So, you’ve written your sales copy, chosen a template, and published your high converting landing page. That’s great, but does that mean your job is over?
Not yet.
To maximize conversions and profitability, you must continuously optimize your copy, design, CTA, and other aspects of your landing page.
Fortunately, there are landing page optimization tools that can make that job a lot easier.
These tools allow people who aren’t tech-savvy to get all the data they need and run tests to determine how to increase conversions.
In this article, we’ll look at the ten best landing page optimization tools, including their capabilities, pricing, and pros & cons, to help you make the right choice.
Let’s begin.
Table of Contents
Landing Page Optimization Tools
Key features:
BEST FOR:
Easy-to-use heatmaps and session recordings
PRICING:
Starts free
TRY HOTJAR
Hotjar is known as one of the market’s best landing page optimization tools. It provides features that allow you to spot opportunities to improve your landing page and site, discover UX issues, and more.
It provides Heatmaps and Recordings that visually represent where users click, move, and scroll on your site. This enables you to see which elements of your landing page attract more attention from users and which get ignored, compare behavior before and after implementing a change, and spot problems and bugs.
You can also segment data by devices and buying history. For instance, you could compare behavior across desktops, tablets, and mobile or see how churning customers and big spenders behave differently throughout your funnel.
Landing page optimization tools
Hotjar also provides features for you to get active feedback from your visitors.
With the Ask features, you can create a box on each page where users can rate their experience and leave comments.
You can also take things further by creating on-site surveys that appear at specific moments (i.e., when a user is about to leave your page) through a pop-up or link.
Finally, with the Engage feature, you can connect with users one-on-one, which allows you to recruit and schedule video interviews with your landing page visitors.
Landing page optimization tools
For the Observe features, which include heatmaps and recordings, Hotjar offers a free plan with up to 35 daily sessions, automatic data capture, and unlimited heatmaps.
There’s also the Plus plan, which includes up to 100 daily sessions, an events API, and allows you to filter and segment data.
For higher usage limits and some additional features, you can choose the Business plan starting at $80 per month or the Scale one at custom pricing.
Keep in mind, though, that some of the features we’ve mentioned aren’t included in any of those plans and require an extra subscription.
PROS
Landing page optimization tools
Key features:
BEST FOR:
All-in-one landing page creation and optimization
PRICING:
Starts at $199 per month
TRY INSTAPAGE
Instapage rates itself as the #1 landing page platform for marketers.
Besides allowing you to create landing pages, it also has multiple landing page optimization tools to maximize conversions.
Like Hotjar, it provides heatmaps that allow you to track mouse movement, clicks, and scrolls to understand what’s working and what needs improvement.
Landing page optimization tools
It also provides advanced A/B testing features that you can use to discover which layouts, copy, and images work best for each specific audience.
Finally, the analytics features allow you to see in detail how each landing page, experience, and variation is performing, including viewing the number of visitors and conversions, conversion rate, cost-per-visitor, and cost-per-lead.
Pricing
Instapage starts at $199 per month in the BUILD plan with a 14-day free trial.
This plan, however, only includes A/B testing and analytics when it comes to optimization features.
To access heatmaps and other advanced features, you must upgrade to the CONVERT or IGNITE plans, which come at customized pricing.
PROS
Landing page optimization tools
Key features:
BEST FOR:
All-in-one tool for CRM, CMS, customer service, and landing page optimization tools
PRICING:
Starts at $45 per month
TRY HUBSPOT
HubSpot is an all-in-one CRM platform with all the software, integrations, and resources you need to connect marketing, sales, content management, and customer service.
That includes a drag-and-drop landing page builder that comes with optimization features.
One of them allows you to personalize landing page content for individual visitors based on their location, device, lifecycle stage, or contact detail, which helps you to convert more by only displaying what’s most likely to convert leads from each segment.
Landing page optimization tools
Its features also enable you to analyze, test and optimize landing page performance by running tests on every element, including headlines, images, and more.
It also offers custom SEO suggestions to optimize each page for search.
HubSpot doesn’t provide heatmaps and recordings, but the company is currently studying implementing them through integrations.
Overall, this is an excellent choice if you’re looking for a tool to help you with other marketing and business functions. And while it lags behind other tools in landing page optimization, it makes up by offering integrations with tools like Hotjar.
