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Instapage Pricing

Instapage Pricing

Instapage : Is the Landing Page Tool Worth Buying?
Is the Landing Page Tool
Worth Buying?

If I were to make an educated guess, I’d say you’re looking for a landing page builder—but you’re at a crossroad regarding the best tool for your unique needs./ instapage

Maybe you’re looking for a tool to build cheap landing pages? Or you’re concerned about the mix of features offered by the different landing page services? Some of you might have already narrowed down your options to Instapage vs Unbounce.

Wherever your queries/concerns lie, this article aims to dispel your doubts and help you make a more informed decision.

A Quick Overview of Instapage Pricing – It’s why you’re here, right?

Ready to try the most advanced landing page platform?” And no, I’m not the one asking—this is the opening message on Instapage’s pricing page. We will explore whether it’s really the ‘most advanced’ landing builder later in the article. For now, let’s cut to the chase by answering the question that’s lingering in your mind.

If you’re planning to use Instapage as the go-to landing page tool in your business’s marketing department, you better set aside a $199 monthly budget allocation for that purpose. There are only 2 Instapage pricing plans – i.e., Business and Enterprise.

The Business Plan goes for $199/month when paid monthly or $149/month with an annual subscription (25% discount). The Enterprise Plan does not really have a stipulated price point—as it’s customized to your usage habits.

Instapage also gives you a 14-day FREE trial to take their landing pager services for a spin. Please note that the free trial is only available for the Business pricing plan. You can look at a demo if you’re really itching to see what the Enterprise plan is all about.

Instapage : Is the Landing Page Tool Worth Buying?

Aaand…that’s Instapage pricing in a nutshell. But if you want to know more—and I’m willing to bet you do—read on for more about what you get with each pricing plan and whether there are better alternatives to Instapage (*spoiler alert: Unbounce pricing plans give Instapage a run for their money).

Why Do You Even Need a Landing Page Tool?| instapage

In our current technological and internet-driven age, having an online presence is a no-brainer. But the influx of online businesses also means that there’s increased competition.

Believe it or not, nearly 5 million blogs are published every day. After doing some quick math, this translates to over 50 blogs every second. So, by the time you’re done reading this sentence, more than 100 new blogs have been added to the vastness of the Internet. Where am I going with this?

Well, with such fierce competition for the attention of online users, you need a solution to win over prospects so that you can start the journey of nurturing them down your sales funnel. This is where landing pages come in. They allow businesses to personalize user experiences, capture lead information, and improve conversion.

Instapage : Is the Landing Page Tool Worth Buying?Instapage : Is the Landing Page Tool Worth Buying?

But building an optimized landing page is not a straightforward process—and I’m sure you already knew that otherwise; you wouldn’t have come this far. Some common complaints include:

They’re too difficult to create and they demand technical skills.

They are time-intensive.

Systematically improving them is a challenge.

You’re looking for cheap landing page builders.

Some landing pages don’t achieve the desired conversion rates.

With such challenges weighing down on your marketing efforts, most businesses turn to landing page builders. These tools offer templates and other similar features that allow you to build an optimized landing page in minutes.

This brings us to the main issue at hand. Yes, landing pages are invaluable—but they’re not all created equal. Some are better than others.

What is Instapage ? – Main Features

Instapage is a landing page tool that offers a plethora of features designed to improve post-click experiences and maximize conversions for digital marketers.

Instapage : Is the Landing Page Tool Worth Buying?

The cloud service claims to offer everything you need to create optimized landing pages and launch them seamlessly. Instapage automates everything—so you don’t really have to sit through tutorials to learn web design or coding skills.

I prefer to view Instapage as several small products packaged and marketed under one brand. Some of the feature of Instapage include:

Landing Pages

Web design, not your forte? No sweat! Building a landing page with Instapage is as easy as clicking on Instablocks™ (pre-built content) and dragging them across your screen to make footers, headers, and the like.

There are hundreds of customizable templates—infused with Thor Render Engine and AMP support to facilitate fast-loading and mobile-friendly post-click landing pages. It also features an image asset manager, widgets, and parallax scrolling (whereby the background elements move slower than items in the foreground).

