# Black-and-white customer logos on a demo page: +34% form submissions

- Outcome: Won
- Page type: Demo request (SaaS)
- Elements: Trust logos, Testimonials, Visual hierarchy
- Test run by: [WorkZone](https://liftarchive.com/practitioners/workzone/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/workzone/
- Page: https://liftarchive.com/test/workzone-demo-page-grayscale-logos/

Switching customer logos from full color to black and white on its demo request page lifted form submissions by 34% for WorkZone, a project management software company. WorkZone ran the test itself, and it was published as a VWO case study. The test ran for 22 days on new visitors and reached 99% significance.

## Result

**+34% form submissions**

- Demo request form submissions: +34%.
- Statistical significance: 99%, over 22 days.
- Only new visitors were included, so returning visitors may respond differently.

## Control

The demo request page showed customer testimonials with full-color company logos next to a short demo form.

## Variant

The same page with the testimonial logos in black and white. Nothing else changed.

## Why it likely won (our reading)

- The page used soft, muted colors, so bright logos pulled attention away from the form.
- Click maps showed visitors clicking on the logo bar, which suggests the logos looked clickable and distracted people.
- Grayscale logos still show who uses the product, so the credibility stayed while the distraction went.

## Caveats

The test included new visitors only. The case study does not share the sample size.

## How to run this test

- Hypothesis: If we show customer logos in grayscale on our demo request page, then more visitors will submit the form because the logos stop competing with it for attention.
- Primary metric: Demo request form submissions
- Guardrail: Lead quality (sales-qualified rate)
- Guardrail: Clicks on the logo bar
- Guardrail: Form abandonment rate
- Who should test it: B2B SaaS companies with a demo or contact page that shows customer logos near the form. If your logos are already muted or far from the form, expect a smaller effect.

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Credit: WorkZone ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/workzone-demo-page-grayscale-logos/).
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.