Pricing
You can subscribe to the Starter plan to join the Marketing Hub, which gives you access to all the landing page optimization tools. It starts at $45 per month and comes with other marketing, sales, CMS, and operations tools, as well as forms, live chat, and email marketing.
PROS
Landing page optimization tools
Key features:
BEST FOR:
Personalization and landing pages with low traffic
PRICING:
Starts at $74 per month
TRY UNBOUNCE
Unbounce goes a step further than most landing page optimization tools.
It uses the Smart Traffic feature to test variations and send your visitors to the landing page where they’re most likely to convert.
Unlike A/B testing, this feature allows you to test multiple landing page variables simultaneously.
Landing page optimization tools
You can create as many versions of your landing page as you want and let the tool analyze which variant performs best for different types of visitors based on device, location, browser, and other variables.
It also doesn’t require you to have a lot of traffic to run tests. The company claims that after only 50 visits, Smart Traffic will have enough information to start routing visitors to the page variant where they’re most likely to convert, getting you, on average, 30% more sales and signups.
Pricing
The Launch plan starts at $74 per month, gives you access to the Smart Traffic feature, and includes up to 20,000 unique visitors and 500 conversions. This plan, however, doesn’t include A/B testing.
The Optimize plan starts at $109 per month, includes up to 30,000 unique visitors and 1,000 conversions, and comes with the A/B testing feature.
For higher usage limits and some additional features, you can opt for the Accelerate or Concierge plans, which start at $180 and $469 per month, respectively.
PROS
Landing page optimization tools
Key features:
BEST FOR:
Behavior analysis
PRICING:
Starts at $29 per month
TRY CRAZYEGG
CrazyEgg was founded by Neil Patel, one of the world’s top web and marketing influencers.
Unlike most landing page optimization tools, this one was primarily built with landing page and site optimization in mind and only provides features for this purpose.
That includes heatmaps, recordings, A/B testing, traffic analysis, and survey features.
Landing page optimization tools
There’s also an Errors Tracking feature, which automatically captures and organizes detailed information about Javascript-based errors.
Pricing
Landing page optimization tools
CrazyEgg offers four different plans starting at $29 per month.
All include unlimited surveys & responses, unlimited A/B tests, unlimited websites, and different usage limits regarding tracked pageviews, snapshots, recordings, and recording storage time.
The two highest-end plans also come with priority support.
You can also acquire the ENTERPRISE plan with additional features and customizable usage limits.
All plans offer a 30-day free trial.
PROS
Key features:
BEST FOR:
Those that require more robust data protection
PRICING:
Starts at $247 per month
TRY FULLSTORY
FullStory is a software that helps businesses identify issues and find improvement opportunities in their sites and landing pages.
Its optimization capabilities include heatmaps, click maps, scroll maps, and advanced session replays. The last one reproduces user interactions with your site or app, enabling you to get detailed information about your users’ behaviors, including average session length, visited pages, the time between activities, and more.
Landing page optimization tools
FullStory also provides advanced privacy features that ensure you can review your customer’s experience without capturing unwanted data.
Pricing
The company offers a free plan that includes three seats, 1,000 sessions per month, and up to one month of data storage.
There are also three paid plans, which the company requires you to contact sales for pricing.
PROS
Landing page optimization tools
Key features:
BEST FOR:
All-in-one tool for CMS, digital commerce, and landing page optimization tools
PRICING:
Customized
TRY OPTIMIZELY
Optimizely is a digital experience platform that allows businesses to run tests, uncover insights, and continuously improve customer interactions.
Its optimization capabilities enable advanced experiment types, including A/B tests, multi-page experimentations, and exclusion groups. You can also run multiple experiments on the same page simultaneously.
The company also provides the Data Core Service solution, which allows customers to discover new insights and provide added context to other reporting tools to find more advanced ways to optimize their customers’ experience.
Finally, Optimizely’s products include a content marketing and management system and digital commerce solutions for B2B businesses.
Pricing
Optimizely offers the Web Experimentation plan with landing page optimization tools at customized pricing.
PROS
Landing page optimization tools
Key features:
BEST FOR:
Shorter landing pages
PRICING:
Starts free
TRY FIVE SECOND TESTS
Five Second Tests was designed to help businesses discover the first impressions visitors get when entering their landing page and how easily they understand what they’re offering.
