Many SaaS companies use a “Schedule a Demo” (or “Request a Demo”) page. In some cases, it’s not a page but a modal window (also known as a pop-up), but it really doesn’t make any difference when we talk about improving the conversions of this page. 

In this essay, we will delve into the significance of the “Schedule a Demo” page for SaaS companies, a crucial tool for customer acquisition. We’ll then explore the best strategies to enhance the conversion rate of this page. Finally, we’ll present a few exemplary ‘Schedule a Demo’ pages that can serve as a source of inspiration for your own page.

What does “Schedule a Demo” mean?

As mentioned above, let’s start with the definition of the “Schedule a Demo” solution offered by many SaaS B2B companies. 

So, scheduling a demo is a complimentary service provided by a company, allowing potential customers, clients, and users to experience a live, in-depth demonstration of the product, surpassing the typical ‘free trial’ experience.

In simple terms, a “schedule a demo” is a meeting with a potential customer during which a company representative showcases how the product functions, its features, and how it can address the customer’s needs. These meetings typically last 30-60 minutes and provide companies with insights into their customers’ challenges, enabling them to develop better solutions.

The first benefit of having such a page on the website is the possibility of better understanding customers’ needs, but it’s not the last.

Why is the “Schedule a Demo” page so important for SaaS?

Apart from gathering more and more information about clients’ demands, there is another aspect that makes the “Request a Demo” page unique and important for SaaS companies.

Based on our research of existing clients (that we worked with for the last five years), leads that come through the “Schedule a Demo” page usually have a much better trial-to-paid rate (or conversion rate to paying customers). Usually, the difference between those leads who didn’t go through a demo call and those who went through can be so high as 5x or even 10x. Of course, it depends on the niche of the business and product, but that’s always true.

This exact aspect makes SaaS companies optimize their “Schedule a Demo” page to encourage more website visitors and trial users to schedule a demo with their team. By doing so, they can improve their first-time subscription revenue and LTV as well. 

Of course, all of that occurs because users have a better understanding of how to use the product, utilize more product features, and so on. As a result, the customer derives much more value from the product. It works in tandem.

13 Strategies to Optimize Your “Request a Demo” Page

At Vakulski-Group, we first conduct regular research on the latest trends in the niche to improve the “Schedule a Demo” page and then run constant experiments on our clients’ pages to improve their conversion rates.

We don’t believe that every bit of advice mentioned below will work for every SaaS business, but we advocate that you try each one by conducting a/b tests and monitoring which variant performs better. After some experiments, you will get a better understanding of your leads and what can work or won’t work. So, let’s start with the first tip. 

Tip #1: Make your page headline clear and transparent 

According to the Microsoft research, people spend less than 8 seconds understanding the page’s content, and if it is unclear, they leave the page without any interaction. 

The page headline is the first thing people see on your page. Therefore, making your page headline clear and attractive should be one of the first things you should do. Here are a few ideas on how to make the page headline clear and attractive:

1.  Use Action Words: Start with a strong verb to give your headline energy and a sense of action.

2. Be Specific: Provide specific details or numbers to add credibility and focus to your headline.

3. Keep it Short and Sweet: Aim for brevity. A concise headline is more impactful and easier to remember.

Tip #2: Mention what will be discussed during the call on the page

Users want to know what they will receive from your product demo. They want to see the value of spending their time meeting with you instead of exploring the product features on their own. Therefore, including the information that will shared during the demo is crucial to improve the conversion rate. 

We recommend utilizing the bullet list with the benefits underneath the headline on your “Request a demo” page to showcase the primary key points of information that users will receive from a Demo and how this meeting will help them learn more about the product and your company. 

Tip #3: Mention how much time it will take 

We live in a fast-paced world, and many people struggle to find the time to explore new products or attend in-depth product demonstrations. This is a common response in our surveys for B2B SaaS companies. Customers often cite a lack of time as a reason for not engaging with a new tool. Therefore, it’s important to communicate the demo duration to potential leads on the “Schedule a Demo” page.

Tip #4: Resolve prospect’s objections on your page 

You always need to convince the prospect to meet with you. The prospect always has some objections, which you should address on your page to improve the conversion rate. 

