Some calls to action (CTAs) can feel like too big a step for early-stage prospects, such as “book a demo” or “talk to a sales rep.” SureCam solved this by pairing its live demo CTA with a second, low-commitment choice: a five-minute, self-service “Product Tour” video. The new CTA generated roughly four times more leads per month than the demo alone, boosted the site’s overall conversion rate, and gave the sales team additional opportunities with better-informed prospects. However, the trade-off is that these leads tended to close more slowly and convert at a lower rate than demo-sourced leads.
The success is about “meeting the customer wherever they are in the journey,” said Staci Harvatin, SureCam’s chief of staff. “Many prospects want to be on their own and aren’t ready to get on the phone with someone and book a demo.”
By providing a low-pressure entry point, SureCam is starting more conversations without sacrificing high-intent opportunities.
“Our ‘Book a Demo’ CTA remains our strongest converter to revenue,” Harvatin said. “We didn’t see any drop in its volume or growth after adding the secondary option, and now we can nurture leads who might otherwise have been lost.”