The Psychology Behind Zapier’s Landing Page

In this edition of Design Trends, we're exploring the psychology behind Zapier's landing page and its potential to drive conversions. One of the most impactful books I've read recently is Influence by Robert Cialdini. In it, he examines 7 levers of influence that can persuade people to take action. While some concepts focus on social interactions, others directly apply to web design and boosting conversion rates.

Cialdini’s 7 Levers of Influence

1. Reciprocation: People tend to comply with requests from those who've done something nice for them.

2. Liking: People say “yes” to those they like, so building likability increases influence.

3. Social Proof: We often determine what’s right by observing others.

4. Authority: People trust experts with credibility.

5. Scarcity: Limited availability creates urgency, motivating quick actions.

6. Commitment & Consistency: People want to stay consistent with their commitments, boosting self-image.

7. Unity: We’re more easily persuaded by people we see as part of our group.

Applying Influence to Zapier’s Landing Page

Now, let’s break down how Zapier’s landing page taps into these principles to encourage conversions:

Above the Fold:

• "ZapConnect is a virtual conference for like-minded individuals" = Unity

• "Try our app for free before you buy" = Reciprocation

Client Marquee:

• "Millions of companies use and trust us" = Unity, Social Proof

App Integrations:

• "Connect with 7,000+ apps you’re probably already using" = Unity

Company Testimonials:

• "Here’s what our clients have achieved with our product" = Social Proof 🗣

AI Integrations:

• "Connect with the AI tools you’re already using" = Unity

Enterprise Testimonial:

• "Here’s what our enterprise clients have achieved" = Social Proof

Data Security & Privacy:

• "We meet the highest privacy standards" = Authority

Recognition & Accolades:

• "Highly rated by reputable companies like G2" = Authority

• “93% of our customers say Zapier has improved their workflow” = Social Proof

• “Join over 25M customers who have created more than 25M Zaps” = Unity

Curated Integrations

• "Check out our integrations organized by category" = Unity

Full Landing Page View

To see Zapier's landing page in action and how each element leverages Cialdini’s principles for conversion, here’s a link to a full-page screenshot. 🙂

And there you have it! We've taken a deep dive into how Zapier’s landing page utilizes levers of influence to drive conversions. Next time you browse a website, see if you can spot these strategies in action.

Be epic,💙✨
Simon Xiong