SaaS – Construction

Improving Demo Page's CRO

Redesigned their UK demo request page, lifting inbound pipeline and demo form fill rate, and reducing bounce rate.

Industry: Construction SaaS
Timeline: 8-week A/B test to lift demo form fill rate from 45.7% to 52% and grow the inbound pipeline it generated from ~$3M to ~$3.6M
Objectives: Increasing demo form fills & reducing bounce rate
Strategy: CRO-led demo page redesign

The Challenge

The existing UK demo page failed to engage prospects or motivate them to start the demo form, limiting its ability to drive conversions.

Engagement length: Single A/B test cycle

✓
Demo form fill rate rose from 45.7% to 52% over the 8-week A/B test, with the new demo page outperforming the existing one.
✓
Inbound pipeline generated by the demo page grew from ~$3M to ~$3.6M (+20%) over the same 8 weeks.
✓
Bounce rate dropped from 43.4% to 34.9%, with more visitors staying on the page to engage with the demo content.
Before: a generic "Request a product demo" page with a product image and little reason to start the form.
After: a benefit-led headline and a clear list of what prospects will learn in the demo, placed next to the form.

✓
Benchmarked against multiple B2B SaaS demo flows and established CRO case studies
✓
Added a "What they expect from the demo" section to set clear expectations upfront
✓
Simplified the page layout around a more relevant, engaging demo experience