The best landing page builders, tested and ranked
We built the same landing page on six builders over 30 days and measured build time, mobile speed and support. Here's which builder did best, which suits your budget, and what each costs to start.
About this list
A landing page builder lets you make and publish a single page for an ad, an email or a sign-up form without hiring a developer. Most add templates, lead forms, A/B testing and AI tools that write copy or build a page from a prompt, and some go further into funnels and checkout. You'll find more in our landing page builders section and our marketing automation hub.
On the surface these tools look alike. In practice they differ in how quickly you get a page live, how fast it loads on a phone, which plan unlocks A/B testing and how they charge: some cap monthly visitors and bill for extra traffic, some sell only yearly plans, and refund terms range from a 7-day guarantee to none at all.
To compare them fairly, we built the same landing page for a made-up online store on each builder between September 27 and October 26, 2026. We timed the build, measured mobile speed, monitored uptime for 30 days, asked support the same three questions and ran the same ten landing page checks.
Compare at a glance
| # | Tool | Best for | Cheapest way to start | Score |
|---|---|---|---|---|
| 1 | Carrd | Best overall | Free | 3.0 |
| 2 | Instapage | Best for agencies and ad teams | $99 a month (Create) | 2.5 |
| 3 | Leadpages | Best for no traffic caps | $29 a month (Pro) | 2.5 |
| 4 | Swipe Pages | Best for funnels with checkout | $29 a month, billed yearly (Startup) | 2.5 |
| 5 | Elastic Funnels | Best for affiliate and direct-response funnels | $97 a month (Starter) | 2.0 |
| 6 | Unbounce | Best for built-in A/B testing | $29 a month (Starter) | 2.0 |
Features and terms compared
These facts come from each company's own pages and our research, with prices checked on November 3, 2026, and show the cheapest way to start.
| Tool | Cheapest way to start | Free plan or trial | A/B testing from | Traffic limit on entry plan | Refunds |
|---|---|---|---|---|---|
| Carrd | $9 a year, billed yearly (Pro Lite) | Free plan; 7-day Pro trial, no card | Not offered | Not stated | At Carrd's discretion |
| Instapage | $99 a month (Create) | 14-day trial, card needed | Optimize, $199 a month | 15,000 visitors | Fees non-refundable under its terms |
| Leadpages | $29 a month (Pro) | 7-day trial, card needed | Grow, $99 a month | None stated on Grow and up | 7-day money-back on first charge |
| Swipe Pages | $29 a month, billed yearly (Startup) | 14-day trial, no card | Marketer, $69 a month, billed yearly | 20,000 visitors | None: all sales final |
| Elastic Funnels | $97 a month (Starter) | 14-day trial, no card | Every plan | 50K page views | Full refund in first 14 days for new customers |
| Unbounce | $29 a month (Starter) | 14-day trial, no card | Experiment, $149 a month | 500 visitors | Annual plans not refundable |
Test results side by side
Carrd came out on top by being quick and steady. It published our page in 95 minutes and the page showed its main content on a phone in 3.72 seconds, both the fastest of the six. It passed 7 of 10 landing page checks, more than any other builder. The others took between 108 and 146 minutes to publish, and their pages took between 4.10 and 6.00 seconds to show their main content on mobile.
Below Carrd, the field was tight. Instapage, Leadpages and Swipe Pages all scored 2.5 out of 5: Instapage did best on form capture, Leadpages loaded fastest and answered support quickest, and Swipe Pages published fastest of the three. Support was slow everywhere, and every builder gave useful answers to just 2 of our 3 questions. The surprise was Unbounce, one of the best-known names, which came last.
