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Landing pages can have a significant impact on your online advertising campaigns. 

Often, they are a bit different than the main pages on your website. They contain different content, have a stronger call-to-action (CTA) and are more tailored to the type of visitor you are targeting with your campaigns.

See our previous article that describes how to build a high-converting PPC landing page.

Of course, if you have a developer in-house they can easily create these pages for you. But lots of small businesses and digital marketing specialist don’t have access to one (or just want to go back and forth each time). 

Luckily, there are drag-and-drop landing page tools available. They let you create new landing pages quick and easy with little to none technical knowledge. 

Top 10 Best Landing Page Tools in 2020: How The Experts Voted


We asked more than 50 experienced digital marketing specialists what their favourite landing page tools that they would recommend to others. 


Without further ado, here are the top 10 of the best landing page builder tools the experts recommend you to use:

Now, let’s dig further into these.

1. Unbounce

Easy to use: ⭐⭐⭐⭐⭐
Features: ⭐⭐⭐⭐⭐
Pricing: ⭐⭐⭐⭐

Unbounce is the top landing page tools that the experts recommend you to use. It’s an easy-to-use drag-and-drop builder with no coding required. 

They have 100+ landing page templates available, which you can easily tweak to match your brand. 

Pricing starts from US$99 per month (or US$79/month if you choose to get billed for a year) and they have a free monthly trial available.

Screenshot of Unbounce landing page builder.

2. Leadpages

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐⭐

Second, there is Leadpages

It’s quite similar to Unbounce, with the exception that Leadpages don’t have monthly unique visitor limit. Instead, their packages seem to be more based on the number of sites you’re using them for. 

For their packages, they offer a free 14-day trial and pricing starts from as low as US$25/month. 

Screenshot of Leadpages landing page tool builder website.

3. Instapage

Easy to use: ⭐⭐⭐⭐⭐
Features: ⭐⭐⭐⭐⭐
Pricing: ⭐

Instapage recently made the shift from being a landing page builder to an advertising conversion cloud. 

So, this means that their product contains other features like AdMap, experimentation and personalization. With this change, they’re really focussing on enterprise businesses rather than small businesses.

From the most popular landing page tools, they are by far the most expensive, starting from $149/month.

Screenshot of Instapage website.

4. ClickFunnels

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐

As their name suggests, ClickFunnels is all about creating sales funnels.

Rather than one simple landing page, ClickFunnels create sales funnels that convert visitors into leads (first) and then customers. They give you the tools and strategies that you need for these sales funnels in one spot.

Screenshot of ClickFunnels website.

5. Elementor

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐⭐

For people that are using WordPress, Elementor might be a good option. They describe themselves as the world’s leading WordPress page builder, with over 4 million professionals using them.

They have a free version. However, the paid version opens up more features like advanced widgets and their theme builder.

Screenshot of Elementor for WordPress website.

6. Thrive Architect 

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐

Again, for WordPress there’s Thrive Architect from Thrive Themes. 

Similar, they are offering instant drag & drop editing. There are 325 landing page templates to choose from. Also, they have pre-built conversion elements to help you grow your business.

Screenshot of Thrive website builder website.

7. Kartra

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐⭐
Pricing: ⭐⭐⭐

The drag-and-drop page builder is just one of the features of Kartra. It is an all-in-one platform that allows you to sell products and services directly on your website.

Also, you will be able to create a multi-page funnel flow and automated email marketing campaigns to get your visitors to convert. And much more, as Kartra is focusing on having all solutions (landing pages, payment, email etc.) under one roof.

Screenshot of Kartra landing page tool website.

8. Beaver Builder

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐

As another WordPress-only plugin, Beaver Builder is something you might want to consider.

Just like Elementor and Thrive Architect, it’s a WordPress theme that makes it easy to create separate landing pages.

Screenshot of Beaver Builder website.

9. Hubspot

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐⭐
Pricing: ⭐

Hubspot is an all-in-one CRM platform. 

It offers marketing software that can help you to convert more visitors. One of them is their landing page builder

If you are already using Hubspot this is a great option. All the leads that you generate will be automatically pushed through to your Hubspot database.

10. Mailchimp

Easy to use: ⭐⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐

Similar to Hubspot, MailChimp is not really a landing page builder.

MailChimp is an overall marketing platform, which started primarily as an email platform.

Again, if you are already using MailChimp you probably want to consider using them for your landing pages as well. All data will be directly stored in MailChimp and can automatically trigger your email campaigns.

What The Experts Said


Now, let’s have a look at what the digital marketing experts had to say about their favourite landing page tools.


Tony Mastri

Tony Mastri is the Digital Marketing Manager at MARION Marketing, a Texas-based marketing agency with almost 40 years of experience in marketing and graphic design.


We use CrazyEgg at MARION to collect heat mapping insights on our landing pages. 

Some of the most useful data includes the percentage of users that reach a certain scroll depth, or non-clickable items that site visitors repeatedly try to click on.


For example, we recently found that users on our website tried to click on our awards icon regularly, but the image wasn’t linked to anything. We used this as an opportunity to link our awards image to a blog post that listed out all of our awards over the years to increase visitor confidence in our brand.


We also witnessed a poor scroll depth on one of our main pages that indicated users weren’t engaging with the page. We adjusted the top-of-fold content to help guide readers’ line of sight down the page to help streamline our user experience (UX).


Datis Mohsenipour

Datis is the Marketing Director for Outback Team Building & Training. He’s been in various marketing roles over 11 years and is most passionate about marketing strategy, CRO, automation, and simplifying complex processes.



Unbounce is a fantastic tool for landing page creation for the following reasons:


1) They have a huge database of templates you can work off of

2) You don’t need to understand code to create a beautiful page

3) They make it very easy to split test your landing pages and provide reporting on the variants

4) They integrate with many software platforms – we use their HotJar, HubSpot, and WordPress integrations

5) Most subscriptions come equipped with some additional conversion tools such as sticky bars and layovers – these can also be split test

6) They give you the ability to implement DTR (Dynamic Text Replacement) on your landing page which comes in very handy for location-based ad campaigns

7) You can easily copy over content between landing pages

8) They make it relatively easy to create mobile-optimized landing pages – if you use one of their existing templates, it’s built with mobile optimization in place.


Farasat Khan

Farasat Khan is a Digital Marketer and is primarily responsible for Outreach campaigns, Conversion optimization, Keyword research, On page analysis and everything SEO.  He has over 4 years of experience with managing projects in SERP volatility.


Beaver Builder and Leadpages.

With over 400,000 installations, Beaver Builder is a flexible and among the most loved landing page plugin for WordPress. It promises to deliver converting landing pages not in months but minutes. The best thing I feel about Beaver Builder is it’s front-end inline editor which allows to modify elements with real-time preview. 


Leadpages is not just an ordinary landing page builder. With Leadpages in place, you can create amazing pop-ups, alert-bars and much more. This lead generation tool comes with templates for product landing page, ebook, lead capture and more. 


Jon Maher

CEO of Esper Inbound, the hybrid PPC/CRO agency with a sixth sense for marketing. Jon knows PPC & knows it well. Some say too well€¦ because it’s all he talks about!



Unbounce is by far my favorite landing page builder, we’ve been using it for years! It makes the landing page process seamless and now that the platform is more mature, it packs a lot of punch! From A/B testing, native integrations, to dynamic text insertion – Unbounce has got you covered with ease. 


Mike Nelson

Founder of Four15 Digital, SF’s Digital Marketing Growth Agency



Some smaller clients have preferred more CMS based tools like Unbounce (basically any SMB).  This is for ease of use rather then functionality. We try to avoid these for any large spending clients. 


If you’re an enterprise advertiser with a dev and design team, it’s pretty clearly Optimizely or Google Optimize. That said, neither of these factor in quality score, which is basically more or less going to determine your CPC and also Impression Share. So we end up doing most of our testing through Google Campiagn Experiements and/or Facebook Test and Learn which is taking these into account. This methdology change has a HUGE different to our results. 


Mason Stout

Mason Stout is a SEO Specialist at and enjoys snowboarding, building websites, and puns.



SeoQuake is an amazing landing page tool because its completely free and an easy to install chrome extension It’s also made by SEMRush which has really reliable data. SeoQuake provides quick information like page title, meta description, heading tags, and canonical tags and lets users see if Schema markup is used, if Google Analytics is installed, and see links to the robots.txt files and sitemap index. 


Abir Syed

CPA and Digital Marketing Consultant



Unbounce allows you to design some pretty flexible landing pages very easily, and very quickly so you can pump out tons of hyper-targeted pages. And thanks to it’s drag & drop editor, it doesn’t require much technical expertise. What really helps it shine though is the focus on testing. They make it especially easy to create variations, direct traffic between them as desired, measure results, and analyze the data. 


Itamar Blauer

Itamar is a digital marketer who specialises in SEO and video optimisation, and has experience in running various social media channels.


Mangools SEO Chrome Extension

This nifty free chrome extension provides a great interface to showcase critical landing page elements. I personally love being able to quickly see how the URL looks on the SERP, as well as identifying all of the heading tags used on the page. There are other free and paid elements of this Chrome extension, but it’s definitely handy for anyone looking to get detailed and relevant landing page data.


Kevin Rodrigues

Kevin Rodrigues is a software developer that wants to transition into a full-time gardener. He plans to grow an organic garden that can help sustain his family. His love for gardening drives him to share tips, guides, and resources on his website.


Elementor, Thrive Architect

I had used Thrive Architect for my websites in the past and it did a pretty good job as a landing page tool. It’s also a WordPress plugin, easy to setup and use. And it’s inexpensive. But it had some issues at the time and I switched to Elementor.