Its main feature allows you to create surveys and display them to your page’s visitors after seeing your landing page for only five seconds.
From there, you can find out if they could quickly understand your offering, what were the first things they noticed, how they felt about your design, and more.
Other features include prototype tests, first-click tests, and preference tests.
However, remember that this tool was designed for landing pages that don’t require a lot of reading, mainly shorter ones or pages with a strong visual appeal.
Pricing
Five Second Tests offers a free plan with everything that most businesses need to start optimizing their landing pages. It includes unlimited self-recruited responses, unlimited active tests, up to three collaborators, and tests up to two minutes long.
The Basic and Pro plans come with additional features and higher limits, starting at $89 and $199 per month. There’s also the Enterprise plan at tailored pricing.
Additionally, you can also order responses for as low as $2.
PROS
Landing page optimization tools
Key features:
BEST FOR:
Running A/B tests
PRICING:
Starts free
TRY VWO
VWO (Visual Website Optimizer) rates itself as the world’s #1 A/B testing tool.
It offers several landing page optimization tools, including web & mobile app experimentation, behavior analytics, personalization, and more.
The web experimentation features provide a point-and-click visual editor that allows you to quickly edit any element (text, images, shapes, background, etc.) to create test variations. There’s also an AI copy generator, which can generate copy for you following the most successful copywriting formulas.
Landing page optimization tools
The behavior analytics tool lets you determine where visitors drop in your funnel and why, create on-page surveys, and provides you with session recordings and heatmaps.
One of its main advantages is the easy-to-use interface, which makes it easy for newbies to get used to the tool.
Pricing
For the testing features, VWO provides a free plan for up to 50,000 visitors a month. It includes A/B testing, split URL testing, mobile website testing, visual editor, traffic allocation, and more.
You can also opt for the GROWTH, PRO, or ENTERPRISE plans with additional features and customized pricing.
PROS
Landing page optimization tools
Key features:
BEST FOR:
Landing page creation and optimization with the same tool
PRICING:
Starts free
TRY LANDINGI
Landingi is a landing page creator that also provides optimization features.
While it lacks features that are present in most landing page optimization tools that were primarily built for this purpose, it also provides excellent features and can be a great choice, especially if you haven’t created your landing page yet and could benefit from creating and optimizing it with the same tool.
Its optimization features include A/B testing, variant testing, dynamic text, and advanced reporting capabilities.
Landingi also provides several integrations with tools like Google Analytics, CrazyEgg, Hotjar, and more.
Pricing
Landingi offers a free plan with most of the optimization features and includes one published landing page, data sync once a day, and 30-day data tracking.
There’s also the Professional plan at $49 per month with unlimited landing pages, real-time data sync, 365-day data tracking, no Landingi branding, and fast chat and phone support.
PROS
Consider each one’s features, pricing, strengths, and weaknesses to pick the one that serves you best.
From there, you can start optimizing your pages and take them to their full potential.
Not yet.
To maximize conversions and profitability, you must continuously optimize your copy, design, CTA, and other aspects of your landing page.
Fortunately, there are landing page optimization tools that can make that job a lot easier.
These tools allow people who aren’t tech-savvy to get all the data they need and run tests to determine how to increase conversions.
In this article, we’ll look at the ten best landing page optimization tools, including their capabilities, pricing, and pros & cons, to help you make the right choice.
Let’s begin.
Table of Contents
Best Landing Page Optimization Tools
Tool #1: Hotjar
Key features:
- Heatmaps
- Session recordings
- On-page surveys
- Lead interviews
BEST FOR:
Easy-to-use heatmaps and session recordings
PRICING:
Starts free
TRY HOTJAR
Hotjar is known as one of the market’s best landing page optimization tools. It provides features that allow you to spot opportunities to improve your landing page and site, discover UX issues, and more.
It provides Heatmaps and Recordings that visually represent where users click, move, and scroll on your site. This enables you to see which elements of your landing page attract more attention from users and which get ignored, compare behavior before and after implementing a change, and spot problems and bugs.
You can also segment data by devices and buying history. For instance, you could compare behavior across desktops, tablets, and mobile or see how churning customers and big spenders behave differently throughout your funnel.
