9 Product Demo Examples that Stand Out & Convert

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A product demo is a critical tool in the sales process. It exists in the all-important consideration space between lead qualification and conversion, giving you the opportunity to show how your solution solves problems and makes prospects’ lives easier.

Done right, it’s a deal maker. Done badly, you risk losing sales.

In this article, you’ll learn what makes a compelling demo. We’ll look at the important principles and break down how successful companies use demos to engage prospects.

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What makes a compelling product demo?

A good product demonstration should do three things:

1. Introduce your product

2. Educate a prospect

3. Convince the prospect to act

All three of these things, however, can be boiled down to one: solving a problem.

If you can demonstrate how your product makes a user’s life easier, everything else will fall into place.

This goes for whatever type of demo you’re using: live demo, pre-recorded demo, or real-use demo. Although, the type will dictate how you go about it.

With a live demo, for example, you engage a prospective customer (or customers) in real-time. This gives you the advantage of answering specific questions while showing how your product answers them.

In a pre-recorded demo, the questions being answered will need to be determined beforehand. This isn’t a bad thing, as it means you’re able to focus on the overarching problems of your target market. You’re also able to set it and leave it, instead of needing a sales team to deliver real-time demos around prospects’ schedules.

With a real-use demo, a prospect can get hands-on with your product to see how it works for them. On the one hand, this means losing out on personal interactions and showing users exactly how things work. But, on the other hand, it gives them the chance to educate themselves in their own time.

The principles of a great product demo

Let’s look at some of the common traits of compelling product demos.

1. Pre-qualified leads

The best demos know they’re talking to the right audience. They achieve this by pre-qualifying leads.

Pre-qualifying a lead is important for any kind of demo. It helps establish:

  • If the prospect fits your ideal buyer profile
  • If your product can solve their problems
  • If it’s worth following up with the prospect

One simple way to qualify leads is in the sign-up process. Slite does this by asking questions related to the prospect’s company:

Slite demo form

This allows salespeople to tailor conversations and demos to their needs.

Ameyo takes a more subtle approach, adding “Business Email” to its sign-up form.

Screenshot of Ameyo's landing page

In his research of 78 SaaS demos, Jake Hatfield found this to be a common trait.

“Based on the data, the consensus is that name, phone, and email are required together—83% of forms required all three. A good note here is that most forms also had “Business email” or “Work email” as the placeholder for the input, seemingly to qualify more serious leads and reduce spam submissions.”

Prospects can also be qualified during an initial call or at the start of a demo by asking questions such as:

  • What problems do you hope our product can solve?
  • What are you looking for in a product?
  • What other products do you currently use?
  • How long have you been looking for a solution?

If you’re unable to ask these questions directly (e.g., you don’t have an opt-in), use them in the discovery stage to establish key areas to focus on in your demo.

2. A defined beginning, middle, and end

Like every good story, a product demo should take the prospect on a journey.

To adhere to the tried-and-trusted storytelling format, Adobe’s Alexandra Nation sticks to the following steps:

“1. Tell them what you’re going to tell them. Use this opportunity to direct the conversation. Tell them what you want to say and what they need to hear. This will make your audience comfortable since they’ll have clear expectations of where you’re headed.

2. Tell them. This is when you build your business case for why your solution meets their needs. Don’t just rattle off different features. Speak to how you can help—how can your product or service can help them overcome their challenges?

3. Tell them what you told them. Repeat your takeaways to drive the point home before you end your presentation.”

These steps can be used even if you’re not delivering demos in the spoken word.

Take Usetiful. Its demo tour takes prospects through the different solutions its product offers with pop-ups on the home page.

The pop-ups start with an intro.

Usetiful pop up page

Then cycle through different real-use benefits.

Usetiful product page

Before ending with a call-to-action.

Usetiful widget and call-to-action

We’ll look at how Slack has also done this with fewer words in its real-use demo later on in this article.

3. Always solutions over features

The best demos are all about selling the sizzle, not the steak. In other words, to repeat what we’ve said already: they focus on how the product works to solve a prospect’s problems.

If your product solves multiple problems, create multiple demos.

For example, Salesforce has separate demos for each tool in its Marketing Cloud. Each one is focused on how that specific feature can benefit the user.

Mobile Studio demo options landing page

We’ll look at two other examples of how companies use multiple demos soon.

To keep demos on task and centered on the prospect’s needs, follow Demodesk’s rule of three.

“For every pain point, use the rule of three. Focus on the three most essential features to demonstrate a solution to your prospect’s problem.”

4. Deliver a call-to-action

According to Gong, successful reps spend four minutes longer scheduling the next steps than their unsuccessful peers. Its research also shows that if you neglect to chat about what happens next, close rates can plummet by 71%.

Engaging a prospect in the next steps is easy if you have them live on a call, but what about pre-recorded and real-use demos?

In these cases, a call-to-action at the end, or on-screen during the demo, is essential to nudging prospects in the right direction.

