2025 Industry Benchmarks + Examples for Interactive Demos

As we examined the data we collected for the 2025 State of the Interactive Product Demo report, several patterns emerged.

One was the significant growth in interactive demo usage. We saw:

• A 56% increase in demos built on Navattic (28,000+ total)
• A 29.2% rise in websites with “Take a Tour” CTAs

Since then, we’ve had a few customers ask for stats by specific use case. So we’re breaking down our data by the top ten most common industries and showcasing two excellent interactive demo examples for each.

As you can see in the chart below, fintech, martech, cybersecurity, and sales tech lead the way in interactive demo usage. But HR tech, developer tech, and AI follow close behind.

Overall, the top 1% of demos saw some big changes in click-through rate (CTR) and engagement rate this year:

• CTRs increased by 68.7% (from 32.25% to 54.0%)
• Engagement rate increased by 37.7% (from 60.42% to 84.4%)
• Completion rate increased by 67.4% (from 40% to 61.6%)

Even the top 25% of interactive demos had impressive results with an average engagement rate of 50.1%, completion rate of 28.9%, and click-through rate of 12.8%.

If we take a closer look at these stats by industry, we find two interesting patterns:

1. More complex products use more interactive demos. This could indicate that security or fintech industries require longer, more in-depth demos.
2. Product experts at complex SaaS companies. The most common users of interactive demos are product marketers, solution engineers, and product at sales-led 51 - 1000 employee companies with multiple complex products like fintech, martech, and cybersecurity.

To give you a sense of what top industry demos look like, we’re providing several real-world examples in each category below.

Keep reading to find out where companies have placed each demo, how long they are, and other unique features to consider as you build your interactive demos.

Financial Tech

Ramp, an accounting automation software, uses an interactive demo to show the product’s value straight from the website without requiring users to go through a full onboarding process.

The site's upper right corner perpetually displays a “See a demo” button, inviting users to try Ramp.

When users click the button, they have the option to schedule a live demo or explore an interactive product tour.

The demo opens in full-screen in a new tab, requesting the user’s email address. Ramp uses that contact information to send follow-up and nurture emails once the prospect is finished going through the tour.

The demo is a quick 7 steps, giving users a high-level overview of the product’s main features.

Each step has a clear, action-oriented tooltip that points out the value of particular parts of the product, like “Automate your expenses with custom policies, automatic expense categorization, and automated receipt collection” and “Save time and manual work with Ramp's accounting automations and seamless integrations with ERP software.”

At any time, users can click the “Get started” button at the top to apply for a Ramp card. Once they hit the 7th step, they’re asked to choose whether to continue the tour or get started with Ramp.

According to Ramp’s marketing team, the Navattic tour is “responsible for 15% of the leads coming from our website.”

Airbase, a spend management platform, also features interactive demos prominently on its website. They’ve got two CTAs to “Take a Tour” — one right underneath the opening header and one in the upper right corner.

Upon clicking “Take a tour,” the tab refreshes to an entire page of their website dedicated to product tours.

Users can choose to drill down into a specific use case, such as Guided Procurement or Corporate Cards, or opt to take a full platform tour.

This optionality helps visitors (1) see the range of use cases Airbase can support, and (2) use their time efficiently — they can dive straight into the feature that’s most relevant to them, getting to their aha moment faster.

Cybersecurity

JupiterOne, a cyber asset analysis platform, uses an interactive demo to show how its platform works just below the fold of its homepage.

The tour is comprehensive but fairly short, emphasizing how valuable a near-time inventory of every asset can be — and how simple it is to configure and manage.

At the end of the tour, users are encouraged to book a demo with the JupiterOne sales team to learn more about how the platform can help them “gain full visibility, surface risks, and validate controls” — once again reinforcing the company’s value prop.

Acronis, a cybersecurity and data protection solution, has many products and features for small businesses and enterprise companies.

To help users understand which products are right for them, they give visitors the opportunity to take a product tour — linked directly in the Products section of their website navigation.

When users click “Start product tour”, a full-screen Navattic tour appears:

At 19 steps, this tour is fairly thorough, showing users exactly how the Acronis Cyber Protect console works and how they can customize it to fit their unique needs.

It also shows users how to apply protection plans to any kind of workload, device, user, or data, using Microsoft 365 as a sample. Once users reach the end, they’re invited to start a free trial to see the tool for themselves.

Or, they can start the buying process. Clicking the “BUY NOW” button takes them straight to the product pricing page.

CS/Support

Vitally, an all-in-one customer success platform, really pushes visitors to take an interactive tour with two CTAs above the fold on its homepage:

When visitors click the “Start Product Tour” or “Product Tour” buttons, the page refreshes, and they’re asked for their contact information (which Vitally folks will use to keep the lead warm).