Every tool got the same test, between September 27, 2026 to October 26, 2026.
| Tool | Score | Build time from sign-up to published site | Page speed (Core Web Vitals) on mobile | Uptime over 30 days from external monitoring | Support reply time and quality to 3 standard questions | First-year and renewal price, and domain costs |
|---|---|---|---|---|---|---|
| Carrd | 3/5 | 95 min to publish | Mobile LCP 3.72 s; INP 345 ms | 99.594% over 30 days | 807 min median; 2/3 useful replies | – |
| Instapage | 2.5/5 | 112 min to publish | Mobile LCP 4.97 s; INP 406 ms | 99.497% over 30 days | 1006 min median; 2/3 useful replies | – |
| Leadpages | 2.5/5 | 121 min to publish | Mobile LCP 4.10 s; INP 344 ms | 99.559% over 30 days | 788 min median; 2/3 useful replies | – |
| Swipe Pages | 2.5/5 | 108 min to publish | Mobile LCP 4.34 s; INP 374 ms | 99.419% over 30 days | 1006 min median; 2/3 useful replies | – |
| Elastic Funnels | 2/5 | 138 min to publish | Mobile LCP 6.00 s; INP 397 ms | 99.348% over 30 days | 1170 min median; 2/3 useful replies | – |
| Unbounce | 2/5 | 146 min to publish | Mobile LCP 5.13 s; INP 453 ms | 99.306% over 30 days | 1148 min median; 2/3 useful replies | – |
Carrd
Best overallCarrd came first of six with 3 out of 5, an even 3 on every part. It published our page in 95 minutes and the page showed its main content on a phone in 3.72 seconds, both the quickest in the test. It passed 7 of 10 landing page checks, scored 34 of 50 on form capture and stayed online 99.594% of the month. Our full Carrd review has the details.
Carrd makes simple single-page sites from templates. It has a free plan, and its Pro plans are sold by the year only: Pro Lite is $9 a year for 3 sites, Pro Standard (adding custom domains, forms and analytics) starts at $19 a year, and Pro Plus at $49 a year. The biggest tiers allow up to 1,000 sites.
There's no A/B testing on any plan, and it's built for one-page sites. On Trustpilot it has 3.1 out of 5 from 61 reviews (checked November 2026), where some users report sites or accounts taken down without explanation.
Who it's for
Freelancers, creators and small businesses that need one clean, cheap page and don't need to test versions against each other.
Skip it if
You run paid ads and want to A/B test pages. Unbounce and Instapage include testing on their higher plans, and Leadpages has it from Grow.
What we liked
- Fastest build in our test at 95 minutes
- Fastest mobile load at 3.72 seconds
- Free plan, with Pro from $9 a year
What we didn't
- No A/B testing on any plan
- Custom domains and forms need Pro Standard
- User reports of sites taken down
Key features
- Templates with no Carrd badge on paid plans
- Custom domains, forms, embeds and analytics on Pro Standard
- Advanced forms, redirects and password protection on Pro Plus
- Up to 1,000 sites on the largest tiers
- Optional auto-renew with manual renewal
Plans and prices
| Pro Lite Premium URLs only; No branding. | Custom contact sales |
| Pro Standard Custom domains; Forms, widgets, embeds, analytics. | Custom contact sales |
| Pro Plus Advanced forms; Redirects, password protection, variables. | Custom contact sales |
Instapage
Best for agencies and ad teamsInstapage came second with 2.5 out of 5, scoring 2.5 on every part. It published our page in 112 minutes, passed 6 of 10 landing page checks and scored 32 of 50 on form capture, the second-best result. Its weak spots were speed and support: the page took 4.97 seconds to show its main content on a phone, and support replies took a median of 1,006 minutes. Read our Instapage review.
Instapage is built for teams running paid ads, with plans priced by monthly visitors and unlimited pages, conversions and contacts. Create is $99 a month for 15,000 visitors, and Optimize, at $199 a month, adds server-side A/B testing and text that changes to match the visitor's ad. The custom Convert plan adds personalisation and heatmaps.
Users rate it well: 4.7 out of 5 on Trustpilot from 426 reviews and 4.3 on G2 from 521 (checked November 2026), with praise for human support. The trial needs a card, and its terms call fees non-refundable.
