Instapage Review: Personalized Landing Page Builder

Are you looking for a landing page platform that can help you achieve your goals? If you do, then check out Instapage.

Instapage is a premium online marketing solution that provides a combination of the best marketing tools to help marketers and advertisers. However, at the core Instapage is about its landing page builder. It is an advanced builder that lets you create effective landing pages that generate better leads and directly impact sales.

With a focus on multiple tools and services, Instapage identifies itself as an “Advertising Conversion Cloud.” In simple terms, they improve conversions so that your business can flourish using their tools.

In our Instapage review, we will explore Instapage and see if it really is that good? We will check its landing page creation process and see if it’s really worth the money you spend on it.

So, without any delay, let’s get started.

Instapage Introduction

Instapage is a cloud-based marketing solution. The use of the cloud technology makes it a platform-agnostic solution. Instapage sells itself as the leader in conversion rate optimization where they claim that customers can get up to 400% more value from their ad spending when they opt for Instapage.

That’s a bold claim!

To facilitate the process, they offer an industry-leading drag-and-drop landing page creator. It lets marketers and advertisers the ability to create relevant, mobile-friendly landing pages without the need to get help from a developer. Their landing pages let you improve your leads and sell more.

As no coding skills are required, you are free to explore the landing page creation process. Instapage simplifies the whole process so that anyone can get started without feeling overwhelmed. The landing page tool comes with other forms of add-on features, including split-testing tools, analytics, and heatmaps. By using these features, you can further improve the landing page effectiveness. And, that’s not all.

In addition, you also get access to rich features including:

  • A complete library of 80+ high-quality templates so facilitate easy landing page creation
  • A good collection of widgets so that you can easily add additional features to the landing page
  • Tracking and reporting to do A/B testing, heatmaps, analytics to learn what works and what needs to be improved.
  • Excellent integration options so that you can intuitively connect to other services and platforms directly from Instapage.
  • A hosted system so that you can work directly from the Instapage dashboard and do not use the WordPress landing page plugin.

Instapage markets themselves as six products, one advanced platform:

  • Landing pages: Create a result-oriented, responsive, and relevant landing page
  • Personalization: Personalize the landing page to improve visitor conversions and engagement
  • Experimentation: Optimize post-click landing pages with detailed heatmaps, multivariate testing, robust analytics, and A/B testing.
  • AdMap: Let you visualize ad campaigns giving you the ability to visually connect ads to the post-click landing pages in one go.
  • Collaboration: Enable teams to work together on campaigns
  • Page Speed: Load landing pages faster and capture visitor attention

Getting started with the free trial

To help businesses, Instapage offers a 14-day trial. However, they require credit card information for the free trial. From Instapage’s point-of-view, that’s understood considering that they are trying to bring business. But from the user’s point of view, that’s not correct! — considering that you are only trying their service.

It takes 2-3 steps for you to complete your trial signup process. The first step requires you to enter basic account details which includes:

  • Email address
  • Password
Instapage Review Entering details

Caption: Step 1: Entering details

Instapage Review Enter info about the business

Caption: Step 2: Enter info about the business

Instapage Review Enter credit card information

Step 3: Enter credit card information.

Next, you need to enter details about your business, and you should be able to land into the third step of the signup process. In the last process, you need to enter credit card details. As you are doing all of these for trial, it is recommended that you do two things beforehand:

  • Make sure that you choose the monthly plan. This will ensure that you get only charged this amount if you forget to cancel your trial or remove the subscription before the trial ends.
  • Next, cancel the subscription once you are getting into the dashboard. You can do it from settings.

One more limitation that you need to know is their visitor’s limitation. It is set to 2,500 visitors. Once you surpass the limit, your plan will automatically be upgraded to premium.

Overall, the process to sign up is good. However, you may have to wait for 20-30 minutes before the cancel subscription button comes up.

The Dashboard

The first thing that you will notice after signup is the dashboard. Instapage sports a clean dashboard. You can access their main features from the left-side menu, including AdMap, Personalization, Landing Pages, Experiments, and Analytics.

Instapage Review Dashboard
Instapage Dashboard

In the bottom left corner, you also get Inbox, Admin, Settings, and your current project options.

You will also notice the PostClick Score. The score is generated based on your ads. To make it work, you need to connect your Google Ads account. Apart from that, it also showcases other vital information, including visitors, conversion rate, and conversions.

Overall, the dashboard is well-done as it is clean, intuitive, and has proper navigational aspects to it. This improves your working efficiency and provides a great user experience.

