Unbounce is a flexible and powerful landing page builder for all screen sizes. It offers two solution categories. While it offers code-free drag-and-drop functionality for solopreneurs and lean teams with limited development resources, it also allows for custom JavaScript and CSS programming for more experienced users. Unbounce offers two major product categories – Classic Unbounce and Conversion Intelligence Platform. Classic Unbounce allows marketers to design pages in minutes with its 300+ built-in templates and integration with theme stores, plus an array of marketing-focused capabilities such as offer targeting, A/B testing, and content gating just to name a few. The newer Conversion Intelligence Platform leverages AI and machine learning that empowers businesses to create high-converting marketing campaigns. It offers industry-specific, goal-based, and data-driven page templates, content delivery based on traffic sources and visitor attributes, and AI-assisted copywriting capability.
Capabilities |
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Segment |
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Deployment | Cloud / SaaS / Web-Based |
Support | 24/7 (Live rep), Chat, Email/Help Desk, FAQs/Forum, Knowledge Base, Phone Support |
Training | Documentation |
Languages | English |
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Unbounce is by far one of the most prolific and popular landing page builders on the market. Part of what makes it so appealing is its versatility. The solution gives companies multiple ways to capture leads, with pop-ups and sticky bars, lead forms, and various other fantastic tools.
Of course, Unbounce is far from the only landing page and lead capture tool on the market. There are countless other contenders out there, all promising their own amazing functionality.
To help you determine whether Unbounce is really the tool for you, we’re going to take a deep dive into its features, exploring its various pros, and a couple of cons.
Unbounce is a landing page builder, but it’s also a lot more than that. First launched in 2009, it was one of the first tools to introduce business owners to a more effective way of capturing leads. Before Unbounce, creating landing pages meant you needed extensive developer knowledge and skill.
CEO Rick Perreault believed there needed to be a better way to create powerful landing pages. With Unbounce, he created a drag-and-drop solution for teams to design powerful conversion tools, without the fuss. Over the years, Unbounce has increased its functionality, introducing popups, sticky bars, artificial intelligence, and A/B testing.
In fact, the AI functionality means you can essentially get a bot to build your entire page for you, suggesting templates, producing copy, and even offering advice for optimization.
At its core, Unbounce is still primarily a landing page builder, but it also offers a huge selection of features, crucial to creating and optimizing your online assets. As the digital world has continued to evolve, Unbounce has updated its features accordingly. Today, the service includes:
Let’s take a closer look at each of the features.
The drag-and-drop landing page creation tools are at the heart of Unbounce’s toolkit. The purpose of creating this service initially was to allow anyone to pick up the tool and start designing pages without any specialist design software.
Now, you can create both desktop and mobile (AMP) pages with the same tools. For the standard landing pages, there are more than 100 templates to choose from, and the AI system helps you select a template based on the purpose of your page, like if you’re promoting a discount.
Notably, there’s a classic builder and a “Smart Builder”. The smart builder offers all the same features as the standard builder, but with extra AI support.
The service comes with:
The experience is one of the smoothest around, whether you’re designing for web or mobile. In fact, Unbounce was one of the first landing page builders to offer AMP page creation. These “Accelerated Mobile Pages” reduce loading times for your customers, with dedicated templates.
Unbounce even keeps your code and pages up-to-date, according to the latest AMP standards. By removing the complexity associated with AMP solutions, Unbounce ensures every company can build landing pages just as effective on mobile as they are on desktop.
One of the more recent additions to the Unbounce ecosystem, “Smart Copy” allows you to write and edit high-quality copy for your website, blog, and landing pages. The service can literally produce hundreds of words in seconds, at the click of a button.
All you need to do is implement some initial information, so the AI algorithm knows the context you’re writing about, then you can generate copy to match. The system makes it easy to edit anything produced, and you can even translate content into more than 30 languages.
If you’re simply struggling with ideas, the Smart Copy service can suggest options on what to write about, so you can jump into action immediately. There’s even a Chrome extension for creating copy when you’re writing documents online, or creating emails.
While landing pages might be at the heart of the Unbounce ecosystem, they’re not the only way to convert customers. There’s also a pop-up and sticky bar builder for boosting conversions too.
