# Instant calendar booking on demo form: 50% to 60% lead-to-intro

- Outcome: Won
- Page type: Demo request (SaaS)
- Elements: Instant booking, Lead routing
- Test run by: [Frontify](https://liftarchive.com/practitioners/frontify/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.chilipiper.com/customer-story/frontify-boosted-lead-to-intro-conversion
- Page: https://liftarchive.com/test/gap-frontify-demo-form-instant-booking/

Frontify added instant calendar booking to its demo form, and the lead-to-intro booked rate rose from about 50% to 60% in the first quarter. Frontify's revenue operations team made the change, and it was published as a Chili Piper customer story in May 2025. The rate later reached 80-85% after a year, but that includes other routing changes, and this is a before/after comparison.

## Result

**50% to 60% lead-to-intro**

- Lead-to-intro booked rate: about 50% before, 60% in the first quarter after switching on instant booking.
- After one year the rate was 80-85%, but this includes later routing changes, so it is not the effect of instant booking alone.
- Intro-to-opportunity rate reportedly held steady, which suggests the extra meetings were not lower quality.
- No lead volumes or significance figures were shared.

## Control

Demo form leads were assigned by round-robin routing in HubSpot and later LeanData. SDRs then followed up to book an intro meeting.

## Variant

After submitting the demo form, prospects could book a meeting on a rep's calendar right away. The new setup ran alongside the old router for six months.

## Why it likely won (our reading)

- Booking in the same session as the form removes the wait for an SDR to reply.
- Prospects pick a time while their interest is highest.
- Fewer manual steps mean fewer leads lost to routing errors or slow follow-up.

## Caveats

Before/after rather than a split test, and the 85% figure includes later routing changes. Vendor-published, with no lead volumes.

## How to run this test

- Hypothesis: If we let demo form leads book a meeting on a rep's calendar right after submitting, then more will book an intro because they skip the wait for a follow-up email.
- Primary metric: Lead-to-intro booked rate from the demo form
- Guardrail: Intro-to-opportunity rate
- Guardrail: Meeting no-show rate
- Guardrail: Share of unqualified meetings
- Who should test it: B2B SaaS and lead-gen teams that rely on SDR follow-up to book demos. If most leads need qualifying before a call, add qualification rules or the calendar will fill with poor fits.

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Credit: Frontify ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gap-frontify-demo-form-instant-booking/).
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.