Unbounce is a landing page builder that was founded in 2009 and is headquartered in Vancouver. It is not an A/B testing tool for a company's entire web presence. Rather, it allows users to build, publish and A/B test landing pages using a WYSIWYG editor. The company is focused on small to mid-market customers and raised $850k in funding in 2011.
|2013 revenue||$3.1 million*|
|Pricing||$49 to $199 per month**|
|Rating Attribute||Unbounce||# of Reviewers Contributing to Rating Average||A/B Testing Category Average|
|Likelihood to recommend||9.3||9||8.4|
|Likelihood to renew||8.4||9||8|
|Unbounce Strengths||Unbounce Areas for Improvement|
|Ease of use
It's easy and fast to create landing pages and set up A/B tests. No coding or programming experience is required.
Some users would like to see more mobile-friendly or responsively designed templates.
Users mention useful integrations with other tools such as Constant Contact, Hubspot, Salesforce, Google Analytics, Zoho and Mailchimp.
Some users would like to see more robust reporting options, including metrics around sources of traffic.
Unbounce provides excellent customer service and support.
Rick Perrault, Co-founder and CEO of Unbounce, says he and his five co-founders created Unbounce because landing pages were the last piece of marketing still in the hands of IT departments.
“At one point, IT ran everything for marketing: analytics, email marketing, banner advertising. All that disappeared in a short period of time with technologies that allowed marketers to bypass IT,” he says. “We asked other marketers how they were solving the landing page problem, and they were either (A) not using landing pages and embarrassed to admit it, or (B) going through a huge pain point with IT. There was no small to mid-market, drag and drop solution for building great landing pages.”
The company has no sales team and no setup costs. “End-users can launch their first landing page live in less than an hour,” Perrault says. “We've stayed focused on that.”
Unbounce is a landing page builder rather than a traditional A/B testing tool; it allows users to A/B test their landing pages, but not existing pages on their own websites. Perrault says the majority of customers are taking advantage of the A/B testing feature. “A significant number of customers are always running testing. As a result of their successes, we've seen our churn rate drop and lifetime value increase,” he says.
Some customers use Unbounce as well as a traditional testing tool. “The tools are complementary, in some ways. We have customers that use Unbounce for creating and testing campaign pages, and Optimizely for testing the pricing page and the homepage,” he says.
“Our biggest challenge isn't competition, it's actually educating a market that they should be using landing pages and should be testing,” Perrault says. “So many marketers out there, even those with big budgets where online is critical to their business, will send all their traffic to their homepage and get low conversion rates.”
Landing pages play a critical role in conversion rate optimization, he says. “If someone's going to click something, an ad or a link in an email, you want to send them someplace that's 100% relevant to what they just clicked, and 99% of the time you can't create that experience by sending them someplace generic.”
The company is focused on small to mid-market customers, but a lot of large enterprise companies use the tool as well, Perrault says. About half of their customers are SMBs. The tool attracts customers from a lot of verticals, but some notable ones include other SaaS businesses, education, and real estate, he says.
The company is building functionality that will automatically create a mobile version of a landing page, he says. They are also improving the tool's capability for managing multiple pages and multiple campaigns, as well as providing insights to users on which elements of a page to test and how a company's pages perform when compared to others in the same industry.
Response to Feedback from Unbounce Reviews
“I think our product team has done a good job of talking to customers,” Perrault says. “Responsive designs, page management, better conversion tracking and reporting, all of those things are on our short-term product roadmap.”