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Essential Landing Page Testing Tools

Author's avatar By Robert Allen 09 May, 2017
Essential Essential topic

Use these landing page creation and testing tools to optimise the conversion rates of your landing pages

Lead generation is a key goal of digital marketing in many sectors. By testing landing page layout, headlines and copy you can increase lead volume and thus potentially sales using cost-effective techniques. By hosting test pages on the servers of suppliers you should be able to bypass the need for agency or IT department involvement to get test up-and-running rapidly. The tools listed in this post will help you design and test pages which improve the conversion rate to lead. SmartInsights has no relationship with any of these tools, we just want to help readers looking to utilise landing page testing tools by pointing them to quality providers.

Key things to consider before purchasing and using these tools:

  • Ease of use of setting up tests
  • Integration with CRM systems you use or plan to use
  • Quality of templates which can be amended - layout, field-level data collection options and style needs to be suitable for scale of business and sector. Today most are mobile-responsive.
  • Account management for use by multiple users in agencies and larger organisations

Below are five tools we recommend for creating and testing landing pages.


Unbounce offers creation and testing of landing pages for B2B and B2C markets. We recommend this tool based on its ease of use, range of integration and account management and administration features suitable for use in agencies and large organisations.

Key features:

  • Dynamic text replacement (e.g. to increase relevance of headlines for PPC ads)
  • WordPress, HubSpot, Marketo, Infusionsoft, Mailchimp integrations
  • Multi-user and client management for agencies and large organisations

What makes it Stand out?

It is an established service with 200+ page templates plus integration with leading CRM services.


LeadPages is for testing hosted landing pages to increase leads. It is another fully featured tool which is competitively priced (with an unlimited number of landing pages or views), but without a monthly pricing option at the time of review (quarterly, annual or 2-year billing options).

Key features:

  • 70+ different landing page templats
  • HubSpot, Market and Salesforce integration in top plan.
  • WordPress integration in all.
  • 5 sub-accounts in the top plan

What makes it Stand out?

It is an established service with 200+ page templates plus integration with leading CRM services.

Costs and features more suited for information marketers in smaller businesses. Positioned as ‘With our simple templates, you can create opt-in pages that instantly send your subscribers free content bribes (or “lead magnets”)’


Another tool for testing landing pages, it is a solid alternative to Unbounce suitable for mid to large organisations, but with fewer CRM integrations.

Key features:

  • Range of page types
  • 100+ mobile responsive templates
  • Salesforce and Infusionsoft CRM integration.
  • WordPress and extensive email system integrations

What makes it Stand out?

Speed of page setup. Clickthrough pages which are designed as an introductory funnel between the product or service you are trying to sell and a conversion. Specific web page and thank you page features.

Ion Interactive

Ion Interactive lets you build and test content marketing campaigns for lead generation more efficiently. This service started with a similar positioning to the other tools in this category, but now focuses on it’s interactive content marketing capabilities. However, it can still perform tests and optimisations. It is a premium service supporting marketing of a wider range of assets for larger enterprises.

Key features:

  • Landing page optimisation
  • Pages can include these interactive content assets quizzes, assessments, calculators, configurators, solution builders, interactive white papers and interactive infographics
  • CRM integrations with HubSpot, Marketo, Oracle, Salesforce and Demandbase

What makes it Stand out?

This tool is based on developing a content marketing program rather than testing individual pages, which makes it very different to many of the other tools listed here.


Optimizely is for creating sophisticated tests beyond landing pages across multiple audience types. Capability to change page elements using visual editor not possible in most other services in this category. It may be surprising that we have rated this as fifth in the category. If we had rated it a few years ago, it would certainly been higher. But as its enterprise capabilities have grown, so has the cost meaning that it is relatively costly for medium to large businesses and the other options are more realistic for smaller businesses.

Key features:

  • Visual editor enables testing of page elements without coding
  • Test experiment variations to visitors and users by ad campaign, geography, cookies, or a variety of other dimensions.
  • iOS and Android app A/B and multivariate testing
  • Separate personalisation option

What makes it Stand out?

A suite of tools that is more sophisticated than most others in the category. The ability to change page elements without coding is valuable for many other page template types on a sites.

Author's avatar

By Robert Allen

Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.

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Digital Marketing Tools

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