Case study · 2024 → 2026
Lead preservation
Visitors who started a demo request and left used to vanish. Now they stay in the pipeline.
- Book a Demo widget, on every page
- 1Book a Demo widget, on every page
- steps from first click to Sales
- 4steps from first click to Sales
- in production since
- 2024in production since
- of forms behind a CAPTCHA
- 100%of forms behind a CAPTCHA
- Role
- My idea. Designed it and led it with RevOps
- Team
- The second engineer on my team, RevOps and Sales
- Timeline
- 2024 → today
- Stack
- In-house WordPress plugin, Account Engagement (Pardot), Salesforce, Turnstile
01·The problem
Before 2024.
Only a couple of pages had a form, and a visitor who started a demo request but didn't finish simply disappeared.
Half-finished requests vanished
Someone could fill in their details, get distracted before picking a time and leave. Nothing was kept, so Sales never knew they existed.
No attribution
Paid ads had no conversion tracking, so nobody could say which channel actually brought a demo.
No protection
No CAPTCHA and little structure inside the forms.
02·The idea
A visitor who starts a request is already a lead. Keep them.
Before
- Visitor starts a demo request
- Leaves before booking
- Lost
Now
- Visitor starts a demo request
- Leaves before booking
- Kept as a lead
- Salesforce, with source and UTMs
- Sales follows up
- 1
One widget, everywhere
The in-house Book a Demo engine sits on every page: booking, dynamic time zones and CAPTCHA.
- 2
Details first
Contact details are saved when the form is sent, before the calendar step.
- 3
No time picked? Still a lead
If the visitor leaves, the lead still reaches Salesforce, tagged so Sales knows the demo wasn't booked.
- 4
Routed with context
Source and UTMs travel with it, so Sales knows where the visitor came from.
03·How it evolved
From a couple of forms to a conversion engine.
- 2022Request-a-demo forms on a couple of pages.
- 2023A chat-style booking modal, with A/B tests.
- 2024Forms move to Account Engagement, and lead preservation starts.
- Jan 2025Our own form handler replaces third-party form logic.
- Jun 2025The in-house Book a Demo engine: booking, time zones, attribution and Salesforce hand-off.
- Oct 2025Widget v1.2 rolls out across the site.
- Nov 2025Cloudflare Turnstile CAPTCHA on every form.
- Jun 2026Booking analytics, a qualifying question, a sticky Book a Demo bar and a review badge.
04·Attribution
Then the next question: which channel really brought them?
With RevOps, I analyzed the journeys behind our demo leads and proposed recording first and last touch in Salesforce.
- 1
Follow the journey
We looked at the channels each demo lead touched before converting, over six months.
- 2
Find the gap
Some leads convert on a different channel than the one they first came from, so a single source field gives the credit to the wrong place.
- 3
Propose the model
First- and last-touch fields in Salesforce, with AI assistants tracked as their own channel.
05·What it unlocked
The point was never just the feature.
Paid ads became measurable
Ad landing pages, Google and Meta conversion events, and ad leads routed into Salesforce with their source.
A first- and last-touch model
The attribution work led to a proposal for first- and last-touch fields in Salesforce, plus AI assistants as their own channel.
A cleaner hand-off
Every preserved lead reaches Sales tagged as a demo that wasn't booked, with its source, so the follow-up fits the visitor.
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