CRO Case Study: Increasing Demo Requests

BACKGROUND:

Our client, a leading provider of Business Process Management (BPM) software and services was struggling to drive demo request leads.

CHALLENGE:

We analyzed website behavior and identified 2 root causes:

1. Visitors were not finding the “Request a Demo” Call-To-Action (CTA) which was the client’s top priority action.
2. Visitors that did click through to the demo page were not taking action and completing the registration form.

SOLUTION:

Avid Demand’s testing strategy involved a two-phase approach:

1. Phase I: Increase visitors’ awareness of the request a demo option, by increasing the prominence and relevance of this CTA within the site’s main menu navigational menu.
2. Phase II: Increase the number of prospects who actually complete a registration form to request a demo by improving the perceived value and desirability of this action.

Phase I Results

Testing the CTA button in the main header navigation increased both traffic to the “Request a Demo” page and form submissions on that page.

Variation 2 (“Schedule a Demo”) was the winning CTA version

• Increasing clicks by 418.98%, and
• Increasing leads (registration form submissions) by 127.05%

Phase II Results

We tested the overall look and feel of the Demo page as well as the page content. We also tested a 2-part registration form.

Variation I of the test increased conversions (registration form submissions) by an additional 58.57%.

Reasons for the improved conversion rate include:

• Page clearly states benefits of the demo
• Page specifically states what prospects will learn
• We implemented a 2-part registration form (with a shorter form on the initial landing page).

SUMMARY:

This two-phased testing approach made the DEMO more visible, more appealing, and generated significantly more quality leads.