Top 15 Landing Page Optimization Tools in 2024

Did you know the average conversion rate of a landing page is around 2.35%? And the top 10% of landing pages boast an average conversion rate of 11.45%! This raises the question of what’s the secret used by these top landing pages to get such a high conversion rate.

The answer lies in the use of landing page optimization tools! As you see, predicting how visitors will react to a landing page can be difficult. So, the only thing a brand can do is make a good-looking landing page and then optimize it to improve the conversion rate!

I don’t really have to stress out the difference between a 2% and a 10% conversion rate… A 2% conversion rate means that you will only make 20 sales out of 1000 unique visitors, while a 10% conversion rate means 100 sales from 1000 unique visitors!

How huge is that!?

So yeah, devoting a part of your marketing budget to consistently optimize your landing page is essential for long-term success! And that’s where we need to know & make use of landing page optimization tools.

This article by Canadian Digital Consulting will discuss landing page optimization as a “thing” & popular tools you can start using today!

What is landing page optimization?

As the term implies, the process of optimizing (improving) a landing page to get a higher conversion rate is called landing page optimization (LPO).

This process may involve the use of various tools and methods to track & analyze how the visitors are interacting with your landing page & what can be done to improve these interactions.

For instance, one of the major practices of LPO is A/B testing. In A/B testing, the performance of different –but with the same goal– landing pages is measured.

Let’s say landing page A uses a blue-colored CTA on a white background while landing page B uses a gray-colored CTA on a blue background. After sending an equal amount of traffic with as similar demographics as possible to each one, a marketer can choose the one that delivers the highest conversion rate.

However, A/B testing is just the tip of the iceberg when it comes to landing page optimization. This process also involves the use of:

• Quantitative insights
• Qualitative insights
• Landing page builders
• Traffic Analytics

Top 15 landing page optimization tools

Now, let’s look at some popular landing page optimization tools that you can start using today to see a clear difference:

1. Unbounce

Unbounce is a one-stop shop solution that assists in landing page development from A to Z. This involves a landing page builder and built-in copywriting tools powered by AI.

Unbounce makes it easy to optimize your landing pages with the click of a button. According to them, users can get up to 30% more signups and sales with their conversion optimization tools!

Well, it’s according to them… and we didn’t test it ourselves & therefore, can’t testify…

Anyway, most webmasters find it a daunting task to build a good-looking & well-performing landing page. And that’s exactly the problem Unbounce solves through its landing page builder.

Unbounce also offers multiple niche-based templates for various industries. So, all you have to do is to make some modifications, and you are good to go. But if you want to make a landing page from scratch, then that’s also doable with the help of Unbounce’s drag-and-drop landing page builder.

In my opinion, Unbounce offers a great alternative for those who don’t want to deal with technical stuff. Yet, pioneering requires the use of professional website builders & the help of top-tier team.

The pricing of Unbounce starts from $74/month for the basic plan and goes up to $469/month for their top-tier plan.

2. HubSpot

The next name on our list is Hubspot which is a collection of multiple marketing tools. For most people looking to optimize their landing pages, Hubspot’s CRM and customer service tools will be of little use.

However, Hubspot does offer a collection of tools that can be used to optimize landing pages, such as real-time user analytics, lead generation tools, A/B testing tools, popup tools, bots, and landing page builders.

To take advantage of these tools, you’re ought to use Hubspot’s landing page builder. Once you have created a landing page, you can then perform extensive A/B testing and take advantage of their personalization tools.

In my opinion, the best thing about Hubspot is that it offers multiple tools under one roof. This allows businesses to keep track of all the marketing campaigns along with powerful optimization tools.

As for pricing, Hubspot offers a combination of free and paid tools depending on your usage. For small teams, the free or starter plans will be more than enough. De facto, you can even interact with their live chat bot to find the right plan that works for you!

3. Optimizely

As the name implies, Optimizely is all about providing optimization tools to its customers. Some of the popular features offered by Optimizely include A/B testing, server-side testing, personalization, multivariate testing, and experimentation.

In my opinion, one of the powerful features of Optimizely is its AI personalization engine. This feature provides laser-focused personalization recommendations for the landing page. In addition, users can also use the segmentation feature by creating different customer profiles.

The statistics offered by Optimizely are also very easy to understand from an optimization point of view. So, if you are only interested in viewing traffic statistics for optimization, there’s no better tool than Optimizely.

And last but not least, A/B testing through Optimizely is very easy with the help of their WYSIWYG editor. This means you may not need to resort to a developer to make basic changes to your landing page.

The landing page optimization tools on Optimizely fall under their “Experiment” product catalog. For these products, you will have to contact sales to get an accurate pricing quote based on your special case.

4. Google Analytics

Google Analytics provides meaningful insights about traffic and behavior, which can be further used to improve conversion rates. In terms of traffic analytics, there’s no other tool that offers so much data for free!

Yes, you heard that right! Google Analytics is a free service that offers insights on:

• Conversion rate
• Page speed
• Bounce rate
• Performance by channel
• User Behavior…

You can also perform A/B testing by creating different versions of a landing page & studying their performance on Google Analytics. In addition, you can also gauge the performance of traffic coming from different channels through the built-in tools offered by Google Analytics.

