Integrations Page Design (306)

What the strongest integrations pages do differently

Sorting these 306 integrations pages by how they score against the conversion rubric, then comparing the strongest 61 with the weakest 61, is the fastest way to see what actually separates them.

Strongest 61Weakest 61Share of integrations pages in each band, 0 to 100%

Other

1. Setup steps shown, see the integrations pages that have it
   16%89%
   +73
2. A screenshot of the integration, see the integrations pages that have it
   30%100%
   +70
3. A data direction stated, see the integrations pages that have it
   32%100%
   +68
4. A link to setup docs, see the integrations pages that have it
   41%89%
   +48
5. Prerequisites stated, see the integrations pages that have it
   0%44%
   +44
6. Both logos shown, see the integrations pages that have it
   60%89%
   +29
7. A setup time stated, see the integrations pages that have it
   5%33%
   +28
8. Use cases listed, see the integrations pages that have it
   76%100%
   +24
9. Five steps, see the integrations pages that have it
   33%13%
   -20
10. A plan requirement stated, see the integrations pages that have it
    3%22%
    +19
11. A sync frequency stated, see the integrations pages that have it
    5%22%
    +17
12. Three steps, see the integrations pages that have it
    33%50%
    +17
13. Eight steps, see the integrations pages that have it
    17%0%
    -17

Navigation

1. A search box or filters, see the integrations pages that have it
   17%87%
   +70
2. A link on every integration, see the integrations pages that have it
   50%94%
   +44
3. Integrations grouped by category, see the integrations pages that have it
   29%63%
   +34

Content

1. A line of text per integration, see the integrations pages that have it
   54%88%
   +34
2. A featured integrations block, see the integrations pages that have it
   42%63%
   +21

Setup and requirements

1. A Zapier or Make connector, see the integrations pages that have it
   25%50%
   +25
2. An API mentioned, see the integrations pages that have it
   54%73%
   +19

Proof

1. Customer testimonials, see the integrations pages that have it
   16%33%
   +17

Conversion

1. A request an integration button, see the integrations pages that have it
   21%37%
   +16
2. A chat widget, see the integrations pages that have it
   13%29%
   +16

How to structure an integrations page, by the numbers

This gallery holds two related page types: the directory that lists everything the product connects to, and the single page that explains one connection. The questions below are answered from the 306 here, and where the strongest 61 and the weakest 61 disagree, that gap is the answer.

How is the directory laid out?

• On the directory pages, 53% put a search box or filters on the page
• 49% split the list into named groups such as CRM, analytics or comms
• 56% highlight a handful ahead of the full directory
• 70% write a line under every integration saying what it does
• 79% give every tile somewhere real to go

Partner logos on the tiles are table stakes at 97%. The decisions that matter are whether a visitor can search the list and what each entry says.

What if the tool is not on the list?

• On the directory pages, 57% point to an API for anything the list does not cover
• 41% offer Zapier, Make or a similar connector as the escape hatch
• 19% mention webhooks
• 26% let a visitor ask for an integration that does not exist yet

What belongs on a single integration page?

• On the single integration pages, 89% list what the pairing actually lets someone do
• 78% show both logos together so the pairing reads at a glance
• 60% include a screenshot of the integration working
• 63% say which way the data flows, and 16% say how often it syncs
• 88% link on to other integrations or back to the directory

How much of the setup does the page explain?

By this point a visitor knows the pairing exists and wants to know what connecting it costs them in time.

• On the single integration pages, 39% lay out the steps
• 56% link to the setup documentation
• 49% link to a support channel from the page itself
• 22% say what a visitor needs before starting, such as an account or a permission

What does the page ask for, and how often?

• One ask, repeated 2 times down the page
• 41% bring it back three times or more
• 71% close on a CTA band before the footer

The moves almost nobody makes

Each of these sits at the bottom of the list here, all three on the single integration pages, with the strongest page that makes the move.

A stated setup time

17% say roughly how long connecting takes. It is the cheapest objection to answer and most pages leave it open.

The plan the integration needs

13% say which plan the integration is on, so nobody finds out at the end of the setup.

A video of it working

8% embed a video of the two tools connected, which is the shortest route to showing what a paragraph has to describe.