The 13 Best Landing Page Optimization Tools in 2022 (Free & Paid)

The best landing page optimization tools generate leads and sales for your business.

The average conversion rate for a landing page is 9.7%. A landing page optimization tool increases that percentage and boosts your revenue.

The challenge is figuring out which optimization solution to use.

There’s no shortage of landing page builders and optimization tools on the market, each with its own benefits. Today, we’re going to review the 13 best landing page optimization tools you should consider.

What are Landing Page Optimization Tools?

Landing pages are the dedicated pages on your site used to convert customers. When a lead clicks on an ad and they’re redirected to your site, a landing page is where they end up. Used correctly, landing pages can get you new sales. Unfortunately, without testing, it’s hard to figure out what you can do to increase conversions. That’s where optimization tools come in.

Landing page optimization tools help you test landing pages and improve their performance. You can A/B test different designs, buttons, and headlines, and track conversions. While feature sets vary, they usually include:

  • A landing page builder
  • A/B testing tools
  • Qualitative insights
  • Quantitative insights

The more comprehensive your optimization tool, the easier it will be to create landing pages that convert.

Here’s our list of the top 13 landing page optimization tools in 2022:
1. Unbounce A powerful landing page builder with AI and AB testing for landing page optimization. 
2. Instapage A landing page software with tools to personalize landing pages.
3. Hotjar Heatmap, session recordings, and tracking of customer journeys.
4. Wynter A landing page optimization tool dedicated to copy testing.
5. Hubspot An all-in-one platform for marketing, sales, and service. 
6. Optimizely A web optimization tool for continued experimentation.
7. Landingi An easy-to-use landing page optimization tool for beginners.
8. Popupsmart An optimization service for pop-ups on landing pages.
9. CrazyEgg One of the best landing page optimization tools for visitor insights. 
10. VWO A specialized AB testing platform for landing pages, apps and products.
11. Fullstory A landing page optimization tool with machine learning, heatmaps, event funnels and more. 
12. Olark Chat tools to help you connect with customers.
13. UserTesting Insights into what real visitors think of your landing pages. 

Unbounce

“Best AI insights for landing page optimization”

Unbounce landing page optimization tool

Unbounce is a popular landing page tool. You can design using 100+ landing page templates or create pages from scratch. It has a great drag-and-drop builder for simplicity. Aside from helping you build landing pages, Unbounce is a landing page optimization tool too.

The smart builder uses AI insights from over 1 billion conversions to help you design better pages. There’s a smart traffic system too. This sends your visitors to the landing page variant most suitable for them. You’ll get smart copy suggestions on Unbounce. That means less time spent laboring over marketing messages.

Like most landing page optimization software, you’ll also get extensive A/B testing. Add exit-intent pop-ups to your pages to get more signups from hesitant people.

Pro tip: Add a bonus, limited-time offer on your exit-intent popups for higher conversions.

Advanced features include things like automatic conversion mapping. There are integrations with analytics and optimization tools, like Google Analytics, Hotjar, VWO, UsabilityHub, and UserTesting.

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Instapage

“Best personalized landing pages”

Instapage landing page optimization tool homepage

Instapage is a landing page builder and optimizer in one. You can use customizable templates to design your pages, all pre-optimized for conversion. Instablocks mean duplicating pages is easy. And there’s AMP optimization for your mobile responsive landing pages too.

There’s support for targeting keywords, demographics, and firmographics. Instapage has some of the better A/B testing features on the market. Heatmaps show you where your customers like to click or linger.

You can integrate Instapage with over 120 tools. Connect other optimization tools, like Hotjar or Fullstory. And send contact data to email marketing software, like GetResponse, Mailerlite, Benchmark Email, and more.

Hotjar

“Best for heatmaps and user recordings”

Hotjar landing page heatmaps homepage

One of the best ways to optimize landing pages is understanding how users navigate them. Heatmaps in Hotjar show you:

  • where your visitors spend the most time on your pages, 
  • where they click,
  • and how long they scroll. 

The service also has real-time recordings of visits to show exactly what’s going on. They’re great for showing points of friction in the user journey.

You’ll get access to feedback and survey tools, for a pulse on how your audience feels. Hotjar’s data analytics are easy to understand and insightful.

