Doubling Demo Conversions

The Challenge

Increase demo lead generation by improving engagement with the demo call-to-action on a key page, the platform overview

Hypothesis:
Giving users the flexibility to to choose how they want to experience a demo will increase leads generated from this page.

The Test

Control: Button language remained as is

  • Primary button: See demo

  • Secondary button: Contact sales

Variant:

  • Primary button: Request a demo

  • Secondary button: Start platform tour

Primary Metrics

  • Click-through rate to the /watch-a-demo page

  • Conversion rate on the demo lead form

Results

  • CTR to /watch-a-demo page:

    • +4% increase in traffic to the demo page in the variant group

  • Demo form submissions:

    • 2x the volume of leads

    • +76% higher conversion rate

Insights

  • Users responded positively to language that offered more autonomy and control.

  • While click gains were modest, conversion gains were significant — suggesting the CTA reframing attracted higher-quality, more motivated visitors.