If you’re using WordPress for your website, the best landing page tool you can use is Elementor. This is really easy to setup as it’s a WordPress plugin. And it’s very easy to learn and use. It’s also inexpensive when you compare to a landing page tool like LeadPages. I’ve been using it for a few years now and it’s working great. I’ve not had any issues with it and it’s not affecting the speed of my website.


Marcus Miller

Digital Marketer with 20 years in the trenches. Focused on helping small businesses understand the digital marketing landscape and implement strategic marketing campaigns across search and social.

WordPress + Elementor

We have experimented with most of the off-the-shelf landing page solutions over the years but we now tend to recommend a custom landing page built with WordPress and Elementor. This gives us the flexibility we need from design to how we implement analytics and measure results. 

This gives us all the power of a traditional website with the rapid development enabled by the Elementor page builder. We can then wire up advanced analytics and A/B testing using Google Tag Manager and Google Optimize. 


Colin Ma

Colin Ma is a passionate tech expert and digital entrepreneur. He uses his expertise to consult with SMBs, Fortune 500 companies, and his own suite of websites.

Thrive Architect

Thrive Architect is a an awesome drag and drop page builder by Thrive Themes. In addition to being easy to use, you can create truly beautiful custom pages without having any knowledge of coding.

Creating good landing pages can be hard, but they have a suite of landing page templates you can use as an example. There are over 100 templates you can start with, and you can fully customize these to add relevant information and alter the design.

If you want to easily create stunning landing pages then Thrive Architect is something you definitely need to try.


Jason McCarthy

Jason is the founder of DigiNo – a website designed to optimize the world of online teaching.



For landing pages, I only use ConvertKit. This is because of its functionality primarily as an email marketing tool, however, it’s automation capabilities are what make my business tick. 


Through their templates of landing pages designed to generate email signups, so many automation rules can be set behind the scenes. These rules can lead your potential customer from landing, all the way through a cleverly constructed funnel, right up to a sale.


ConvertKit has made my landing page creation effortless, as well as making my business a passive income machine.


William Chin

I am a web consultant for, an eCommerce split testing tool. I have 7+ years of experience in digital marketing, web development and product management.


The three landing page builders that I would recommend are: 1) Instapage; 2) Unbounce; 3) LeadPages.  




I currently use instapage a lot for my PPC campaigns. The built in metrics tracking, the ability to A/B test features and the easy DNS propagation walkthrough made it a breeze for me to convert my PPC traffic into revenue. One of the best features is the quantity of instapages you can make. It’s not a far stretch for you to set-up a hundred different templates, with each one customized for a specific buyer persona!




The only reason this tool is second is, it’s learning curve and easy to use. The tool interface isn’t as intuitive as Instapage and I found myself YouTube’ing how to do certain things. That being said, it’s got a VERY powerful A/B Testing software built in. However, this product can get quite pricey ($400 USD plus a month) so I wouldn’t go higher than the premium account for all the perks ($159 / mo for 150 pages). It also has a range of integrations for things like Salesforce and Analytics platforms. 




Rounding out the bottom is Leadpages. Whereas both Instapage and UnBounce can be pricey, Leadpages starts out a pretty low start cost. However, you’re paying for what you get and a lot of the customization features available in both Instapage and UnBounce are not available in Leadpages. That being said, this is a great landing page software for beginners!


Tarun Gurang

Tarun Gurang, Digital Marketer, iFour Technolab Pvt. Ltd.


Unbounce, Instapage, Hubspot


1) Unbounce


Unbounce is used for building effective landing pages with ease and faster without requiring any website design or coding ability. It provides functionality to drag and drop interface that allows you to add any complex design.


2) Instapage


Instapage is another most powerful landing page builder in the market. It allows functionalities like create or update post-click pages, review process with real-time collaboration, provide a more customizable page and also it integrates your entire marketing stack for accurate attribution.


3) Hubspot


Hubspot is another landing page builder that will provide built-in libraries with the mobile-optimized template that converts or build a page from the ground up. You can create personalized landing page content for every unique visitor.


Wes Marsh

Wes is the Director of Marketing for BCA Technologies, developers of the eRep CPQ platform. Wes has over 15 years experience in digital covering all aspects from SEO, PPC, Design, Media Buying, CMS, CPQ, CRM Integrations and more.

Divi Theme for WordPress, Unbounce, Solodev

Divi Theme for WordPress (by ElegantThemes):   

We use the Divi Theme for our WordPress site, so it’s a natural for us to also use the native landing page builder for some of our ad campaigns. Divi’s drag and drop builder, combined with over 30 pre-set modules give you tremendous control over how you want your landing pages to look. Divi also has a very large library of landing page designs that you can upload their templates into your site with a simple zip file upload and then customize with your own info. There is also a built-in A/B testing tool called Divi Leads that allows you to test multiple options of your page and get stats to show which version performs best. All in all, it’s incredibly user friendly and you don’t have to be a web developer to create amazing landing pages.   


Unbounce is another landing page builder that we use for select campaigns, especially for types of traffic that we don’t want to hit our site first. Unbounce is pretty user friendly and you can use your own custom code and CSS or use their native drag and drop tools. The landing page builder helps you create designs that look great on both desktop and mobile, and customizes pop-ups for success messages when users complete the lead capture forms. Unbounce makes it easy to test multiple variants of your page and capture statistics, easily calculating your conversion rates and other important stats. These pages can easily be cloned and duplicated for running multiple landing pages with a similar look and feel.   


Solodev is a content management system that offers landing page modules. While this tool is not for everyone, it’s ideal when you have multiple landing pages that need to be scaled quickly. You’ll need to be a developer to set up your templates the way you first want them to appear, but Solodev’s landing page manager makes it easy for content creators with no development experience to spin up new landing pages in minutes from the pre-approved templates. If you need to manage the landing page templates for multiple websites from one centralized location, you’d be hard pressed to find a tool as easy to use as Solodev.  


Sajawal Rao

I am Sajawal doing affiliate marketing for the past three years.I am the owner of the site Beastpreneur where I teach people affiliate marketing.

1 – Clickfunnels 2 – Leadpages 3 – Kartra

I have been using landing pages for the last three years.At first I was using Landigi but than switched to clickfunnels.Landing pages are the most important thing that a business can have.Here are my top 3 pick for landing pages tool according to my three years experience!

1 – Clickfunnels

2 – Leadpages

3 – Kartra

My number one pick is clickfunnels. Lots of varieties and the ease of using this tool.So,I would recommend clickfunnels to you.


David Alexander


David is a digital marketer and ‘web guy’ with over a decade under his belt helping SME’s & individuals to use technology not only to survive but to thrive in the new digital ecosystem.


WordPress with Beaver Builder or WordPress with Elementor

I believe the best landing page tool is WordPress, despite the fact it’s more commonly used for fully-fledged websites it’s a perfect tool for creating landing pages provided you have the right setup.


There are two ways I use WordPress as a landing page tool.


1) Using Beaver Builder plugin to allow me to quickly create a landing page with their drag and drop editor. This way I have complete control, most of my stack is open source. 

2) Using WordPress with Elementor. Similar to how you would use it with Beaver Builder but Elementor has some very nice done-for-you templates so save you even more time.


I personally prefer the workflow and flexibility of Beaver Builder but I do have a soft spot for Elementor too. 


Lewis Goldstein


Lewis Goldstein is the President of Blue Wind Marketing, a full-service marketing and advertising agency. He’s been featured by The Wall Street Journal, Inc. Magazine, American Express and the U.S. Chamber of Commerce. He’s worked with businesses in several industries from local to global brands.



I recommend Unbounce for a landing page tool. It’s reliable, easy to use and customizable. I’ll explain each a little further.


When it comes to reliability, it’s important to have a landing page tool that always works. I’ve never had an issue with it going down.


Some landing page tools can be complicated and have a big learning curve. Unbounce is easy to use and provides many templates to get started with. Whether it’s changing the color of a button or duplicating a page, Unbounce is straightforward.


Lastly, it’s important to be able to customize your landing page specifically for your situation. Unbounce provides many options to customize it so you can have a highly effective landing page.


Nabil Al-Baidhani

Nabil Al-Baidhani is an online marketer and a blogger since 2016. He reviews software and online platforms to help people make an informed and right decisions. Nabil is an expert in SEO, Affiliate Marketing, and blogging

Clickfunnels, Leadpages, and Elementor Pro

Clickfunnels – This is an amazing tool for building not only landing pages but, sales funnels too. It is as simple as drag and drop and enabled those who are non-techy to build landing pages that are quality, amazing, and functional. It costs $97/month on the lower plan

LeadPages – This is also a drag and drops landing page builder. It looks more professional than Clickfunnels, but, you have to have your own website for the landing page to be hosted. It costs $37/month

Elementor Pro – This is not as easy as Clickfunnels and Lead pages, but, once you get the hang of it, you can build landing pages and websites as good as a website developer without knowing how to code. It costs $49/year.


Kevin Tash

My name is Kevin Tash, I am the CEO of Tack Media. We manage many Shopify, Ecommerce brands and online presences for clients.

Leadpage, Instapages, Unbounce.

We’ve used countless landing page tools, and let’s just say they’re not all picnics. Some market to non-technical users and others promise large rewards and conversions.  So the short answer is, depends on your technical skill level. We’ve used Unbounce, infusion soft landing page builder, and click funnels, and they all have their differences. 

The sites that make it easy and give you a step by step wizard with better integrations are what to look for. Does it guide you step by step, does it really walk you through with visual videos and even live and phone support? 

Lead Pages have been quite effective in doing that better than the others that we have used.  It seems to be more user focused if you are a beginner. 

