Instapage vs ClickFunnels (2024): 2 Giant Software Platforms Compared

instapage vs clickfunnels

Creating landing pages has never been easier.

With the help of landing page builders like Instapage and ClickFunnels, beginners with no web design experience whatsoever can put together professional, high-converting landing pages in minutes.

But how do you know which landing page builder is the best choice for you?

In this comparison of Instapage vs ClickFunnels, we’re going to answer that question.

We’ll start by explaining exactly what Instapage and ClickFunnels are and what you can do with each of them, then we’ll explore some of the key differences between them. 

After that, we’ll take a deep dive into all their key features and see how they stack up against each other. Then, we’ll compare their pricing and share what we think are their biggest strengths and weaknesses. 

And finally, we’ll let you know our final verdict about which is the overall best, and who each platform is best for.

Ready? Let’s get started!

What Is Instapage?

Instapage is an advanced landing page platform with over 15,000 users spread across 100 countries. 

Instapage home page

The landing page software solution was built to fulfill the needs of in-house marketing teams and agencies. It offers a suite of enterprise-level tools to help marketers create and optimize personalized post-click landing pages.

Unlike other landing page solutions, Instapage focuses specifically on helping marketers to improve their return on advertising spend (ROAS). 

It comes with many unique features that support this goal, like advanced 1-to-1 ad-to-page personalization with real-time dynamic content, an innovative AdMap feature for easy campaign management, Postclick Score tracking, advanced analytics and experimentation (A/B testing, heatmaps, etc), visual collaboration tools, AMP pages, and more.

All of this makes Instapage one of the most popular choices amongst marketing teams that run regular PPC campaigns.

However, if you’re not running advertising campaigns, you probably won’t be able to make the most of it. It’s less well-suited to solopreneurs and SMBs that don’t have as large a budget or require these kinds of advanced features.

What Is ClickFunnels?

ClickFunnels is an all-in-one website and sales funnel builder targeted toward entrepreneurs and small businesses. It was created by CEO Russel Brunson back in 2014 and grew quickly to become one of the most popular SaaS platforms on the market.

click funnel home page

Like Instapage, you can use it to create landing pages with ease. However, unlike Instapage, ClickFunnels’ interface is designed so that you can also connect those landing pages together and visualize them as complete funnels.

You can create many different types of funnels, including membership site funnels and webinar funnels.

As an all-in-one solution, it also provides other marketing tools on top of the core page and funnel builder to help you grow your online business. This includes built-in email autoresponders, an integrated shopping cart, affiliate program, hosting, etc.

Instapage Vs ClickFunnels Key Differences

Before we get into the nitty-gritty details, here’s a quick overview of the biggest differences between Instapage and ClickFunnels:

  • Instapage offers a true drag-and-drop editor whereas ClickFunnels uses a grid-based editor. With Instapage, you can move elements around your landing pages with complete freedom and edit with pixel precision, whereas with ClickFunnels you can only move elements to positions within set rows and columns.
  • Instapage is built for teams and agencies whereas ClickFunnels is best for solopreneurs. You can work alongside your team easily in Instapage thanks to the built-in collaboration tools, but this is a lot harder on ClickFunnels. You’re not technically allowed to build and host client funnels on your ClickFunnels account as it’s against the terms of service, so it’s not ideal for agencies.
  • Instapage is an advanced landing page builder whereas ClickFunnels is both a landing page and sales funnels builder. As such, ClickFunnels has more of a broad feature set with additional marketing and sales features (email marketing, affiliate marketing, etc), but lacks some of the more advanced landing page features that Instapage has (advanced personalization, AMP pages, etc.)

Instapage Vs ClickFunnels Features

Now you know the broad differences between the two, let’s compare all of Instapage vs ClickFunnels features side-by-side.

Landing Page Builder

Both ClickFunnels and Instapage provide users with intuitive, no-code landing page builders that make it easy to build pages from the ground up. However, the interfaces of their respective page editors aren’t all that alike

The biggest difference is that Instapage uses a grid-free editor while ClickFunnels is grid-based.

This means that when you’re building pages on Instapage, you can move elements around the page around with complete freedom, and when you drop them, they stay exactly where you put them.

Instapage Landing Page Builder

You can control the exact layout of every element on the page with pixel precision. This gives you more freedom but makes it a little harder to get everything aligned correctly across devices.

On the other hand, when you use ClickFunnels Etison Editor, elements can only be placed within set rows and columns. When you drop elements, they lock into place in the nearest cell in the grid. 

ClickFunnels Etison Editor

Again, there are advantages and disadvantages to this. On the plus side, it ensures everything is aligned properly. However, it also gives you less control and flexibility.