The popups and sticky bars benefit from most of the same functionality you’d get from the landing page builder. There’s still a drag-and-drop builder for easy design, and a host of templates so you don’t have to start from scratch. Targeting and triggers are included, so you can choose who sees your pop-ups, and when they appear.
Dynamic text replacement is included, so every popup can include the keywords your customers are searching for. Plus, you can determine how frequently a popup appears, and even whether certain assets should only appear for people in certain areas.
The Popups and sticky bars also come with two-step forms, offer scheduling to automate your campaigns, and cookie targeting, to show offers based on a user’s browser history. All that, and you still get A/B testing too.
Unbounce ensures you can get the most out of every campaign with extensive A/B testing functionality. Everything you produce with Unbounce has the same testing options, so you can maximize the performance of regular and AMP landing pages, as well as popups and sticky bars.
Setting the tests up only takes a couple of clicks, and you can choose between testing entirely different pages, smaller variations (such as differences between CTA buttons) and more.
The A/B testing is a crucial part of what makes Unbounce so compelling for customers in the business world. However, it’s not the only way to optimize your campaigns. There’s also a full reporting and analytics section, so you can get deeper insights into how your pages are performing.
The reporting and analytics section also provides insights into any A/B testing results for the tests you’re running. It even integrates with Google Analytics.
All you need to do is get your website tracking details from Google and add them to the Script Manager in the Unbounce interface. You can then use event measurements to track actions like clicks, and CTA performance. This can help guide your future A/B tests.
Smart Traffic is one of the cleverest features of Unbounce. It’s essentially an AI-powered tool for increasing conversions, which looks at the “attributes” of all your visitors, and immediately directs them to the most relevant landing page. This could mean sending your customers to different pages based on their location, device type, OS, and browser.
The Smart Traffic system starts learning about your website and visitor attributes instantly, and can automatically identify conversion patterns based on who clicks on which page variants.
Unbounce is currently in the process of updating the functionality of this feature with Smart Traffic Insights, so you can get more actionable advice on how to improve your pages. There are also Smart Traffic reports for easily digestible performance insights.
Dynamic text replacement is how Unbounce ensures every landing page and pop-up is as relevant as possible to the people who see it. The solution matches the copy on your landing page to the keywords people search for before they click on your ads.
You can even combine this functionality with the dynamic keyword insertion features from Google Ads, to create PPC campaigns custom-made to adhere to user intent. By focusing on more relevant content, you can boost your chances of having a direct impact on your customers.
All you need to do to use this feature is select the text you want to apply and click the “Dynamic text” option. The dynamic text will automatically replace the words whenever a customer visits your page.
Unbounce also features a handy form builder so you can add lead-gen forms to any page, anywhere. This isn’t the most advanced form builder on the market, but it’s a great way to ensure you can instantly collect valuable information straight from your target audience.
You can also create two-step forms. This allows the customer to confirm they’re ready to convert with an opt-in message.
Unbounce is a very straightforward tool, excellent for anyone who doesn’t have a lot of experience using a landing page builder. Here’s a quick step-by-step guide to what creating, publishing, and testing a landing page in Unbounce might look like.
When you’re ready to start building a landing page with Unbounce, you’ll have the option to choose between the classic builder, and the new “Smart Builder”.
The classic builder gives you a basic step-by-step experience where you can choose a template or start building with a blank page from scratch. The full experience is drag-and-drop, so you can easily pull your CTA buttons, pictures, and other elements into any section of the page. There are also grid guidelines to help keep everything aligned.
The drag-and-drop builder comes with a widget panel for adding and removing anything, whenever you choose. You can rearrange content however you like, and even add custom HTML with the code widget.
The smart builder is a little more advanced. You start by providing the AI system with some information about your campaign.
You can enter information about what kind of business you’re running, what your goals are and so on, and the Smart Builder will automatically suggest a design for you. The service also comes with access to Unbounce apps, so you can add things like PayPal and Stripe integrations to your page in a click.
The Smart Builder comes with the “Smart Copy” function mentioned above built-in, so you can generate content with AI help if you’re not a confident writer. There’s also the “Smart Traffic” option so you can automatically send customers where they’re most likely to convert.
