Unbounce Review (2020): Is it the best landing page builder?

Landing pages are always a handful, since optimizing our existing ones to make them attractive to the market. Consider also speed; if you need a landing page, it has to be built fast or you’ll lose money. If you can do it yourself without a team of developers it is a good thing.

Consider also that building landing pages is only half of the battle, too. Running split tests and optimizing each page on an ongoing basis is a real challenge. There are multiple landing page builders in the market to solve this problem.

Most recently, we’ve been using Unbounce to aid the release of our latest venture, Serene, and we feel like the latest version of Unbounce is the best all-round landing page builder on the market right now.

So we thought it might be helpful to share our experiences with an in-depth review looking at what makes Unbounce such a good tool and where we think it could still be improved.

What are we looking at in this Unbounce review?

Our main goal with this review is to give you a real impression of what it’s like to use Unbounce as a landing page builder and optimization tool.

So, in the first half of this blog post, I’m going to focus on why we started using Unbounce in the first place and explore the pros and cons we experienced along the way. I’ll also take a good look at the features on offer and the different pricing plans available so you have a good idea of what you’re getting for your money.

The second half of this review is going to be more like a case study, showing you how we’ve actually used Unbounce, the problems it’s solved for us, and where we feel the platform could be improved.

To do this, I’ll run you through the following five tasks:

Creating our first landing page
Publishing a landing page on our WordPress site
Integrating Unbounce with our CRM
Running our first A/B test in Unbounce
Using popups & sticky bars

This will give you working examples of what Unbounce can do for your business and an idea of any potential issues you come across. No marketing tool is perfect and this review aims to give you a completely balanced account of our experience – only you can decide what the deal breakers are for your needs.

This review will help you decide whether Unbounce is the landing page builder for you.

Why did we start using Unbounce?

It all comes down to the time it takes to design and develop new pages.

Basically, landing pages were holding back our efforts to release and promote new products. With our development team pumping all of its resources into getting ready for launch, they can’t hit the pause button every time our marketing team needs a new landing page.

So we wanted a landing page builder that would allow our marketing team to create the landing pages while our developers focus their efforts on building the best products.

We need landing pages designed fast

Once our marketing team comes up with a new campaign idea, it needs landing pages quickly – it can’t wait weeks for them to be designed and developed, one by one.

We often need multiple landing pages at any one time, too, for different products, new websites, PPC campaigns, and email marketing campaigns. We can’t allow this demand to interrupt our developers who are busy working on products but we also can’t let our marketing strategies fall behind.

Giving our marketing team the power to create landing pages quickly is the key benefit of a tool like Unbounce.

To test & personalize landing pages

To maximize performance, you need to optimize/test on an ongoing basis and this means you’re essentially creating multiple variations for every landing page you build. This is because the first time you design a landing page it is not optimized.

This only makes development and time constraints more difficult.

We knew that Unbounce comes with unlimited A/B testing on all of its plans and we wanted to see if this, combined with its landing page builder, would be enough for us to create and optimize our pages using a single platform.

Another feature that caught our attention was Dynamic Text Replacement, which promises to make personalization fast and easy to implement.

Unbounce is a conversion-driven platform

There are plenty of landing page builders on the market in 2020 but one of the standout things about Unbounce is that it’s a purely conversion-driven platform. The whole point of building landing pages is to convert visitors into leads and paying customers – and Unbounce is built specifically for this purpose.

We’ve already mentioned that Unbounce comes with unlimited A/B testing, which is a crucial tool for optimizing for conversions. But it also comes with built-in tools designed to capture more leads, including popups and sticky bars and AI optimization features.

We’ll look at these features in more detail later but the important thing this tells us about Unbounce is that it’s a platform designed to maximize ROI.

We’d tried other options and came back to Unbounce.

Unbounce pros & cons

Overall, Unbounce is a great piece of software and there are plenty of good things to say about. There’s always room for improvement, though, and here are the pros and cons we’ve experienced while using the platform.

Unbounce pros

Quickly build and publish landing pages
Quickly create variants for testing
Excellent templates and third-party sources like ThemeForest for more templates
Highly customizable
Great landing page builder
Split testing functionality is good

Unbounce cons

Form builder lacks some key features
You can’t split test existing landing pages created outside of Unbounce (something you can do with platforms like VWO and Google Optimize)
Our Unbounce landing pages were lost as a data source in Google Analytics – we found a workaround but it wasn’t ideal
You can’t add custom classes to buttons so we had to rebuild them in HTML, which prevented us from tracking goals in Unbounce

I’m not going to lie – some of those cons added a lot of initial extra work but you’ll end up with the same problems on most landing page builders like Instapage and Leadpages.

