Unbounce starts at $29 per month for the Starter plan (about $22/month billed annually), but Starter does not include A/B testing -- that only arrives on the $149/mo Experiment plan. If conversion testing is the reason you are looking at Unbounce, budget for Experiment, not Starter.
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The Short Answer
Choose Unbounce if you run paid-traffic landing pages and want built-in A/B testing and AI traffic routing without buying a full enterprise ad-personalization platform. Skip it if you only need one page and will not run tests -- Leadpages or Carrd cost less for that job.
Unbounce Pricing: All 4 Plans
Unbounce has four plans, each billed monthly or annually (annual billing runs about 25% cheaper per month across every tier, verified $22 vs $29 on Starter through $187 vs $249 on Optimize).
| Plan | Monthly | Billed Annually | Traffic Cap | A/B Testing |
|---|---|---|---|---|
| Starter | $29/mo | $22/mo | up to 500 visits/mo | No |
| Build | $99/mo | $74/mo | up to 20k visits/mo | No |
| Experiment | $149/mo | $112/mo | up to 30k visits/mo | Unlimited |
| Optimize | $249/mo | $187/mo | up to 50k visits/mo | Unlimited + AI traffic optimization |
The jump from Starter to Experiment is the one that matters: Starter and Build both skip A/B testing entirely, so if you plan to test variants at all, $149/mo is your real entry price, not $29/mo. Optimize's plan description names AI traffic optimization as its headline feature -- automated routing of visitors toward the higher-converting variant rather than waiting for a manual test to reach significance.
Feature Reality vs Marketing
Unbounce's Starter plan lists Phone, email, and live chat customer support among its included features. What the public pricing page does not spell out in the same depth it gives traffic caps and A/B-testing availability: ecommerce checkout, SEO controls, and page-export capabilities. If any of those three are a hard requirement, verify them directly with Unbounce sales before committing.
Use-Case Fit
- Running one or two campaigns, no testing planned: Starter ($29/mo, up to 500 visits/mo) covers it, but Leadpages' entry tier is cheaper for the same job.
- Running paid traffic and want to A/B test creative or copy: Experiment ($149/mo, up to 30k visits/mo) is the tier where testing actually becomes available.
- Managing traffic across multiple campaigns and want automated routing instead of manual test-reading: Optimize ($249/mo, up to 50k visits/mo) is the tier AI traffic optimization requires.
See how Unbounce stacks up directly against a lower-cost competitor in the Unbounce vs Leadpages comparison, or against the enterprise end of the category in Unbounce vs Instapage.
The Hidden Costs
The real hidden cost with Unbounce is not an add-on fee -- it is picking the wrong tier. Starter and Build both look like normal entry plans, but neither includes A/B testing. Budgeting $29/mo and discovering you need Experiment's $149/mo tier once testing becomes a requirement is a 5x jump, not a small upgrade. Annual billing locks in the ~25% discount but commits you for a year at whichever tier you pick.
Which Plan Should You Buy?
If A/B testing matters at all, start your evaluation at Experiment ($149/mo, or $112/mo annual), not Starter -- Starter's lower price is misleading for anyone who will eventually want to test a variant. For teams managing enough simultaneous traffic that manual test-reading becomes a bottleneck, Optimize's AI traffic optimization ($249/mo) automates that decision. See SoftwareSift's full landing page builder rankings for how Unbounce compares against the rest of the category.
Check Unbounce pricing and start a 14-day free trial →
Read the full Unbounce review on SoftwareSift, or see how it compares in SoftwareSift's landing page builder rankings with current pricing data.
Frequently Asked Questions
- Does Unbounce have a free plan?
- No. Unbounce offers a 14-day free trial, then requires a paid plan starting at $29/mo (or $22/mo billed annually) -- no permanent free tier.
- Which Unbounce plan includes A/B testing?
- Experiment ($149/mo) and Optimize ($249/mo) include unlimited A/B testing. Starter and Build do not.
- What is Unbounce's AI traffic optimization feature?
- AI-based visitor routing available on the Optimize plan ($249/mo) that sends each visitor to the page variant statistically most likely to convert them, rather than splitting traffic evenly during a manual test.
- Is annual billing worth it for Unbounce?
- Annual billing runs about 25% cheaper per month on every plan (for example, Optimize drops from $249/mo to $187/mo) -- worth it if you are confident you will keep the plan for a full year.