Revised October 28, 2020
Revised February 24, 2020
Revised July 16, 2018
Digital marketing success starts with building an effective website—one that is not only professionally and attractively designed, but also organized and written to serve the information needs of your target buyers. Your home page should immediately communicate what you do, who you do it for, and why you are the best, so visitors know they are in the right place.
Once you’ve attracted the right visitors to your site—by crafting compelling content and optimizing it for search—you need them to take action! Subscribe to your newsletter or blog, download a white paper or report, complete a brief survey, register for a webinar. engage in an online chat, or complete some other task enabling you to start or move forward a potential sale.
Here are a dozen tools to help you create pop-ups, landing pages, and forms, and optimize your calls to action for conversion.
Conversion Rate Optimization
1) Picreel
Google Review Count: 231
Conversion rate optimization software with features including customized/targeted pop-ups, instant surveys, real-time analytics, A/B testing, onsite retargeting, mobile integration and more.
Sample review: “Because you can’t make everyone who visits your site convert into a sale, it’s important to do what you can to make your existing visitors convert. Picreel allows you to display customized exit offerings depending upon what they did and how they interacted on your site.” — Express Writers
Pricing: four levels from $14 to $299 per month; enterprise pricing by quote
Showcase reviews: Express Writers
2) Lucky Orange
Google Review Count: 217
An all-in-one CRO tools suite including an analytical dashboard (visitor sources and behavior), recordings, heatmaps, integrated online chat, conversion funnels, form analytics (five distinct reports that provide insight into problem areas on your website’s forms), and instant online polls.
Sample review: “Learn directly from your customers with interactive user chat and instant customizable polls to form comprehensive analytics to understand your audience. Use the heat maps and visitor recordings to strengthen weak areas for increased engagement.” — MarketingLand
Pricing: four levels from $10 to $100 per month; enterprise pricing by quote
Showcase reviews: MarketingLand
Form Builders
1) 123Contact Form
Google Review Count: 281
A drag-and-drop form and survey builder. Forms can be made secure, require a Captcha, integrate with payment processors like PayPal and Stripe, connect with email and CRM apps, and includes graphical reports.
Sample review: “123ContactForms is (a) great form creator. With the free plan you can create five forms and collect 100 submissions per month.” — StoreYa Blog
Pricing: free or $19/$39/$349 per month
Showcase reviews: StoreYa Blog
2) Google Forms
Google Review Count: 260
Create forms for email subscriptions, event registrations, polls, surveys, quizzes, or other uses. Customize with your logo and colors, choose answer types (multiple choice, drop-downs, etc.) and analyze results.
Pricing: free
Showcase reviews: StoreYa Blog
3) Wufoo
Google Review Count: 189
Create forms from customizable templates, embed on any web page, accept online payment, and get real-time data reports. Build dynamic forms with question-branching based on logic you specify.
Pricing: free or four levels from $15 to $200 per month
Showcase reviews: StoreYa Blog
4) JotForm
Google Review Count: 175
An easy-to-use WYSIWYG form builder. Select a template, add questions, embed the form on your blog or website, and monitor responses. Integrates with popular services like PayPal and Salesforce.com. The company also offers a free online survey maker that makes it quick and easy to conduct research or collect feedback.
Pricing: free or $19/$39/$99 per month
Showcase reviews: StoreYa Blog
5) Best Contact Form
Google Review Count: 126
Add a free “Contact us” tab and a popup contact form to your website. Get instant messages from customers directly to your email. See the visitor’s geographic location and pages viewed before making contact.
Pricing: free
Showcase reviews: StoreYa Blog
6) Typeform
Google Review Count: 93
Drag-and-drop builder to create contact forms, surveys, quizzes, order forms, lead gen forms, and registration pages.
Pricing: free, $29 or $59 per month
Showcase reviews: Entrepreneur
Landing Page Builders
1) LeadPages
Google Review Count: 250
Create mobile-responsive landing pages based on templates. Collect leads and customer contacts from landing pages, pop-up forms, social media, text messaging, and email. Features include mobile opt-in codes, 1-click signup, and A/B testing.
Sample review: “Creating landing pages is easy but creating high converting landing pages is difficult. Leadpages provides you with a range of landing pages that are known to convert very well with existing customers.” — RazorSocial
Pricing: $25/$49/$199 per month
Showcase reviews: Blogging Wizard, RazorSocial
2) Unbounce
Google Review Count: 225
Build mobile-responsive landing pages based on templates with complete branding control. Increase conversions using overlays, dynamic text replacement, and A/B testing.
Sample review: “A landing page builder that’s great for testing out new layouts and lead form positioning. No need to start from scratch with over 200 landing page templates to try on. ” — SnapApp
Pricing: four levels from $49 to $499 per month
Showcase reviews: Express Writers, RazorSocial, SnapApp
3) Instapage
Google Review Count: 202
Quickly build complex, mobile responsive pages using the click-to-add interface. Integrate with CRM, email, and social media tools; deploy on WordPress, GoDaddy or other types of websites; and optimize conversions with A/B testing.
