The problem
A sales conversation is one way to explain software. But before committing to one, prospects may want a clearer understanding of what the product actually does.
At Thryv, I worked on changing the next step available to visitors by giving them a way to explore the software directly on the page.
What changed
I replaced a conventional call-to-action button with an embedded, self-guided product tour built with Navattic.
Instead of asking visitors to move immediately into a sales conversation, the page let them explore the product and better understand how it worked as part of their evaluation.
This was more than a change in CTA copy. It changed what the visitor could do next.
The result
Following the change, qualified leads increased by 14%.
These were prospects who met the business’s qualification criteria, rather than a measure of demos completed or sales closed.
What this means for your website
Consider what a potential customer needs to understand before they feel comfortable taking the next step.
Your website may explain the offer accurately while still leaving someone unsure about what they would actually receive.
This project reinforced the value of giving prospects a practical way to evaluate an offer. A product tour will not suit every business, but the underlying question is useful:
Does the website help people understand what they are considering?
That is where I start before deciding whether a page needs more explanation, stronger examples, or a different next step.
Can prospects understand your offer before they need to speak with you?
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