Showing the product on the website became the norm

A few years after Navattic launched, product-led growth gained traction. G2 and TrustRadius became common stops along the buyer journey. Prospects began to expect not only to see the product, but to explore it, form their own questions, and do it without speaking to a salesperson.

"If you look back at how many websites had an interactive demo on their website in 2020, it was like 0.2%," Neil shared. In the span of three years, it became a common practice for prospects to experience the product early on in the buying cycle.

Common practice did not mean widely adopted yet. In 2023, only 9% of B2B websites had a Product Tour CTA, up from 5% the year before.

Ramp published their demo on the homepage that year. After that, the number kept climbing: 12% in 2024, then 18% in 2025, a 50% jump in one year*.

"Looking back, I'd say there's been a huge mentality shift when it comes to gatekeeping your product," Randy observes. "Demo software has enabled buyers to see the product faster and enabled vendors to showcase their product's value faster, too."