Who it's for
Agencies and ad teams with steady paid traffic and the budget to make better-converting pages pay for themselves.
Skip it if
You just need a page online. Carrd scored higher and costs a few dollars a year, and Leadpages starts at $29 a month.
What we liked
- Second-best form capture at 32 of 50
- Server-side A/B testing on Optimize
- Strong user ratings, with human support praised
What we didn't
- Cheapest plan is $99 a month
- Main content took 4.97 seconds on mobile
- Median support reply of 1,006 minutes
Key features
- Unlimited pages, conversions and contacts
- Real-time team editing
- Popups and sticky bars
- Server-side A/B testing and dynamic text on Optimize
- Ad-to-page personalisation and heatmaps on Convert
Plans and prices
| Create 15,000 visitors; Unlimited pages and conversions. | $99 a month, or $79 a month billed yearly |
| Optimize 30,000 visitors (50,000 expanded); Server-side A/B testing. | $199 a month, or $159 a month billed yearly |
| Convert Personalisation, heatmaps; SSO, audit logs, 99.9% SLA. | Custom contact sales |
Leadpages
Best for no traffic capsLeadpages came third with 2.5 out of 5. It tied Carrd for the best performance score thanks to a page that loaded its main content on a phone in 4.10 seconds and 99.559% uptime, and its support was the quickest here at a median of 788 minutes. Features held it back: it passed only 5 of 10 landing page checks and scored 24 of 50 on form capture, the lowest in the test. See our Leadpages review.
Leadpages builds landing pages, sites and blogs, with AI page creation, forms and popups, and removes its branding on every plan. Pro is $29 a month for 25 pages, Business $49, Grow $99 and Optimize $199. Grow and Optimize list no traffic caps, and Grow adds A/B testing.
Users are split: 4.3 out of 5 on G2 (231 reviews) but 1.8 on Trustpilot from 451 (checked November 2026), where recent users say an October 2026 platform overhaul broke tracking and integrations. The company hasn't confirmed this.
Who it's for
Small businesses on a budget that want pages live at a low monthly price and dislike paying more as traffic grows.
Skip it if
You rely on forms or many integrations. Instapage scored much better on form capture, and Leadpages allows only 5 active integrations on most plans.
What we liked
- Joint-best performance score in our test
- Quickest support, at a median of 788 minutes
- Pro starts at $29 a month with branding removed
What we didn't
- Lowest form capture score, 24 of 50
- A/B testing needs the $99 Grow plan
- Users report a platform overhaul broke tracking
Key features
- AI page creation on every plan
- Forms, webhooks and API access
- A/B testing with up to 6 variants on Grow and up
- Lead enrichment and anonymous visitor detection on Grow and up
- Multivariate testing and heatmaps on Optimize
Plans and prices
| Pro 25 pages, 1 site; 12,000 AI credits. | $29 a month |
| Business 50 pages, 2 sites; 20,000 AI credits. | $49 a month |
| Grow Unlimited pages, 4 sites; Manual A/B testing. | $99 a month |
| Optimize 6 sites, 3 seats; Multivariate testing, Smart Traffic, heatmaps. | $199 a month |
Swipe Pages
Best for funnels with checkoutSwipe Pages came fourth with 2.5 out of 5, scoring 2.5 on every part. It published our page in 108 minutes, second-fastest after Carrd, passed 6 of 10 landing page checks and scored 31 of 50 on form capture. Mobile speed and support let it down: the page took 4.34 seconds to show its main content, and support took a median of 1,006 minutes. Our Swipe Pages review has more.
Swipe Pages builds landing pages and funnels with AI credits, forms and checkout through Stripe, PayPal and Razorpay, with unlimited pages and funnels on every plan. Startup is $29 a month, billed yearly, for 20,000 visitors; Marketer, at $69 a month billed yearly, adds A/B testing and client subaccounts; Agency is $149 a month, billed yearly.
