8 Best Lead Capture Software for Sales & Marketing in 2021

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

Lead capture software helps businesses collect contact information and other details from interested parties via embedded forms, surveys, and pop-ups. At minimum, businesses can use that data to convert those leads into customers. However, the best lead capture software also allows sales teams to test campaigns and identify what’s working (or not). We looked at a variety of lead capture software and found eight solutions to be the best.

Here are the eight best lead capture software options for 2021:

  • Freshsales (Overall Winner): Best for AI-powered lead capture (free starting price)
  • ActiveCampaign: Best for robust automation features ($9.00 starting price)
  • OptiMonk: Best for pre-made popups and other interactive elements (free starting price)
  • Zoho CRM: Best for capturing leads via social media (free starting price)
  • OptinMonster: Best for creating personalized, targeted campaigns ($9.00 starting price)
  • Leadpages: Best solution for high-traffic websites ($27 starting price)
  • Optinopoli: Best free lead capture software with premium upgrades (free starting price)
  • amoCRM: Best for capturing leads with SMS and messaging apps ($15 starting price)

How We Evaluated Lead Capture Software

Our list includes a mix of general CRMs with lead capture capabilities as well as and lead generation software with the primary purpose of capturing online leads. In scoring our choices, we placed the most emphasis on features, from the quality of lead gen tools (web forms, chatbots) to lead management functions (lead scoring, list segmentation). Other areas we graded include cost, accessibility (a combination of usability and access to customer support), app integrations, reporting & analytics, and task automation.

Evaluation Criteria

We divided our scoring criteria into six categories. Then, we used a list of key subcriteria to assign every option a score out of five in each category and used that information to determine an overall score for all options on our list.

Core Features:
25%
Cost:
25%
Usability & Support:
20%
Integrations:
15%
Automation:
10%
Reports & Analysis:
10%

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, OptiMonk and OptinMonster 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 for AI-Powered Lead Capture

Allow Freshsales' Freddy AI to engage with and nurture leads so you can spend more time on closing deals.

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 & Analytics star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Freddy AI nurtures leads
  • Generate customized reports
  • Integrates with existing web forms

Cons:

  • Lacks social media integration
  • Data not always well-organized
  • Free-for-life plan is barebones

Freshsales sits at the top of our list of best lead capture software. It features an array of lead generation tools — web forms, landing pages, and bulk SMS messaging, to name a few. However, Freshsales especially stands out for its Freddy AI virtual assistant, which engages with leads through live chat widgets. Freddy AI also uses historical data to score contacts, forecast revenue, and deliver insights to help convert leads into customers.

Freshsales Pricing

  • Free Version: Support for unlimited 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.

Visit Freshsales

ActiveCampaign: Best for Task Automation

ActiveCampaign makes it simple to build custom automations or implement pre-made recipes that’ll best suit your business.

Price Range: From $9.00 to $229+ per month with 500 contacts (14-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Features star-fullstar-fullstar-full star-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 & Analytics star-fullstar-fullstar-full star-full

Pros:

  • Free training and webinars
  • Automates lead capture process
  • Integrates with top CRMs

Cons:

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

Task automation is at the heart of ActiveCampaign — from email blasts to social media posts. 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 Pricing

  • 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.
  • Automation: Set up custom task 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

OptiMonk: Best for Interactive Web Elements

Use any of OptiMonk’s 200-plus pre-designed interactive web elements to capture leads and track visitor habits.

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

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

Pros:

  • Two months free with annual plan
  • Over 200 template designs
  • Visitor tracking & segmentation

Cons:

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

OptiMonk specializes in interactive lead capture tools. Alert site visitors of promotions and other events with custom popups, spinning wheels, side messages, and full screens. OptiMonk offers over 200 templates and provides the average conversion rates for each design so you know ahead of time what’s tried-and-true. Also included with most OptiMonk plans is integrated A/B testing; run unlimited campaigns to find out what’s working in your lead generation strategy.

OptiMonk Pricing

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

Zoho CRM: Best for Capturing Social Media Leads

Zoho CRM is great for businesses that are active on social media and want to use those platforms to grow their base.

Price Range: Free to $52 per user, per month (15-day free trial)

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

Pros:

  • Free version plus free trial
  • Integrates with top social platforms
  • Real-time notifications

Cons:

  • Free tier lacks social media features
  • Limited webforms in lower tiers
  • A/B testing for Enterprise and up

Zoho CRM is an ideal lead capture solution for companies active on social media. Follow what people are saying about you on Facebook, Twitter, LinkedIn, and Instagram with Zoho CRM’s social dashboard. Meanwhile, Zoho CRM makes it easy to create web forms with its drag-and-drop builder plus a selection of pre-built templates. These web-to-lead forms even add visitor data right into the CRM, further streamlining your lead capture and conversion efforts.

