Enticing prospects to request a software demo is one of the most important goals of a healthcare SaaS website. Therefore, a high-converting demo page is essential for your healthcare marketing strategy. 
While creating a landing page may sound simple, optimizing every element to maximize lead conversion rate isn't. Erica Pierce, Partner and Creative Director at Spot On shares what it takes to build a converting demo page to improve website lead conversion.
A landing page is a standalone webpage created for a specific marketing offer. It's not the contact page on your website, Pierce points out.
Visitors will land on it after clicking on a link in an ad, email, or call-to-action (CTA) button on the website. The page has a single focus that aims to convert visitors into leads by having them fill out a form.
A landing page is a standalone webpage promoting a specific marketing offer. Visitors land on it after clicking on a link in an ad, email, or call-to-action (CTA) button on the website. The page has a single focus: Convert visitors into leads by having them fill out a form.
Healthcare software marketing is different from other industries. Your website content should reflect a unique understanding of the sector. Here's what to consider when creating your software demo offer landing pages to increase your lead conversion rate:
Healthcare software marketers have to navigate complex buying committee dynamics. You must address different audiences in your healthcare marketing strategy, noting that those who make purchasing decisions may not be the end users.
"Let's say you're selling software for doctors, but the administrators make the buying decision. You may include pictures of doctors on the demo page, but make sure the content addresses administrators’ priorities."
— Erica Pierce, Partner and Creative Director at Spot On
Most healthcare SaaS websites benefit from including a software demo CTA at the top and bottom of every page except the blog because it tends to attract prospects early in the buying journey and are not ready to take the next steps. Other pages, which are likely subsequent touchpoints, are fair game.
Your demo page should have a compelling headline and digestible content that addresses the audience’s challenges and desired outcomes. It should also tell visitors what to expect after they share their information and during the demo. If the landing page is for first-time visitors (e.g., from an ad), it should include additional content about your company.
Pierce cautions that links in the content or navigation elements could distract visitors from taking the desired action — signing up for the software demo — or even cause them to leave the page without signing up. As such, you should remove all links and other distracting elements from a demo page.
However, there's one exception. If your landing page targets visitors new to your brand, you may include navigation elements because these prospects may want to learn about your solution before requesting a demo.
Customer testimonials, success stories, or statistics from a trusted third-party source help back up your claims and reassure visitors that your software can deliver on its promises. The information helps convince visitors who are on the fence or new to your brand to request a software demo.
Is your lead form asking visitors to fill out too much information? People are reluctant to give away too much when requesting a software demo.
"Only ask for what you absolutely need to give the demo — you can find out more about the prospects during the demo or on a follow-up call."
— Erica Pierce
A frictionless user experience (UX) helps drive website lead conversion. Pierce recommends clearly labeling all the form fields. You may also use progressive fields, which prepopulate data you already have on the prospect (e.g., email) so you can ask them to fill out additional information (e.g., job title) to help qualify a lead.
To streamline the user flow and capture more leads, you may embed a calendar link on the landing page. Visitors can schedule a software demo with a salesperson directly instead of filling out a web form and waiting for a sales rep to reach out.
Pierce shares these tips and tricks for improving lead conversion rates and achieving quick wins:
Use bounce and exit rates to gauge the effectiveness of a demo page. Analyze heat maps to see what captures visitors' attention and what elements they mouse over. Of course, track the lead conversion rate to understand the effectiveness of your healthcare marketing strategy.
"If you have a high exit rate, evaluate your messaging and see if the form is too intimidating. Check if the content provides the right level of detail or entices people to share their information to get a demo."
— Erica Pierce
What if you follow these tips and your lead conversion rate still needs improvement?
Every audience has unique preferences and needs. Get curious about what you may improve and test your hypothesis.
"Test different variations of a demo page because what works for one company may not hit the mark for another. You have to test, iterate, and improve on your ideas."
— Erica Pierce
Often, you don't have to overhaul your demo page or make dramatic changes. Minor edits like tweaking the headline, form fields, or images, can lead to substantial improvement. These incremental changes add up to significant impacts.
Your software demo landing page is one of the most critical pieces in your healthcare marketing strategy. You must deliver an appealing and seamless user experience to build trust with prospects and drive lead conversion.
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