Oct 23, 2023

10 things to consider (and 10 to watch out for) when choosing your first Shopify page builder

Rebecca Anderson

Rebecca Anderson

10 things to consider (and 10 to watch out for) when choosing your first Shopify page builder

Finding the right page builder for your business can feel overwhelming – to say the least. 

A simple search for “page builder” in the Shopify App Store presents a staggering 812 apps to choose from.

With so many options promising the same experience but performing at different levels, it can be challenging to decide which one is the best fit for you.

But here’s some good news – you don’t have to figure this out yourself. 

We’ve put together a list of the top 10 things to consider (and 10 things to watch out for) when picking a page builder for your Shopify store. 

First, let’s dive into the most important factors to consider when selecting a page builder.  

10 things to consider to get the best Shopify page builder for your store

1. Ease of use

Many page builders on Shopify claim to be user-friendly, intuitive, and promise a plug-and-play experience. 

However, the truth is that not all of them are as easy to set up. Many often need some tech skills to get started.

To assess if a page builder is easy to use - look for the following aspects: 

  • Drag-and-drop interface: this makes it easy for you to add content, images, and other elements to your pages without having to code. 

  • Non-technical language/lack of jargon: this will significantly reduce the learning curve to navigate and use the platform and will help you get started faster.

Remember, building a page should be as simple as sending an email. Figuring out what to do should be mostly intuitive - without needing hours of tutorials or outside experts to help. 

2. Pre-built templates and sections

The quickest way to build a web page is by having all the inspiration you need right within the product itself. 

Here’s what to look for: 

  • Ready-to-use full-page templates or sections to help you start designing faster. 

  • Templates/sections designed with conversion best practices in mind. This ensures your webpage is not only visually appealing but also effective in achieving your goals.

  • Elements that align with design best practices, such as clear calls-to-action, sections for user-generated content (UGC), easy navigation, and responsiveness across all screen sizes. 

The presence of high-quality templates and sections will make it easy for you to build fresh, stunning pages without technical expertise! 

3. Free trial

The easiest way to see if a page builder is right for you is to try it yourself. Opt for page builders that have a free trial or a sandbox environment where you can play around with the product.

Remember, different page builders specialize in different aspects of page building. Depending on the page you want to build, experimenting with the free version can help you gauge if a particular product aligns with your needs.

Note - while many Shopify page builders do offer free trials, publishing a Shopify page usually isn’t free.

4. Reviews and feedback

When comparing Shopify page builders, customer reviews can be a good source of information and feedback. 

Explore the reviews available on the Shopify App Store and refer to software comparison websites such as G2, Capterra, and TrustPilot to make an informed decision.

While going through reviews, closely observe how the page builder responds to negative reviews. This will help you assess the extent to which the brand values resolving its customers’ concerns and complaints. 

5. Support coverage and resources

Getting all the help you need is essential for a hassle-free page-building journey. 

Here’s what to consider when evaluating a page builder’s support coverage and resources: 

  • Documentation 

  • Video tutorials

  • Product blogs

  • User communities:

    • These can be valuable places to find information, advice, and support from peers facing similar issues. 

  • Support availability: 

    • 24/7 assistance

    • Operation during key working hours

    • Support hour time zones

    • Average problem resolution time

    • Quality of support answers

Keep in mind that if a page builder cannot quickly resolve your issue (within 24-48 hours), this could impact the bottom line of your eCommerce store. 

6. Product performance and stability

Encountering performance issues such as lags, bugs, and slow load times while using a platform may not only be frustrating but also directly impact your productivity. 

Go through user reviews and look for common issues or praises related to stability and performance. Browse through communities, social media, and Reddit threads about the product to note any performance issues and the solutions or responses provided by the page builder or its users.

Keep a close eye on the product’s change logs. This will give you enough information about release notes & updates and how actively issues are being fixed–helping you analyze the company's commitment to improving the product.

7.  Customization and branding

The ability to easily customize templates and sections within a page builder to your brand style is an important element to consider. This will save you time and ensure that you are creating unique pages.

Here’s what to look for when considering customization and brand features: 

  • Ability to upload your own Brand Kit, including your:

    • Color scheme

    • Fonts

    • Text styles

  • Ability to preview pages before publishing:

    • So you can check how everything looks 

    • And make any fixes to achieve your full vision

This will enable you and your team to build consistent and on-brand design experiences. Additionally, this eliminates the need to update headers and texts one by one. So you can focus on the more creative aspects of page building. 

8. Design responsiveness

1 in 3 Americans chooses to buy something online with their smartphone each week, according to a Pew Research study

In 2023, mobile responsiveness isn’t just a want, it’s a need. 

Your users could be visiting your website on any device. Opt for a page builder that offers breakpoints, ensuring your web pages appear consistent across different displays. 