Instapage Features

Instapage is a feature-rich solution. They provide all in-house features so that you do not have to leave their application to manage your work. This is what makes Instapage so effective! As a business, you surely want all your assets, process, and communication in one place, and Instapage lets you do that.

To make better sense of their features, let’s go through the core features and then discuss them in detail.

Landing Pages

Template Layouts

Templates are at the core of the Instapage landing page creation process. To make it easy for users to create beautiful and effective landing pages, you get access to 500+ landing page templates. These templates are fully customizable and are designed to improve conversions.

Instapage Review Templates

You do not need any developer to use the template. With no need to code, you can easily work with templates and edit them as per your needs. For example, you can change fonts, colors, backgrounds, and images.

Also, all the templates are mobile-responsive, enabling you to configure them for different-sized devices easily.

They have also categorized the landing page templates. This means that you can search for templates easily. The categories are asset download, case study, competitor comparison, daily deals, demo requests, competitor comparison, informational, and so on.

Landing Page Builder

To edit the templates and give you the ultimate control, Instapage gives you a powerful drag and drop landing page editor. The editor can be used as a blank canvas, but there are plenty of templates to kick start your project. However, you are free to start from scratch if you want to.

There are also no limitations when it comes to the page builder. For example, you can easily place the elements as per your liking and needs. This is possible because the editor is not configured to use only the row-based, Column, or grid layout.

Instapage Review Landing Page Builder
Landing Page Builder

To ensure that the user doesn’t get overwhelmed, they also offer helpful markets throughout your journey. This way, you will not feel lost and know what to do next. To also help easy alignment of the elements, you will be shown the distance between elements when you move them. This will enable you to position the elements correctly on your page.

Lastly, you are free to preview your landing page whenever you want. The use of WYSIWYG editor also means that you do not need to preview often as the landing pages should look exactly the same once published.


Widgets on Instapage lets you add functionality to your landing pages. For example, you can easily add functionalities such as countdown timers, video, and CTA buttons using the widgets. If you like coding, you can go a step further by adding custom widgets with HTML.

HMTL widget option

Adding functionality is critical to any landing page as it improves the conversion rate.


For leading agencies and companies, it is vital to create powerful landing pages with ease. To facilitate the process, Instapage has recently started to offer a new feature known as Instablocks. This feature enables teams to create and save custom blocks. The custom blocks can be later used across post-click landing pages.

As a marketer or advertiser, you can use Instablocks to create landing pages quickly.

The first thing you need to do is to create common page blocks. From there, you need to choose footers, headers, and other elements. Once done, save the block after naming it. You can re-use the block anytime later on in your projects.

Visual On-Page Collaboration

With remote work becoming the norm, Instapage has now introduced a visual on-page collaboration.

Instapage Review Collaboration in real-time
Collaboration in real-time

With this feature, you can collaborate with clients and teammates in real-time. This makes it easy to streamline the design review process and makes work easy for everyone out there.

Image Asset Manager

Image asset manager lets you manage all your images within Instapage. Not only that, you can easily personalize the images offered by the image editing tool.

Landing Pages Other Features

Their leading pages also offer a long list of features. These features include:

  • AMP Landing Pages
  • Global blocks
  • Hiding mobile blocks
  • Parallax scrolling
  • Keyboard shortcuts
  • Overwrite Protection
  • Template Upload/Download
  • Custom code editing
  • Edge measurement


Forms are also a critical part of your landing pages. That’s why you get access to some of the amazing form-related features. Let’s go through them below.

Form Builder

Just like the landing page builder, you also get access to the form builder. The form builder is also self-sufficient, so you do not use code to create fully-functional forms. With a fully drag and drop builder, you can easily drag multiple fields, radio buttons, drop-down lists, and more elements to create the form.

Instapage Review Editing form
Editing form

Apart from that, you also chain forms — creating a multistep form.

Lead Capture Forms and Exit Intent Popups

It is vital to capture the user’s intent whenever possible. That’s why Instapage offers exit-intent popups and lead capture forms. You can create these pop-ups to improve the conversion rate further. However, for popups, you need to use OptinMonster.

Forms Other Features

The other features supported under forms include:

  • Thank you and confirmation pages
  • Two-step Opt-in
  • Digital asset delivery
  • Lead backups
  • Customizable confirmation messages
  • Lead routing
  • Lead notification
  • Direct Lead Bypass


Instapage optimization feature is what makes it so different from other competitors. These optimizations help you improve conversion rate and improve sales.

