# Simpler nav, industry terms, testimonials up: +63% demo clicks

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Navigation, Copy, Testimonials
- Test run by: [Orah](https://liftarchive.com/practitioners/orah/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/orah/
- Page: https://liftarchive.com/test/orah-homepage-industry-terms-testimonials/

Orah's homepage redesign lifted demo request clicks by 63.27% by cutting nav items, using common industry terms instead of brand names, and moving testimonials near the top. Orah, a student engagement platform, ran the test itself, and it was published as a VWO case study. The three changes shipped together, so the lift can't be credited to any one of them.

## Result

**+63% demo clicks**

- Demo request clicks (primary goal): +63.27%.
- Product page clicks: +101.41%.
- Free sign-up clicks: +121.41%.
- All three metrics are clicks, not completed demo bookings or sign-ups, so the effect on pipeline is not known.

## Control

The homepage had a fuller navigation menu, described products with Orah's own branded terms, and showed testimonials lower down.

## Variant

The nav had fewer items, the copy used industry terms schools already know, and testimonials moved near the top.

## Why it likely won (our reading)

- First-time visitors don't know a product's branded names. Industry terms tell them right away what the product does. Orah's team saw this as the main lesson.
- Fewer menu items make it easier to find the right page, which fits the jump in product page clicks.
- Testimonials from similar schools near the top give early proof that peers use the platform.

## Caveats

Three changes were bundled, so no single change can be credited. The test ran only 11 days, no sample size was shared, and the metrics are CTA clicks rather than completed requests.

## How to run this test

- Hypothesis: If we describe our product with the industry terms buyers already use, then more first-time visitors will request a demo because they will understand the offer faster.
- Primary metric: Completed demo requests from new visitors
- Guardrail: Demo-to-opportunity rate
- Guardrail: Bounce rate on the homepage
- Guardrail: Returning visitor conversion
- Who should test it: SaaS companies whose homepage leans on branded feature names or serves mostly new visitors. It matters less if most traffic is existing customers who already know your terms. Test the copy change on its own to learn what really drives the lift.

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Credit: Orah ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/orah-homepage-industry-terms-testimonials/).
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.