What Landing Page Optimization Tools to Use to Increase Your Conversions in 2022

Landing pages are essential in today’s digital marketing world, as these are the pages that people land on after clicking on a link to be directed to your website. 

These pages are designed to give specific information to readers, and they need to convert readers into customers.

In order for landing pages to be successful, they must be optimized well. You will need to run some A/B tests to determine what is and isn’t working and implement some best practices.

At the same time, though, you will want to equip yourself with the right landing page optimization tools that are designed to help increase your conversions. 

These tools are designed to make your life easier while boosting your lead numbers.

Let’s take a look at some of the top tools you should have under your belt as you work to optimize your landing page for more conversions.

1. Unbounce

Unbounce is an easy-to-use landing page builder that is ideal for small businesses, large-scale corporations, and entrepreneurs alike.

Although you can work with a professional designer to come up with your own template, there are also many templates pre-made that will allow you to get started.

Unbounce features a drag-and-drop editor, making it simple to make changes to the page by those who are not technically savvy. 

This is particularly useful for design and page customization for A/B testing (which, by the way, is yet another built-in feature!). Now, if you are more of a CSS or HTML person, you can customize the templates this way as well.

Their Optimize plan is designed to be cost-effective for smaller businesses and comes with a variety of pop-ups, sticky bars, and more, which are designed to help you share special offers and encourage more conversions.

Plans start at $80 and go up to $300, depending on your individual needs.

2. EngageBay

EngageBay is ultimately your one-stop shop for digital marketing and landing page building. 

With this tool, you have the ability to easily create landing pages with the system’s drag-and-drop function. There are even numerous templates that can be used.

Whether you want to code your own landing page or use a template, EngageBay makes it easy. It comes with a built-in A/B testing feature that allows the testing of everything, from meta tags and CTAs to images and headers.

With EngageBay, you can set up an automation of workflows that can potentially be triggered by clicks on the landing page. 

Before long, your subscribers will be receiving drip emails and you don’t have to use a dozen different apps to make it all happen.

Want some good news? Equipped with customer support, sales, and marketing tools, as well as an integrated CRM, this awesome app is free!

3. Google Analytics

Analytics, especially those offered by Google, are essential to knowing where you are starting and ending in terms of landing page optimization. 

Google Analytics provides the opportunity to get a closer look at how visitors are interacting with your landing page.

For instance, you can gain access to conversion rates, bounce rate, time on page, page speed, new vs. returning users, performance by channel, and behavior by device. You can even access this data in real-time.

The best part of it all is that Google Analytics is free unless you decide to pay for the upgraded 360 version.

4. Instapage

The great thing about Instapage is that they take their landing page builder 10 steps further than some of the others. 

While Instapage comes with ready-to-use templates, a drag-and-drop editor, and more basics that you can find with other systems, the tool comes equipped with features like AdMap that is great for PPC marketers who manage many landing pages.

In addition to AdMap, there are other features like advanced analytics, A/B testing configurations, data quantification, session replays, and so much more. 

And, although the templates are readily available, you can also opt to build your landing page from the ground up.

One benefit of Instapage is the WYSIWYG editor, which means you can see the changes you’re making to the landing page in real-time. 

This leads to far less time during the design process. Unlike some of the other builders, though, there are no popups or opt-in forms available.

If you’re looking for something simple that offers high-performance results, then Instapage may be what you’re looking for. This builder starts at $199 per month if paid out annually.

5. Fullstory

Fullstory offers a comprehensive look at the overall user experience, which is imperative in driving traffic and converting leads.

While this tool has narrower features than some of the other landing page optimization tools listed here, Fullstory is nonetheless a powerful tool to have in your arsenal.

Fullstory offers session replays, easy-to-setup analytics on form pages, heatmap accessibility, and more.

There is also a wide range of integrations available that allow you to connect your financial data, potentially increasing the accuracy and use of your reports.

You will gain access to insights that show you different points in the buyer’s journey, allowing you to focus on the right areas when creating an effective landing page.

Fullstory is free at the beginning, and then you’ll need to pay to continue using the tool.

6. Hotjar

Hotjar is very similar to that of Instapage, but it is a bit more affordable. This tool is designed to offer analytics and insights into which areas of your landing page are and aren’t working.

Hotjar offers both analytics and feedback, which helps to get a clear picture of what your visitors are doing and potentially thinking. 

Offering heatmaps, you can see where your visitors are clicking, hovering, and scrolling to determine their interest in the copy, elements, etc.

Hotjar also offers session replays, which are key in your optimization insights, surveys, polls, and more.

Hotjar offers a free version that provides great insights, but for access to additional features, you will need to upgrade to a higher package. Packages range from roughly $41 to $410 per month.

7. HubSpot

So, HubSpot is not exactly a landing page optimization tool, but it does serve as an important suite of marketing and sales features. 

HubSpot comes with the tools that are necessary to bring optimization to your landing page.

For instance, it offers useful insights through A/B testing, personalization features, and more. You can find tools to help with web pages, pop-ups, lead generation, live chat, etc.

Basically, HubSpot serves as an inclusive marketing program that starts off free (with most tools). 

And there is incredible integration with HubSpot, allowing you to build a landing page using the HubSpot Form tool and then set up automation sequences and welcome emails with HubSpot’s Email Marketing and Workflows tool.

8. Five Second Tests

Your landing page is there to provide visitors with exactly what they need immediately. 

If it takes them too long to locate what they’re looking for, they won’t keep searching for it on your page. Instead, they will move on to a competitor who offers that immediate information.

This is where Five Second Tests comes in. This is a landing page optimization tool that is specifically designed to gather real feedback from users. 

This feedback lets you know whether they can quickly and easily find the information your landing page is supposed to be delivering.

This process takes place in five seconds. You create the questions that are asked at the end, but participants are chosen at random. 

These participants have only five seconds to look at your landing page and then answer the questions you have compiled.

Just keep in mind that this data is not a comprehensive look at the performance of your landing page, but it can be helpful in determining whether the main goal of your landing page is being conveyed. This includes your calls-to-action.

When it comes to landing page optimization, you (and the landing pages that you create) are only as good as the tools that you have at your fingertips. 

Without the right optimization tools, you will be unable to run and manage your landing pages accurately and effectively.

The good news is that the aforementioned tools can help you get the job done, even if you aren’t incredibly tech-savvy. 

From solo entrepreneurs and startups to small and large businesses, there is a landing page optimization tool out there that will work for you.

As you create your landing page with one or more of the above-mentioned landing page optimization tools, you must determine whether you want a static landing page or an interactive landing page.

Check out this post to help you decide between interactive and static landing pages!