Instapage Pricing 2022: Is Instapage Worth it?

Instapage logo

Instapage logo

If you’ve been looking for the perfect advertising and landing page software for your business, you probably already know that your options are endless, and if you’re reading this article, you’re probably considering going for Instapage.

However, before you make a final decision, it’s important that you take a close look at all the features that this tool offers, if those are relevant to your business goals and, of course, if you’ll be paying a fair price for them.

That’s exactly what this guide is all about! Keep reading and discover if Instapage is worth it for your company.

1. Instapage Pricing 2022

Instapage Pricing 2020

First things first, I should answer the question: what exactly is Instapage?

Well, Instapage’s goal is to boost your ad conversions by automating and personalizing the post-click experience of your potential customers. 

In other words, Instapage offers a plethora of features that will help you lead users to relevant landing pages to every user that clicks on your ads and ultimately, make them go from clicks to customers.

Instapage offers two different plans: the Business one, which focuses on the initial stages of building and optimizing post-click experiences.

And the Enterprise, which offers more advanced (and customizable) features for businesses that are ready to take their advertising efforts to a new level.

1.1. Business: $149 per month (if paid annually)

The most basic plan, Business, will cost you $149 per month if you choose to pay the fee annually, or $199 per month if you do it monthly

It includes

  • 30,000 unique visitors a month
  • 30 published landing page experiences
  • 5 workspaces
  • 5 team members

As for the features, with Business you’ll get:

  • Postclick Score™
  • AdMap™
  • #1 Landing Page Builder
  • Thor Render Engine™ (Speed Boost)
  • Instablocks™
  • Multi-Step Forms
  • Server-Side A/B Testing
  • Heatmaps
  • Conversion Analytics
  • Dynamic Text Replacement
  • Zapier Integration
  • Salesforce Integration
  • Marketo Integration
  • HubSpot Integration
  • SSL Encryption
  • GDPR Compliance
  • Page Redirects
  • Google Single Sign-On (SSO)

1.2. Enterprise: Customized

As mentioned before, the features of the Enterprise plan are customizable according to your business’s needs, and so do the number of published landing pages, team members and more. 

As such, the monthly fee varies.

The features that can available in this plan are:

  • Postclick Score™
  • AdMap™
  • #1 Landing Page Builder
  • Thor Render Engine™ (Speed Boost)
  • Instablocks™
  • Multi-Step Forms
  • Server-Side A/B Testing
  • Heatmaps
  • Conversion Analytics
  • Dynamic Text Replacement
  • Zapier Integration
  • Salesforce Integration
  • Marketo Integration
  • HubSpot Integration
  • SSL Encryption
  • GDPR Compliance
  • Page Redirects
  • Google Single Sign-On (SSO)
  • Enterprise SSO (Okta & OneLogin)
  • 1:1 Ad-to-Page Personalization
  • Real-Time Visual Collaboration
  • Editable Global Blocks
  • AMP Pages & Experiences
  • Direct Lead-Bypass
  • Audit Logs
  • Guaranteed Uptime-Enterprise SLA
  • Ad Spend Conversion Attribution
  • Page Migration Services
  • Dedicated Launch Specialist
  • Customer Success Manager
  • Custom Feature Implementation

2. An In-Depth Look on Instapage’s Features

In-depth look

Now you know exactly what each of Instapage’s plans includes but the truth is that some of the names in the lists I just mentioned are quite technical and not exactly easy to understand, especially if you’re a digital marketing beginner.

As such, I’m going to get into a bit of detail on the five solutions that Instapage offers:

2.1. AdMap™


As the name suggests, AdMap™ is a map where you can visualize your ad campaigns, groups and individual ads.

More than visualizing, AdMap™ always allows you to manage these ads, link each of them with the post-click landing page that is more relevant to it and monitor the ad-to-page relevancy over time. 

You can do this by connecting the ad account you use to Instapage in the beginning. 

From then on, since the tool offers two-way synchronization, it makes sure that each update you make shows up both on Instapage and the ad platform.

With AdMap™, you can track your Postclick Score™, which is the number of ads to number of personalized experiences ratio. 

The ultimate goal is for you to get a 1:1 ad-to-page personalization score, meaning that each visitor that clicks on your ad has a relevant, customized post-click experience.

Based on this data, you can make new ad-to-page connections and even create brand new personalized pages from within the map.

In short, AdMap™ that will help you understand which campaigns need to be connected to relevant landing pages and how you can increase your advertising ROI.

2.2. Landing Pages

Landing Pages

When it comes to the landing pages, with Instapage you can create and update them in a matter of minutes, even if web design isn’t your forte, as you’ll be working with a drag and drop builder.

To create the pages, you’ll use Instablocks™: you’ll be able to choose from a series of pre-designed blocks of content - from headers to footers, features, and more - or build your own blocks. 

Plus, you can save your customized blocks with Javascript, HTML/CSS, or third party scripts, and then reuse them in future pages.

If you opt for the Enterprise plan, you’ll also have access to the Global Blocks, which allow you to quickly make the same update to all of your post-click landing pages.

Instapage offers over 200 customizable templates, organized by categories that refer to the goal you want to achieve with the page: trial signup, demo request, webinar registration, app download, and twelve others.

