# Short Book a Demo page with headline, logos and form: +65% conversion

- Outcome: Won
- Page type: Demo request (SaaS)
- Elements: Page length, Trust logos, Form
- Date shared: 2024-08
- Test run by: [Apexure](https://liftarchive.com/practitioners/apexure/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.apexure.com/case-study/flare-book-a-demo-landing-page/
- Page: https://liftarchive.com/test/flare-short-book-a-demo-page/

Cutting 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.

## Result

**+65% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Demo show-up rate
- Guardrail: Sales-qualified lead rate
- Guardrail: 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.

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Credit: Apexure ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/flare-short-book-a-demo-page/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.