State of the Interactive Product Demo 2026
With over 40,000 interactive demos built on Navattic in the past year, this report analyzes the top 1%, 10%, and 25% of those demos.
Our 4th year of publishing this report, we conduct it every year to:
- Give benchmarks to compare your interactive demo metrics to
- See what top-performing demos have in common
- Share best practices for demo format, length, and tone
With over 40,000 interactive demos built on Navattic in the past year (a 43% increase from last year), this report analyzes the top 1%, 10%, and 25% of those demos.
What is different this year? We heard your feedback that last year the report covered a lot of information, but at times it could be a bit overwhelming.
We split our analysis into 2 reports this year. This report focuses on the website embed and marketing use case and how marketers collect data from those demos.
A separate report will be coming out soon for using interactive demos for demo automation in the sales use case.
What are interactive demo benchmarks for 2026?
When benchmarking your demos, we recommend first comparing them against the top 1%, 10%, and 25%. If you are new to demo building, start at 25% and work your way up to 10% or 1%.
To get more granular, you can also benchmark against your specific company size or industry (see Who uses interactive demos in 2026?).
Study methodology: How we calculate each metric
Qualifiers for Top 1%, 10%, 25%: All demos included required at least 100 unique engaged users throughout the year. The top percentages are based on the demo CTR.
Review the definitions below before benchmarking your demo:
Engagement Rate: Unique Engaged (users who make it past step one of the demo) / Unique Visitors (all unique users who viewed the demo)
Completion Rate: Unique Completed (users who complete the first demo flow) / Unique Visitors (all unique users who viewed the demo)
CTR: Unique Navigated (users who click on a CTA to an external link) / Unique Engaged (users who make it past step one of the demo)
Time Spent: Total Session Duration in Minutes (Average time user spends on a demo) / Unique Visitors (all unique users who viewed the demo)
Top 1% of interactive demo metrics
Metrics for the top 1% of our customer interactive demos were determined by unique engaged users and click-through rate.
Top 10% of interactive demo metrics
Metrics for the top 10% of our customer interactive demos were determined by unique engaged users and click-through rate.
Top 25% of interactive demo metrics
Metrics for the top 25% of our customer interactive demos were determined by unique engaged users and click-through rate.
How many SaaS websites include an interactive demo CTA?
Every year, we look at the same random sample of ~5000 B2B SaaS websites to see how many include a CTA that indicates an interactive demo (ex: explore product, product tour, take a tour, etc). Some websites may have included multiple types of CTAs.
| Website CTAs | % of websites |
|---|---|
| Book a Demo CTA | 61% |
| Try for Free CTA | 22% |
| Interactive Demo CTA | 18% |
Who makes up these websites
The most common sub-industries for these 5,000 B2B SaaS websites are: Data Infrastructure & Analytics, DevTools / Cloud Infrastructure, Cybersecurity, GTM tech, FinTech, Logistics Tech, and HR Tech.
Company size ranges from startups (1 - 50 employees) to enterprises (1k+ employees).
Over the past 4 years, there has been a 260% increase in interactive demo CTAs.
Who uses interactive demos in 2026?
Larger technical B2B SaaS companies such as midmarket or enterprise GTM tech, fintech, or Cybersecurity, see the highest engagement and completion rates.
This section is looking at the companies that had demos within the top 10% of interactive demos built on Navattic.
Top 10% of interactive demo metrics by industry or company size.
For the top 10% of interactive demos, we also added an option to get more granular and see benchmarks for engagement, completion, CTR, and time spent by company size or industry.
Filter for either your industry or your company size below.
Industry and company size breakdown
See the full breakdown of benchmarks for industries and company size below.