The commitment is the worry. Only yearly-billed prices are listed, its terms say all sales are final, and Trustpilot shows a warning label on its profile.
Who it's for
Agencies and marketers who build lots of pages and funnels and want checkout built in.
Skip it if
You want to pay month to month or keep the option of a refund. Leadpages bills monthly and offers 7 days' money back on the first charge.
What we liked
- Second-fastest build at 108 minutes
- Unlimited pages and funnels on every plan
- 14-day free trial with no card
What we didn't
- No refunds: all sales are final
- Only yearly-billed prices are listed
- Trustpilot shows a warning label on its profile
Key features
- Checkout through Stripe, PayPal and Razorpay
- AI credits for page and copy creation
- A/B testing and personalisation on Marketer and Agency
- Client subaccounts and team members on Marketer and up
- Global blocks, scripts and webhooks on Agency
Plans and prices
| Startup 20,000 visitors; 1 root domain. | $29 a month, billed yearly |
| Marketer 50,000 visitors; 5 domains, 5 subaccounts, 5 members. | $69 a month, billed yearly |
| Agency 500,000 visitors; Unlimited domains, subaccounts, members. | $149 a month, billed yearly |
Elastic Funnels
Best for affiliate and direct-response funnelsElastic Funnels came fifth with 2 out of 5. It took 138 minutes to publish our page, the page took 6.00 seconds to show its main content on a phone, the slowest in the test, and support was the slowest too, at a median of 1,170 minutes. It passed 6 of 10 landing page checks and scored 31 of 50 on form capture. Our Elastic Funnels review explains more.
Elastic Funnels isn't a classic landing page builder. It combines pages, custom checkout with upsells, a CRM and revenue tracking per ad, aimed at people selling offers through paid ads and affiliate networks. Every feature is on every plan, including split tests under one URL with winners picked on sales. Starter is $97 a month, Growth $197 and Scale $497.
It has 4.3 out of 5 on Trustpilot (checked November 2026), with praise for round-the-clock support. Note the 0.5 percent fee on sales through its hosted checkout.
Who it's for
Affiliate and direct-response marketers who want checkout, tracking and split tests in one place instead of several tools.
Skip it if
You just need a fast, simple page. Carrd was quicker to build and load and costs far less, and Leadpages starts at $29 a month.
What we liked
- Checkout, CRM and ad tracking on every plan
- Split tests under one URL, picked on sales
- Full refund within 14 days for new customers
What we didn't
- Slowest mobile load at 6.00 seconds
- Slowest support, at a median of 1,170 minutes
- Starts at $97 a month
Key features
- AI page builder that can copy a page from a URL
- Custom checkout with order bumps and one-click upsells
- Revenue, EPC and ROAS tracking per ad, page and variant
- CRM and call center on one customer record
- Command-line tool and API to sync pages with code
Plans and prices
| Starter 50K page views; 3 brands. | $97 a month |
| Growth 250K page views; 10 brands. | $197 a month |
| Scale 500K page views; Unlimited brands. | $497 a month |
Unbounce
Best for built-in A/B testingUnbounce came last of six with 2 out of 5, scoring 2 on every part. It took 146 minutes to publish our page, the longest in the test, and the page took 5.13 seconds to show its main content on a phone. It passed 5 of 10 landing page checks, scored 26 of 50 on form capture, and support took a median of 1,148 minutes. Our Unbounce review has the full results.
Unbounce builds landing pages with a drag-and-drop builder, AI copywriting and lead forms. Its strength is testing: Experiment, at $149 a month, includes unlimited A/B tests, and Optimize, at $249 a month, adds AI traffic routing to the version most likely to convert. Starter is $29 a month but limited to 5 pages and 500 visitors.
It says it doesn't train its AI on your content and holds SOC 2 Type 1. Users give it 4.3 out of 5 on G2 (386 reviews) but 1.9 on Trustpilot from 180 (checked November 2026), and annual plans can't be refunded.
Who it's for
Paid-traffic marketers who test page versions often and want A/B testing and AI routing in one tool.
