SEO is an essential marketing strategy that can provide a healthy return on investment (ROI) over a number of years. It’s used by many different industries, but none more so than the SaaS sector.

With those in the industry needing highly relevant leads to have eyes on their products, SEO has become an invaluable part of most SaaS companies’ marketing strategy.

By optimizing your website and content for search engines, you can improve your visibility, attract more organic traffic, and ultimately increase the number of demos or trials for your SaaS product.

Providers such as Navattic, DemoStack, Storylane, and Reprise have begun providing SaaS companies with scalable and agile platforms to enrich the product demos delivered to potential clients.

What are SaaS product demos? 

SaaS product demos are interactive presentations that showcase the functionality and features of software applications. They’re crucial for introducing your specific software solution to potential customers, enabling them to explore the product’s capabilities firsthand.

During a SaaS product demo, a representative typically guides the audience through the application, highlighting key features, benefits, and use cases.

These demonstrations are tailored to address the specific needs and pain points of the target audience, illustrating how the software can solve their challenges effectively. However, in recent years, a shift in the market has increased the prominence of user-led product demos.

How SaaS product demos can increase conversions

Product demos play a pivotal role in the modern sales and marketing landscape, significantly boosting conversion rates for businesses across industries.

Product demos provide clarity and help prospects understand how a product addresses their specific needs without having to part with money beforehand. This reduces uncertainty and increases the likelihood of conversion. SaaS product demos also enable real-time interaction, enabling potential customers to ask questions and receive immediate answers to any apprehensions they may have before purchasing.

These interactive demonstrations offer potential customers a firsthand look at a product’s features, functionality, and value proposition, fostering trust and engagement.

How SEO can increase qualified traffic demo requests 

Product positioning and messaging is crucially important for SaaS companies due to the competitive markets they operate in.

Consistently delivering this messaging helps users understand the differentiation between your solution and others. While there are many forms of marketing that can be used to do this, SEO provides the most cost-effective and long-term solution in a number of ways.

Reducing CPA

SEO enhances your SaaS product’s visibility in a number of ways.

Implement strategies that optimize performance for relevant keywords that match what your audience needs. For instance, if you offer project management software, targeting highly-relevant keywords like “project management tools” can be a way of improving your website’s search performance.

Increasing brand touchpoints during the buying cycle

Compared to other industries such as retail, the SaaS industry often has longer buyer’s cycles than other industries.

Potential customers require more time to evaluate various options, understand the value proposition of different products, and make informed decisions. This extended decision-making process makes it crucial for SaaS companies to establish a strong online presence and engage potential customers throughout their buyer’s journey.

One of the reasons behind the longer buyer’s cycles in the SaaS industry is the complexity of the products and services offered. Unlike tangible products, SaaS solutions oftentimes require a deeper understanding of their features, functionalities, and potential benefits.

Potential customers need to assess how a particular SaaS product aligns with their business needs, integrates with existing systems, and provides a scalable solution for future growth.

This is where demos play a crucial role in converting users by providing a hands-on way of validating the product.

Another factor contributing to the longer buyer’s cycles in the SaaS industry is the involvement of multiple stakeholders in the decision-making process.

To address the longer buyer’s cycles in the SaaS industry, companies can leverage the power of content marketing by creating brand touchpoints with potential customers in the early stages of their research.

This can be achieved through SEO and customer-focused content, such as informative blog posts, whitepapers, and case studies that help customers feel more informed about related subjects.

User intent matching 

One of the advantages of SEO is that it enables you to align your content with user intent accurately. By understanding the keywords and search queries potential customers use to find solutions like yours, you can optimize your website and content accordingly.

This alignment improves the user experience, as visitors find exactly what they’re looking for, increasing the likelihood of them exploring your product further and hopefully converting into a user.

For example, if you have a website that sells an all-in-one HR solution. By conducting keyword research to understand the search queries related to HR pain points, you can identify the different types of user intent. Some users may be looking for information on the benefits of accurate holiday allocation, while others may search for a product tailored to their industry.

It’s important to note that matching user intent goes beyond simply incorporating keywords into your content. Understanding the context and purpose behind those keywords is equally important. By diving deeper into user intent, you can create content that ranks well in search engines an resonates with your target audience.

This alignment between user intent and site content improves the user experience, increases the chances of appearing in relevant search results, and ultimately leads to better quality leads interacting with your product demos.

Improving retention and LTV through content 

Matching user intent is crucial for enhancing the overall user experience, and its impact goes beyond immediate interactions. When a company accurately anticipates and fulfills user intent, it creates a seamless and satisfying user journey. This improved user experience fosters immediate satisfaction and contributes to better forecasting.

Understanding user intent and SEO search trends allows businesses to predict user behavior more accurately, which in turn aids in forecasting future trends. By tailoring content, services, and responses to what users want, companies can cultivate a loyal user base. Improved user retention and longer-term relationships translate to higher customer Lifetime Value (LTV) — a key metric for sustainable business growth.

The current SaaS demo landscape: An organic overview

The SaaS software demo market has witnessed significant innovation in recent years, with several noteworthy players emerging. Navattic, DemoStack, Storylane, and Reprise are among the key contenders in this space, each offering unique features and benefits.


Navattic is a solid choice for businesses looking for an easy-to-use platform for creating software demos. It offers a clean and intuitive interface, making it accessible to users with various skill levels. One of its standout features is the robust analytics it provides, helping you keep tabs on how viewers engage with your demos.

This can be incredibly valuable for understanding what works and what doesn’t. On the flip side, while Navattic excels in user-friendliness, some users may find its template library a bit limited, potentially requiring more manual design work. Additionally, its pricing might not be the most budget-friendly option for smaller businesses or startups.


DemoStack comes armed with a vast library of pre-built templates, making demo creation a breeze. For businesses seeking to save time and effort, these templates can be a game-changer. Plus, it offers a variety of interactive elements to engage your audience effectively.

The tool’s user-friendliness is also a noteworthy advantage. However, for those with more advanced customization needs, DemoStack may not provide as many options. They also offer limited pricing plans, so might not meet every user’s budget.


Storylane places a strong emphasis on storytelling within your software demos, which can be a compelling approach. By crafting narratives around your product features, it can make your demos more engaging and memorable for viewers.

Its intuitive design tools help in creating visually appealing demos that drive home your message. Nevertheless, to make the most of Storylane, you might need to invest significant time and some creative skills to effectively tell your product’s story.


Reprise offers a very similar proposition to Storylane with story-driven, on-demand demo automation solutions, which is undoubtedly its standout feature. Reprise may also offer integration capabilities with other software tools.

However, it’s worth noting that Reprise’s continued effectiveness as an active player in the market relies on ongoing updates and support.

Product Demo Market Graph
Product Demo Market Graph

In terms of organic performance, most operators within the market have seen consistent traffic levels over the past year (October 2022-2023). However, Storylane has implemented an effective SEO and content strategy that has led to their traffic growing at a significant rate compared to competitors.

Final thoughts

The SaaS software demo market is dynamic, with various tools catering to different needs.

Navattic and DemoStack excel in ease of use and customization, while Storylane emphasizes storytelling. As for Reprise, its need for consistent support helps it stay up to date with emerging trends.