Unbounce’s landing page builder, whether you choose the classic model or the smart solution, is extremely straightforward. It also gives you a lot more freedom than you’d get from the majority of alternative platforms. You should be done building in a matter of minutes.
After you’ve created your landing page, the next step is publishing it. For WordPress users, this couldn’t be more straightforward with Unbounce.
You can simply download the Unbounce plugin on WordPress, verify your account, and you’ll be able to add any landing page you choose to your CMS. Head to the Unbounce dashboard and define your URL, and you’ll be ready to go.
Once again, this is another way Unbounce helps to cut down on the amount of extra coding and work you need to do to make your landing pages as effective as possible.
If you don’t have WordPress, you will have to jump around to a few different areas within the UI and connect with your hosting provider to configure the connection between Unbounce and your domain. The process takes a little longer, but you can find some videos and guidance to help here.
The “Unbounce Apps” APIs, and Zapier access can also make it easier to add other connections you need straight to the system. If you’re using the Smart Builder, you can automatically send leads to CRM and marketing automation tools like MailChimp, HubSpot, Zoho, and Salesforce.
You can also create your own Webhook integrations or use Zapier to connect virtually anything. The Unbounce Apps are particularly useful for implementing payment solutions for ecommerce pages.
Unbounce is one of the few landing page builders out there to deliver unlimited A/B testing on all platforms. This is one of the key features most people appreciate on this platform, as it ensures you can optimize the performance of every page.
Otherwise known as split testing, this feature allows users to create multiple versions of the same landing page to see which works better.
Unbounce automatically splits traffic between both landing pages, simplifying the process so you can focus on the other aspects of running your business. You won’t need any technical expertise, and you can create and run tests with virtually no developer input.
Of course, there’s also the full analytics section too, which includes a real-time dashboard to show you how your pages and tests are performing. You can link this with Google Analytics to take your insights to the next level and use other marketing and optimization apps available through the integrations and “apps” part of the site.
If you want to take your conversion options to the next level, you can experiment with the pop-ups and sticky bars too. These are just as straightforward to use as the landing page creator, because the technology is the same. You still get the drag-and-drop builder, and you’ll have a host of options available to control how your pop-ups and sticky bars work.
Once you’ve designed your asset, you can implement dynamic text replacement, two-step forms, and URL targeting, to ensure your popups run on the right pages. You can also adjust:
Because it’s not a dedicated popup platform, Unbounce doesn’t give you quite the same level of options as you’d get from other platforms like OptinMonster, but it’s still a great option for beginners. The dynamic text replacement also ensures the assets are as relevant as possible.
Clearly, Unbounce is excellent when it comes to ease of use. If you’re looking to create professional landing pages and pop-ups without the headaches, this could definitely be the tool for you. There are hundreds of templates to choose from in the classic landing page builder, and you get complete control over how you customize your pages.
If you’re willing to upgrade to something more intelligent, you can also use the Smart Builder to make the whole experience even more straightforward. The smart builder can literally create most of your landing page for you, including the copy, so you can spend more time focusing on converting customers. You’ll even be able to optimize your traffic automatically.
When you’re building with Unbounce, there are plenty of pop-up sections and guides to help you too. As soon as you log into your account, you’ll go through an onboarding process which explains the features and options in easy-to-follow English.
Working with different elements couldn’t be simpler, and there’s a “properties” tab on the right hand of the page to help you tweak all of the elements of your design as much as you like.
Even running an A/B test is straight forward.
Unbounce has a few different options when it comes to support. There’s a lot of focus on DIY guidance, with help articles, videos, and other valuable content to guide you through how to manage most things on your own.
An active online forum helps you collect insights from community members too. However, if you need extra guidance, you can submit a support ticket to [email protected], to get in touch with a real human being to help you. Existing customers also have access to live chat within the “Support” section of the builder app.
There’s also phone support, an active blog, and some social media pages where you can seek out guidance through channels like Twitter.
The team is generally active from 1am to 8pm PST, Monday to Friday, and 9am to 9pm PST on weekends. However, weekends can have longer delays.
