Do personalized interactive demos actually work
Interactive demos have become a popular trend in B2B SaaS, but they often miss the mark when it comes to user experience and effectiveness.
The Problem with Interactive Demos
- Engagement vs. Effort: Most interactive demos are essentially glorified slideshows where users are required to "click here, then click there." This makes the experience feel more like a chore than an exploration of the product.
- Reward vs. Effort: The effort required to navigate these demos often outweighs the value they provide. Users invest time but walk away with only a surface-level understanding of the tool.
- Purpose Misalignment: The main goal of these demos should be to provide a quick, high-level understanding of the product. Instead, they often resemble mini-tutorials, which are better suited for actual sandboxes or product trials.
A Better Approach: Auto-Play Product Videos
Auto-play videos on websites offer a streamlined alternative that addresses many of the issues with interactive demos:
- Ease of Consumption: Videos require minimal effort from the viewer. Users can passively watch and still walk away with a clear understanding of the tool's capabilities.
- Quick Gist: A well-crafted video highlights key features and benefits in under two minutes, giving potential buyers enough information to decide if they want to explore further.
- Less Friction: By removing the need for clicks and navigation, videos create a smoother, more enjoyable experience.
Why This Works
The aim of initial product engagement is to spark interest, not overwhelm users with details. Auto-play videos do this effectively:
- They attract attention with dynamic visuals.
- They deliver concise, high-impact messaging.
- They set the stage for deeper exploration (e.g., signing up for a live demo or accessing a product trial).
Examples of Brands Doing This Right
- Wynter: Uses auto-play videos to give a fast, clear overview of its product, helping visitors quickly understand the value proposition.
- Builder.io: Demonstrates its product's features through engaging video content on the homepage.
- Twain.ai: Leverages simple, compelling videos to communicate functionality and benefits.
When Interactive Demos Make Sense
While auto-play videos are excellent for first impressions, interactive demos can still be valuable in specific contexts:
- For prospects closer to the decision-making stage who want hands-on exploration.
- When used as supplemental content after a video or live demo to allow deeper investigation.
Key Takeaway
Auto-play product videos offer a better first-touch experience for most B2B SaaS prospects. They provide clarity, reduce user effort, and make it easier for buyers to decide whether to dive deeper into your offering. For a more meaningful engagement, save the interactive demo for later stages in the buyer’s journey.
Mejo Kuriachan
Mejo puts the 'Everything' in 'Everything Design, Flow, Video and Motion'—an engineer first, strategist and design manager next.