Brand: Quiq

Role: Head of Content

This project was significantly complex to strategize and execute with the resources I had at my disposal—and its impact has been excitingly consequential—so it deserves its own mini case study (replete with a title).

The anatomy of demo'ing a demo.

The problem: Why I uprooted to up-level Quiq's demo experience.

Quiq's demo page, while converting at an okay rate of 19.62%, was a poor experience. Prospects had to submit their email address without knowing what they were agreeing to and had to submit that same email 3 times if they wanted a free trial.

Unfortunately, once we peeled this legacy experience back, we discovered that none of the form submissions for free trials were being captured, and essentially those email addresses were not even being followed up on. We also discovered the email addresses were being double-counted as leads, inflating the conversion rate.

At the heart of my decision to change all this was my belief that a real lead is more than an email address. The rest of leadership agreed that fewer, higher-quality prospects with clear intent mattered more than email addresses.

Goals and curiosities: If we (re)build it, will they come?

The demo request page is an important, if not the most important, page on a B2B website. When I learned we were just collecting email addresses, I got nervous. We all give our email addresses out now for very little; it's not a high-intent action. Asking for a demo is. The experience should reflect and honor the desire to commit time with us 1:1.

I carved out learnings and goals because I wanted to get this right. I also wanted:

1. To achieve a conversion rate of 40%, or double our previous one.
2. To improve potential customers’ experiences.
3. Answers to these questions:

How setting up expectations impacts conversion
How traffic responds to the change in language and tonality
How replacing, or adding, logos with reviews impacts conversion
Are the initial conversations more informed and likely to become a lead after going through the new experience?

Process and results.

The operational issues we encountered needed to be solved. Removing 3 separate choices post email submission helped, but we essentially needed to start from scratch.

Fortunately, we had an amazing new Head of Marketing Ops whom I worked with on this, so we could offer leads a white glove experience.

On the content side, I did a lot of research on the best-performing demo pages out there. Then, I made sure we could deliver on our promises and accurately set expectations before writing the copy.

Lastly, I gathered our Head of Design and contract developer to visually design the page, build it, and insert hand-picked reviews to lend social proof.

For privacy reasons and out of an abundance of caution and respect, I won't reveal the new conversion rate publically here. But I'll say we exceeded my goals significantly—and I got very insightful answers to my questions.