If you’re using Google Ads, chances are you’ll get a comprehensive report there as well! In case your landing page seems to provide a mediocre experience as per Google’s insights, then consult this article to resolve the problems asap & reduce the overall ad-cost!

5. Crazy Egg

How would it feel if you could watch a video of how visitors are engaging with your landing page? With Crazy Egg, you can see website recordings and figure out what precisely needs to be improved!

And just like Google Analytics, Crazy Egg can provide in-depth data about visitor activity on a landing page. Another useful feature of Crazy Egg is the heat map which can be used to understand which parts of your landing page are the most useful & which ones need a revamp.

The analytics offered by Crazy Egg is easy to understand for everyone. On the contrary, Google Analytics and some other traffic analytics solutions are a little tricky.

The best part is that Crazy Egg offers a free trial on all of its plans which is more than enough to explore all of its features. As for pricing, the basic plan starts at $29/month & tracks 30,000 pageviews, 100 recordings, and 25 snapshots per month!

6. Instapage

Instapage is another landing page builder tool that also comes with tons of useful features, including A/B testing, advanced analytics, session replays, data quantification, etc. So, if you want an all-in-one solution for building a landing page to optimizing it, then Instapage is a strong option.

The landing page builder of Instapage is jam-packed with tons of features and ready-to-use templates. In addition, you can easily edit these landing page templates with the built-in drag-and-drop editor. So, on that front, even someone with no coding experience can design stunning landing pages that convert.

Another great feature of Instapage is the AdMap feature. The AdMap makes it a breeze to manage multiple landing pages for PPC campaigns.

And in case you want to build a landing page from scratch without using any templates, you can do that with Instapage as well!

Instapage’s drag-and-drop editor is also quite powerful! It can show you the changes you make in real-time. This saves the valuable time of making changes and loading pages to see how it looks…

The basic plan of Instapage is called “Builder” and starts at $199/month. But if you need a bigger package with more advanced features, you may want to opt for their “Convert” or “Ignite” packages (You will have to contact sales to get a quote for these packages).

7. Hotjar

In terms of functionality, Hotjar and Instapage are quite similar to each other. But in terms of pricing, Hotjar is a lot more affordable with value in mind.

Some of the prominent features of Hotjar are heatmaps, records, feedback, surveys, and user interviews. With the feedback & survey features, you can get direct input from visitors & then use it to optimize your landing page.

The website recording feature is similar to standing behind a visitor’s screen and watching what they are doing on your landing page. The only difference is that you can watch these records from the Hotjar platform!

The heatmap feature on Hotjar is also very useful as it deciphers how visitors interact with your page. From which button they clicked to which portion is getting ignored, you can see it all with the heatmaps in seconds!

The basic plan of Hotjar is free! And it gets you unlimited heatmaps and automatic data capture. Still, if you want more meaningful insights and more daily sessions, you can subscribe to the “Plus” plan starting at $32/month.

8. EngageBay

The next name on our list of landing page optimization tools is Engagebay. From landing page builder to tons of optimization features, you can get it all from Engagebay as well.

Engagebay offers multiple built-in templates from a lot of different industries. This means building a landing page is as easy as modifying these templates & you are good to go.

It is also very easy to make changes to the landing page through the drag-and-drop functionality. Similarly, this drag-and-drop feature also makes it very easy to make landing pages from scratch… It is as simple as dragging and dropping different elements to create a landing page (the entire process only takes a few minutes).

Engagebay also offers comprehensive A/B testing. With this, you can test pretty much everything, from headers, images, CTAs, to meta tags & everything in between!

Another great feature of Engagebay is workflow automation! You can set up entire workflows that are triggered by the visitor’s clicks on your landing page.

EngageBay comes with a free plan that includes all the features one needs. But if you need more data & features, the basic plan starts from $12.74/month only.

9. LeadPages

LeadPages is an interesting addition to our list of landing page optimization tools. The reason for this lies in its unique feature offering. Users can create websites and landing pages, & get access to tons of optimization features all under one roof.

For small businesses, it can prove to be a real game changer as they can create high-converting websites & landing pages from the same platform. In addition, it also offers the ability to create popups and alert bars.

Real-time analytics and A/B testing are of course essential features of LeadPages. Both features make it easy for anyone to optimize the landing page based on an informed decision rather than shooting darts in the dark.

To sum it up, you can enjoy these features from LeadPages:

• Drag & drop website/landing page builder
• A rich content library of photos, audio, & videos
• Web Analytics
• A/B testing
• Marketing tools

LeadPage offers a standard plan for $37/month that can be used on 1 site. They also offer a $74/month plan that supports up to 3 websites and unlimited A/B split testing.

10. Five second tests

Wouldn’t it be helpful if you knew exactly what the visitors want from a landing page? That’s what “Five second tests” is all about. It helps businesses to create simple surveys to collect valuable feedback from clients.

This feedback can then be used to create a landing page that’s loved by the visitors… And when visitors really like a landing page, conversion rates are expected to follow up.