At the end of his pre-recorded dashboard demo, Zane from Flywheel does this by prompting people to get in touch and try out the product.

“From the Flywheel dashboard, you can quickly find any site you’re looking for. Even across both plans and a single site. And of course, if you have any questions during any of this, our team of Happiness Engineers are always here to help.

Believe it or not, Flywheel is as simple as that. Try it out for yourself.”

Squarespace does it by leaving a “Start with this design” button in the top right corner of its template demos.

Squarespace CTA example

5. Preparation

A good demo can’t happen without preparation. As well as qualifying leads and having a planned structure, you should rehearse. Business author Geoffery James recommends doing this more than once.

“Demos are much more difficult than presentations–because, in a demo, you must simultaneously focus on the customer, the effect the demonstration is having on the customer, and the mechanics of the demonstration. So it’s utter madness to try to give a demonstration without rehearsing it at least three times.

You’d be amazed how many sales reps think they can wing it when it comes to demonstrations. The result is always a disaster.”

You should also test that everything works before going live. This includes your computer, mic, and camera. But also the product. The last thing you want is for a bug or kink to derail the entire thing.

What are good examples of great product demos?

With the key principles of what makes a good demo in mind, let’s look at brands that do them well. In some examples, we’ll look at the demo itself. In others, we’ll focus on how brands get people to sign up.

After all, without people tuning in, a demo stands little chance of selling your product.

1. Kajabi

From the moment you land on the homepage, you can see that Kajabi places huge importance on its demo, making it the primary visual above the fold, with two CTA buttons.

Kajabi landing page

Crucially, both of these sit next to the introductory headline and copy. This works to tell prospective customers about the product and what it can do for them, making them want to learn more.

Clicking on either button brings up a form. Kajabi’s demo is pre-recorded, so there’s no need to ask specific questions (à la Slite) to tailor demos. This allows them to keep the form simple.

Kajabi demo form

Clicking on the button takes you directly to the demo. It also sends it to your inbox.

This is useful for people who are unable (or don’t want) to watch the demo immediately. Having it there in their inbox means they can get to it in their own time.

It also gives Kajabi the chance to sell the product in more detail. They do this well, backing up features and benefits with social proof.

Kajabi social proof email

“Customer success is what it’s all about at Kajabi. Just ask the 40,000+ entrepreneurs who’ve used our platform to collectively generate over $2 billion in revenue.”

With this, Kajabi plants a seed that its platform is what the prospect needs. The demo then works as much to confirm this as it does to explain the product.

As for the demo video, it’s delivered by Kajabi’s VP of Engineering, Jeremy Saenz. This instantly helps build trust. It also puts users at ease. Jeremy is a guy who knows the product inside and out, but he’s not a salesman.

Kajabi video demo

His pitch is delivered as such, focusing on how Kajabi helps, with no hard-selling.

Finally, a small but beneficial addition to Kajabi’s demo video is that it remembers where you were up to. It clocks in at 30 minutes, which is on the long side for a demo. So, being able to pick up where you left off is a nice touch.

If you’re collecting email addresses, waste no time in putting them to good use. Explain the benefits of your product and increase demo engagement for your list subscribers.

2. Headspace

Animated videos work well to help you explain the benefits of your product quickly and concisely by using visuals to do a lot of the heavy lifting. Nowhere is this better demonstrated than Headspace’s product demo video.

Headspace product demo video

In under one and half minutes, the demo explains how Headspace can help you live a happy, healthier life. It also shows you how to sign up and get started with meditation.

The demo uses the same characters as the Headspace mobile app and website and is narrated by founder Andy who delivers its meditation classes. This keeps branding consistent, creating familiarity—which is important.

Why?

Because 82% of searchers choose a familiar brand for the first click.

By ensuring your brand continuity across platforms, someone who has experienced it in passing and now wants to learn more is more likely to watch your product demo over the competition. Meaning you’re one step closer to a new customer than they are.

3. Snowflake

Snowflake is a global data cloud platform offering numerous products to various industries and departments. For them, one demo isn’t going to cut it.

Global demand and different time zones also mean that one-on-one demos will be resource-heavy and tough to pull off logistically.

So what’s the solution?

Weekly demos.

Each week, Snowflake hosts a live demo on a different topic. These work on rotation, held at different times and in various locations so that prospects can register for a demo that suits them.

In this sense, they’re more like webinars than demos. But the content is very much geared towards solving problems.

On the live demo page, prospects can filter results by region, workload, and industry to find the right demo. By choosing a specific time, prospects are more likely to block out time in their diary, meaning Snowflake is less likely to have people dipping in and out.

Snowflake demo booking page

Prospects are then taken to a sign-up page. Here Snowflake lays out exactly what a user can expect to learn from the demo. This gives them more reason to sign up. Crucially, it also helps to filter out anyone that isn’t suitable.

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