Survey your leads and ask them what objections they had before scheduling a demo call. Use their answers to prepare a FAQ section for your page to resolve their objections nicely. 

The most frequent objection we see among our SaaS clients is that people don’t want to have a demo call because they are afraid that if they do, they will eventually feel obligated to buy the product subscription.  Therefore, we clearly outline that no strings are attached and they can have a demo and still not buy the product. Usually, it improves the conversion rate. 

Tip #5: Add social proofs

Testimonials, case studies, and reviews are essential elements of every page where you want users to take a certain action. “Schedule a demo” page is not an exception. 

You also need to add your customers’ companies’ logos, you can add a few testimonials on how people who use your product and had a demo with you are happy about that. 

Try to be as convincing as possible, and if that means adding social proof, don’t hesitate to do that.

Tip #6: Use Calendly or other solutions to make the booking process easier 

According to our research, not many companies utilize tools like Calendly for their “Schedule a Demo” page. However, to improve the booking process for your clients, we encourage you to try Calednly instead of having a form on your page. 

Calendly also uses Chialdini’s principle of consistency. If people start something, they are eager to finish it. If someone selects the date and time of the event on Calendly, they are likely to submit the form at the end of the process. 

And apart from that, people love Calendly and hate forms. So, if you want to increase your “Schedule a Demo” page conversions, we highly encourage you to try adding Calednly to your page.

Tip #7:  Include videos on your “Schedule a Demo” page 

Nowadays, almost every product page contains a video about it. Why do you think they are doing that? We can tell you that every experiment we conducted with adding the video on the product page increased the conversion rate to add to cart from 20% to 43%, depending on the client’s niche and audience. 

The same applies to any page on the website that should convert visitors. The “Schedule a Demo” page is not an exception. We highly recommend adding an informational video about your company, your product, and what information a client will receive on a demo call. This will boost the number of leads.

However, it’s worth noting that adding the entire recording of the demo meeting doesn’t make sense. Many users will prefer watching the video on their own instead of meeting with you, so you won’t receive leads. Therefore, make sure to add a video that encourages visitors to complete a form to meet with you.

Tip #8:  Show exit pop-up to convert visitors into free trials or show them another way of onboarding  

The seventh tip we want you to take away is exit pop-up. If you have a “Request a Demo” page (instead of a modal window), you can utilize showing a pop-up whenever website visitors are going to exit the page in order to convince them to leave their information or you can sell them the fact that you have other options available for them to explore your product. For instance, they can create a free trial account and get an onboarding product tour that will help them learn more about your product features. 

Even if they create a free trial account, you can still contact them in a bit and offer to schedule a meeting with you because you have this data that they visited your “Schedule a Demo” page but didn’t select a time slot. 

So, yes, in a nutshell, showing an exit pop-up on this page makes huge business sense. Give it a try!

Tip #9:  Test Your Form Length to Collect High-Quality Leads

The next tip you can utilize to improve the page is to play with your form length. There are always two directions: 

• You want to receive as many leads as possible
• You want to focus on the most high-quality leads

You should follow one of them, depending on where you are and what resources you have to meet with your prospects. 

So, if you follow the first one, you can make the form as simple as possible and remove the unnecessary fields. Remember also to experiment with multiple-step forms instead of showing all form fields on one page. Do you remember Chialdini’s consistency principle that we mentioned earlier?  

However, if you don’t have so many resources, but you still want to convert as many high-quality prospects as possible, we recommend you actually think about adding some important fields (like business email address, instead of any personal email address) to get only those high-qualified prospects and not receive low-qualified ones. This will allow your team to focus on the leads that have a higher chance of converting to paying customers and bringing much more revenue. 

Keep in mind that this process requires conducting extensive experiments and customer research to learn more about your audiences. Once you do, you will improve the structure of your “Schedule a Demo” form. 

Tip #10: Make your design hierarchy to tailor visitors to schedule a demo

The tenth tip concerns the design. The page design hierarchy is highly important to make your page clear. This simplifies the decision-making process for your end-page visitors and tailors them to take the action you want them to take.

