We just completely overhauled our Book a Demo page at Zenhub Now, when visitors land on the page, the first thing they see is an interactive demo where they can get hands on with our product. If they like it enough, we then give them the option further down the page to book a demo with our product team or start a free trial. Why? A few reasons... 1) Not everyone wants a demo first thing. Now more than ever people want to experience products for themselves in a low friction way. Submitting your contact information, drafting a message on what you're looking for, and picking a time from a calendar link isn't low friction. Troy Munson talks a lot about this. He's even gone so far as to create a whole new platform around that idea (will post more on that later). 2) Buyers are smart enough to find a "book a demo" when they're ready. As Jonathan Bland says, every website looks the same these days. If people really want to talk to sales as their first point of interaction, we still make it easy for them to do that. It's just not the first thing visitors see. Are there risks here? Sure... We're definitely going "off script" by not having the demo form be the first thing that visitors interact with when they land on the demo page. But, we weren't seeing great conversion on that anyways. Especially when we were driving people to that page from paid channels and sources. Good or bad, we'll keep you posted on numbers and learnings along the way. Excited to see where this goes :) #demandgeneration #b2bmarketing #saas
This is brave, Aaron 👍 Would love to know the results, especially for paid traffic. Nice to see you went all-in instead of doing A/B However, I noticed three different CTAs for demos across the pages: "Book a Demo" and "Talk to an Expert" on the tour page and "Contact Sales" on the demo page. Is this variation intentional?
This is great! If you think about "Contact sales" and "Start a free trial" as next steps in the process, it actually changes how you think about the demo above. It needs to 1) let buyers get behind the wheel and 2) get them excited about seeing more or signing up. I think most people do #1 but forget about #2 in their interactive demos. Super curious to see how to experiment works out!
Great move, team! Interesting to see how interactive experiences can boost engagement. It's worth noting that companies like Slack and Zoom saw similar successes with hands-on trials before sign-ups. Looking forward to seeing how this change impacts your conversion rates. Best of luck with the new approach!
Sleek and engaging - love it!
Co-Founder @ Omni Lab | Paid Media for B2B SaaS brands
3wAaron Upright Making it easier to buy is a competitive differentiator by itself. Request a demo is the highest friction “offer” on the website so derisking the investment of their time with tours like these is key.