6-Step Process to Create A High-converting Product Demo

Nidhi Kala
9
min read
January 9, 2024

Picture this: you searched for a project management tool on Google and landed on the first search result — Asana.

You click on the website and see two buttons on the first fold — Get Started and See How it Works.

You click on the second CTA and get to a new screen, followed by another CTA, ‘View demo.’ On clicking the CTA, you get directed to a gated video demonstration. What next? A freshly produced, automated, and pre-recorded demo.

Do you see what’s happening in the entire process? From a mere website visitor, you became a lead for Asana. 

Because you submitted your contact details, the brand will likely nurture you via email and other marketing tactics.

A product demonstration video showcases the website visitors the actual product value and moves them from just one-time visitors to leads. 

But how do you create an interactive demo? This guide will teach you everything you need to know—from creating your first demo to using the right interactive product demo tool.

How to Create a Product Demo?

Product demos are a great way to convert passive website visitors to paying customers. Between static content and content that encourages visitors to interact with it, it’s the latter that engages visitors and pushes them to test out your product. 

But how do you make one of these product demos?

Here’s a step-by-step guide to creating high-converting product demos:

Use this 6-step process to create your interactive demo video

Step 1: Identify your Goal

Do you want to build brand awareness? Or, do you want to get more users to sign up for your product? Or, do you want more active subscriptions for the product? Decide what’s your end goal with the product demonstration video, and how the goal is tied up to your business goals. 

For example, with a clear goal of generating leads from the website, sevDesk generated 527 leads with a conversion rate of 28% — leading to every fourth visitor signing up for the product.

Breakdown: 

  • Product demo’s goal: sign up for the product
  • Business goal: clock in more revenue 

Step 2: Determine your Ideal Customer Profile

Create a detailed user persona for your product video demo. Who is the user or potential customer — label their jobs, what are their ideal jobs to be done, what is the use case they’ll be using the product for, what are their challenges, are they first-time visitors on your website, have they used a similar product like yours earlier? 

Jot down these key points to build your product demo around that journey. This way you’ll know how to build a demo that caters to and solves the prospect’s pain points. 

Step 3: Design the Customer Journey

After identifying the ideal user persona in #2, the next logical step is outlining the customer journey on a website. This helps you identify how and where to place the demo.  

For instance, if your website receives good traffic on the homepage, embedding the product demo in the first fold is a good way to garner engagement—and probably convert visitors to first-time users. 

Follow these simple steps to create a customer journey map for your product demo:

  • Acquisition stage: To engage the first-time visitors and encourage them to use your product, embed the product demo on the first fold of the landing page or website. For this user, you’ll create an introductory product demo showcasing the value the product offers.
  • Activation stage: To engage the first-time users (who have signed up for the product), give a product walkthrough once they sign up for the product. Additionally, embed byte-sized video content for every important feature the user unlocks for the first time. 
  • Retention stage: To keep the users engaged and retain them, create a knowledge base or help center. Here, you can use interactive demos to educate the users about using the specific features of the product. 

Step 4: Create your Storyboard

Once you’ve done the groundwork by identifying the target audience and mapping the customer journey, it's time to create a storyboard for your demo. The storyboard is a breakdown of what your demo will look like screen by screen. Choose the features you want to highlight and the workflows you want to showcase.

Here’s how you can approach creating the storyboard:

  • Highlight unique features: What sets you apart from your competitors? Make a list of all the unique features your product offers and describe how these key features stand out from the competitors.
  • Address the pain points: What problems is your product trying to solve for your ideal buyer persona? Tie up these pain points with the jobs-to-be-done (JBTD) you identified initially and resolve them in the demo.
  • Build anticipation: Before revealing the solution in the demo, emphasize the problem. Doing so creates a narrative tension and gives an aha moment for the prospective user.

Step 5: Create the Product Demo Script

You have set the visual plan for your product demo. What next? To stitch things together, create a product demo script that describes everything from the first sentence of the demo to how the last screen closes. In a nutshell, your demo script will outline everything in the written format you visualized while designing the storyboard.

How to create the product demo script? Here’s how:

  • Introduce your main message: This is the first demo screen that describes what the product demo is about. It could be plain text telling the viewer about the product tour or a product checklist to let them pick the demo of their choice. The main message could also include the product’s value proposition to define the message in detail.

Note: The message needs to be short, concise, and impactful. 

For example, Toplyne embeds the product video demo on its website.