Aside from that, we also felt that Instapage’s editor had more to offer in terms of widgets, blocks, and other page elements. One feature we really liked is the ‘Instablocks’ feature, which lets you add pre-built page sections complete with text, images, and widgets in a couple of clicks. 

The bottom line: ClickFunnels‘ landing page tool is easier to use if you’re not tech-savvy and don’t have an eye for design. But on the whole, we preferred Instapage for its precision editing capabilities, Instablocks, and flexibility.


If you don’t want to build your landing pages from scratch, you can start with a template. Both platforms offer a range of templates for different kinds of landing pages, like sales pages, checkout pages, thank you pages, and squeeze pages.

Clickfunnels Funnel Builder

In my experience, the templates on ClickFunnels seem to have a heavier emphasis on closing sales than on Instapage, but some of them felt a little dated. I preferred Instapage’s templates as they seemed more modern and not quite as intrusive.

Instapage only offers landing page templates, but ClickFunnels offers both landing page and sales funnel templates. You can visit the ClickFunnels marketplace to explore dozens of plug-and-play funnel templates and use them in your own campaigns.

The bottom line: Instapage has more modern landing pages, but ClickFunnels sales page templates are a little better. 

Sales Funnel Builder

ClickFunnels is the only platform of the two to provide a funnel builder—and it’s the heart and soul of the software. Everything you do happens in the funnel builder interface and it’s super simple to use.

It works like this. First, add each of the steps (pages) in your funnel through the sidebar.

clickfunnels funnel builder interface

From there, you can open up the editor to customize each page separately. You can also change the settings, select your page templates, run split tests, and more all from the same interface.

Instapage doesn’t offer anything similar to the CF funnel builder. You can still use it to build all the landing pages you use in your funnel, but you’ll have to connect them together manually, and you won’t be able to visualize them as funnel steps like you can in ClickFunnels.

The bottom line: ClickFunnels is the clear winner when it comes to building sales funnels.

Marketing Automation

ClickFunnels and Instapage both come with some basic marketing automations.

On ClickFunnels, this takes the form of Follow-Up Funnels (previously called Actionetics). 

Clickfunnels Follow-Up Funnels

Follow-up Funnels are automated sequences that deliver marketing messages via email, text, and messenger apps to your audience after they’ve left the page.

Instapage doesn’t offer any kind of email marketing and you can’t use it to send out autoresponders. However, it does offer Post-Click Automation (PCA), which enables you to automatically map and deliver unique post-click landing pages to your different audience segments.

The bottom line: Neither platform stands out when it comes to automation. You can’t use them to build custom automated workflows like you can with some other all-in-one marketing platforms. However, ClickFunnels offers automated Follow-Up Funnels and Instapage offers Post-Click Automation.


Instapage wins hands down when it comes to analytics. It has some of the most sophisticated analytics and reporting tools that we’ve seen, with advanced features like heatmaps that you don’t often find in other landing page builders.

In case you didn’t already know, heatmaps are visual representations of how users interact with your landing pages.

They show you the areas that get the most attention and the least attention based on things like click and scroll tracking. You can use this information to improve the layout of your pages and maximize conversions.

Instapage heatmap

In addition to heatmaps, Instapage also keeps track of all the key metrics like visitors, conversions, and average conversion rate. If you connect your ad account, you’ll even be able to see your cost per visitor and cost per lead.

Instapage heatmap page

Unlike Instapage, ClickFunnels doesn’t have its own built-in analytics solution. If you want to keep track of your key performance indicators, you’ll need to hook it up with a third-party analytics tool like Google analytics.

The bottom line: Instapage is the best choice if you’re looking for a solution that comes with built-in analytics. We were particularly impressed with its heatmaps and cost per lead tracking 

A/B Testing

A/B testing (split testing) allows you to compare different versions of a landing page to see which one performs best. It’s an essential feature for serious marketers that care about conversions. 

On ClickFunnels, you can create page variations and launch your A/B testing campaigns in the funnel builder interface. You can control the rotation and set the percentage of page visitors you want to send to each page (e.g. 30% to page A, 70% to page B).

Clickfunnels A/B Testing Campaign

Once you’ve done that, ClickFunnels will take care of the rest. It will track how well each variation performs and give you a ‘confidence score’ that tells you which is best, so you can use it going forward.

On Instapage, you start by creating your page variations inside the page editor. Just add as many variations as you like via the bar at the top and then switch between them to make your adjustments.

Instapage page variations on the page editor

Next, you’ll have to exit the page builder and go to your Analytics tab in order to create the A/B test and decide how much traffic you want to send to the different variations.