If you’re low on funds, there’s a free plan from Hotjar. However, we’d definitely recommend upgrading for more insights. The standard paid plan is still cheaper than other landing page optimization tools at $39 per month.

Wynter

“Best for testing and optimizing landing page copy”

Wynter landing page message testing optimization tool

Wynter focuses on landing page optimization through copy. You’ll use this website optimizer to test how your target audience responds to your messages. Since messages can make or break your sales, copy testing is a key part of landing page optimization.

The Wynter service works by analyzing your website visitors with simple tests. You can get results within 12-48 hours and adjust your wording accordingly. The cool thing about Wynter is you’re testing your messaging with real B2B audiences. You can even target by industry.

Wynter doesn’t offer builders or A/B testing to check different variations of the same landing page. What it does is give you the insights to enhance your landing page copy.

Hubspot

“Best for all-in-one marketing”

Hubspot landing page building optimization

Hubspot doesn’t offer a dedicated landing page optimization tool. However, you can still use this service for real-time user analytics. Hubspot has tools for lead generation, web pages, pop-ups. There’s also multivariate testing for all the assets you create.

Once you launch a landing page with Hubspot, you get useful insights. You’ll be able to A/B test the components of your pages as often as you like. There are even smart content guidance and personalization tools. Everything integrates really well in Hubspot. If you want to keep track of all your marketing campaigns in one place, go for Hubspot.

HubSpot’s “hub” environment even includes tools for sales and service. While this might be a bit too comprehensive for some smaller teams, Hubspot is great for bigger brands. It’ll help you with understanding user behavior throughout the entire customer journey.

Optimizely

“Best for extensive landing page experimentation”

Optimizely landing page optimization tool homepage

Optimizely is a CMS designed for web experimentation. You can use Optimizely to create, test, and optimize content for your target audience. Optimizely offers a number of tools for experience testing, experimentation, and personalization.

There’s a codeless visual editor, where you can build your landing pages. After that, it’s easy to replace elements and see the difference they make. Optimizely gives you extensive insights, for better personalization. If you need help figuring out what to do, there are recommendations.

The sheer volume of features can be a little overwhelming on this tool. However, if you’re looking for in-depth user experience metrics, Optimizely takes the cake. Artificial intelligence helps predict customer behavior in advance. Plus, one-click integrations with other analytics tools make reporting much easier.

Landingi

“Best for ease of use”

Landingi landing page builder optimizer homepage

Landingi is designed to help companies build pop-up forms, lead magnets, landing pages, and more. The service is easy to use. There’s a host of optimization options built into the platform. Website owners can access funnel guidance to improve sales and track user intentions.

Compared to other builder tools, using Landingi is a breeze. With the drag and drop landing page builder, you put components into place in seconds. Hundreds of templates make getting started quicker. For in-depth insights, you’ll be able to integrate with Heap Analytics, Crazy Egg, Google Analytics, and more. This makes it easier to see the full customer journey.

Once you’ve created your landing pages (with no coding), you can work on getting better results for your online business. Duplicate sections of any page to create an A/B test or try adding pop-ups and other features. You can also add custom code to your pages. Get started with a free trial and you’ll have great landing pages in no time.

Popupsmart

“Best for landing page popups”

Popupsmart landing page popup optimization homepage

Among popup tools, Popupsmart is one of the easiest options to use. You don’t need any coding knowledge to begin. The simple builder can whip up content in seconds, with customization options galore. If you’ve been having trouble with your conversion rates, Popupsmart’s A/B tests will show you why.

For marketing agencies using both landing pages and popups, this is a must-have service. You’ll be able to see how much your popups are really impacting your landing pages. You can also examine the performance of your assets based on advanced targeting features. Targeting options are exit-intent, geo-location and more.

Popupsmart makes it easy to get started. There’s plenty of advice and guidance on how to optimize your popup in just a few clicks. Instant event and goal tracking are helpful additions too. Connect Popupsmart with email marketing tools like Mailchimp, Sendinblue, ActiveCampaign, Mailerlite, and more.

CrazyEgg

“Best for extensive visitor insights”

Crazy Egg Website Landing Page Optimization homepage

CrazyEgg is one of the most popular tools for optimization. You can use CrazyEgg to improve landing page conversion rates, by learning about visitor activity. The heat map feature is particularly useful if you want to get insights into user behavior.