The process through which “Five second tests” takes feedback from visitors is also very interesting… A visitor is given 5 seconds to review the landing page and then asked to provide feedback on various questions.

If you think about it, good landing pages clearly convey their unique value proposition within a few seconds at best. And with the “Five second tests”, you can create simple surveys to achieve exactly that!

You can get started with their free plan but if you want more features, you can choose the $75/month basic plan or their pro plan worth $175/month.

11. Popupsmart

Popupsmart is a dedicated pop-up builder tool that can be used to increase sales, email subscriptions, or any other form of engagement.

Although many of the landing page optimization tools listed above also allow popup builder, they are no match to Popupsmart!

Most of the time, tools that offer multiple features in addition to “popup builder” are usually glitchy and offer limited features. On the contrary, Popupsmart only does one thing (pop-up builder tool) and does it al;ost perfectly!

With Popupsmart, users can generate all types of popups (video & image) and use advanced targeting features. In addition, all of the popups generated through this platform are mobile responsive!

In my opinion, the best feature of Popupsmart is its no-code approach to building popups. This means that anyone with no coding experience can generate popups on the go!

Popupsmart provides a free plan with the support of up to 5000 page views per month. And for $32.50/month, you can get the support of up to 100,000 pageviews!

12. UserTesting

UserTesting is a unique addition to our list of landing page optimization tools. This platform allows you to collect feedback from real users without worrying about traffic. You can then use the feedback and recorded interactions to improve the friction points leading to poor conversion rates.

UserTesting platform connects testers with businesses who want insights on their websites or landing pages. Simply put, testers get paid to test and provide feedback on landing pages. And for businesses, this provides an easy solution to gather real feedback rather than machine insights.

So, if you want insights from real users rather than those generated by A.I., then you can’t go wrong with UserTesting. After all, a positive user experience (UX) plays a key role in how well your landing page converts. UserTesting only offers pricing on request but you can get a free trial of their plans to test the waters.

13. Fullstory

The next name on our list is Fullstory. Fullstory focuses on improving UX, as they believe it to be the core of high conversion rates. The tool’s name implies that its features aim to help you get the full story of all of the interactions a user gets with your landing page. Thus, pinpoint what exactly needs to be improved.

One of those features is the insights driven from Google Analytics rather than generic suggestions. That’s to say, Fullstory feeds on complicated data from Google Analytics, and generate more digestible and helpful insights.

In addition, Fullstory also provides insights into how you can remove friction points present in a customer’s journey. And just like most other landing page optimization tools, you also get session replays, heatmaps, and other features with Fullstory.

Fullstory offers a free demo of all their plans, and if you find it useful, you can then move to one of their paid plans.

14. Convert.com

Convert.com offers a comprehensive list of unique A/B testing tools.

Most other tools mentioned here are limited to traditional A/B testing. But convert.com also offers multivariable testing, split testing, and even multipage experiments.

Here’s a quick summary of landing page optimization tools offered by Convert.com:

• In-depth traffic segmentation to improve usability & conversion rate
• Optimize the landing page sales funnel using an audience targeting engine (comes with 40+ presets)
• A range of A/B testing tools to find the best version of your landing page
• Easy integration with most content management systems such as WordPress, Shopify, & others
• Connect your traffic analytics (Google Analytics, Adobe Analytics, etc.) to drive meaningful insights

Convert.com starter plan comes with a price tag of $99/month which supports up to 3 domains and unlimited tests. This plan will be more than enough for most users who are just getting started.

15. Qualaroo

Qualaroo offers customer feedback and user research tools essential for optimizing landing page pages. Through the Qualaroo on-site survey tools, you can collect consumer feedback and thus optimize the landing page based on what the users like/dislike.

The user research tools offered by Qualaroo also make it effortless to learn about different user behaviors on your landing page. It uses IBM Watson for mining through user feedback and your traffic data to create actionable insights about your traffic.

Through its A.I.-powered user research and suggestions, you can improve different landing page components such as CTA, color, text, etc.

Here’s a quick summary of landing page optimization tools offered by Qualaroo:

• A/B testing
• Survey templates
• Exit intent polls
• A.I. powered insights

The “essentials” plan of Qualaroo starts at $69/month and covers 1 domain with up to 100K pageviews. But if you have more traffic (up to 200K pageviews) and want more coverage (2 domains), you can check out their premium plan worth $149/month.

 Conclusion

Competition is fierce out there. Customers do not settle for mediocre or even good UX on your website and landing page. They’re after the creme-de-la-creme brands whose websites are immaculate. And that’s the main reason why we want you to go ahead and test your landing pages and find how you can make them better!

And even if you are already getting a better-than-average conversion rate, it doesn’t hurt to improve it further… I mean, who wouldn’t like to generate more sales or get more email subscriptions from visitors?

However, one can only improve something if it is built right… And there’s no comparison of generic landing page builders with a customized landing page built by experts.

At Canadian Digital Consulting, we build great landing pages with a conversion-first approach! So, if you are ready to jump-start your conversion rate, contact us today!