Landing pages are your marketing goldmine.
Those are the pages where your website visitors land. Above all else, they are only one step closer to conversion.
Every savvy marketer must know that having such well-crafted landing pages can ultimately boost your marketing results, allowing you to reap all those benefits of my sweat, blood, tears, and genuine efforts.
Not convinced yet? Here are two essential numbers on the statistics to help you understand how important is it to have compelling landing pages:
Companies that have a website with at least 40 or more landing pages generate 12 times more leads.
Increasing the number of landing pages from 10 to 15 can increase leads by 55%.
To create such high-converting landing pages, you surely need tools to make all things much easier.
However, with thousands (if not millions!) of landing page tools out there, choosing the right ones for your business can bring you a big headache.
That’s what this post is for — to help you narrow down your choice.
But, first of all, let’s make sure that we’re on the same page about the definition of a landing page tool.
What Is a Landing Page Tool?
As the name suggests, a landing page tool is a software or a cloud-based system that helps you easily create effective landing pages to collect more leads and skyrocket your conversion rates.
It offers different features with pre-built tools, including customizable templates that have already been tested.
Not only that, though. It often provides drag-and-drop features that help users customize the landing pages to their own lacking to match the sites. There are CTA, image, text, and color options that are easy to repurpose.
A landing page tool also makes it easier for you to optimize your landing page, making sure that every element is working so that it can bring you the best results.
In other words, most of the landing pages tools nowadays make it much easier for beginners to craft their landing pages and make sure it’s performing well light-heartedly, no coding or design skills required.
The aim of this kind of tool is, therefore, to create beautiful landing pages that bring you more conversions with ease in minutes.
Some landing page tools provide users with a free version or trial. Others only give access to their features with monthly or annual pricing.
Landing Page Builders
When we talk about landing page tools, we talk about landing page builders.
Landing page builders take care of everything you need in creating a compelling and high-converting landing page. It mainly focuses on creation and design, allowing you to build and customize all the components of your landing page online.
Here are some popular landing page builders you can utilize:
Instapage stands out from its competitors by virtue of the speed and easy-to-navigate interface.
This tool is one of the most powerful choices for marketers and entrepreneurs who’re looking for a convenient way to build landing pages in a matter of minutes as it’s quick and easy to get to grips with.
This landing page tool offers a wide range of features, including a large library of free images, performance analysis reports, video backgrounds, responsive designs, and more.
Another unique feature is the team collaboration that allows you to work all together with your team and get feedback in real-time.
Unfortunately, no A/B Testing features are included in the basic package.
- The business plan is $199 per month or $149 per month for annual pricing.
- Conversion Cloud plan is custom (unique based on your needs)
Unbounce is one of the most comprehensive landing page builders among its competitors.
It offers tons of industry-specific templates for any business in all sizes and shapes, including dentists, restaurants, coaches, travel guides, and other small businesses.
Therefore, this landing page tool is best suited for small businesses with budgets and users who are making real money from their leads.
Users can easily drag and drop landing page elements or content anywhere they want. There are no aligned boxes where you are forced to place your pieces.
The good thing won’t stop there. Other key features of Unbounce are A/B testing and targeting tools. You can easily run a test of multiple landing pages and choose the ones that bring you the most conversions.
- $80/month for the Launch plan
- $120/month for the Optimize plan
- $200/month for the Accelerate plan
- $300/month for the Scale plan
LeadPages is another popular landing page builder in the market.
This might be a go-to tool if you’re looking for an affordable landing page builder that allows you to sell products on a landing page.
LeadPage has a clear and intuitive interface. You can get creative with all the widgets and page options in the left sidebar. It makes it easier for you to add a lot of elements, such as compelling explainer videos, product images, or even forms.
However, not so many features are included on the Standard version, so you might want to upgrade to the Pro or Advanced packages to get more unlimited access to advanced features.
- Standard packages for $37/month ($25/month for annual pricing)
- Pro packages for $79/month ($48/month for annual pricing)
- Advanced packages for $321/month ($199/month for annual pricing)
Landing Page Testing
A great landing page isn’t all about having a nice, beautiful design with compelling elements. It’s also about ensuring that they bring you the conversion you want.
No matter how pretty your landing page is if they don’t convert like you were expecting it to be, then what’s the point?
That’s why you need to test it.
In this case, you’ll need a powerful landing page testing tool on your landing page toolbox.
While some of the landing page builders include testing features on their package, some of them don’t. So, below is some popular standalone testing tool you can consider using to optimize the conversion rates of your landing pages:
You can use Optimizely to test your landing pages across devices, platforms, and even customer touchpoints.
This landing page testing tool is packed with features for specific types of tests, making it one of the most-used tools for experienced, savvy marketing teams.
Despite all those advanced features that allow you to test the landing page, it also provides a visual editor to test all the page elements without coding.
Other key features include content personalization and a mobile-specific testing tool.
Packages’ prices are custom and vary, made by their sales team to match your company’s needs. But, for the smallest plan, you can expect to spend at least $36,000 a year.
VWO is both A/B testing and conversion optimization platform.
