What Is Unbounce? Landing Pages, A/B Tests and Smart Traffic
By Joris van Huët · Unbounce's own site
The short answer: if you buy paid traffic and want the landing page and the experiment in one tool, Unbounce's testing starts on Experiment at $149 a month and its AI traffic routing, Smart Traffic, on Optimize at $249; the $29 Starter plan builds 5 pages for up to 500 visitors and runs no tests. It is an AI-powered landing page builder for marketers and agencies, priced by traffic, per its pricing page.
Disclosure: I may earn a commission through some links on this site. It does not change what this page says.
Size the plan by traffic first:
- Work out the overage before it happens. Above the allowance, Unbounce charges a one-time $80 per 10,000 extra visitors, rounded up, per its limits article. For example, 42,000 visitors on Experiment's 30k allowance is 12,000 over, two blocks: 2 x $80 = $160.
- Start from last month's traffic. Take the page's paid visitors from your ad platform's report; that number, not the feature list, picks the tier.
- Keep one conversion goal per page. Multiple goals are counted as one total, per the conversion goals guide, which blurs any test.
What Unbounce does
Pages come from a prompt, a template or a blank canvas, in a drag-and-drop builder with custom code, plus popups and sticky bars. Dynamic text replacement matches headline words to the search keyword, and A/B tests start on Experiment.
Smart Traffic replaces the fixed split: it learns from attributes such as browser, country, time zone and operating system, then sends each new visitor to the variant most likely to convert for them, according to the Smart Traffic FAQ. It needs at least two variants.
The MCP server, on every plan, lets Claude or ChatGPT build pages, run tests and pull reports, without lead data, per its FAQ; it edits only pages it created or converted, not builder pages.
Who should buy it
Performance marketers and agencies running paid traffic at volume, where several audiences land on one page. Less so a low-traffic page, which gives a test too few visitors, or a seller who needs upsell steps after checkout.
What it costs
Checked on 26 October 2026 on the Unbounce pricing page, in USD:
| Plan | Billed monthly | Billed yearly, per month | Pages | Visitors a month | Users | Root domains |
|---|---|---|---|---|---|---|
| Starter | $29 | $22 | 5 | 500 | 1 | 1 |
| Build | $99 | $74 | Unlimited | 20k | 1 | 1 |
| Experiment | $149 | $112 | Unlimited | 30k | 3 | 2 |
| Optimize | $249 | $187 | Unlimited | 50k | 5 | 3 |
| Concierge, Agency | Custom | Custom | Unlimited | From 100,000 / 50,000 | From 15 / 5 | From 5 / 10 |
Yearly billing saves 25%, per the pricing page. The trial lasts 14 days with no card, one user and no custom domains.
Unbounce keeps an over-limit page running and bills the extra visitors at the end of the cycle, which protects your campaign and Unbounce's revenue in the same move; the warning email at 85% of the allowance, per the limits article, is your moment to choose between the fee and the next plan.
Beside Landingi, Leadpages and Swipe Pages
- Landingi runs A/B tests, event tracking and translation on its $149 Optimize plan with 30,000 visits, per its pricing page. Unbounce adds visitor routing; Landingi adds click data.
- Leadpages starts A/B testing at $99 a month with no traffic cap, per its pricing page. For one page with heavy traffic, the overage question disappears.
- Swipe Pages builds AMP pages for phones, with 50,000 visits and testing on its $89 Marketer plan, per its pricing page. Cheaper per visit; no visitor routing.
Where to start
Pick a page with enough paid traffic and two angles worth testing. How to use Unbounce sets up Smart Traffic on it.
FAQ
Is the MCP server included?
Yes, on every plan and in the trial, per the MCP server page.
How many visitors before Smart Traffic starts routing?
The setup guide puts the end of the Learning Phase at just over 30 visitors; the older FAQ says 50.
Can I publish on my own domain or WordPress?
Yes, per the pricing FAQ, alongside the hosting included on Build and above.