How Paperform vs. Ontraport vs. Instapage stack up against each other

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

Get started
1200+ reviews from
Hello fresh
Honey
Zendesk
Vimeo
Garthner
Master class

See how Instapage stacks up against
the competition

Features that set us apart from Paperform and Ontraport.
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

Instapage helps Evolve boost conversion rates across Facebook

The team wanted to improve their ad relevance scores on Google and Facebook and optimize their ad budget.

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.

Review platform 1
4.3/5
472+ real reviews
Review platform 2
4.5/5
363+ real reviews
Review platform 3
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. Paperform vs. Ontraport – The Ultimate Showdown

Choosing the right landing page builder can feel much like assembling a dream team of superheroes. Do you need the flashy hero with the perfect touch, or the strategic mastermind calculating every move? In our showdown between Instapage, Paperform, and Ontraport, we’ll dive into what makes each of these platforms shine. Imagine them stepping into the digital arena, each with their unique powers designed to amplify your marketing efforts. Instapage positions itself as a leading expert, empowering marketers to reduce costs, grow conversions, and deliver relevant landing page experiences that build brand trust, increase customer loyalty, and boost conversion rates. By the end of this comparison, you’ll have a superhero-like understanding of which builder is best suited to your needs.

Introducing Our Digital Warriors

As we prepare for the clash of the titans, let’s meet our contenders. Instapage is renowned for its robust features tailored for conversion optimization, making it the go-to choice for savvy marketers. Paperform, on the other hand, dazzles users with its fluid form-building capabilities, blending simplicity with sophistication for users seeking seamless experience sharing. Then we have Ontraport, a powerful all-in-one solution that combines marketing automation with strong landing page functionalities, making it a favorite among businesses seeking comprehensive solutions. Each platform has carved out a niche in the competitive landscape, continuously vying for the attention of marketers everywhere. As we move forward, let’s take a closer look at the features that truly set them apart.

Round One - Feature Showdown

Template Variety and User-Friendliness Under Scrutiny

In the first round, we compare how each platform manages template variety and user-friendliness. Paperform offers an impressive selection of templates that prioritize form integration, making it particularly user-friendly for those creating surveys or gathering data. However, Instapage takes the crown in this category with its extensive library of customizable templates designed specifically for conversion-focused marketing. The drag-and-drop functionality lets users build personalized pages effortlessly. Ontraport, while featuring a respectable range of templates, focuses more on automation and integration rather than sheer variety. Although it provides options, the learning curve can be steep for newcomers, making intuitiveness a point for review in this arena.

Instapage: Leading the Path to Customization and Conversion Growth

Instapage excels with its unmatched range of customization and conversion tools, establishing itself not just as another tool but as an integral partner in achieving marketing success. With features like A/B testing, heatmaps, and adaptive text, marketers can tailor their landing pages to resonate with targeted audiences effectively. This thorough approach to conversion optimization equips businesses to tweak their strategies in real-time, maximizing marketing returns while minimizing costs.

Round Two - Speed and Performance Matters

We all know the frustration of waiting too long for a website to load – it feels like waiting in line for a slow cashier at the grocery store when all you want is a quick checkout. In the second round, we evaluate how speed and performance impact user experience and conversion rates. Fast loading times are not just a luxury; they're essential for retaining visitors, especially when every second counts in capturing a potential lead.

Instapage's Speed Benefits:

  1. Optimized for fast loading speeds, ensuring minimal wait times
  2. Offers CDN functionality to enhance performance across regions
  3. Backed by high server uptime rates, reducing bounce rates
  4. Intuitive coding practices that allow for quicker page rendering

Paperform's Speed Advantages:

  1. User-friendly design leads to quick form creation
  2. Lightweight, optimized code for swift loading times
  3. Simplified interface that minimizes heavy processing

Ontraport's Performance Features:

  1. Integrated tools that work efficiently together, streamlining loading processes
  2. Fast access to automation features that enhance overall speed
  3. Performance-focused setups, though can be slower due to complexity

In conclusion, speed and performance play pivotal roles in your landing page builder decision-making. Instapage shines in this regard, boasting features specifically designed to ensure seamless user experiences. Each competitor has its unique strengths, but if rapid page loading is your top priority, Instapage may be the leading choice.

Round Three - Navigating Usability and the Learning Curve

This round celebrates usability and accessibility, where we look at how user-friendly each platform is for both beginners and experienced marketers. Instapage provides resources that help ease new users into their environment, with comprehensive tutorials and support documentation that cater to varying skill levels. Conversely, Paperform also surprises users with its intuitive interface that allows for quick on-boarding. Ontraport offers a powerhouse of features, but the platform may feel overwhelming at first due to its depth and multifaceted capabilities. While all three tools aim to assist users along their journey, Instapage stands out with its focused approach to usability.

Round Four - Support Heroes in the Background

Imagine support teams as your trusty sidekicks, always ready to assist. Instapage prides itself on offering various support channels, including live chat, email, and phone assistance, ensuring users have prompt help when needed. Paperform fosters a community-driven approach, with user forums and extensive online resources available for its users. Ontraport, however, offers a strong support team too, but may benefit from increased availability across all support channels. Regardless, all three platforms exhibit commitment to customer satisfaction, serving as robust allies to their users.

Round Five - Pricing Structures and Affordability Analysis

Pricing can often affect the decision-making process significantly. Among our contenders, Paperform tends to offer attractive pricing plans that cater to startups and freelancers, providing a solid entry point for budget-conscious users. Ontraport, while hosting a wealth of features, can be considerably pricier, attracting larger businesses willing to invest in comprehensive tools. Instapage provides flexible pricing options, well-aligned with the depth of features and proven returns. Each user’s needs will differ, thus evaluating the value provided in relation to costs is crucial in making a selection.

At the end of this in-depth comparison, none of the three platforms is a clear loser; instead, each brings unique strengths to the table. Therefore, your choice will largely depend on your specific needs and marketing goals. Consider what features matter most to you: is it the abundant design flexibility, the speed and performance stats, or solid support networks? We encourage you to explore Instapage’s offerings through a free trial to experience its capabilities firsthand.

FAQs

Try the most advanced landing page platform today