How FormKeep vs. 23FormBuilder vs. Instapage stack up against each other

Compare Instapage with FormKeep and 23FormBuilder to create high-converting landing pages. With personalization, optimization, and collaboration tools, Instapage helps you deliver experiences that drive results.

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Features that set us apart from FormKeep and 23FormBuilder.
Feature Instapage Other builders
Drag-and-Drop Tools
Conversion-optimized templates
Manual and AI-powered A/B Tests
AI content suggestions
Popups and sticky bars
Canvas and grid blocks
Reusable and global elements
Form and popup builders
Built-in Heatmaps
Central analytics dashboard
Ad-to-page personalization and collections
Contacts, lists, and email
Dedicated, full-service CRO experts
Enterprise-ready platform

Leading the way in building high-performing landing pages

Grid Leader - Summer 2025
Best Est. ROI Enterprise - Summer 2025
Most Implementable Enterprise - Summer 2025
Fastest Implementation Enterprise - Summer 2025
High Performer - Summer 2025
Swytch shifts into high gear with Instapage

Swytch shifts into high gear with Instapage

Alex and the Swytch team became Instapage power users in just a few months, seeing the value of Instapage from the get-go.

Going forward, they plan to continue releasing Swytch Kits to eager customers in future launch events, using their improved digital experiences to get even more people riding electric.

Swytch shifts into high gear with Instapage

Autopilot exceeds conversions goals with personalized landings

Autopilot exceeded its growth goals by sending people to a keyword message-matched post-click landing page built with Instapage versus a generic tour page.

Swytch shifts into high gear with Instapage

Vita escalate lead generation efforts and client engagement with Instapage

Vita is a full-spectrum professional brokerage firm in the employee benefits industry

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4.3/5
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4.5/5
363+ real reviews
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4.5/5
363+ real reviews
Review platform 4
7.7/10
56+ real reviews

Why Instapage is the smarter choice for your campaigns

Get everything you need to build, scale, and optimize high-converting landing pages—without coding.

Instapage offers a flexible and seamless page creation experience with a library of 500+ conversion-focused layouts, Instablocks®, a drag-and-drop builder, and AI content generation. With technologies like AMP and the Thor Render Engine®, you can create on-brand, mobile-responsive landing pages that load quickly and start converting during initial visitor clicks.

Easier page building without coding

Instapage offers a flexible and seamless page creation experience with a library of 500+ conversion-focused layouts, Instablocks®, a drag-and-drop builder, and AI content generation. With technologies like AMP and the Thor Render Engine®, you can create on-brand, mobile-responsive landing pages that load quickly and start converting during initial visitor clicks.

Instapage lets you see in detail how each landing page experience and variation is performing so you can make targeted changes that boost page conversions. Use heatmaps for a better understanding of on-page activities, run A/B tests and AI-assisted experiments, and then track and evaluate results within robust analytics dashboards.

More insights — better results

Instapage lets you see in detail how each landing page experience and variation is performing so you can make targeted changes that boost page conversions. Use heatmaps for a better understanding of on-page activities, run A/B tests and AI-assisted experiments, and then track and evaluate results within robust analytics dashboards.

Instapage lets you quickly create high-performing landing pages tailored to each of your ad campaigns. Deliver personalized experiences for distinct audiences using dynamic text replacement. Effortlessly align specific advertisements to unique pages with AdMaps. Monitor audience-level metrics using our advanced data tools.

More personalized experiences

Instapage lets you quickly create high-performing landing pages tailored to each of your ad campaigns. Deliver personalized experiences for distinct audiences using dynamic text replacement. Effortlessly align specific advertisements to unique pages with AdMaps. Monitor audience-level metrics using our advanced data tools.

Instapage collaboration capabilities bring your entire team together to speed up the process of landing page review, approval, and launch. No more frustrating and unnecessary revisions or edits scattered across emails. Provide instant feedback, conduct real-time page edits, and securely share your pages with outside stakeholders.

Built-in collaboration

Instapage collaboration capabilities bring your entire team together to speed up the process of landing page review, approval, and launch. No more frustrating and unnecessary revisions or edits scattered across emails. Provide instant feedback, conduct real-time page edits, and securely share your pages with outside stakeholders.

Invest time into business growth, not busy work. Launch landing pages faster with reusable forms and templates. Build once, reuse forever.

Free up time for your business

Invest time into business growth, not busy work. Launch landing pages faster with reusable forms and templates. Build once, reuse forever.

Explore all integrations
Easier page building without coding
More insights — better results More insights — better results sidebar
More personalized experiences More personalized experiences sidebar
Built-in collaboration
Free up time for your business

Easier page building without coding

Instapage offers a flexible and seamless page creation experience with a library of 500+ conversion-focused layouts, Instablocks®, a drag-and-drop builder, and AI content generation. With technologies like AMP and the Thor Render Engine®, you can create on-brand, mobile-responsive landing pages that load quickly and start converting during initial visitor clicks.

More insights — better results

Instapage lets you see in detail how each landing page experience and variation is performing so you can make targeted changes that boost page conversions. Use heatmaps for a better understanding of on-page activities, run A/B tests and AI-assisted experiments, and then track and evaluate results within robust analytics dashboards.

