How to double conversions on your demo page
Have you ever been to a Chinese restaurant with a massive menu?
You end up more confused and overwhelmed.
It’s the same with demo pages.
The top mistake companies make on their websites is giving too much information. It overwhelms prospects.
This is painful and costly. Most companies invested a tonne of effort to get people to these pages. Then drop the ball at the finish line.
People can overstate the impact.
If it costs $10,000 to get a customer, then doubling your demo page conversion could cut that to $5,000. Some of these changes could help.
The changes are straightforward. All on one web page.
I’ve researched thousands of demo pages. The best ones optimise for one goal: to get the audience to take the next step.
Here are four simple steps to double your demo page conversions.
1. Take them to a standalone page
Many websites use a two-step form: you enter your email first, then more details later.
That way, if you drop off after the first step, they still have your email and can market to you later.
While this approach can work, it becomes complicated in a short time.
A simpler strategy can be better — a clear CTA like “Get a demo” or “Request a free call.”
Take them to a standalone demo page designed for action. Don’t overcomplicate it.
2. Remove everything but the essentials
Once they’re on the demo page, keep the message aligned with the context that brought them there.
If they clicked a Google ad to 10x their outbound emails, your landing page must discuss it. It must not discuss anything else. Keep the messaging consistent.
What about the header, footer, or reiterating some of the benefits of your product or service?
Do not do this. Less is more. You don’t want to overwhelm them with information.
You want to remove everything but the essentials, which are:
- A header to reiterate the message.
- Complete the form.
- Social proof to get them across the finish line.
The most powerful tool you can use here is social proof: logos, testimonials, and case studies.
Show them they’re not alone. Thousands like them have made the same choice.
But remember — less is more. You don’t want to overwhelm them with information.
Stick to what’s relevant to get them to the next step.
3. Ask as little as possible
The fewer questions, the better.
In a B2B context, it includes only a name, email, phone number, and company information.
Every extra field you add will decrease your completion rates.
Most customer relationship management (CRMs) have automated lead enrichment tools. So, you don’t need to ask for things like location, country, or company revenue.
And your UTM parameters must be correct. They will track the campaign, source, medium, term, and content. They will not make direct inquiries.
4. Keep them moving down the funnel
Once they hit “submit,” don’t leave them hanging with a generic “thanks, we’ll be in touch.”
Take them to the next step with one of the following options:
- The ability to schedule a call without intermediaries.
- A new targeted offer (i.e., get started now).
- Case studies or blog resource content.
For discovery calls, let them schedule a call on the thank-you page. It will take advantage of their warm interest.
Studies show that the sooner you share your calendar, the more likely people are to book your time.
If you’re not ready for direct scheduling, offer something else of value. You could share a case study, some content, or a discount.
Keep them engaged and moving further down your funnel.
The Wrap
Doubling your demo page conversions is a top opportunity for many sites.
Remember to keep it simple:
- Get them to a standalone page with a clear CTA.
- Remove everything but the essentials.
- Ask as little as possible.
- Keep them moving down the funnel.
Good luck.
