The Best Landing Page Software in 2020

Landing page builders are a must-have tool for every online business. 

But what’s with landing page builders? 

Because they help you build landing pages. And landing pages as crucial to your sales funnel. 

Some software even can build an entire sales funnel. It means from landing pages to a checkout cart. 

Nowadays, giving away personal details is a feat to reckon with. Because people are concerned about their privacy. And they already know that they’ll only get a lot of emails once they opt-in to one of these landing pages. 

Your landing pages and entire sales funnel should speak enough to persuade people that you’re the right guy to do business with. 

  • If your landing page creates a great impression on your prospects, then you’re a step closer to your goal. And that’s a sale.
  • Landing pages are a targeted selling point in your sales funnel. 
  • People who opt-in to your email list have a high percentage to convert or purchase. It means he is interested in your product. 
  • Of course, landing pages are crucial for lead generation. 

Creating a landing page is an art and a science. Plus the help of technology, that is the tools. 

  • It is an art because you need to think of the design that will work best for your product. What colors go together and what captivates the eyes. 
  • It is a science in the marketing psychology aspect. You have to study the behavior of people when they’re inside your landing page. Plus you need to do conversion optimization tests or AB split tests. 
  • Well, every art and science need tools. And for this one, it’s the landing page builders. 
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Landing page software is a game-changer in funnel building. With the need to create a landing page for every product or idea you may have, it takes more than one page to make your business work. 

  • You don’t need to hire a developer every time you want to have a landing page. 
  • It saves you time. You can create a landing page in no time. Because these builders have an easy to use interface and a lot of templates to choose from. 
  • It saves you money. You don’t have to pay for graphic artists and web developers to create the landing pages for you. With their click-and-drag displays, it’s easier than ever.
  • You have no software maintenance to think about because mostly it’s already covered by your landing page providers. 
  • You don’t have to be tech-savvy to create your landing pages. 

The thing is, there are a lot of landing page builders to choose from. 

And they have the same promise – great landing pages, even funnels. 

But not all of these will suit your budget and the level of usage. That’s why you still have to make a careful decision whether a landing page builder is worth the money that you pay. 

  • Each business has its priorities. And sizes. So you have to be wise enough to determine which will work well for you. 
  • You might only need a standalone page builder instead of a full-blown funnel builder. Or maybe you only have to use a combination of marketing software to run a business. 

The choice is yours. That’s why this landing page builder showdown will help you decide on how to choose the best software to cater to your business. 

For this landing page builder 2020 review, we’re going to look at: 

  • Comparison among standalone landing page builders. 
  • Full-fledged sales funnel builders. 
  • Landing page builders for WordPress. 
  • What are my recommendations for each one? 
  • What we use in our digital marketing agency. 

Features 

There are two main features that you should look for in a landing page software. 

1. Split testing ability 

Split testing is important in every sales funnel. Because it helps optimize your conversion. 

But not all landing page software has split testing capabilities. 

Sending a prospect to an optimized landing page increases the opt-in rates. And the chances that these leads turn into customers. 

Still, it is not an excuse that you’ll use Google Optimize or Google Analytics for split testing. Because you can use these tools in a non-landing page builder software, too. And they’re free. 

There’s no point in buying a pricey landing page builder that could not split the test. 

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2. Integrations 

The whole point of a landing page is to capture the name and email of your prospects and include them in your email list. 

Once they’re inside your email list, you’ll be able to send them marketing emails. 

Integration is what connects your landing page builder to your email marketing software or autoresponder. 

And this is very crucial because you don’t want to do it manually, right? That every time someone puts in their name and emails, you have to copy their details to paste them inside your autoresponder. Then, move on with your email marketing.

Aside from being tedious, this also wastes time. Because your prospects want immediate gratification or immediately receive the lead magnet that you promised them. 

You don’t want your customers to be waiting because they expect their freebies already. 

Instead of getting a good impression, you’ll even disappoint them. A great loss. 

Even if you can do a manual copy and paste of your email list, it is still not possible. Because regulation under the CAN-SPAM Act requires proof that your prospect opted into your email list. 

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You have to make sure that your landing page builder has native integration capabilities with your email autoresponder. 

To do this, you need to go to the site of your preferred landing page builder. And look for support links or their database. Then, search for your email autoresponder or talk to their support to check if they integrate. 

It’s ridiculous that a lot of these landing page builders claim that they integrate with a certain autoresponder. Only to find out that you have to integrate them through Zapier or automatic.io. This will make your life difficult. 

Tip: I included this feature because I don’t know what autoresponder you use. You have to make sure the autoresponder works with your landing page builder. 