More personalized experiences

Instapage lets you quickly create high-performing landing pages tailored to each of your ad campaigns. Deliver personalized experiences for distinct audiences using dynamic text replacement. Effortlessly align specific advertisements to unique pages with AdMaps. Monitor audience-level metrics using our advanced data tools.

Built-in collaboration

Instapage collaboration capabilities bring your entire team together to speed up the process of landing page review, approval, and launch. No more frustrating and unnecessary revisions or edits scattered across emails. Provide instant feedback, conduct real-time page edits, and securely share your pages with outside stakeholders.

Free up time for your business

Invest time into business growth, not busy work. Launch landing pages faster with reusable forms and templates. Build once, reuse forever.

Explore all integrations
“Instapage gives us the ability to tailor our landing page content and layout to tell a unique story for each geographical target. The platform also enables us to create different variations with content that performs well for each unique channel. Every marketing team needs this!”
User review
Tamar Friedland, Sr. Director of Global Paid Marketing
"Instapage has truly maximized our digital advertising performance by enabling us to offer matching, personalized experiences for every ad and audience. Now we can scale our landing page experiences as efficiently and effectively as we scale the ads themselves."
User review
Darren Lepke, Marketing Director
"If we have to wait on a developer, our creative velocity plummets. But Instapage has made it possible for us to exponentially grow our advertising programs and convert more customers"
User review
Alex Kracov, Head of Marketing

Get started with Instapage in a few steps

  1. Create your Instapage account

    Start with Instapage by signing up via Google or your email. You'll get access to a free 14-day trial to discover Instapage capabilities. Feel free to cancel anytime during the 14-day trial if you decide that our product is not suitable for your business.
  2. Build and personalize your page

    Create your first landing page from scratch or choose a template from 500+ customizable layouts. Use the drag-and-drop builder to add page elements, fonts, and backgrounds, refine content with AI, or add custom HTML, Javascript, and CSS.
  3. Review and make edits

    Collaborate on page designs and streamline review processes. Invite your team members and stakeholders to review, edit, and provide feedback on your landing page. Collaborate knowing your page is confidential and only accessible to authorized users.
  4. Publish and track page performance

    Publish your page to a domain or custom URL. Connect your pages to the ads you've created and track page performance within the analytics dashboard, run A/B tests and AI experiments, analyze results, and continuously optimize your landing page to maintain high conversions.

Instapage vs. FormKeep vs. 23FormBuilder – A Comprehensive Showdown

Choosing the right landing page builder can feel like assembling the ultimate superhero team. Each platform offers its unique powers and strengths, ready to assist marketers in their quest for success. Imagine Instapage as the fearless leader, FormKeep as the reliable sidekick, and 23FormBuilder as the creative genius. As we break down their features, strengths, and weaknesses, we will find out which contender comes out on top. These digital tools not only help in designing amazing landing pages but also empower marketers to reduce costs, grow conversions, and deliver relevant experiences to their customers. Let's gear up for an exciting comparison full of insights and useful information that can aid in your decision-making process. (This comparison will help identify which tool can best serve your marketing needs.)

Introducing the Digital Contenders

In this corner, we have Instapage, known for its cutting-edge customization capabilities and conversion optimization tools. This platform is favored by marketers and agencies for its focus on landing page solutions that truly drive performance. Enter FormKeep, a tool recognized for its user-friendly forms and straightforward data capturing functionality. It's an excellent option for those who prioritize simple, effective form integration without the fuss. Last but not least, we present 23FormBuilder, celebrated for its versatile form-building capabilities and collaborative features. Each of these platforms has carved out its niche in the vast landscape of landing page and form management tools, catering to different needs and strategies. Together, they create a competitive arena that showcases varying functionalities, pricing options, and user experiences, making the selection process all the more engaging. (As we explore what each brings to the table, the goal is to identify which aligns best with your specific marketing strategy.)

Round One - Feature Showdown

Evaluating Template Selection and User-Friendliness

In this exciting first round, we examine the standout features of each platform, especially focusing on template variety and overall ease of use. Instapage is renowned for offering over 200 customizable templates designed by top designers, ensuring a professional look that aligns with modern marketing standards. This extensive variety allows marketers to select or tweak designs that fit their branding perfectly. FormKeep, while offering fewer templates, excels with its intuitive dashboard, making it easy for users, especially those less tech-savvy, to create forms without a steep learning curve. Meanwhile, 23FormBuilder boasts a robust selection of templates focused specifically on form building. It stands out for its collaborative features, allowing teams to work together seamlessly, which enhances user experience. This round shows that while Instapage might take the lead in template variety, the simplicity of FormKeep and the collaborative edge of 23FormBuilder are often more appealing for different user bases. (Understanding these features is crucial for marketers who value specific functionalities over general tools.)

