Landing Page Teardown
Joey Noble


Scroll through to see the full landing page, or continue for the teardown.


Above the Fold

Zapier's above the fold section has three pieces that we'll dive into individually.


What does the product do?

Zapier’s core feature is connecting user’s apps together.

What does it do for users?

Zapier benefits users by automating your workflows.

Demand Curve insight:

Their header's underlying implication is that you’ll save a lot of time if you use Zapier.

Zapier Header 1


Objection handling

People generally avoid learning a new skill if it’s too time consuming or complicated. So, Zapier opens by saying it’s easy and for busy people.

Zapier Subheader 1
How does it work?

Zapier makes the header’s claim more concrete by explaining how their product works.

Zapier Subheader 2
What’s the benefit?

Users don’t have to spend time moving their data themselves. Now, users can focus on their most important tasks.

Zapier Subheader 3


Demand Curve insight:

What’s good about it?

Signup is frictionless. Zapier lets users to sign up with one of three very common accounts.

“Get started free” handles any objection one might have to paying before trying it out.

What could be improved?

Zapier could reduce friction from signup by removing the first and last name prompts. A service like Clearbit can gather than information. 

Takeaway: less asks = less friction = more desire.

Zapier CTA 1

Social Proof

Objection handling

“Trusted at companies large and small” addresses Zapier’s ability to handle any company size.

If they come out and say it, there’s no reason not to believe it.

Establishing credibility

Use social proof above the fold to establish credibility in the user’s mind. Humans like to know that other humans vouch for a product.

Zapier Social Proof 1

Features Section

Zapier makes clever use of visuals to convert site visitors. Let’s break down their tactics.

Integrate, Automate, Innovate

Visitors reading the Above the Fold section might think, “Oh, Zapier allows me to connect Typeform to Airtable. That’s cool.” But Zapier is under–delivering on their true benefit.

What Zapier didn’t show you until now is how you can trigger sequences of actions through a multitude of apps. Not just one-to-one.

Zapier’s sequence of visuals helps visitors understand the value of their product faster.

Zapier Features 2

Features Section: Copy

“With a few clicks”

People typically object to using software that’s hard to use. So, Zapier’s copy frames their product as easy to use.

Zapier Features Copy 1
“Workflows called Zaps”

Zapier coins their own term. Why? Non–technical people likely don’t know what a webhook is. To a visitor with no webhook knowledge, a “Zap” is a new thing.

Users will associate the concept of a webhook with Zapier, and instead of “man I need to set up a new webhook”, it becomes “man I need to setup a new Zap.” This builds Zapier’s affinity.

Zapier Features Copy 2
“Faster and get more done”

Zapier tells visitors what the benefits of their product are blunty. It’s more effective than asking them to assume it.

“No code required”

Objection: “Hmm, this seems great but I’m not technical. I don’t know how to code. I can’t set something up like this.


Zapier: “Well, you don’t have to. No code required”

Zapier Features Copy 3

More Features


Zapier uses popular apps in its feature visual–so that most visitors can relate.

Zapier More Features 1
Write like you speak

Zapier phrases each step of the sequence as if a non-technical user was saying it out loud.

Zapier More Features 2
Sprinkling in the benefits

“From any app” implies flexibility and ease of use.

“While you solve more important problems” associates Zapier with empowering users to work on the most important problems.

“Simple, fill-in-the-blank setup” counters any objection that Zapier might be hard to use.

“Go from idea to workflow in minutes” uses a frame of reference users are familiar with (the time it takes to go from idea to workflow). Now, it only takes minutes.

Zapier More Features 3

Objection Handling

Visitors now might think: “This seems incredible. But, I don’t use Slack, Dropbox, or Airtable.. and I don’t want to switch all my apps just to use this ‘Zap’ thing”

Zapier shows off their search function to handle that concern and makes things more engaging. They delight visitors by giving them a sneak peek of what’s inside.

Zapier Objections 1

Some visitors may still think Zapier is too technical. We haven’t actually seen inside the product yet. Zapier shows off the inside of the product to handle this concern. You can tell they tailored the inside of their product for non-technical users by looking at the language they use.

Only the marketing was telling a visitor it was easy to use up until now. Now, the product confirmed it.

Visitors with this skepticism might start to think “That’s not too bad.. I would like to... See the Demo.”

Zapier: Objections 2

Pricing Section

Targeting different personas

Both plans open with a pitch.

If a user only needs to connect a few apps together (solopreneur, freelancer etc.) the free plan is for them. If a user need advanced workflows (bigger startups, enterprise, etc.) then premium is for them.

Zapier Pricing 1
Using bargains to motivate

Notice that their CTA isn’t a simple “Get started”. They use a bargain (14–day free trial) to motivate visitors to try it out.

Zapier Pricing 2
Objection handling

Some users avoid a free trial because they don’t want to enter their credit card information.

Zapier addresses the objection with “No credit card is required.”

Zapier Pricing 3

Final CTA

Motivating visitors to sign up

Zapier uses social proof that 3 million people are already using Zapier. This bypasses the objection, “Is this legitimate?”

The copy also associates Zapier with a user’s tedious tasks being complete, for them.

Getting visitors emotional

Zapier’s testimonials are used to show real people benefiting.

They also include a catchy header, “Zapier makes you happier”, which puts the icing on the cake.

Providing a sense of urgency

“Wave goodbye to your busy work” builds momentum by being actionable.

”Don’t waste another minute” ... “Create an account now” ... “Start saving more time” provide a sense of urgency to sign up now.

Zapier Final CTA 1

Key takeaways

  • Quickly establish what your product is and why it matters to the person reading.
  • Avoid unnecessary steps for users to reduce friction.
  • Hedge for objections by anticipating visitor’s reactions to your copy.
  • Use visuals to establish a reader’s “aha moment” faster.
  • Use images and references that visitors are familiar with as a lens for the value your product provides.
  • Make your landing page more interactive by embedding part of your product in it.
  • Pepper in benefits whenever you can. Ensure it feels natural.
  • Push for the conversion by using bargains and providing a sense of urgency. What can you tell a visitor to make them act now?

Landing page teardowns

We break down the methods used by the highest-converting home pages so that you can understand the copywriting decisions behind every section.

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Researched by Demand Curve

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The Demand Curve team knows paid acquisition, conversion, landing pages, and a lot more very well. If you’re lagging behind on your growth skills, let them teach you what you’re missing.
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Alex Kracov
Head of Marketing, Lattice