State of the Interactive Product Demo 2025

Our Demo Arena has generated 1M in new Pipeline, $100K of that is closed-won. Demo-to-opp conversion is 3x more than isolated product pages on the website.

- Eric Holland, Product Marketing Consultant at Klue

Using HockeyStack, we have found that prospects who view the demo are 6x more likely to convert. This has been a significant uplift for us, and has led to the development of our demo library! (Coming soon)

- Anisha Patel, Product Marketer at InDebted

We are tracking direct demo request links from the tour and have seen a 121% increase MoM for users who are continuing on in sales cycle.

- Dennis Shirshikov, Head of Growth at Summer

We doubled our website high intent leads, just from the home page, almost immediately after we added an interactive tour secondary CTA on our hero section. We are talking about 100+ leads per month from the tour alone.

- Loic Jeanjean, Marketing Partner at Jet HR

Navattic demos have been a game changer for us. We are able to use them to support multiple learning purposes such as short training how to’s in our courses and as product demos for prospects on our website.

We also are starting to use them in product for trial customers to see the value of our features.

- Ella Rigoulot, Director of Education at JumpCloud

They are used for customized live sales presentations, tours of products to send in request for proposals, leave behinds post finalists, how-to guides, "microdemos" of specific claim & leave scenarios, wireframes/prototypes, and a microsite for a new client.

- Ryan Serpa, CX Specialist at Lincoln Financial

I've personally created and maintained nearly 80 demos that are used for a variety of purposes:

• Product/app training: We maintain an online company "university" to train partners and internal employees on how to use, sell, and support our products.
• Sales tools: Demos designed to be delivered live by a salesperson or taken on their own by a potential customer.
• Partner recruitment: I've created specific demos for our channel development teams to send out to potential partners during the recruitment conversations.
• In-app product tours and videos: I've made Navattic tours that I've screen recorded with added voiceover to be used in various ways.
• Internal platform or process training.

- Sr Instructional Designer at Intermedia Cloud Communications

Commonalities for opening or intro step text:

1. Greets or welcomes users (ex: "Welcome to the product tour")
2. Direct addresses the user (ex: "Let’s begin with a simple overview")
3. Asks questions (ex: "Where would you like to start?")
4. Includes instructional language (ex: "Follow these steps to get started")
5. Has a clear call to action (ex: "Click here to begin exploring")
6. Highlights a benefit (ex: "Explore how to improve your workflow")
7. Includes description to show brevity (ex: "Quick and easy to get started")
8. Uses positive and encouraging language (ex: "Congratulations on getting started")

Commonalities for closing or ending step text:

1. Thanks for taking the demo (ex: "Thanks for joining us on this journey")
2. Celebrates what the visitor has learned (ex: "Now you know how to navigate efficiently")
3. Includes a clear call-to-action (ex: "Book a Demo")
4. Directs to another way to learn more (ex: "Learn more about our advanced features")

The product tour is a key CTA on our homepage and has increased our average daily conversions slightly since implementation.

It has also accounted for 17% of our website conversions so far this quarter. It is proving effective as a lead magnet.

- Digital Marketing Manager at Caddi

We have an embedded, ungated tour just underneath the fold. When we release a new feature, we create demos and post them to our community so customers know where to look for what's new.

Our sales team links to our product tour after every discovery call so the prospect can distribute to the rest of their team.

Our product tour demo is responsible for 12% of our 2024 inbound leads.

- Pat Donaghy, Creative Director at Cavelo

I use interactive demos primarily for ads. I have a specific LinkedIn ads flow where I retarget website visits with an offer to (1) try a product tour and (2) book a demo.

Pages with product tours convert about 25-35% higher on this flow. This means I'm getting cheaper CAC and more excited customers.

- Stan Rymkiewicz, Head of Growth at Default

From our total pipeline YTD, our guided tour contributed approximately 9.43%. Our guided tour has become one of our top 5 conversion points for generating new pipeline, outperforming other tools such as reports or chatbot.