Landing page optimization tools
Hotjar also provides features for you to get active feedback from your visitors.
With the Ask features, you can create a box on each page where users can rate their experience and leave comments.
You can also take things further by creating on-site surveys that appear at specific moments (i.e., when a user is about to leave your page) through a pop-up or link.
Finally, with the Engage feature, you can connect with users one-on-one, which allows you to recruit and schedule video interviews with your landing page visitors.
Pricing
For the Observe features, which include heatmaps and recordings, Hotjar offers a free plan with up to 35 daily sessions, automatic data capture, and unlimited heatmaps.
There’s also the Plus plan, which includes up to 100 daily sessions, an events API, and allows you to filter and segment data.
For higher usage limits and some additional features, you can choose the Business plan starting at $80 per month or the Scale one at custom pricing.
Keep in mind, though, that some of the features we’ve mentioned aren’t included in any of those plans and require an extra subscription.
PROS
- Includes heatmaps and recordings
- Offers features to gather user feedback
- Free forever plans
- Requires you to subscribe to different plans to access all the features
Tool #2: Instapage
Key features:
- Heatmaps
- A/B Testing
- Analytics
- Landing page creation
- AdMap (connects ads for relevant post-click landing pages)
- Team collaboration tool
BEST FOR:
All-in-one landing page creation and optimization
PRICING:
Starts at $199 per month
TRY INSTAPAGE
Instapage rates itself as the #1 landing page platform for marketers.
Besides allowing you to create landing pages, it also has multiple landing page optimization tools to maximize conversions.
Like Hotjar, it provides heatmaps that allow you to track mouse movement, clicks, and scrolls to understand what’s working and what needs improvement.
It also provides advanced A/B testing features that you can use to discover which layouts, copy, and images work best for each specific audience.
Finally, the analytics features allow you to see in detail how each landing page, experience, and variation is performing, including viewing the number of visitors and conversions, conversion rate, cost-per-visitor, and cost-per-lead.
Pricing
Instapage starts at $199 per month in the BUILD plan with a 14-day free trial.
This plan, however, only includes A/B testing and analytics when it comes to optimization features.
To access heatmaps and other advanced features, you must upgrade to the CONVERT or IGNITE plans, which come at customized pricing.
PROS
- Great for PPC and SEO
- Easy setup process
- No free plan
- The most affordable plan doesn’t include heatmaps
Tool #3: HubSpot
Key features:
- Landing page creator
- Content segmentation
- A/B Testing
- SEO suggestions
BEST FOR:
All-in-one tool for CRM, CMS, customer service, and landing page optimization tools
PRICING:
Starts at $45 per month
TRY HUBSPOT
HubSpot is an all-in-one CRM platform with all the software, integrations, and resources you need to connect marketing, sales, content management, and customer service.
That includes a drag-and-drop landing page builder that comes with optimization features.
One of them allows you to personalize landing page content for individual visitors based on their location, device, lifecycle stage, or contact detail, which helps you to convert more by only displaying what’s most likely to convert leads from each segment.
Its features also enable you to analyze, test and optimize landing page performance by running tests on every element, including headlines, images, and more.
It also offers custom SEO suggestions to optimize each page for search.
HubSpot doesn’t provide heatmaps and recordings, but the company is currently studying implementing them through integrations.
Overall, this is an excellent choice if you’re looking for a tool to help you with other marketing and business functions. And while it lags behind other tools in landing page optimization, it makes up by offering integrations with tools like Hotjar.
Pricing
You can subscribe to the Starter plan to join the Marketing Hub, which gives you access to all the landing page optimization tools. It starts at $45 per month and comes with other marketing, sales, CMS, and operations tools, as well as forms, live chat, and email marketing.
PROS
- All-in-one tool for various business purposes
- Provides SEO suggestions
- Doesn’t include heatmaps
Tool #4: Unbounce
Key features:
- Landing page builder
- Smart Traffic (automatically tests and sends visitors to the page where they’re most likely to convert)
- A/B Testing
BEST FOR:
Personalization and landing pages with low traffic
PRICING:
Starts at $74 per month
TRY UNBOUNCE
Unbounce goes a step further than most landing page optimization tools.