Otherwise, if your page is a bit clunky and has many elements, the decision-making process will suffer. Users will be distracted by the many elements on the page and won’t know what next step they should take. Always try to declutter your page and make it as smooth as possible. 

Tip #11: Use best quality visuals for your page 

It happens sometimes, but more seldom than it used to be. Your “Schedule a Demo” page is your arsenal for business success. Visitors to this page will become leads and then paying customers. 

Therefore, if you have a page, make sure that it uses the highest-quality visuals. The quality of your page and its elements are additional factors that improve potential clients’ trust. If your page looks gorgeous, you will have more leads. 

Tip #12: Add a phone number as an option to contact you 

There is one more tip on how to get more leads. It’s rather more general than specifically for the “Schedule a Demo” page, but you need to provide more options for your clients to contact you. Some of them would prefer a phone call instead of scheduling an appointment with you. Therefore, if your audience has this behavior pattern, we recommend you add the phone number for them.

Tip #13: Run experiments regularly to elevate your conversions 

The last tip we would like to cover is “Schedule a Demo” page can always be improved. There is always a way to get more leads, more conversions, and more paying customers. Therefore, optimizing this page is a long-term process, and you should conduct the experiments regularly. 

Depending on the page traffic amount, you can start the experiment a few times per day, per week, or per month. You should have a pipeline of the experiments that you want to run on this page to boost conversions. 

Keep in mind what we mentioned above: the users who meet with you have much more chances to convert into paying customers than free trial users. Therefore, increasing this page’s conversions means improving your business’s bottom line. 

3 Adherence “Schedule a Demo” Page Examples

Now that we’ve covered the tips for enhancing your “Request a demo” page, let’s delve into some adherence examples that can inspire you to visualize how your page should look and motivate you to make further improvements.

Lattice “Schedule a Demo” page

People management platform Lattice has a great example of the good “Schedule a Demo” page. The core benefits of this page are:

• The page headline is clear.
• There is a bullet list of benefits on the page that the client will receive if he meets with the company representative.
• There is a video encouraging a website visitor to submit the form, but it’s not a demo video.
• There are testimonials, customers’ logos, and review ratings from multiple platforms.
• There is a clear form with only three fields.
• Whenever you try to leave the page, they show you a pop-up informing you about other available options. 

Leadfeeder “Request a Demo” page

The second example comes from Leadfeeder. The software allows businesses to identify the names of the companies visiting their websites. The primary advantages of this page are:

• The page headline is clear and mentions “Free Demo” which also addresses the fact that users don’t need to worry that some strings are attached to this offer. They also mention it in the bullet list of benefits.
• The page has a bullet list of benefits with icons that the client will receive if he meets with the company representative.
• There is a social proof aspect. The company mentions what brands use LeadFeeder. 
• The form is short and to the point. They ask for the business email address instead of any email address to improve the quality of the leads collected by this form. 

Pendo “Schedule a Demo” page

The last but not the least example comes from Pendo. Pendo helps other businesses to improve their apps. As you can see in the screenshot above, the primary advantages of their page are:

• The headline and subheadline are clear and to the point.
• They highlighted the benefits a client receives from a demo call.
• The page includes big brands that use Pendo. 
• The form on this page is longer than the previous examples. This means that Pendo is more interested in high-quality leads than in collecting as many leads as possible.
• When you try to leave the page, they will show you the exit pop-up, telling you that you can explore the product on your own using their product tour. 
• Additionally, they show you that you can start a free trial if you don’t like a demo call.
• They utilize the chat to get more leads who don’t like completing the big form.

Core Takeaways on How to Boost Your “Schedule a Demo” Page Conversions

In this essay, we explored the significance of the “Schedule a Demo” page for SaaS companies. The main reason is that leads who engage in this process tend to have a 5 to 10 times higher conversion rate compared to those who do not schedule a demo. 

Additionally, we discussed several methods for improving the conversion rate of your “Request a Demo” page. Finally, we provided three examples of effective “Schedule a Demo” pages that you can use to improve your own. 

At the end of this essay, we want to mention it again: optimizing this page is a long-term process, and running the experiments on this page is crucial to get as high a conversion rate as possible. If you need someone to run this experiment, we are at your disposal. Contact us here. 

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