Making complex platform value clear

Respond.io’s platform is designed to be intuitive, but like any powerful tool, it can take a moment to fully appreciate its capabilities—especially for users new to messaging platforms.

“We’ve built a user-friendly interface, but because respond.io is packed with features, new users sometimes need a little time to see how everything fits together. With only a seven-day trial, it’s important they quickly understand the value we offer,” explains Nabilah, Product Manager at Respond.io.

Why Storylane over competitors

After evaluating several interactive demo platforms including Walnut, Tourial, Navattic, and Arcade, Respond.io selected Storylane based on:

• User interface and usability
• Customization options
• Analytics capabilities
• Integrations
• Customer support

"Storylane was the best fit for us in terms of features, support and ease of use,"

Creating effective interactive demos

Respond.io took a collaborative approach to developing their demo, involving:

• Product team to highlight unique selling propositions
• Marketing to review flows, design, and positioning
• Sales team input on appropriate terminology
• Product writers for content development
• Management and customer teams for final reviews

They structured their demo into chapters focusing on three prominent value propositions, which allowed them to present comprehensive information in digestible segments.

"We had a dilemma because with short demos, people are able to engage and completion rates are higher. But if you make it really long, you can convey a lot more. The ability to create chapters with Storylane is the best of both worlds,"

Continuous iteration

Respond.io reviews demo performance every two weeks, analyzing:

• Completion rates
• Drop-off points
• Time spent on demos

This data-driven approach led to several iterations, including their current version featuring voiceovers from a team member. They've seen engagement rates increase from 3% to 6% after adding presenter videos with faces and voices, though they're planning A/B testing to confirm causation.

Key results and use cases

Respond.io leverages Storylane for the following:

• Marketing team has embedded demos in their homepage during a rebrand
• Sales representatives use demos at events and networking sessions as a quick, easy way to showcase the platform without accessing the live environment
• Planning to expand usage in sales workflows for AEs and BDRs

The team measures demo success through demo completion rates (47%!)  and CTA clicks (Book a Demo or Start Trial), both of which continue to develop with each successive iteration. 

Learnings and best practices from Respond.io's experience

1. Leverage chapters for content organization - Allows users to self-select what matters most
2. Add human elements - Consider adding presenter videos and voiceovers to increase engagement
3. Track and iterate regularly - Review performance metrics biweekly and make continuous improvements
4. Cross-functional collaboration - Involve multiple teams to ensure demos highlight the right value props with effective messaging
5. Start simple, then expand - Launch quickly, then add integrations and tracking afterward