One sign-up CTA plus a visible demo video: +8.72% sign-ups
Commentary byLiftArchiveOur analysis, not theirsCutting the homepage to one primary sign-up button and showing the demo video prominently next to it raised sign-ups by 8.72%.
Huntr, a startup that makes an AI resume builder and related tools, ran this A/B test, and it was published as a VWO case study.
Two things changed together, the CTA and the video placement, so the gain belongs to the pair.
- Sign-ups: +8.72%.
- Sample size, duration and confidence level were not shared.
The change
Two competing buttons become one sign-up button with the demo video shown beside it.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had two competing buttons, 'Sign up' and 'Watch the demo', and the demo video was hard to find.
Variant
The homepage had one primary sign-up button, with the demo video shown prominently beside it for visitors who wanted more detail first.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A single main button removes the choice between two actions, so the next step is obvious.
- Showing the video on the page gives undecided visitors the context they need without sending them away from sign-up.
- Video can explain a new tool faster than copy alone, which matters right after a product launch and rebrand.
Caveats: Sample size, duration and statistical confidence were not shared. The CTA and the video placement changed together, so neither can be credited alone.
Who ran it
Huntr ran this test for AI job search and resume builder app and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Huntr →
How to run this test on your site
- Hypothesis
- If we use one primary sign-up CTA and show our demo video prominently beside it, then more visitors will sign up because the main action is clear and the video answers their questions on the spot.
- Primary metric
- Sign-ups
- Guardrails
- Activation rate of new sign-ups
- Video play rate
- Homepage bounce rate
- Who should test it
- SaaS products where a short demo explains the value well and the homepage splits attention between sign-up and other actions. It may matter less if the video is long or weak, or if most visitors arrive ready to sign up.
Questions
Is one call to action better than two on a SaaS homepage?
Often worth testing. In this case one main sign-up button, with the demo moved to an on-page video, lifted sign-ups by 8.72%.
Should a demo video go above the fold?
It can help when visitors need to see the product before signing up.
Here it sat next to the sign-up button rather than competing as a second button.
Will a demo video slow down sign-ups?
Not in this test. Sign-ups rose, though watch video plays and page speed to make sure it's helping.