Last week I started working with a new client to help them get more referrals to their platform through their own website. Without giving too much away, they provide a service that pretty much every business needs but they have still been struggling to get buy in from their target audience.
As part of my remit, I’m conducting a website audit to identify areas that aren’t performing so well (as well as those that are, of course!) We took an initial look during our first meeting and, after an annoying box with the words, ‘Book a Demo’ popped up from the bottom right hand corner I asked, ‘How many demos have you given as a result of that Call to Action?’
Answer = None, zero, zilch…
The Benefits of Demos
Think about the last time you were looking for a new piece of software, marketing tool or service. Were you offered a demo via a pop-up or sign-up box?
Not surprising really. Demos are a great way for businesses to turn a prospect into a lead and potentially, a buyer. They offer you an opportunity to show off what a product, service or platform can do, personalise the demo, speak directly to a potential buyer and illustrate how your service can benefit their company (see below for caveat).
So why is it that many website visitors are reluctant to find out more about a product they’re considering? After all they’re not charged for a demo and what better than a personal tour?
Here are six reasons that you may be missing out on ‘Book a Demo’ sign-ups and what you can do to increase conversion!
‘Sign up for a Demo’ doesn’t tell me how long the demo is going to be. The last thing I want is to be kept on the phone/Skype for a whole morning.
Even changing the call to action from ‘Sign Up for a Demo’ to ‘Sign up for a 30 Minute Demo’ gives the user a guide to how long you’re going to keep them for. Note of caution: if someone signs up for a 30 minute demo, that’s what they get. Rehearse your demo until it becomes second nature and keep to time!
I hate sales pitches. How do I know that you’re not going to do the hard-sell once you’ve got me on the phone.
There’s a certain amount of trust that you’re not going to do the hard sell. I was recently turned off a service during a demo purely because of this. Obviously, if you’re offering a demo via download then this is less likely but if you’re walking someone through a demo while they’re on the other end of a phone/Skype then don’t do it! A short, friendly sentence at the sign-up point emphasising the benefits of taking the demo will help keep minds at ease.
I want to access a demo but on my own terms. ie. I want to be able to pause it, select the most relevant sections and not be tied down to a particular time.
Why not offer a demo via a download on email sign-up or embedded on the website?
Generally, demos are product rather than benefit-focussed (this was the caveat).
Sell on benefits as well as service and you’ll come over less salesy and more helpful straight away. For example, if your product has a USP that sets it apart from your competition there’s no harm in explaining that but make sure to tell your potential customer how it can help them ie. the benefits.
I know that this is a way of getting my email address and I’m worried about how it might be used to spam me after the fact.
Assure users that by submitting their email address that they won’t be spammed. GDPR has tightened things up here but it’s still a worry for potential users. Even including a small note on the ‘Book a Demo’ (or whatever you decide to call it) pop-up stating the above will be helpful. Of course, any emails that are sent after the fact should clearly offer the ability to ‘unsubscribe.
I may as well be being asked to complete an insurance form. Too many fields!
KISS them. No, not that kind of kiss, that would come over as a little desperate. I mean ‘Keep It Simple Stupid’ – as in the ‘Book a Demo’ form. This also applies to other types of forms where you want the user to take an action; keep it to the minimum required. A name and email address (or just email address) will do nicely.
Lastly, think about the title of your ‘Book a Demo’ form. Is ‘Book a Demo’ necessarily the best call to action for your audience? If you’ve done your user research this will help!
Want some more ideas? Take a look at this article which gives some great examples of high converting demo pages!