An In-depth Instapage Pricing Review: Is This Platform Still Worth it?

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If you’ve been looking for the best landing page builder for your business, you’re probably considering Instapage.

As a platform that can help you build multiple pages, you can expect to gain 7X more leads with 30-40 landing pages.

And with great landing pages helping businesses convert up to 9.7% of their customers, using a landing page creator is an absolute must.

Before you make your final decision, read our in-depth Instapage review to examine all their features, pricing, and some alternatives.

1. Instapage’s pricing plans

Instapage's pricing

Instapage's pricing

According to their website, Instapage’s customer conversion rate sits at 16% — which is quite impressive.

But who are they?

Instapage is a landing page platform that focuses on boosting your ad conversions by automating and personalizing the post-click experience of your potential customers.

Their software caters to improving customer experience with fast page loading speeds, segmentation, and heatmaps, to name a few.

Instapage also offers two different pricing plans: the Building plan, which focuses on the initial stages of building and optimizing post-click experiences.

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

Instapage also offers a 14-day free trial, but it requires your credit card details.

Let’s examine their plans up close.

1.1. The Building plan

The Building plan will normally cost you $299/month or $199/month if you choose to pay annually, with the latter saving you 33% on your subscription.

This plan includes:

  • Unlimited conversions
  • 30,000 unique visitors a month
  • 30 published landing page experiences
  • 3 workspaces
  • 3 team members

As for the features, with the Building plan you’ll get:

  • A landing page editor with more than 500 templates to create beautiful landing pages
  • Design reviews — Get optimization suggestions to improve your landing page designs for a better customer experience
  • A/B testing — Run split tests with no page load delay
  • Real-time visual collaboration — Use on-page visual commenting to speed up your team's landing page review, approval, and launch processes
  • Instablocks® — Quickly scale your landing page designs with page blocks that you can save and reuse
  • AMP pages and experiences — Build mobile pages that load instantaneously, create a better browsing experience, and drive more conversions with effective landing pages
  • Thor Render Engine® — Provides the fastest landing page load speeds in the industry
  • Postclick Score® — Analyze the percentage of ads that send traffic to uniquely tailored landing pages
  • AdMap® — Visualize your ad campaigns and effortlessly connect ads to relevant landing pages
  • Google Analytics — Understand your conversion rate by using Google Analytics to analyze the pages on your site
  • Dynamic text replacement — Quickly improve Pay-Per-Click performance by matching copy to your visitor’s search
  • SSL encryption — Instapage protects your landing page data by automatically creating an encrypted link between server and browser
  • GDPR compliance — The data you collect with Instapage is processed securely and per GDPR requirements
  • Zapier and HubSpot integration

With this plan, you’ll also get a Customer Success Manager that’ll give you 1-on-1 advice, guide you through advanced training, and ensure you have VIP access to new features.

1.2. The Converting plan

Instapage’s Converting plan scales according to your business needs.

This includes the number of team members, landing pages created, and more.

As such, the monthly fee varies depending on the size of your business. To opt-in for this plan, you’ll need to request a demo.

This plan includes everything from the Business plan, as well as:

  • 1:1 Ad-to-page personalization — Provide consumers with highly personalized landing pages throughout your entire marketing campaign to improve conversions
  • Heatmaps — Visualize visitor behavior to understand where your landing pages can be improved
  • Multi-step forms — Easily collect additional information from your prospect by turning complex forms into multiple steps
  • Custom fonts — Upload any custom fonts next to Instapage’s built-in Google and Adobe fonts
  • Audit logs — Troubleshoot issues and manage account security by tracking account history
  • Guaranteed uptime-converting SLA — Instapage guarantees that your landing pages will have an uptime of 99.9%
  • Page migration services — Migrate your existing landing pages to the Instapage platform so you can increase conversions faster
  • Design services — By using data from the platform, Instapage’s support team can suggest better ways to optimize your landing page experiences
  • Additional integrations — Salesforce and Magento

And more.

These features all sound very impressive, but are they worth the price tag?

2. An in-depth look into Instapage’s features

Instapage's main features

Instapage's main features

Although Instapage has a lot of useful features to help you build and improve your landing pages, most of them sound very technical and difficult to understand.

Let’s delve deeper into Instapage’s features to help you get a better idea of what it all means.

2.1. AdMap®

An illustration of how AdMap®

An illustration of how AdMap

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

More than visualizing, AdMaps allow you to manage these ads, link each of them with the post-click landing page that’s 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 when you get started.

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.

If you already have ad campaigns, you can automatically import them.

You can also sync your current ad account with Instapage to see your campaigns, ad groups, and ads, along with each ad or ad group's corresponding post-click page experience.

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

The ultimate goal is for you to get a 1:1 ad-to-page personalization score/ratio, 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® 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

Instablocks dashboard manager

Instablocks® dashboard manager

When it comes to creating multiple landing pages, Instapage offers a no-experience-needed drag-and-drop builder that gets the job done in a matter of minutes.

By using Instablocks®, you’ll be able to choose from a series of pre-designed blocks of content — from page elements including headers, footers, testimonials, and more — or build your own blocks.

The advanced landing page builder also includes different landing page widgets such as multimedia (videos, slideshows, podcasts, etc.), countdown timers, and chat plugins.

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

If you opt for the Converting plan, you’ll also have access to the Global Blocks, which automatically updates all duplicate blocks to the one you're currently changing on your post-click landing pages.

Instapage offers over 500 landing page templates, organized by categories that refer to the goal you want to achieve with the page — trial signup, demo request, webinar registration, and app download, to name a few.

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 such a critical factor in digital marketing that having your landing page load one second too slow can reduce your conversion rate by roughly 7%!

