Unbounce costs $29 (Starter), $99 (Build), $149 (Experiment) or $249 (Optimize) a month, or about 25% less billed annually. Each plan caps monthly unique visitors, from 500 to 50,000, and Unbounce charges $80 for every extra 10,000 visits or part of 10,000. There is no Free plan, only a 14-day trial without a card.
All figures come from Unbounce’s own pricing page, help center and terms, checked on October 21, 2026. This guide covers each plan, how the visitor caps work, what overage adds to the bill at real traffic levels, and which plan fits which team.
Unbounce plans and prices at a glance
| Plan | Monthly | Annual (per month) | Visitors a month |
|---|---|---|---|
| Starter | $29 | $22 | 500 |
| Build | $99 | $74 | 20,000 |
| Experiment | $149 | $112 | 30,000 |
| Optimize | $249 | $187 | 50,000 |
| Concierge | Custom | Custom | From 100,000 |
| Agency | Custom | Custom | From 50,000 |
| Plan | Landing pages | Root domains | Users |
|---|---|---|---|
| Starter | 5 | 1 | 1 |
| Build | Unlimited | 1 | 1 |
| Experiment | Unlimited | 2 | 3 |
| Optimize | Unlimited | 3 | 5 |
| Concierge | Unlimited | 5 | 15 |
| Agency | Unlimited | From 10 | From 5 |
Prices are in US dollars. A/B testing starts on Experiment, and Optimize adds AI traffic optimization. Every plan includes unlimited conversions, unlimited subdomains, 100+ templates, free hosting and customer support.
Every Unbounce plan caps monthly visitors
Unbounce prices each plan on traffic as well as features. Its pricing page defines a visitor as “a person who views your landing page, popup, or sticky bar at least once in a given month”, counted once per month using cookies, however many times they return.
Three details decide how fast you reach the cap:
- The allowance is per account, not per page. Unbounce’s help center gives the example of an Optimize account with 10 pages across 3 client folders sharing one 50,000-visitor pool.
- Popups and sticky bars count toward the same allowance as landing pages.
- Starter’s 500 visitors a month works out to about 17 a day, so it suits a test page more than a running paid campaign.
Unbounce emails you when you pass 85% and 100% of your allowance. Your pages keep running after you go over.
Overage costs $80 for every extra 10,000 visits
Section 4.4 of Unbounce’s terms sets the rate: “Effective November 10 2025, the overage fee is $80 per additional 10,000 visits or part thereof.” Part of a block counts as a full block, so 10,001 extra visits costs $160. Overage is billed as a one-time fee, invoiced separately from your plan.
Here is what each self-serve plan costs in a month at two traffic levels, on monthly billing:
| Plan (cap) | Price | At 30,000 visitors | At 60,000 visitors |
|---|---|---|---|
| Starter (500) | $29 | $269 | $509 |
| Build (20,000) | $99 | $179 | $419 |
| Experiment (30,000) | $149 | $149 | $389 |
| Optimize (50,000) | $249 | $249 | $329 |
Each total is the plan price plus $80 for every 10,000 visits over the cap, rounded up. The cheapest plan is rarely the cheapest bill: at 30,000 visitors Experiment costs less than Build, and at 60,000 Optimize costs $90 less than Build. Unbounce’s help center says upgrading before the billing cycle ends avoids the fee, so a traffic spike you can see coming is cheaper to handle with an upgrade.
Ploy plans aren't priced on visitor counts
Unbounce has no Free plan, only a 14-day trial
Unbounce does not sell a Free plan. The entry point is a 14-day trial, and the cheapest paid plan is Starter at $29 a month. According to the pricing page FAQ, the trial:
- gives full access to the plan you choose
- needs no credit card, and asks for payment details only if you continue
- is limited to a single user, no custom domains and “some traffic restrictions”
You can subscribe at any point during the trial.
Monthly or annual billing
Annual billing saves about 25% on every self-serve plan. You can upgrade at any time and pay the prorated difference, according to section 5.4 of the terms. A move to a lower plan takes effect at the end of the current billing cycle, monthly or annual. Concierge plans need a one-year commitment whichever billing cadence you choose.
Which Unbounce plan fits your team
- Starter fits a single test campaign. It has no popups or sticky bars.
- Build fits teams running several campaigns that need popups, sticky bars and custom scripts, without A/B testing.
- Experiment fits teams that test page variants against each other.
- Optimize fits paid-media teams with steady traffic that want AI traffic routing.
- Concierge fits larger companies that need a dedicated success manager, on a one-year minimum.
- Agency fits agencies running client campaigns across many root domains.
Budget for the plan that covers your real monthly traffic, not the plan with the features you want.
Unbounce alternatives
Instapage, Leadpages and Ploy are three alternatives worth comparing with Unbounce. Instapage and Leadpages are landing page builders in the same mold. Ploy builds landing pages too, and adds visitor identification, CRM sync and ad tools in the same workspace, covered in the next section. When you compare, line up the same three numbers for each tool: the visitor cap, the overage rate and the lowest plan that includes the testing you need. Our roundups of the best AI landing page builders and the best AI landing page builders for agencies cover Unbounce, Instapage, Leadpages and Ploy side by side.
Where Ploy fits in a paid-media stack
Unbounce does one job well: it builds and tests landing pages for paid traffic. Most teams run it next to separate tools for ads, visitor identification, CRM, SEO and analytics. Unbounce connects to many of them through integrations (1,000+ on Build and above), but each one is its own subscription with its own data, and Unbounce’s plans don’t list visitor identification.
Ploy puts more of that stack in one workspace, so your pages, visitors and campaigns share the same data:
- Ploy’s Agent builds landing pages on your own design system, one per ad or audience if you want, and can serve them on paths of your existing domain. Forms capture submissions, and every published site has built-in analytics.
- Paid plans name the companies and people behind your traffic, and Pro syncs them to HubSpot or Attio.
- Ploy makes on-brand ad images and copy for your review, and reads campaign results from Meta Ads on every plan and Google Ads on Pro.
- Any plan can connect Google Search Console and Google Analytics 4, and Ploy tracks how ChatGPT and Google AI Overviews mention your brand.
If testing page variants every week is your main job, Unbounce’s Experiment and Optimize plans are built for it. Ploy Starter also costs more than Unbounce Starter: $50 a month against $29. Ploy prices plans on AI credits for building pages and on visitor enrichments (50 a month on Starter, 1,000 on Pro, none on Free), not on visitor counts. See how the AI landing page builder works, read the full Ploy vs Unbounce comparison, or compare plans on Ploy pricing.
Put your landing pages and marketing stack in one workspace
Start free with no card. Build pages on your brand, then add visitor identification, CRM sync and ad integrations on paid plans.
Sources
- Unbounce pricing, monthly and annual billing, checked October 21, 2026
- Compare plan features, Unbounce, checked October 21, 2026
- What happens if I exceed my traffic limit, Unbounce help center, checked October 21, 2026
- Unbounce terms of service, sections 4.4, 5.3 and 5.4, checked October 21, 2026
- Ploy pricing and Ploy integrations, checked October 21, 2026