7 Best Lead Capture Software for Marketing & Sales 2022

Check out our independent editorial review of the best lead capture software for generating quality leads, including use cases for each.

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Lead capture software helps businesses collect contact information and other details from online leads via embedded forms or pop-ups and sometimes landing pages or chat widgets. The best lead capture software collects lead data for further nurturing as well as lets you A/B test campaigns, create automated lead funnels, and more. To help you choose the best solution, we looked at a variety of lead capture software to determine the best and who they're right for.

Here are the best lead capture software options for marketing and sales:

  • Freshsales: Best overall lead capture solution for sales & marketing (free starting price)
  • OptinMonster: Best for a wide variety of lead capture elements (14-day guarantee)
  • Leadpages: Best lead capture solution for unlimited traffic (14-day free trial)
  • OptiMonk: Best lead capture forms for e-commerce companies (free starting price)
  • ActiveCampaign: Best lead capture software for email marketing (14-day free trial)
  • HubSpot Marketing Hub: Best for customizable form fields (free starting price)
  • ClickFunnels: Best lead capture software for automated sales funnels (30-day special offer)

If you're only looking to capture online leads via landing pages and not embedded forms or popups, check out our expert roundup of the top landing page builders. Otherwise, continue reading for a complete breakdown of our best lead capture options:

How We Evaluated the Best Lead Capture Software

The best lead capture software include a mix of lead generation software specializing in capturing leads as well as CRMs or marketing software with lead capture capabilities. To determine the best, we identified six categories important to lead capture software and used key subcriteria in each category to assign every option an overall score out of five. Also determined were primary use cases for each of the best-rated choices. Check out our specific scoring criteria below:

Evaluation Criteria

We placed the most emphasis on general and premium features related to lead generating forms and popups, but also considered landing page and live chat. Other areas we graded include the cost for access to features, accessibility, app integrations, reporting & analytics, and automation.

Core Features:
Reports & Analysis:

Note: All per-user or monthly prices are with a one-year commitment unless noted.

Per our evaluation, Freshsales is the best lead capture software with an overall score of 4.1 stars. It placed first in two criteria (automation, reports & analysis) and ranked above average in most other categories. Meanwhile, OptinMonster and OptiMonk both took the top spot in the most-weighted category of lead capture features. Keep reading for a complete breakdown of how our top lead capture software options fared across all six categories.

Freshsales: Best Solution for Sales & Marketing

Top-rated CRM offering sales and marketing functionality including web forms and other lead gen tools.

Price Range: Free to $69 per user, per month (21-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-full Features star-fullstar-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Accessibility star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-fullstar-full Automation star-fullstar-fullstar-fullstar-fullstar-full Reporting star-fullstar-fullstar-fullstar-fullstar-full


  • Freddy AI nurtures leads
  • Generate customized reports
  • Create free web forms


  • Lacks some marketing features
  • Data not always well-organized
  • Only free option is in Growth

Freshsales sits at the top of our list of best lead capture software for sales and marketing features. It offers an array of lead capture tools, including smart web forms, landing pages, bulk messaging, and more depending on the plan you choose. Freshsales also includes sales pipeline features like lead management and its Freddy AI virtual assistant, which can score leads, forecast revenue, and deliver insights to convert prospects into customers.

To access their landing page builder, you'll need to select "Freshsales Suite" or also sign up for Freshmarketer, which offers a free tier.

Freshsales Cost

  • Free Version: Supports up to 3 users
  • Growth: $15 per user, per month
  • Pro: $39 per user, per month
  • Enterprise: $69 per user, per month
  • Free Trial: 21 days

Freshsales Key Features

  • Freddy AI: Engages with leads, enriches contact data, and generates deal insights.
  • Lead Scoring: Uses historical data like engagement levels to rank and prioritize leads.
  • Custom Reports: Tailor default reports to present the metrics that matter most to you. 
  • Web Forms: Make forms from scratch or integrate the CRM with an existing web form.

freshsales web form dashboard example

Visit Freshsales

OptinMonster: Variety of Lead Capture Elements

OptinMonster is trusted by over a million sites for its interactive web elements with high-level targeting.