True Server-side A/B Split Testing

With proper server-side A/B split testing, you can further improve your landing and AMP pages’ performance. With it, you can easily test variations, track visitor behavior, designs, increase your conversion rates, and more.

Instapage Review  A-B testing
A/B testing


Heatmaps provide details on how users interact with your landing pages. You can use the information to further optimize your pages.

Instapage Review Heatmaps

Other Features

The other key feature offered in Optimization include:

  • Real-time reports
  • Page grouping for campaign management
  • Drop-in pixel tracking
  • Conversion analytics


To bring your ads to life, Instapage offers personalization features. These features include:

  • AdMap
  • Dynamic Text Replacement
  • 1:1 Ad-to-Page Personalization
  • PostClick Score

AdMap’s approach is to visualize the advertising campaigns so that each ad can be optimized. It can also be used for 1:1 ad-to-page personalization. The 1:1 ad-to-page personalization also gives you access to the Experience Manager that optimizes your landing pages for a better ad conversion rate. You also get access to dynamic text replacement, which improves PPC performance by matching the user’s intent and search keywords.

Performance and Security

Instapage also offers excellent performance and security for their customers. They offer Thor Render Engine for performance, which delivers faster loading times for landing pages, improving conversions. To back up the performance, Instpage offers 99.99% server uptime, making sure that you do not miss any opportunity to grab the user’s attention.

Instapage is also Soc 2 compliant, which makes it enterprise-ready. Moreover, it also offers GDPR compliance.

Instapage Integrations

Instapage offers excellent integration support for apps, tools, and services. Right now, they support 120 tools.

You can easily integrate the apps using different methods. The native apps are easy to integrate, and in most cases the integration can be done in just a few clicks. If an app is not natively supported, then you can use custom code to do so. Instapage also supports integration enabled via Zapier and Enabled via Webhook API.

The integrations are categorized for easy access. The categories include email marketing, CRM, e-Commerce, advertising, analytics, e-Commerce, call tracking, and more. Some of the notable Instapage integrations include:

  • HubSpot
  • Pardot
  • Marketo
  • ActiveDemand
  • Keap
  • ActiveCampaign
  • SharpSpring
  • MailChimp
  • GetResponse
  • AWeber
  • Mailgun
  • FreshMail

Instapage Pricing

When it comes to pricing plans, Instapage offer two plans: Building and Converting.

Instapage Review Pricing
Pricing Plans

Building Plan

The Building plan starts from $299 per month if you do monthly payments. In case you opt for the yearly plan, then you need to pay $199 per month. The Building plan allows 30 published landing pages, five workspaces, five team members,

The key features that you get access to through the Building plan include:

  • No conversion limits
  • Design reviews
  • Instablocks
  • Customer success manager
  • Landing page builder
  • Real-time visual contributor
  • Server-side A/B testing
  • AMP pages and experiences
  • Thor render engine
  • Post click Score
  • AdMap
  • Conversion analytics
  • SSL encryption
  • Zapier integration
  • HubSpot integration
  • Dynamic text replacement
  • GDPR compliance

Converting Plan

The converting plan is aimed at enterprises that want to use Instapage to improve ROAS, lower CPC, and increase conversion. As the plan is aimed at enterprises, the plan has custom pricing to it. The plan offers everything that the Building plan offers. Additionally, you also get access to the following:

  • Salesforce integration
  • Marketo integration
  • Editable global blocks
  • Heatmaps
  • Multi-step forms
  • Custom fonts
  • SSO(Single Sign-On)
  • Audit Logs
  • Direct Lead-Bypass
  • 1:1 Ad-to-Page personalization
  • Guaranteed Uptime-Converting SLA
  • Custom Feature Implementation
  • Custom Integrations
  • Design Services
  • Conversion Consulting

When it comes to trying out the plans, you can choose a 14-day trial. However, they only provide a demo for the enterprise plan that you can try out by filling up a form.

So, what do I think about the plans? Are they reasonably priced? Well, no.

If you are following Instapage lately, then you will know that they have increased the pricing for their plans by a good $50 for monthly and yearly plans. Considering that their pricing is already on the higher side, increased pricing is not ideal for smaller businesses.

Not only that, but they have also decreased the number of workspace and team members available in their base plan from five workspaces to three workspaces and five team members to three team members. The things that remained constant include 30K unique visitors per month and 30 published landing page experiences.

As for value for money, you are surely getting less compared to their previous pricing plan. But if it falls under your budget, then you are good with them as they offer one of the best landing page creators out there.

