Dropbox's strategy that generated them 700 million registered users!

Dropbox was founded by just 2 people, Drew Houston and Arash Ferdowsi. Today, it has over 700 million registered users and is used by individuals, businesses, and organizations across the globe.

Today, it has over 15 million paying users with a revenue of $1.91 billion!

A bit of history…

Dropbox was born when Drew, was once on a 4-hour bus journey to New York and had forgotten his USB memory stick. He had plans to mess with some code. But now he was just left with his laptop, with none of his code to work on!

The frustration immediately led him to build the technology to sync files over the web. Four months later, he was ready to pitch his idea to Paul Graham of Y-Combinator, in San Francisco, and Dropbox was founded. He then met Arash, with whom he further built Dropbox.

In 2008, Dropbox launched its first version. The word spread like wildfire! Suddenly, someone answered a new, vexing problem. In a world where people carried a phone or two, but had files and photos stored on multiple PCs, laptops, and mobiles; people could now sync files from just one device!

So how’s Dropbox still converting users?

Not long after Dropbox went viral, it saw its competitors stepping in. From Box to Google Drive, the competition has only been surging. Each of them offers competitive feature sets, casting a shadow on Dropbox’s market share.

So the real question is, how, with all this competition, does Dropbox today has a mammoth 700 million registered users?!

Apart from its powerful features and other products, it has a high-converting landing page.

What’s so great about its landing page? Let’s see…

The Dropbox Landing Page

Let’s break down Dropbox’s current landing page and grab some insights.

1. The Jumbotron

Clear Value Proposition

Dropbox's landing page has a clear value proposition that communicates the benefits of using their service. They emphasize the ability to access files from anywhere, collaborate with others, and keep files safe and secure.

#1 Dropbox is inspiring trust by showing how it has gained the trust of 700 million others, and I am still left.

#2 Before I have questions, it already declares it is easy to use, reliable, private, and secure! All that I would expect of a cloud file management tool!

#3 Still, I want to see if I can really trust Dropbox, and also see what else it can do for me…I scroll a bit. There!

1. They don’t sell my data
2. One place for all my files, phew!
3. What?! 2 TB of file storage?! My laptop just stores 1 TB! And anyone can preview, nice!
4. They got good security

2. All Products

User Learning

Dropbox showcases all the other products they offer. They communicate to users how powerful Dropbox is and how it can be a one-stop solution for all their file management and processing needs.

#1 Sign, Backup, Transfer, and Passwords. Wow, so many interesting tools!

3. Choose for Work or Personal Use

User Action

After a decent walkthrough of what it can do, why you should choose it over its competition, and how you can make it do more, Dropbox now gets users to act. A short overview, with a big CTA.

#1 Cut to the chase CTAs

#2 One last assurance this time focussed a bit more on businesses

4. Top Features

Soft Onboarding

Dropbox rightly uses this section to perform a soft onboarding of users. If you look carefully, it has made use of several “power words” that elicit an emotional response from the target users. The section engages the user and boosts conversion.

5. Dropbox Integrations

Building Relationships

By telling users they can use their favourite applications with Dropbox, it is subtly building a relationship with the users and trying to make them feel at home! The thought that your users won’t have to modify the flows they’re habituated to, relieves them!

6. Testimonials

Assurance & Trust

Dropbox again brings up the “Trusted by 700 million” note as a reminder. While this time it has a focus on businesses too. They go ahead and point out “600,000 teams”. The assurance is given using top reviews by real people.

#1 600,000 teams? That’s huge! If that many people trust Dropbox, we should have no problems too.

#2 I can refer to Dropbox too! I wonder if there’s any bonus for this…

Summary

Overall, Dropbox's landing page is effective at communicating the benefits of its service and encouraging users to sign up. The simple and clean design, strong call-to-action, and use of social proof are all key elements of a successful landing page.