Want to grow your SaaS revenue? Then you need to turn more visitors into demos. Here's how, explained with 5 annotated examples.
When a visitor views your 'request a demo' page they are showing buying intent. They are visiting to explore the option of reaching out to you. This means they've read your landing page or ad and they are likely qualified and interested.
So it's critical your 'request a demo' page works hard to get them to enter their details and hit submit.
From the clients I've worked with, conversion from page visit to demo booked on a 'request a demo' page can vary anywhere from 5% to 90%, so it's critical you follow best practice, and test your page, like the startups I've detailed below.
I've included screen grabs and explanations of the techniques they've used to increase conversion - use them to inspire the copy and design of your own 'request a demo page'.
Book a demo, get a demo, book a call, live demo, schedule demo, speak to us, contact us
Sleeknote's 'request a demo' page
One of my favourite 'request a demo' pages, and one I've highlighted many times before. I particularly like the one-field sign up which allows Sleeknote to contact you if you don't go on to book the demo. See it here.
- Share how long the demo will be. A shorter call is an easier commitment for the visitor. It can always overrun if appropriate.
- Collect email first - if the visitor doesn't then select a date and book, you can reach out and try and coordinate.
- Address common doubts - will I get a heavy sales pitch? Is it going to be relevant to me?
Chargebee's 'request a demo' page
Chargebee focuses on the fact that it's your demo, personalised for your workflow and pain-points. This addresses visitors' doubts that they'll receive a generic sales pitch. See it here.
- Use social proof like awards, testimonials and client logos. You can use free tools like Senja.io to collect testimonials.
- Icons with form fields improve clarity.
- Fewer fields tends to increase conversion. Add more fields for better qualification if you're getting TOO MANY demo requests
Drift's 'get a demo' page
A unique book a demo format: Drift uses its own chatbot functionality to help you book a demo - so by booking a demo, you are actually demo-ing their tool. Meta. See it here.
- Show not tell on your demo page.
- Add CTAs for your demo across your website.
- Use plain and simple language and avoid marketing speak.
Podia's 'live demo' page
If you are fielding a large number of demo requests, consider moving to group demos - like Podia. They offer a weekly live demo with the founder and use urgency language to convert. See it here.
- Make sure your demo feels human - a smiling face of the founder or the person hosting the demo is a great start.
- Don't just say what the demo covers - explain how it will benefit the person booking.
- Offer an alternative if a demo isn't the best option for the visitor. This could be a phone number, self serve option, or pre-recorded demo.
Perkbox's 'request a demo' page
Perkbox uses strong social proof to close more demo requests. You can see a quantification of the customer numbers, and client logos. There's also a success story and end user reviews from TrustPilot. See it here.
- Social proof again - reviews, testimonials and client logos.
- A quantification like the number of customers demonstrates trust and credibility.
- If your product has a different buyer and end user, outline the benefits for the end user too.
How to increase demo requests: testing your page
- Check the current conversion rate of your 'request a demo' page. You'll need to know:
- New visitors to your 'request a demo page'
- Number of bookings
- You can then calculate the per cent of visitors to the page who go on to book a demo
- If it's under 20% there is most-likely a good opportunity to improve conversion
- Test changes to your 'request a demo' page inspired by the examples listed above
- Regularly review your page's performance, continue to test new ideas, review and repeat
Other ways to book more SaaS demos
Here's a few more ideas to help you book more SaaS demos:
- Embed your request a demo form directly into your landing page
- This means that visitor can book a demo without visiting and loading a 'request a demo' page
- Use booking tools that route demo requests to the relevant country, so people booking can get their demo sooner.
- Follow up on demo requests quickly. Leads go cold fast. Start by warming up the lead with your strongest and most useful marketing assets directly after booking. Send a link in your thank you email.
- Allow your visitors to opt-in to a demo when they are downloading a lead magnet.
- Alternatively, promote your 'request a demo' page, or other links on your lead magnet 'thank you' page. Here's how to book more SaaS demos with a lead magnet.
- If you're working in ecommerce, add a free UserLoop post purchase survey to start collecting customer feedback to improve your ecommerce experience.