Instapage is a close second when it comes to simplicity and not confusing you about pointing domain names and odd mobile testing features. 

Unbounce: You still have to know what you are doing, and building a landing page and testing can be quite tricky, so unless you have a developer to manage this, the visuals are great but still not quite user friendly when it comes to mobile testing. 

You need support: 

Click funnels, is great when you have a good product and you need help tailoring flows of which you drive traffic to and from to a payment provider. It’s visual, it still takes a specialist to manage, integrate payment and more. Effective for marketing, but building a good visually engaging page is still difficult. 

Overall, its important to understand why you are going to create this landing page and how you are going to track, implement and drive traffic to it. If it’s high performance, it’s important to always have someone to walk you through it. Even if you have to hire them for 1 hour to explain the best tool.


Akiva leyton

Founder of Web Design & Online Marketing firm Media Berries LLC

Hotjar and Tawk.To

Hotjar is a heatmapping and screen recording tool that helps you identify the actions of visitors on your website. On landing pages it is especially useful by helping to identify pain points that may be causing distrust, confusion, or contributing to bounce rates by allowing you to view user’s interactions on your website. In my experience, I’ve decreased bounce rates by 30% by implementing improvements based on data gathered with Hotjar.

Tawk.To is my go-to live chat plugin. Not only is it free of charge, but it also has many features that are perfect for myself and my clients. Some of their features include editing the presentation of the chat icon, customizing the preset messages, and even allowing multiple agents on the livechat to answer all chats coming in.


Monu Rohila

Currently Working as Digital Marketing Manager (SEO, Social Media, PPC) at HoHo Media and Infotainment Agency Pvt. Ltd. I am a Digital marketer and growth hacker with over 8+ years of cumulative experience in the areas of Digital marketing.

Unbounce – Instapage – LeadPages

Landing pages plays an important role for any online business. You can’t simply put out a blog post every week and hope to generate new business. One of the best  is Landing page which effectively collect the email addresses which can be used for email marketing.

But, landing pages can and should be used for most sales pages as well. They often capture lead gen from email campaigns. Because they are used towards the bottom of the funnel, just a small change in conversion rate can have a huge impact on your profit over time.

If we talk about conversion rate then Landing pages have a higher conversion rate than any other blog post or generic page, the conversion rate on landing pages can differ drastically. According to Hubspot research, the typical landing page converts at 5 to 15%, but some landing pages that are highly optimized convert at 30% or above.

So below are the 3 main landing page tool that we will recommend others to use to make building better landing pages easier, and also optimize their conversion rates for more sales or subscribers to your blog post. 


Unbounce is One of the best landing page tools , named to suggest that visitors to their landing pages don’t ‘bounce’ (but convert instead).

Unbounce, along with the other content builder tools I’ve included in this section, feature similar functions.  So, I’ll go over them once here to clarify them. The reason that these tools are so simple to use is that they are ‘drag and drop’ tools. Simplicity like this makes it one of the best landing page tools for beginners which most blog post creators are. You can pick elements (text boxes, images, forms, etc.) from the side menus and simply drag them into a section on your landing page


Our 2nd recommendation to create landing page is Instapage. It offers a pretty limited free plan (instead of a free trial like others do), but has a slightly more affordable ‘basic’ option at $29 per month. It’s probably the best option for a tight budget. Just like Unbounce, Instapage landing pages are responsive. It also has a built-in A/B testing feature, so that you can optimize your page’s conversion rate after you’ve built the first version.


Our 3rd recommendation is most well-known landing page creator among Internet marketers is LeadPages. Many of the top bloggers that you probably follow use this landing page software. The basic plan is comparable in price to the Unbounce, but it’s solely a landing page creator. On the higher tier plans, you get access to the advanced content builder features like A/B testing and Leadboxes (I’ll get to these in a second).

The first major component is the template selection. Not only do they have a huge selection of templates, but you can even sort them by conversion rate. This feature is why LeadPages is among the best landing page tools out there.


Fiona Kay

Digital Marketing Manager at Nigel Wright Group, Europe’s number one consumer & FMCG sector recruitment agency.



We find Unbounce to be a particularly effective landing page tool as it allows us to easily capture leads, it’s affordable and it doesn’t require us as a marketing team to have any development resource to help with building the pages. The additional popups and sticky bars feature that is included as part of the cheapest plan has also proven to be useful in generating further leads. It’s incredibly easy to use with its drag and drop functionality and A/B testing feature and we can quickly create a landing page within a matter of minutes.


James Canzanella


James Canzanella is all about helping you build and grow your online business through the use of software.


There’s a lot of great landing page tools out there, but two happened to stick out the most: ClickFunnels and Kartra.


ClickFunnels is a great pick because of its seamlessness and simplicity. Sometimes learning new software can be challenging, but ClickFunnels does a great job when it comes to their drag-and-drop editor, as well as having hundreds of templates to choose from. Plus, there are many other beneficial features that can help pay for the software itself. A few of those include order bumps, one-click upsell and downsell pages, and even webinars.


Kartra is another solid choice as it’s even more of an all-in-one-platform. Similar to ClickFunnels, its landing pages are simple to create and they’ve even got stellar membership site areas for keeping your content private (expect for customers, of course). Kartra also comes with many unique features such as video hosting, calendars, and even customer help desks.


Regardless of which sales funnel/landing page builder that you end up picking, you certainly can’t go wrong.


Alina Krivopalova

Alina is a marketing manager at FlippingBook. She is interested in social media, link building, and digital marketing.


Tilda and Leadpages. 


Tilda. An easy-to-use platform that helps you create a landing page effortlessly.  You can construct your landing page from different blocks and add anything you need: texts, images, videos, calls to action, and more. Tilda has a free plan for 1 site that will be perfect for you if you want to create an event page or your personal website.


Leadpages. This tool is designed to let you create high-converting responsive landing pages. LeadPages includes integrations with all the major email marketing platforms to help you capture email addresses, phone numbers, and registrations for your upcoming product launches. Wherever you’re publishing content, you can optimize it for business growth by adding alert bars, pop-ups, and opt-in texts.  


Jeremy Harrison 

I am Jeremy Harrison and run a blog called Hustle Life, a resource for people looking to find their perfect side hustle. I started it because, over the past five years, I experimented with different businesses with various successes, and I wanted to help others find the right second job.


I recommend Kartra


As a digital marketer, I have experimented with several sales funnel apps to increase conversions on my site. And for me, Kartra stands out among many. Kartra is my favorite all-in-one online marketing tool. Although it is not the cheapest sales funnel software I have used so far, I find it much more user-friendly than the others. With Kartra, I pay $89 per month (yearly). This is cheaper than what I used to pay for ClickFunnels. The cool thing is, Kartra has much more functionality than ClickFunnels and costs less.


I use Kartra ready-made template and the drag & drop builder to create and customize cool landing pages easily. Kartra also allows me to automate my email – for the Diamond yearly plan, I can send 1,000,000 emails, save up to 100,000 contacts. The similarly priced Clickfunnels version costs $297 per month.


Megan Wagner

Megan Wagner is a 14-year marketing strategist in Dunedin, FL, specializing in marketing strategy/planning, lead generation and conversation marketing. She’s also a professor at St. Bonaventure University in the integrated marketing communications master’s program.

ClickFunnels and Landingi are my two recommended platforms. However, my landing page alternative is Facebook Messenger.

Both ClickFunnels and Landingi have excellent user-interface and advanced connectivity features for traditional landing page builds. However, Facebook Messenger is an excellent landing page alternative for lead capture. I’ve executed several highly successful lead generation campaigns using a series of automated messages that is very easy to set up AND is more interactive than a traditional landing page. Facebook Messenger is said to be one of the fastest growing communications tools, yet very few businesses are using it (or using it to its fullest potential!). Using third-party chat software (my go-to is ManyChat), businesses can build custom messages, ask valuable questions that quickly segment audiences and make the overall lead capture experience more enjoyable for users.


Adhip Ray

Adhip is the founder of He is a startup growth advisor and although he is from a finance and law school background, he delves into marketing too. He has been featured at, FitSmallBusiness and among other publications.


I’d like to suggest MailChimp. Although it is more of an email campaign tool, I find that the landing pages provided by it are more than enough.

Since I have been advising several startups (based in India), I have found most put too much detail into their landing page while building their lists. I feel that a landing page should not consist of any images or videos. Rather, it should consist mainly of a piece of text offering some freebie and another subscribing option.

Basically keep the text which shows why one should subscribe to your blog at the head of your content.

Also, if your image is optimised, a landing page without image will always load faster and I can’t stress more on the importance of a minimalist approach. Also, always make sure to check your landing page speed using the UnBounce landing page speed analyzer. 

As for social proof, it’s best you keep it in text format. I have seen that the minimalist version always boasts a 20% higher conversion rate than any other format. And for creating such a landing page, what’s better than Mailchimp?


Stacy Caprio

Founder of Growth Marketing, who loves to help businesses grow.


Instapage is my favorite landing page tool because it makes setting up the lead collection process so easy and aesthetic. It also makes it incredibly easy for any non-technical person to set up lead page A/B testing, something that is normally left out or glossed over unless you use a software such as Instapage that makes it really easy to do.. 


Kaitlin Senter

Kaitlin Senter is a copywriter & PR specialist for impact-focused businesses. She believes you shouldn’t have to choose between making a sale & making a difference. She has set out to bridge the growing gap between marketing & cultivating change.

Flodesk, Squarespace

Flodesk: Flodesk is a super-simple, well-designed campaign platform. They provide a seemingly endless supply of absolutely stunning templates that can be customized in seconds. Not only are their templates well designed but their placeholder copy is good enough to keep if writing is a struggle for you. I created my first Flodesk landing page in under 10 minutes. Bonus? Their email marketing is just as comprehensive (and simple to use!) so you end up with two, high-converting, easy-to-use marketing tools for the price of one!