Instapage: Your Go-To Tool for Tailor-Made Landing Pages

What sets Instapage apart in this digital landscape is its commitment to customization and performance analytics. With tools designed to enhance conversion rates, Instapage supports A/B testing, dynamic text replacement, and various integrations that help marketers track user behavior. This sophisticated approach means that each landing page can be uniquely optimized for target audiences, increasing brand trust and customer loyalty. Instapage also includes features that allow for seamless collaboration among teams, which is especially advantageous for agencies managing multiple campaigns. Overall, this platform provides unparalleled resources for marketers focused on achieving their goals through tailored landing experiences. Instapage is not just a builder; it’s a partner in conversion-driven strategies that empower businesses to implement impactful marketing campaigns. (This level of customization and optimization is unmatched, ensuring higher success rates and sustained impact in your industry.)

Round Two - Speed and Efficiency

The speed of a landing page can dramatically influence user experience, much like the impact of a slow barista at your favorite coffee shop. No one enjoys the lengthy wait, and similarly, web visitors are quick to abandon pages that take too long to load. In this round, we examine how each player stacks up in terms of loading speed and overall performance, which are critical metrics for any landing page builder.

Instapage Advantages:

  1. Instapage pages load quickly due to optimized code and image handling.
  2. Features built-in speed optimization and performance analytics.
  3. Absolute control over content, allowing for minimal load times.
  4. Quick setup helps in launching campaigns faster.

FormKeep Advantages:

  1. FormKeep prioritizes simplicity, reducing load time on forms.
  2. Optimized for easy integration with existing sites, boosting efficiency.
  3. Minimalist design reduces server demands and enhances speed.

23FormBuilder Advantages:

  1. Collaboration features lead to faster development cycles.
  2. Strong server performance ensures minimal downtime.
  3. Responsive designs load consistently well across devices.

In the battle of speed and performance, it's evident that Instapage leads the pack with its commitment to quick loading times and performance features. While FormKeep and 23FormBuilder offer advantages in specific areas, the overall efficiency rankings favor Instapage, making it the top choice for marketers looking to enhance user experience without sacrifice.

Round Three - Usability for Newcomers and Experts Alike

Navigating a new platform can often feel like learning a new language, but our contenders aim to make this process seamless for both newcomers and seasoned experts. Instapage provides a user-friendly interface that does not compromise on advanced functionality, ensuring that as you evolve your skills, the platform evolves with you. The built-in tutorials and resources mean that even if you're just starting, you can quickly ascend to advanced usage. FormKeep shines with its straightforward approach, catering especially to users who may not have technical backgrounds. With its simple drag-and-drop features, newcomers can easily create forms without feeling overwhelmed. Meanwhile, 23FormBuilder promotes a collaborative workspace that not only fosters teamwork but also streamlines the learning process. Its user-friendly features mean that everyone can jump in and contribute, regardless of their skill level. The commitment to usability across all skill types enhances their appeal, allowing marketers of all backgrounds to effectively use their tools. (With such diverse functionalities, these platforms are suited to a wide audience, each catering excellently to different experience levels.)

Round Four - The Support Systems Behind the Platforms

Imagine each platform's customer support as a trusty sidekick, ready to assist in times of need. Instapage stands out for its responsive email and chat support, along with a comprehensive knowledge base that covers virtually all potential user queries. Having live support can make a substantial difference, especially during urgent projects. FormKeep's support also provides responsive feedback, primarily focusing on email interactions accompanied by informative documentation, which proves useful for troubleshooting. In contrast, 23FormBuilder offers both email support and community-driven forums that encourage peer-to-peer assistance, adding a dimension of collaboration outside of formal support channels. This sense of community can provide valuable insights and solutions that official channels may not address, making it an attractive option for teams looking for shared wisdom. When evaluating support, users should consider their preferences for real-time assistance versus community engagement, as each platform unique offers its own flavor of customer care and resources. (Effective customer support can be a game-changer, ensuring that you feel supported as you navigate marketing challenges.)

Round Five - Pricing Considerations

Understanding the pricing structures of these platforms is essential to maximizing value for your marketing investment. Instapage tends to be on the premium side, reflecting its extensive feature set. However, for serious marketers, this investment often pays dividends in conversion rates. FormKeep's pricing is competitive, appealing to those with modest budgets while still delivering essential functionalities. It caters to smaller businesses or startups looking to grow without overspending. 23FormBuilder offers flexible pricing tiers, providing various options that accommodate different budgets. The diversity in pricing ensures that users at varying levels of growth can find a suitable plan. However, it is crucial to weigh what features matter most in your decision-making process. Ultimately, your choice should align with your business goals, whether seeking robust functionalities or budget-friendly solutions. (Evaluating the cost-to-benefit analysis of each option ensures you can invest wisely for your specific needs and strategies.)

As we wrap up this showdown, it becomes clear that each of these platforms holds its unique advantages. While Instapage stands out for its comprehensive features, performance, and robust support, FormKeep and 23FormBuilder satisfy particular niches in user-friendliness and collaborative design respectively. Your ideal choice will significantly hinge on your marketing needs and priorities - be it template designs, pricing structure, or support options. It may be worthwhile to test Instapage with a free trial satisfaction, unlocking its full potential and experiencing how it can elevate your landing page strategies to new heights.

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