Customized designs can be saved with HTML/CSS, JavaScript, or other scripts for reuse in the future. Subscription to the Enterprise Instapage pricing plan gives you access to what they call ‘Global Blocks.’ These endow you with the ability to apply the same update to every post-click landing page.


Having trouble keeping tabs on your advertising campaigns? It happens to the best of us. For this reason, Instapage comes forward with an innovative feature known as AdMap®.

AdMap® allows users to connect landing pages to ads on a visual platform. It shows you a preview of running ads—which can be attached to “experience.” AdMap® even allows you to follow the performance of your google ads all in a single platform – i.e., you don’t have to keep checking Google AdWords or Analytics.

AdMap® facilitate two-way synchronization whereby changes made on the ad platform show up on Instapage and vice versa.

Optimization Features | instapage

Instapage offers several features that allow you to optimize your advertising campaign—leading to higher conversions, better SERPs (search engine rank positions), and improved ROI (return on investment). Some of the optimization features include:


This is self-explanatory. It’s a tool that tracks the journey of site visitors, maps it, and visualizes it. This gives your greater insight into the psyche of potential customers. What interests them? Which elements on your landing page work—and which ones don’t?

A/B Split Testing:

Split testing is a common tool for CRO (conversion rate marketing). It basically allows you to different variations of a landing page at the same time. The idea is to determine the variant that’s most appealing/effective.

Conversion Analytics:

Instapage integrates seamlessly with Google AdWords and Analytics—allowing you to track your ad data in one platform.

Page Grouping:

Pay per click managers, Assemble! Instapage has a feature that facilitates the creation of sorted ad groups – e.g., in terms of channels, features, products, or demographics.

Drop-In Pixel Tracking:

In a nutshell, this feature lets you follow up on conversions that happen outside your landing page.

Personalization Features

Instapage : Is the Landing Page Tool Worth Buying?

You know what they say; a little personalization goes a long way—actually, that’s just me, nobody says that. Moving on, Instapage has some pretty awesome features that let you create and launch post-click experiences that are tailored to a targeted audience.

Instapage : Is the Landing Page Tool Worth Buying?

1:1 Ad-to-Page Personalization: This is what you should be aiming for! It basically means that every prospect who follows your ad enjoys a customized landing page post-click experience. The 1:1 ad-to-page personalization score is closely linked to the Postclick Score®.

Dynamic Text Replacement: Ever heard of copy that changes depending on the search habits of the user? Well, that’s what the dynamic text replacement feature does. Neat, right?

Personalization Features

Instapage : Is the Landing Page Tool Worth Buying?

Instapage supports real-time visual collaboration for teams. The aim is to streamline the activities or workflow by gathering feedback in one location—hence making the review and launch process quick and easy. Everyone is often on the same page and the risk of miscommunication is rather low.

Additionally, you can grant permissions to specific parties—hence ensuring that only authorized users can access the Instapage data. It’s also possible to create private workspaces and track the historic activity of all accounts.


Instapage is like avocado or ketchup – i.e., it goes well with nearly everything (not my best comparison, but it serves the purpose). The landing page tool is designed to integrate with a ton of third-party apps and services—including advertising platforms, email marketing tools, and content management systems. The custom landing pages created using the drag-and-drop editor can be published to any custom domain.

Additionally, you can grant permissions to specific parties—hence ensuring that only authorized users can access the Instapage data. It’s also possible to create private workspaces and track the historic activity of all accounts.

Security and Performance

Dozens of features mean nothing when the landing page service is constantly down or not secured. This why security and performance should always be up there with other must-have features.

Instapage has several features that are designed to add value and foster user confidence. They include compliance with requirements of Service Organization Control 2 (SOC 2), respectable data privacy practices, SSL certificates, a documented Information Security Risk Management Policy, a formal Information Security Program, and similar security measures.

As for performance, historical data shows that Instapage enjoys a respectable 99.95% uptime (both the app and landing page servers). They only recorded 2 outage incidents in 2020—which is a better stat than most landing page builders and hosting providers.

Support Services

If you or your team comes across a serious bug or you’re unable to navigate the platform, does Instapage offer relevant and easily accessible customer support services? Customer service is an important—yet often overlooked—aspect of a software solution.