Instapage Pros and Cons

Instapage is a versatile landing page solution that excels at what it has to offer. However, it is not free from flaws or shortcomings. As a potential buyer, it is always a good idea to know its pros and cons before making your purchase decision.


  • Easy to use landing page builder
  • Excellent range of good-looking and professional landing page templates
  • Wide range of landing page publishing options
  • You can use Instapage to sell and deliver files via landing pages.
  • Great analytical and reporting data.
  • Good collaborating options with clients and team members
  • Well written documentation
  • Responsive chat support
  • Landing page designs are mobile-ready.


  • Compared to competitors, offers fewer landing page templates
  • Pricing is on the higher side
  • The base plan is limited to unique visitors, published landing pages, team members, and workspaces.
  • The recent increase in pricing and decrease in features makes it less value for money.
  • Limited eCommerce options compared to competitors.

The Instapage pros and cons should make it easy for you to make your decision.

Instapage Alternatives

Instapage is not the ideal solution for every business out there. So, what options are left for you? Well, you can take a look at some of the best Instapage alternatives out there. Some of the notable Instapage alternatives that you can look at includes:

  • ClickFunnels: ClickFunnels is a good alternative to Instpage. It offers a website builder and a good landing page creator. With ClickFunnels, you can do a lot of things. ClickFunnels also comes with better eCommerce support.
  • Unbounce: Unbounce lets customers easily create effective and modern landing pages. You do not need developer support to use it. Moreover, you can optimize your landing page using A/B testing to make it as efficient as possible.
  • GetResponse: GetResponse is a web-based email marketing software that also offers a landing page solution. So, if you are looking for a landing page creator along with email marketing, then GetResponse is a good option.

There are other leading landing page solutions out there. You can also check out:

  • ActiveCampaign
  • Leadpages
  • Landingi
  • HubSpot Marketing Hub
  • MailChimp
  • Thrive, Architect

Instapage Support

Instapage takes support seriously, and that’s why they offer support via different channels, including chat, email, and educational materials. All of these can be accessed through the help center.

Help Center and Community Forums

Help center provides the best place for beginners to explore Instapage. There, you can learn about how to use Instapage and use its features effectively. For instance, you can learn landing page creation from scratch. And that’s not everything they have to offer. You can learn how to make your designs mobile-friendly, use editors effectively, do A/B testing, work with integrations, and so on.

Instapage Review Help Center and Community Forums

Along with text, you also get access to video tutorials which further improves your ability to make the most out of Instapage offerings.

To help new users, you also get an onboarding webinar that runs for 30 minutes. If you still need help, then you can take the help of community forums where users like you share questions and answers.

Chat Support and Email

If you need support instantly or through qualified personals, then you can talk with email and chat support. Instapage offers both email and chats support 24/7. This means that the lack of support does not hamper their global customers.

To gain access to support, you need to be logged in to your account. From there, you can create response tickets. Also, you can create tickets for any issue that you are having, including integrations, code issues, or when adding a new domain. In fact, their support can also help you when creating landing pages or doing A/B testing. However, you need to understand that they are a support team and will only help you when you are stuck. This means they will not do everything for you.

If you need better support than added perks, then you may want a Converting Custom plan, which gives you access to design services, conversion consulting, and a dedicated launch specialist.

Instapage Conclusion

Instapage is undoubtedly a great option if you are looking for a versatile landing page creator. Its ability to offer almost every feature that you need to create, upload, manage and improve landing pages is unmatched compared to its competitors.

You also get access to a clean and powerful drag-and-drop editor that lets you create landing pages using 500+ templates. Moreover, you also get forms editor to create forms. If you want to reuse blocks, you can use Instapage Instablocks, making it easy to repurpose components for better overall landing page creation.

When it comes to Ads optimization, Instapage has a lot to offer. You get to optimize ads using 1:1 Ads personalization, dynamic text replacement, AdMap and Post click score.

But, what’s about its pricing? Does it offer value for money? Well, that depends on your budget and expectations. Instapage has recently changed its pricing plan’s name and the pricing related to it. With it already being costly, increasing the price ads more burden on smaller businesses. However, if you have the budget, you cannot go wrong with them. The best part is that you can try their 14-day trial(credit card required) to learn more about the platform.

Overall, we rate Instapage quite high in our ratings. In case you are still confused, then make a comment below and share your opinions and queries.

About Author

Lito James is the founder of He is an entrepreneur and marketing specialist who helps businesses to get more leads, subscribers, and customers. Massive Peak has been featured on G2, Cloudways, Sujanpatel, GetResponse, Renderforest, and many more. Follow on LinkedIn | Twitter

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