Zoho CRM Pricing

  • Zoho Free-for-Life: Supports three users
  • Standard: $14 per user, per month
  • Professional: $23 per user, per month
  • Enterprise: $40 per user, per month
  • Ultimate: $52 per user, per month
  • Free Trial: 15 days

Zoho CRM Key Features

  • Social Media Integration: Find leads on Facebook, Twitter, LinkedIn, and Instagram.
  • Automation Rules: Set up processes based on criteria like lead score and location.
  • SalesSignals: Be notified of important email opens and social media posts in real time.
  • Web-to-Lead Forms: Use web forms to add contact data directly to the CRM.

Zoho CRM Lead Capture Software

Visit Zoho CRM

OptinMonster: Best for Targeted Campaigns

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 (3,500 to 250,000 pageviews) (14-day money-back guarantee)

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

Pros:

  • Variety of campaign types
  • Geo-location targeting
  • Present campaigns at optimal times

Cons:

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

Over one million sites use OptinMonster for hyper-targeted campaigns via pre-made popups and other web 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 bonafide customers. The only major downside to OptinMonster is low pageview caps and forced upgrades with overages.

OptinMonster Pricing

  • 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 Optinmonsters

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: $27 to $239 per month (1 to 50 sites)

Overall Rating star-fullstar-fullstar-full star-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-full Automation star-fullstar-full star-fullstar-full Reporting & Analytics star-fullstar-full star-fullstar-full

Pros:

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

Cons:

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

Leadpages is a full-scale online lead capture solution that creates web sites 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. But what if you don’t have anywhere to host your page? Fortunately, Leadpages offers free secure hosting (SSL and HTTPS) along with GDPR compliance and a year of free domain registration.

Leadpages Pricing

  • Standard: $27 per month; 1 site
  • Pro: $59 per month; 3 sites
  • Advanced: $239 per month; up to 50 sites

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

Optinopoli: Best Free Option With Upgrades

Optinopoli offers a solid suite of base features at no cost, and its paid plans add premium functions at reasonable prices.

Price Range: Free to $29 per month (10,000 to 100,000 pageviews) (30-day money-back guarantee)

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

Pros:

  • Unlimited campaigns for free
  • Large library of web assets
  • Schedule and target campaigns

Cons:

  • Interface is confusing
  • No designated reporting feature
  • Lacking app integrations

For small businesses on a budget, Optinopoli’s free lead capture software is a wise choice — especially since it includes unlimited campaigns. Also standard with Optinopoli’s free-for-life platform is advanced visitor targeting, conversion analytics, and access to over 60 templates. Scale Optinopoli to your growing business by upgrading to one of its paid plans, which include increased pageviews and premium features like A/B testing and geo-targeting.

Optinopoli Pricing

  • Optinopoli Free-for-Life: 10,000 pageviews
  • Business: $19 per month; 50,000 pageviews
  • Pro: $29 per month; 100,000 pageviews
  • Money-Back Guarantee: 30 days

Optinopoli Key Features

  • Unlimited Campaigns: Create as many campaigns as you want, even on the free plan.
  • Web Assets: Access landing page templates, lightboxes, smartbars, and much more.
  • Advanced Targeting: Target visitors based on cookies, location, and origin URL.
  • Campaign Scheduling: Plan and schedule campaigns weeks or months in advance.

Visit Optinopoli

amoCRM: Best for Messaging Lead Capture

amoCRM’s intuitive chatbots integrate with WhatsApp, Telegram, and other popular messaging apps.

Price Range: $15 to $45 per user, per month (14-day free trial)

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

Pros:

  • Custom chatbot builder
  • SMS and messenger integrations
  • Syncs with mobile apps

Cons:

  • Niche set of features
  • Slow data transfer speeds
  • Lead scoring Enterprise only

amoCRM focuses on lead capture via SMS and messaging apps. It lacks a lot of features you’d expect from most lead capture software, but for a niche piece of software amoCRM is quite solid. Its AI-powered chatbot integrates with some of the world’s most popular messaging apps including WhatsApp, Telegram, and WeChat. For a more personal touch, you can create your own chatbot using amoCRM’s visual chatbot builder — no coding experience required.

amoCRM Pricing

  • Base Plan: $15 per user, per month
  • Advanced Plan: $25 per user, per month
  • Enterprise Plan: $45 per user, per month
  • Free Trial: 14 days

amoCRM Key Features

  • Chatbots: Ai-powered bots engage with leads and ask for human help when needed.
  • Visual Chatbot Builder: Build your own chatbot without typing a single line of code.
  • Messaging & SMS: Integrates with WhatsApp, Messenger, ClickSend, and much more.
  • Permanent Data Backup: Don’t fear lost conversations; included with all plans.

Visit Amocrm

Bottom Line: 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 SMS. 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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