Shorter demo form with instant booking: 70% to 85% form-to-demo
Commentary byLiftArchiveOur analysis, not theirsNavattic shortened its demo request form, filled in company data automatically and showed a calendar right after the form, and form-to-demo conversion went from 70% to as high as 85%.
Navattic ran the change, and it was published as a Chili Piper customer story in February 2025. It was a before/after comparison with several changes shipped at once, not a split test.
- Form-to-demo conversion: 70% before, up to 85% after. That is 15 percentage points, about a 21% relative gain.
- The story says the team added no headcount to get there.
- No sample size, time window or significance test was shared, so treat the number as directional.
- Reps say they no longer had to ask about company size or job title on calls, because the data was already filled in. This is a qualitative report, not a measured result.
The change
A long multi-step form becomes a short form followed by an on-screen calendar
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A multi-step demo request with many form fields. Enrichment, owner matching and routing were mostly done by hand, and some people who filled in the form never got through the calendar step.
Variant
A shorter form, with Clearbit filling in company details in the background and leads routed automatically. Prospects then booked a time on a single screen straight after submitting.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Fewer fields means less effort before the prospect gets what they came for: a meeting.
- Booking on the next screen removes the wait between asking for a demo and getting one, when interest is highest.
- Background enrichment lets the form stay short without losing the data sales needs for routing.
- Because all three changes went live together, we can't say which one did most of the work.
Caveats: Before/after comparison with a shorter form, enrichment, auto-routing and instant booking shipped together, so the lift can't be credited to one change. Published by the scheduling vendor, with no sample size or test window shared.
Who ran it
Navattic ran this test and published the results (Chili Piper customer story). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Navattic →
How to run this test on your site
- Hypothesis
- If we cut our demo form to the essential fields, enrich the rest in the background and show a booking calendar right after submit, then more form fills will become booked demos because prospects can lock in a time while their intent is high.
- Primary metric
- Form submissions that end in a booked demo
- Guardrails
- Demo show rate
- Share of booked demos that sales accepts as qualified
- Form submission rate
- Who should test it
- B2B SaaS teams with a sales-led demo flow and an enrichment tool that can fill the fields you drop. If your form already has only a few fields and books instantly, there is little left to gain here.
Questions
Do shorter demo forms always convert better?
No. Removing fields often helps, but some tests show no change, and the fields you drop may be needed for routing.
Enrichment tools can fill those fields so the form can stay short.
What is form-to-demo conversion?
It is the share of people who submit a demo request form and then actually book a meeting.
It shows how many leads you lose between the form and the calendar.
Should the calendar appear right after the form?
Showing available times right after submit lets prospects book while they are still on your site.
Navattic's numbers point that way, but they come from a before/after comparison, not a controlled test.