Adding a Request Demo CTA Beside Start Free A/B Test

Hero visitors heading to the contact page, demo questions arriving through support, or weak signups from enterprise traffic can mean that people who want a sales conversation find no path with a single CTA. With a second link in place, enterprise visitors should take the demo path while small teams keep signing up on their own. First make sure sales can answer demo requests at the same pace for the whole test; if response times shift midway, you cannot tie a change in opportunities to the CTA.

Qualified opportunity rate

Count deduplicated qualified opportunities per assigned visitor using the same qualification rule and sales follow-up period.

Also track

• Free signup rateMeasure whether the demo option reduces self-serve signups among assigned visitors.
• Valid demo request rateCount submitted, valid demo requests rather than clicks alone.
• Opportunity close rateCompare opportunities won after the same sales follow-up period.
• Hero total action rateCount visitors who complete a free signup or demo request, deduplicating those who do both.

• Second pathAdd one clearly secondary “Request a demo” link beside the existing free-start CTA.
• Action mixRead each path's volume alongside total qualified opportunities.
• HierarchyKeep free signup primary and use one fixed location for the demo option.
• CopyKeep both labels unchanged; “Talk to sales” would be a separate copy test.
• AudienceReview small-team and enterprise traffic separately.

1. 1Judge the change by the qualified opportunity rate across both paths; a rise in valid demo requests is not a success on its own. Check whether the free signup rate fell and compare the opportunity close rate over the same sales follow-up period; if the demo path pulls people who were ready for self-serve into a slower sales process, do not ship it.
2. 2This hero, these labels and one fixed demo location define the scope of the result. Keep the hero headline unchanged during the test so any difference traces back to the demo link, and review small-team and enterprise traffic separately. Also make sure the two buttons are not crammed on top of each other on mobile.
3. 3Compared with signups, qualified opportunities are rarer and take longer to appear. Do not settle an unclear difference before every cohort has finished the follow-up window. Plan the run time up front: divide the sample per variant from the sample size calculator, based on your current qualified opportunity rate, by daily visitors per arm, and add the follow-up window.