If you want more demo conversions without more traffic, copy what already works.
Below are the experiments we ran, the changes we made, the results, and why they worked, so you can replicate with confidence.
SDR Zone is a content hub designed for SDRs to find the vital insights and coaching help they need to be successful in their roles.
The original page opened with generic copy and competing CTAs, so we refocused the hero on outcomes (“Book more meetings, not just make more calls”) and introduced a simple, guided path.
We handpicked 3 essential SDR resources to help visitors know exactly where to start - reducing overwhelm and kick-starting their learning journey with the highest-impact content. Progress cues and scroll triggers nudged visitors through the flow without extra friction.
Reframing the hero around results made the value obvious, and the clear 3-step path matched how SDRs naturally evaluate: understand → visualise → try.
It turned a static page into a guided journey that kept problem-aware users engaged and moved them closer to conversion.
Our SEO blogs were performing well in terms of traffic, but converting poorly.
The culprit? Tiny, easily-missed CTAs tucked at the end of posts.
We tested a banner-style CTA that spanned the entire page, was visually prominent, mobile-friendly, and positioned halfway through the article where readers were most engaged.
The banner copy was outcome-focused (“Get a free B2B data sample”) rather than product-first (“Book a demo”), and it used a strong contrasting colour to separate it from the content without feeling like an ad.
We also tested sticky placement to ensure the CTA remained visible as users scrolled.
The high-contrast banner reframed the CTA as part of the reading experience, rather than an interruption. It met visitors mid-intent, after they’d consumed value and were primed for a next step, which is when conversion intent peaks on educational content.
By pairing relevance (a free data sample connected to the blog topic) with constant visibility, we reduced the likelihood that engaged readers would drop off before taking action.
The result wasn’t just more conversions; users also explored the site more deeply, signalling stronger buying interest.
Visitors landing on our data sample pages were clearly showing evaluation intent. They’d scrolled, engaged, but then exited without taking action.
We wanted a way to re-engage those users before they disappeared.
So, we tested exit-intent popups that triggered as a user moved to close the tab or navigate away. The offers were simple and relevant:
Both popups were cleanly designed, with minimal copy, a single CTA button, and no extra friction (no lengthy forms or multiple fields).
Exit-intent popups succeed when they add timing and value, not noise. These offers caught visitors right at the decision point. When interest was high, but commitment was uncertain, it reframed the interaction as low-risk and high-reward.
By using tangible, product-adjacent language (“Free Leads”) instead of generic CTAs (“Learn more”), we tapped into immediate curiosity and made it easy to say “yes.”
The result was a meaningful recovery of otherwise lost conversions, with a user experience that still felt helpful, not intrusive.
Our cookie consent rates were lower than expected, and analytics data was being skewed as a result.
The banner itself wasn’t broken; it just wasn’t inviting. The text was small, the choices were vague, and the styling didn’t match the rest of our site’s clean, modern design.
Using CookieFirst, we redesigned the banner with subtle but meaningful UX tweaks:
Even minor friction at the very first touchpoint can hurt your analytics, remarketing, and conversion tracking.
By improving readability and transparency, we made the decision feel informed rather than forced.
Users were more comfortable opting in when the design looked trustworthy and the language felt human. This small design tweak improved data accuracy across the funnel and made a measurable impact on the health of all subsequent CRO tests.
Our old “Cognism vs X” pages were dense and read like product docs. Visitors with strong comparison intent needed fast, credible answers - not paragraphs. We rebuilt the template around clarity + proof:
Comparison pages catch buyers at the highest intent outside pricing.
The new template reduces cognitive load with structured scannability (summary → table → proof) and backs every claim with immediate credibility signals (logos, ratings, quantified outcomes).
Pairing that with a persistent CTA removes friction.
Before this test, our demo experience was scattered across multiple pages - different Storylanes, product overviews, and CTA paths that made it hard for visitors to find the right entry point.
Buyers who wanted to see Cognism in action had to click between pages, which created friction and made tracking intent murky.
We consolidated everything into a single Demo Centre hub, a central page where visitors could:
The goal was simple: reduce pogo-sticking (jumping back and forth between pages) and keep buyers evaluating within our ecosystem for longer.
When evaluation content is spread across multiple pages, visitors drop off mid-journey. Centralising it turns discovery into a guided flow, one page that answers “What is it?”, “How does it work?”, and “How do I try it?” in sequence.
It also aligns perfectly with self-serve buying behaviour. Letting prospects explore at their own pace while staying firmly in your “buying zone.”
By reducing clicks and increasing perceived control, customer engagement deepened, intent signals strengthened, and demo conversion improved.
On high-intent pages, such as Pricing, Competitor Comparisons, and Product Overviews, our heatmaps revealed a simple truth: visitors scrolled deep but rarely returned to click the main “Book a demo” CTA.