2.3. Personalization

Example of Instapage’s location-based personalization

An example of Instapage’s location-based personalization

Remember when we 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 for certain audiences.

These features use UTM parameters and can match your page’s copy to visitor-level data (such as keywords, firmographics, and demographics).

UTM parameters are not affected by changes to third-party cookies or the Facebook pixel. And they work with Google Analytics.

You’ll be able to send your targeted ads to an experience that aligns with 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.

Another bonus is that you don’t have a limit on the number of experiences that you can create per landing page.

You can also test these various experiences to find those that give you the best optimization for your landing pages.

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.

2.4. Experimentation

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

When it comes to experimentation, Instapage 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 on any specific landing page sections.

 Example of heatmapping with Instapage

An example of heatmapping with Instapage

By looking at these three heatmap metrics, you’ll know exactly which parts of your landing page attract and retain the users’ attention and which seem to go unnoticed.

These heatmaps also advise you on exactly what you should A/B test in your landing page design (e.g. the page’s layout, copywriting, 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.

This includes the number of visitors, the conversion rate, and the costs per visitor and per lead.

2.5. Collaboration

Example of Instapage’s on-page feedback feature

An example of Instapage’s on-page feedback feature

Instapage’s collaboration solution exists 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 and they can see feedback made on-page.

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's pricing compare to competitors?

Although Instapage can build and manage great-looking landing pages, you’ll need 3rd party integrations for email marketing services, which can get costly.

Before you jump in to make a purchase, first examine our list of Instapage alternatives below.

You might just discover similar platform features elsewhere, for a more affordable price . . .

3.1. The best alternative:'s pricing plans's pricing plans is an all-in-one SaaS marketing platform with all the features you need to build and grow your online business from the foundation stage. offers a Free plan and 3 paid plans that scale as your business grows.

Our Free plan is free forever, requires no card details to get started, is available for up to 2,000 contacts, and includes:

  • 3 sales funnels
  • 10 sales funnel steps
  • 1 blog site
  • 1 membership sites
  • 1 automation rule, workflow, customer tag, and email campaign
  • 1 one-click upsell, order bump, and A/B test
  • 1 custom domain and 1 coupon code

Our paid plans can be billed either monthly or yearly, with the latter saving you 30%. Each plan also offers more features than the previous.

They include:

  • Startup plan ($27/month or $228/year) — Available for up to 5,000 contacts
  • Webinar plan ($47/month or $396/year) — Available for up to 10,000 contacts and comes with 10 evergreen webinars
  • Enterprise plan ($97/month or $828/year) — Available for up to 15,000 contacts. Comes with a 1-on-1 kickstart coaching session and free migration
  • Custom plan (for +15k contacts) — Can be billed up to $547/month for a maximum of 100,000 contacts

All of our plans come with unlimited emails, blog posts, storage space, and membership site members.

We also include:

With, you can build stunning landing pages and sales funnels, create online courses, send newsletters, launch blogs, run evergreen webinars, create affiliate programs, and streamline your workflow.

We have everything you could need in a platform, with a builder that’s simple to use — and for the most reasonable price out there!

3.2. ClickFunnels

ClickFunnels’ pricing plans

ClickFunnels’ pricing plans

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 3 membership options: the Basic plan for $97/month and their Platinum plan for $297/month.

Their Basic plan includes:

  • Up to 20 funnels
  • Up to 100 pages
  • 1 user
  • 3 payment gateways
  • 3 domains
  • Chat support
  • Access to FunnelFlix
  • The option to share your funnels with others

The Two Comma Club X can technically be seen as a membership, but you can only apply to this plan if you can send proof to ClickFunnels that your business has made at least $1 million through ClickFunnels.

The two main downfalls of ClickFunnels are:

1. The editor can be a bit difficult to grasp at first.

2. The A/B test options aren’t as comprehensive as Instapage’s.

ClickFunnels does offer a 14-day free trial to try out the service before committing to an expensive plan — but it requires your credit card details.

If you’d like an in-depth look into this platform, read our article here.

3.3. Leadpages

Leadpages’ pricing plans

Leadpages’ pricing plans

Like Instapage, Leadpages offers drag-and-drop landing page builders that are also optimized for mobile view, a hefty number of page templates (200+), and plenty of integrations.

Unlike Instapage, Leadpages also offers a code-free website builder.

Their 14-day free trial gives you access to all of their features, and if 14 days aren’t enough for you, you can pay $1 to extend this to 60 days.

Leadpages offers 3 plans to choose from. These can be billed monthly or yearly for a 25% discount:

  • The Standard plan ($49/month or $37/month if you pay annually)
  • The Pro plan ($99/month or $74/month if you pay annually)
  • The Advanced plan (customizable — contact support team)

The Standard plan includes:

  • 1 website
  • Unlimited landing pages, pop-ups, and alert bars
  • Unlimited customer traffic and leads
  • 1-year free custom domain (available for annual subscriptions)
  • Free hosting (secured with SSL encryption)
  • Mobile-responsive site templates
  • Automated lead notifications
  • Tech support (live chat, email)
  • 40+ Standard integrations (Mailchimp, Infusionsoft, WordPress, Zapier)

Although Leadpages allows you to do more in terms of growing your business, if you want the best overall option for the cheapest price, we recommend!

4. What type of business can use Instapage?

Any business can use Instapage.

As 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, online services, online courses, or anything else — Instapage will most likely have a custom landing page template that’s right for your business.

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 Building 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 Converting option might be more useful.

6. Conclusion

So is Instapage worth it?

If your company wants to focus on building professional-looking landing pages, and you can afford to dish out $200 every month, then yes.

However, if you’re looking for more at a more affordable price . . .

Turn instead to We offer the full package your business needs to thrive online, and for a fraction of the price — if not completely free.

What are you waiting for? Sign up, and save today with!

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