| Company size | Engagement Rate | Completion Rate | Click-through rate | Time spent |
|---|---|---|---|---|
| 1 - 10 | 52% | 37% | 33% | 4.0 |
| 11 - 50 | 51% | 37% | 36% | 3.5 |
| 51 - 250 | 53% | 39% | 35% | 3.2 |
| 251 - 1000 | 55% | 42% | 33% | 2.7 |
| 1000 - 10000 | 56% | 41% | 34% | 3.6 |
| 10000+ | 57% | 43% | 35% | 4.5 |
| Industry | % of companies | Engagement Rate | Completion Rate | Click through rate | Time spent |
|---|---|---|---|---|---|
| Fintech | 12% | 57% | 47% | 38% | 4.3 |
| GTM tech | 10% | 51% | 33% | 29% | 3.1 |
| Cybersecurity | 9% | 53% | 41% | 33% | 5.9 |
| HR tech | 9% | 53% | 39% | 35% | 2.8 |
| Edtech | 5% | 58% | 40% | 44% | 3.0 |
| Other | 5% | 54% | 43% | 38% | 3.9 |
| Health tech | 5% | 46% | 34% | 32% | 3.0 |
| Data | 5% | 48% | 32% | 36% | 3.2 |
| Cloud & IT tech | 7% | 52% | 40% | 32% | 2.7 |
| Logistics tech | 4% | 53% | 36% | 32% | 3.0 |
| Ecommerce | 4% | 55% | 33% | 38% | 2.1 |
| Productivity software | 3% | 54% | 39% | 30% | 2.3 |
| Construction tech | 3% | 56% | 39% | 27% | 2.9 |
| Travel & leisure tech | 3% | 51% | 34% | 34% | 2.1 |
| AI | 3% | 59% | 35% | 40% | 5.4 |
| Manufacturing tech | 3% | 51% | 42% | 31% | 2.5 |
| Telecommunications | 2% | 60% | 40% | 37% | 2.8 |
| Customer tech | 2% | 60% | 40% | 37% | 2.8 |
| Climate tech | 2% | 41% | 29% | 35% | 3.1 |
| Developer tech | 2% | 43% | 40% | 34% | 2.3 |
| Gov tech | 2% | 56% | 55% | 35% | 2.9 |
| Legal tech | 1% | 53% | 41% | 38% | 3.4 |
| Nonprofit tech | 1% | 54% | 43% | 30% | 3.1 |
| Insurance tech | 1% | 69% | 46% | 24% | 4.9 |
| Use Case | Time Spent |
|---|---|
| Marketing | 2.3 mins |
| Sales | 6.5 mins |
| Training | 19.7 mins |
What are the best practices for top-performing interactive demos?
This section is looking at best practices for demo setup from the top 10% of interactive demos built on Navattic.
Shorter, multi-flow demos with minimal text. The optimal demo has 5-13 steps per flow, uses multiple flows, and keeps dialog boxes to 25-30 words.
Step text, length, and format
This section looks at the most common step count, number of flows, and word count per step.
| Number of flows | Engagement Rate | Completion Rate | Click through rate |
|---|---|---|---|
| One | 55% | 35% | 25% |
| Two or more | 58% | 57% | 25% |
Commonalities for top-performing step content
- Average word count: 25-30 words per dialog box
- Dialog background: Dark, neutral dialogs over light or bright colors
- Emoji usage: Mix of emojis and no-emojis, no strong evidence that emojis impact step performance
Introductory step
This section looks at commonalities within the first step of top-performing demos.
Commonalities for step one:
- Beacons: 24% include visual indicators to guide attention to key areas
- Navigation Control: 23% hide navigation buttons (forward and back buttons throughout the demo) and opt for a single button on the first step
- Images: 12% have images, such as a logo, on the first step
- Word count: 27 words average, 10-20 optimal range
- Address the users: 29% use "you/your" language
Internal demo CTAs
This section looks at commonalities for CTAs within an interactive demo.
Commonalities for internal CTAs
- Number of CTAs: Average of 5 CTAs
- Steps with CTAs: Average 1 to 2 steps with a CTA per demo
- Text: Move visitors down funnel with "Try for free" or "Book a demo"
- Button type: Primary over secondary button type
- Button colors: Cluster around two categories - Neutrals (Black and white) or standard trust and action tones (Blue and Yellow)
| Color | % |
|---|---|
| #141414 (Black) | 28% |
| #ffffffff (White) | 17% |
| #fff0c800 (Light yellow) | 2% |
| #1890 (Vivid blue) | 2% |
| #e7ecfc (Light blue gray) | 2% |
| #e4f222 (bright yelow) | 1% |
| CTA | % |
|---|---|
| Try for free | 21% |
| Book/ request a demo | 18% |
| Other | 13% |
| View more | 12% |
| Get started | 5% |
| Talk to expert | 4% |
| Submit | 4% |
| Explore more | 4% |
| Learn more | 3% |
| Let's go | 2% |
| See pricing | 1% |
| Apply now | 1% |
What are the common features of top-performing demos?
This section is looking at the capture, feature, and mobile strategy for the top 10% of interactive demos.
HTML web captures are most popular for capture type, with a growing mobile strategy adoption. 86% of top demos use web captures, and 52% have mobile strategies for when viewers are looking at demos on a mobile device.
Capture Strategy
Capture strategy is how you choose to capture your product within your interactive demo, through HTML web captures or screenshot/video media captures.
Capture terminology:
- Web captures: responsive HTML clones of your product that show interactivity, such as scrolling and hover-states
- Media captures: screenshots, GIFs, or videos of your product.
Note: One demo can include multiple types of captures (web and media).
| Feature | % of demos |
|---|---|
| Custom theme | 63% |
| Navigation buttons | 59% |
| Edited captures | 52% |
| Escape view | 22% |
| CTA Banners | 8% |
| Video players | .2% |
| Voiceovers | .2% |
Mobile Strategy
Mobile strategy is what your interactive demo shows when being viewed on a mobile device.
Mobile strategy terminology:
- Mobile scaled view: The interactive demo is scaled down to a mobile screen
- Mobile swipe demo: A swipeable, dedicated mobile format
- Mobile alert: A custom message informing the viewer to revisit the demo on a larger device, or redirecting the mobile viewer to a video instead
How to promote demos on the website
This section looks at how the top 1% of interactive demos promote their demo on their website.
