Choosing a landing page builder can become a hard task. Especially if you don’t know what you should look for in this tool and how to compare it with others. In this article, we want to help you with that.
We looked at over 30 landing page builders and tried to get some information about features and pricing. We wanted to know what features are the most common and what features stand out. This way you can tell if the product you want to buy has more or fewer features than the average landing page builder. You can also tell if those features are amongst the common ones or are features that make that product stand out.
We also looked at the prices and tried to figure out which is the average price of the product that includes all the features in our study. We also wanted to know how many landing page builder tools have a free plan. This way you should know what to expect in terms of pricing when choosing a product.
You can see a summary of our findings in the infographic below.
Landing page builder features are available in all products
There are some core features that all landing page builders have. This is what makes the product a landing page builder. We manage to find 3 features like this.
Templates
All tools provide ready-made templates on various topics and niches. You can use some of those templates and create a landing page for your needs. You can change the text, font, images, colors, and more depending on the builder you use.
Mobile Responsive
Given that in the present day most of the traffic comes from smartphones this is a must-have feature. If you would not have a mobile responsive landing page you could miss a lot of conversions. For this reason, mobile responsiveness became a standard for all builders
Integrations
We found that all builders offer integration with other products. Ranging from email marketing to social media and selling products you can find integrations in every builder. You should keep in mind that each builder has its own integrations. If this is an important aspect for you, then make sure to check out the integration of the tool before making a decision.
Landing page builder common features
This category refers to features that are available in almost all products. Some landing page builder tools decided to do something different, but these are mostly an exception. You can find these features in almost any landing page builder, but you should be aware that there might some products that don’t have these features.
Form Builders
Most landing page builders also have a form builder. With form builders, you can create squeeze pages. Furthermore form builders are very useful to gather leads which consist of information from the client. This could be a name, an email, or even a phone number.
Drag and Drop
When we talk about a page builder drag and drop should be a standard. It makes things easier and you can place any widget or view where you want. This way you can create a fully customized page that suits your needs.
Analytics
Given the fact that when you build a landing page you want to get conversions analytics are a very important part. Not all tools have analytics, but you should really consider this a must-have.
With analytics, you can see how many people found your page and how many converted. This also opens the door for more insights about how to improve your page to increase conversions.
Custom domain
Most of the builders offer the possibility to add your own custom domain. This is useful if branding is very important for your goal. Some tools prefer to use their own domains to generate pages as subdomains, but having your own custom domain makes the page look more professional.
SEO Tools
When your page is optimized correctly for SEO it increases the chances that the page is found on Google Search. This brings in organic traffic that can boost your conversion without having to invest in expensive marketing campaigns. Having a builder with SEO tools to optimize your pages could be really worth it.
Real-time editing
If you want to make a lot of changes to a page to customize it in a certain way this feature is indeed really useful. You want to see what you edit and if that happens in real time it will help you work more effectively.
Landing page builder extra features
These features are found in almost half of the builders or less. They are useful features, but not considered a must-have for a landing page builder tool. However they can help you achieve some goals and give you an edge over the competition.
Graphic Assets
Some landing page builders include digital assets built in. These could be images, icons, fonts and more. You can use these directly from their library without having to worry about looking for them online.
When you are searching for these kinds of assets online you have to make sure you have the right to use them. But if you want to do this we got your back. You can check our articles about websites where you can find copyright-free clipart and images. (Keep in mind that not all images might be copyrighted free and you should still look up their license)
Email Marketing
Since a landing page also has the goal to collect leads in the form of email, some builders include email marketing services. This could be useful because you can keep everything in one place. But if the builder you planning on getting does not have email marketing you should not despair. Chances are that you can integrate it with an email marketing platform and get the job done.
Free Domains
Some websites offer free domains when you sign up for them. These domains are different than the subdomain ones that include the builder’s name. You should keep in mind that this could be for a limited period of time and after that, you will have to pay for the domain name.
A/B Testing
Getting a landing page right from the first try is quite hard. You’ll probably need to do some experimenting with different versions and see which one is better. This is where A/B testing comes in handy. It divides the users into two groups the first group will get version A of the page and the second group version B. This way you can see which one performs better.
A/B Testing could really give you an edge over your competition as you can find the winning formula faster.
Backup
We were actually surprised to find out that only a quarter of landing page builders offer backup. In our study, we took into consideration the features we found in the features list. Only those features were counted.
However we added an asterisk as maybe more products offer backup, but they did not list this as a feature.
Stand out features
These are features that really make a product stand out. We only found this in a couple of tools and these features might something that it’s worth paying for extra.
AI Tools
With AI tools you can automate a lot of the work. These tools can help you with the design, writing good copy, or optimizing the website. Could be really useful, but you should be aware that they might not be perfect. You’ll still have to review what they’ve done and change things accordingly.
There were 4 tools we found that are providing AI Tools and those are:
- Go Daddy Website Builder – they use AI to give you some insights about traffic and marketing.
- Zyro – They have a lot of tools for image editing, generating content, and insights.
- B12 – According to their website, they will give you a website draft generated by AI.
- Unbounce – With Smart Traffic feature you can create multiple variations of the landing page and after about 50 visits Unbounce will figure out which version to show for the best chance of converting. Learn more in our full review of Unbounce.
Pricing
Pricing is also very important when choosing the right tools for your needs. We found products ranging from less than $10 to over $100 per month. However, we found that the average price is around $43 per month. You should keep this in mind if you are wondering if you are overpaying for a product.
We took into consideration the plans that included all the features included in our study.
Also, some platforms include other services in this pricing plan. This can be email marketing or CRM software. However, since there was not a plan only for landing pages we decided to use that price. (Don’t worry, there were landing page builders without other services that were more expensive than tools with extra services.)
Another reason to use this approach was that we wanted to have as many tools as possible included in our study to make it as accurate as possible.
We also wanted to see how many tools offered free pricing plans and if it’s something common. We’ve found that almost half of the products have free plans, so you be the judge.
Conclusion
The purpose of this article and this study is to help you make the best decision when choosing a landing page builder tool. We tried to stick to the essential broad features as the goal was to present the key information. Otherwise, too much information could make you even more confused.
Now that you know what to look for in a landing page builder it’s time to choose one. We got your back on this one too. Check out our other articles on landing pages to be sure you make the right choice:
- Best Landing Page Builder Tools
- What is a Landing Page Website and Why is it Important?
- Landing Page vs Splash Page. Which is Better?
- What Is A Squeeze Page, And How To Build One?
If you liked the article share it with others to help them make the best decision when choosing a landing page builder tool.
