Top 5 Landing Page Optimization Tools for Free (2021)


Lead landing page optimization tools are software products that companies can (and should!) use to increase their landing page conversion rates.

Even free landing page optimization tools can help you make landing pages that can get a high level of customer engagement. With the right software, you also get dozens of landing page templates and customization options.

Some top landing page optimization tools that are also free to use in 2021 include EngageBay, Hotjar, and Instapage.

EngageBay offers a suite of landing page creation and testing options that enable users to easily create landing pages without paying for them separately.

Landing page tools like EngageBay offer the ability to test landing pages, helping marketers track exactly how effective their landing pages are in relation to their email sends, email opens, web popups, and form submission rates.

Let’s look at all the top 5 landing page tools, their features, and their pricing.

Top 5 Landing Page Optimization Tools

We have no order or ranking here — just read on and pick whichever landing page tool you like best.

#1. Hotjar

Hotjar is a smart landing page optimization tool that maps out how users are interacting with the elements on a landing page. It can also be used for landing page surveys.

This is an inbound marketing survey tool that lets you create customer feedback forms directly on your landing pages. That way, you can collect feedback from website visitors on the same page where they make decisions about your products or services.

Hotjar can also be used for A/B testing.

You can use Hotjar to:

  1. View customer response to specific landing page elements in real-time
  2. Track exactly what your web visitors focus on the most
  3. Analyze landing pages and improve their conversion rates
  4. Ask visitors for feedback and connect with users right on your landing page

Hotjar also offers a landing page analyzer tool that gives you recommendations to optimize your landing pages to increase conversions.

Just enter the URL of any landing page into the tool, and let Hotjar analyze its elements, color palette, hotspots, social sharing tools, landing page copy, and more.

Click preview to view an outline of the landing page design based on overall user satisfaction rate as well as element prominence.

Some landing page optimization tips given by Hotjar include:

  • Using different colors for important calls-to-action (CTAs), so they stand out from other landing page elements.
  • Including a landing page footer to encourage visitors to share the landing page with colleagues and friends on social media.


As you can see, Hotjar is quite affordable and offers a cool free plan that works forever, much like EngageBay.

For businesses that need to scale, it’ll cost just less than a hundred bucks a month for 500 daily sessions and plenty of landing page optimization features, like unlimited surveys, customized integrations, and user attributes, such as high spenders, beta users, etc.

#2. EngageBay

EngageBay is a landing page tool aimed at increasing conversion rates.

Users can create landing pages easily using the drag-and-drop editor or by using an existing template from EngageBay’s landing page templates library.

EngageBay offers plenty of landing page templates that are easy to use and customize. If you’re a techie, you can even code your own landing pages!

With EngageBay, it’s also very easy to test the performance of all the elements of your landing pages. EngageBay offers a built-in A/B testing tool that you can use to optimize every element of your landing pages.

This is very helpful in improving your landing pages by using the “what works best” method. You can test your CTAs, headers, footers, images, meta tags, and everything else.

Users also get access to the EngageBay mobile app for real-time tracking of the performance of their landing pages right on their smartphones.

What’s best about EngageBay is that … wait, there’s two things, so it has to be plural. Let’s start again.

Two great things about EngageBay are that it is absolutely free to use forever, and that it comes with integrated CRM, marketing, sales and customer support tools.

In essence, this can be your one-stop solution to myriad marketing and business growth needs. Set automation of workflows triggered from landing page clicks and soon your subscribers are getting drip emails, without you having to ping-pong between dozens of apps.

That way, EngageBay beats every other landing page optimization tool in this list.

Checkout this video to make a landing page that converts:


EngageBay is free to use forever, but if you’d like to contact more than 500 subscribers a month, you can buy a super affordable paid plan.

The popular one is called Growth, where you pay only $14.99 a month and use the A/B testing tool for your landing pages, emails, website popup forms and more.

With the Pro plan, you get a dedicated account manager and 24/5 phone support, with full-fledged marketing automation.

#3. Instapage

Instapage is a landing page tool that helps marketers build landing pages in minutes.

It also has plenty of landing page templates (500+) and a drag-and-drop builder that is easy to use.

This tool also allows users to run A/B tests on their landing page elements, and check heatmaps to identify user behavior.

Instapage also has landing page templates that are mobile responsive and industry-specific.

A truly notable feature of Instapage is that it has a real-time visual editor that provides instant previews while creating, editing, and testing on mobile devices right in your browser.

Instapage also enables users to create landing pages for visitors from specific countries or locations. This helps marketers personalize landing pages for different geographic regions.

