Another month, another round of tests. We're constantly in search of ways to optimize the marketing we do to make sure every activity is worth the investment in time and resources.

This month we're back for part two of our demo request button copy test. 

Demo Request Button Copy

What we did: Since demo requests traditionally convert well for us, we're always looking for additional ways to drive more demo requests from inbound website traffic. One of the simplest ways to do so is through testing the copy on the Demo Request button that appears on multiple pages of our website. 

ORIGINAL: Get Started

VARIATION 1: Get a Demo

VARIATION 2: See It In Action

Why we did it: You may recall six months ago we changed our demo request button from "Request a Demo" to "Get Started" because—you guessed it—we tested it and saw that "Get Started" converted better. Now, we're testing again to see if we can continually improve our conversion rate. While "Get Started" produced a higher number of click-throughs, we wondered if the language felt a little too much like you'd be getting a free trial rather than a demo.

Results: "See It In Action" saw a 36.5% improvement in clicks over the original. And "Get a Demo" saw a decrease in number of clicks (-6.61%). However, if you consider the number of form submissions post-click "Get a Demo" received slightly higher results over "See It In Action" (21.94% vs. 17.29%) although both were a marked improvement over the original "Get Started." 

Learnings: Always be testing. When it comes to demo CTA button copy, you want to do all that you can to get those conversions—both click-throughs so you can re-market, and form submissions so, well, you can send them to sales. We could have easily given up after we changed our button copy to "Get Started" but because we kept testing we were able to increase our demo submissions by nearly 22%. I wonder what we'll try next?