Narrower demo form with logos and testimonials: +20% demo sign-ups
Commentary byLiftArchiveOur analysis, not theirsA narrower demo request form, copy on what prospects receive, and customer logos and testimonials lifted demo sign-ups from 9.37% to 11.26%, about 20%.
The marketing team at POSist (now Restroworks), a restaurant POS software company, ran this test on its Contact Us page, and it was published as a VWO case study.
These changes shipped together, so the lift can't be credited to the form alone.
- Demo sign-up rate: 9.37% on the original vs 11.26% on the variant, a relative lift of about 20%.
- The idea came from form analytics data on where prospects hesitated.
- Sample size, duration and confidence level were not shared.
The change
Variant narrows the form and adds value copy, logos and testimonials
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original Contact Us page, where prospects requested a demo using a wider form, without trust signals or an explanation of what they would get.
Variant
A narrower form, new copy explaining what the prospect gets from the demo, and customer logos and testimonials on the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Spelling out what the demo includes may have lowered doubt about giving up time to a sales call.
- Logos and testimonials placed next to the form put proof at the point of decision.
- A narrower form can look shorter and less effortful, even with the same fields.
Caveats: This was a bundled change: form layout, copy and trust signals changed at once. Sample size, duration and significance were not shared, and the data dates from around 2018.
Who ran it
POSist ran this test 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 POSist →
How to run this test on your site
- Hypothesis
- If we narrow the demo form, explain what prospects get, and add customer logos and testimonials beside it, then more visitors will request a demo because the ask will feel smaller and safer.
- Primary metric
- Demo request conversion rate on the contact page
- Guardrails
- Sales-qualified lead rate
- Demo show-up rate
- Form error or abandonment rate
- Who should test it
- B2B SaaS and lead-gen businesses whose main conversion is a demo or consultation request. It probably helps less if your form page already carries strong proof and a clear description of the call.
Questions
Does form width affect conversion rate?
It can. A narrower form may look shorter and easier to finish.
Here it was tested with other changes, so its own effect is unknown.
What should a demo request page say?
Tell prospects what happens next and what they will get from the call.
Pair it with proof from customers like them.
Where should testimonials go on a demo page?
Close to the form, where visitors decide whether to submit.
That way the proof is visible at the moment of doubt.
Apexure