Unbounce Pricing 2026: The Visitor Limit Nobody Talks About

Most landing page builders charge you for what you can build. Unbounce charges you for who shows up.

That visitor-based pricing model is the single most important thing to understand before you sign up, and it’s the thing Unbounce’s marketing buries under feature comparisons and “Start free trial” buttons. Every plan has a hard cap on monthly unique visitors. Go over it, and your bill goes up whether you built one page or fifty.

Here’s how the pricing actually works, what each tier gets you, and where the real costs hide.

The four tiers, stripped down

	Build	Experiment	Optimize	Agency
Annual price	$64/mo	$112/mo	$161/mo	Custom
Monthly price	$99/mo	$149/mo	$249/mo	Custom
Monthly visitors	20,000	30,000	50,000	Custom
Users	1	3	5	Unlimited
Domains	1	2	5	Unlimited
Landing pages	Unlimited	Unlimited	Unlimited	Unlimited
Pop-ups & sticky bars	Yes	Yes	Yes	Yes
AI copywriting	Yes	Yes	Yes	Yes
A/B testing	No	Yes	Yes	Yes
Smart Traffic (AI)	No	No	Yes	Yes
Dynamic text replacement	No	Yes	Yes	Yes
Conversion insights	No	No	Yes	Yes
Dedicated success manager	No	No	No	Yes

Two things jump out immediately. First, the cheapest plan has no A/B testing, the most basic optimization tool in landing page marketing. Second, Smart Traffic, the feature Unbounce markets hardest, requires the third-tier plan at $161/month.

The visitor math that determines your real cost

Forget features for a moment. Here’s the question that actually matters: how much traffic do you drive to landing pages?

If you’re running paid ads (Google Ads, Facebook, LinkedIn), your traffic is directly tied to your ad spend. A rough benchmark: $1,000/month in Google Ads might drive 5,000–15,000 clicks depending on your industry and cost-per-click. $3,000/month might push 15,000–40,000.

That means:

• Under $1,500/mo ad spend: You’re probably fine on Build (20K visitors)
• $1,500–3,000/mo ad spend: You’ll bump against the Build cap. Experiment (30K) gives breathing room
• $3,000+/mo ad spend: You need Optimize (50K) or you’ll eat overages every month

The problem is traffic isn’t predictable. A viral social post, a seasonal spike, a well-performing ad set: any of these can blow past your monthly cap in a week. On Leadpages, that’s a non-event. On Unbounce, it’s an overage charge.

Build: $64/month annual

Who it’s for: Freelancers and small businesses with modest traffic who want a step up from basic page builders.

You get unlimited landing pages, pop-ups, sticky bars, and Unbounce’s AI copywriting assistant (Smart Copy). The drag-and-drop builder is excellent, with more design flexibility than Leadpages and pixel-level control over layouts.

What’s missing matters. No A/B testing means you’re publishing pages and hoping they convert, with no systematic way to improve them. For a landing page tool, that’s a significant gap. You’re paying $64/month for a builder without the core optimization workflow.

The honest take: At this tier, Unbounce is a premium page builder competing with tools that cost half as much. If you don’t need A/B testing or Smart Traffic, Leadpages Standard ($37/month) gives you unlimited pages, unlimited traffic, and a comparable builder for 42% less.

Experiment: $112/month annual

Who it’s for: Marketers who run A/B tests and need data to optimize conversions.

This is where Unbounce starts to function as a proper optimization platform. A/B testing lets you run variant tests, dynamic text replacement personalizes headlines based on search keywords (great for PPC), and you get 3 users and 2 domains.

The 30K visitor cap is reasonable for mid-level ad spenders, and the jump from 1 to 3 users makes this workable for small teams.

The honest take: At $112/month, you’re paying $38/month more than Leadpages Pro ($74/month) for A/B testing plus dynamic text replacement. If DTR matters for your PPC campaigns, Experiment has a genuine edge. If you just need A/B testing, Leadpages Pro does it for less, with no visitor cap.

Optimize: $161/month annual

Who it’s for: Businesses with enough traffic and revenue that AI-powered optimization produces measurable ROI.

