For landing page testing: Use ExperimentHQ for any landing page platform (WordPress, Webflow, custom). Use Unbounce or Instapage if you're already using their builders. Key features needed: visual editor, quick setup, and conversion tracking. Avoid enterprise tools—they're overkill for LP optimization.
Who this is for
- Marketers running paid campaigns
- Growth teams optimizing conversion funnels
- Agencies managing client landing pages
Who this is NOT for
- Full website optimization (see general guide)
- In-app experiments (use server-side tools)
High-Impact Landing Page Tests
| Test | Impact | What to Test |
|---|---|---|
| Headline variations | High | Value prop, specificity, emotional vs rational |
| CTA button | High | Copy, color, size, placement, number of CTAs |
| Hero image/video | High | Product shot vs lifestyle, video vs static |
| Social proof placement | Medium | Above fold vs below, logos vs testimonials |
| Form length | Medium | Number of fields, multi-step vs single form |
| Page length | Medium | Short punchy vs long-form with details |
Tool Comparison
| Tool | Price | Visual Editor | Works With | Verdict |
|---|---|---|---|---|
| ExperimentHQ | $29/mo | Any platform | Best Overall | |
| Unbounce | $99/mo | Unbounce only | Best if using Unbounce | |
| Instapage | $199/mo | Instapage only | Enterprise LP builder | |
| VWO | $10,000+/yr | Any platform | Overkill for LPs |
By Landing Page Platform
Unbounce
Use Unbounce's built-in A/B testing. It's included and works seamlessly.
Instapage
Use Instapage's native testing. Enterprise plans include advanced features.
Webflow
Use ExperimentHQ. See Webflow guide.
WordPress / Custom
Use ExperimentHQ. Works with any website platform.
Our Recommendation
For most landing pages: Use ExperimentHQ. Visual editor, $29/month, works with any platform.
Using Unbounce/Instapage: Use their built-in A/B testing—it's already included.
Avoid: Enterprise tools like VWO or Optimizely for simple LP testing. They're expensive overkill.