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# Case study: Shifting the focus from demos to signups increased conversion rate by 52%
- URL: https://blog.conversionlab.no/case-study-shifting-the-focus-from-demos-to-signups-increased-conversion-rate-by-52/
- Published: 2025-05-13T08:10:44.000Z
- Updated: 2026-02-03T08:12:58.000Z
- Description: We challenged the standard "Book a Demo" flow and tested a direct signup option instead. The result? A 52% uplift in conversions. Here is the full case study.
- Author: Finge Holden
- Tags: casestudy

At ConversionLab, we help companies improve performance through strategic experimentation. One of our clients, [Heatseeker](https://www.heatseeker.ai/?ref=blog.conversionlab.no), 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

![](https://storage.ghost.io/c/7f/16/7f165d07-630a-45c5-be90-1a390b656d8e/content/images/2025/05/champ-1-1.jpg)

![](https://storage.ghost.io/c/7f/16/7f165d07-630a-45c5-be90-1a390b656d8e/content/images/2025/05/challenger-1-1.jpeg)

#### 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)

💡

****Key insight**  
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.

👉 [**Request a free landing page audit**](https://conversionlab.no/free-audit/?ref=blog.conversionlab.no)