Interactive Demos: Boosting Conversion with Instant Product Experiences

Victoria Rudi
June 7, 2022
⌚ 6 min read

→ Your growth practice

Design interactive demos and allow website visitors to get a taste of your product by accessing a data pre-filled environment that looks and feels like your software. Offer people a tangible product overview they can easily access without the friction of a typical sales-led demo process.

→ Why it matters

  • Make it easier for users to understand the value of your product right off the bat.

→ Definitions

📓 Product-led growth: A business strategy using the product as the primary medium for user acquisition, conversion, and retention. A PLG company allows its users to educate themselves about the product without the guidance of a salesperson.

📓 Interactive demos: A pre-designed, preset, or pre-filled environment that looks and feels like an actual SaaS platform. The environment allows website visitors to:

  • Get a feel of the product
  • Visualize its workflows
  • Understand its main features
  • Achieve the “aha” moment in terms of product value

These interactive demos are no-code, requiring no involvement from the engineering team for setting them up.

► Quick note: The terms “interactive demos” and “product tours” can be used interchangeably.

→ Quick explanation

💥 Problem(s)

❌ Sales-led companies rely on demo calls.

According to the 2022 State of the Product Demo by Navattic, it takes 3+ days between a demo request and the actual demo. 🤯

That’s way too much.

Your B2B customers have B2C experiences with other companies, and they expect the same speed/agility when wanting to try your product.

❌ PLG companies offer free trials/plans, allowing people to test the product immediately. However, you may encounter challenges such as:

  • Without pre-filled data, users can’t understand your software’s value.
  • Users may postpone filling your platform with data, then forget about it altogether.
  • People may feel indecisive about trusting your platform with sensitive company information. This happens especially when it comes to HR, accounting, or finance software.
  • In some cases, users may not have the data at hand. Think about event tech software offering a free trial. People can access the product, but to get a feel or launch a new event inside the platform, they need to introduce data regarding the event. Otherwise, there won’t be anything to test.

💡 Solution

Interactive demos provide a pre-filled data environment, enabling people to engage with the product immediately.

They are perfect when the product is hard to visualize without pre-filled data. They offer people the opportunity to poke around without having to add anything. Moreover, you can adjust your interactive demos depending on the use case.

👉 For sales-led companies: Interactive demos (or pre-filled product tours) are great for getting people acquainted with your product on the spot while waiting for the demo call with your sales rep.

👉 For PLG companies: Interactive demos allow users to test your software without having to add any data.

Here’s what an interactive demo looks like:

Navattic Screenshot

► Quick note: You don’t have to ditch demo calls when providing interactive demos. You can have them both and let people choose how they want to experience your product.

→ Quick facts

✅ According to the 2022 State of the Product Demo by Navattic:

  • 3+ days is the estimated lag time between a demo request and an actual demo.
  • 20% of users prefer to engage through a free trial.
  • 20% of users engage through an interactive product demo.

→ Types of interactive demos

  • Ungated: Some SaaS companies allow people to access their interactive demos without filling in any form.
  • Gated: Interactive demos can help you generate leads if you’re asking for their data as a prerequisite to access the interactive demo.

→ Your growth opportunities

By offering interactive demos to your website visitors and prospects, you’ll access growth opportunities, such as:

  • Provide a short and frictionless experience that takes a user from the “Discovery” to the “Aha” moment.
  • If you have an intricate product, interactive demos will allow you to showcase your product efficiently.
  • (For gated interactive demos) Create interactive demos around different case studies, generating and classifying leads depending on their use case.
  • Ensure your sales team spends more time with high-value accounts while reducing the costs per acquisition (via interactive demos) when attracting lower annual-contract-value clients.
  • Start onboarding your users long before they’ve interacted or made contact with your company representatives.

→ Case examples

>> Ramp, a finance automation platform

Being a finance automation platform, the Ramp team understands why their leads may be reluctant to introduce their data only to test the product. So setting up an interactive demo was the perfect solution, allowing the company to showcase the value of its product without creating more friction for its leads.