CrazyEgg’s visual approach to examining landing page variations is great for beginners. You can also collect insights for reports. For instance, form analytics show you which words and messages convert customers. There are also insights into how color and content placement influence users.

Similar to Hotjar, CrazyEgg also provides website recordings. You can see how people are interacting in real-time, and track areas of customer frustration. CrazyEgg can even show you details on particular audience segments.

VWO (Visual Website Optimizer)

“Best for easy A/B testing”

VWO Visual Website Optimizer landing page tool homepage

VWO (Visual Website Optimizer) is a landing page optimization tool with extensive testing accessible in just a few clicks. You can conduct a full-page message test, track visitor behavior using heat maps, and more. A/B testing is really straightforward with this tool.

You won’t need any IT background knowledge to start creating useful reports. You can even test entire marketing funnels. With session recordings and heatmaps, you’ll be able to track the details of each customer journey. 

Aside from helping with landing pages, VWO also offers other ways to boost conversions. You can use your optimization tools to create exit-intent pop-ups and bots. This means you’ll have more ways to reach your customers as they’re leaving your landing page. 

Fullstory

“Best for in-depth journey optimization”

Fullstory landing page optimization tool homepage

Delighting customers means creating landing pages tailored to your audience. Unfortunately, it’s hard to do that when you don’t know what your customers need. Fullstory is a comprehensive page optimization tool for UX. It builds on your Google Analytics data, showing you how to drive digital growth.

You can get behind-the-scenes insights into the friction points in your customer’s journey. This means it’s easier to build a high-converting landing page fast.

Like many top landing page optimization tools, Fullstory has a host of features. You can replay visitor sessions and access heatmaps. The more you optimize, the more Fullstory understands your website visitors. This means better suggestions from your landing page tools.

Fullstory has over 50 integrations, including Shopify, Woocommerce, Unbounce, Optimizely, Marketo, and more.

Olark

“Best for chat insights”

Olark live chat landing page tool homepage

Olark isn’t a landing page tool in the conventional sense. Rather, this software works with your page optimization tools to improve CX. With Olark, you can go beyond drag-and-drop landing pages to discover what customers really want. The live chat makes it easy to learn directly from your customers. You don’t have to guess what’s keeping people on the fence – you can ask.

The chat widget integrates with your landing page builder and appears at the bottom of the page. Visitors can use Olark to ask questions and gain confidence for a purchase.

When you use Olark you can collect information on customer conversations. The system tracks common queries from clients. This way, you can adjust your page optimization strategy to address client concerns.

UserTesting

“Best for interaction recording”

UserTesting landing page optimization testing homepage

Finally, UserTesting is one of the top landing page optimization tools for interaction recordings. With this service, you can collect information about what visitors do when they’re on your pages. Recording interactions shows you where points of friction reduce conversions.

What makes UserTesting unique is you’re not just getting machine insights. You get real feedback from actual human beings. You pay users to visit your landing page and provide their insights. This makes it much easier to make sense of what’s really happening behind the scenes. Combined with tools like Hotjar and Google Analytics, UserTesting is very valuable.

The qualitative insights you’ll get from this service can be incredible for boosting conversions. Some of the biggest companies in the world use the service too. Brands like Facebook, Walmart, and Grammarly.

The Best Landing Page Optimization Tools Wrap Up

Succeeding online means more than just creating a few landing pages. You also need a way to ensure your online assets are working the best they can.

When you collect feedback from customers and examine the data, you can increase your conversion rate over time. The more you optimize, the more profitable your business becomes. Plus, you reduce the amount you’re spending on pages that don’t work.

The right landing page optimization tool will depend on what you’re trying to accomplish. Some of these tools allow you to build assets with a drag and drop editor and landing page templates. Others focus exclusively on heatmaps, recordings, reports, and analytics.

The good news is many of these landing page optimization tools have free trials, so you can try before you buy.

Mor Mester

About Mor Mester


Mor Mester is the Head of Content Marketing at EmailVendorSelection. He lives and breathes email marketing and marketing automation. After work, you can find him playing basketball.

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