blog post | marketing

B2B SaaS demo page – Top 10 things to A/B test

Jarret Fleagle Team Photo
Jarrett FleagleDirector of Business Development

Your B2B SaaS demo page functions as a powerhouse for driving customer conversions. It’s where your  value proposition gets translated into tangible experiences, and it requires continuous optimization.  A/B testing is a great way to refine this crucial touchpoint enhance your prospects’ journey and ultimately improve your SaaS demo conversion rate.

Why Focus on A/B Testing Your SaaS Demo Page

Potential customers land on your demo page with high interest. Ensuring the page is finely tuned to convert this interest into action is paramount. Every aspect, from the content to the design, significantly influences the visitor’s decision-making process. Achieving a high-performing demo landing page necessitates a deep understanding of these components and a commitment to optimizing them.

10 SaaS Demo Best Practices

A/B testing serves as an invaluable tool in the pursuit of refining your SaaS demo page. It’s not just about changing elements and observing; it’s about learning what resonates best with your audience, and using that data to iterate for constant improvement. Below are ten B2B SaaS demo tips you can use to start improving your conversion rate today.

CTA Positioning

In the world of digital marketing, where you place your Call-To-Action can have a remarkable impact on your conversion rates. Experiment with various placements – top of the page, bottom, center, or even as a floating button. Each position will interact differently with your audience’s browsing habits, and A/B testing will help you identify what garners the highest response.

CTA Text

Your CTA isn’t just a button; it’s a powerful statement that motivates your visitors to take action. Crafting a compelling CTA requires creativity and understanding of your audience’s motivations. Experiment with different action words, tweak the value proposition, and try various tones to discover what ignites the desired response.

Tip: If you’re using the word “Submit” for a demo CTA button you’re wasting valuable real estate. Try testing “See Us in Action” instead.

Sign-up Forms

Sign-up forms are a crucial part of the user journey. Overcomplicated forms can deter potential leads, while oversimplified ones may not capture the essential details. Striking a balance is key. Split-test various combinations of form fields to optimize both user convenience and the quality of your leads.

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Messaging and Content

The power of your messaging lies in its ability to resonate with your audience. Test different aspects of your demo page content – the wording, the tone, the amount of technical detail – to identify what strikes a chord with your visitors. Remember, what works for one segment of your audience may not work for another, so segmenting your audience for these tests could yield more nuanced insights.

Design and Layout

Visual appeal and ease of navigation significantly impact user behavior. A well-designed page can guide the visitor’s journey towards the desired action. Experiment with different visual hierarchies, use of white space, font choices, and color schemes. Testing these elements will help you create a more engaging and intuitive user experience.

Tip: For B2B SaaS in particular, adding pictures, gifs, or videos of your product is an easy way to improve conversion rates.

Customer Testimonials

Nothing sells a product better than satisfied customers. Positive testimonials can offer credibility and reassurance to your prospects. Test the location, format, and number of testimonials on your page. Do short, snappy reviews work better, or does your audience prefer detailed success stories? A/B testing will reveal what kind of social proof resonates best with your audience.

Personalization Elements

In today’s digital landscape, personalization is key to standing out from the crowd. Experiment with varying degrees of personalization, from simply including the visitor’s name to offering personalized product recommendations. Testing these elements can help you identify how to create a more personalized and immersive experience for your visitors.

Tip: If you’re just getting started with personalization, create yourself a prioritization matrix to help you determine the most impactful personalization tests and plan accordingly.

Demo Length

The length of your demo can significantly influence user engagement. It’s a delicate balance between providing all the necessary information and not overloading the user. Test short vs. long demos, segmented vs. continuous presentations, and see how your audience responds. Identifying the sweet spot for your demo length will optimize user engagement and enhance conversion rates.

Demo Format

The format of your demo could potentially affect how your product is perceived. Does your audience prefer an interactive hands-on experience, or do they favor a more structured, pre-recorded demonstration? Conduct A/B testing to identify which format drives higher engagement and conversions, and then tailor your demos accordingly.


Not convinced? See how revamping the demo experience with an interactive product quiz increased one SaaS company’s demo sign-ups by 50%.


Follow-Up Sequence

The user journey doesn’t end with the demo. Post-demo communication can significantly influence a prospect’s decision. Test different follow-up sequences, such as the timing, the tone, and the content of your emails. A well-optimized follow-up sequence can increase engagement, bolster customer relationships, and ultimately drive conversions.

How to Measure Your A/B Testing Success

Defining the right KPIs for your SaaS demo optimization is vital for measuring the success of your A/B tests. Pay close attention to both your success indicators and potential red flags in your A/B testing data to ensure your tests contribute to a rise in your SaaS demo conversion rate.

From A/B Testing to Conversion Rate Triumph

The pursuit of a higher conversion rate is continuous, with each A/B test being a stepping stone towards that goal. Take the insights, apply them, learn, and optimize. Continually evolving your SaaS demo experience is an ongoing commitment that yields lasting results.

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