When it comes to conversion optimization tools, the age-old question remains: are you getting enough bang for your buck? Unbounce has established itself as a leading landing page builder, but understanding its true value requires a deep dive into its pricing structure.
In 2025, staying informed about current pricing is more crucial than ever, as software companies frequently adjust their plans, features, and limitations. Making the wrong choice could cost you hundreds or even thousands of dollars annually.
This comprehensive review breaks down every aspect of Unbounce pricing plans, helping you determine if this conversion platform aligns with your marketing budget and business needs.
What Is Unbounce Anyway?
Unbounce is a specialized landing page building platform designed to help marketers create, publish, and test high-converting landing pages without requiring developer assistance. At its core, Unbounce offers drag-and-drop functionality for creating landing pages, popups, and sticky bars, complemented by A/B testing capabilities and AI-powered optimization tools. Businesses typically use Unbounce to capture leads, increase conversions, and run targeted marketing campaigns. The platform stands out with its Smart Traffic feature that uses AI to automatically route visitors to the landing page variant most likely to convert based on their attributes.
Why Unbounce Pricing Matters for You
- Manage Your Budget – Understanding Unbounce tiered pricing structure ensures you’re not overspending on features you don’t need or underspending on capabilities crucial for your marketing success.
- Match Needs to Costs – Each tier offers specific traffic limits, user seats, and feature sets that must align with your current campaign volumes and team size to maximize ROI.
- Assess True Value – The right plan can dramatically improve conversion rates and campaign performance, potentially delivering returns that far exceed your investment.
- Avoid Unexpected Issues – Being aware of traffic limitations and automatic upgrade triggers prevents surprise charges and ensures uninterrupted campaign performance.
Unbounce Pricing Plans
BUILD
Cost: $74 per month / $99 per month billed annually ($1,188/year, saving $25/month)
Usage Limit: Up to 20,000 visitors per month, 1 user, 1 root domain
Includes:
- Drag-and-drop landing page builder
- Unlimited pages
- Popups and sticky bars
- Smart Copy (AI copywriting)
- Over 100 high-converting templates
- 1,000+ integrations
- Custom scripts and pixels
- Custom code and styling
- Phone, email, and live chat support
Limitations: No A/B testing, single user only, limited to one domain
Best For: Small businesses or solo marketers just starting with dedicated landing pages who need basic functionality without advanced testing features.
EXPERIMENT
Cost: $112 per month / $149 per month billed annually ($1,788/year, saving $37/month)
Usage Limit: Up to 30,000 visitors per month, 3 users, 2 root domains
Includes:
- All BUILD plan features
- Unlimited A/B testing
- Unlimited variants
- Manual traffic allocation
- Confidence intervals
- Dynamic Text Replacement
- Conversion insights & reporting
Limitations: No AI-powered traffic optimization, fewer users than Optimize plan
Best For: Growing businesses with dedicated marketing teams who need to run conversion experiments and have evidence-based optimization strategies.
OPTIMIZE
Cost: $187 per month / $249 per month billed annually ($2,988/year, saving $62/month)
Usage Limit: Up to 50,000 visitors per month, 5 users, 3 root domains
Includes:
- All EXPERIMENT plan features
- Smart Traffic (AI optimization)
- Page, popup, & sticky bar scheduling
- Advanced triggers
- Advanced targeting
- Industry benchmarking
- Audience insights
Limitations: Lower visitor capacity than AGENCY plan, fewer domain options
Best For: Established marketing teams needing sophisticated conversion optimization tools and AI-powered traffic routing to maximize campaign performance.
AGENCY
Cost: Starting at custom pricing (contact sales for quote)
Usage Limit: Starting at 100,000 visitors per month, 5+ users, 20+ root domains
Includes:
- All OPTIMIZE plan features
- Unlimited collaborations
- Access to implementation services
- Listing in Unbounce agency partner directory
Limitations: Custom pricing may be higher than standard plans
Best For: Marketing agencies managing multiple client accounts who require scalable infrastructure, white-label options, and specialized support.
Monthly vs. Annual Billing: Saving Money
Unbounce offers two billing options: monthly flexibility or annual commitment with significant savings. Choosing annual billing can substantially reduce your costs over time.
For example, on the popular EXPERIMENT plan, monthly billing costs $112 per month (totaling $1,344 annually), while annual billing costs $149 per month ($1,788 total). This represents a savings of $444 per year, or effectively a 25% discount. The savings increase proportionally with higher-tier plans, with the OPTIMIZE plan saving you $744 annually when billed yearly.