You can choose from a few different packages for your service from Unbounce. All packages come with a 14-day free trial, but you do need to enter your credit card details to get started. Notably, you’ll also save 10% on all packages if you opt for “yearly” payments, instead of “monthly”.
Options include:
All plans included unlimited landing pages and A/B testing, unlimited sticky bars, access to Unbounce apps, and unlimited pop-ups.
Overall, Unbounce is an extremely valuable tool for anyone looking to create landing pages and convert more customers, with minimal coding knowledge. However, it’s not the right tool for everyone. Let’s look at the pros and cons:
Unbounce is an intelligent conversion platform and landing page builder designed to help you capture more leads and boost your profits. It comes with a host of AI tools to help you get started, and a lot of fantastic testing options.
Unbounce is one of the most straightforward tools on the market, particularly now the company is investing more in its AI features. You don’t really need any developer knowledge or background insights into landing pages to get started.
Unbounce works alongside a range of other tools, including WordPress and Shopify. You can also add-in various other apps, like PayPal and Stripe for managing payments. There are also Zapier connections available if you’re using another CMS.
Hopefully, this Unbounce review has given you a good idea of what you can expect from the Unbounce landing page builder. Ultimately, it’s a straightforward and convenient app, with a list of features that continue to get better all the time.
Although there are some issues, like an absence of many advanced form-building features, it’s hard to find much in Unbounce to complain about.
Do you have any experience with the Unbounce landing page builder? Share your experiences with us in the comments below.
Unbounce's plug and play templates opens up the possibility of "what could be". We no longer are held back by the process of starting from scratch. Often we check out unbounce templates for new ideas, thus fueling even more great ideas. We frequently use unbounce templates for pay per click ads, event registration pages and lead capture. It's a must for any marketers toolkit.
I wish there was pardot integration so we don't have to use form handlers
lead generation
The customer support team is amazing. Also, the tool is pretty intuitive and easy to use. The option of copy landing pages across campaigns saves a lot of time.
The tracking set up is not as easy as I expected. Also, there are some discrepancies with Google Analytics when tracking conversions.
You are able to design landing pages that are not indexed by search engines, which maximizes your design flexibility. Also, I use it for A/B testing.
Love the ease and use first and foremost. Love the responsiveness of the support team and love the community that helps by providing tips and tricks.
That unbounce is NOT a full-blown website dev tool. Because of its simple drag and drop UI, I'm saddened that they haven't scaled this to a website development platform.
Website, landing page conversion increase.
I can quickly and easily update my landing pages without needing a developers help;
Nothing really - only tough things are extreme customization.
I use Unbounce for most of my landing pages - it's helped me reduce design cost and allowed me to test page layouts quickly and easily.
Really easy and intuitive design, yet it has depth when you get deeper into it. Opposed to some other softwares, allows you to create professional looking landing pages rather quickly.
I've had some issues when setting pictures as backgrounds for landing pages, but other than that, nothing else comes to mind.
I make and test various landing pages for clients in the PPC business. I never had any programming skills so Unbounce really allowed me to dive into landing pages without much coding. To put it shortly, I've managed to create some really cool landing pages in short time that otherwise would have taken me ages to do.
I like how easy it is to launch landing pages.
Sometimes the WYSIWYG editor can be a little wonky, but there's always the option to use the code editor.
Launching multiple landing pages with variant testing.
I like the usability of the tools. The platform allows for flexibility in design. I also like the tracking capabilities.
That it can be glitchy when trying to relayout page for mobile view. Also, sometimes it seems that mobile view is loading slow and incorrect on certain systems.
Through unbounce our organization is able to offer a digital component to our specific print and advertising campaigns that is trackable.
-Design landing pages that are proven to convert -Templates that are pre-built are well designed and intuitive for a user -Integration with other platforms is wonderful -Ability to track leads, views, and conversion with what you choose is so nice -Integration with your domain is a nice feature too -Unbounce hosts webinars that walk a user through the product features (highly recommend using this) -A/B tests are awesome. I highly recommend these. Ability to set traffic to certain pages is great!
