Today’s Marketing

How many fields a demo request form should have

A demo request form should ask only for what you need to route the lead, usually two to four fields. Start with a work email, add the one or two answers that decide who takes the call, and collect the rest on the call or by enriching the email domain.

Updated · By Blake Emal · 6 real examples, each linked to its source

What are the steps

  1. Start with the work emailLaunchDarkly shows a single work email field first.
  2. Add only routing fieldsChili Piper adds just a CRM and a country.
  3. Make extra context optionalSprout Social marks its notes field optional.
  4. Say how long it takesChili Piper writes Takes 30 seconds under the button.
  5. Enrich the restLook up company size and industry from the email domain instead of asking.

How do the options compare

FormFieldsReal example
One field firstWork email, optional noteLaunchDarkly
Two fieldsBusiness email, full nameHiBob
Three fieldsEmail, CRM, countryChili Piper
Three fieldsName, email, company sizeUserpilot
Longer formName, company, phone, job and moreSprinklr

Where do these numbers come from

  1. Chili Piper request a demo
  2. HiBob request a demo

Which real examples show it

Start the form with one field
LaunchDarkly

1. Start the form with one field

A single visible field makes the first step tiny, and the security badges answer the questions an engineering buyer has before booking.

  1. Show one field first
  2. Make extra context optional
  3. Add security badges near the button

Full breakdown · Source

Ask for only two fields
HiBob

2. Ask for only two fields

Two fields feels like no effort at all, so more people start the request, and the rest of the details can come on the call.

  1. Start with email and name only
  2. Put the call length in the headline
  3. Add a customer count under the form

Full breakdown · Source

Ask for three fields and say how long it takes
Chili Piper

3. Ask for three fields and say how long it takes

A short form with a stated time cost removes the main reason people abandon demo forms, and booking the meeting on the next screen keeps the momentum.

  1. Cut the form to the fields you route on
  2. Say how long the form takes under the button
  3. Let people pick a time right after submitting

Full breakdown · Source

Take the sales pressure off
Sprinklr

6. Take the sales pressure off

Saying no pitch and no spam out loud answers the main fear of enterprise buyers who expect a hard sell after they book.

  1. Promise no pitch and no spam
  2. Add a line for buyers not ready to commit
  3. Show security badges near the form

Full breakdown · Source

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What else do people ask

Do shorter demo forms get more leads

Usually more people finish them. A Gong marketing leader quoted on Chili Piper's page cites a 70% lift in demo request form conversions after switching to it, but test with your own traffic.

Should you ask for a phone number

Only if your team calls every lead. Navan and Sprinklr ask for one, while HiBob and LaunchDarkly do not.

What about lead quality

Route on one or two fields and qualify on the call. Sprout Social uses one yes or no question about agencies.

Related answers

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