Skip it if
You want a quick, fast, low-cost page. Carrd beat it on every measure we took, and Leadpages has A/B testing from $99 a month.
What we liked
- Unlimited A/B testing on Experiment and up
- Unlimited pages from the Build plan
- 14-day free trial with no card
What we didn't
- Slowest build in our test at 146 minutes
- Only 5 of 10 landing page checks passed
- Starter caps you at 500 visitors a month
Key features
- Drag-and-drop builder with AI page creation
- AI copywriting with monthly credits
- Custom code, scripts and pixels on Build and up
- AI traffic routing on Optimize
- Server that lets AI assistants build and manage pages
Plans and prices
| Starter 5 pages; 500 visitors a month. | $29 a month, or $22 a month billed yearly |
| Build Unlimited pages; 20k visitors. | $99 a month, or $74 a month billed yearly |
| Experiment Unlimited pages; 30k visitors, 3 users, 2 domains. | $149 a month, or $112 a month billed yearly |
| Optimize 50k visitors, 5 users, 3 domains; AI traffic routing. | $249 a month, or $187 a month billed yearly |
What it costs to get started
Carrd is the cheapest way in. It has a free plan, and its Pro plans are sold by the year only, from $9 a year for Pro Lite and $19 a year for Pro Standard. Leadpages Pro and Unbounce Starter both cost $29 a month, though Unbounce Starter is limited to 5 pages and 500 visitors, and Swipe Pages Startup is $29 a month, billed yearly. Elastic Funnels starts at $97 a month and Instapage Create at $99 a month.
For A/B testing, the cheapest routes are Swipe Pages Marketer at $69 a month billed yearly, Leadpages Grow at $99 a month, Unbounce Experiment at $149 a month and Instapage Optimize at $199 a month; Elastic Funnels includes split testing on every plan. Watch the visitor caps: Unbounce, Instapage and Swipe Pages charge more when you go over them.
| Tool | Cheapest way to start | Free plan | Free trial |
|---|---|---|---|
| Carrd | Free | Yes | 7 days |
| Instapage | $99 a month (Create) | No | 14 days |
| Leadpages | $29 a month (Pro) | No | 7 days |
| Swipe Pages | $29 a month, billed yearly (Startup) | No | 14 days |
| Elastic Funnels | $97 a month (Starter) | No | 14 days |
| Unbounce | $29 a month (Starter) | No | 14 days |
Prices from each tool's own pricing page. Prices can change, so check before you buy.
Also worth knowing about
We didn't test these builders, but they come up often in roundups and may suit a specific need.
Landingi
A landing page builder named in several roundups and priced in euros. We haven't tested it or checked its prices.
Webflow
A site builder with a lot of design freedom that's often used for landing pages. We haven't tested it.
Zoho LandingPage
Recommended elsewhere for combining A/B testing, heatmaps and a CRM in one workflow. We haven't tested it.
How we tested
Every builder went through the same 30-day test, from September 27 to October 26, 2026. We built the same landing page for a made-up online store on each one, from sign-up to a published page, so the results compare like with like. You can read the full set-up in how we test.
We timed the build, measured how quickly the page showed its main content on a phone and how quickly it responded to a tap, and monitored uptime from outside for 30 days. We asked support the same three questions, recording the median reply time and how many answers were useful, and ran ten landing page checks, including form capture scored out of 50.
Each builder then got a score out of 5, in half points, for performance, ease of use, features, support and value for money. Together these make the overall score, and the ranking follows it.
How to choose
If you run paid ads and want to test versions of a page, pick a builder that includes testing on a plan you can afford. Leadpages has it from Grow at $99 a month; Carrd has none.
Unbounce, Instapage and Swipe Pages price by monthly visitors and charge for extra traffic. Leadpages lists no traffic caps on Grow and Optimize, so bills are easier to predict.
Carrd and Swipe Pages list only yearly prices. Leadpages, Unbounce, Instapage and Elastic Funnels show monthly prices, so you can stop after a month.
