Case study: Shifting the focus from demos to signups increased conversion rate by 52%
At ConversionLab, we help companies improve performance through strategic experimentation. One of our clients, Heatseeker, is a platform that enables companies to run live market experiments to validate value propositions quickly and with real-world data.
In this case, we worked with Heatseeker to test a fundamental shift in conversion strategy: replacing the demo-focused call-to-action with a direct signup option. The result? A 52% increase in click-through, with 99% statistical significance.
The existing challenge
The original landing page (Variant A) guided users toward booking a demo. While this approach worked earlier in their funnel, we suspected it was now creating unnecessary friction.
Many users were likely ready to start using the platform without the delay of a scheduled meeting. Requiring a demo could deter high-intent users who wanted immediate access to the product.
The hypothesis
If we replaced the demo gate with a direct signup option, we expected to:
- Reduce user friction
- Increase the number of conversions
- Maintain the option to access support when needed
Variant A (Control)
- Demo-first flow
- 485 users
- 43 conversions
- Click-through rate: 8.9%
Variant B (Challenger)
- Signup-first flow
- 475 users
- 64 conversions
- Click-through rate: 13.47%
📈 Result: 52% uplift in CVR
✅ Winning variant: B (with 99% statistical confidence)
By removing the requirement to book a demo, we unlocked access for a broader group of users who were ready to sign up. This test demonstrated that the more seamless the path to value, the more likely users are to convert.
What this means for your funnel
Every step in your user journey should be there for a reason. If you're asking users to book a meeting before they can try your product, ask yourself:
- Does this step reduce friction or add to it?
- Can users explore the product without hand-holding?
- Would a self-serve path convert better?
The only way to know is to test it.
Want to test your own conversion strategy?
At ConversionLab, we help SaaS companies run low-effort, high-impact experiments that produce real results. Let’s find your next opportunity to grow.