Sample review: “For anyone who has ever struggled with landing page creation, this tool is for you. Quick template-based creation, this software makes creating landing pages a snap.” — Express Writers
Pricing: $199 per month; custom pricing by quote
Showcase reviews: Express Writers
4) Thrive Landing Pages + Thrive Content Builder
Google Review Count: 130
A customizable landing page set for WordPress. Create mobile-responsive multi-column layouts and add styled lists, buttons, dynamic content, feature grids, countdown timers, and other elements.
Sample review: “Thrive Landing Pages is a remarkable plugin that comes with a drag & drop editor and a large selection of templates…Their landing pages are designed in sets to ensure your visitors get a consistent experience – throughout your entire funnel.” — Blogging Wizard (WordPress)
Pricing: $19 per month or license packs at $67/$97/$147 based on number of sites
Showcase reviews: Blogging Wizard (WordPress)
Other Lead Generation Tools
Continually
Google Review Count: 120
Chat tools are intrusive for website visitors and time-consuming for the companies using them. Continually enables you to create a series of automatic responses, schedule meetings and demos on the fly, and ask qualifying questions to improve lead capture—as well as doing basic lead gen and building a subscriber list.
Pricing: free in private beta
Paperform
Google Review Count: 95
Paperform is a flexible, easy-to-use online form builder that combines thoughtful design with digital smarts. Paperforms are completely customizable for your brand: create your own themes, choose from hundreds of prebuilt templates, tailor the color palette, and embed any content you like. Optionally collect payments or schedule appointments. Integrates with 2,000+ applications natively or using Zapier.
Pricing: $24/$49/$159 per month
Landbot
Google Review Count: 94
Design, deploy and analyze your conversational strategies without writing a single line of code. Capture leads on your website or engage with users on WhatsApp. Provide customer support by getting your team collaborating and taking action, seamlessly transferring conversations from bot to human, and back. Landbot messaging manager provides you with the tools to create frictionless, engaging, and memorable customer experiences.
Pricing: free; $39/$130 per month; enterprise pricing by quote
JotUrl
Google Review Count: 90
A multi-purpose marketing tool that enables you to create branded vanity link URLs to increase click-through rate, create custom calls to action, track conversions, conduct A/B tests to optimize conversion rate, run remarketing campaigns, create custom QR codes to link offline and online marketing efforts, and more.
Pricing: free or $8/$64/$156 per month
LeadGen App
Google Review Count: 20
Build, design, and embed custom forms on your website in under five minutes. Features include A/B testing, Zapier integration, conditional branching for form questions, an analytics dashboard, thank-you messages and pages, and dynamic pop-up forms.
Pricing: free or $37 per month
Showcase Reviews
Blogging Wizard
Blogging Wizard (WordPress)
Entrepreneur
Express Writers
MarketingLand
RazorSocial (Technology)
RazorSocial (World)
SnapApp
StoreYa Blog
This was the 32nd post in the Best Online Business Tools series.
#1: Best Online Business Tools Series Kicks Off Today
#2: The 12 Best Competitive Intelligence and Benchmarking Tools
#3: The Nine Best Facebook Marketing Tools
#4: The 14 Best Content Planning and Research Tools
#5: The 23 Best Content Ideation Tools
#6: The 24 Best Online Writing Tools and Apps
#7: The Six Best Google+ Marketing Tools
#8: The Four Best Online Education Tools For Business Pros
#9: The 14 Best Marketing Automation Tools
#10: The 17 Best Keyword Research Tools for SEO and SEM
#11: The Seven Best File Sharing Tools
#12: The Five Best Infographic Creation Tools and Services
#13: The 28 Best Influencer Marketing Tools
#14: The Five Best Pinterest and Instagram Marketing Tools
#15: The 24 Best Visual Content Creation Tools
#16: The Six Best Online HR, Payroll, and Employee Scheduling Tools
#17: The 20 Best SEO Rank Tracker Tools
#18: The Six Best Screen Capture Tools
#19: The 15 Best Special-Purpose SEO Tools
#20: The Four Best Online Survey Tools
#21: The 26 Best All-in-One SEO Tool Suites
#22: The 32 Best Twitter Marketing Tools
#23: The 29 Best Web Analytics Tools
#24: The 24 Best Email Marketing Tools
#25: The 28 Best Web Design Tools
#26: The 29 Best Social Media Monitoring Tools
#27: The 17 Best Project Management Tools
#28: The 21 Best Content Curation Tools
#29: The 26 Best WordPress Plugins
#30: The 14 Best Personal Productivity Tools
#31: The 11 Best Social Media Campaign Builders and Ad Monitoring Tools
#32: The 12 Best Landing Page and Form Builders for Conversion Rate Optimization
Emmerey Rose says
Glad to have read another article from this series Tom 🙂 I have read a lot about the benefits and advantages of landing pages. But I was wondering, does it work to specific niche only? do you think online stores also need to have landing pages?
Tom Pick says
Hi Emmerey – thanks as always. 🙂 I think landing pages, as defined by these tools, are primarily used in the B2B space. A vendor is trying to persuade you to exchange your contact information for some type of (presumably helpful to you) information asset: a white paper, checklist, free trial, webinar registration, etc.. In the case on online stores, every product page is a landing page; the goal is always conversion (purchase).
Emmerey Rose says
Makes sense. Thanks Tom! Helps a lot 🙂