-We use Act-On for our marketing automation platform and we wish Unbounce integrated with it too -Figuring out some of the capabilities of Unbounce was difficult; however, I tuned in for the Unbounce webinar that walks a user through everything and it all make sense after -Having elements not show up on desktop and mobile is hard to figure out -Not being able to access the code of everything is challenging at times -Embedding a video on a landing page is really hard to figure out, but possible
-We were trying to design landing pages that convert -We were trying to track what works on the landing page and what doesn't -We improved conversion a ton and tested multiple variables, of which we implemented success on new pages
Very user-friendly. Robust capabilities. Drag & drop functionality. Many examples offered that can be mimicked. A/B variants included.
They need to add more images and allow image colors to be manipulated, especially for "submit" buttons.
Not provided
easy to use, no real need for tech team to support.
no global elements; when a section that you use across multiple pages, you need to update it on each landing page (copy-and-paste function does cut down on how much extra time this adds.
Getting LPs up quickly and measuring and testing performance.
I love how easy it is to use Unbounce and that I don't have to worry about needing to code anything. I simply create a design in Figma and then copy my Figma design into Unbounce.
The only downside is that the metrics aren't the best. It shows page conversions but doesn't give you page visits, users' time on the page, and other basic metrics.
Unbounce helps our team build landing pages at scale. Also, anyone on our team if needed could jump into Unbounce and design a landing page for their project or make quick edits.
The flexibility and the independence that unbounce give to marketeers to create landing page and pop ups whitout having to depend on tech professionals
The lack of responsiveness from web to mobile pages
Creating high conversion landing pages with ease and without the need of tech and product professionals
Unbounce helps me as a non-technical marketer to quickly build, deploy and test responsive landing pages.
Sometimes the pages don't have the pixel polish you'd get when coding from scratch.
Building and testing landing pages. Increases ROI for our clients which makes our job a lot easier.
We've set brand guidelines in place so several members of our team can feel empowered to edit landing pages without needing Creative's time.
I find the layers on the left-side very hard to work with. Being able to drag and drop layers to move behind/in front of modules would be useful.
We've been able to clearly track our customer conversions and understand what is landing for our visitors by a/b testing variants.
Unbounce is pretty flexible, allowing you to quickly throw together a landing page with an existing template, or start from scratch and customize quite a bit. I enjoy that basic a/b split testing is built-in.
The ability to edit a block of content on one page and have it updated on others where the same content is used would be nice. I believe they're going to release additional reporting insights on their smart traffic tool soon, which will be helpful. It would also be awesome to be able to track more than one goal at a time.
Quickly designing and deploying landing pages on custom domains, with the ability to edit and re-publish quickly without dev involvement. There are a whole bunch of new features and functionality (smart composer, new integrations) that are being released, which is nice to see.
Very user friendly, barely any coding required, and support usually responds quickly (within 24 hours). I've been able to create some very dynamic and professional looking landing pages using Unbounce. I also like that they charge based on conversions rather than pageviews or number of landing pages.
Some custom code/script is required for basic changes (like changing the color of bullet points on a landing page). Additional script is also required for business email validation.
I've been able to create custom landing pages for paid ads much more quickly and they turn out more professional than Hubspot. I also prefer Unbounce to Instapage as it seems like they have more capabilities within the platform.
The ability to create pages easily and monitor analytics.
Certain functionality is limited for examples for forms
Landing page management for paid search campaigns. A/B testing. CRO.
Intuitive to use, easy to build pages and integrate with other tools
would love more conversion breakdowns, device, location etc
What works best for our customers, what content they identify with and what messaging speaks to them.
The flexibility to create a variety of different landing pages. It's very easy for us to see quickly what works and what doesn't. Also, the template feature helps us save on design costs by providing a wide variety of well-designed, responsive landing pages.
Sometimes our Zapier integrations break down, due to authentication issues or other technical glitches. So we have to import leads by hand, which can be time consuming. Also, mapping fields to our Salesforce integration has been tricky for us.
What messaging our users respond to; discovering what imagery they prefer; able to get more leads -- a lot more -- when we fully utilized and A/B tested our exit intent popups and sticky bars.
Very easy to use, helps us be autonomous so we don't have to involve our technical resources unecessarily.
Can't group and move items easily, which can become quite a pain. There are other usability issues that I find are quite often frustrating.
Creating landing pages for paid ads and other mktg programs.