2024年交互产品演示状况报告

Contents Part 1:What are interactive demo benchmarks? Part 2:How are top interactive demos different? Part 3:Who uses interactive demos? Part 4:Why should I use interactive demos? Part 5:How can I use interactive demos? Part 6:How do I build successful interactive demos? Part 7:How can I promote my interactive demos? Part 8:Conclusion Introduction Welcome to the State of the Interactive Product Demo 2024 report! As you read through this report, you’ll discover the latest trends, best practices, and innovative From distribution and sharing tactics to the top-performing content you should be using,this report covers everything product marketers need to know to develop product demos that With these insights, you’ll be equipped to create memorable, interactive demos that highlight yourproducts' differentiators, align with buyer needs, and showcase value and real-world impact. Leverage the findings to make your product demos a real competitive advantage. The future of product marketing isinteractive- let's dive in. Data overview •Almost all of the companies analyzed were SaaS (software as a service) companies. •A majority of the data points are for the top 1% of our customer interactive demos.•Top 1% and 25% were determined by our customer interactive demos with the highesttraffic and click-through rates.•Data collection was a combination of customer data analysis and manually reviewingcustomer interactive demos.•We used our internal data to calculate engagement, completion, and click-through rates.•We manually reviewed interactive demos in the top 1% for data points such as use case,content, and promotion. About our sponsor,Navattic Navattic is an interactive, no-code, product demo creation platform. With Navattic, users canbuild demos that allow viewers to engage and click around, instead of passively watching a Rather than explaining a product conceptually, companies can use Navattic to build interactivedemos that bring their products to life. Prospects can explore key features and flows just as they “Over the past three years, there has been increased growth and interest in the interactive “This is our second year running this report - our first partnering with Product MarketingAlliance - to answer the most common questions we heard from customers and prospects “With more than 18,000 interactive demos built on our platform (a 6x increase from lastyear) - we looked at the top 1% to understand what top-performing interactive demos had Key findings Don’t have time to read the full report? No worries, we’ve got you covered. Use cases: •Interactive demos are being used for a wider variety of use cases and by a larger audience. The average number of demosbuilt by Navattic customers was2xcompared to2023's report(20 per customer compared to 9 per customer). •Demos usage on websites has increased in popularity by almost90%since 2022, for both PLG and Sales Led companies. •New common use cases included interactive demos for feature launches, interactive demos embedded within a product,and sales enablement. Content: •The highest-performing interactive demos are concise, inviting, and personalized. Try to tell a story that explains why thisproduct will be valuable to your audience, instead of what your product does. •To tell more personalized interactive demos by persona or use case, consider a demo library. Demo libraries increased inpopularity by2.7xcompared to 2023. Promotion: •Ungated interactive demo CTAs such as “Take a Tour” or “Start Demo” are the most popular ways to deploy interactivedemos. Top-performing interactive demos had these CTAs placed in a prominent spot on the website, such as above the •If you do need to gate your demo, consider gating it after step 5 to increase engagement and completion rates. 01 What are interactivedemo benchmarks? What areinteractive demo Benchmark metrics are essential for product marketers as they enable data-driven decisions,optimize marketing impact, and maximize competitiveness. All of this is exceptionally important Below is a high-level overview of some of the most requested benchmark metrics around Metric definitions: Total number of CTA clicks to an external link Total number of demo sessions What areinteractive demo Top 1% of interactive demo metrics Metrics for the top1%of our customer interactive demos were determined by traffic andclick-through rate. What areinteractive demo Top 25% of interactive demo metrics Metrics for the top25%of our customer interactive demos were determined by traffic andclick-through rate. 02 How are top interactivedemos different? How are topinteractive As seen above, the top1%of interactive demos have a1.4xhigher engagement rate and a3.9xclick-through rate than the top25%of interactive demos. Throughout this report, we’ll go over what the top1%of interactive demos do differently in demosetup and promotion. Some highlights include: Content:Tells a concise, inviting, and personalized s