Short Book a Demo page with headline, logos and form: +65% conversion
Test run byApexureCRO agency
Commentary byLiftArchiveOur analysis, not theirsCutting a long Book a Demo page down to a headline, a row of customer logos and a simple form lifted the demo booking conversion rate by 65%.
Apexure ran this A/B test for Flare, a cybersecurity threat exposure SaaS platform.
The test ran for about a week, which is short.
- Demo booking conversion rate: +65% on the short page against the long one.
- The case study text elsewhere says conversions doubled; the 65% figure is the conversion-rate lift shown in the test screenshot, so that is the one we report.
- Result reached in about a week. No visitor or booking counts were given in the text.
The change
The long page is cut to a headline, customer logos and a short form.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A long Book a Demo page explaining what the demo covers, with testimonials and FAQs. It was a long scroll on mobile, with the form hard to find.
Variant
A short page with only the headline "Meet with our team and get full access to all features for 14 days", a row of trusted-by customer logos and a simple form asking for name, corporate email, job title and phone.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors who reach a demo page have mostly decided already, so extra explanation got in the way of the form.
- On mobile, the form sat right there instead of at the end of a long scroll.
- Logos of known companies give quick trust for a security product without asking visitors to read anything.
- The headline stated a concrete benefit (14 days of full access), which gave a reason to book now.
Caveats: About one week of data is short, and no traffic or booking numbers were given in the text. The case study gives two figures (65% and "doubled"); we use the 65% conversion-rate lift.
Who ran it
Apexure ran this test for cybersecurity threat exposure SaaS and published the results (Apexure case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Apexure →
How to run this test on your site
- Hypothesis
- If we strip our demo request page down to a value headline, customer logos and a short form, then more visitors will book a demo because the form is easy to find and nothing distracts from it.
- Primary metric
- Demo booking conversion rate
- Guardrails
- Demo show-up rate
- Sales-qualified lead rate
- Mobile form completion rate
- Who should test it
- B2B SaaS companies whose demo page gets visitors who have already clicked a 'book a demo' button. If most traffic lands cold from ads, some of the removed explanation may still be needed.
Questions
How long should a SaaS demo request page be?
Often shorter than you think. Visitors on a demo page have usually decided already, and Flare's three-element page converted 65% better than the long one.
Do customer logos help demo page conversions?
They are quick social proof that needs no reading, which suits B2B buyers checking credibility.
Here they were tested as part of a full page rebuild, not alone.
Is a one-week A/B test long enough?
Usually not on its own. A week covers one weekly cycle at best, so check the sample size and keep measuring after launch.