Price Range: $9.00 to $49 per month (14-day money-back guarantee)

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  • Variety of capture elements
  • Geo-location targeting
  • Variety of campaign types


  • Forced upgrades with overages
  • Lower plans lack key features
  • No official free trial period

OptinMonster is used by over one million sites for hyper-targeted campaigns via pre-made popups, forms, click-triggers, and other elements. Businesses can tailor content based on location, cookies, device used, and real-time actions. This makes for a unique visitor experience, but it also gives sales teams a heads-up when it’s time to convert these leads into customers. The only major downside is low pageview caps and forced upgrades with overages.

OptinMonster Cost

  • Basic: $9.00 per month for 3,500 pageviews
  • Plus: $19 per month for 15,000 pageviews
  • Pro: $29 per month for 50,000 pageviews
  • Growth: $49 per month for 250,000 pageviews
  • Money-Back Guarantee: 14 days

OptinMonster Key Features

  • Visitor Targeting: Personalize content based on location, cookies, and device type.
  • Interactive Elements: Create lightbox popups, sidebar forms, and coupon wheels.
  • SMART Controls: Make sure campaigns are shown to the right person at the right time.
  • Campaign Archives: Don’t discard seasonal campaigns, save them for later use.

Visit Optinmonster

Leadpages: Best for High-Traffic Websites

Unlike most of its competitors, Leadpages has no caps on traffic, allowing websites to scale without the need to upgrade.

Price Range: $37 to $74 per month (14-day free trial)

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  • Unlimited traffic and leads
  • Basic and advanced integrations
  • Free web hosting & custom domain


  • Needs integrations to boost features
  • Lacking in task automation
  • Analytics are sometimes misleading

Leadpages is a full-scale online lead capture solution that creates lead generation websites and landing pages. What helps Leadpages stand out among the competition is its unlimited pageviews, which eliminates the issue of businesses outgrowing their plans and being forced to upgrade. If you need somewhere to host your page, Leadpages offers free secure hosting (SSL and HTTPS) along with GDPR compliance and a year of free domain registration.

Leadpages Cost

  • Standard: $37 per month for one site
  • Pro: $74 per month for three sites
  • Advanced: Contact for quote (meant for agencies)

Leadpages Key Features

  • Unlimited Traffic and Leads: This is a major benefit for growing websites.
  • Free Web Hosting: Includes a custom domain, SSL encryption, and GDPR compliance.
  • App Integrations: Works with HubSpot CRM, Google Analytics, and much more.
  • SEO: Auto-generated sitemaps and built-in optimization settings will help your site rank.

Leadpages Lead Capture Software

Visit Leadpages

OptiMonk: Best for E-Commerce Companies

Use any of OptiMonk’s 200-plus pre-designed interactive web elements to drive e-commerce sales.

Price Range: Free to $199 per month (3,000 to 500,000 pageviews)

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  • Two months free with annual plan
  • Over 200 template designs
  • E-commerce lead capture


  • No A/B testing with free version
  • Can only send support tickets
  • Pricey for high-traffic sites

OptiMonk specializes in interactive lead capture tools for e-commerce companies. Alert site visitors of promotions and other events with custom popups, spinning wheels, side messages, and full screens. OptiMonk offers solutions for each stage of the online buyer journey, including first visit, browse, cart addition and abandonment, checkout, thank you page, and beyond. This helps e-commerce companies build trust, guide visitors, recommend products, and more.

OptiMonk Cost

  • Optimonk Free-For-Life: Up to 3,000 pageviews
  • Essential: $29 per month for up to 25,000 pageviews
  • Growth: $79 per month for up to 100,000 pageviews
  • Premium: $199 per month for up to 500,000 pageviews

OptiMonk Key Features

  • Interactive Elements: Make custom popups, spinning wheels, teasers, and more.
  • Split Testing: Create unlimited campaign versions for further insights via A/B testing.
  • Behavior Tracking: Set up triggers for when website visitors take specific actions.
  • Third-Party Apps: Integrate with Google Analytics, WooCommerce, and other software.

Visit Optimonk

ActiveCampaign: Best for Email Marketing

ActiveCampaign makes it simple to capture leads and create custom or use pre-built email marketing automations.

