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

Compare Instapage with Wix and 23FormBuilder 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 Wix 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

CFI Financial Group invests in personalization with Instapage

CFI Financial Group integrates Instapage into their technology stack and dramatically increases page conversions

Swytch shifts into high gear with Instapage

Netradyne drives higher results with Instapage

Netradyne’s products have multiple use cases, like improving fleet efficiency, and training drivers to follow safe driving practices, and securing legal exoneration.

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. Wix vs. 23FormBuilder – Navigating the Landing Page Landscape

Choosing a landing page builder can often feel like assembling an all-star team of superheroes for your marketing campaign. Each tool brings unique powers to the table, and selecting the right one means evaluating how well they fit your specific needs. Today, we will compare three contenders: Instapage, Wix, and 23FormBuilder. Each offers its flavor of features and functionalities designed to aid marketers in creating impactful landing pages. This comparison aims not just to inform but also to entertain, so buckle up as we embark on this exciting exploration into the realms of digital marketing tools. Whether you're looking to boost conversion rates, engage customers effectively, or simply save costs, there's something here for everyone. By the end, you will have a clearer idea of which platform can empower your marketing strategy to achieve its fullest potential.

Meet the Three Heavyweights

Let's introduce our contestants: Instapage, Wix, and 23FormBuilder. Each of these platforms has carved a niche in the crowded digital marketplace, allowing marketers to design landing pages tailored to their audiences. Instapage is well-regarded for its robust features aimed at conversion rate optimization, making it a favorite among marketers looking to enhance user engagement. Wix, on the other hand, is celebrated for its user-friendliness and design flexibility, making it accessible for beginners and veterans alike. Finally, 23FormBuilder is recognized for its streamlined form-building capabilities, enabling users to quickly create forms that capture leads. Together, they represent a trio of powerful options, each with its pros and cons, ready to compete for the title of the best landing page builder for your needs.

Round One - Feature Showdown

Template Variety and User Friendliness

In the competitive arena of landing page builders, feature variety and user-friendliness reign supreme. Instapage boasts an impressive selection of customizable templates designed specifically for high conversion rates, enabling marketers to align their landing pages seamlessly with their overall campaigns. The drag-and-drop functionality simplifies the design process, allowing even novices to create professional-looking pages effortlessly. Wix also offers a range of templates, suitable for various purposes, but it leans more toward a general website-building experience rather than focusing solely on conversions. Overall, it provides a good selection but might require more tweaking to achieve a conversion-oriented design. 23FormBuilder focuses strongly on forms but offers limited templates for landing pages, which could be restrictive if you aim for design diversity.

Instapage: Your Ultimate Partner in Conversion Success

When it comes to unmatched customization and conversion optimization capabilities, Instapage stands out as a market leader. Not only does it provide a wealth of customizable templates tailored to suit various marketing objectives, but it also offers powerful A/B testing features that let marketers experiment with different landing page elements to determine what best drives conversions. Additionally, the dynamic text replacement feature ensures that your pages resonate with the audience’s search intent, enhancing their relevance. Instapage is designed to maximize brand trust and customer loyalty, equipping marketers with the tools they need to craft relevant landing page experiences that ultimately lead to increased conversion rates. It isn’t just a tool; it’s a dedicated partner in your journey toward marketing success.

Round Two - The Quest for Speed and Performance

Before diving into the performance capabilities of each platform, consider a relatable analogy: Waiting in line for your favorite coffee can be an enjoyable experience, but only if the line moves at a decent pace. Likewise, loading times for landing pages can make or break user experience. Slow loading pages can frustrate potential customers, leading them to abandon your site before it even fully loads. In this round, we'll measure how well each builder performs in speed and user interaction.

Benefits of Instapage:

  1. Quick loading times ensuring a smooth customer experience
  2. Optimized for mobile, enhancing performance on smartphones and tablets
  3. CDN integration for faster global delivery
  4. Focus on A/B testing to quickly identify and maintain high-performing pages

Benefits of Wix:

  1. Generally good loading times with the potential for optimization
  2. Mobile-responsive designs to cater to the mobile audience
  3. Integrated SEO tools to enhance site speed

Benefits of 23FormBuilder:

  1. Simple forms facilitate quick data collection
  2. Efficient page loads for lead generation
  3. Optimized for various devices to enhance user interaction
  4. Direct integration with various CMS for seamless performance

In terms of speed and performance, Instapage undeniably takes the lead. While Wix and 23FormBuilder offer respectable loading times, Instapage's comprehensive approach toward optimizing both page speed and user experiences solidifies its position as the best choice for marketers focused on minimizing bounce rates.

Round Three - The Usability Factor

Approaching usability and learning curves, let’s discuss how each platform welcomes new users while also providing valuable resources for seasoned marketers. Instapage excels in offering a user-friendly interface that guides users through each step of the landing page creation process. Its tutorials and customer support options make it ideal for anyone, from a newbie to a marketing guru. Wix is similarly approachable, with an intuitive drag-and-drop builder, perfect for beginners looking to create beautiful designs without overwhelming technical jargon. 23FormBuilder, while straightforward for form-based tasks, may present a slight learning curve when it comes to its landing page features. Overall, all three platforms strive to make the user experience enjoyable and effective, but Instapage and Wix shine in simplicity and intuitive design.

Round Four - Support Systems

When discussing customer support, think of these platforms as loyal sidekicks, always available to help when times get tough. Instapage offers extensive support options, including live chat, email support, and a well-organized knowledge base. Their proactive approach ensures users can get help when needed. Wix, too, has a rich set of support resources; they provide customer service through chat, phone, and a vibrant community forum that fosters user engagement. However, 23FormBuilder contrasts slightly by offering limited support options—primarily email, which may be less convenient for urgent queries. The right support can turn a frustrating situation into a smooth recovery, emphasizing how each company prioritizes aiding its users.

Round Five - Pricing Insights

When it comes to pricing, understanding each platform's structure helps you find the ideal fit for your goals without breaking the bank. Instapage’s plans are generally viewed as premium-priced, given the extensive features tailored toward marketers seeking to optimize conversions. However, the investment tends to pay off due to the high-quality results. Wix offers a more tiered pricing structure that accommodates a wide range of budgets, making it appealing to small businesses and individual users. Conversely, 23FormBuilder presents a competitive pricing model, especially for firms focused primarily on forms and lead generation rather than comprehensive landing page features.

In closing, while each platform boasts distinct strengths, the ultimate choice relies on your specific needs and goals. If features and pricing are paramount, consider each aspect carefully. Instapage continues to stand out as an invaluable resource for marketers aiming to reduce costs while increasing conversions. For those intrigued, taking advantage of Instapage's free trial could be the perfect way to experience its benefits firsthand.

FAQs

Try the most advanced landing page platform today