Best landing page builder for A/B testing
Testing page variants properly, ideally with automatic routing to the version that converts best.
| # | Tool | Starting price | Best for | Score | |
|---|---|---|---|---|---|
| 1 | Unbounce Top pick | $29/mo | Marketers who want a proven builder with a cheap starting plan and room to add testing later. | | Visit |
| 2 | Leadpages | £85/mo | Small marketing teams running ads who want unlimited pages and traffic with testing built in. | | Visit |
| 3 | Instapage | $99/mo | Ad-driven teams that need collaboration and high visitor allowances, and will pay for enterprise features. | | Visit |
Ranked on weighted capability scores, weighted most heavily towards A/B testing and AI optimisation. Commission is not an input — see methodology.
How this ranking was weighted
| Dimension | Weight | Unbounce | Leadpages | Instapage |
|---|---|---|---|---|
| A/B testing | ×4 | 4 | 4 | 4 |
| AI optimisation | ×3 | 4 | 4 | 3 |
| Value for money | ×1 | 4 | 3 | 3 |
| Weighted total | 80 | 78 | 70 |
Capability scores are 1–5 per dimension. Weights reflect what matters for this use case. A tool we have not assessed on a dimension scores 3, not 0.
Why Unbounce wins here
Strengths
- +Starter is $29 a month, or $22 billed annually.
- +Every plan includes unlimited conversions, unlimited subdomains, 100+ templates and free hosting.
- +A 14-day free trial with no credit card, and support by phone, email and live chat.
Limitations
- −Starter is capped at 5 pages, 500 visitors a month, one user and one domain.
- −A/B testing needs the Experiment plan, at $149 a month.
- −AI optimisation needs the Optimize plan, at $249 a month.
The case for Leadpages
A landing page builder with unlimited traffic on every plan, and A/B testing and AI traffic routing as you move up. Small marketing teams running ads who want unlimited pages and traffic with testing built in.
Full Unbounce vs Leadpages comparison →
Common questions
Best landing page builder for A/B testing?
Unbounce scores highest for A/B testing, at 80 out of 100 when weighted for A/B testing and AI optimisation. Leadpages is second on 78.
Why is the pick here different from your overall ranking?
Our overall ranking for landing page builders puts Leadpages first, because it averages every use case. Weighted specifically for A/B testing, Unbounce comes out ahead — testing page variants properly, ideally with automatic routing to the version that converts best.
Sources & verification
- instapage.com — checked 24 September 2026No free plan; a 14-day free trial.
- unbounce.com — checked 24 September 2026No free plan; a 14-day free trial with no credit card required.
- leadpages.com — checked 24 September 2026No free plan; a 7-day free trial.