How Zapier Increased Booked Meetings by 70% with Arcade

We spoke with Bryce Vernon, Senior Growth Marketer at Zapier, about how his team used Arcade to boost web conversions and drive booked meetings.

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Industry: Workflow Automation Platform

Using Arcade since: 2024

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Types of use:‍

• Driving conversion on website pages
• Simplifying feature discovery
• Combining video with interactivity

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Results:

• 14% increase in signups on the Tables page
• 70% increase in contact sales submissions on the Workflows page
• 3% increase in signups on the Workflows page

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The Problem

Zapier is an all-in-one automation platform where teams can build mission-critical systems with more than 7,000 integrations. While it has long been the go-to solution for small businesses and enterprise teams, Zapier faced a common challenge: effectively showcasing its process-driven solutions to engage its audience and drive action.

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Traditional solutions—such as static graphics or embedded videos—fell short. Videos were too heavy for the fast-paced top-of-funnel audience, and static content lacked the interactivity needed to hold attention.

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“With Zapier, it can be hard to visualize the solution we’re giving people when we talk about connecting apps."

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Why Arcade?

Before committing to Arcade as a long-term solution, the Zapier team treated it as an experiment.

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“We wanted to test how interactive demos would work for us,” Bryce explains. “By running this experiment, we could see the impact and decide how to use Arcade to help customers understand the platform.”

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The team identified two high-impact use cases to test Arcade:

• Workflows page: A core page with significant traffic where they aimed to drive more contact sales submissions.‍
• Tables product page: A newer, lower-traffic page where they sought to increase sign-ups.

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From Idea to Execution: Storyboarding

Initially, the team thought they could repurpose existing videos into an interactive format, but they quickly realized that Arcade was a unique medium requiring a fresh approach.

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The team began with a six-step framework to guide visitors through key workflows but quickly realized the need to simplify. “We started with way too many steps and quickly realized we needed to simplify,” Bryce recalls.

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The process involved:

• Framework Creation: Stakeholders identified key sections and impactful steps.
• Cut and Refine: The walkthrough was trimmed to ensure concise, actionable content.
• Record the Arcade: Messaging aligned with upcoming website updates.

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“The nice part is that you can make edits, and it will automatically show those changes. You’re not completely redoing a video.”

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Creating the final version was collaborative, with Bryce’s team simplifying based on 2024 Benchmarks. This iterative approach delivered a polished demo and deeper insights into Arcade’s potential for other use cases.

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Experiment #1: Workflows Landing Page

The first experiment focused on Zapier’s high-traffic Workflows page, with the primary goal of driving leads for the sales team. 

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Viewers were guided through a concise, seven-step journey, showcasing key features like AI-powered automation and app connections with clear calls-to-action (CTAs) for contacting sales. Bryce incorporated camera recordings to add a personal touch, bringing a human element to the interactive experience.

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The results? 

• 70% increase in contact sales submissions
• 3% lift in sign-ups

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Experiment #2: Tables Product Page

The second experiment focused on the Tables product page, a newer section with lower traffic, aiming to increase sign-ups. Using Arcade, Zapier created a similarly streamlined interactive demo that showcases how Tables and Zaps work together.

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The results?

• 14% increase in sign-ups

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The experiment showed that interactive demos could drive conversions even on niche pages, validating the versatility of Arcade across different product areas.

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Looking Ahead

Encouraged by the experiment's success, Zapier plans to expand Arcade’s use by incorporating them into onboarding, developing content for sales and success teams, and embedding them on more top-of-funnel website pages. Bryce’s advice to others considering Arcade?