Instapage Review: The Overall Best Landing Page Creator

Instapage logo

Instapage is short for “Instant Pages.” Much like the title suggests, this tool lets you create landing pages in a couple of minutes, which is about as “instant” as you can get. 

But given the massive number of page builders, how does Instapage compare to the crowd? Does it provide the best small business features to justify its above-average pricing? To get an honest answer to that, check out our Instapage review. 

What is Instapage?

Instapage Home

Instapage calls itself the leader in post-click optimization. Its founding was in 2012, with origins going back two years prior. Its biggest claim to fame goes back to 2018 when it was the first landing page builder to support Google’s Accelerated Mobile Pages (AMP).

Tyler Quick, the founder, raised $15 million in Series A funding. Using this funding and continued success, it’s got an average customer conversion rate of 16%, which is above average for the industry. 

Its “about us” section focuses on a mission to automate advertising conversion. This refers to the part of advertising conversion that leads to a landing page. After all, effective landing pages have higher conversion rates than other web pages. 

The focus on advertising feels odd, as most other page-building software like this focus on offering high-converting funnels and pages. You’ll find that they have an ad campaign manager known as AdMap, which makes Instapage pretty unique. 

To see if unique turns into good, we have to dig a bit deeper.

Who is Instapage best for?

Because it isn’t the cheapest tool on the market, Instpage is ideal for solopreneurs and small businesses with an existing income stream. It’s perfect for creating powerful landing pages for those with experience using heatmaps and advanced features. 

You’ll find that Instapage lacks a few of the more advanced widget options that come with other editors. So when we say “unique,” we refer to the ability to move your images, buttons, forms, and videos anywhere on your page. This includes the ability to create overlapping elements. 

It is less ideal for creating complete sales funnels, as it doesn’t have a clear line of progression. However, its personalization and experimentation features make it easy to test and direct a wide variety of landing pages for specific purposes. In the world of personalized and directed advertising, Instapage is an excellent landing page option. 

Instapage Pros & Cons

Unlimited Pages, Domains & ConversionsHighly Priced Plans
High Quality Templates & DesignsWeak Widget Selection
Flexible Drag & Drop InterfaceFew Page Templates Available
Powerful Page Builder ToolNo Personalization with Lower Plans
Built-in Heat Map ToolStability Issues with Google Adwords
Hosting Included with All PlansAnalytics Lacking Data
Powerful A/B TestingNo Integrated Payment Features
Ad Management with AdwordsNo Built-in Email Marketing Tools
Excellent Collaboration ToolsComplete Lack of Ecom Support
Popular Email Marketing Integration
Easy to Organize Workflow

Instapage Pricing and Plans 

Instapage Pricing 2023

Instapage starts with two different plans. Regardless of your chosen plan, you’ll pay a hefty sum. However, its entry-level Building Plan comes with a 14-day free trial, so you can see this tool in action before dropping the big bucks. 

The Building Plan

The Building plan starts at $299 per month ($199 per month if you pay annually). Compared to other page builders, you’ll find this to be on the more expensive side. However, this is comparable to other page builders that offer an unlimited package.

Below, you’ll see the features that come with this plan.

  • Unlimited conversions, domains, and pages.
  • The ability to create and save blocks (Instablocks)
  • AMP support 
  • A/B testing 
  • AdMap advertising manager 
  • Conversion analytics tools 
  • Search-based text modification 
  • Real-time visual collaboration tools 
  • Zapier and HubSpot integrations 
  • SSL encryption with all domains 
  • Google Single Sign-On (SSO) for your users 

The Converting Plan

The Converting Plan is entirely customizable and requires you to speak to a customer service agent to get started. This way, Instapage can better understand your needs, assigning new features as needed. As a result, the cost of this plan varies, but it will be more than $299 per month. 

Below, you’ll see a breakdown of the new features you are paying for:

  • Everything included in the Building Plan
  • Salesforce and Marketo integrations 
  • Global blocks (editing one block changes it on multiple pages)
  • Heatmap testing 
  • Multi-step forms 
  • Custom fonts 
  • Non-Google SSO
  • Automatically send lead data to your CRM (Customer Relationship Manager) 
  • Audit logs (for troubleshooting when your landing page editor has errors) 
  • Bulk lead downloads 
  • 99.9% guaranteed uptime 
  • Page migration services (if moving between different landing page services)
  • A team that helps you with conversions, page launches, and conversions. 