It uses the Smart Traffic feature to test variations and send your visitors to the landing page where they’re most likely to convert.
Unlike A/B testing, this feature allows you to test multiple landing page variables simultaneously.
Landing page optimization tools
You can create as many versions of your landing page as you want and let the tool analyze which variant performs best for different types of visitors based on device, location, browser, and other variables.
It also doesn’t require you to have a lot of traffic to run tests. The company claims that after only 50 visits, Smart Traffic will have enough information to start routing visitors to the page variant where they’re most likely to convert, getting you, on average, 30% more sales and signups.
Pricing
The Launch plan starts at $74 per month, gives you access to the Smart Traffic feature, and includes up to 20,000 unique visitors and 500 conversions. This plan, however, doesn’t include A/B testing.
The Optimize plan starts at $109 per month, includes up to 30,000 unique visitors and 1,000 conversions, and comes with the A/B testing feature.
For higher usage limits and some additional features, you can opt for the Accelerate or Concierge plans, which start at $180 and $469 per month, respectively.
PROS
- More affordable than most tools
- Advanced personalization with the Smart Traffic feature
- Doesn’t require a lot of traffic to run tests
- Most affordable plan doesn’t include A/B testing
Tool #5: CrazyEgg
Key features:
- Heatmaps
- Recordings
- A/B Testing
- Traffic Analysis
- Error Tracking
- Surveys
BEST FOR:
Behavior analysis
PRICING:
Starts at $29 per month
TRY CRAZYEGG
CrazyEgg was founded by Neil Patel, one of the world’s top web and marketing influencers.
Unlike most landing page optimization tools, this one was primarily built with landing page and site optimization in mind and only provides features for this purpose.
That includes heatmaps, recordings, A/B testing, traffic analysis, and survey features.
Landing page optimization tools
There’s also an Errors Tracking feature, which automatically captures and organizes detailed information about Javascript-based errors.
Pricing
CrazyEgg offers four different plans starting at $29 per month.
All include unlimited surveys & responses, unlimited A/B tests, unlimited websites, and different usage limits regarding tracked pageviews, snapshots, recordings, and recording storage time.
The two highest-end plans also come with priority support.
You can also acquire the ENTERPRISE plan with additional features and customizable usage limits.
All plans offer a 30-day free trial.
PROS
- Primarily built for landing page and site optimization
- Detects page errors
- Doesn’t include features for other purposes
- All plans are billed annually
Tool #6: FullStory
Landing page optimization toolsKey features:
- Heatmaps
- Click maps
- Scroll maps
- Session replays
- Privacy features
BEST FOR:
Those that require more robust data protection
PRICING:
Starts at $247 per month
TRY FULLSTORY
FullStory is a software that helps businesses identify issues and find improvement opportunities in their sites and landing pages.
Its optimization capabilities include heatmaps, click maps, scroll maps, and advanced session replays. The last one reproduces user interactions with your site or app, enabling you to get detailed information about your users’ behaviors, including average session length, visited pages, the time between activities, and more.
FullStory also provides advanced privacy features that ensure you can review your customer’s experience without capturing unwanted data.
Pricing
The company offers a free plan that includes three seats, 1,000 sessions per month, and up to one month of data storage.
There are also three paid plans, which the company requires you to contact sales for pricing.
PROS
- Strong privacy features
- Includes heatmaps, click maps, scroll maps, and session replays
- Great support
- Lowest-tier plan lacks some important optimization features
- Higher pricing than alternatives
Tool #7: Optimizely
Key features:
- A/B tests
- Multi-page experimentation
- Exclusion groups
- Data Core Service
- CMS
- Digital commerce solutions
BEST FOR:
All-in-one tool for CMS, digital commerce, and landing page optimization tools
PRICING:
Customized
TRY OPTIMIZELY
Optimizely is a digital experience platform that allows businesses to run tests, uncover insights, and continuously improve customer interactions.
Its optimization capabilities enable advanced experiment types, including A/B tests, multi-page experimentations, and exclusion groups. You can also run multiple experiments on the same page simultaneously.
The company also provides the Data Core Service solution, which allows customers to discover new insights and provide added context to other reporting tools to find more advanced ways to optimize their customers’ experience.
Finally, Optimizely’s products include a content marketing and management system and digital commerce solutions for B2B businesses.
