Tactic #5: Increase demo conversions with microcopy above CTAs

Tactic #5: Increase demo conversions with microcopy above CTAs

Fast marketing tactic successfully tested by Sourabh Yadav:

The company: Marketing agency working with a SaaS loyalty platform.
The goal: Increase demo bookings from a landing page.
The tactic: Add microcopy above the CTA button targeting customers' pain points.
The result: 87% increase in demo booking conversion rate.

The goal: Increase demo bookings

Qoulomb, a branding and content marketing agency, was helping their B2B SaaS client to increase conversions for a landing page used in their Google Ads campaigns.

The Fast Marketing tactic: Add microcopy above the CTA button

The team first analyzed heat maps of their client’s landing pages using Hotjar. They saw that visitors hovered over the “Book a demo” form, but did not fill it in many cases.

To encourage users to convert, Qoulomb added microcopy above their CTA buttons. The copy referred to their audience's pain points (speed of software and customizability) to increase trust.

Qoulomb added “100% Customizable. Blazing Fast Software” above their “Book a Personalized Demo!” button.

The result: 87% increase in demo booking conversion rate

Qoulomb implemented this tactic in March 2023. In three weeks, they achieved an 87% increase in the conversion rate for demo bookings, going from 4% to 7.5%.

The team didn't see any decrease in lead quality after the changes to the CTA.

Why does it work?

Adding text that targets the right pain point(s) above the CTA button helps portray the company as the solution, and gives users that final push to book a meeting.

Meet the specialist behind this tactic

Sourabh Yadav is a marketing specialist at Qoulomb with 5+ years of experience. He has created content strategies for B2B and SaaS brands with ARR ranging from $1M to $800M.

Follow Sourabh on LinkedIn for more insights.

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