In 3 minutes, users get a good sense of who Vitally is for, how it works, and how it can improve visibility, productivity, and collaboration for the visitor’s customer success team.

Midway through the demo, prospects are invited to check out Vitally’s customer stories or continue with the tour. Purposeful pauses like these give people several ways to learn and keep them engaged — which is key to getting them over the hump of talking to sales.

At the end, site visitors can either book time with sales or explore Vitally’s Academy, which includes a link to Vitally’s Demo Center.

Building a library of various demos and adding filters for each core Vitally feature helps users find and walk through their exact use case.

The demos are fairly in-depth, helping prospects go into conversations with the Vitally sales team feeling more prepared — and hopefully come out with a high likelihood of conversion.

JumpCloud, an all-in-one user management platform, takes another tack, leveraging interactive demos in its University.

Each of the 71 “Guided Simulations” takes users through common scenarios they may face in the JumpCloud platform or provides an overview of a specific topic.

Using filters on the left-hand side of the screen, users can whittle down the content to see only the demos pertinent to their needs, answering their preliminary questions without interacting with sales or signing up for a free trial.

Tyler Worley, an Educational Content Creator at JumpCloud, says, “With Navattic, the demos are more integrated with our product, allowing potential users to experience features without needing to sign up. This accessibility has been a major success internally.”

Marketing Tech

Klue is a highly versatile competitive enablement tool. To show off all the ways people use Klue, they built a “Demo Arena,” with a product tour that provides an overview of the platform, plus tours specifically designed for each segment of their audience:

• Product marketers
• Content marketers
• Sales leadership
• Sales enablement
  

Klue’s demo arena contains 14 tours total, ensuring everyone in their ICP knows (1) what the product does and (2) how it can level up their daily work.

At one of Navattic’s user conferences, Eric Holland at Klue shared: “Within 60 days of launching the Demo Area, we reeled in $550,000 in new pipeline. Our demo requests tripled — and our conversion rate almost tripled, too.”

He continued explaining that, as a result of giving users options, “We get more people who are actually interested in our product, making it to the opportunity stage instead of getting disqualified as a lead.”

Sales Tech

Crossbeam, a partner overlap tool, places its interactive demo below the fold on its core product’s feature page.

The tour first acquaints you with the Crossbeam platform and then dives into several of the most common use cases for the Core Crossbeam experience.

The team at Crossbeam tells us, “It helps that we can build interactive demos faster than other assets. Recording a video could easily take twice as long and end up not nearly as polished as a Navattic demo.”

At the end of the tour, Crossbeam invites users to sign up for a free trial, book a live demo with the sales team, or repeat the tour in case they need to review a particular area of the platform.

HR Tech

Remote, a global HR tool, publicizes its interactive demo just below the fold on its global payroll and HRIS product pages.

12 steps later, users know how Remote can help them set up and streamline multi-country payroll for their employees.

But their product pages aren’t the only places they use interactive demos. Remote’s Senior Product Marketing Manager, Rodney Rasmussen, told Navattic:

“Our demos are performing really well. We're seeing significant engagement because we've made them easily accessible — embeddable on our website, linkable from emails, and even within the product itself.”

Lattice, an AI-powered people platform, uses “Take a tour” as a secondary CTA at the top of its homepage.

When people click on “Take a tour,” the page refreshes and asks users to fill out their contact information so they can send tailored follow-up emails.

The tour follows the lifecycle of a fake employee, “Emma,” to show how Lattice handles new employee onboarding, basic HR setup, goal setting, and performance reviews.

Roughly halfway through the tour, users can choose to keep going or set up a live demo with sales.

Notably, Lattice also has a “Take a free tour” CTA button at the bottom of its homepage.

But this one takes users to a whole library of tours, each of which shows a specific feature, like Payroll, Compensation, Goals, and Performance.

Prospects with higher intent tend to scroll all the way down the homepage, reading about what Lattice can do, what it integrates with, and scanning customer testimonials.

So, by the time they reach the bottom, they’re ready to explore each of Lattice’s features in detail.

AI

Neuroflash, Europe's “number one AI text & image generator,” entices users to take a tour of their image generator straight from their product page:

When users click on “Watch demo,” a new tab opens, and the Neuroflash tour is displayed.

Notably, the Neuroflash team lets visitors choose whether to go through a platform overview or to use a checklist on the bottom left to jump to specific features they care about most.

Neuroflash’s team keeps users engaged with emojis, underlined or bolded suggestions, and hints at the bottom of each step.

Some steps link out to resources or the Neuroflash Help Center, ensuring users have all the information they need to make an informed buying decision.