Instapage Features – A Breakdown of What They Offer

Instapage dashboard after logging in

After providing a payment card and signing up for your 14-day free trial, you can start by reviewing the page. After verifying your email, you’ll see the dashboard, which should match the image above. 

The dashboard starts you off with your conversion rate, visitors, and conversions on the same page. You’ll also see a “postclick score,” which refers to the customer experience after someone clicks your ads. You can connect your Google Ads account to see what this score looks like. 

The left-hand navigation bar includes most of what you’ll be using. Much like our other landing page platform reviews, we will look at each of these sections one at a time, starting with the most critical element: the landing page builder. 

The Landing Pages Tab – Creating Your First Page

Creating landing pages with Instapage

Before you create one page, you’ll be invited to click the “learn more” button. This will take you to a page that provides general guidance on page building. But like with most page-building software, the best way to learn is through doing, which you can do by clicking “create page.”

Instapage landing page templates

Much like other page builders, you’ll start by selecting from various templates. Under the “all” filter, it looks like there are a considerable number of templates. However, as you start breaking down the templates by use case, you’ll find that there aren’t many templates. 

You’ll find out how Instapage solves that problem in our review of the actual builder. 

To check out a template, hover over any interesting one and click “preview.” You’ll be able to see both a mobile and desktop version of the page. Clicking “select” will bring you back to your list of landing pages, with the new page now on your list.  

To begin using the landing page builder, click on the title of your page and click “edit design” in the upper-right corner. 

Test page view on Instapage

Using the page-building software

Instapage page builder editor

Clicking the edit button will bring you to the page-building software. Those familiar with other page builders will find familiar surroundings, as Instapage joins the ranks of other simple interfaces for building new landing pages.

The page builder will also be comfortable for those who use Adobe Photoshop. The drag-and-drop features are completely freeform, stepping away from the grid-based systems you get from HubSpot or ClickFunnels. This provides creative flexibility, making Instapage ideal for designers with specific visions. 

Instapage attempts to simplify this by having coordinates information appear as you drag different page elements. For example, if you drag the image around, you’ll see coordinates pop up as you drag it around other page elements. These will lock into place but are easy enough to drag around for those who are picky about flexibility and alignment. 

Navigating the page-building software

The left-hand side of the page-building software contains different page elements you can insert. These include the following options:

  • Instablocks (These are collections of various page elements into a combined design. They include most of the remainder of this list).
  • Headline
  • Paragraph 
  • Form
  • Button 
  • Images 
  • Videos
  • Boxes
  • Circles
  • Vertical and horizontal lines 
  • Timers (to create a sense of urgency)
  • Custom HTML blocks 

The top of the navigation bar lets you exit the builder (upper-left), switch between desktop and mobile versions, redo edits, undo edits, save your work, add comments (helpful if collaborating), preview the page, and update an already published page (upper-right)

The right side includes your page settings, which have custom options for your entire page. These include page background, fonts, custom HTML or CSS, Javascript, and a review of your edit history. 

Instablocks are templates of various combinations of page elements. The page editing flexibility and the high number of customizable templates allow you to make a unique sales funnel or custom landing page. 

Instapage Instablocks Templates

Editing different page elements on your builder

By simply clicking on any of the page elements, a menu will appear. This menu lets you delete, copy, arrange (what appears on top), add custom styles, and edit details. 

By clicking “edit,” you can pull up ways to edit these page elements. This changes the menu on the right to focus on style elements. 

Editing page elements on Instapage

If you click on buttons, you get the option to add click events. These events include leading customers to outside URLs, providing links to other landing pages, having a pop-up appear, choosing an on-page link, and letting the customer download a file.

The file download option is great if you want to upload reusable assets, such as eBooks or audiobooks. Giving away free stuff to grow your email list is a great way to engage customers. 

When editing a form, you also have the option to edit click events and add fields. However, these editing tools change slightly between the two. For example, the editing tools for the form are primarily on the right sidebar. You access this bar by clicking the “edit” button.

From there, you’ll see the ability to create a multistep form, which brings the form through multiple question stages. This form feature is ideal if you don’t want people to scroll to view various parts of your form. 

When they submit the form, you get the same action options as your buttons. This includes sending them to a thank you page or an external URL. 

