8 Examples to Increase Conversion of your Book a Demo Page

A collection of creative but proven examples to increase the conversion rate of your B2B SaaS book a demo page.
Published on
November 22, 2023
Umberto Anderle

Book a demo pages are very popular in B2B SaaS and it’s no secret that prospects that receive a demo are more likely to convert to paid. Whether you have a book a demo page because your product has no free trial or as a secondary call to action to one, these examples are sure to give you some proven yet creative ideas to increase conversion of your own book a demo page.

1. Make booking a demo feel personal

Small details can go a long way when you’re looking at conversion rates. When someone decides they want to talk to you, don’t forget that it’s a person looking to talk to another person - the more human you can make that process feel the better.

We love what Testimonial.to has done with their talk to us call to action. Adding profile pictures of the team members you’ll actually be talking to to the button itself, makes the process feel much more personal and gives visitors the additional confidence needed to convert.

You can also keep the booking page personal, giving a short bio of who the prospect will be talking to. Is it a cofounder? Sales rep? Customer success rep? How is this person best positioned to help?

2. Use an interactive demo to spark interest

Would you book a demo without having seen a product? Our research shows that 88% of people say no and surprisingly, 30% of SaaS companies don’t show their product at all in their landing pages (not even a screenshot!).

Really, this is not just a matter of shifting buyer preference but also one of building trust. You need to give your visitors the confidence that if they invest the time to talk to you, you’re likely to solve the problem they’re looking for a solution to.

You don’t need to show them every single feature in your platform (in fact, that would be counter productive - you shouldn’t even do that in a live demo). Rather, you should aim to spark interest by showing them what success looks like if chose to adopt your platform and give them the confidence that your product solves the problem they’re looking for a solution to.

Ansarada does a great job at this with a secondary CTA in their operational resilience product’s marketing pages. You can book a demo, or try the operational resilience module via an interactive demo first, to see how it can solve your problems.

3. Use a scheduling tool

Automated scheduling tools like Calendly have been around for a long time now. Surprisingly however, we found that only 18% of B2B SaaS companies opt for a scheduling tool over a lengthy form.

So why should you use a scheduling tool? Well, it cuts down a whole lot of back and forth in the process of booking a demo. This makes getting to the next stage quicker for the prospect, letting them commit time for the demo call when they are most interested.

4. Make it clear what prospects will get out of booking a demo

When someone is deciding whether to contact you or not, you should clearly outline the value they'll get from talking to you. Sleeknote is a great example of a scheduling page that we love. Notice how they make the time commitment required visible upfront (It's 30 mins, not 4 x 60 min long discovery calls) and clearly outline an agenda and what value you'll receive from talking to them.

5. Handle objections upfront

Make sure your landing page includes an FAQ section where you tackle common objections up front. If you think there are any questions on your prospect's mind that might prevent them from booking a call, make sure you tackle them head-on. Ease their early concerns and convert them to a demo!

6. Add social proof

Social proof builds trust - dead simple. Just because you've added testimonials to your main landing page, doesn't necessarily mean a prospect has seen them or remembers them. Remind them that they're in good company when they are about to convert and your conversion rates will climb.

This great example from Nextiva reminds you that great customers use their product and why that is as you are about to book a demo.

7. Request the minimum amount of information you need

Short forms convert better. The less information you ask for, the more likely it is for someone to submit a form.

Often, you still need to request a few bits of upfront info in order to properly qualify a prospect. In these cases, it’s helpful to think outside the box and Hootsuite has done a fantastic job of this. On their book a demo page, they let you autofill the request a demo information with a single click using a LinkedIn integration!

8. Provide immediate value in return

Some companies think outside the box and this can be extremely effective. Salesforce for example, uses a CTA that provides immediate value rather than the delayed value and time commitment required by the traditional book a demo CTA. They encourage prospects to provide their details in order to get instant access to their demo playlist.

As soon as you fill out the form, you get access to a library of demos of the Salesforce platform that you can go through at your own pace. As you do this, they still collect your details and reach out to you if you want to learn more.

About the Author
Umberto Anderle

Umberto is a co-founder of HowdyGo, and is passionate about giving marketing and sales teams an easy way to demo their products at their best. He was VP of Product at a B2B enterprise startup with >$20m ARR where he learnt about the value of building personalised demo environments for prospects.

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