How Amplitude boosted website signups by 20% with interactive demos

About Amplitude

The Amplitude Growth Marketing team, where Colin is working as a Web Product Manager, is in charge of optimizing the website experience to increase engagement and drive growth and demand gen. The team identifies friction points in the user journey, improves discoverability of product value across web pages, and implements solutions that help visitors better understand what Amplitude offers, especially on their first visit.

The Growth Marketing team hand-in-hand with the wider marketing team to support a common objective: drive higher engagement across the site, deliver a clearer view of Amplitude’s product value, and generate more conversions. To achieve this, his team continuously experiments with new ways to help visitors understand and interact with Amplitude’s capabilities, from website UX optimizations to strategic content placement.

Challenge

Driving engagement across the website was becoming increasingly challenging. The Growth Marketing team had one clear goal: make Amplitude’s full product offering more visible and accessible, especially to first-time visitors in order to generate more qualified signups.

But despite a variety of content on the site, including videos, screenshots, and feature explainers, something wasn’t clicking. Many visitors were only scratching the surface. New product features, some of the most powerful parts of the platform, were getting overlooked. As a result, Amplitude was missing opportunities to convert interest into action.

"What we weren't seeing was a ton of engagement to some of our newer products, and so we were trying to think of an opportunity to demo that much easier—how to be ungated and highlight our products even more.” - Colin Craft, Web Product Manager, Growth Marketing

The team knew they needed a better way to let visitors explore the platform. It had to be intuitive, relevant to different audiences, and frictionless, both for users and for the internal teams managing the site. That’s when they started exploring interactive demos.

Solution

That’s when the team pivoted toward a new approach: using guided interactive demos to help visitors discover Amplitude’s value in a more purposeful and intuitive way. The goal wasn’t just to show the product, but to make it understandable and accessible.

Moving from static content and an unguided demo to role-specific interactive demos

Each demo was carefully built to align with a core audience:

"We wanted to make it easier to demo what Amplitude can do, how to be ungated and highlight our products even more.” – Colin Craft, Web Product Manager, Growth Marketing

Launching a demo center to guide deeper exploration

Rather than sending visitors to a single, generic demo or relying on isolated demos across different pages, the demo center acted as a hub where users could choose the most relevant path based on their role or goals. The experience was entirely self‑serve, allowing each visitor to start with the use case that mattered most to them.

This approach directly addressed the limitations of the previous setup. Unlike the static content or the unguided live demo environment, the demo center provided structure, relevance, and guidance. By consolidating the interactive demos in one accessible location and organizing them around real‑world use cases, Amplitude created a much more intuitive and flexible entry point into the product, built for exploration, not just exposure.

"That’s when I found Guideflow, in order to build an interactive product tour experience to help guide people through various use cases like user onboarding optimization for product managers or web personalization for growth marketers." – Colin Craft, Web Product Manager, Growth Marketing

Benefits

+20% lift in account signups

An A/B test comparing this new experience with their previous live demo environment revealed a clear win: users interacting with the demo center were over 20% more likely to create an account. This uplift validated the hypothesis that guided demos, when aligned with real‑world roles and problems, can improve conversion outcomes.

"We ran a test using the demo center and saw over a 20% lift in signups. That was super exciting.” – Colin Craft, Web Product Manager, Growth Marketing

This increase in signups wasn’t just a numerical win. It demonstrated that prospects were finding value more quickly and making the leap from interest to action with less friction.

Faster execution without engineering bottlenecks

The marketing team gained full ownership of the demo creation process, reducing dependencies and increasing their ability to experiment at speed. With only light involvement from design, they could test ideas, roll out updates, and react to data in real time.

"I didn’t have to tap any engineers to build out this experience. I did get some design help from our design team, but the self-serve aspect has been a huge help. We were able to get it up and running quickly, run the experiments, and measure the impact much faster than we would have been able to while using our engineering team.” – Colin Craft, Web Product Manager, Growth Marketing

A validated lever for product-led growth

Prospects were no longer expected to sit through a video or explore an open‑ended environment with no guidance. Instead, they were shown exactly how Amplitude could help them in their role, and could experience that value in minutes, on their own terms.

"Across all our main PLG metrics, we’re seeing huge impact by utilizing the interactive product tours.” – Colin Craft, Web Product Manager, Growth Marketing

Why Guideflow?

They needed a better way to demo the product: one that was structured, self‑serve, and easy to tailor to different use cases. Guideflow offered exactly that.

With Guideflow, the team could quickly build interactive product demos that walked visitors through key workflows step by step. It gave them the flexibility to create demos that felt personal and relevant to each type of visitor without having to involve engineers. The self‑serve nature of the platform meant faster experimentation, easier iteration, and complete ownership by the marketing team.

Guideflow didn’t just replace the old experience it introduced a new way to engage prospects which resulted in an increase of signups and an improvement of PLG metrics.