This brings us to a glaring weakness of Instapage: the complete lack of built-in email marketing tools. Instead, you’ll have to rely on third-party solutions to setup for email marketing. 

Creating AMP landing pages and uploading pages

When you go back to your landing page dashboard after creating your first landing page, you can create a new one. After Instapage decides you are done “experimenting” with their platform, they give you two additional page options: AMP pages and uploading pages. 

Uploading pages allow you to take HTML files from websites or other landing page builders and provide them to the platform. Much like other builders that try to guess at the design, there can be errors with the upload, but you can tweak them with the builder.

Using Google AMP has been proven to boost your potential rankings, as Google prefers it for mobile-based content. The only difference between this and a standard landing page is you will find an AMP validation button in the bottom-left corner. All other elements of the editor stay the same. 

Does Instapage support eCommerce? 

You might’ve noticed earlier that Instapage advertises itself as an eCommerce solution. Sure, they can be that, but their solution is incredibly weak. 

The only way to take direct payments using Instapage is through third-party applications. Even so, no integrations on the list support these applications. This means you’ll need to get custom HTML to make this happen. 

Despite the wide range of helpful features, it is a true drag that Instapage does nothing to support direct sales campaigns. This is likely my biggest gripe, given how easy their page builder is to use. 

Is the Instapage landing page builder worth it?

Overall, Instapage is a high-powered landing page builder that you can use to create beautiful pages. Unlike other grid-based editors, it allows for complete creative freedom. Those who don’t want their landing page to look like everyone else’s will find something here.

The problem with creating these unique and beautiful landing pages comes back to ease of use. Because there is more flexibility, there are fewer landing page templates, meaning your design will look a lot like everyone else’s if you don’t put some work into it. 

There are also fewer page elements than some landing page editors. For example, some page builders (like Beaver Builder) contain more options, such as audio uploads, slideshows, map data, and accordion content containers. 

Instapage does offer the option to add a chat plugin to your landing page. However, most widget functionality is limited to buttons, countdown timers, and the chat option. Despite being flexible and powerful in many ways, you are giving up a handful of unique page elements. 

With lots of freedom comes a higher learning curve. While the builder isn’t difficult, it does work better for people who want a good design. You might look elsewhere if your ultimate goal is no-nonsense, no-effort sales. 

Tracking your landing page results and sending data 

Going back to the landing page dashboard and clicking on the title of your dashboard will also give you a few additional options for editing conversion goals, adding integrations, including unique scripts, and adding search or social elements. 

 First, the “conversion goals” tab allows you to set up external and internal tracking. For example, you might use Google Analytics integration to find out where people are coming from. However, you can also use internal tracking tools.

The integrations tab lets you integrate your landing page directly with marketing tags, form support, and lead notification. The Marketing tags are specific to Facebook Pixel and Google Tag Manager, which are other tools for tracking who and where your leads come from. 

Meanwhile, “form integrations” allow you to connect your CRM platforms, sending the data automatically to platforms like HubSpot. Email integrations simply send you an email whenever you receive 

For more analytics, you can go back to the dashboard and click on the three-dotted lines to the right of your chosen page. This tab gives you the following options:

  • Checking your leads 
  • Observing analytical data 
  • Checking a landing page heatmap 
  • Duplicate, download, or rename your project 
  • Add your project to a group of other landing pages 

Pay close attention to the heatmap feature, which is unique among landing page builders. Even the biggest names in landing pages, like Clickfunnels, lack this data. 

Page personalization features and creating dynamic customer experiences

Instapage offers what they call one-to-one ad-to-page personalization. In reality, it means that if you provide multiple customer solutions, you can direct your customers to the right one through data gathering, such as through forms or the ads they engage with. 

Personalization is a big deal when it comes to ads. In email marketing platforms like Sendinblue, one example is using the customer’s name. Instapage takes this a step further by changing the entire page or an element of the page based on customer information. 

We won’t get too far into this platform because it doesn’t come with a cheaper price point. However, small to medium businesses might benefit from this feature. It holds strong similarities with the following feature we plan on digging into.

The experimentation tab – A/B testing with Instapage 

The experiment tab allows you to edit currently published pages and perform variation testing on what works better. To access this page, you need to have a published page, which you can do by clicking on your page title and selecting “publish.”