Squarespace: What I love about their platform is how intuitive it is to use. No guesswork or spending hours trying to figure out how on earth you’re going to get this page to look how you want. Squarespace is ridiculously affordable, and since it’s a website builder, you can start with a landing page & expand to a full website later, no extra cost! You do need to have or purchase a domain name in order to build a landing page with Squarespace, but if you were going to that anyway, Squarespace is the way to go! 


Samuel Rexford

Sam Rexford is a digital marketing expert and former Dir. of Marketing in the startup and B2B spaces who writes about marketing, sales funnels, and blogging at

Thrive Themes, LeadPages, ClickFunnels

The three best landing page tools on the market today are Thrive Themes, LeadPages, and ClickFunnels. I’ve used all three of these amazing tools and each excels for different reasons and different use cases, so depending on your needs, one or more of these might be perfect for your situation. 

Thrive Themes. Thrive Themes is perfect for anyone building landing pages on WordPress sites. Their page building tool, Thrive Architect, makes building beautiful, high-converting landing pages on WordPress easy, fast, and affordable. Thrive Architect comes equipped with hundreds of pre-designed landing page templates for every need you might have, including webinar pages, lead generation pages, homepage designs, and more. Just select a template with one click and start customizing away for your offers. 

LeadPages. LeadPages provides elegant, fast (and high-converting) landing page templates at a very affordable price. Any marketer can quickly design and deploy almost any kind of marketing landing page they can think of, and with flexible options for deployment, they’ll have no issues connecting their pages to any website or hosting environment. 

ClickFunnels. ClickFunnels is my top choice for any marketer that wants to develop high-converting sales funnels. ClickFunnels goes beyond the traditional landing page tool paradigm of single use pages, and gives you complete sales funnels that you can import with a single click. You can build a high-converting funnel in any niche FAST, including multiple pages, integrations, and content, and you’ll get a top-level view of the entire funnel and how it’s performing. 

Personally I’m using a mix of ClickFunnels and Thrive Themes for my WordPress website and sales funnels, and the synergy between these two tools is amazing. 


David Sandy

David Sandy is a digital marketer and online entrepreneur dedicated to helping others build successful online businesses.


The best landing page tool that I recommend for others is DropFunnels.  The nice part about DropFunnels is that it provides the ability to create both an authority website and sales funnels in the same all-in-one platform.  You can create an unlimited number of landing pages and sales funnels. Not only that, but it includes additional features such as link tracking and membership areas.


Gintaras  Steponkus

SEO & Marketing Expert who loves to know the latest and trendy digital marketing strategies.


My topmost choice is Instapage that serves the best in building a landing page for online marketing and promotional campaigns. It promises ads conversions by up to 400%, by automating 1:1 personalized post-click landing page experiences. Unlike conventional landing page builders, it brings diversity and style to customizable templates for a variety of users. Based on real-time analytical data, it is also accommodating for new entrepreneurs and startups. It provides services like the aforementioned integrations with an affordable package of $79.

Moreover, it is considered the most budget-friendly tool for marketing. It integrates with marketing tools like Google Analytics, Facebook, Google +, Twitter, and much more. If you want to convert the clicks into customers, Instapage is the best tool.


Mike Bran

I am a Sports Fanatic and grew up doing all kinds of sports, from soccer to swimming to basketball


Unbounce & Usage




It is my favorite tool for creating landing pages for one primary reason – variety in features. From creating basic level pages, users could use the A/B testing technique to analyze their results. Dynamic test replacement makes it stand out from other landing pages tools. This feature changes the title of the landing page according to the user’s search query or keywords. For example, if a user searched ‘taking university loan’ and ‘improving university CGPA’ are two different queries. When a user lands on a website, this tool will change the title accordingly. You do not need to make hundreds of landing pages separately. Unbounce will manage that automatically. It also provides a call to action feature and exit intent on the landing pages to increase chances of conversions. 




Users only have to select the desired templates from hundreds of stunning designs. Editing is quite easy, and if you want some section to be added, head to the left-hand sidebar. Create as many headings and call-to-actions as you want for your landing pages and highlight the keywords in them. It will automatically match the user’s intent with the list of already stored keywords and then display the land page accordingly.


Billy Bross

Billy Bross is a business consultant who works with online education companies and course creators. He helps clients enroll more students and grow their revenue.

Thrive Architect and LeadPages

For WordPress sites, I preferThrive Architect. It’s my overall favorite because it’s the most marketer-focused. It’s easy to use, has excellent templates, and is very flexible. Great value, too. And they have a lot of other tools you can plug into your site.

For non-Wordpress sites, it’s LeadPages. Their templates get high conversions and are easy to customize. Plus they have a great split testing feature. LeadPages is perfect for quickly putting up landing pages and driving traffic to them.


Lennart Meijer

Lennart is the co-founder and Chief Marketing Officer of theotherstraw – a social enterprise replacing single-use plastic straws with reusable, ethically-sourced bamboo straws.

Leadpages and Instapage 

Leadpages allows you to develop lead-generating landing pages that integrates with the most common digital marketing tools. It’s easy to use, running on a drag and drop builder. It allows you to A/B test, making it a great option for those wanting to test certain metrics and elements.  

Instapage is a straightforward platform, which can help you create beautiful landing pages without the need for a developer.. Its user friendly, customizable and can truly help you attract leads and drive conversions. Instapage directly integrates to Google Analytics, Facebook Ads and Google Ads – allowing you to run an optimized, coherent campaign. 


Ollie Smith

Ollie Smith’s entrepreneurial journey began at the tender age of 18 years with the help of a loan from the Prince Charles Trust for Young Entrepreneurs.  Since those early days, he has moved on to successfully manage his current business for the last 3+ years.


In my opinion, leadpages is an easy-to-use tool which can be integrated across a number of digital platforms. It allows you to fine tune your campaigns to achieve maximum impact and edit individual pages to make them mobile responsive.  The entire library of plugins provided makes this tool one of the best value for money tools on the market right now.


Kevin Hilton


Owner of Multi Layer Media, an Essex based marketing agency that focuses on lead generation.


Unbounce – For non web/tech savvy users I would recommend Unbounce for any landing page optimisation projects. Unbounce has an array of features that makes building pages very simple, and it also offers easy to setup split testing experiments.  


Samantha Russell

As the Chief Marketing & Business Development Officer for Twenty Over Ten (an online marketing and website development company for financial advisors), I focus on helping business owners and others in financial services understand the value of their online presence and connecting them with the marketing tools and digital solutions they need to effectively manage their brand.

Lead Pilot

Lead Pilot is an all-in-one inbound marketing platform that offers users unlimited brand-centric landing pages. With Lead Pilot, users can create and launch fully responsive landing pages that match their brand’s look and feel without relying on a designer or developer. 

Each landing page built in Lead Pilot also comes equipped with fully customizable time-delayed pop-up subscribe forms and featured sidebar areas that serve as an extension of brands to drive conversions. Additionally, any contact information submitted via the subscribe forms are automatically transferred to a contact database and assigned a LEAD Score from 1-100 to help business owners identify which contacts are most engaged. 

Although developed specifically for financial advisors, Lead Pilot is ideal for businesses in the regulated industries such as insurance, real estate, etc. as all landing pages are archived to satisfy all regulatory requirements and are WORM compliant.


Grafton Robinson

Grafton is the founder of SafariGrowth, an inbound marketing agency for mission-driven startups and non-profits.


My favorite landing page tool is Visual Website Optimizer (or VWO), for a variety of reasons. The first is that it empowers marketers to run and analyze landing page tests without the help of development. Being able to modify a page in their UX and start a test immediately can yield great findings in a fraction of the time it would take if you had to either build a companion page in a CMS, or enlist a developer to make the same change.

Their customer support is also fantastic — every time I’ve had a question about test setup, or how to use some of their tools, they’ve responded quickly and thoroughly. 

Tetyana Ilchenko

Tetyana Ilchenko is a digital marketer and content writer at LiveArt. She is interested in new technologies, web to print industry and marketing.


I have many projects and use Unbounce as it really meets my needs. This tool allows creating custom landing pages. It is an ideal choice both for beginners and advanced users, as there are respective customization options and user-friendly interface. Dynamic text replacement is the one that made a big impression on me. Moreover, landing pages can be integrated with MailChimp, WordPress and more. I need to admit, that landing pages created with Unbounce increased our CTA rate. 


Aqsa Tabassam 

Tech Enthusiast and Digital Marketing Expert




HubSpot is best for making many digital marketing tools but its landing page tool is also awesome. It is a platform for many digital marketing solutions including creating effective landing pages. From finish to start, one can create an interesting personalized landing page within the few minutes by onboarding videos and written content. It has amazing features of templates, easy formating, forms, content creation, SEO, Ads and Facebook integration. 


The platform at large includes everything from CRM to email marketing that literally makes marketing of the website a success. HubSpot offers the cheapest Starter tier with option to build a functional landing page for just a $50 per month subscription.


Kevin Pike

Kevin Pike is President of Rank Fuse Interactive, a digital agency he founded in 2015 after a decade of experience with multiple marketing agencies in the Kansas City area. His expertise includes search and display ad management, WordPress development, content marketing, and SEO.


Google PageSpeed Insights, Google Optimize, and Hotjar


My favorite tools as a digital marketer are ones that audit performance and provide ongoing optimization insights. At my agency, we rely on the three tools below almost daily to improve our landing pages. 