Another plus point of Instapage is that it allows its users to add a call-to-action button anywhere on the landing page via drag-and-drop functionality.

With a dynamic call-to-action button, the user has the option of directing traffic from his landing page to an email signup page, mobile application download page, etc.


You can use Instapage free for 14 days. After that, the ‘Building’ plan is the starter option, and it costs $299 per month.

This plan offers no limits on landing page conversions. You also get AMP pages for tablet and mobile phone responsiveness, and real-time visual collaboration for your team to edit the same landing page simultaneously.

You also get SSL Encryption, GDPR compliance, and integrations with popular business apps like Zapier.

#4. Visual Website Optimizer

Visual Website Optimizer (VWO) is a free, easy-to-use conversion rate optimization tool that integrates with Google Analytics.

It offers marketers three ways to test landing pages: A/B Testing, Multivariate Testing, and Split URL Testing. There is a distraction-free code-only mode if you are tech-savvy or have an IT guy to design and modify your landing pages.

Visual Website Optimizer gives you the tools to create banners and ads. It can show real-time heatmaps for them as well.

This way, you’ll basically be able to see where people are clicking on your landing pages, banners, or ads. This is a great way to determine whether a certain part of your visual elements is more appealing than others.

Visual Website Optimizer also offers conversion tracking, which can automatically measure how much each click costs you. This way, it will reveal the most cost-effective ads or landing pages for your business.

This is a great tool for beginners and advanced digital marketers alike. It allows you to make changes to your website without having to invest in digital creators or a digital marketing agency.

Visual Website Optimizer has been hailed by digital marketers as one of the easiest tools on the market due to its user-friendly interface and drag-and-drop feature that lets you create customized templates with just a few clicks. Some of its high-profile clients include AMD and Disney, no less.

Visual Website Optimizer also offers a mobile app so you can stay on top of things even on the go.


VWO offers a 30-day free trial without any credit card details. However, the product gets quite expensive after that.

Each feature costs $199 per month, and you have to pick what you need.

Whichever plan you wish to go for – Growth, Pro, or Enterprise – you need to contact the team at VWO for a price quote.

#5. Leadpages

Leadpages is a landing page tool that helps you convert your website visitors with easy-to-build components.

With this software, you get support for A/B testing, SEO elements like meta titles, Google Analytics and Facebook Ad builder, automatic SSL encryption, GDPR compliance, and landing page previews by device type (mobile, tablet).

Leadpages also offers tools to capture email addresses of website visitors, and survey forms that poll customers. You can also build landing pages that display rotating images or videos.

Leadpages offers a drag-and-drop landing page builder as well as tools for adding email capture popups and notification (alert) bars to increase the conversion rates.

It also features a marketplace with hundreds of templates that marketers can customize for their own products. Of course, you have to buy these templates, and pricing usually starts at $10 per template, but it’s great to have access to that kind of variety.

Leadpages makes integrations really easy. It integrates with more than 1,000 apps, so it helps to keep things simple and working from one place.

You can sync LeadPages with email marketing software, CRM solutions, and webinar platforms to automatically route all your leads in the right direction. This way, you can see much better efficiency in your sales funnel.


You can use Leadpages free for 14 days. After that, we can say it’s rather affordable, especially in comparison with some of the other landing page optimization tools that offer such as comprehensive feature set.

Their most popular plan is ‘Pro’, where you can build landing pages for up to 3 websites, with payment support and notifications for every lead collected.

You also get more than 40 integrations, unlimited A/B testing, and user support over chat and email.


To wrap up, let’s go over why we need landing page optimization tools.

Landing page optimization tools are essential to marketers who understand that marketing is an ever-evolving field.

Smart marketers take advantage of landing pages to be creative and reach audiences in innovative ways, with high-impact, well-tested elements.

In this blog post, we explored five free landing page optimization tools, and all of them are wonderful to begin your marketing campaigns with.

These tools help us better focus our efforts on improving each landing page for the highest ROI.

By optimizing landing pages, we can increase conversion rates, lower the cost per customer acquisition, and reinvest more in organic content that gets revenue.

As you can see, all these tools are great, but they can get rather expensive when you have to really go full-fledged.

The exception is EngageBay.

This all-in-one marketing software offers a wide range of landing page optimization tools, and you can use this software for as little as $1 a day!


Sharjeel is Content Manager at EngageBay. He sleeps more than he reads, reads more than he writes, and writes more than he watches Netflix, VSauce, and Curiosity Stream. Please help him.

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