To access Ramp’s interactive demo, people must add their work email address.

Ramp Screenshot

That’s an excellent gated example as it doesn’t require too much effort from the website visitors while allowing the Ramp team to:

  • Know how many people accessed the demo
  • Add qualified leads to the pipeline.
Ramp Screenshot

At the end of the tour, people are asked to try the real product. Also, they can access other demos focused on Ramp features, such as:

  • Bill pay
  • Issue card
  • Accounting
  • Approvals and control
  • Receipt collection
  • And more

>> Dooly, CRM admin work automation platform

Dooly published four interactive demos, showcasing major features such as:

  • Notes
  • Pipeline
  • Templates
  • Playbook

Website visitors can access these demos by clicking on the call to action button. No form filling is required.

Dooly Screenshot

>> Front, a customer communication platform

Building a new category is difficult, especially when trying to showcase the value of your product. To ensure that prospects won’t have trouble understanding what the product does, Front decided to offer a gated product tour.  

To access the interactive demo, people have to pre-fill a long access form, including fields such as the work email, the company size, the phone number, and more.

Front Screenshot

>> Citrix, an all-in-one workspace solution

No form filling is required to access Citrix’s interactive demo. The click-through demo includes platform elements such as:

  • Dashboard
  • User Experience Deep Dive
  • Building a Query
  • Infrastructure Dashboard
Citrix Screenshot

People can choose which part of the product they want to experience. Like in most cases, Citrix’s interactive demo is accompanied by brief feature explanations.

>> Egnyte, a data governance platform

Egnyte provides multiple features and sells security solutions to different buyer personas.

Egnyte Screenshot

No wonder why the company offers 16 ungated product tours, allowing people to choose which part of the product they want to experience. This way, Egnyte can showcase all of its use cases, connecting with different types of prospects.

Egnyte Screenshot

>> PageUp, enterprise talent management platform

PageUp offers several interactive demos. To access them, people have to fill in a long registration form adding information such as the company’s name, the number of global employees, and more.

PageUp Screenshot

The PageUp team uses interactive demos for demand generation and nurturing campaigns for outbound marketing sequences.

PageUp Screenshot

Other interactive demo examples:

👉 Athennian Product Tour

👉 HelpScout Product Tour

👉 Fivetran Guided Demo

👉 ShiftLeft Demo Tour

→ What to consider?


  • Why do I want to create an interactive demo? Do I want to showcase my product? Do I want to add more leads to my pipeline? Or both?
  • Will I build one or several interactive tours? The answer to this question depends on the complexity of your product. If your software offers several solutions or use cases, you may want to create multiple demos.


  • Interactive demos work for both PLG and sales-led companies. If you’re running a sales-led company, you can offer product tours and one-on-one calls with sales reps.
  • Your SaaS product has to be intricate enough. There’s no need for an interactive demo for products such as Calendly.

→ Your action framework

Recommendations from Navattic, an interactive demo platform:

📒 Decide whether to gate or ungate your interactive demo.

📒 If you choose to gate your demo, create a user-friendly form. Although you want to qualify your leads and get as much information as possible, making people’s product experience as frictionless as possible. Stay away from long forms and include only the necessary fields.

📒 When creating an interactive demo, make sure to showcase your product functionality in 5 to 15 steps. Keep it short, making sure people won’t get bored, and walk through the entire tour.

📒 Focus on value when designing your demo. Ask yourself when (which steps) you’ll incorporate the “aha” moments unique to your product.

📒 Remove unnecessary transition steps. To get from point A to point C inside your platform, people have to access point B. If point B doesn’t carry any value, you can easily skip it when designing the interactive demo and take people directly to point C.

📒 At the end of your demo, add a CTA that encourages people to try the actual product. This CTA can be anything from trying the free trial to booking a call with a sales rep. It all depends on your type of company (PLG or sales-led).

📒 In case you’ve built several product tours, you can add a second CTA, giving people the option to continue the tour.  

📒 Explain your features by adding brief explanations and tips.

📒 Use checklists to allow people to jump from different features without leaving the page.