Google PageSpeed Insights – The way Google thinks of your landing page is primarily helpful for organic search rankings. Beyond SEO help, finding ways to make landing pages load faster will help the user experience from email, social, and other marketing channels.


Google Optimize – This is another free tool from Google that is underutilized as a post-production tool. This tool is scalable for simple A/B testing as well as complex multi-variable testing. The best part is complexity doesn’t require advanced coding experience and the analytics insights provide a percent confidence analysis for the winning design.


Hotjar – If your UX designers are into user behavior, mouse tracking, and heat mapping Hotjar is a great tool. They have a free and paid versions depending on the amount of traffic you want to test. Implementation is easy through Google Tag Manager as well as plugins for WordPress and other popular CMS platforms.  

Landing Page Tools FAQ


Growth Marketing

When looking for an email platform, it can get a bit overwhelming. There are many, many email platforms out there, all with different features and pricing. 

We decided to reach out to some email experts and ask them the question: which email platform would you recommend and why?

The Best Email Platform?

The key takeaway is that there’s not one platform that could win the award for the ‘best email platform’. 

Choosing an email platform is like choosing a pair of shoes. It depends on what you’re trying to achieve and what your price range is to pick the right one. 

So, if you go climbing a mountain you want some waterproof hiking boots, while if you go to a 90’s party you’d probably want to go for those Nike Air Max’s.

There are many options available in the market, and the email experts that we reached out did mention a few multiple times. 

Now, let’s dig into the email platforms that the experts mentioned the most.

Small to Medium-Sized Businesses

Now, for email platforms that are suitable for small to medium-size businesses, we have looked at platforms that are more affordable and still offer the most important features.

The email experts that we have asked mentioned the following email platforms that are suited for small to medium-size businesses:

  • MailChimp

  • Constant Contact

  • MailerLite


MailChimp is one of the most well-known email platforms. They have a free starter package that will allow you to add up to 2,000 contacts. From there, you can easily upgrade to a low-cost package that unlocks extra features.

Many email experts have mentioned MailChimp as the go-to platform for small to medium businesses and starters. The UI of the platform is being praised, as well as the guides and support that they provide.

Screenshot of MailChimp website.

Constant Contact

Constant Contact is all about making email marketing as easy as possible. Therefore, it is best suited for businesses that are planning to run basic email campaigns.

In terms of pricing, they are in a similar bucket as MailChimp. They offer a free one-month trial, and their packages start at $26/month.

The email experts that we asked specifically mentioned the user-friendliness of the platform, as well as the good support and the ability to integrate with third parties.

Screenshot of ConstantContact website.



As the name suggests, MailerLite is all about making email marketing as easy as possible for beginners. It has an easy drag-and-drop functionality, which makes it easy to create you campaigns. It also integrates with third parties like Shopify and WordPress, which is perfect for small businesses.

To get started, MailerLite offers a free package which allows you to send up to 12,000 emails per month. From there, there are low-cost packages starting from $10 per month.

Screenshot of MailerLite website.

Medium to Large Businesses

Now, these email platforms are more like an overall marketing platform. This makes them perfect for larger organisations.

The email experts we asked, mentioned the following platforms multiple times:

  • Salesforce Marketing Cloud

  • Oracle Eloqua

Salesforce Marketing Cloud

Salesforce Marketing Cloud is much more than just an email platform. It’s a unified marketing platform, that lets you personalise the experience of your (potential) customers across pretty much everything. It allows you to automate your marketing across many platforms.

The email experts that we have asked are raving the active community and the online resources that are made available. 

Screenshot of Salesforce website.

Oracle Eloqua

Now, Oracle Eloqua is definitely one of the more advanced platforms in the list. Similar to the Salesforce Marketing Platform, it is more than just an email platform. It is a marketing automation platform, that automates the experience across multiple channels.

Oracle provides marketers with a robust network of over 500 partners, representing over 700 integrations. This empowers users to align existing enterprise applications to marketing automation for scalability and extension.

Screenshot of Eloqua website.

What the experts said

Now, let’s have a look at what the email experts had to say about their favourite email platforms.

Diana Conner

Diana is the Director of Email Marketing for Bulldog Media Group. She has spoken at several conferences and has contributed to numerous articles, sharing her knowledge and experience of the continually shifting email landscape. Diana has spent her career living and breathing all things email. With over a decade in the industry, she has been a keen orchestrator of the email marketing symphony.

“A marketer’s email service provider (ESP) is the foundation of all email operations. It’s a critical tool and a major budget item. Frustrations run high if you are not with a platform that compliments your business model. Respondents to a survey from Litmus said marketing limitations with their ESP was third on their list of biggest challenges for 2018. 16% of brands said that changing ESPs was on their list of email marketing priorities for 2018. Issues lie within not having proper customer support or having technical limitations on the email platform. An ESP migration can also be one of the most exhaustive (yet necessary) processes for a team to successfully transition. Whether you are looking to start over or begin for the first time, choosing an ESP is paramount for the successful launch of your campaigns. The market is saturated with ESPs and knowing which ones can help you grow and maintain your customer database can be challenging. Having your goals and marketing plan mapped out before you start your research will help you narrow down which service will be best for you.

Before you even begin to research ESPs take time to have a marketing plan prepared and begin building a customer list to make sure the right email goes to the right person at the right time. That is the crux of email marketing. You can spend all your time planning, creating and hitting send but if the ESP cannot deliver your email it’s wasted effort. Another thing to consider is the right size platform for your investment. Is this a new endeavor or migrating to another system? If your company is growing rapidly you’ll need to think about scale and reaching a larger audience over time. You’ll only want to bring highly engaged data/subscribers to the new ESP. Make sure the list is validated through a data hygiene tool. Never buy or rent lists. Your content should be relevant to your subscribers and a preference center is key for them to let you know how often they want to hear from you. Are you a novice or experienced marketer? Sometimes it’s not just about the budget but also resources. Services like Constant Contact and MailChimp can help you with tutorials, live chat, community support, blogs, and dedicated company reps to answer your questions and teach you about the platform.

Constant Contact “ One of the largest and fastest growing ESP’s in the world. It’s beginner friendly and gives you a robust platform to manage lists, contacts, templates and more. There is detailed reporting, social media tools and an image library available. It has a vast library of resources and offers online training. It allows small businesses to dive right in and navigate the system like a pro. They also offer a 60-day free trial (no CC required) and pricing starts as low as $20 per month.

MailChimp “ One of the most popular providers. They have a great UI (user interface), lots of tools and plenty of support. They offer an easy email creator, autoresponders, segmenting and analytics. An additional feature is setting up delivery time based on user’s time zones and geolocation. There is a huge knowledge base of how-to’s, videos, blogs and tutorials for all experience levels. They have a forever free plan which allows you to send 12k emails for up to 2k customers. Paid plans start at $10 per month. For small businesses, there are a lot of features for a low price to make this a great choice to partner with.

Email marketing is one of the most lucrative marketing tools available worldwide. It is easy to manage, gives you full control of building and maintaining relationships with customers and has a very high ROI. It is especially useful to build brand awareness and provide excellent customer service by offering support, updates and promotional announcements. Choosing the right ESP is imperative to keep costs down and pay for features you use instead of an entire enterprise you may not be ready for. Many services also provide deliverability support and free templates to help you get started quickly and efficiently.”

Marcus Miller

Digital marketing consultant based in Birmingham UK. Focused on helping small business get BIG RESULTS with SEO, Google Ads, Facebook advertising and email campaigns.

“Mailchimp. It’s free for beginners and allows you to create ads, landing pages and email campaigns all in one place. At Bowler Hat (my agency), we focus on helping small businesses so a powerful, low cost tool like MailChimp is a win with many of our customers. 

I am also a big fan of the support and help archives at – from the basic set up to creating detailed automations the help documents will ensure you are never lost in the woods!”

Olly Beckett

For over 15 years Olly has worked with some of the world’s largest brands, including STA Travel and Expedia. He’s managed databases up to 35,000,000 in size and spoken at numerous international marketing conferences. Olly runs, focusing on improving key email metrics, plus advice on automation and machine learning.

“I’ve always had good experiences with Salesforce Marketing Cloud. It has an easy-to-use drag-and-drop interface, but still allows for sophisticated personalisation and dynamic elements, meaning that each subscriber could get an email with content unique to them. Automated emails are also easily set up and managed. Analytics are clear and allow for easy decision making, plus the platform can have numerous other channels plugging in, therefore offering fully-integrated customer marketing. In addition to all this, Saleforce offer good support regardless of whether you’re a huge multi-national, or a small start-up.”

Pat Marcello

Pat Marcello is President and SEO Manager of, a full-service digital marketing and Web development company, since 2011.

“I have used several of the email platforms over the years — AWeber, iContact, Constant Contact, MailChimp, etc. Of all of them, I still like AWeber the best. Their way of doing things just suits Internet marketers better and their UX is better. You can’t get lost in the site looking for things, like you can with MailChimp. 

Another big reason that I like AWeber is that customers can be redirected to whatever you’re giving away immediately. With MailChimp, for example, you have to send a link in your Welcome message. Of course, you should always have a welcome message with a link in your follow-up series, but people like to see your PDF, ebook, or article immediately after they hit that confirmation button (or after opting in if you have your list set up not to confirm).

That said, for people just starting out, I still think that MailChimp is the best choice if they’re watching pennies because it’s totally free up to 2,000 subscribers. I tell my clients to use MailChimp to start, and if they want to move when they reach the subscriber limit, they can export their lists and import them into AWeber, without making list members re-confirm.”

Kateryna Nazarenko

Email marketer from Ukraine, over 8 years experience, data-driven decisions maker, crazy about numbers and analytics.