Page Builders 

We’ll kick things off with dedicated landing page builders. And these are standalone software as a service (SAAS) that only does landing pages. 

Here, we’ll look at Leadpages, Instapage, and Unbounce. 

I have used Leadpages and Instapage. But only second-hand experience with Unbounce. 

So, we’ll start with the best one on the list. 

1. Leadpages 

Leadpages is my top choice among landing page builders. 

And this is for two reasons. 

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Reason #1. The prices are affordable. 

You won’t pay hundreds of dollars a month to own the software. 

For only $48 per month, you already have the pro version. 

Their lowest-priced package does not include AB testing. And it does not make sense to use it if you cannot split the test. 

So your option will be the mid-tier package or higher. And this price range is what we compare among other page builder options. 

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Reason #2. It has the largest template selection out of all of these solutions.

Leadpages has an amazing large template library that you can choose from. 

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They have two different types of templates.

  • If you’re a person who wants a ready-to-go landing page. You just want to choose a template, change a few texts, and it’s enough. Then, Leadpages got you covered. 

You will never run out of templates if you run out of ideas on how to design your landing pages. 

  • Leadpages also has the ability if you want to customize everything. Like if you want to start from scratch. 

They have a click-and-drag interface that’s easy to use.

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Now, other great features of Leadpages: 

  • They also do integrate with almost every other software or marketing software suite or autoresponder that you could think of. So they do have a pretty robust integration set as well. 
  • They also allow you to do checkout. So you’re not going to be doing anything fancy with sales funnels, upsells, down sells, cross sells, or little order bumps. 
  • But if you need to collect credit card information to sell your service or product, then lead pages also have you covered there.
2. Instapage

Second, on our list is Instapage. 

I was able to use Instapage when I worked at a marketing agency. And I liked the page-building experience. 

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I found it just as fluid and easy as lead pages

So what is great about Instapage is the ability to create dynamic split tests. 

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This landing page builder is complete overkill for 90% of business owners and entrepreneurs. 

  • If your ad budget is from $10,000 to $20,000 in Google Ads for search, then you can make robust changes on your landing page headlines and elements based on the exact ad that got clicked. They have great analytics to do multivariate split tests. And yes, it’s awesome. 

They also have heat maps. If you’re a data analytics nerd, Instapage id for you. 

  • If your ad budget fell short of the $10,000 line, then you can’t maximize your use of this software. Paying a $150 monthly fee doesn’t make sense. 

Yes, there are a lot of extra features that you can get. But it’s not worth it if you won’t use it anyway. 

3. Unbounce 

Unbounce starts at $160 a month.  

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It’s only recommended if you want to start your marketing agency. 

You have to get at least three clients who pay $150 to $200 a month in management fees for you to be able to buy their enterprise plan. So that you can at least break even with your monthly subscription with Unbounce. 

Funnel Builders 

Aside from standalone landing page builders, there are also full-fledged funnel solutions that you can choose from. 

Their job is not only to build landing pages. They also included an autoresponder in their package. 

These full-blown marketing solutions are ClickFunnels, Kartra, Kajabi, GetResponse, and Convertkit

We will talk about these funnels except for Convertkit. Because I haven’t used it or any of our clients used it. 

Now, let’s take a look at this chart. 

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First, let’s do the math before diving into the features. 

  • The cost column shows the monthly cost. 
  • For one year, you’re paying the monthly fee. 
  • In year two, you liked the software, so you decided to prepay a full year. 
  • The total column shows your total costs over two years.

Tip:  I don’t recommend that you pay a full year for a software that you haven’t figured out whether or not you’ll like. And halfway through, you’ll realize that you need to move to another software. Because your business grew and other reasons. 

  • There’s also a column for the limits and ability. These are important considerations when choosing software. 

If you compare Kartra and Kajabi, you’ll notice that the Kartra starter package only has a limit of 2,500 on your email list. While Kajabi allows 10,000 subscribers. 

I think it’s not worth it to pay for software for two years to only have 2,500 people on your list. You have a software that’s way too overkill. So you’ll probably stick with their silver package where you can have up to 12,500 people on your list. 

Same way with GetResponse, the limit is the number of people that you can include on your email list. 

Though you can see that GetResponse has a more reasonable pricing structure. 

If you look at the financial aspect, what makes the most sense as a full-blown funnel builder are” 

  • #1 is ClickFunnels
  • #2 GetResponse

ClickFunnels wins in this category because GetResponse does not have a shopping cart sequence. 

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Both ClickFunnels and GetResponse have a landing page builder and email automation. 