The efficiency of this tool is among the highest of all our marketing tools, with an efficiency rate (Net Revenue Growth ÷ Pipeline) of 14%, ranking just below Request a Demo as the top performer (15%).

- Javier del Pino Silva, Growth Marketing Specialist at RatedPower

Our Demo Arena has generated 1M in new Pipeline, $100K of that is closed-won. Demo-to-opp conversion is 3x more than isolated product pages on the website.

Eric Holland, Product Marketing Consultant at Klue

Using HockeyStack, we have found that prospects who view the demo are 6x more likely to convert. This has been a significant uplift for us, and has led to the development of our demo library! (Coming soon)

- Anisha Patel, Product Marketer at InDebted

We have links to demos based on the role of the user, demos based on the goals of the user, and then a holistic product demo on the home page, above the fold.

We also link to personalized demos, using company name and assumed goals by industry type, within the context of hyper-personalized email campaigns.

I'd say they've roughly 2x'd our marketing lead volume.

- Content Marketer at Tesorio

We have the interactive demos embedded on multiple pages on our website.

We have increased demo request conversions from 4.5% to 7.3% since we have the Navattic demos embedded on our website.

- Solutions Manager at a 23-person climate tech company

We have a branched demo on the website that highlights user journey for three different users.

44.7% CTR for the demo over the last 6 months, and sales have felt that leads coming in have been much better qualified.

- Mia Campbell, Product Marketing Manager at SwipedOn

We frequently need to do demos on use cases, some common and some very specific.

20-25% increase in qualified leads directly attributed to users engaging with our interactive demos compared to those who only consume static content.

15% rise in conversion rates from demo engagement to contact requests.

- Customer Architect at 4,000-employee Data and Observability company

For Sales, we use the demos as a cold outreach engagement tool that is a lower ask than booking a demo. Not enough data to measure performance, but the team likes it as a trackable alternative to a high-ask calendly link.

By attaching the demos to our CRM, we can see which leads are interacting with the demos and increase their lead score which can help them convert from a Lead to an MQL.

So far, we have see 20% more MQL conversions than without the product demos.

- Kevin Corelli, Director of Marketing at megadata

We also made two dedicated interactive demo pages where they can be used full-screen. We send these full-screen links in our outreach, when we're in touch with prospects and to current customers and prospects when releasing new features.

We see that the demos help in transparency, leading to more qualified leads.

- Solutions Manager at a 23-person climate tech company

We built this end-to-end demo in Navattic that was a mix of our staging environment and select Figmas (for dev time coordination) for our release.

We used this to:

1. Follow-up with prospects after live demo of production as a 'sandbox' for them to play around with and to keep the convo going

2. All over our landing pages as ways for website visitors to engage

3. Part of our BDR/SDR outreach to improve click thru rates

4. Part of our customer newsletter and launch collateral

Overall, we saw really great >60% completion rates at one point and we attribute it to helping generate >$3M in new business pipeline.

We were able to attribute 22 S0s either directly or indirectly influenced by our Navattic demo, which accounted for roughly 33% of total pipeline.

- Joseph Chang, Product Lead at Searchlight (acq. Multiverse)

As sales, I use them for outreach and follow-ups.

For outreach, I'll create a short interactive demonstration. For follow-up, I'll create a personalized interactive tour tailored to their needs where I can showcase the value they'll see in our product.

As of what we've seen so far using Navattic, we've been able to convert 20% more sales with prospects compared to the ones we don't send an interactive demo.

So ever since we've been using Navattic we've been able to convert every 1 out of 10 leads that go through a full sales cycle.

- Account Executive at 45-person travel tech company

We use Navattic to not only provide a clickable demo of our core product, but we also are actively using it to showcase use cases for integration as well as a new feature upgrade.

We are tracking all the activity in Hubspot and are leveraging the ABM capabilities to drive engagement with our visitors.

