Lead Generation Landing Page That Shows Your Product

A lot of lead generation landing pages are built around a giveaway: a white paper, a checklist, a webinar seat. involve.me defines the page as one that collects details such as a name and email in return for something valuable. The visitor gets the PDF, you get the address, and you hope the PDF makes them think of you later.

If you sell software, you already own something more valuable than a PDF: the product. The person who clicked your ad wants to know one thing, whether it does what they need. So the page I would send them to is the product itself, shown in short demos, behind a short form.

This post covers what a lead generation landing page needs, why that matters more when you sell SaaS, and how to use your DemoSix "Watch a Demo" link as the page a Facebook, Instagram or Google ad opens.

What a lead generation landing page needs

The basics are much the same in most guides, and they are worth getting right before anything clever:

• One goal. Unbounce says a good landing page focuses on a single conversion goal and cuts the links that carry visitors away. Leadpages gives the same advice and recommends removing the main site navigation.
• Message match. The page has to deliver what the ad promised. Google Ads Help says the page should closely match the ad and keywords, and should mirror the call to action in the ad text. Its example: if the ad encourages a sign-up for a free tour, the page might feature a sign-up form.
• A short form. Leadpages says every extra field lowers conversion, and that for most lead pages name and email are enough. Unbounce also says to link your privacy policy next to a form that collects personal details. (Both companies sell landing page builders, so read their numbers as advice from people with a stake in it.)
• Tracking from day one. Leadpages says to add your Facebook Pixel and other conversion tags before you send any traffic, because without them you cannot tell what is working.

That is the checklist. What it does not tell you is what to put on the page when the thing you sell is software.

Why a SaaS landing page has a harder job

Unbounce's SaaS report puts the median SaaS landing page conversion rate at 3.8%, against 6.6% across all industries. Its own explanation is that SaaS is a hard sell: complex features, several pricing tiers, crowded markets, and "the need for demos to clearly showcase product benefits." The same report finds that 79% of SaaS landing page visits happen on mobile. (Unbounce sells a landing page builder, and these are medians, so treat them as a rough yardstick, not a target.)

Unbounce's own best practices include a rule that fits this almost too well: show your product in action, with screenshots, animations or demo videos, because it helps visitors picture themselves as your customer.

So a SaaS ad has two jobs. It has to get the click, and the page has to answer "does this do what I need?" faster than a headline can. A PDF doesn't answer that. A short demo can.

The page where the demo is the offer

This is what a DemoSix "Watch a Demo" link does today. The visitor opens a page with your company's branding. They enter a name and email, agree to share their details and viewing activity with you and to receive your emails, and then they watch. No account needed. The link opens only the channels you select, so you choose which demos each link shows.

You see each lead in your Leads list with which demos they watched and how far they got. That last part is what a PDF download can never tell you. Someone who watched half of your pricing walkthrough and stopped is a different follow-up from someone who watched three demos to the end. You can read more about that on the Who watched page, and about the library behind it on Demo software and Product demo videos.

Two things are new. The same link now works as the page an ad opens, and every lead that comes in through it is marked Ad. You can also add your own Meta Pixel ID and Google tag in Library Settings, so your ad account counts each lead as a conversion. Those are on the pricing page and in the product FAQ today.

How to set it up, step by step

1. Pick the one question the ad answers. One ad, one question: "How does it handle onboarding?" or "What does the reporting look like?" Don't send every ad to a tour of everything.
2. Make a short demo for that question. Record it with DemoSix Recorder on Mac or Windows, or upload a video you already have, up to about six minutes. One question per demo.
3. Put the demos in one channel. Group them by the question or the buyer.
4. Make a Watch a Demo link that opens only that channel. A workspace can hold several links (5 on Standard, 10 on Teams, unlimited on Enterprise), each with its own name, channels and form, so you can keep one link per campaign and the demos match the ad.
5. Copy the link for ads and paste it in as your ad's destination. Facebook, Instagram or Google, it is the same link.
6. Add your Meta Pixel ID or Google tag in Library Settings. Use your own. DemoSix does not run your ads and does not hold your ad account.
7. Match the words. Name the link and the demos in the same words the ad uses. That is the message match from the checklist above, and it costs nothing.
8. Test it on your phone before you spend. Open the link, fill in the form, watch, and check in your ad account that the conversion shows up. Given that most SaaS landing page visits are on mobile, a phone is the right place to test.

What your ad account sees, and what it doesn't

Meta's documentation says tracked conversions show up in Ads Manager and Events Manager, where you can judge your funnel and calculate return on ad spend. Meta also says the pixel's base code must be on every page where you want to track conversions. Here, the code loads on your Watch a Demo page, so you do not install anything yourself.

What the ad account learns is that a lead came in. Our privacy policy is specific that DemoSix sends your visitor's name, email and answers to neither Meta nor Google through this. The page says so under the form, with a link to turn the measurement off, and the code does not load at all when the visitor's browser sends Global Privacy Control.

That has one practical consequence. Some visitors will turn it off, so your ad account's count can run a little under the number of leads in your DemoSix list. Treat the Leads list as the full count and the ad account's number as the signal your ad platform uses to learn. The company that adds its own pixel is responsible for it. The privacy policy says so, and it is worth a read before you switch it on.

What this is not

Be clear about what you are buying. DemoSix is a video library with lead capture, not a general landing page builder, and I would not pretend the page replaces a long sales page. It is the right destination when the thing your visitor wants is to see the product.

Asking for an email before the video will also cost you some viewers who would have watched if it were open. That is the trade: you get a name for every watcher. If you would rather keep visitors on your own site, the same form can also be added to your own page on every paid plan, with the sites you allow listed by an Owner or Admin. The ad label and the ad tracking described above are for the DemoSix page. If you are weighing this against Meta's own lead form, I compared the two in Facebook lead ads vs an ad that opens a demo.

Capture Leads is on every plan: Basic has one link and 50 new leads a month, free; Standard and Teams have unlimited leads and a free 7-day trial (a payment method is needed to start it). Check the numbers on the pricing page before you raise an ad budget.

The takeaway

A lead generation landing page earns its place by answering the question the ad raised. For most downloads that means a PDF. For software it means the product. Make one short demo per question, send the ad to a link that shows just those demos, and look at who watched what before you follow up.