Many prospects wanted to talk to someone before purchase. There was no way in the existing trial for them to request a demo. In talking with users about trial we found that the ability to schedule a demo at their convenience was extremely important.

I lead the design and research. WordStream had never brought in non-users before and I was the first to set this up.

In the existing trial experience the only CTA was “Buy Now”. If a user selected this they were brought out of trial and prompted to fill out a long form requesting a free consultation. This was extremely frustrating for users.

I recruited participants who had never used WordStream before and asked them to evaluate the software.

Findings

• Participants were hesitant to enter their phone number.

• People like the ease of scheduling a demo, but noted that they would also want space to enter questions and were curious who they were meeting with. They liked the ability to export to their calendar.

• Language for schedule a demo makes some users feel like they don’t need one and would only want one for really complex software. They liked the idea of “Schedule a call with a PPC expert to analyze your account” much better.