Boosting Demo Conversions
Streamlined booking into a 3-click process, boosting bookings by 21.5% and achieving a 93% success rate from non-paid channels.
"I didn’t think booking a demo could be exciting."
The Challenge
The old booking flow was creating unnecessary friction. Prospects had to fill out a lead form to provide their details, then go through the booking process and enter the exact same information again. This doubled the time required to book and caused a noticeable drop-off in completions.
The process also wasn’t integrated with HubSpot in a way that allowed for smooth lead handoff or nurturing — valuable marketing data was getting stuck in silos.
The solution
- Conv. Rate Optimization
I replaced the legacy system with an open-source booking tool embedded directly on the site. Using dynamic embed code, I passed user data from the initial contact form into the booking tool automatically, so there was no more retyping the same info.
To motivate people to start the process, I added a blurred preview of the next page that showed both a video and the booking widget underneath. This created curiosity and a subtle sense of commitment. Visitors could already see what was coming next, which nudged them to complete the form to “unlock” it.
I also optimized the experience for speed by preloading pages in the background:
- The lead generation form began preloading the booking page while the user was filling it out.
- The booking page preloaded while users were browsing related blog posts.
Warm leads could also enter the booking flow directly from nurturing campaigns, reactivation emails, or subscription newsletters, so they never had to start from scratch. The result was a true 3-click booking process:
- Choose date
- Choose time
- Confirm
Finally, I connected the booking tool directly to HubSpot so every demo request instantly appeared in the CRM for tracking, follow-ups, and automated workflows.
Results and impact
+21.5%
total bookings
in the first two months after launch.
93%
booking success rate
from non-paid channels
60%
faster
Time to complete booking reduced by ~60%
8
happy sales team members
5 keeping busy with new leads