The bottom line: Both platforms offer powerful A/B testing tools. There’s not much difference between them, but we found the process with ClickFunnels to be a little more straightforward


Both platforms support a wide range of integrations with popular marketing tools, so you shouldn’t have any issues connecting them with the rest of your stack. 

Instapage has around 120 supported integrations including popular email marketing platforms like MailChimp, Campaign Monitor, and GetResponse. 

ClickFunnels also integrates with tons of email marketing solutions including ActiveCampaign, Drop, and ConstantContact, as well as various webinar tools and analytics platforms.

Plus, both also integrate with the automation platform Zapier, through which you can connect them to hundreds of other third-party tools.

The bottom line: ClickFunnels and Instapage both support native integrations with popular marketing SaaS tools, but if you’re looking for a specific integration, you’ll need to check their websites to be sure it’s supported.

Features Unique To Instapage

In addition to the shared features we just looked at, each platform also has a few exclusive features. Here are some of the features you’ll find on Instapage, but not ClickFunnels:

  • AdMap. Instapage’s AdMap is a unique feature that allows you to contextually visualize and manage your ad campaigns within the Instapage interface. Just connect your ad accounts and sync it up to see all your ads alongside their post-click page experiences, Postclick Score, and more all in one place—no more endlessly switching tabs required!
  • Instablocks. Instapage’s Instablocks feature enables users to save and reuse global page blocks so that you don’t have to build your page content from scratch each time. It’s a fantastic time-saving feature and comes in handy for teams that work on a large number of campaigns.
  • Collaboration tools. You can simplify your team’s workflow using Instapage’s built-in collaboration tools. Leave on-page feedback for other team members, edit pages, and respond to your own feedback in real-time. Once you’ve completed a page, securely share it with your clients.
  • Dynamic content and advanced personalization. Instapage has a bunch of sophisticated personalization tools that you won’t find on ClickFunnels. You can send targeted ads to personalized post-click pages designed to match the ad messages or visitor intent, change copy dynamically based on visitor demographics and other data points, and much more.
  • AMP (Accelerated Mobile Pages) & Thor Render Engine. Instapage’s cutting-edge render technology ensures lightning-fast page load speeds (up to 3x faster than regular landing pages). This can help improve the user experience and with it, your SEO and Quality Scores.
  • Heatmaps. Instapage’s built-in heatmapping tool can track visitor mouse movements, clicks, and scroll depths so that you can easily visualize how users interact with your page. You can then use that data to guide future A/B tests and experimentation in order to better optimize your campaigns.

Features Unique To ClickFunnels

And here are the features you’ll only find on ClickFunnels:

  • Funnel Templates. On the ClickFunnels Marketplace, you’ll find a ton of ready-made funnel templates. There’s the ever-popular tripwire funnel template and templates for webinars, memberships, squeeze pages, product launches, and more. There are even industry-specific funnel templates for real estate businesses, book sales, etc.
  • Follow-up Funnels. ClickFunnels Platinum users can take advantage of follow-up funnels to connect with their audience after they’ve left the page via automated emails, texts, and messenger. This is something Instapage lacks.
  • Backpack. Backpack is ClickFunnels’ built-in affiliate management solution. You can use it to set up affiliate programs and create custom referral links for all your affiliate partners. This is a very useful feature as affiliate marketing can be a great way to generate traffic, leads, and sales for your business.
  • Smart shopping cart. ClickFunnels has its own integrated smart shopping cart so you can make sales through your landing pages. Instapage doesn’t have its own integrated checkout solution, so if you don’t want to rely on third-party software for your shopping cart, ClickFunnels may be a better option.

Pricing Comparison

Next, let’s look at the different pricing plans each platform offers.


Instapage offers two pricing plans: Building and Converting.

instapage comparison

The Building plan starts from $199/month (billed annually) and includes all the core landing page features plus A/B testing. There are no conversion limits to worry about and you can connect unlimited domains. However, you’ll be limited to 30k unique visitors per month, 30 landing pages, 3 team members, and 3 workspaces.

The Converting plan is priced according to your needs – you’ll need to contact their sales team for a quote. Upgrading to the Converting plan will unlock the more advanced features like global blocks, workplace scripts, 1:1 ad-to-page personalization, heatmaps, and custom fonts. Plus, you can contact their sales team to discuss more flexible usage as needed.


You can sign up for 3 ClickFunnels pricing plans, but many just stick to the plans: ClickFunnels or ClickFunnels Platinum.

click funnel full pricing

The standard ClickFunnels plan costs $97/month. It includes all the core features (except follow-up funnels) but comes with some usage caps. You’ll be limited to 20 funnels, 100 pages, 1 sub-user, 3 payment gateways, and 3 domains. You’ll also get access to chat support and the FunnelFlix training courses.