If you don’t want to upload it to WordPress or set up a custom domain, you can choose to test it using a demo URL. The web hosting is entirely handled by Instapage, meaning you don’t have to pay for any outside features (except for the domain). 

Once you create a test, name it, and insert a hypothesis, you’ll be brought to the dashboard.

Instapage landing page variation split testing dashboard

You’ll immediately see some general information. However, focus on the “variation” title, as that contains a current version of your page and a new version of your page. Clicking “add variation” will let you add a different version of the same page. 

 With A/B testing, making small, measurable changes to your page is typically best. This way, you can tell the exact difference that resulted in more (or fewer) conversions. Too many changes in one variation mean you don’t know what change resulted in more sales, making your information worthless. 

Thankfully, you can add as many variations as you want, choosing to split the traffic evenly or by your desired percentage. The “winner” is the page that gets the most conversions, making it a simple and powerful tool. 

AdMap – the Google AdWords integration 

A big part of the analytics programs you get from Instapage is its ability to integrate with Google ads. This allows you to connect different pages to your ads, resulting in direct links and management without needing to go to the Google platform. 

Create Google Ads through Instapage AdMap's

Those familiar with Google Ads will find using AdMap simple. However, in Instapage’s quest to become the ultimate all-in-one marketing platform, it lets you do this directly through them. It is one of the most significant selling points of Instapage, making it unique compared to other platforms. 

However, some stability issues might cause you to contact customer service. Thankfully, their 24/7 chat system makes it easy to get ahold of them.

The AdMap is a nice feature, making conversion goal tracking much more accessible. The only argument you could make is you don’t need it for landing page creation. These features are technically already part of Google Ads.

But as a timesaving feature, this isn’t a bad inclusion. The fewer clicks you have to do, the more time you can spend working towards having an excellent business. 

Analytics review 

Instapage Analytics Data Overview

There are a couple of issues that come from using the landing page platform—one of them being the somewhat limited analytics dashboard. 

You get a lot of potential data from Pixel Tracking and Google Tags Tracking. However, the analytics page (especially for those at the lower price point) is pretty weak. Ultimately, the data you get is entirely related to visitors, conversions, and your conversion rates.

You can filter this data by date and collections of different landing pages. These collections are put into various workspaces, which you can sort through by using the drop-down menu in the upper-left corner. 

Analytics features – The heatmap tool 

The one saving grace of the analytics dashboard is the heatmap tool. This tool tracks mouse movements with helpful markers spread throughout your page. This way, you can see where people linger and click with your mouse. 

This can help you with extracting specifications on the effectiveness of your page. More clicks on your CTA buttons show a form of “positive feedback” that your changes are working.

This tool is why you might consider Instapage an advanced landing page tool. Heatmaps are incredible at defining what landing page sections are getting the most attention, which provides data on where you should put your CTA buttons or how you might change the design, increasing your conversion rates.  

Collaboration features 

Instapage team member management

Instapage offers support for up to three team members for its cheap plan (up to unlimited under the more expensive option). Granted, the above-average cost will fund those team members, but some of the more expensive page builders won’t even give you three users. 

Instead, Instapage is ideal for adding three different types of users:

  • Viewers – For clients you create funnels for, this level provides access to a preview and analytics data.
  • Editors – This level is excellent for creating and editing your landing pages and connecting integrations to your forms. 
  • Managers – This level can do everything except access billing data, create new workspaces, and add other managers. 

Regardless of their role, team members can use the comment features found throughout the page to communicate with the rest of your marketing team. It is also an excellent place for your clients to mention areas they want to see changed. 

You also have access to a workspace inbox found in the bottom-right corner. This inbox is for receiving private messages from members of your team. Competent marketing teams can use this to stay in contact at many levels without needing to leverage third-party tools.  

At the bottom, you’ll see a tab that says “default project.” This is the name of the current workspace you are working on. When you create a new workspace, you can switch between those two options, allowing you to sort through different groups of landing pages quickly. 

Switch Between Instapage Workspaces Seamlessly

The collaborative tools make for a clean user interface that is simple to navigate. It’s easy to say that Instapage has one of the best collaboration platforms on the market. 

Instapage settings – miscellaneous features you can use

The settings tab on the left-hand sidebar contains everything Instapage couldn’t fit anywhere else. This includes your audit log, domain list, team members, integrations, leads, and saved scripts.  