If Unbounce opens up the platform to split test landing pages previously built outside of the software, this would be a huge win and the ability to add custom classes to buttons would save a lot of time as well.

Overall, Unbounce is going to save you way more time than it costs and, once you’re up and running with the platform, it’s pretty hard to do without. The landing page builder is great, the templates available are excellent and you get a lot of freedom to customize your pages.

Unbounce’s split testing features are solid, too. Sure, they’re not as extensive as a dedicated piece of A/B testing software but it’s a strong offering for a landing page builder and more than you’ll get from most alternatives.

Unbounce features: More than a landing page builder

Unbounce is primarily a landing page builder so this is ultimately what we’ve judged it on. That said, the platform offers a wide set of features beyond its builder and many of these are really important when it comes to creating and optimizing landing pages, such as A/B testing.

Here’s a quick preview of the features we’ll be looking at in this section:

Landing pages: Unbounce landing page builder and other tools at your disposal.
Popups & sticky bars: Easily create popups and sticky bars to generate leads.
A/B testing: Test and improve your landing pages.
Reports & analytics: Measure your landing pages’ performance.
Dynamic Text Replacement: Match the content in your landing page to the search queries visitors typed in to maximise relevance and increase conversions.
Smart Traffic™: An AI-powered conversion tool that automatically sends traffic to the most relevant landing page.
AMP landing pages: Create AMP landing pages that load up to 85% faster than standard mobile pages.
Lead form builder: Create and add forms to your landing pages.

Let’s start by taking a look at the most important feature in Unbounce: its landing page builder.

Landing pages

Unbounce’s drag-and-drop landing page builder means anyone can pick up the tool and start creating pages without writing any code or using specialist design software.

Drag-and-drop builder: Add, remove or customise any part of your landing pages with just a few clicks.
100+ templates: Build pages in minutes from a template or create your own from scratch.
Clone & edit: Save time by duplicating and editing your most successful landing pages for new campaigns.
Copy and paste: Simply copy and paste these elements from one landing page to another—no need to recreate from scratch.
Full control: Customise every detail to the pixel and add your branding without limitations.
Quick publishing: Publish landing pages straight to your WordPress site with Unbounce’s WP landing page plugin or to your own custom domain.

You can choose from hundreds of templates to get started and customise them to meet your own needs. To speed up the design process even further, you can clone and edit entire pages, copy and paste between pages and save your own templates for future use.

In terms of performance, Unbounce’s landing page builder is one of the smoothest I’ve ever used. While a lot of page builders lag and restrict your freedoms, Unbounce gives you complete freedom over your design choices and I can’t say I’ve ever noticed any lag.

You can try it out for yourself right here.

Popups and sticky bars

Aside from landing pages, Unbounce also comes with its own popup and sticky bar builder, which you can use to boost conversions. While I’ve talked about the pros and cons of popups before on this blog, there’s no denying that they can increase conversion rates when used effectively.

Drag-and-drop builder: Once again, you get a fast, robust builder to create your popups and sticky bars.
Templates: You can also start from a template and customise to your needs or build your popups from scratch.
Targeting & triggers: Choose who sees your popups, how/when they’re triggered and dynamically swap content based on visitors’ keywords (Dynamic Text Replacement).
Schedule: Schedule campaigns that run automatically so you’re always showing your most relevant promotions.
A/B testing: Test different messages and offers to maximise the impact of your popups and sticky bars.

My best advice would be to stick to exit-intent popups for desktop visitors and use sticky bars for mobile visitors, as this will protect the mobile experience and avoid any Google search penalties.

As a final tip, make sure visitors who have already converted don’t keep seeing the same popup if they come back to visit again.

A/B testing

Unbounce provides extensive A/B testing features on all of its plans, allowing you to optimise your landing pages and popups for maximum performance.

You can set up A/B testing campaigns within a matter of clicks to test entirely different pages, smaller variations – such as the same page with and without a lead gen form – or specific elements like your calls to action.

This is such an important feature for pages that are designed to convert and it’s always frustrating to find out a landing page builder doesn’t provide A/B testing features or restricts them to its more expensive plans.

You don’t have to worry about this with Unbounce.

Report & analytics

Unbounce provides insights into how your landing pages are performing and how your A/B tests are going. You can access all of this in the Unbounce dashboard but you’ll get the best results by integrating with Google Analytics.