Simply because it’s a classic of Email marketing SaaS. MailChimp has a separate unit for transactional emails called Mandrill. It can be a little bit expensive for some small business, but you always can try its Forever Free’ plan to find out how it works for your scenario.

I worked at Mailerlite as an email marketing and support specialist almost for 4 years 🙂 But I recommend it for small businesses because it’s very easy to use and start email marketing from the scratch. Mailerlite has a simple Drag-and-drop Email Builder, its automation tools can help you to build sophisticated campaigns with no technical skills required. Also, you can create responsive landing pages, customize beautiful popups in just a few clicks and connect a MailerLite account to other web services (Shopify, WordPress, etc.)”

Crystal Vargas

Crystal has over 10 years of Email Marketing experience working in various capacities for different companies.  She has been a solo email marketer working on strategy through deployment and reporting. She has also worked on teams and hopped around from Deployment to QA and Team Lead.

“I have worked with a variety of email platforms through the years and, while they all have their quirks, I’ve had good experiences with a couple of them.

Cheetah Digital – While working with Cheetah, we had some company limitations to prevent us from using their drag and drop design features but the data side of Cheetah is drag and drop as well, and so easy to work with.  Using filters and grabbing from the data was quick and helped meet timelines. It was also easy to use and train others on for backup. Reporting was detailed and helpful as well.

Salesforce Marketing Cloud – I’ve worked the most with SFMC/ExactTarget and while having to write SQL queries and AmpScript is time consuming and not ideal when on a time crunch, it does allow a level of detail that helps in investigations and data sourcing.  Automation Studio is where most of the work gets done and once you have it all set up, you don’t have to think about it anymore because it runs smoothly.

Another ESP I would like to mention it Iterable.  I have not worked with them yet but I did, just recently, see a demo and would gladly work with them in the future.”

Melanie Diehl

Melanie Diehl, founder and CEO of Melanie & Co Marketing Collective, is an award-winning email marketer and SEO specialist. She and her team create strategic marketing campaigns that help businesses get found and generate leads, both online and offline. In addition to done-for-you services, Melanie has trained 1000’s of DIY marketers in best practices.

“For small businesses and nonprofits, my number one choice for an email service provider is Constant Contact. Constant Contact is dedicated to the success of small businesses and nonprofits. They support Chambers of Commerce, Small Business Development Centers, SCORE and the United Way. The platform is affordable, incredibly user-friendly and their coaches are welcoming and helpful. Not to mention their amazing deliverability, and their award-winning customer service! They have certified solution providers that offer in person training for email marketing and other popular social media platforms. They are constantly releasing updates and additional benefits to the platform, including landing pages, Shopify integration, and more. I encourage all of my clients to use Constant Contact for their email marketing.”

Claire Poorthuis

Experienced Marketer with a demonstrated history of working in the marketing and advertising industry. Skilled in SEO, SEA, Display, Video and Social Media Advertising. Co-Founder of Grid Marketing. Grid Marketing is a digital marketing and web development agency for businesses that wish to acquire more customers and grow revenues through digital marketing and web design.

“MailChimp, it is great for business owners who want an easy to use tool that’s packed with advanced features.”

Nick Crawford

My mission is to help businesses win & retain customers with relevant & engaging marketing. Working with B2C & B2B clients for over 15 years, I have a deep understanding of data-driven marketing & strategic planning with experience across CRM, Direct Marketing & Automation with a specialism in Email and cross channel integration. As a hobby I make balloon models – its from here that Twist Consultancy got its name.

“ In the latest The Relevancy Ring “ ESP Buyer’s Guide 2019, Enterprise Edition, when marketers were asked for their top 10 selection criteria “expertise in our industry’ came in 2nd highest. It’s here that Ometria as a specialist in the e-commerce vertical, differentiate themselves from many in the pack.

They handle data like nobody else, focused on the retail needs,= across structure and output. Cohort insight, recency frequency and value analysis and product based next best actions, are all ‘out of the box’ segmentation tools.

On top of this they use AI (a much hyped buzz) to real world effect, enabling propensity and predictive actions in a way that makes the life of a retail marketer much simpler, effective and successful.”

Luke Harrison

Luke operates as a delivery lead where he helps to manage the effort of marketing and development teams. His career has spanned nearly every side of the “email” industry from working at an email service provider, email marketing agencies to holding email marketing roles across retail and finance.

“This answer depends entirely on the requirements of the individual or business but lucky for you we can break this into two categories. Within each, I have a preference.

Small to medium enterprises:

MailChimp is king here. With the ability to integrate into multiple e-commerce platforms you can be sending abandoned cart emails like a pro without the need for a digital transformation project that will end in 2035.

Whether you’re running an online store from your living room or working in an established retail environment you need speed to market.

It’s the ability to get you the web behavioural data to achieve the bottom line with minimal effort that can’t be understated.

Large businesses:

Go for the cloud. Salesforce Marketing Cloud that is.

With hands down the most active community and fantastic online resources, your current power users and developers can find everything they need online to fully leverage the functionality of this platform.

That said this isn’t something you should just purchase and migrate into. You’ll need to carefully work out how you can implement this product within your business.

Let the platform do everything and simply give it the data it needs and you’ll see the results.

If you let business requirements dictate the setup of the platform you’ll be restricted in the functionality you can use which is the whole point of using a tool such as this.”

Mariana Santiago

Mariana Santiago is an email marketer from New Orleans. As an email copywriter and strategist, she’s worked with a diverse group of businesses to create thoughtful, intelligent email marketing strategies. Mariana specializes in helping businesses meet their customers along every step of the customer journey through targeted campaigns and workflows.

“There’s no one-size-fits-all answer to which is the best ESP or EMS for my business?. It depends entirely on what your business’s needs are and what you need your EMS to do for you. That being said, there are a few I like better than others.

I think Klaviyo’s great for ecommerce brands. They do an amazing job of training their agency partners, so your business will be able to find someone to help you with all of your Klaviyo needs. The integration with Shopify works wonderfully. Klaviyo flows are easy enough to set up if you’re at all familiar with marketing automation. It offers the ability to back-populate flows, which I’ve found super helpful.

For B2B, I think Salesforce Pardot is often a good choice. Their website tracking tool is great for figuring out which of your website pages are working for you and which aren’t; their URL encoding tool is helpful in figuring out if people are actually engaging with the links you send them; and Engagement Studio is an AMAZING tool for creating a nurture series. 

I also like Infusionsoft aka Keap “ it’s nice to have your CRM and your email marketing all in one place. Marketing automation isn’t quite as easy to set up in Infusionsoft, but it’s still a great program.”

Iliana Whalley

Iliana is a CRM professional and Marketing Automation expert with over 12 years of experience helping businesses improve their marketing communication efforts.

“I recommend Listrak because it provides a happy medium between a basic ESP and an enterprise level ESP. It offers automation which is key to any email marketing program and it is list-centric so it is easy to keep track of who is on what list. For what it offers it is reasonably priced. Listrak is a great platform for mid-size businesses that don’t require a lot of customization.”

Jacqueline Fassett

I help Non-profits grow and scale with automation.


Mailchimp for small organizations (less than 10 staff)

Pardot for larger organizations”

Mandy Plugge

Mandy Plugge is a Senior Digital Consultant with more than 10 years of work experience in various digital positions, based in the Netherlands. Started as allround online marketer, she has been a freelancer since 2016 where she assists companies with various digital issues, ranging from CRM to Project Management to Online Strategy.

“Selligent – Selligent is a very user-friendly CRM tool with many options. Email marketers can make maximum use of every interaction with consumers. This allows you to easily deliver personalized and interesting customer experiences through all channels. Over the years I have seen Selligent making beautiful steps, focused on the future.”

Jenny Lassi

With over 20 years of experience, Jenny Lassi doesn’t mind being called a ‘seasoned’ digital marketing professional. As the digital marketing strategist for Infinity Direct, she has a passion for finding the right solution for each situation and solving client business problems with technology.

“B2C/Retail: Blucore because behavioral and machine learning triggers are unmatched by any other platform in the space. B2B: Upland’s Adestra for non-html savvy marketers or Mapp Digital’s BlueHornet for advanced users who know html.”

Tom Ehart

Director, Marketing Communications at Blue Pillar, Inc.

“I have used numerous email platforms over the years including Vertical Response, Real Magnet, and others, and have found HubSpot to be the most efficient and easy to use. Other platforms were quirky, limited in their templates and editing capabilities, didn’t translate well to mobile, and didn’t integrate as well with SalesForce. Time and again there would be lot of extra work that needed to be done on the back end to enable these platforms to provide the type of functionality and lead capture that we needed. And then I started using HubSpot and everything I needed was fully integrated and super easy to use. I highly recommend HubSpot for anyone looking for a great email platform!”

Bram Menco

As a Marketing Automation Specialist I am responsible for e-mail marketing and marketing automation at (the Netherlands, France, Germany, Italy and Spain). This includes coming up with projects, creating and implementing e-mail strategies within my portfolio. In addition, I also participate in the branding team and I am responsible for customer retention.

“I recommend the Dutch e-mail software Copernica. The possibilities are endless software for our company ( As a marketer, for example, you can easily and quickly build up and send emails in the drag-and-drop environment. If you want to create more complex templates, then that is also possible with the Publisher environment. In it you can create your desired dynamic and personalized templates with HTML.

The software is well-arranged and self-evident with your own database (without limits). The marketing automation can be set up super-fast and is easy to test.

Copernica’s good service and support is perhaps even their flagship. They respond very quickly and think well in solutions.”

Ben Harrinfton

Ben is a freelance email marketer with over 12 years of marketing experience,  But his true passion was email and became a freelancer three years ago and hasn’t looked back since.  He’s worked with businesses big and small, locally and internationally helping with everything email related.