The audit log contains a list of all the edits, creations, publishing, and deletions of your current landing pages. You can sort through the time period, which lets you track changes throughout your pages’ histories. The view is only for the account owner, not the managers or members. This data can be helpful when spotting team members who take unauthorized actions.

The domain tab lets you view currently connected domains, indicating where they are connected and hosting them on your behalf. While you can renew domains through them, you can’t purchase them, so you’ll need to use a third-party domain purchasing site like GoDaddy or NameCheap. Before using this feature, you’ll need to get out of the free trial.

The Leads tab lets you see all the information you’ve collected about your leads. This can work as a contact list but isn’t practical as a customer management system. If you wanted to add these people to your email list, you would have to use one of those popular email marketing services, like HubSpot or Sendinblue. 

Scripts refer to general web scripts, which is generally where you might apply external tracking. To use these scripts, you’ll need a third-party tracking system. You’ll also need to communicate with the sales team, who will set you up with their more expensive plan and connect you with someone to integrate this system. 

The tab we skipped, integrations, deserves its own section.

Instapage integrations – how do they work? 

Instapage Integrations List

We’ve already mentioned a handful of integrations (like Google Ads and Analytics). However, you can use a solid list of integrations to improve your experience. 

The first integration worth mentioning is using a CMS (content management system) token. The CMS token lets you integrate this landing page builder with WordPress. However, you can also use other website plugin integrations, like Drupal. 

The remaining integrations supplement Instapage’sd lacking email system. Email marketing is a huge part of lead generation and sales. So, you can integrate with systems like GetResponse, MailChimp, and ActiveCampaign. 

This also helps you further with marketing automation, which works well to automate your business’s email and advertising. In this way, email platforms work great to automate your entire content platform. 

Other integrations include major webinar platforms like GoToWebinar, which can be helpful in web event registrations. You can also integrate with CRMs like Salesforce. Finally, you can incorporate leads management and further automation through Zapier. The varied selection of integrations helps you automate your entire marketing platform. 

InstaPage Customer Reviews 

Depending on where you look, Instapage has a fairly positive reputation. Based on the top three user review sites, people give it an average of above four stars out of five. The weakest link among reviews is Trustpilot, which gives it an average of 3.4 out of 5. 

Positive reviews tell us that the software is easy to use. The builder plugin is great and there are excellent tools for collaboration. Some people love their customer support. But, with all this positive attention comes some negative.

The three-star reviews (which hold more information) also show that the software is pretty good. The most significant complaint comes back to their inflexible billing. Combine this with an expensive enterprise license beyond the scope of many businesses, and you wouldn’t call this an entry-level builder. 

For a long time, customers used to complain about the high number of spam leads they got. However, the inclusion of reCapthca as an integration reduced this number.


Yes, InstaPage offers pop-ups and sticky bars that can be used to capture leads, promote products, or display other important messages.

Yes, InstaPage integrates with various marketing automation platforms, including Salesforce, Marketo, and HubSpot. It also integrates with several email marketing services, such as Mailchimp and Campaign Monitor.

No, InstaPage doesn’t offer a free plan, but it does offer a 14-day free trial. After the trial, you can choose from one of its paid plans.

Yes, InstaPage offers A/B testing, which allows you to test different versions of your landing pages and track the results to determine which one is the most effective.

Is Instapage worth the extra cost?

When you put everything together, Instapage helps you with numerous professional-looking landing page templates with a flexible editor. For those looking for gorgeous and unique-looking pages, Instapage helps you out and provides a simple interface to do it with. 

The weakness of the builder is the lack of customizable widgets. This means you can do more visually with other builders. However, Instapage is functionally the same as the majority of those builders. 

Its focus on connecting advertisers to your page makes it somewhat unique compared to other builders. While others seem to have no connection with ads, Instapage thinks otherwise. However, they included this connection while giving up payment integrations and email marketing. 

With this in mind, Instapage isn’t an all-in-one marketing platform. Instead, it is a most-in-one marketing platform you can integrate with emails. If you are willing to overlook some of the less dynamic design functions (or have the creativity to make your own with scripts or time), you might think Instapage is perfect.

Instapage logo
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Chris Altamirano
Written by:
Chris Altamirano

Chris is a digital nomad. He loves tacos, tech & traveling. His favorite soccer team is FC Barcelona. He created 2BW to help people navigate through the maze of getting online. Learn more about Chris.

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