Price Range: From $9.00 to $229+ per month (14-day free trial)

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  • Free training and webinars
  • Automates email marketing
  • Integrates with top CRMs


  • Adding contacts is costly
  • Interface can be confusing
  • Automation setup takes time

ActiveCampaign is an email marketing software offering both lead capture capabilities as well as robust automations, including email marketing sequences and even social media posting. Create workflows using the drag-and-drop automation builder or browse a selection of pre-made automation recipes. If learning the ins-and-outs of the software throws you for a loop, all users have access to free 1:1 training, virtual Q&As, webinars, and a vast knowledge base. Every base price includes a minimum of 500 contacts; adding contacts will increase costs.

ActiveCampaign Cost

  • Lite: From $9.00 per month with 500 contacts
  • Plus: From $49 per month with 500 contacts
  • Professional: From $149 per month with 500 contacts
  • Enterprise: From $229 per month with 500 contacts
  • Free Trial: 14 days

ActiveCampaign Key Features

  • Free Training: All plans include 1:1 training and webinar access at no extra cost.
  • Email Marketing: Set up custom email marketing automations or browse pre-made recipes.
  • CRM Integrations: Connect to HubSpot, Salesforce, Pipedrive, and much more.
  • Visitor Targeting: Launch landing pages with content tailored for each visitor.

Visit ActiveCampaign

HubSpot Marketing Hub: Best for Customizable Form Fields

HubSpot Marketing Hub offers a great, entry-level platform offering a live chat widget and customizable form builder.

Price Range: Free to $3,200 per month

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  • Free version offers live chat
  • Online form & landing page builder
  • Advanced marketing features


  • Free tier lacks some features
  • Most customization in higher tiers
  • Unbranded forms cost extra

HubSpot Marketing Hub is a free tool offering premium marketing features you can purchase by upgrading into a more robust tier. Its free option offers live chat as well as a customizable builder for online forms and landing pages. Its premium tiers offer even more functionality such as social media management as well as advanced reporting and analytics. For sales teams, you also get access to their free CRM and Service tools.

HubSpot Marketing Hub Cost

  • Free-for-Life: Supports unlimited users
  • Starter: $45 per month for up to 1,000 marketing contacts
  • Professional: $800 per month for up to 2,000 marketing contacts
  • Enterprise: $3,200 per month for up to 10,00 marketing contacts
  • Additional contacts can be purchased for extra
  • Also offers access to HubSpot's free CRM, service, and operations tools.

HubSpot Marketing Hub Key Features

  • Customizable Form Builder: Thousands of form fields for robust customization.
  • Automation Rules: Upgrade for robust sales automation features like lead routing.
  • Document Management: Manage important documents like contracts and scripts.
  • Marketing Features: Offers forms, landing pages, social posting, blogging, and more.

hubspot live chat dashboard

Visit HubSpot Marketing Hub

ClickFunnels: Best for Sales Funnel Automation

Click Funnels is sales funnel software offering landing page and form creation as well as full funnel features.

Price Range: $97 to $297 per month (30-day free trial)

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  • Create automated sales funnels
  • Build multiple landing pages
  • Robust knowledge base


  • Too robust for non-funnel users
  • Can't build integrated popups
  • Free plan has limits

ClickFunnels is an online sales and marketing funnel software that helps you create automated sales sequences and landing pages. The lower tier offers up to 20 individual funnels with up to 100 landing pages, and the higher tier is unlimited. This allows you to A/B test different landing pages and funnels for the best results. It even offers a robust set of videos and other resources, but doesn't let you embed forms in existing websites and pages.

ClickFunnels Cost

  • Standard: $97 per month for up to 20 funnels and 100 pages
  • Platinum: $297 per month for unlimited funnels and pages
  • Free Trial: 30 day special offer

ClickFunnels Key Features

  • Build Online Funnels: Create landing pages as standalone forms or as sub pages.
  • Create Sales Funnels: Build custom sequences of landing pages as part of a larger funnel.
  • Follow-Up Funnels: Target visitors who have left your pages with follow up funnels.
  • Advanced Knowledge Base: Extensive video collection and weekly hackathons.

clickfunnel dashboard example

Visit ClickFunnels

Bottom Line: Best Lead Capture Software

As our list shows, lead capture software covers a broad range of solutions. If you’re keen to cast a wider net in your lead generation strategy, a general CRM may be suitable for your needs. Meanwhile, a niche program will do if you’d prefer to focus primarily on one method of lead capture, like web forms or live chat. Ultimately, every business has their own idea of which lead capture software will work for them; we trust this list will help you make that final decision.

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