This is the plan Unbounce wants to sell you, and it’s the only tier where Unbounce offers something competitors genuinely can’t match.

Smart Traffic automatically routes each visitor to the landing page variant most likely to convert them based on their attributes: device, browser, location, time of day, referral source. It’s not A/B testing. It works simultaneously across all variants, starts optimizing with as few as 50 visits per variant, and continuously adapts.

Unbounce claims Smart Traffic lifts conversions by 30% on average. Even a conservative 15% lift can change the math dramatically:

• 50K visitors/month at a 3% conversion rate = 1,500 conversions
• A 15% lift = 1,725 conversions, or 225 additional conversions per month
• If each conversion is worth $20, that’s $4,500 in additional monthly revenue for a $161/month tool

The honest take: Smart Traffic is Unbounce’s real product. Everything below Optimize is just a landing page builder with a premium price tag. If your math works like the example above, this plan pays for itself many times over. If your traffic is under 30K/month or your conversions aren’t high-value, you’re paying for AI optimization that doesn’t have enough data to work well.

Agency: custom pricing

Who it’s for: Agencies managing landing pages for multiple clients.

Unlimited users, unlimited domains, custom visitor limits, dedicated success manager, and sub-account management. Pricing isn’t published; you negotiate based on total visitor volume and number of clients.

If you’re managing 5+ client accounts, this is the only plan that makes financial sense versus buying separate Optimize subscriptions.

What Unbounce doesn’t put on the pricing page

1. Overages are the real pricing lever. Unbounce’s visitor caps aren’t soft limits. Exceed them and you pay per additional visitor. The specific overage rates aren’t prominently published, which means you’ll discover the cost after you’ve already gone over. Monitor your traffic closely in the first few months.

2. Smart Traffic needs volume to work. The flagship AI feature requires enough traffic across enough variants to find meaningful patterns. If you’re sending 10,000 visitors to a single page with two variants, Smart Traffic has 5,000 data points per variant, which is workable. If you’re splitting traffic across 5 pages with 3 variants each, you might not hit statistical significance on any of them.

3. The cheapest plan has no testing. Build at $64/month is a landing page builder without the landing page optimization workflow. That’s like buying a camera without a lens: functional, but missing the point.

4. The trial requires a credit card. Unbounce’s 14-day free trial asks for payment info upfront. Not a dealbreaker, but it creates a billing risk if you forget to cancel. Leadpages does the same, for what it’s worth.

5. Annual billing saves 25-35%, but locks you in. Build drops from $99 to $64 on annual billing. That’s a $420/year savings, meaningful enough that monthly billing feels like a penalty. But you’re committed for 12 months before you’ve validated whether the tool earns its keep.

Who should pick Unbounce (and who shouldn’t)

Unbounce earns its price if:

• You drive 20K+ monthly visitors to landing pages and conversions are worth $20+ each
• You want Smart Traffic’s AI optimization and have enough traffic to feed it
• You need dynamic text replacement for PPC campaigns with multiple keyword groups
• You’re an agency managing landing pages across multiple client accounts

Skip Unbounce if:

• Your traffic is under 20K monthly visitors: Leadpages gives you more for less
• You’re budget-constrained, and $64/month for a plan without A/B testing is hard to justify
• You just need simple landing pages for lead magnets or webinar signups
• You value predictable billing, as visitor caps mean your cost can spike unexpectedly

The bottom line

Unbounce is a premium tool with premium pricing. It’s not trying to be the cheapest landing page builder; it’s trying to be the highest-converting one.

That positioning only works at the Optimize tier ($161/month annual), where Smart Traffic gives you AI-powered conversion optimization that no competitor matches. Below that tier, you’re paying Unbounce prices for features available elsewhere at half the cost.

Run the math on your own traffic and conversion values. If Smart Traffic’s optimization can generate even $200/month in additional revenue, the Optimize plan pays for itself. If your traffic doesn’t support that calculation, Leadpages is the smarter financial choice.

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Pricing sourced from Unbounce. Last checked February 2026.