The intent was there, but the CTA visibility wasn’t.
To fix that, we added a persistent sticky banner that stayed anchored to the bottom of the screen on both desktop and mobile. The design was clean and on-brand, with a Cognism purple background, concise copy (“Book a demo”) and a subtle animation on hover.
For mobile, we made sure the banner sat comfortably within thumb reach, without overlapping content or feeling intrusive.
Visibility beats memory. High-intent visitors shouldn’t have to remember where your CTA was - it should follow them as they read, ready when they’re ready.
By removing the “scroll back up” tax, we captured intent at the exact moment of readiness.
The persistent CTA also created a subtle sense of momentum - as users progressed through the page and their conviction grew, the next step was always right there.
On educational SEO posts, we A/B tested the CTA “Get a data sample” against “Book a demo.” Placement and styling stayed constant; only the copy changed.
The goal was to match the reader’s stage (problem/solution-aware, not yet vendor-ready) with a lower-commitment next step that still moves them into product evaluation.
Cold SEO traffic comes to learn, not to schedule. A product-adjacent, zero-pressure value step (“see real data you can use”) bridges the gap between learning and buying. It reduces perceived risk, proves relevance, and earns the right to ask for a meeting later.
Our homepage hero previously featured a polished product animation, which was visually appealing but slow to load.
We replaced it with an interactive Storylane that lets MM+ buyers click through a few key jobs-to-be-done (find ICP accounts, get verified mobiles, push to CRM) directly in the hero.
The first step is preloaded, so users can interact in one click without reading instructions. We kept a clear primary CTA (“Book a demo”) beside the experience and added a secondary “Get a data sample” link for lower-commitment evaluators.
Interactivity compresses evaluation. Instead of passively watching an animation, buyers do the thing they care about and receive instant proof.
That fast feedback loop builds belief faster, especially for MM+ visitors who arrive with a defined job and limited patience.
Our homepage had historically leaned enterprise, meaning our messaging focused on scale, compliance, and complex integrations.
But our data showed that mid-market (MM) visitors comprised the majority of traffic, and their needs were different. They cared about getting results fast, not navigating a long implementation cycle.
So we tailored the hero copy, visuals, and supporting proof specifically for the MM segment.
Segment-fit messaging is one of the simplest, most powerful CRO levers.
By adjusting tone and value framing to fit mid-market priorities - fast ROI, usability, self-serve evaluation - visitors instantly recognised themselves in the story.
It replaced the subtle “this isn’t for me” friction with confidence and relevance. The sharper promise and relatable proof meant buyers didn’t have to translate enterprise benefits into their world; they could see how Cognism fits their size and stage.
Our existing testimonial section looked beautiful - branded gradients, stylised headshots, and abstract quote shapes.
But when we reviewed scroll and click data, most visitors weren’t engaging with it. The design drew attention, but the substance was getting lost.
We rebuilt the section using a simplified, stat-led quote card format that prioritised clarity over polish:
Proof > polish. In B2B, visitors are scanning for signals of trust, not art direction.
The simplified cards made the value story instantly legible - metric → quote → logo — and allowed readers to process credibility in under three seconds.
By stripping away design clutter, the eye naturally lands on the result, which is what triggers curiosity and action. The stat-backed proof also reinforced consistency between message and evidence, helping buyers connect “what Cognism says” with “what customers get.”
On high-intent pages for mid-market and enterprise (MM+/ENT) visitors, we added a subtle but high-visibility sidepop CTA designed to reignite engagement mid-scroll.
The message leaned into urgency and value:
“Get Free Leads Today”, appearing as a small, slide-in prompt once users reached ~60% of the page.
The design intentionally mimicked a conversational nudge rather than a pop-up ad: compact size, Cognism’s purple gradient, minimal text, and a single primary CTA.
Importantly, it was timed to appear only once per session and only for visitors showing engaged behaviour (scroll depth + time-on-page threshold).
The sidepop acted like a well-timed sales assist, visible but not interruptive. It targeted users who were already showing intent signals and offered them a fast, tangible action (“Free Leads”) before they bounced.
Because it appeared contextually, after the visitor had already engaged with page content, it felt relevant, not pushy. The offer’s immediacy (“today”) tapped into micro-urgency, converting passive curiosity into active interaction.
When the next step is always visible, conversion rates rise without new traffic. Sticky CTAs, mid-article banners, and timed sidepops keep momentum high and decision cost low.
Relevance beats reach. Pages that speak to a specific segment’s pains, language, and proof points convert faster.
Offer a low-friction win that proves you can help before asking for a meeting. It shrinks perceived risk and accelerates evaluation.
Buyers scan for credibility cues, not art direction. Simple layouts that foreground outcomes, stats, and proof beat ornate treatments.