But on top of these, ClickFunnels has the following features: 

  • You can do a kind of webinar though it’s more of a video on a page. So it’s not a webinar. 
  • You can have your sales pages checkout.
  • It even allows you to do upsells. 
  • You can integrate it with your membership site if you have. 
  • Allows you to create membership sites with their basic software.

Tip:  I don’t recommend creating a membership site using ClickFunnels. Because it’s not robust. 

Although GetResponse can be integrated with membership sites software using Zapier. But it’s not integration because you’re adding an extra layer. 

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  • If you’re looking for something that’s one and one and done, then Click Funnels does win in this category, 
  • GetResponse is the best value if
  • If you’re willing to add a shopping cart software. 
  • If you’re looking for a software that will work on top of the membership site that you already have. 
  • You just don’t care about membership sites. 

It depends on what you’re looking for in a funnel builder. 

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The main disadvantage of ClickFunnels is its slow speed when you’re building pages. 

Then, your actual page load is also slow. 

Tip: I don’t recommend ClickFunnels to my clients because of the speed. Page load speed is very important especially when you’re driving paid traffic. 

You lose 7% of your conversion for every second delay that your page loads. It’s a huge loss, especially for every business. 

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If you want a complete package, then ClickFunnels is the page builder to choose from. But you get the quantity instead of a quality funnel builder. 

WordPress

There are two main options for plugins you can use to build landing pages for WordPress. 

There are a lot of page builder plugins like Beaver Builder and Elementor. 

But when it comes to actual landing pages, Thrive Themes and OptimizePress still offer the best value and easiest setup. 

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Thrive Architect will cost you $97 a year. And that is for five sites. 

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OptimizePress charges  $99 a year and you can do one site.

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The main difference between Thrive Architect and OptimizePress is the capability to do AB split testing. 

It’s crazy that OptimizePress already has version 3.0. But it still cannot do split testing. 

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So Thrive Themes is the winner here. Plus it has more templates than OptimizePress

Note: There are different packages inside Thrive Theme and OptimizePress with their respective inclusions. But I don’t recommend these options though. 

  • If you only want to build land pages for WordPress, then Thrive Architect is the best choice. 
  • If you want to build an entire funnel, I don’t recommend doing it on WordPress. You can do it better with LeadPages or GetResponse. It will reduce your headaches. 

Tip: Setting up a membership site inside WordPress is not a good idea. Neither Thrive Architect nor OptimizePress offers a robust solution for membership sites even though they have these features in their packages. 

Winner

Now, it’s time to review the winners. 

  • If you only want to build landing pages or you just need page builders, then Leadpages offers the best value for everything. Even though its price is close to that of GetResponse and ClickFunnels. 
  • It has a great template library. 
  • Amazing page landing experience. 
  • Fast page speed. 
  • If you want to have a landing page, email automation (collect and send emails), sales page, a webinar, membership site, and collect emails. You want a full-fledged sales to funnel on a budget.  

Then, I highly recommend that you use GetResponse and Teachable. 

These two software will cover everything that you want to do online. Though you need to add Zapier to connect GetResponse and Teachable automatically. But it’s an easy integration. 

Technically, combining these two holds a lot of advantages than when you use ClickFunnels. You’ll sacrifice too much in quality and tech headaches. 

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  • For WordPress-based solutions,  Thrive Themes is the best choice you have. 

If you want to host membership sites on WordPress. Although I don’t recommend it. Then, you Wishlist member of Member Mouse is probably the best choice you have. 

What we use

For our agency, what we use is a small combination of what I recommend with GetResponse and Teachable. 

Instead of GetResponse, we use a software solution called MailerLite. 

The reason I did not include MailerLite on this list are: 

  • It fails in comparison to the landing page capabilities and functions of the page builders I mentioned. 
  • MailerLite is like a watered down version of a landing page builder. 

Maybe by 2021, MailerLite will make it to this list. 

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What’s important is MailerLite works for us. 

For our entire sales funnel: 

  • We use MailerLite for the landing page and email automation. 
  • ThriveCart for our shopping cart. For a one-time fee of $500, it’s very reasonable and we don’t have to think about a monthly fee. 
  • For our course, we use Teachable. 

Conclusion

Creating a landing page and an entire sales funnel is an important part of every online business. 

Though there are a lot of page builder solutions out there, it’s still important that you think through which to choose. 

The goal is the best value for your money. And you have fewer headaches when it comes to the technical aspect of your business. 

I hope you’re able to choose the best landing page or funnel solution based on my recommendations. 

So until the next, keep building the business you love.

Jason Whaling
 

Jason Whaling is an online marketing expert, consultant, author, and a lifelong entrepreneur. Combining a mix of dynamic business strategy, consumer psychology, and social media marketing, Jason works with people like you to build their personal brands and business.