ClickFunnels Platinum costs $297/month and includes all of the above plus some additional goodies and higher usage caps. It comes with unlimited funnels and pages, 3 sub-users, 9 payment gateways, and 9 domains. You’ll also get access to follow-up funnels, priority support, and weekly peer review hackathons.

The Bottom Line

As you can see, both Instapage and ClickFunnels are fairly pricey.

On the whole, ClickFunnel seems to offer better value for money. Its entry-level plan is half the price of Instapage and includes 100 published landing pages compared to Instapage’s 30.

The exception to this is if you plan on building landing pages as part of a team. In that case, Instapage may be the more affordable option as you get 3 team members and 3 workspaces when you sign up, compared to just 1 on ClickFunnels.

Instapage Pros and Cons

Before we wrap up, here’s a recap of what we think Instapage’s biggest strengths and weaknesses are.


  • Sophisticated features for serious marketers. Instapage claims to be ‘the world’s most advanced landing page platform’, and they’re not kidding. It comes with some of the most cutting-edge personalization and experimentation tools that you experienced marketing teams can use to increase the effectiveness of your campaigns. 
  • Advanced personalization. If you’re trying to provide personalized experiences to your audience, there’s no better platform than Instapage. You can use it to set up 1:1 ad-to-page personalization that improves ROI and delivers hyper-personalized landing messages to your different audience segments.
  • Flexible and customizable. Instapage’s landing page editor is super flexible. You won’t feel boxed in, as is so often the case with cheap landing page builders. And with a varied library of over 500+ pre-built templates to choose from, it’s always easy to find a design that’s a good fit for what you’re trying to achieve.


  • It isn’t an all-in-one solution. You can’t run your whole online business on Instapage like you can with ClickFunnels. It’s great for building landing pages but you’ll need to integrate it with other third-party email marketing and automation tools to make the most out of it.
  • Higher learning curve. Don’t get me wrong, Instapage is still pretty easy to use – just not as easy as ClickFunnels. Onboarding is a bit of a hassle, and beginners with no design experience may struggle to align everything properly in the free-form editor.
  • You can’t build sales funnels. Well technically, you could. But it isn’t nearly as easy as it is with ClickFunnels, where the interface is designed to make it easy to visualize your pages as part of your sales funnel.
  • Expensive. With plans starting from $199/month, Instapage is pretty pricey. If you’re running an agency or a larger enterprise, then it’s probably worth the investment. But if you’re a solopreneur or small business, it may be best to go with a cheaper alternative.

ClickFunnels Pros and Cons

And here are what we liked and didn’t like about ClickFunnels.


  • Broad feature set. ClickFunnels is an all-in-one marketing platform and sales funnel builder. You can use it to do much more than just build landing pages thanks to built-in tools for things like email marketing, affiliate marketing, automations, shopping cart, etc.
  • Active community — One of the best things about ClickFunnels is its warm and welcoming community. You can join the Facebook page to network with other users and share tips and tricks. It has over 273,000 members and is super active.
  • Tons of templates. In addition to a wide variety of landing page templates, ClickFunnels also offers pre-built funnel templates for all types of campaigns. You can find dozens of awesome, community-built custom templates on the Marketplace.
  • Easy to use. ClickFunnels was built for solopreneurs and small businesses who don’t have time to waste. It’s very easy to use and onboarding is a breeze.


  • Lacks advanced features. Clickfunnels doesn’t have as many bells and whistles as Instapage. It’s missing some advanced features like heatmaps and ad personalization.
  • You can’t host ClickFunnels pages elsewhere. If you build your landing pages on ClickFunnels, you’re locked into using their ecosystem.
  • Less flexible. We felt that ClickFunnels wasn’t as flexible as Instapage. It can feel a bit boxed in and you don’t have as many options when it comes to customizing your landing pages. Some of the templates also felt a bit dated.

Instapage Vs ClickFunnels Final Thoughts

That concludes our in-depth comparison of ClickFunnels vs Instapage. So, what’s our final verdict?

Well, it’s tough to pick an overall winner as both platforms have their strengths and weaknesses. Each is designed with a different use case in mind and is best suited to a different type of user. 

The best choice for you will depend on what you’re looking for and how you plan on using it. With that in mind, here’s what we’d recommend.

Instapage is the best choice for:

  • Marketing agencies
  • Large businesses with an in-house marketing team. 
  • Anyone running paid Google ads and hoping to increase their ROIs

ClickFunnels is the best choice for:

  • Solopreneurs, online coaches, and small businesses
  • Anyone who wants to build whole funnels (not just landing pages) 
  • Anyone who wants an all-in-one marketing solution
  • Beginners who are just getting started with their online business

We hope this helped point you in the right direction. Good luck!

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