Kofi on the six-week rewrite that doubled qualified demo requests, and the metric he refuses to optimize.
What you'll take away
- The pricing page is the first sales rep a buyer meets — make it count.
- Qualified demo requests doubled after removing the "request a demo" button.
- The metric worth optimizing is not conversion rate — it is time-to-value.
Timestamps
- 00:00Cold open
- 03:15The pricing page audit
- 12:30What the data showed
- 25:00The six-week rewrite
- 35:45Results and what to measure
Episode notes
Most pricing pages are designed by committee. The result is a page that nobody loves and everybody signed off on.
Kofi walked us through the rewrite that started with removing the demo request form entirely and ended with a 112% increase in qualified demos.
The key insight: buyers who are ready to talk to sales already know what they want. The page should accelerate them, not capture them.