The post-click landing pages you build with Instapage will be mobile-friendly and fast-loading, as the tool includes built-in AMP support and uses Thor Render Engine technology. 

This is important because page speed has become a critical factor in digital marketing overall and having your landing page load one second too slow can make a huge difference in your conversion rate.

2.3. Personalization


Remember when I mentioned the 1:1 ad-to-page personalization? 

Well, this is where you create and deliver the experiences that will help you achieve that perfect ratio.

Instapage’s personalization solution refers to the features that allow you to generate certain post-click experiences to certain audiences, using UTM parameters and matching your page’s copy to visitor-level data. 

You’ll be able to send your targeted ads to an experience that makes sense with what the message of your ad and, by doing so, you’ll keep your visitors happy and interested

Plus, you’ll get to deliver the right message in a dynamic way and in real-time to the right target audience.

In the end, the personalization that Instapage supports should result in a higher ROI, since you know you’ll be delivering a relevant message to each visitor and, for that same reason, in a lower CPA (that is, cost per action).

2.4. Experimentation


A big part of succeeding in the world of digital marketing is about testing everything you create and Instapage is perfectly aware of that.

When it comes to experimentation, the tool allows you to conduct tests before you make any final decision and it also provides you with an assortment of data about your customers and your overall analytics.

So, Instapage’s experimentation solution will help you understand visitor behavior by presenting you with heatmaps that track mouse movement, clicks and scroll depth. 

By looking at these three metrics, you will know exactly which parts of your landing page work (that is, attract and retain the users’ attention) and which seem to go unnoticed.

These heatmaps also advise you on what you should A/B test and that can be the page’s layout, copywriting and/ or visuals. 

This means that before you change anything about the landing page, you’ll have access to the insights of your audience.

Furthermore, you’ll have access to comprehensive analytics dashboards, which include performance data about each landing page, experience, and variation, such as the number of visitors, the conversion rate and the costs per visitor and per lead.

2.5. Collaboration


Instapage’s collaboration solution exists in order to streamline your team’s workflow, by making the process of page review, approval and launch easier and faster.

Through this solution, you can gather all the relevant feedback in one place so that the whole team is on the same page and everyone knows which updates need to be done.

Plus, this solution supports real-time visual collaboration, which means that everyone will always be working on the latest version of the project.

Once the page is ready, you can then share it with your clients in the safest way, as Instapage makes sure only authorized users have access to it.

3. How does Instapage pricing compare to competitors?

Every single digital marketing tool out there has its pros and cons and, in order to make the best decision for your business, it makes perfect sense to compare the features and pricing of different platforms

Here’s what I think about Instapage and how it compares to three competitors:

3.1.'s pricing's pricing offers three plans instead of two: the Startup ($27 per month), the Webinar ($47 per month), and the Enterprise ($97 per month).

The thing about is that it doesn’t just focus on the post-click experience.

You can actually use it to build entire sales funnels, as well as send newsletters, create online courses, launch blogs, run evergreen webinars, create affiliate programs and streamline your workflow. 

So, if you want a broader tool that will still allow you to increase conversions, might be a more useful solution (for a significantly lower price).

3.2. Clickfunnels

Clickfunnels pricing

Clickfunnels pricing

Clickfunnels and Instapage offer a lot of the same features

However, the main difference between the two is that Clickfunnels doesn’t focus solely on landing pages, but instead allows you to create websites and sales funnels, from beginning to end. 

In terms of pricing, Clickfunnels has two memberships: the regular one for $97 per month.

The two main downfalls of Clickfunnels is that the editor can be a bit difficult to grasp at first and, more importantly, the A/B test options aren’t as comprehensive as Instapage’s.

3.3. Leadpages

Leadpages pricing

Leadpages pricing

Lastly, Leadpages uses drag-and-drop builders, allows you to create mobile-friendly landing pages, includes a good number of templates and offers plenty of integrations - just like Instapage. 

There are three plans: the Standard (from $25 per month), the Pro (for $48 per month) and the Advanced (for $199 per month).

Although this is a perfectly usable tool, the editor is trickier to use and the landing pages aren’t as customizable as they could be.

4. What type of business can use Instapage?

This one is easy: any business can use Instapage.

As I mentioned before, this platform allows you to create landing pages that are specifically tailored to different goals

So, whether you organize events, sell an app, you sell an online service, you do online courses, or anything else: Instapage will most likely have a landing page template that is right for your business.

For you to have an idea, Instapage’s customers include eBay, Hello Fresh, SoundCloud, Marriott, Skyscanner and more from even more industries.

5. Instapage pricing FAQs

Instapage pricing FAQs

Some of the most frequently asked questions about Instapage’s plans and pricing are:

  • Does Instapage have a free trial?
  • Yes. Instapage offers a 14-day free trial, which includes all the Business plan features, as well as 2,500 unique visitors
  • What if I exceed my traffic limit during the free trial period?
  • If you end up reaching more than 2,500 unique visitors during the 14 days of the free trial, Instapage automatically upgrades you to a paid membership.
  • How can I choose the right plan for my business?
  • Choosing the right Instapage plan for you depends (mostly) on one thing: how experienced you are with online advertising.

If this aspect of digital marketing is completely new to your business, it’s best to go for the Business membership

If, on the other hand, your goal is to maximize the results of your already existing ad strategy, the Enterprise option might be more useful.

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