We have accelerated our sales cycle from 30+ days down to 24. This means that prospects that engage in the first week of the month, can now be won in the same month.

- Derek Breau, VP of Sales at CaseStatus

Typically once a prospect is engaged we present a live demo of the product. If they are looking to start a trial, get hands on experience with the platform, or are curious about specific features, we will send them an interactive demo or video as a follow up to avoid lengthening the sales process.

We will also send interactive demos to existing customers if there are new features we want to share - following up with another call to discuss use cases or present a more in-depth live demo.

Typically if an interactive demo is presented we can avoid multiple live demos and in some rare cases we can avoid a live demo altogether. This shortens the sales cycle on average by 7 days (typically takes another week if another demo is scheduled, follow up questions are asked etc.)

Number of demos shortened by at least 1 on average.

- Solutions Consultant at 2,322-employee developer tech company

Navattic demos have been a game changer for us. We are able to use them to support multiple learning purposes such as short training how to’s in our courses and as product demos for prospects on our website.

We also are starting to use them in product for trial customers to see the value of our features.

- Ella Rigoulot, Director of Education at JumpCloud

Interactive demos simplify education and training, guide smooth onboarding, and showcase tailored features for prospects.

They also empower users to troubleshoot independently, reducing support needs, and highlight new features effectively, ensuring seamless adoption. These demos enhance engagement, satisfaction, and retention.

Interactive demos boosted website performance with a 25% higher conversion rate, 35% increase in time on page, and a 20% reduction in support queries, driving engagement and results effectively.

- Furqaan Shaikh, Project Manager at Spiralyze

We make our interactive demos to demonstrate new features to customers.

This is most handy when linking to something like user pilot so that we can send out notifications to users when they login or access a portion of our UI.

Our primary push has been for customer conversion to our Premium offerings. The rate of conversion has doubled (2x) in recent months.

- Product Manager at 73-person edtech company

My company uses interactive demos to showcase the product to our clients, and make them have a better understanding of all the features available and how to use them.

Since we've implemented demos into our business, even with the demo not finished, we've seen a 12% increase in our product activation rate, with clients determined to explore our product and give it a chance, because they understand and have seen by themselves how it works.

- Employee at Adomiser

With cross-team efforts, we've integrated product tours across in-product experiences, PLG web pages, marketing, and sales enablement, driving trial activations and enhancing customer understanding of feature capabilities.

Our recent tour has contributed to +42% trial activations and +275 trial requests.

- eLearning Designer at a 1,370-employee cybersecurity company

Interactive demo usage and use cases have grown.

29.2% more B2B websites use a "Take a Tour" CTA on their website in 2024 vs 2023. On average, customers use demos for 5 use cases.

Product experts at complex SaaS companies are main demo builders.

The most common users of interactive demos are product marketers, solution engineers, and product at sales-led 51 - 1000 employee companies with multiple complex products like Fintech, Martech, and CyberSecurity.

CTR and engagement rate for demos increased this year.

The Top 1% of interactive demos saw a 68.7% increase in Click Through Rate (CTR) and a 37.7% increase in Engagement Rate.

Successful demos are ungated, short, and value-focused.

Similar to last year top-performing demos were shorter (in word text and step count) and ungated. They use clear, engaging, and encouraging language.

HTML/CSS-based web captures on desktop devices perform best.

~90% of top-performing demos use interactive web captures to show a desktop application and are viewed on a desktop. Desktop demos have a 52% higher CTR than mobile demos.

Marketers use demos as a website CTA, embedded on a landing page, or in a demo center to increase lead volume.

Demos are most often linked above the fold as a "Take a tour" CTA. The most frequent page it links out to is a demo center with multiple demos.

Sales use demos as enablement either live or via outreach to increase the number of qualified leads.

Demos are most often used within the sales cycle to show new features or loop in more stakeholders without the need for multiple live demos.

Product uses demos in the app or product to improve the number of free trial leads that convert.

Demos are most often linked to within the product during product onboarding to improve product education, activation, and conversion.