Header
What does the product do?
ClickUp is an app that consolidates other apps into one. This is intriguing, but we don’t know which apps or how it’s done.
Demand Curve insight:
This header implies users don’t have to spend any time on building out a suite of apps when they can just use one.
Subheader
But what apps does ClickUp replace?
ClickUp’s subheader adds color to their vague header. Now users know they replace all work-related apps.
Visual
Using visuals that mean something
ClickUp doesn’t waste users’ time with an irrelevant cartoon. Instead, they give users a video overview of the product with a thumbnail that doubles as a great standalone image.
Demand Curve insight:
The video immediately calls out their target audience’s problem and hands them the solution in an easy-to-understand way. You want to get to the point as fast as possible for a video to be useful.
Social Proof
Establishing Credibility
ClickUp shows off their 10,000+ reviews from product rating sites their target persona (Project Managers) would already know about.
Social Proof
Objection Handling
Three reasons “Join 200,000+ Highly Productive Teams” works so well:
- Shows the scale of their user base to bypass the objection, “Can they handle all my data?”
- Shows the breadth of companies they can handle. From a no-code tool like Webflow, to a driving service like Uber, to a baseball team like Padres.
- ClickUp associates being highly productive with their product.
Call-to-Action
Transparency
Users lose faith in products when they are promised something free but still required to enter their credit card. ClickUp is transparent and tells users that no credit card is required. This builds trust.
Call-to-Action
Motivational Boost
Users don’t have to enter credit card information and it’s free forever. Both statements create positive emotions, which pushes users toward signup.
Call-to-Action
Using depth and contrast cleverly
ClickUp puts emphasis on the action they want users to take. The background is grey, and “Enter your email address” is white with a shadow effect added. This steers the eye towards what they want users to do.
Features Section
Writing with confidence
ClickUp owns their value prop confidently, claiming they are the future of work. They want users to know they are the solution to the twelve items listed.
Features Section
Taking a side
ClickUp’s copy doesn’t twist the knife at problems users are facing, instead they pin the problem on alternative solutions. According to them, Todoist, Trello, and TickTick are the problems and ClickUp is the solution.
Features Section
Objection Handling
ClickUp bypass the objection, “This is great but my other softwares sync up with google suite and I can’t replace that” by visually displaying the apps that work with ClickUp.
Features: User Experience
User Experience
ClickUp really wants users to explore their features by using three navigation tools:
- Lists
- Arrows
- Bottom Navigation
If users don’t realize the list is clickable, they have two more chances to notice. This gets glued together with a line that guides the eye to all three possible navigation components.
Features: Views
Don’t hide behind closed curtains
ClickUp isn’t afraid to show you everything inside their product. They continue to loop the idea that they are the one app to replace them all.
Features: Import
Place a wedge between the alternatives
ClickUp wants users to think, "Do I want to use the productivity app? Or do I want to stick with using an assortment of 'productivity' apps?" Putting 'productivity' apps in single quotes implies that all the apps users see on the left aren't really productivity apps.
Objection Handling
Users know porting data from one software to another is painful, especially when it's not one app but twelve. Clickup handles this through copy like "automatically import your stuff in minutes" and "Instantly bring your team together."
More Features
Catch–all objection handler for power users
ClickUp knows that a portion of project managers are particular about customization. They built this section to blow the minds of those who may object to anything other than what they're currently using.
Navigating through a saturated market
ClickUp's next five section hammer home the idea of them being the new productivity ecosystem. In a world with so many productivity apps, ClickUp can't just be slightly better to get a team to switch over.
Persona Wall
The wall of personas
ClickUp uses a list of common problems their target audiences face with other productivity ecosystems to show how they solve them:
- You’ll no longer have to use separate apps. (all personas)
- You’ll know what everyone is working on. (PMs)
- Everyone knows what to do next. (all personas)
- All teams can work together–finally. (founders, PMs)
- You'll get a birds eye view of literally everything. (founders, PMs)
Templates Section
Navigating through a saturated market
ClickUp's next five section hammer home the idea of them being the new productivity ecosystem. In a world with so many productivity apps, ClickUp can't just be slightly better to get a team to switch over.
More Social Proof
Integrations as social proof
A company like Dropbox wouldn't want their name on a product that doesn't work. This means that integrations can act as objection handlers and social proof.
Final CTA
Differentiate yourself
Offline mode is not a main feature of ClickUp, but it's emphasized because it differentiates themselves from many other similar products. Every app is iOS, Android, and browser compatible, but how many have offline mode?
Final CTA
Using visuals and copy together
ClickUp's visual use allows them to keep their copy short, punchy and to the point. Their images always elaborate on the value they provide. Look how their copy says "any platform" and their visual expands on it.
