ClickUp

Landing Page Teardown

Overview

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

A screen capture of their entire website

Above-the-Fold

ClickUp’s Above the Fold section has five pieces that we’ll dive into individually.

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Header

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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.

ClickUp Header 1

Subheader

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But what apps does ClickUp replace?

ClickUp’s subheader adds color to their vague header. Now users know they replace all work-related apps.

ClickUp Subheader 1

Visual

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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.

ClickUp Visual 1

Social Proof

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Establishing Credibility

ClickUp shows off their 10,000+ reviews from product rating sites their target persona (Project Managers) would already know about.

ClickUp Social Proof 1
Objection Handling

Three reasons “Join 200,000+ Highly Productive Teams” works so well:

  1. Shows the scale of their user base to bypass the objection, “Can they handle all my data?”
  2. 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.
  3. ClickUp associates being highly productive with their product.
ClickUp Social Proof 2

Call-to-Action

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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.

ClickUp CTA 1
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.

ClickUp CTA 2
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.

ClickUp CTA 3

Features Section

Let’s break down ClickUp’s tactics to convert website visitors.

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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.

ClickUp Features 1
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.

ClickUp Features 2
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.

ClickUp Features 3

Features: User Experience

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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.

ClickUp Features UE 1

Features: Views

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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.

ClickUp Features Views 1

Features: Import

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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."

ClickUp Features Import 1

More Features

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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.

ClickUp More Features 1

Persona Wall

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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:

  1. You’ll no longer have to use separate apps. (all personas)
  2. You’ll know what everyone is working on. (PMs)
  3. Everyone knows what to do next. (all personas)
  4. All teams can work together–finally. (founders, PMs)
  5. You'll get a birds eye view of literally everything. (founders, PMs)
ClickUp Persona 1

Templates Section

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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.

ClickUp Templates 1

More Social Proof

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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.

ClickUp More Social 1

Final CTA

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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?

ClickUp Final CTA 1
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.

ClickUp Final CTA 2

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Part II

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Table of Contents
1.
Overview
1.
Above-the-Fold
1.
Header
1.
Subheader
1.
Visual
1.
Social Proof
1.
Call-to-Action
1.
Features Section
1.
Features: User Experience
1.
Features: Views
1.
Features: Import
1.
More Features
1.
Persona Wall
1.
Templates Section
1.
More Social Proof
1.
Final CTA
1.
Key Takeaways
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Key takeaways

  • If your visual doesn’t help users understand your product better, consider using different visuals.
  • Use associations like “highly productive teams” in your social proof so that users feel like they relate to your product more.
  • Be transparent and tell users exactly what will happen when they click your CTA.
  • If you tuck a lot of features into widgets and want to make sure your visitors go through them, consider adding multiple familiar navigational components.
  • Show the inside of your product to users before they sign up so that they know exactly what they’re getting.
  • Consider all of your user personas when writing object handling sections.
  • Integrations can double as social proof. Don’t leave these out if you have them.

Read more 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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Head of Marketing, Lattice

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