Zoom's Marketing Funnel Teardown

1. SITUATIONAL CONTENT
Relevant content & guidance for the
COVID crisis

2. SIGN UP
Main activity they want visitor doing

3. TOO MANY OPTIONS
Many conflicting CTAs

4. Homepage
THE MAIN BENEFITS
“One Consistent Experience”

5. Homepage
SOCIAL PROOF
Credibility Markers help drive
conversions

6. Homepage
VIDEO TESTIMONIALS FROM BIG COMPANIES
Another driver of conversions

7. Homepage
CLEAR CTAs POSITIONED NEXT TO
SOCIAL PROOF
Two main options

8. Free Sign Up Page
EASY, FREE SIGN-UP
1-STEP = LOW FRICTION

9. 40-MIN LIMIT FOR FREE VERSION
IN-APP REMINDER TO UPGRADE TO PAID VERSION

10. Buy Now
INCENTIVIZE ANNUAL BILLING
Cost Savings ‘$30’ highlighted in green

11. Buy Now
‘SHARE CART’ FEATURE
The purchase decision maker is often someone else

12. Buy Now
3-STEP EASY PAYMENT
Progress Meters Usually Lower Abandonment

13. Buy Now
EASY UPSELLING
Logical and easy to navigate page layout