Redesigning a demo-request flow that visitors abandoned.
Helpful Marketing builds SEO, lead generation, and web systems that turn visibility into calls, form submissions, and new customers.
Helpful Marketing delivered this result for a canary wharf b2b saas platform.
A fintech SaaS platform based in Canary Wharf had healthy traffic but a demo-request form that most visitors abandoned.
A conversion-focused redesign fixed the leak.
The challenge
Redesigning a demo-request flow that visitors abandoned
Analytics showed strong top-of-funnel traffic but a steep drop-off between the pricing page and the demo-request form.
The form asked for nine fields up front, including budget, before a prospect had spoken to anyone.
There was no social proof or case-study evidence anywhere near the point of conversion.
What we did
- Ran session recordings and heatmaps to pinpoint the exact abandonment step
- Cut the demo-request form to three fields, with qualifying questions moved to a follow-up call
- Added customer logos, a results stat bar and a short proof video next to the form
- A/B tested two landing page layouts before rolling out the winner sitewide
Results
- +77%demo requests
- -44%form abandonment rate
- +21%trial-to-paid conversion
“The form redesign alone paid for the whole engagement within the first month.”
Services used
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