Instapage earns my admiration as far as their support services are concerned. The landing page tool boasts of several communication avenues and an impressively robust resource center. You can literally find answers to everything you need with regard to landing pages.

An In-Depth Look at the Instapage Pricing Structure

You already have a good idea of the Instapage pricing structure by now (unless you skipped the beginning of the article). But what does each of the three (including the 14-day FREE trial) plans offer?

Before I get to the specifics of the pricing plans here’s a brief visual narrative elaborating on the plight of several disgruntled Instapage customers…

Part A: The Year is 2016

Part B: The Year is 2018

Part C: The Year in 2020

In a short period of 4-year (2016-2020), Instapage revised their basic pricing plan from $29/month to $199/month. In other words, they bumped up their prices by a whopping 586%. Exorbitant? Maybe—it depends on the value you place on the features offered by the platform.

It’s not a surprise that some users have been exploring other landing page solutions. Search queries such as Unbounce pricing, Unbounce vs Instapage, Instapage vs LeadPages, etc., have been gaining momentum in recent years. More on this later; now to the Instapage pricing plans.

14-day FREE trial

Unlike other SaaS services, Instapage’s 14-day FREE trial does not come with strings attached in the form of credit card details. All you have to do is follow the link to their official website, enter your name and email details, and enjoy.

The FREE trial comes with all the features of the Business plan—just for a limited time. Once the trial period comes to an end, you can either pay $199/month ($149/month annual billing) or risk losing whatever you had built in your 2 weeks of bliss. When you think about it; it’s hard to invest time and energy creating landing pages during the trial period only for everything to go to waste. You’re likely to subscribe in an attempt to salvage your process—and this is how sales funnels work.

Business Instapage Pricing Plan

Thor Multi-Step Forms

SSL Encryption

Google Single Sign-On (SSO)

Salesforce Integration

Conversion Analytics

HubSpot Integration

#1 Landing Page Builder


Dynamic Text Replacement

Instapage : Is the Landing Page Tool Worth Buying?

Zapier Integration

Server-Side A/B Testing

Marketo Integration


No Conversion Limits

Render Engine®

GDPR Compliance

Postclick Score®


Now, do these features warrant a $199 per month price tag? In my opinion, yes, the price checks out for the features—but with a condition. You have to thoroughly use the feature (i.e., milk Instapage dry) for you to see a reasonable return on investment. The case for Instapage gets weaker when you consider alternative landing page services that offer similar capability at a fraction of the price.

Enterprise Instapage Pricing Plan

The Enterprise plan is the Crème de la crème of Instapage. It’s the full-service, full-featured option that avails the best Instapage has to offers. The Enterprise plan contains all the features of the Business plan plus the following extras:

Ad Spend Conversion Attribution

Real-Time Visual Collaboration

Guaranteed Uptime-Enterprise SLA

Dedicated Launch Specialist

Editable Global Blocks

AMP Pages & Experiences

Direct Lead-Bypass

Page Migration Services

Audit Logs

Customer Success Manager

Custom Feature Implementation

Enterprise SSO (Okta & OneLogin)

Check1:1 Ad-to-Page Personalization

if you want a peek at what Instapage is capable of, you can have a look at their demo for the plan. Keep in mind that the Enterprise pricing plan is designed for heavy users that deal with high traffic. Although the prices are not explicitly indicated, users may end up paying upwards of $2,500/month.

Pros and Cons of Instapage


Instapage is well-designed and easy to use—especially the drag-and-drop editor.

Instapage is well-designed and easy to use—especially the drag-and-drop editor.

There is a special focus on security.

The landing page templates are professional-looking and mobile-friendly.

Instapage is designed to integrate with other third-party platforms.

The optimization and analytics tools come in handy when making decisions and formulating marketing                                         strategies.

Instapage is rich in online resources and documentation to ease the onboarding process.


             The obvious caveat is the price. Regardless of the benefits, it’s hard staring at a $199 bill every month. If cost is a major concern, you’re better off                                     looking into Unbounce pricing                            plans.


The number of landing page templates and widgets is uninspiring when compared to other landing page services.

Some users in online review platforms point to a lack of customizability options.

