout the experience and why.

Testers record their thoughts and interaction while the users are testing your landing page or product. This platform can be useful since you can expect to hear things like:

  • “I don’t understand this...”
  • “How does X work...”
  • “I’m trying to do X, but I can’t...”

Outstanding Features:

  • Surveys, video snippets, video interview
  • Recruitment pool for participant selection and as a feedback source
  • Insights and analytics


  • It has a large pool of participants, so you can get participants for most studies within a day.
  • A wide variety of demographics
  • User-friendly interface


  • A bit pricey
  • Usability issues: for example, the calendar function is a bit hard to use.
  • Some participants are lying about their personal background to get into studies.

G2 Rating: 4.4 out of 5

Pricing: $49 per video for your first 10 videos. Contact sales for more details.


Landing pages are too essential to push aside and expect conversions without testing, experimenting, or optimizing. Arguably, they form the backbone of more effective lead generation campaigns and moving customers a step further down the conversion funnel.

However, if you aren’t creating landing pages or not improving them, you miss a big conversion rate opportunity. If you suspect that they are below their potential, you can get a kickstart with your landing pages with these 12 landing page optimization tools I’ve listed above.

The best part is there are dozens of other tools as well. Do you have one in mind?

Leave a comment below so other readers can also benefit. 🙂

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