It’s a well-known tool for its ability to help users to test, tweak, and adjust their landing pages and other pages on a website even with minimal IT knowledge.
VWO gives you a solid insight into customers’ data through an in-depth analytic report. You’ll know more about visitor behavior, insights, test ideas, and engagement across their entire user journey.
It’ll be much easier for you to make data-driven decisions in creating high-converting landing pages.
With this tool on your hand, you don’t need to hire a professional tech team or developers. It offers you a snipped code that you can simply copy and paste before you run a split test on your landing pages.
- VWO Testing package starts from $199/month
- VWO Insights package starts from $169/month
- VWO Engage package starts from $99/month
- VWO Full Stack package is custom based on your business’ needs
Thrive Optimize is an A/B testing plugin from Thrive Themes.
This testing tool is definitely not a kid on the block among WordPress website users.
Unlike any other landing page tools, Thrive Optimize focuses only on standard A/B tests.
What makes Thrive Optimize stand out is that it offers a simple implementation for its users for creating effective A/B tests.
Thrive Optimize allows you to create unlimited tests using unlimited variations. Thus, you can try each goal for each test:
- Visit goal page
However, this tool can only work with WordPress websites and even work at its best when you’ve already installed the Thrive Themes for your site.
- The standalone plugin stars from $67 (one-time fee for unlimited tests)
- The bundle with Thrive Architect starts from $127
- The Membership plan stars from $19 per month (paid annually)
Page Speed Tools
Page loading time is a massive factor in your landing pages’ bounce rate and lack of conversions.
Your visitors just don’t wait. So, if your landing pages load too slowly, they’ll click away and move on to your competitors quickly. That’s how you kill your conversion rates.
The average time it takes to load a mobile landing page fully is 22 seconds, but more than half (53%) of your visitors tend to abandon the page if it takes longer than three seconds to load.
Therefore, it’s time to pay more attention to your landing page’s loading time.
Here are some potential landing page speed tools you can use:
Pingdom Website Speed Test
With the Pingdom Website Speed Test, you can see how fast or slow your landing pages are loading.
This tool will help you track what makes your landing pages load slower by calculating your heaviest scripts, CSS, images, or other files. With all the data, you can learn how to make landing pages load faster.
Pingdom also sends you real-time notifications via e-mail or SMS once there’s an issue appearing with your landing page wherever you are.
This tool allows you to test your landing pages load time from three locations:
- San Jose, California
- Melbourne, Australia
- Dallas, Texas
Pricing: Starts at $14.95 per month. You can get a 14-day free trial before you decide to buy this tool.
Google PageSpeed Insights
It uses a combination of Google PageSpeed Insights and YSlow to generate scores and recommendations. This way, you’ll understand what needs to cut or double down from your landing page so it can load faster.
This tool also allows you to test and compare landing page performance against various connection types to see how it affects the load speed.
PageSpeed Insights is a Google speed tool that scores your landing page load time on a scale of 0 to 100. The higher the score, the better your landing page is performing in terms of speed.
This tool also gives you recommendations and reports for both the desktop and mobile versions of your page. It helps you outlining where improvements can be made.
There are two parameters that PageSpeed Insights use to score your landing pages’ speed performance:
- Time to above-the-fold load: The total time required to load the first sight of all the content that visitors encounter on your landing page.
- Time to full page load: The time it takes a browser to fully render a landing page after your visitors requested it.
GTmetrix is one of the few landing page speed tools that include a mobile performance testing feature.
It’s also such an easy-to-navigate tool for beginners to pick up pretty quickly.
GTmetrix’s currently available locations include:
- London, UK
- Vancouver, Canada
- Dallas, USA
- São Paulo, Brazil
- Sydney, Australia
- Mumbai, India
- Hong Kong, China
Pricing: You can use the free version for limited features. If you want more advanced features, you’ll need to sign-up for the premium version, which starts at $14.95/month.
Bonus: Adding a little interactivity to your Landing Page
You can, and should add interactive elements to your landing page if necessary.
UserGuiding is a 3rd-party user onboarding platform that you can use to create:
- Interactive Product Tours,
- In-app messages,
- Self-help centers,
- and more onboarding elements.
For a landing page it might not be wise to design an interactive product walkthrough, but you can sprinkle a few tooltips that trigger guides which would later take users through the signup and onboarding processes; keep the leads in the house, entertained.
Pricing: UserGuiding currently costs $89/month for 2,500 users. To achieve unlimited onboarding elements for your website, you can get the Professional Plan for $389 a month. You can also consider the Corporate Plan starting from $689/month with custom MAU.
However, there is a 14-day free trial which you can get your hands on right now by clicking here.
Landing page tools won’t only help you to create high-converting landing pages, but it also offers you solutions for dealing with multiple custom landing pages for different campaigns with different goals.
What works for your landing page may or may not work for anyone else’s, and the other way around. That’s why the most effective landing pages are those that are tailored with your target audience in mind.
Therefore, the key here is to choose the landing pages tool that matches your business needs, preferences, and of course, budgets. You can also rely on free trials and online reviews before you decide to spend bucks on those tools mentioned above.