Unbounce: What It Is, Pricing and How to Use It (2026 Guide)

What is Unbounce?

Unbounce is a landing page builder and conversion rate optimisation platform. You build standalone pages, popups and sticky bars in a drag-and-drop editor, publish them to your domain, connect form leads to your CRM or email tool, and test versions against each other to see which converts better. Its AI feature, Smart Traffic, goes a step further than classic A/B testing by routing each visitor to the variant most likely to convert for someone like them.

The product sits between your ads and your website: marketers use it to launch a page for each campaign without waiting for developers or touching the main site.

The problem it solves is the gap between ad spend and conversions. Sending paid clicks to a generic homepage wastes money; a focused page with one offer, one form and a tested headline usually does better. Unbounce makes those pages fast to build and easy to test.

Who it is for

• PPC and paid social marketers who need a dedicated page per campaign, audience or keyword group.
• Agencies building and testing pages for several clients across multiple domains.
• SaaS, B2B and lead-gen teams that want to run experiments on sign-up and demo pages without engineering time.
• Ecommerce marketers using popups and sticky bars for offers and email capture on an existing site.

Unbounce is not a website builder or a full marketing platform. If you need a whole site, a blog or email automation, use a website builder plus a tool like ActiveCampaign. If your budget is tight and you do not plan to test, the price is hard to justify.

Key features

• Classic Builder. A drag-and-drop editor with pixel-level control over each element, a mobile view you adjust separately, and 100+ templates. You can add custom JavaScript, CSS and tracking pixels on paid plans from Build up.
• Popups and sticky bars. Overlays and top or bottom bars that you install on any site with an embed code, with triggers and frequency settings. Available from the Build plan.
• A/B testing. Unlimited tests and variants with manual traffic allocation and confidence intervals, from the Experiment plan. Tests cover landing pages, popups and sticky bars.
• Smart Traffic. AI traffic optimisation that analyses visitor attributes such as location and device and routes each visitor to the variant most likely to convert. Unbounce claims an average of 30% more conversions, a vendor figure. Optimize plan and above.
• Dynamic Text Replacement. Swaps words on the page to match the visitor’s search keyword or ad, so the headline matches the query. Experiment plan and above.
• AI copywriting. AI copy suggestions inside the builder from the Build plan. The standalone Smart Copy app was retired in January 2026.
• Integrations and MCP server. Native integrations including Salesforce, HubSpot, Mailchimp, Marketo and ActiveCampaign (for popups and sticky bars), plus Zapier and webhooks. A new Unbounce MCP Server, on all plans, lets you build and edit pages and manage tests from Claude or ChatGPT; pages built by hand in the Classic Builder cannot be edited through it.

Pricing

Unbounce has no free plan; every plan starts with a 14-day free trial, and you are not charged during the trial. Annual billing saves about 25%. All plans include unlimited conversions, unlimited subdomains, free hosting and customer support. Prices are from the Unbounce pricing page at the time of writing.

Plan	Monthly	Annual (per month)	Visitors per month	Users / root domains	What it adds
Starter	$29	$22	500	1 / 1	Drag-and-drop builder, 5 pages, lead gen forms, free hosting
Build	$99	$74	20,000	1 / 1	Unlimited pages, popups and sticky bars, multi-step forms, AI copywriting, integrations, custom scripts and pixels
Experiment	$149	$112	30,000	3 / 2	Unlimited A/B tests and variants, manual traffic allocation, confidence intervals, Dynamic Text Replacement, conversion insights
Optimize	$249	$187	50,000	5 / 3	Smart Traffic, page, popup and sticky bar scheduling, advanced triggers, industry benchmarking, audience insights
Concierge	Custom	Custom	From 100,000	15 / 5	Implementation services, dedicated customer success manager

If you exceed your visitor limit, pages keep running and Unbounce charges a one-time $80 for every 10,000 extra visits. The jump that matters is from Build to Experiment: A/B testing is the main reason to choose Unbounce, and it starts at $149 a month.

How to use Unbounce: step-by-step

1. Start the trial and create your first page

1. Go to unbounce.com, start the 14-day free trial and create your account.
2. In the dashboard, click Create New at the top right. Landing pages are the default content type.
3. Choose a template close to your offer, name the page and click Start with this Template to open the Classic Builder.
4. Replace the headline, copy and images. Keep one offer and one call to action per page. Switch to the mobile view and fix the layout there separately.
5. Add a form, set which fields to collect and decide what happens after submission: a thank-you page or a redirect.

