Unbounce vs Instapage – Part One

Search for Unbounce vs Instapage and you’ll find pages and pages of affiliate link laden articles listing the pros and cons of each offering without really recommending one or the other. Since the goal is to get you to click on the affiliate link of one service or the other, you are left with little actionable information to make an informed decision.

In contrast, this series of Unbounce vs Instapage articles will focus on the real advantages and challenges that define each service. In part one, I will analyze the underlying technology underlying each service and how that technology affects each services Google Page Speed score.

Google Page Speeds for Unbounce vs Instapage

A quick Google search for “page speed conversion rate” will reveal example after example of how page speed affects online revenue and lead form conversion rates – the slower the page loads, the lower the conversion rate.

In order to properly evaluate these two landing page services, I replicated one of my SaaS clients’ paid media landing page on both Unbounce and Instapage. This landing page is fairly typical for a SaaS company and contains an embedded Vimeo video, pricing boxes, feature boxes, etc. Then, I ran the Google Page Speed Tool for both pages, which are hosted by Unbounce and Instapage.

Page Speed Results for Unbounce and Instapage

Unbounce Instapage
Desktop Rating: 71 (Medium)

Mobile Rating: 52 (Low)

Optimization Suggestions

Eliminate render-blocking JavaScript and CSS in above-the-fold content

Leverage browser caching

Optimize images

Minify JavaScript

Minify CSS

Reduce Server Response Time

Enable Compression

Desktop Rating: 88 (Good)

Mobile Rating: 67 (Medium)

Optimization Suggestions

Eliminate render-blocking JavaScript and CSS in above-the-fold content

Leverage browser caching

Optimize images

Minify HTML

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The recommended suggestions for Unbounce that negatively affected the score and were not present for Instapage were Minify Javascript, Minify CSS, Reduce Server Response Time, and Enable Compression. The minify suggestions and enabling compression are trivial fixes, but the server response time is probably a harder issue for Unbounce to fix.

Why both services have some overlapping recommended suggestions is puzzling:

  • Eliminate render-blocking JavaScript and CSS in above-the-fold content: This includes files primarily found in the HTML head section of the page. The fix would be to move the javascript form the head section to just above the closing body tag.
  • Leverage browser caching: This includes marking certain static files as cacheable in the HTML headers. Fixing this issue seems to be trivial by simply updating the HTML headers, but perhaps there is an issue with how the html pages are served from the CDN network.
  • Optimize images: This involves compressing images into smaller file sizes. Since all on-page images were uploaded to each respective service, they each have the opportunity to offer the ability to compress the images automatically.

Unbounce vs Instapage Bottom Line

Given that the purpose of landing pages is to convert visitors into paying customers, it is wise to use the service that gives you the best chance out of the gate – Instapage.

In Part Two, I’ll compare the user-interfaces of Unbounce and Instapage, including usability, functionality, and time savings.

By | 2018-01-12T16:40:36+00:00 January 12th, 2018|Landing Page|Comments Off on Unbounce vs Instapage – Part One

About the Author:

Over the past 20 years, Chris has successfully added millions in incremental revenue and profit for his clients. SEM, PPC, SEO, marketing messaging, conversion optimization -- these are but a few of the concepts that get his blood flowing in the mornings.