Zapier’s utility is un-questionable.
They’ve built a great product that’s used extensively to automate repetitive tasks. It’s a genius way to increase productivity and overall efficiency.
The best part? It’s low-code so most people can use it.
Now to the landing page or in this case, a homepage. It’s an interesting one.
Let’s dig in..
Hero Section – Above the fold
- The headline is clear. Says exactly what the app does without any fluff. The “Lead flow” text is rotating with other problems the prospect faces. Useful because in a short span, there’s relatability with types of visitors.
- The image to the right shows an actual user of Zapier, his workflow to the top-right (though it’s not clear if it’s his actual workflow) with a link that directs the visitor to a case study of how this company is using Zapier. Could’ve been much better but we feel they’re trying to give this a real world utility feel instead of focusing on the product itself.
- The survey came up occasionally during studying this landing page. We’re not sure why a company like Zapier would want to have this here. It’s annoying and gives the user zero benefit
- The CTA is low pressure, with a high contrast to the background – we like it. Simple, clear.
- The CTA description highlights a feature of their tool (integration)
- Overall – we’re not sure what Zapier’s trying to do with this hero section. It’s possibly aimed at people who already know what Zapier is? But it’s not clear. Missed opportunity.
Second section
- The second section starts off by an impressive list of companies that use Zapier. The mention of “small” is just a token as it’s not clear if small companies are using Zapier (since there’s no mention of them in the logos below). Impressive list though. Makes an impression. Adds credibility.
- Next up is registration for Zapier’s user conference named ZapConnect. This is transient in nature and will be replaced by something else later. Interesting that they want a visitor to attend their user conference without knowing more about the product. We’d want to push this to lower the page for users who are keen to know more or are on the fence. So early on the page, it’s not clear what type of visitor would want to click on this
Use Cases
- That headline makes sense for someone who knows what Zapier is. It’s become clearer that Zapier’s trying to speak to visitors who know what Zapier is. Clever headline that makes sense. Not sure it adds to the education/buying process.
- We like how the use cases are divided for their top four types of visitors. Each one, when clicked, opens up a different illustrated workflow to the right, customized to the use case of that role.
- CTA is clear, invites the visitor to learn more and has a simple contrast to the background.
- “No forgotten tasks” is clever at the end workflow. Again, it makes sense for people who know what Zapier is, not so much to the person still trying to figure what these boxes mean.
Features
- Zapier’s trying to cater to both audiences here with that headline. But it’s a weak argument.
- We like the feature set but could be more of them. The corresponding illustration to the right is useful to visualise the workflows.
- The CTA is takes the visitor the discover more features. It’s clear, low pressure copy & with contrast. Simple, effective.
Social Proof
- Most of Zapier’s users hangout on Twitter. They’ve showcased the best of their social proof in the form of an embedded tweet wall.
- We like the quantity of social proof however that ticker needs to either pause or have the ability to pause in case a visitor wants to read whats written in the tweets. It’s hard to read while the tweets move – we tried.
Case Studies
- Aimed squarely at enterprise clients, the case study section is interesting.
- We’ve got a CTA that says Meet our customers for more in-depth details on who Zapier’s customers are and how they’ve used the tool
- The four case studies showcased have either a real result or an image of the team that’s using Zapier. The result itself is powerful. The customer image humanizes the whole affair to not come across as too numbers only.
Service
- We didn’t know what to call this section but it’s clearly showcasing Service & Support for the tool.
- By giving two options, Zapier’s made sure the DIY (Do-it-yourself) visitors have enough support resources while also giving the Enterprise visitors an option to Hire an expert.
- Informative but lacking a CTA in this section.
Product Discovery
- At the end of the day, Zapier’s only as good as the user being able to connect apps they use. So zapier’s gone ahead and provided three zap combinations.
- Low pressure CTA with a “Try it now” copy is good. Underlining this would be a good idea to let the visitor know it’s a link.
- The dropdown & CTA is nudging the visitor to explore Zaps by job role. Clearly intended for Enterprise users. It makes so much sense. The tool has to be useful to the job role when it comes to enterprise.
Product Discovery
- Integrations is the backbone of this tool. Zapier connects with most apps out there.
- By showing the logos of popular tools, Zapier’s got this in the bag. Shows a lot of credibility even though these logos are being used in a different context. Familiarity makes the prospect feel a bit more confident compared to seeing unknown names/logos.
- The CTA is low pressure, has clear copy & good contrast.
Plans & Pricing
- Zapier’s plans & pricing section is clear with three options.
- All of them look the same which is a bit of work to figure our what’s what.
- The CTAs are low pressure with good contrast and clear copy.
- Simple section, does the job.
Footer
- The footer is of course not a landing page footer but a homepage one. We get it.
- Useful information for most visitor scenarios.
- The apps by title is mostly an SEO move as far as we can tell. There’s no value the visitor derives by having an A-Z option to find their app. A search box would’ve been simpler
- A bit too much happening but that’s the nature of homepage footers, too much information risks looking cluttered but pleases the search engines, and too little is good for the visitor but not broad enough to cater to a wider base.