You can find documentation on how to do this here but all you really need to do is get website tracking Id from Google Analytics and enter it into Script Manager, which you’ll find under settings in the Unbounce interface.

Once you’ve integrated with Google Analytics, you can set up event measurement to track users actions, such as clicks on your CTAs and other important conversion goals.

I should make the point of saying that our Unbounce landing pages were lost as a data source in Google Analytics. We did find a workaround for this but integrating with GA didn’t go quite as smoothly for us as the documentation suggests.

You may have better luck.

Dynamic Text Replacement

Dynamic Text Replacement is Unbounce’s answer to landing page personalisation. The feature matches the copy on your landing page, based on the keywords users type in before clicking on your PPC ads.

Combine this with dynamic keyword insertion in Google Ads and you can create paid search campaigns that match user intent at every interaction. By boosting relevance, your messages will have more impact on users and encourage them to convert in greater numbers.

To set up Dynamic Text Replacement in Unbounce, you simply select the text you want to apply it to and then click the Dynamic Text button. Then, you define the dynamic text that will replace your default and confirm the default text that will show when Dynamic Text isn’t active.

Repeat this for your campaign’s target keywords and Unbounce will take care of the rest.

Smart Traffic™

Smart Traffic™ is an AI-powered conversion tool that automagically looks at each visitor’s attributes and directs them to the most relevant landing page. The algorithm looks at attributes like user location and their device to determine which variation of your landing page will be most effective.

AI optimisation: Unbounce’s AI algorithm starts optimising in as few as 50 visits.
Automated CRO: Increase conversions without waiting for tests to reach statistical significance.
Fast results: Use Smart Traffic™ to test landing page variations faster.

Unbounce says Smart Traffic™ boosts conversion rates by 20% on average and this would be an incredible return for a feature that does all the work for you.

I can’t confirm whether Smart Traffic™ delivers on this promise as it’s a new feature and it’s still in beta. We haven’t tried the feature but it’s another illustration of how Unbounce continues to innovate.

AMP landing pages

Unbounce was also the first landing page builder, to my knowledge, to support AMP landing pages. Accelerated Mobile Pages (AMP) are designed to make the web a faster place for mobile users, which reduces loading times to an average of just one second.

Create AMP landing pages: Without the usual development hassle.
AMP templates: Unbounce also provides mobile optimised AMP templates that you can customise or start from scratch.
Up-to-date: Unbounce will keep your pages and code up-to-date with the latest AMP standards.

AMP does have its pros and cons and one of them is that the learning curve can be steep. Unbounce removes this problem altogether by making it easy to create, test and optimise AMP landing pages in the same way you would with any other page built on the platform.

Lead form builder

Unbounce also comes with its own form builder that allows you to add lead-gen forms to any page. While it’s great to see this feature included in a landing page builder, they never really provide the functionality you need to create high-converting forms.

You’ll get better results from a dedicated form builder and optimisation tool like Leadformly that operates in a similar way to Unbounce, except for the fact it specialises in forms. And this is one area where you really need a specialist tool to maximise conversions.

It also helps that Leadformly integrates with Unbounce so you can embed your forms on landing pages (and any other web page outside of Unbounce).

Much like Unbounce, you can use Leadformly to use a form template and customise it to your needs or build your own from scratch using the drag-and-drop editor. One thing that sets this form builder apart is its focus on multi-step form designs that reduce friction and increase conversions by as much as 743%.

Perhaps more importantly, Leadformly has some of the most advanced form analytics and reporting capabilities you’ll find. You can use it to see how long users are taking to complete your forms and even specific form fields to see where they might be running into problems. You’ll also see which form field users interact with last before quitting sessions to further pinpoint troubling fields.

With these advanced insights, you can kiss goodbye to average conversion rates (or worse) and start pushing the top end of benchmarks for your industry. Who knows, you might even be able to set some new ones.

How much does Unbounce cost?

Unbounce has three core plans and you get access to most of its features across all of them. While most software providers throttle features on their cheaper plans, Unbounce doesn’t really engage in this – although there are a few differences, which I’ll explain in a moment.

First up, let’s look at some pricing.

Launch: $80/month
Optimize: $120/month
Accelerate: $200/month
Scale: $300/month

As you can see, pricing starts from $80 per month and the key difference is how many landing pages and popups you expect to create. Even on the Launch plan, you get a healthy limit of 75 landing pages and eight popups/sticky bars, which will be all some smaller businesses need.

Also, the Optimize plan doesn’t support AMP landing pages or some of the more advanced popup targeting settings. There are some technical features reserved for the Enterprise plan, too, such as audit logs, dedicated support and page migration.