Pricing
Optimizely offers the Web Experimentation plan with landing page optimization tools at customized pricing.
PROS
- Great testing tools
- Great for understanding the buyer’s journey
- Easy to use
- Provides real-time data
- Not many integrations
- Often loads slowly
Tool #8: Five Second Tests
Key features:
- Five second tests
- Prototype tests
- Design surveys
- First click tests
- Preference tests
BEST FOR:
Shorter landing pages
PRICING:
Starts free
TRY FIVE SECOND TESTS
Five Second Tests was designed to help businesses discover the first impressions visitors get when entering their landing page and how easily they understand what they’re offering.
Its main feature allows you to create surveys and display them to your page’s visitors after seeing your landing page for only five seconds.
From there, you can find out if they could quickly understand your offering, what were the first things they noticed, how they felt about your design, and more.
Other features include prototype tests, first-click tests, and preference tests.
However, remember that this tool was designed for landing pages that don’t require a lot of reading, mainly shorter ones or pages with a strong visual appeal.
Pricing
Five Second Tests offers a free plan with everything that most businesses need to start optimizing their landing pages. It includes unlimited self-recruited responses, unlimited active tests, up to three collaborators, and tests up to two minutes long.
The Basic and Pro plans come with additional features and higher limits, starting at $89 and $199 per month. There’s also the Enterprise plan at tailored pricing.
Additionally, you can also order responses for as low as $2.
PROS
- Enables you to discover first impressions and test clarity
- Free forever plan
- Lets you order high-quality responses
- Not proper for longer landing pages
Tool #9: VWO
Key features:
- A/B tests
- Split URL tests
- Session recordings
- Heatmaps
- Personalization
BEST FOR:
Running A/B tests
PRICING:
Starts free
TRY VWO
VWO (Visual Website Optimizer) rates itself as the world’s #1 A/B testing tool.
It offers several landing page optimization tools, including web & mobile app experimentation, behavior analytics, personalization, and more.
The web experimentation features provide a point-and-click visual editor that allows you to quickly edit any element (text, images, shapes, background, etc.) to create test variations. There’s also an AI copy generator, which can generate copy for you following the most successful copywriting formulas.
The behavior analytics tool lets you determine where visitors drop in your funnel and why, create on-page surveys, and provides you with session recordings and heatmaps.
One of its main advantages is the easy-to-use interface, which makes it easy for newbies to get used to the tool.
Pricing
For the testing features, VWO provides a free plan for up to 50,000 visitors a month. It includes A/B testing, split URL testing, mobile website testing, visual editor, traffic allocation, and more.
You can also opt for the GROWTH, PRO, or ENTERPRISE plans with additional features and customized pricing.
PROS
- Great for A/B and split testing
- Easy to use
- Free forever plan
- Requires large amounts of traffic for testing
- Users report some issues with the visual editor
Tool #10: Landingi
Key features:
- Landing page creator
- A/B testing
- Variant testing
- Dynamic text
- Advanced Reporting
- 100+ integrations
BEST FOR:
Landing page creation and optimization with the same tool
PRICING:
Starts free
TRY LANDINGI
Landingi is a landing page creator that also provides optimization features.
While it lacks features that are present in most landing page optimization tools that were primarily built for this purpose, it also provides excellent features and can be a great choice, especially if you haven’t created your landing page yet and could benefit from creating and optimizing it with the same tool.
Its optimization features include A/B testing, variant testing, dynamic text, and advanced reporting capabilities.
Landingi also provides several integrations with tools like Google Analytics, CrazyEgg, Hotjar, and more.
Pricing
Landingi offers a free plan with most of the optimization features and includes one published landing page, data sync once a day, and 30-day data tracking.
There’s also the Professional plan at $49 per month with unlimited landing pages, real-time data sync, 365-day data tracking, no Landingi branding, and fast chat and phone support.
PROS
- Landing page creation and optimization in the same tool
- Free plan
- Great integration options
- Lacks some advanced optimization features of other tools
Final thoughts
While each of these landing page optimization tools has pros and cons, most allow you to run all the tests you need, even if you’re not tech-savvy.Consider each one’s features, pricing, strengths, and weaknesses to pick the one that serves you best.
From there, you can start optimizing your pages and take them to their full potential.