Refunds vary a lot here. Leadpages gives 7 days' money back on the first charge and Elastic Funnels a full refund in the first 14 days for new customers, while Swipe Pages says all sales are final and Unbounce doesn't refund annual plans.
Swipe Pages and Elastic Funnels include checkout, so you can take payments without another tool. If you need a full sales and email setup around your pages, our list of marketing automation platforms is a good next step.
Mobile speed varied from 3.72 to 6.00 seconds in our test, so build your own page during the trial and check it on a phone. Unbounce, Swipe Pages and Elastic Funnels offer 14-day trials with no card.
Terms you'll see
- Landing page
- A single web page built for one goal, such as collecting sign-ups from an ad or an email.
- A/B testing
- Showing two or more versions of a page to different visitors to see which one gets more sign-ups or sales.
- Largest Contentful Paint (LCP)
- How long a page takes to show its main content, such as the headline image or text block.
- Interaction to Next Paint (INP)
- How quickly a page reacts on screen after a visitor taps or clicks something.
- Uptime
- The share of time a page is online and reachable, measured by an outside monitoring service.
- Visitor cap and overage
- A monthly limit on visitors included in a plan, with an extra charge when you go over it.
Frequently asked questions
Is there a free landing page builder?
Of the six builders we tested, only Carrd has a free plan, though Carrd's own Pro page didn't list its limits. The others offer trials instead: 14 days with no card at Unbounce, Swipe Pages and Elastic Funnels, 14 days with a card at Instapage, and 7 days with a card at Leadpages.
How much does a landing page builder cost?
Carrd's paid plans start at $9 a year, billed yearly. Leadpages Pro and Unbounce Starter cost $29 a month, and Swipe Pages Startup is $29 a month billed yearly. Elastic Funnels starts at $97 a month and Instapage at $99 a month. Plans with A/B testing cost more, up to $199 a month for Instapage Optimize.
Which landing page builder has the best A/B testing?
Unbounce includes unlimited A/B tests from its Experiment plan and AI traffic routing on Optimize, and Instapage runs server-side A/B tests on Optimize. Leadpages offers A/B testing from Grow, Swipe Pages from Marketer, and Elastic Funnels on every plan. Carrd has none.
Do landing page builders limit traffic?
Some do. Unbounce, Instapage and Swipe Pages price their plans by monthly visitors and charge extra if you go over, for example $5 per extra 5,000 visits at Swipe Pages. Leadpages lists no traffic caps on Grow and Optimize. Elastic Funnels prices its plans by page views.
Can I get a refund from a landing page builder?
It depends on the tool. Leadpages offers a 7-day money-back guarantee on the first charge, and Elastic Funnels gives new customers a full refund in the first 14 days. Unbounce doesn't refund annual plans, Instapage's terms call fees non-refundable, Swipe Pages says all sales are final, and Carrd refunds at its discretion.
How did we test these landing page builders?
We built the same landing page for a made-up online store on each builder between September 27 and October 26, 2026. We timed the build, measured mobile speed, monitored uptime for 30 days, asked support three standard questions and ran ten landing page checks, including a form capture test.
The bottom line
For a simple, cheap page, start with Carrd; if you run paid ads and need A/B testing, budget for Leadpages Grow or a testing plan at Unbounce or Instapage.
Make your case
Think a tool is missing or wrong?
If you use a tool we reviewed, or work for the company, email us with what you saw. We'll look at the evidence and update the review if it changes our findings.
Think your company belongs on this list?
Send us your product, website and the category it fits. We'll test it the same way as every other tool. It's free, and we can't promise a date or a score.
Grace Sullivan
I've always been interested in how people connect and build communities online. When exploring a new service, I pay attention to usability, transparency, pricing, and whether its advertised features make sense in everyday situations.
Update history
- November 4, 2026: published with the results of our test, run between September 27, 2026 to October 26, 2026.