All in all, though, Unbounce makes the vast majority of its features available to customers on every plan and it’s always great to see this from a software provider.

How we use Unbounce

In this section, I’ll show you how we used the tool to complete the following tasks:

Creating our first landing page
Publishing a landing page on our WordPress site
Integrating Unbounce with our CRM
Running our first A/B test in Unbounce
Using popups & sticky bars

This should give you a good idea of what it’s actually like to use Unbounce and a working preview of its most important features.

Creating our first landing page in Unbounce

Our first task with Unbounce was to create a “coming soon” page for the Serene app. You can either start with a blank page and build your own landing page from scratch, use the Training Template as a general guide or choose a template and customize it to your needs.

We wanted to generate leads for Serene before we launched the product live so we chose a minimal template with an email signup form and adjusted the design to suit the concept of a productivity app.

In colour psychology, orange is associated with energy and this is the feeling we want to leave our users with, so we opted for a gradient from red to yellow – a combination that draws attention (think traffic signs), signifies the importance, and gets people excited.

Unbounce’s landing page builder makes it incredibly easy to put your own designs on its templates with a lot more freedom than you may be used to with other platforms.

In terms of actually building our first landing page, we were done in a matter of minutes – and there’s no reason it should take you ay longer, as long as you know what you want to create before starting.

Publishing a landing page onto our WordPress site

If you’re running a WordPress website, the first integration you’ll need to think about is publishing your pages through the CMS.

This was actually a lot easier than we anticipated and the only prep work you need to do is download the Unbounce plugin to verify your site.

Once this is done, head back to the Unbounce dashboard and the landing page you want to publish. Simply define your URL (and make sure it is the correct URL) you want to publish to and that’s it.

Simple.

Integrating Unbounce with our CRM

Unlike WordPress, integrating Unbounce with our CMS ActiveCampaign wasn’t as straightforward as we had hoped. It turned out this was because ActiveCampaign has updated its interface and Unbounce hasn’t updated its documentation to match.

In the end, we ended up using Zapier to integrate the platforms and this actually worked out better for us. Unbounce’s native integration with ActiveCampaign only sends over the name and email of users but we created a Zap to send over additional data.

I have to say, I would recommend this approach if you’re using Unbounce and ActiveCampaign.

Running our first A/B test in Unbounce

Unbounce offers unlimited A/B testing on all versions of its platform and this was a key feature that drew us to its software. Otherwise known as split testing, this allows you to create multiple versions of the same landing page and pit them against each other.

Traffic will be split between each version and you can keep track of progress in the Unbounce dashboard.

All in all, A/B testing on Unbounce works really well and it simplifies the entire process nicely. You don’t need any technical expertise whatsoever and our marketing team is able to create variations and run tests without any input from our development team whatsoever.

The only problem we had with A/B testing on Unbounce is that we couldn’t apply it to existing landing pages we’d already created outside of Unbounce. This is quite common with landing page builders like Unbounce but some of the more extensive optimisation platforms like VWO and Google Optimize do allow you to optimise pages previously built elsewhere.

Using Popups & sticky bars with Unbounce

We’ve experimented quite a lot with popups and sticky bars over the years and this is something we wanted to continue with our Serene landing pages.

Once again, Unbounce’s drag and drop editor makes it a breeze to create and customise these. Once you’ve designed your popup or sticky bar, you can choose when to trigger them, add them to any page on your website (not only Unbounce landing pages), set custom frequencies and schedule them to only appear at certain times.

That gives you a lot of deliverability options and you can monitor performance from your Unbounce dashboard to see how they’re impacting conversion rates.

Compared to dedicated popup platforms like OptinMonster, Unbounce doesn’t give you a dozen different types of popups to work with but I’m not convinced this is an issue.

More important for us was Unbounce’s Dynamic Text Replacement feature that allows us to adapt the content of our popups and landing pages to match the search terms users type into Google before landing on our site.

Our Unbounce verdict

After using Unbounce throughout the launch process of Serene, I have no reservations about recommending it as a landing page builder. It’s certainly the best platform of its type that I’ve used and I don’t think anyone else on our team is going to disagree with that.

There are some minor niggles that add unnecessary work, particularly when you’re first getting started, and it would be nice to have a smoother integration with Google Analytics, in particular.

However, Unbounce solves far more problems than it creates and I think it’s safe to say this is still the best landing page builder on the market. We were pretty demanding in the way we used this platform and any problems we came across were fixed with integrations or a few tweaks.

To conclude: if you’re on the hunt for a landing page builder, start with Unbounce.