The criteria that actually matter
Five questions settle it. Is it free, and free without crippling limits? Can you sell or take a payment, and what does that cost you? Can you capture emails, so you own your audience instead of renting it? Do you get stats that tell you something useful after the click? And does it all live in one place, or do you end up stitching four tools together? Themes and animations are secondary next to those five.
Plenty of tools shine on one of them and fall down on the rest: a beautiful page you cannot sell from, or decent stats sitting behind a paywall. The best choice is the one that covers the most of these without making you pay for each one separately.