Which is the Best Landing Page Service – Price Comparison

How do you feel about Instapage? Is the landing page a hit or a miss for you? If you’re not sure whether Instapage is for you, then maybe a comparison with some of the best landing page builders will clear the fog. Below is a showdown of Instapage, ClickFunnels, LeadPages, and Unbounce pricing structures.

Instapage Pricing vs Unbounce Pricing

Unbounce catches your attention right from the brand name—which implies that visitor to your landing page won’t ‘bounce off’. Brand names aside, how does it compare to Instapage?

In a way, Unbounce is like the arch-enemy of Instapage. The two landing page solutions bear a lot of similarities regarding their features. They even have similar search trajectories according to Google Trends.

Instapage : Is the Landing Page Tool Worth Buying?

A side-by-side comparison of the two landing page tools on G2 only confirms the similarities between them. The main difference lies in their pricing. Whereas we’ve already seen that Instapage only has 2 pricing plans, the Unbounce pricing structure includes 4 options, starting at $72.month. So, in terms of pricing, Unbounce easily comes out on top.

Instapage : Is the Landing Page Tool Worth Buying?

ClickFunnels Pricing Vs Instapage Pricing

Instapage : Is the Landing Page Tool Worth Buying?

Clickfunnels is inherently a sales funnel builder—but building landing pages also falls under its jurisdiction. The SaaS software co-founded by the digital marketing guru, Russell Brunson, is packed with a truckload of features designed to help online business makes sales. How does it compare to Instapage?

Both platforms have 2 pricing plans—with Clickfunnels starting at $97/month compared to $199 for Instapage. ClickFunnels is a better option if you’re looking for a generalized solution. On the other hand, Instapage wins when it comes to specialization and finetuning.

LeadPages Pricing Vs Instapage Pricing

Instapage : Is the Landing Page Tool Worth Buying?

Just like Instapage, LeadPages lets you create professional-looking, mobile-friendly landing pages using a drag-and-drop builder. It’s also compatible with tons of integrations and if offers several templates to get you started.

Although LeadPages is a cheaper option, its features are not as extensive or advanced as those offered by Instapage. In other words, go for Instapage if you’re looking for a powerful landing page tool with useful features such as team collaboration, analytics, and personalization. But if you want a cheap landing page builder that serves the purpose—especially if you’re new to online marketing—LeadPages can work.


It only serves to show what sort of person a man must be who can’t even get testimonials. No, no; if a man brings references, it proves nothing; but if he can’t, it proves a great deal.”

Instapage : Is the Landing Page Tool Worth Buying?

Joseph Pulitzer

So, what is the word on the ground? What do other people think about Instapage? Below are some testimonials from real users obtained from online review platforms such as G2 and Capterra.

Positive Testimonials

As shown in the screenshots, most users seem to be fond of Instapage’s ease of use and convenience in creating landing pages. This was actually the universal message from nearly all reviews.

Instapage : Is the Landing Page Tool Worth Buying?
Instapage : Is the Landing Page Tool Worth Buying?
Instapage : Is the Landing Page Tool Worth Buying?
Instapage : Is the Landing Page Tool Worth Buying?
Instapage : Is the Landing Page Tool Worth Buying?

Negitive Testimonials

On the other side of the spectrum, some particularly disgruntled users had some strong words for Instapage. The main complaint—and mine too—has to do with the spike in prices. Even users who rated the landing page tool positively pointed out the high price. Here are some of the reviews:

Instapage : Is the Landing Page Tool Worth Buying?
Instapage : Is the Landing Page Tool Worth Buying?

Verdict – Yay or Nay?

Taking everything into account—including the Instapage pricing plans, features, and testimonials—I’d say the Instapage is a ‘Yay’. But only if you can afford it and make the most of the features offered. However, my opinion is merely a suggestion.

Before you make your final decision, I would strongly advise you to give the 14-day trial a shot. Assess the landing page solution from the inside and make an informed decision.

Affiliate Disclosure: Please note that the review or the Instapage Pricing contains affiliate links. I am an independent affiliate of Instapage products and not an employee. The review and opinion highlighted in this article are my own and they are in no way official statements by Etison LLC or Instapage.

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