Lokalise, a continuous localization and translation management platform, takes the nav bar route as well:

If a visitor hovers over “Demo”, they can either schedule a personalized demo, start a chat with one of their sales reps, or explore the Lokalise product themselves through an interactive demo.

Upon clicking “Interactive demo,” the window refreshes to feature an interactive tour. The demo shows users how to use Lokalise to build workflows that automatically localize web, mobile, games, and software application content.

6 steps in, users are invited to watch a deep dive video that delves into Lokalise’s AI content, schedule a live demo, or continue on in the tour.

If a user clicks Next, the window refreshes again, and a longer, 19-step demo appears to show off more Lokalise functionality.

Maria Castañeda, Senior Product Marketing Manager at Lokalise, shared, “Navattic has been making it much easier for leads to check out use cases of the feature. Before the interactive demos, we were having trouble getting prospects to perform the action to get to the aha moment.”

Data Management

Nutshell, a user-friendly CRM and email marketing tool, embeds its interactive demo just below the fold on the homepage to give site visitors an “inside look” at the product:

The demo points prospects to various parts of the platform, prompting them to click buttons and filters as if they were using Nutshell in real life.

Roughly 10 steps in, users can start a free trial, keep exploring the demo, or join Nutshell’s next live tour.

Rally, a user research CRM, has made its demo center a core section of its website's navigation, with its “Product Tour” button in the upper right corner, and a whole part of the Resources tab.

Clicking “Product Tour” or “Learn more” takes users to a page with an intro demo and 6 other study management and recruitment, panel management, and incentives demos.

Each demo is longer than traditional tours, anywhere from 12 to 22 steps — some with built-in checklists — giving users a deeper understanding of Rally’s best features.

After users have viewed a few steps of several demos, Rally asks for their contact information to give them visibility into who is exploring Rally (and who their reps should prioritize).

Developer

Because Jellyfish, a cloud-based engineering management platform, has a wide audience and a fairly robust product, its marketing team decided to build dozens of demos, each catering to a specific part of the platform, a specific use case, or a specific persona.

In the navigation, you see “Take a Tour” CTAs under each of their platform capabilities:

And if you explore any of the use cases or role-based landing pages under the Solutions section of the Jellyfish website, you’ll run into interactive demos just below the fold:

A few steps into these demos, users are asked for their email so the Jellyfish team can send a tailored follow-up with more interactive demos and other content that pushes them in the direction of a live demo — and, eventually, conversion.

The Jellyfish team explains, “From a pipeline perspective, the new product tours have generated over $600k in pipeline over the last six months.”

DigitalOcean, cloud infrastructure for developers, has multiple tours as well. These correspond to various use cases — deploying code, creating virtual machines, and building Kubernetes clusters.

Like some of our other top customers, DigitalOcean collated these demos in a demo center, which they market on their homepage:

Partway through each demo, DigitalOcean urges users to talk to an expert. Or, they can keep going through the demo to learn more about what DigitalOcean offers.

Data Transformation

Fivetran, a cloud-based automated data movement platform, encourages site visitors to learn about their platform from the get-go, with “View interactive demo” as one of its primary CTAs on the homepage.

That interactive demo gives a good overview of what the product does, and ends with a prompt to start a free trial or explore Fivetran’s 700+ connectors.

If visitors are looking for more detailed insights about Fivetran’s important integrations, they can head to the demo center, which has nearly a dozen demos highlighting connectors with Salesforce, Jira, Facebook, Zendesk, Shopify, and more.

Although Navattic’s GA4 integration allows you to track anonymous interactive demo visitors, FiveTran captures a user’s name, email, and company to send targeted follow-ups right after someone runs through a demo.

These demos end with links to blog posts and other resources or prompt users to start a free trial.

Matillion, which ​​provides cloud-based business intelligence analytics, uses Navattic to simplify its complex product.

Product tours have their own spot in the Resources section of the Matillion website:

Clicking on Product Tours” refreshes the page to show six interactive demos, each for a separate Matillion feature:

Clicking “TRY DEMO” opens up a full-screen Navattic demo in a new tab, loading a multi-step demo. Each demo uses convincing copy to emphasize Matillion’s ease of use:

And to highlight the value it brings to end users. For example, one tooltip says:

“When configuring a CDC Source connection, Matillion leverages the secure password manager of your chosen Cloud Data Provider to store sensitive data and doesn't store any password information on Matillion servers.”

Matillion’s demos conclude with an offer of 14-day access to all Matillion features with 500 free credits.

Interactive demos are a game-changer for these industries, but they boost visitor engagement rates, time spent on your blog, and ad click-through rates — regardless of the vertical your product serves.

Want to see what an interactive demo can do for your brand? Build your first one for free.