How Gorgias improved engagement on key product pages with interactive demos

About Gorgias

Their story began in Paris in 2015 with a simple Chrome extension that helped users write emails faster through automation. The team stumbled upon their true market fit when they noticed most users were support agents. This key insight prompted them to pivot toward creating a specialized helpdesk for ecommerce.

Now with over 500 employees, the company has built its reputation by deeply understanding the unique challenges of e-commerce customer service and transforming how online stores handle support by blending automation with human expertise.

The platform seamlessly connects with popular e-commerce tools like Shopify, which allows support teams to access order information, customer history, and product details without switching between systems. Gorgias stands out through its emphasis on speed and context that helps brands respond faster with more relevant, personalized support, boost customer satisfaction and encourage repeat purchases.

The Gorgias Product Marketing team, led by Jordan Miller, who is a Senior Product Marketing Manager, is in charge of the way the company presents the product capabilities to prospects and customers. The team works directly at the intersection where product meets customer communication, translating complex product features into compelling narratives that resonate with busy e-commerce teams.

They help prospects quickly understand how Gorgias solves specific customer service challenges, not just what the platform does.

Challenge

"We had a bit of trouble showing prospects how our product looked, how our product worked, especially on the website when they were trying out the product on their own without talking to the sales team."  - Jordan Miller, Senior Product Marketing Manager

The problem grew worse because Gorgias frequently releases new features to meet evolving e-commerce needs.

"Our product changes quickly and it was difficult to make sure the interactive demos reflected that."  - Jordan Miller, Senior Product Marketing Manager

"We had our own solution for about two years, and in that entire time, I think we built 2 or 3 of these demos."  - Jordan Miller, Senior Product Marketing Manager

These limitations undermined their entire go-to-market strategy. Prospects left the website without deeply understanding Gorgias' actual value, sales cycles stretched longer due to unclear messaging, and users had trouble adopting new features because they couldn't see how to use them.

Solution

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Gorgias found their answer in a solution that would not only address their immediate challenges but completely change how teams across the organization engaged with prospects and customers.

Removing the demo creation bottleneck with an easy-to-use tool

"What we loved about Guideflow is the ease of use. When we met with the team, it was clear to us that anybody in Gorgias, whether you're a marketer or a customer education person, would be able to create these demos and use them for a variety of use cases."  - Jordan Miller, Senior Product Marketing Manager

"That very first time I sat down, it was really clear to me that I was able to make multiple demos without needing to ask for help. It was a great experience."  - Jordan Miller, Senior Product Marketing Manager

Using up-to-date interactive demos on the website to showcase product capabilities

These demos were continuously refreshed as the platform evolved, ensuring prospects always saw the latest capabilities. This shift made the website far more effective at communicating value, helping visitors quickly grasp what Gorgias could do for them without needing a sales call.

As a result, engagement on these pages surged: the flagship demo flow now reaches a 60 % completion rate, and visitors who interact with a demo convert to the sales pipeline at a significantly higher rate—turning the website itself into a powerful growth lever.

Enabling quick updates with simple editing capabilities

"Now instead of redoing the entire demo, it's super easy to only change particular steps."  - Jordan Miller, Senior Product Marketing Manager

This approach let them keep demos current with minimal effort. The team maintained several demos simultaneously, ensuring prospects always saw the latest features. This eliminated both the maintenance headache and the risk of showing outdated capabilities to potential customers.

Helping users understand platform’s value fast across the entire journey

The team found surprising new uses for these demos beyond their initial plans. At trade shows and conferences, the offline functionality proved invaluable, eliminating worries about spotty venue internet. Their customer education also improved significantly as users could now follow visual, step-by-step guides on their own when setting up complex features.

Benefits

Higher engagement on key product pages

As a result, visitors spent more time exploring the platform and developed a much clearer understanding of its capabilities. The main product demo now reaches a 60% completion rate which is an indicator that prospects are not just clicking, but actively engaging with the experience to better understand how the product works and how it can help them.

This shift turned key website pages into effective discovery touchpoints. By making the product more accessible and easier to understand, the team improved both engagement quality and the clarity of Gorgias’ value proposition early in the buyer journey.

“We've significantly increased our demo output, improved engagement, and achieved a 60% completion rate for our main product demo."  - Jordan Miller, Senior Product Marketing Manager

Increased speed and frequency of demo creation

"It takes maybe 20 minutes, 30 minutes to make a demo, even for somebody who doesn't have experience making interactive demos or technical skills. So it was just night and day from our old system."  - Jordan Miller, Senior Product Marketing Manager

"Creating demos was a slow and technical process, which limited our production to just a few demos over several years. With Guideflow, we now have an intuitive platform that allows any team member to create demos in minutes. As a result, we've significantly increased our demo output, improved engagement, and achieved a 60% completion rate for our main product demo."  - Jordan Miller, Senior Product Marketing Manager

Expanding across entire organization

"Within two weeks a bunch of other teams expressed interest in using it too."  - Jordan Miller, Senior Product Marketing Manager

This cross-team adoption created consistency in how Gorgias presented their product across all touchpoints. Prospects experienced coherent messaging whether they encountered the platform through marketing content, sales conversations, or customer success interactions. The unified approach strengthened their overall brand presentation and reduced confusion about platform capabilities.

Why Guideflow

"Our old demo system was too complex and difficult to update, which made it hard to keep up with the rapid product changes. With Guideflow, we now have a simple, no-code solution that allows us to quickly update demos without technical expertise. As a result, our demos are always up-to-date, which enhances the effectiveness of our sales teams and improves our communication with prospects."  - Jordan Miller, Senior Product Marketing Manager

The platform's flexible editing tools directly solved their struggle with outdated demos. Instead of rebuilding entire experiences when features changed, team members now update specific steps in minutes. Their demonstrations evolve alongside their product without creating maintenance headaches.

These targeted updates ensure prospects always see accurate representations of current capabilities. Gorgias eliminated the competitive disadvantage of showing outdated content while dramatically reducing the time investment needed to maintain high-quality demos.

Guideflow's versatility lets Gorgias deploy demos across multiple contexts. From website integration to offline presentations at trade shows, the platform adapts to various needs without requiring different tools. This flexibility means a single investment serves multiple organizational goals.

The platform's analytics provide clear insights into how prospects engage with their demonstrations, enabling data-driven improvements in both content and presentation. This approach helps Gorgias optimize their demo strategy based on actual user behavior rather than guesswork.