Benchmarks for interactive demos (What to expect 7, 30, and 90 days after launch)

In this year’s State of the Interactive Product Demo report, we shared benchmarks for the top 1% of interactive demos — most of which had been live for about a year.

But how do you measure the success of your demo if you just launched it?

To give you a sense of whether you’re on the right track, we’re sharing 7, 30, and 90-day benchmarks and recommendations for adjusting your demo to hit them.

To calculate more granular benchmarks, we examined the top interactive demo examples from our customer showcase.

Engaged visitors

The number of unique visitors who advance one or more steps in your demo.

• 1 week after go live: 100 - 150 visitors
• 1 month after go live: 300 - 500 visitors
• 1 quarter after go live: 700 - 1000 visitors

CTR, Engagement Rate, and Completion Rate remained similar across the three time periods

Click-Through Rate: 20 - 30%

The percent of engaged visitors who click a CTA during your demo.

Engagement Rate: 35 - 45%

The total number of sessions with a completed step 1 / the total number of sessions.

Completion Rate: 40 - 50%

The total number of completed demo sessions / the total number of started demo sessions.

Data notes:

• To reduce internal testers we established “Go Live” as the date a demo had 50 unique visitors
• Average viewers depend entirely on use case and audience. These numbers were for standard website use cases or feature pages.

Interactive demo benchmarks after 1 week

You should expect to see between 100 to 150 engaged visitors one-week post-interactive demo launch.

Note: Keep in mind that you may have a lot of internal testing during the first week of your launch, which can inflate your visitor numbers and deflate your CTR.

During your testing, use the preview link to avoid changing your metrics.

If you’re above these metrics:

Try sharing your demo to other marketing channels. Quick wins could be:

• Link to it in your LinkedIn job description
• Put it in your email signature
• Show it during a webinar
• Embed it in a blog post
• Use it as a chatbot response
• Make it a Google Ads Sitelink

You can also make it easy for your team to prioritize and follow up with leads by setting up custom Playbooks — integrations based on preconfigured Audiences.

If you’re below these metrics:

Re-evaluate the medium and placement of these demos.

Medium: Maybe you’ll get more traffic if you add your demo to your ads. Or maybe you just need to move your demo higher up on a landing page.

Placement: Our research shows that demos above the fold have 3.5 times the engagement rate of those below the fold.

Interactive demo benchmarks after 30 days

30 days after launch, you should expect 300 to 500 visitors.

If you’re above these metrics:

Now that you’ve validated that your demo is successful, expand to other interactive demo use cases:

• Embed demos on your website or product-specific landing pages
• Send demos as sales leave-behinds
• Include demos in your help documentation or customer training
• Add demos to your in-app onboarding
• Use demos in feature launch announcements (newsletters, LinkedIn posts, emails, release notes, academies, Product Hunt pages, etc.)

If you’re below these metrics:

At this point, your CTR should be pretty accurate. If it’s below 20 - 30%, check your Navattic Analytics for obvious drop-offs.

Test for friction points: Go through the demo yourself to figure out what’s happening at those points. Maybe the “Next” button is cut off, or it’s not obvious how to progress in the demo. Make sure to test on multiple computer widths as well.

Remove unnecessary steps: Depending on where drop-offs are, you might want to reorder your content or even remove “how to”-focused steps altogether. Doing so will capture your demo viewers’ attention and get them to “wow” moments faster.

Reorder CTAs: Consider moving up your CTAs in your demo so they get seen sooner. Or, you could add more CTAs throughout the demo to encourage clicks.

Interactive demo benchmarks after 90 days

90 days in, you should expect to see between 700 and 1,000 visitors engaging with your demo.

If you’re above these metrics:

Build a demo center so you can show demos for multiple personas or uses cases.

By adding a demo center to your website customers and prospects will be able to learn about new features or focus on the use case most relevant to them.

If you’re below these metrics:

Evaluate aha moments: Evaluate the features you show off in your demo. Are there other aha moments you could add or swap out to keep the demo more up-to-date?

Review demo copy: What’s the story you’re telling with your demo?

Generally, the copy that tends to convert addresses users directly and offers guidance — without being too long or hard to read.

Here are some other copy patterns we see in the best demos:

For inspiration, check out a few of our favorite narrative-focused demos, including:

• Lyra Health
• Soda.io
• Dooly

Meet with our team: If you’re still stuck, meet with your CSM or book a demo review call with our team so we can give you some pointers. Reach out to support@navattic.com to schedule a demo review.

For more interactive demo tips, check out our customer interview series, where we interview real marketers from brands like Klue, Fivetran, and Dropbox.