Most commonly promoted with a CTA above the fold or in the navbar: Product pages and homepages are the most common pages. 52% of the Top 1% demos were placed in multiple website locations.
| Placement | % of websites in 2025 | % of websites in 2024 |
|---|---|---|
| Product pages | 62% | 19% |
| Homepage | 48% | 8% |
| Demo center | 44% | 47% |
| Product tour page | 5% | 20% |
| CTA location | Click through rate |
|---|---|
| Navbar | 68% |
| Above the fold | 68% |
| Midpage | 69% |
| Bottom of page | 59% |
| CTA | Engagement Rate | Completion Rate | Cick throuh rate | Time spent |
|---|---|---|---|---|
| Take a tour | 57% | 45% | 70% | 2.4 |
| Explore product | 44% | 39% | 68% | 1.7 |
| See product tour | 43% | 36% | 69% | 1.6 |
| Product tour | 57% | 47% | 68% | 2.7 |
| Demo center | 74% | 65% | 76% | 4.0 |
| View product tour | 70% | 41% | 65% | 3.5 |
How to identify demo visitors
This section looks at how the top 1% of interactive demos identify who is going through their demo and where they send that data to.
Ungated demos outperform gated. 66% of top demos are ungated, showing 6% higher engagement. When gates are used, 75% use just one field.
Form gating
This section looks at how many demos choose to add a form gate to their demo, where in the demo they place the form, and how they structure the form.
| Form type | Engagement rates | Completion rates | Click through rates |
|---|---|---|---|
| Ungated | 58% | 49% | 69% |
| Gated | 52% | 42% | 72% |
| Gate placement | % of demos | Engagement rate | Completion rate | Click through rate |
|---|---|---|---|---|
| First | 34% | 57% | 49% | 77% |
| Middle | 20% | 59% | 50% | 74% |
| Last | 45% | 56% | 45% | 71% |
Identification methods and integrations
This section looks at the most popular methods to identify which visitors are going through an interactive demo and where that data is most commonly sent.
Identification terminology:
In Navattic, visitors can either be identified by a form or by Navattic JS.
- Form: Native Navattic form, 3rd party form, or a form embedded within the demo
- Navattic JS: A tracking script you can install on your website to connect Navattic demo visitors with other available data from your marketing site
| Identification method | % of identified visitors |
|---|---|
| Navattic JS | 88% |
| Forms | 5% |
What are the key takeaways?
Interactive demo adoption: 18% of 5k B2B SaaS websites have interactive demo CTA (up from 12% in 2024).
CTR has increased: The top 1% of demos have a 71% CTR (up from 54% in 2025).
Multi-location demo placement on websites: 52% of the top 1% have multiple demo placements. Most popular:
- Product pages: 62% vs 19% last year
- Homepages: 48% vs 8% last year
- Demo center: 45% vs 47% last year
Multi-flow demos > single-flow: 48% higher completion rates than single-flow demos. Per flow 5 - 13 steps remain the optimal length.
Ungated demos: 65% of demos are ungated, 6% higher engagement. If they use a gate, 75% use just one field.
Step 1 tips
- 72% use an introductory modal
- 27 words average, 10-20 optimal range
- Address the users: 29% use "you/your" language
- 24% include visual beacons
- 12% have images on the first step
Step design tips
- 63% of demos use a custom theme
- Dark or neutral dialog colors are most common
- Minimal copy (25-30 words per step)
- Action-oriented CTA copy like "Try for free," "Book a Demo,"
- No real meaningful difference in emojis vs no emojis
HTML web > screenshots
86% of top demos use HTML/CSS web captures. 52% use edited captures (which you can only do on HTML / CSS).
Mobile strategy rising
52% of demos now have mobile strategies, including mobile scaled view (37%) and mobile swipe demos (15%).
Mobile users spend half as much time (1.2 minutes on mobile vs 2.7 minutes on Desktop), so keep mobile demos shorter.
Navbar and above-the-fold placement maximize CTR
80% of top 1% demos are promoted above the fold or in the navbar.
Navbar and above-the-fold placement have a 68% CTR, outperforming midpage and bottom placements (64% CTR)
Fintech, sales/marketing tech, and cybersecurity lead adoption, with larger companies showing stronger performance
Fintech, sales/marketing tech, and cybersecurity most popular industries. Larger companies (10,000+ employees) show the highest engagement and completion rates.
Integrations
25% of workspaces use Navattic JS for visitor tracking, with HubSpot (66%), Slack (33%), and Salesforce (20%) being the most popular integrations. 88% of demo visitors are identified by Navattic JS vs 5% by forms.
Feeling inspired to build or update demos?
If you’re not already using interactive demos, you can try building one for free.
If you’re already a customer, try Copilot Review to see how your demos stack up against these best practices. Copilot Review will give you a demo score, and you can one-click apply any suggestions to your demo.