Toplyne embedded product video demo on its website
Image Source

In the video demo, Rishen Kapoor, the Co-founder of Toplyne, first introduces himself and then highlights Toplyne’s value proposition, i.e., “Toplyne lets you identify and operationalize leads and product-qualified accounts.”After the brief intro, Rishen gives a video walkthrough of how the user can utilize Toplyne to its full potential. 

Toplyne's product video demo
  • Tie your product features and pain points together: Pick a few product features — maybe 3-5, highlight the pain points, and elaborate on how your product can solve those specific problems using these product features. Don’t mention the product features in detail, but use examples and data to showcase the impact those features have made.
  • Conclude with a call-to-action: When closing your demo, ask the demo viewers a question — this is the action you want the demo viewers to take after watching the demo. For example, ask the demo viewers to sign up for a free trial or book a demo with the sales team. 

Step 6: Use an Interactive Product Software

To bring your product demo to life, you need a tech stack, and to create a product video demo, one of the most important software in your tech stack should be interactive product software like Storylane.

When choosing an interactive product demo software, make sure it has the following factors:

  • It is a no-code software
  • It has a lead capture system
  • It comes with a shareable link
  • It offers demo analytics

Storylane comes with all these features: it lets you record the product video demo and offers custom and native form builders to let you create lead gen forms and integrate them along with the product demo. Plus, it offers demo analytics like leads, CTAs clicked, last view, time spent, and completion.

Create a product video demo with Storylane

  1. Install Storylane’s Chrome Extension
  2. Sign up for Storylane and start recording your product screen
  3. Edit HTML screen with elements like changing the text, replacing images, editing graphs and charts, blurring the content 
  4. Personalize your video demo with a text token, date/time token, or image token
  5. Create a custom lead lead gen form and embed it along with the demo
  6. Customize your demo for your brand by adding your brand logo and colors

BONUS: Analyze the Product Demo and Improve

After you’ve created your first product demo and shipped it off on your website, track the demo performance. Focus on analytics such as CTAs clicked, time spent, completion, and number of leads. 

If the demo viewer has clicked on the CTA but spent only a minute on the demo when your product demo is 4 minutes long, you need to identify the reasons for demo churn. Once identified, optimize your product demo and improve it.

Also Read: How to Measure Sales Demo Performance and Best Practices to Optimize Your Demos

3 Software to Create a Product Demo

Now that you know how to create your product demonstration, it's time to learn about the right tool to make this possible and running. 

Here are three product demo software you can choose from: 

Storylane

A screenshot of Storylane's demo capturing methods.

Storylane is a no-code platform that enables you to build interactive product demos in less than 10 minutes. It caters to the needs of marketing, sales, and pre-sales teams alike, helping them scale their demo creation process and close deals faster.

With Storylane, you can capture your product using two modes: 

Screenshot Demo Capture: In the first option, you can create an interactive product demo with screenshots of your software. These demos are suitable for embedding in websites, blog posts, and product emails.

HTML Demo Capture: This capture method allows you to record the different screens of your software in HTML format. Since these are editable demos, pre-sales and sales teams can use them to create product tours and personalized demo leave-behinds.

Top Features

  • Storylane offers AI-powered features to write, edit and translate demo guides. It also provides voiceovers in over 25 languages.
  • Its ‘Demo Reveal’ feature gives you details on your demo visitors, like their name, company name, tech stack, funding details, etc.
  • It offers powerful usage tracking with analytics such as impressions, demos engaged, leads, CTAs clicked, last view, time spent, and completion. 
  • Storylane lets you add custom lead forms built through Hubspot, Marketo, and Pardot to your demos. This way, you can add lead forms with custom fields to collect the required lead details. 

Pros

  • Competitive pricing
  • Offers a free plan that lets you share one screenshot demo
  • Incredible customer support
  • Allows both HTML and screenshot captures

Cons

  • The free plan offers limited features 
  • Only 250 visitor accounts can be identified per month in the Starter plan

Price

Starting at $40 per month per user

Tourial

A screenshot of Tourial's demo
Image Source

Tourial is another interactive demo platform that helps marketing and sales teams close deals faster. It offers two main products - Demo Centres and Interactive Demos, to educate buyers and push them down the funnel.
Top Features

  • With Tourial’s ‘Branding Feature,’ you can add custom brand colors and styling to your demos. It also allows you to apply the same branding edits across all your demos. 
  • Tourial’s ‘Demo Centres’ lets your demo visitors choose their own adventure instead of sitting through a whole demo.