“This is a tough question because it really does depend on the company and what you want from it.  If you are starting out and just send the odd email here and there then something like Mailchimp, Mailerlite or Zoom would probably be perfect pricing starts from free and are all relatively easy to use.

If its an in depth B2B email marketing tool I can recommend Zoom again with its excellent CRM functionality and AI features or Active Campaign is also a great shout with its excellent automation set up.

If your business is more ecommerce then you wouldn’t go wrong with looking at Klaviyo or Omnisend for the one step on from Mailchimp, they’ve both got inbuilt features that are great and can save you a lot of time.”

Fernando Rubino Pereira

More than 5 years experience working with email marketing strategies and best practices.

Starting with the concept and implementing process of lead generation campaigns, welcome series, develop, retain and analyse the user value cycle, winback campaign strategies, AB testing, Ampscript, Sales Force Marketing Cloud (SFMC), data analysis and more.

“This question is pretty personal. I would say depends.

It depends about a lot of factors.

If you are beginner, or the company is small, or the team is small, I would recommend a simpler/ basic Email platform. Which is normally more friendly use, as examples: Mailchimp, Splio, and others.

If you have an intermediate level, some experience, also good resources in the company, you can start using the big tools such as Adobe, Salesforce Marketing Cloud, and others.

I used to say: The Email platform is like to drive a Ferrari. You can’t really drive this car if you don’t have driver license and experience. Go for the simple one.

Email platform is the same.”

Priya Bransfield

Email Marketing Specialist

“Top 3 platforms that I like to work with;

1) Silverpop (Acoustic) – this is the first platform that I ever used for email marketing. So there is a bias towards it but it’s stands it’s own ground. Not only is it a robust platform that delivered on all email platform capabilities but it’s progressed into a fantastic marketing automation platform that delivers what is promised by most platforms.

2) Marketo – this is a new found platform for me. It is great for B2B as it has a really flexible drag and drop template functionality. Data feeds are easy to integrate with Salesforce and the overall usability is really user friendly. There are some intricacies that are very Marketo specific but with use these get easier and easier to remember and to work around if needed.

3) Eloqua is probably the next platform that I would recommend. It’s marketing automation flows are great as they allow great flexibility with what they can do. I haven’t personally set up campaigns in the platform but I have managed teams that have set them up. Knowing the technical functionality behind the platform gives me the knowledge that this is another platform that is worth the paper it’s written on. A robust platform that has a great scope for what you want to deliver. You just need to set it up.”

Jonathan Pay

Jonathan is the world’s first second-generation email marketer, with over 14 years of experience across the industry from vendor to agency.

“I am vendor agnostic as an email marketing consultant“I work with whatever the client uses or help them to find the ESP that fits their needs“so this is a tricky one because the answer is really, “it depends.” Though, with that out of the way I personally really like Moosend. They’re a MailChimp equivalent, though they’re a bit cheaper and they have a few more features going for them than MailChimp does, so I definitely think they’re worth checking out.”

Melinda van Z.

Email marketing specialist at Toolstation Europe. Responsible for e-mail marketing but also content creation for the website. Also responsible for creating the connection between online and offline marketing channels.

“Personally I prefer to work with Emarsys, it is a British company located in the heart of London. The reason why I prefer to work with Emarsys is the additional options that they give in order to work with the platform. It is very easy to combine it with other online channels (Google Ads, Social) and even combine your print marketing with Emarsys is an option.”

Earl Flormata

Earl Flormata is known as the Evil Marketing Genius.

With a 70 million dollar track record in selling everything from software to reusable art boards, he’s a one man army for hire to help your business bring in more sales.

“Hiveku because of their AI capability and hooks into automation. AutoKlose because of their database structure and ability to generate endless lists to email for b2b. And for the beginners I’d say mailchimp because of ease of use and excellent UX/UI.”

Monique Hulshoff

Monique Hulshoff is a freelance online marketer mainly operating in the automotive and publishing industry in the Netherlands.

“I have experience in several email platforms such as Copernica and MailChimp, however i recommend DMdelivery by Webpower. It’s easy to use and has really expanded it’s possibilities over the past few years, so it’s shifted from being an email marketing tool to a real marketing automation tool. The flows are easy to build and monitoring and feedback is excellent.”

Alexander Bekhterev

Alexander is a digital marketer with over 8 years of experience in multiple areas “ from agency services and strategy, to platform integrations and support. During his career in the U.S. and Russia, he worked with the largest global brands such as L’Oreal, Payback, Office Depot, S7 Airlines,, and Plenti.

“In my career, I had a privilege to work with multiple marketing platforms of different grades. In the last 8 years, my team and I helped migrate over a hundred businesses from different marketing platforms to Emarsys. Being part of marketing agencies in the past, I also had a privilege to experience even more email service providers, both B2C and B2B. Overall, I had direct experience with Bronto, Exact Target / Salesforce Marketing Cloud, MailChimp, Klaviyo, Unisender, Marketo, Act-On, Hubspot, and Eloqua.

As one might think, I have no intention in asserting that Emarsys is the best in the field just because I work for the company. And before anyone could answer the question: Which Email platform can you recommend and why? we have to ask our readers: What are your goals? What are your pain points? What are you trying to achieve? What is the long-term plan? What is your budget? It is important to mention, companies like Salesforce, Emarsys, and some others are no longer even considered to be just Email platforms. They offer omnichannel communications, personalized recommendations, automations, and other bells and whistles. Without knowing your needs, it is hard to prescribe the perfect medication. A few years ago, my company needed a tool to manage projects globally in the cloud. What did I do? I created an RFP with all the requirements and talked to about a dozen of different vendors, sharing my profile with them and checking boxes in the spreadsheet with requirements.

Hence, I may not be able to tell you who the winner is, but at least you’ll be equipped with the knowledge to make your own choice. Just like in UFC “ there is no absolute champion in the tournament but there is one in each weight category. In the world of email marketing software those categories are: vertical (ecommerce, travel, finance, healthcare, etc), business type (B2B/B2C), list size (small, medium, large), channels (only email, omnichannel), company size (small, medium, enterprise).

If we are looking at entry level B2C (and even B2B) solutions, MailChimp does the job and does it pretty well. The company offers an intuitive UI, a very detailed help portal, and reasonable prices. Although late to the market, now they offer automations, and if I was a small startup, I’d probably pick them for my own needs.

For B2B needs of different kinds, you might be picking among Hubspot, Eloqua, Marketo, Pardot, and Act-On. They are all different yet intended for the same needs: B2B marketing automation. While Pardot and Eloqua might be too much and too expensive for an average business, lots of companies choose Hubspot or Marketo as they offer great value for the money.

The toughest battle is in the mid-size to enterprise level B2C marketing segment. Here we have Listrak, Bronto, Sailthru, Oracle Responsys, Adobe, Salesforce Marketing Cloud, Emarsys, and a few other players. While being in the same sector, all solutions have different price points and different offerings. For mid-size companies, Listrak, Bronto, and Sailthru could be a fit. Adobe and Oracle tend to serve large scale businesses, and those running Salesforce Commerce Cloud might benefit from synergy effects with the Salesforce Marketing Cloud. Emarsys is well known in Europe and APAC but is relatively new to the North American market. It is largely focused on serving E-commerce, Retail, and Travel verticals and introducing cutting edge tech like AI-driven automations and high degree of personalization across all channels (Email, SMS, Web, Mobile Push, Direct Mail). Again, if you need to simply batch and blast emails “ you don’t need Emarsys, Salesforce, or other sophisticated platform. However, if you’d like to have business intelligence, website recommendations, automated flows, and much more “ these companies should be on our shortlist.

Recently, Forrester published the Forrester Wave: Cross-Channel Campaign Management report for Q4’2019 and listed all the vendors where you can look for pros and cons for each. You can get this report absolutely for free here.

As you can see, there are quite many choices in the market. And if I were to say, for example: Mailchimp is the best, people from large enterprises would give me a weird look. On the opposite side, if I stated something like everybody, go with Salesforce Marketing Cloud small businesses would not get it either, rightfully so. Therefore, my recommendation is the following: make sure you 100% understand what you need and what your budget is. And by understanding I mean “ literally know every single detail you need based on your current business use cases and future plans. I know companies who would come into discovery meetings unprepared and say: we need reporting. Three months after the deal was closed, they would come back upset and say they needed OLAP style reporting. Who would know? The key to save yourself frustration and to execute your marketing automation successfully is to know what you need without any ambiguity. There is no perfect platform but you should know what you can and cannot sacrifice within your budget. Happy shopping!”

Nathan Prout

Nathan is an Email Developer with over 6 years’ experience in both B2B and B2C. Currently at the UK’s leading Gym he works on multi channel communications with the CRM team. He has worked with platforms such as Braze, MailChimp, YesMail’s 360i, Pure360, Campaign Monitor and some experience in Salesforce. 

“I recommend Braze. It has very similar features to the popular Salesforce but with better technology. Compared to other ESP the platform is so much simpler and easy to work on. Being able create edit the segments easily allows trigger campaigns to continue when having to include specific exclusions.”

Warren Cottis

Warren Cottis is a Specialist in helping businesses release the Trapped Sales Potential in their database. An updated  is launching very soon with checklists to improve your results.

“There is no Best Email Platform in my opinion because Email Marketing is constantly evolving.

So the Best Email Platform at any point in time is the one that allows an Email Marketer’s Skill Level to be tested and to grow. Usability is paramount!

What is the Best Email Platform?  is very much a Subjective question that is relative to an Email Marketer’s experience or a Business’s experience with email marketing at a particular point in time.

Technology is very secondary to Copywriting and the Ability to Engage with an Audience. 

