# Narrower demo form with logos and testimonials: +20% demo sign-ups

- Outcome: Won
- Page type: Demo request (SaaS)
- Elements: Form layout, Trust logos, Testimonials
- Date shared: 2018
- Test run by: [POSist](https://liftarchive.com/practitioners/posist/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/posist-restroworks/
- Page: https://liftarchive.com/test/posist-contact-page-narrow-form-trust/

A 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.

## Result

**+20% demo sign-ups**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Sales-qualified lead rate
- Guardrail: Demo show-up rate
- Guardrail: 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.

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Credit: POSist ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/posist-contact-page-narrow-form-trust/).
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.