The tradeoff is committing to a full year, which may be less ideal if you’re still evaluating whether Unbounce meets your needs long-term. However, with the 14-day free trial, you can thoroughly test the platform before committing to either billing option.
Unbounce Pricing vs. Competitors
Unbounce vs. Instapage
- Starting price: Instapage starts at $199/month (billed annually)
- Notable differentiator: Instapage offers more advanced collaboration features and team workflows
- Instapage provides more enterprise-level features but at a significantly higher entry price point than Unbounce’s BUILD plan.
Unbounce vs. Leadpages
- Starting price: Leadpages starts at $49/month (billed annually)
- Notable differentiator: Leadpages includes website building capabilities, not just landing pages
- Leadpages offers a more affordable entry point with website functionality but lacks Unbounce’s advanced AI optimization and testing depth.
Unbounce vs. ClickFunnels
- Starting price: ClickFunnels starts at $97/month
- Notable differentiator: ClickFunnels focuses on complete sales funnels rather than individual landing pages
- ClickFunnels emphasizes comprehensive funnel building but doesn’t match Unbounce’s conversion-focused AI and testing capabilities.
Unbounce vs. Landingi
- Starting price: Landingi starts at $29/month (billed annually)
- Notable differentiator: Landingi offers lower-cost plans for smaller businesses
- Landingi provides a budget-friendly alternative but lacks Unbounce’s Smart Traffic AI optimization and comprehensive conversion tools.
So, Is Unbounce Pricing Worth It? My Take.
After thoroughly examining Unbounce pricing structure and feature set, I believe it offers solid value for specific types of businesses. The BUILD plan ($74/month) delivers excellent fundamentals for small businesses just getting started with conversion optimization, while the EXPERIMENT and OPTIMIZE plans provide increasingly sophisticated tools that justify their higher price points.
Businesses with moderate to high traffic volumes will find particular value in the Smart Traffic AI optimization available in the OPTIMIZE plan, as the potential conversion rate improvements can quickly offset the investment. However, very small businesses or those with minimal traffic might find the entry price steep compared to some competitors.
The sweet spot appears to be the EXPERIMENT plan for growing businesses serious about conversion optimization but not yet needing advanced AI capabilities. For agencies, the custom AGENCY plan provides necessary infrastructure for managing multiple clients, though the custom pricing requires direct negotiation.
Quick Questions You Might Have
Does Unbounce offer a free trial?
Yes, Unbounce offers a 14-day free trial that provides full access to all features in the BUILD, EXPERIMENT, or OPTIMIZE plans. A credit card is required for the trial.
What happens if I exceed my traffic limits?
If you exceed your plan’s traffic limits, Unbounce will automatically upgrade you to a plan with higher limits for the next billing cycle.
Can I switch between monthly and annual billing?
Yes, you can switch from monthly to annual billing at any time to take advantage of the 25% savings. Switching from annual to monthly typically occurs at the end of your annual commitment.
Is it easy to upgrade or downgrade my plan?
Yes, Unbounce allows you to upgrade at any time. Downgrades typically take effect at the end of your current billing cycle.
What kind of support is included with each plan?
All plans include phone, email, and live chat customer support. The AGENCY plan also includes access to implementation services.
Is Unbounce GDPR compliant?
Yes, Unbounce provides GDPR compliance support through its functionality to help you maintain regulatory compliance.
Are there additional costs for professional services?
Yes, Unbounce offers professional services for onboarding, page migrations, and page redesigns at additional costs. These are particularly relevant for the AGENCY plan clients.
Wrapping It Up: Your Unbounce Decision
Unbounce’s pricing structure balances powerful conversion tools against a moderate investment, with plans designed to scale as your business grows. For marketers serious about conversion optimization, the platform’s capabilities—particularly its AI-powered features and testing tools—offer potential ROI that can significantly outweigh the costs.
I recommend starting with the 14-day free trial to experience firsthand how Unbounce can impact your specific conversion goals. Pay particular attention to the implementation experience and how your team interacts with the platform to assess long-term fit.
Whether you’re creating your first dedicated landing page or optimizing hundreds across multiple domains, Unbounce has a plan that can accommodate your needs—just be sure to align your selection with your actual traffic volumes and growth trajectory.