After acknowledging the importance of good Copywriting, let me say that Technology plays a valuable role in Segmenting your subscribers either by having them in separate lists or by the newer norm of adding tags to their profile.

So after list segmentation functions, Autoresponder or Triggered Email functions are a must for every platform I would avoid the Free platforms that entice new players and don’t allow these functions. They usually don’t allow a triggered email Welcome message as the first step in the relationship.

No email platform technology will deliver a great result only a marketer dedicated to email marketing will achieve that.”


Email Platforms FAQ


Growth Marketing
There it is, after weeks/months/years of pre-development your startup is ready for launch.

Now, how are potential customers going to find you?

Here are 4 growth strategies you can implement for your startup:
  • Viral

  • SEO

  • Paid advertising

  • Partnerships

1. Viral

Going viral” – it’s probably one of the hippest terms in the marketing world nowadays.

Lots of followers added to your brand with the click of a button. Free publicity around the web. It’s the dream for every startup.

And all because of a single post on social media right?

The truth is that “going viral” only rarely happens overnight. Most things that look spontaneous, are actually backed up by a well-planned marketing strategy.

What makes things go viral?
One of the most successful viral marketing campaigns was the “Ice Bucket Challenge”. Chances are that you have seen at least one movie of a person throwing a bucket of ice cold water over themselves. This was started by Pete Frates, to raise awareness for ALS.

The best-seller Contagious: Why Things Catch On of Jonah Berger, describes six factors of why things go viral:

Jonah Bergers six stepps to virality.

These six factors form the acronym STEPPS.

The “Ice Bucket Challenge” checks all of these boxes:

  • Social Currency – it shows that you’re a risk taker.

  • Triggers – it’s funny to see your friends throw a bucket of water over themselves.

  • Emotion – there’s an underlying thought of charity.

  • Public – throwing a bucket of water is something you can easily do yourself.

  • Practical Value – raising awareness for ALS.

  • Stories – there’s a deeper story behind it.

  • How to make things viral – the snowball effect

Viral marketing is all about word of mouth.

Like a snowball, your message will get picked up by more people and your reach gets bigger and bigger over time.

As a startup, you will have to make sure that the original content gets picked up by as much as possible people:

  • Create a large initial followers base on social media.

  • Collect email addresses of your website visitors.

  • Promote visitors and followers to invite other people.

  • Use call-to-actions in your post to share with others.

  • Make sure your messaging follow the STEPPS principle.

2. SEO

As a startup, there are a few ways to grow your business organically.

Organic means that potential customers will be able to find your product when they’re looking for it, or at least it’s on the top of their mind.

Increase your Google organic rankings

Depending on your business model, Google might be your best source to get organic traffic.

Optimising your website for SEO means that you get ranked for relevant search queries in Google.

Search Engine Optimisation image.

In order to optimise your website for SEO you can:

  • Optimise the meta tags on your website.

  • Create content and become an online authority.

  • Optimise that content to get ranked for particular keywords.

  • Create backlinks from other websites.

  • Improve the loading time of your website.

SEO is a long-term investment, where you have to invest time (and sometimes money if you’re using an agency) to improve your ranking. As a startup, you’re likely to have a new domain name which means you’ll have to build up credit before Google will give you a high ranking.

3. Paid advertising

Paid online advertising is the way to get relevant traffic to your website immediately. Depending on the business model of your startup, there are a few tactics you might want to consider:

Google Ads
The Google search network is one of the most targeted ways of advertising on the web.

You will have the ability to only target people that are actively searching for your product or service. As with any form of PPC advertising you will only have to pay when someone actually clicks on your ad.

Google Ads is the perfect platform to test different keywords, ads, landing pages etc. When setting up the right way you’ll be able to optimise your campaigns significantly based on the data and get more bang for your buck.

Facebook & Instagram Ads
If you have a very specific audience that you target, you might want to consider running ads on social media.

Facebook & Instagram give the opportunity to set up very specific audience lists based on demographics, interests and much more.

Social media advertising for startups.

For startups that are launching a product in a relatively unknown market this might be a good option, as the Google search network might not be able to give you much relevant traffic.

Google Display Network (Remarketing)

The Google Display Network (GDN) contains millions of website all over the world. You’re able to show ads to your target audience when they’re browsing around the web.

When you get started I wouldn’t recommend starting with generic display advertising. There are a lot of ways to target your ads, and finding the one that works for you requires a lot of testing, which means it could cost you a lot of money. However, you can use the GDN for remarketing ads.

With remarketing you’re advertising for people that already visited your site. As they’re already familiar with your brand they’re more likely to click your ad and convert. Your CAC (cost of acquiring a customer) will be significantly lower compared to generic display.

4. Partnerships

As a startup, you might want to start building partnerships to grow your business.

Although partnerships are sometimes hard to get off the ground (and require a lot of time investment), they might turn in your most profitable channel.

A partnership is often based on a commision, meaning that there’s a low risk from your end. If a partner is unable to get your sales or leads, you simply don’t have to pay them.


Growth Marketing
On Friday 30 November and Saturday 1 December 2018 Vazooky Digital was present at StartCon 2018.
StartCon is Australia’s largest startup and growth conference.

The 2-day conference featured world-famous speakers for some of the largest companies in the world, 600+ startups, startup pitches, hackathons and startup awards.

Now, it’s impossible to see all the speakers during these 2 days. However, from the speakers I did see, there were a few that stand out.

Krista Seiden – Measurement for Growth: The AAA Growth Framework

Krista Seiden is an Analytics Advocate for Google.

In her talk, she dug further into the possibilities of Google Analytics and Google Tag Manager with examples from personal experiences. She showed how tracking can help you to accelerate the growth of your company.

Setting up additional tracking can also help you to identify budget. Even when you think you don’t need it at first.

Obviously, this is a topic that is close to our heart, as data is the core of what we do.

Krista gave a similar chat on OMR 2018, which you can see here:


Jay Samit – Exponentials Disrupted: Strategies for Billion Dollar Success in the Era of Endless Innovation

Jay Samit is the bestselling author of Disrupt You!.

He went through how quickly innovation is progressing in our era and how you can benefit from this and grow your business.

Our favourite phrase? Data beats opinions.

Here’s a TedX Talk of Jay Samit to give you an impression: 

Craig Blair – A billion dollars was invested into startup Aus in 2018 – which companies got funded and why?

Craig Blair is a co-founder and managing partner of Airtree Ventures, an Australian venture capital firm.

At the end of day one, he gave an overview of the funding landscape in Australia in 2018.

Overall there are more dollars invested in 2018, which is good news for startup founders. However, a larger portion is going to Series A and B funding.

Seed funding is getting a smaller portion and this a trend that seems to continue. Investors seem to be investing in more mature companies than before.

Holy Chen – Paying for Growth: when should you use it and how?

Holy Chen is the Head of Digital at Slack.

She gave a talk about the many strategies one can use to drive growth. See dug in deeper in which marketing channels you should use, when you should start using them and with which tactics.

Again, just like Krista’s chat, this is a topic that is close to our heart.

April Dunford – Positioning for Startups: How to make complex products obviously awesome!

April Dunford is the founder of Rocket Launch Marketing. She is a consultant, entrepreneur, board member, angel investor and advisor.

She gave one of the most honest and funniest talks on StartCon 2018. With personal examples, she talked about how you can slightly tweak your products to make them awesome for your potential customers.

These tactics have helped her to build and grow several startups in the past.


Google Ads, Growth Marketing
When talking about search volume, Google has the majority of the vote.

Within Australia roughly 94% of 2016’s online searches were done using the search engine giant. Microsoft’s Bing Ads follows with just over 4%.

For search advertisers Bing Ads might give you that extra volume to boost your conversions. However, using another advertising platform also doubles the time and effort of setting up and managing your campaigns.

Therefore, is it worth going the extra mile to get started with Bing Ads?

Image that shows going the extra mile for Bing Ads.

Bing Ads, how it works

For who is familiar with Google Ads, Bing Ads works pretty much the same.

You can set up an account for free and gain access to their platform instantly. Once you’re logged in to the interface you’ll notice that the account structure is similar as well.

The main thing to remember is that Bing Ads uses its own conversion tracking. There’s no way to import goals or data straight from Google Analytics.

So before launching any campaigns, you will need to add the Bing UET tag to your site.

Comparing Bing Ads with Google Ads

Bing won’t be able to give you the same volume as Google Ads.

However, in the past, I have been running successful ads on Bing for several advertisers. Due to the low market share, it’s obvious that the amount of times your ads are being served is a lot lower on Bing.

As there are fewer advertisers using Bing Ads the average cost per click tends to be lower than Google Ads.

Here’s per country a benchmark of what you can expect from Bing Ads compared to Google Ads:

  • Australia: -92% fewer impressions than AdWords. Average CPC is 41% lower.

  • United Kingdom: -87% fewer impressions. -27% lower average CPC.

  • United States: -43% fewer impressions. -16% lower average CPC.

Is it worth it to use Bing Ads?

This really depends on the type of advertiser that you are.

For large advertisers that are targeting worldwide, this is a no-brainer. Yes, you should be advertising on Bing.

Especially in the United States Bing has a decent market share and can offer you more search volume. Combined with the lower average cost per click you’re likely to get conversions for a lower cost as when using Google AdWords.

For regional advertisers within Australia, I would hold off on this, depending on the knowledge you have in-house. Unless you reached your limits with Google AdWords already, there’s no point in managing another search advertising platform.

Because of the low market share of Bing Ads in Australia, the number of clicks and conversions you’d be able to get remains low.

Need help improving your campaigns? As a boutique Bing & Google Ads agency we can def help you out, get in touch today.