During the free trial, play around with the zoom-in and zoom-out features, and check the responsiveness of the pages across devices such as tablets, mobile, and desktops. 

Pay close attention to how the elements adjust and reposition themselves across different screens.

9. Built-in Shopify integration

When choosing a page builder, ensure it's integrated with Shopify. This not only verifies it as an official Shopify partner but also typically guarantees smoother integration with other apps and add-ons, enhancing your store's functionality and user experience.

This allows you to publish pages straight to your Shopify store. No more migration hassles or using third-party workflow tools to publish pages. 

Page builders with a deep Shopify integration are more attuned to Shopify’s features, updates, and nuances and will provide more tailored solutions and support as opposed to tools that offer OOTB integration.

10. Cost and ROI

When selecting a Shopify page builder, consider both cost and ROI. There's a wide variety of builders available, each with its own set of plans and pricing. 

The cost usually depends on several things, such as the number of pages you can publish, the availability of ready-made templates, the level of customer support, and the features included in each plan. 

Here is a list of pricing pages for some of the most popular Shopify page builders to choose from:

When considering the ROI of a page builder, assess the following factors: 

  • Value add to your business

  • Long-term benefits: customer retention and scalability

  • Scalability of the tool with your business needs

While there’s plenty to think about when it comes to choosing the right Shopify page builder, it is also important to be aware of what to avoid when picking a page builder. 

10 red flags to watch out for when choosing a Shopify page builder 

To ensure that you pick the best Shopify page builder for your brand, we’ve created a list of 10 things to watch out for. 

1. Shrink-wrapped product

Be cautious with products that have inflexible templates and limited customization options. This can restrict your design choices and potentially affect your vision and user experience. You risk having your store look like a copy copycat of other stores, instead of looking unique. 

2. Slowing down your website

Beware of page builders that use JavaScript, which can slow down your website. A good way to spot this early is by going through reviews that specifically talk about page builder-related store speed issues and page load times

3. Slow/stagnant feature development

Check the frequency of updates and new features, as it indicates the company’s commitment to improving its product. Go through the page builder’s change logs and product blog, or inquire about their product roadmap during the demo call.

4. Enterprise-focused

For small to medium-sized business owners, watch out for page builders that offer white-glove service for Enterprises while neglecting SMBs. Your requirements are distinct but equally important, and it's essential to choose a builder that has support tailored to the size/needs of your business as a priority, not an afterthought. 

5. Negative reviews 

When comparing Shopify page builders, go through its customer reviews, especially the negative ones. See what customers are frequently complaining about, and check how page builders respond to negative reviews to determine their commitment to customer concerns. 

6. Subpar support

Reach out to the team via various channels and note the response time and quality. Check communities and forums for documentation and self-help articles. Ensure they are regularly updated and comprehensive before making a choice.

7. Stability issues

Look for customer complaints of erratic performance, broken user interfaces, minor changes causing major disruptions, and other bugs that could compromise your website and user experience.

8. Complicated uninstall process

A frequent issue users face with Shopify page builders is the difficulty in uninstalling the app. Beware of builders that might charge you even after uninstallation. Thoroughly check the terms of service and go through user reviews to identify any uninstallation challenges before choosing a page builder.

9. Uses marketing gimmicks to acquire users

Be cautious about page builders that are unclear about their promises; for example, if a product promises free access and publishing rights - but later unexpectedly forces users to shift to a paid plan to maintain their live page(s). 

This abrupt change can be a sign of unpredictability and a lack of transparency from the company. 

10. Lack of mobile responsiveness

As we mentioned before - having a mobile-responsive site is essential in 2023. If a page builder does not offer the ability to build and visualize highly responsive web pages directly in their platform, you risk compatibility issues. 


Selecting the right Shopify landing page builder can determine the success of your business.  Consider features, integration, support, and value while balancing cost against ROI and future needs.

By keeping the factors mentioned in this article top of mind, you'll be well on your way to selecting a builder that not only elevates your site but also fits your brand’s vision for long-term success.

Not sure what page builder to start with? 

To find the right page builder, consider what kinds of pages you’ll be making, how often you want to publish, your budget, and whether you prefer using code or not.

Many page builders, including Instant, give you the chance to test their platform for free – you only need to pay when you decide to publish or upgrade. This try-before-you-buy approach is an excellent way to figure out which builder is the right fit for your needs. Sign up for the waitlist to start building a page with the Instant Beta.

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Start building now

Explore Instant today to start building high-converting landing pages and sections, no-code required.

Start building now

Explore Instant today to start building high-converting landing pages and sections, no-code required.




© Instant

Start building now

Explore Instant today to start building high-converting landing pages and sections, no-code required.




© Instant