Pros

  • Has an intuitive UI
  • Top-notch customer support
  • Shallow learning curve

Cons

  • Lacks HTML capture feature
  • AI-assisted features are missing

Price

Starting from $790 per month for <50 users

Demoboost

A creenshot of Demoboost's Analytics page
Source

Demoboost helps presales teams scale their demo production and marketing and sales teams to deliver a stellar buying experience for your prospects through personalized interactive demos. 

Top Features

  • The ‘Comments’ feature allows demo viewers to add their queries or suggestions as comments directly to your demos.
  • Offers features like ‘Speaker Notes’ and ‘Comments’ to enable salespeople to sell better.

Pros

  • Has a shallow learning curve
  • Prompt customer service

Cons

  • Minimal integrations with other tools
  • Lacks AI-assisted features to scale the demo creation process 

Price

Pricing is not publicly available

B2B Companies That Improved Lead Generation with Product Demos

Product demos are good because they're targeted to the specific customer persona based on their jobs-to-be-done, they're highly personalized, and highlight the primary challenges their product solves. 

But the pudding is in the proof. So, here you go:

Ignition

The Marketing Lead of Ignition, Michael Hadjipourou was able to convert a whopping 10% of the website visitors to paying customers. They did this by embedding product demos on the homepage upon realizing that the market needed education about the tool. 

Here are some of the results they achieved through this strategy: 

Results achieved by Ignition by creating a product demo video

Isn't it amazing? But how did Ignition accomplish these results? Here's how they did it:

  • Michael wanted to utilize interactive demos as a lead generation tool on Ignition’s website. So, he included a lead gen form with the product demo — which collected the information from new leads.
  • Michael then integrated Storylane and Hubspot and sent personalized and ungated demos to existing contacts in their CRM.
  • He collaborated with the sales team to ensure potential users experienced the product benefits as soon as they signed up for the product. This helped visitors realize the value of Ignition faster and boosted the user activation rate.

Also Read: How Ignition Converted 10% of Viewers to Paying Customers

Pulley

Brendan Stanton, Account executive of Pulley, along with his team, embedded an interactive product demo in their website and achieved the following results:

  • More than 10k impressions
  • Thousands of free users

Here is why this product demo worked for the company:

  • Pulley employs storytelling in their demo to walk users through its various features. They bring in their customer persona as the main character and show how they use Pulley to wade through a problem they face.
  • The demo uses Pulley’s brand color throughout the demo, giving users a consistent brand experience.

Also Read: How Pulley got 10k+ visitors and converted 1000s of visitors into free users. 

Kickstart your Journey with Product Demos

So, you have designed the product demo process and the script. Now what? It’s time to implement the process using demo automation software like Storylane. Add your product video or screens you want to add, include the product features, personalize the demo, and hit publish. And voila!

Q1. Are product demos free?

 If you want to create a product demo for your product, you'll need to sign up for a product demo software like Storylane. You can create one product demo for free. Beyond that, you'll need to purchase the plan that suits you the best. 

Q2. How long should a product demo be?

An effective product demo should ideally be between 60 and 90 seconds. 

Q3. What does a good product demo look like?

A good product demo identifies the jobs-to-be-done (JBTD) for a buyer persona. It then highlights how the different features of the product help the prospect do their job better. 

"Previously, there was scope for error and we’ve gone from a process that could be time consuming and painful to a process that’s super quick."
—CHRIS LANCASTER, SUPPLY CHAIN PROJECT
Supercharge your funnel with Interactive Demos
Book a demo
Revolutionize your sales game with interactive Product demos
Take a tour

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Stay ahead of the sandbox curve with a superior demo environment
Try Storylane
Capture more leads and close more deals with interactive demos Take a tour
"Previously, there was scope for error and we’ve gone from a process that could be time consuming and painful to a process that’s super quick."
—CHRIS LANCASTER, SUPPLY CHAIN PROJECT

"Previously, there was scope for error and we’ve gone from a process that could be time consuming and painful to a process that’s super quick."

—CHRIS LANCASTER, SUPPLY CHAIN PROJECT

Stay ahead of the sandbox curve with a superior demo environment
Try Storylane
Stay ahead of the sandbox curve with a superior demo environment
Get the Storylane Advantage
Learn more about how Thrillark Procured over a 60% Increase in
Button Text
Learn more about how Thrillark Procured over a 60% Increase in
Button Text
Capture more leads and close more deals with interactive demos.
Take a tour