I previously helped a B2B SaaS company actually get 426% more qualified demos booked on their calendar in just 30 days. This is what we did:
1. We started out by improving the messaging throughout the website. Even on the home page, in the header, there was a call to action to request a demo. It's simply too soon. No one who lands on the first visit is ready to request the demo, so we included on-demand video demos and used calls to action like "See it in action", "See how it works", or added interactive demos. The goal was to keep moving people through the funnel on the pages, so they started on the home page, then they click to a product page, then they see an interactive demo, then they see how it worked with other customers, then they see all of these other components, and from there they would eventually request the demo.
2. Of course, we optimized the demo request page, but the most important thing was that the form on the demo page had qualifying questions. A lot of times people want to reduce the number of fields, but if someone truly wants a demo, they're going to populate and give you the information. If you have those qualifying questions, such as , "how many employees” or whatever those questions are that lets you know if it's a good fit, then if they meet the criteria after submission, it would take them to a page to actually get on a rep's calendar. If they did not meet the criteria, that's when they would get the message that someone would follow up to discuss next steps.
3. We did make it where they had to book that demo within the next few days, so that they weren't booking for three weeks out, for instance.
Again, a 426% increase of qualified demos booked on the calendar in just 30 days. Previously people would fill out the request form and then ghost the reps when they were following up to get the demo booked.
