Have you ever been to a Chinese restaurant with a massive menu?
You're hungry and want something simple.
But with thousands of options, you end up frustrated and paralyzed by choice.
It’s the same with contact us or demo pages.
The top mistake companies make on their websites is giving their audience too many options.
This is painful and costly. Most companies invest a tonne of effort to get people to these pages, only to drop the ball at the finish line.
People also underestimate the impact this can have on the entire funnel.
If it costs $10,000 to get a customer, then doubling your demo page conversion could cut that to $5,000.
If you're in sales or marketing or even if you just have a website, these changes will help get your more conversations. They are straightforward and quick to implement.
I've created hundreds of demo pages and seen thousands more.
Here are four simple steps to double the conversion rate of that page.
1. Take them to a standalone page
Many websites use a two-step form: you enter your email first, then more details later.
That way, if you drop off after the first step, they still have your email and can market to you later.
While this approach can work, it becomes complicated in a short time.
A simpler strategy can be better — a clear CTA like “Get a demo" or “Request a free call."
Take them to a standalone demo page designed for action. Don’t overcomplicate it.
2. Remove everything but the essentials
Once they’re on the demo page, keep the message aligned with the context that brought them there.
If they clicked a Google ad to 10x their outbound emails, your landing page must reiterate that.
Nothing else. Keep the messaging consistent.
What about adding the header, footer, or reiterating some of the benefits of your product or service?
Do not do this.
Remove everything but the essentials, which are:
- A header to reiterate the message.
- Complete the form.
- Social proof to get them across the finish line.
The most powerful tool you can use here is social proof: logos, testimonials, and case studies.
Show them they're not alone. Thousands like them have made the same choice.
But remember - less is more. You don’t want to overwhelm them with information.
Stick to what’s relevant to get them to the next step.
3. Ask as little as possible
You'll need some information in the form. The fewer questions, the better.
In a B2B context, it includes only a name, email, phone number, and company information.
Every extra field you add will decrease your completion rates.
Most customer relationship management (CRMs) have automated lead enrichment tools so you don't need to ask for things like location, country, or company revenue.
Ensure your UTM parameters are correct to track the campaign, source, medium, term, and content.
4. Keep them moving down the funnel
Once they hit “submit,” don’t leave them hanging with a generic “thanks, we’ll be in touch.”
Take them to the next step like one of the following options:
- The ability to schedule a call without intermediaries.
- A new targeted offer (i.e., get started now).
- Case studies or blog resource content.
For discovery calls, letting them schedule a call directly on the thank-you page can take advantage of their warm interest.
Studies show that the sooner you share your calendar, the more likely people are to book your time.
If you're not ready for direct scheduling, offer something else of value. A case study, some content, a fast-action bonus etc.
The key thing is to keep them engaged and moving further down your funnel.
The Wrap
Improving your demo page conversions is some of the lowest hanging fruit many websites have.
Remember to keep it simple:
- Get them to a standalone page with a clear CTA.
- Remove everything but the essentials.
- Ask as little as possible.
- Keep them moving down the funnel.
Good luck.
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