In the current product-led era, buyers are making decisions quickly and want to experience a product before committing to a purchase. As a growth marketer, one of your challenges is to get prospects to engage with your product quickly enough. An effective way to build trust and engage prospects is through an interactive product demo. In this article, we will explore the steps you need to take to create an interactive product demo that captivates your audience and drives conversions.
In the fast-paced world of online marketing, it is crucial to grab the attention of potential customers quickly and effectively. An interactive product demo allows prospects to experience your product firsthand, building trust and increasing engagement. In this article, we will dive into the steps required to create an interactive product demo that resonates with your audience and drives conversions.
2. Understanding the Importance of Interactive Product Demos
In today's competitive market, buyers want to make informed decisions quickly. They want to experience a product before committing to a purchase. This is where interactive product demos come in. Unlike traditional demos or product videos, interactive demos provide a self-guided experience that allows prospects to explore the product's features and benefits at their own pace. Interactive demos help build trust, showcase the value of your product, and accelerate the buyer's journey.
3. Identifying the Right Approach
Before diving into creating an interactive product demo, it is important to identify the right approach for your specific product and target audience. Consider whether a guided product tour or a custom demo would be more effective. A guided product tour provides a guard-railed experience that helps prospects navigate through your product, while a custom demo allows for more in-depth exploration. Understanding your buyer's journey and their specific needs will help you determine the best approach.
4. Choosing the Right Tools
Selecting the right tools is essential for creating an interactive product demo. There are numerous solutions available, each with its own strengths and weaknesses. Consider factors such as ease of use, personalization options, scalability, integration capabilities, and analytics. Storylane is one such tool that offers both custom demos and interactive product tours. Evaluate different tools based on your specific requirements and choose one that aligns with your goals.
5. Crafting a Compelling Story
A compelling story is key to capturing your audience's attention and driving engagement. Your story should highlight the "aha" moments when customers use your product and demonstrate how it can simplify their lives and provide long-term value. Start with a general problem-solution statement and gradually guide your prospects towards specific benefits that your product offers. Use text, audio, and video to enhance the storytelling experience and create a memorable impression.
6. Capturing Screens
Capturing screens is an essential step in creating an interactive product demo. Utilize native screen capture tools available in your browser or computer to capture your product in action. Storylane, for example, offers a Chrome extension that allows you to easily capture your product. You can choose to capture the entire HTML or only images of the product. Consider the trade-off between speed and complexity when deciding which approach to take.
7. Adding Guided Widgets
Guided widgets, also known as explainer bubbles, are powerful tools for enhancing the interactive demo experience. They provide a guided walkthrough for your prospects, highlighting the value of your product as they navigate through the screens. Companies like Intercom, Walkme, and Pendo effectively use guided widgets for user onboarding. Incorporate guided widgets into your interactive demo to improve the user experience and facilitate a deeper understanding of your product.
8. Gathering Information about Your Leads
Capturing information about your leads is crucial for lead generation and qualification. Incorporate a lead capture form into your interactive product tour, strategically placing it at the start, middle, or end of the tour to maximize engagement. Keep the form simple, asking for essential information like name and email. Additionally, consider leveraging services like Clearbit and Zoominfo to gather insightful information about your leads without relying solely on the lead capture form. Integrating chat widgets like Intercom or Drift can also provide an additional avenue for engagement and lead qualification.
9. Creating a Unique Sharable Link
To stand out from competitors and expedite the sales process, create a unique sharable link for your interactive demo. This allows you to personalize the demo for each recipient, incorporating their company name and vertical. Customizing the demo enhances the buyer's experience and increases the likelihood of conversion. Ensure that the demo software you choose provides analytics capabilities, allowing you to track who has viewed the demo, their progress, and how much time they have spent on the product tour. Integration with systems like Marketo, HubSpot, and Salesforce is essential for seamless data management.
10. Analyzing and Enhancing
Analytics play a crucial role in evaluating the success of your interactive product demos and optimizing your lead generation efforts. Track metrics such as the number of demo views, progress within the product tour, and time spent on the tour. Additionally, monitor how many members from the same company have viewed the demo to gauge organizational interest. Integrate the analytics data into your existing systems, such as Marketo, HubSpot, or Salesforce, for a comprehensive view of your lead generation and conversion efforts. Continuously analyze the results and make enhancements to improve the effectiveness of your interactive demos.
11. Showcasing Your Interactive Demo
Creating an interactive demo is just the first step. To maximize its impact, you need to showcase it effectively. Consider the following ways to showcase your interactive demo:
- Place it on your homepage: Add the interactive demo to the homepage of your website to make it easily accessible to all visitors, increasing engagement and conversion.
- Embed it in blogs and communities: Embed the interactive demo in relevant blog posts and online communities to showcase the value of your product to your target audience.
- Add it to live chat: Incorporate the interactive demo into live chat conversations with prospects to instantly showcase the value of your product and facilitate faster decision-making.
- Create a product demo library: Build a library of interactive demos for different use cases, providing customers with a comprehensive resource to explore your product's features and benefits.
- Customize demos for specific use cases: Tailor interactive demos to specific use cases to address the unique needs and concerns of different stakeholders, accelerating the sales process.
- Include it in email outreach campaigns: Utilize interactive demos in your email campaigns to allow prospects to experience your product and drive engagement.
- Present it in sales calls: Incorporate the interactive demo into your sales presentations to showcase key features and benefits, increasing engagement and conversion rates.
Interactive product demos are powerful tools for engaging with potential customers and showcasing the value of your product. By following the steps outlined in this comprehensive guide, you can create interactive demos that captivate your audience, drive conversions, and accelerate your sales cycle. Remember to tailor your approach to your target audience, choose the right tools, craft a compelling story, capture screens effectively, and leverage guided widgets. Continuously analyze and enhance your interactive demos based on analytics data to optimize their effectiveness. Now it's time to start creating your killer interactive product demos and driving your product-led growth.