2. Connect your domain and publish

1. Start on the free ubpages.com subdomain to test, or connect your own domain from the Domains tab.
2. On current plans, use the guided Connect option. On older plans, add the CNAME record Unbounce gives you in your DNS settings; propagation can take up to 48 hours. On WordPress, use the Unbounce plugin instead of DNS.
3. Enable SSL for the domain.
4. In the page’s Page Overview, click the current URL, choose your domain from the Domain Name menu, set the path (for example /demo) and click Save URL.
5. Set a conversion goal, connect an integration so leads reach your CRM, and click Publish.

3. Send leads to your other tools

1. Open the page’s integrations and connect a native integration such as Salesforce, HubSpot or Mailchimp, or use Zapier.
2. Map each form field to the matching field in the destination tool.
3. For a custom destination, add a webhook URL; you can add several webhooks per page.
4. Submit a test lead and confirm it arrives before you spend on ads.

4. Run an A/B test or turn on Smart Traffic

1. On the Page Overview, duplicate your page as a new variant and change one meaningful thing: headline, offer or form length.
2. For a classic A/B test (Experiment plan and above), set the traffic split manually, for example 50/50, and publish.
3. For Smart Traffic (Optimize and above), make sure you have at least two variants, each with a conversion goal. In the Page Traffic Mode section of the Page Overview, select Smart Traffic, then publish or republish.
4. Smart Traffic starts with a learning phase and begins optimising after a small number of visits, with more needed for each added variant. Adding variants, republishing or editing variants restarts the learning phase, so avoid tinkering.

5. Add a popup or sticky bar

1. Click Create New, choose Popups (or sticky bars, then Top or Bottom) and pick a template.
2. Design it, then set triggers and frequency on its Overview page.
3. Copy the embed code and install it on your site. To add it to a Classic Builder page, click Javascripts at the bottom left, choose Add Script to this Variant, set Placement to Head and paste the code.

Tips to get better results

• Match the page to the ad. Use the ad’s promise as the headline; Dynamic Text Replacement does this automatically for keyword campaigns.
• Test big changes first. A new offer or a shorter form moves conversion rates more than button colours.
• Let tests reach significance. Use the confidence intervals on Experiment before declaring a winner.
• Give Smart Traffic genuinely different variants. It works by matching visitor types to pages; near-identical variants give it nothing to learn.
• Freeze Smart Traffic pages. Every edit sends it back to learning, so batch your changes.
• Watch the visitor cap. Overage at $80 per 10,000 visits adds up during a big campaign; check usage monthly and upgrade if needed.
• Use AI for drafts, not final copy. Ask the builder’s AI copywriting or an assistant like ChatGPT for five headline options, then pick and edit. Our guide on how to write better prompts shows how to brief it.

Limitations and common problems

• Price. Testing features start at $149 a month and Smart Traffic at $249; teams that never test are overpaying.
• Visitor caps, not page caps. Big traffic pushes you into overage or a higher tier even if you only run one page.
• Starter is limited. Five pages, 500 visitors, no popups, sticky bars or integrations; it is a trial-sized plan.
• Smart Traffic needs patience. Edits restart learning, and low-traffic pages give it little to work with.
• One embed per page for popups. Only the first popup or sticky bar embed code to load fires, so plan which overlay owns each page.
• Not a website or email tool. No blog, no full site, no email automation; you will need other tools for those.

Alternatives

• Leadpages - cheaper landing page builder aimed at small businesses, with fewer testing features.
• Landingi - landing page builder with templates and A/B testing, a lower-cost option to compare.
• Instapage - landing page platform aimed at larger advertising teams.
• ActiveCampaign - if you want forms and landing pages tied to email automation. See our ActiveCampaign guide.
• Your website builder’s own landing pages - fine for a handful of pages you never test.

Browse more options in our marketing tools directory.

Verdict

Sign up for Unbounce if you spend real money on paid traffic and will run tests: Experiment is the plan most marketers should start with, and Optimize is worth it once you have enough traffic for Smart Traffic to learn from. Use the 14-day trial to build one campaign page, connect your CRM and launch a two-variant test. Skip it if you need a whole website, rarely test, or only want a few static pages, where a cheaper builder will do the same job.