Turn product interest into a clearer path to a demo.
Xivic connected journey analysis, website implementation and live tests across HireVue’s product and demo journeys: adding earlier demo opportunities, testing the invitation and building an interactive product walkthrough.
Understanding the product and requesting a demo belong to one journey.
HireVue needed prospective customers to understand a broad hiring platform and take the next step toward a demo. What visitors saw, how calls to action behaved and how completed requests were measured all shaped that journey.
Xivic examined the path across landing pages, product pages and chatbot booking, then put changes into use.
From observed behavior to working changes.
- 01 · Understand
Separate the paths in the reporting.
Journey analysis identified interaction problems and distinguished demo-form submissions from chatbot meeting bookings. The reporting made that measurement change visible, so the team could examine what each path produced.
- 02 · Test and implement
Use live tests to choose the next page.
Successive landing-page variations went live, with findings informing the replacement of the previous page. Xivic also implemented calls to action on platform and solution pages and added demo buttons on case-study pages. A March–April 2024 navigation test compared “Request a Demo” with “Let’s Chat,” examining click-through and meeting bookings for each invitation.
- 03 · Explain the product
Let visitors explore how it works.
Xivic implemented an interactive how-to walkthrough for the Structured Interview Builder and a video experience for mobile. Navigation, interlinking and tracking connected the new experiences to the wider site.
More places to act. More ways to understand the product.
Visitors could request a demo earlier in the page journey and explore the Structured Interview Builder through an interactive walkthrough, with a video experience for mobile. The team could assess specific page and CTA changes through ongoing reporting.
The work connected observation, implementation and measurement. Some experiments produced little change, giving the team a reason to reconsider the next step rather than treating every release as a win.
What do buyers need to understand before they act?
Let’s look at the journey from first interest to the next useful conversation.