We Audited 100 B2B SaaS “Book a Demo” Pages: What They Ask and What They Show (2026)

• 7

  fields on the median demo form

• 0/100

  pages showing a calendar before you submit

• 0/100

  offering a live demo without booking

• 61/100

  offering a way to see the product without a call

Key findings

• The median demo form shows 7 fields and marks 6 as required. That is across the 95 pages that showed a form; the shortest had 1 field, the longest 12.
• 53 of 95 (56%) forms ask for a phone number, and 32 of 95 (34%) require one.
• None of the 100 pages showed a calendar before submitting. 18 of 100 (18%) load a scheduling tool, which usually offers times after the form is sent.
• 22 of 100 (22%) pages showed a chat on arrival, and 7 of them called themselves AI. 55 of 100 (55%) loaded a chat tool’s script.
• 61 of 100 (61%) companies offer a way to see the product without a call, most often a free plan or trial. None offered a live demo you can start without booking.
• 4 of 100 (4%) pages say how soon someone will reply.
• 19 of 131 (15%) eligible companies had no CTA leading to a demo or sales request in their nav or hero. Most offered a free plan, recorded demos or a generic contact link instead.

How we did it

The list. We walked the Forbes Cloud 100 2025, published by Forbes with Bessemer Venture Partners and Salesforce Ventures on 3 September 2025 and still the edition forbes.com served when we ran the audit, in its rank order. Its 100 companies gave us 60 that qualified, so we continued with the companies new to us in the 2024, 2023, 2022 and 2021 editions, in each one’s rank order, until 100 had qualified. We fixed the list before loading a single page, so no company was picked for what its page shows.

Who is in. A company is in the sample when it sells software to businesses and its homepage offers a demo or sales request in the nav or the hero: a link or button whose label names a demo or sales (Book a demo, Get a demo, Talk to sales, Contact sales, Talk to an expert, Schedule a call) or whose link points to a demo or sales page. Items in a nav menu count. A generic Contact us or Get started does not, and neither does a link to recorded demos. We followed that CTA to its page, which we call the demo page.

Who is out. Every company we passed over is in the skip log with its reason. We left out the 14 companies that sell website chat or chatbots, meeting scheduling or product-tour software, such as Intercom and Calendly, because Floe sells an AI demo agent and grading companies on the kind of tool they make would be a conflict of interest. We would also have left out Floe’s customers, but none was in the list, and we left out every company whose site blocked our browser: we did not try to get past a bot check.

We submitted nothing. We typed into no field, opened no chat and advanced no multi-step form, so no company received a lead from this audit. The clicks were on cookie banners, to see what loads after consent (the dataset records whether we accepted), and on demo buttons that open their form in place. Partway through the run, one of those buttons turned out to be the button of a nav form beside an empty email box: the page sent no request, we added a rule never to click a form’s own button, and dropped that company from the sample.

How. On 7 November 2026 (UTC), a script drove a headless Chromium browser with a standard desktop user agent and a 1440×900 window, from India. Up to four browsers ran side by side, each on its own list of companies and each waiting at least 3 seconds between sites, so no site was loaded by two at once. For each company it loaded the homepage, the demo page and the pricing page linked from the homepage, waited for each to settle, scrolled the demo page once, and recorded the form’s fields and required markers, the scripts that loaded and screenshots. We then checked every row against its screenshots and corrected what the script could not read, such as dropdowns built without a form control. Where a value needs a judgement, these are the rules:

• Fields are the controls the form’s first step shows, with a group of checkboxes counted once. Marketing-consent checkboxes and hidden spam traps are not fields. A field is required when the page marks it (a required attribute, an asterisk, or a line such as “All fields are required”), or, on a form that labels its optional fields, when it is not labelled optional.
• Steps count only when the page shows a step indicator. A first step that leads to more fields (a Next, Continue or similar button) is flagged separately in the data.
• A scheduling tool is a meeting-booking script that loaded on the demo page. Qualified’s script can also book meetings, but we count it as chat, because the two cannot be told apart on load.
• A visible chat is a chat launcher or panel on screen without our opening it. It calls itself AI when its visible name or greeting says AI.
• A way to see the product without a call is a free plan or self-serve free trial, an interactive tour, a recorded product demo or a sandbox, offered on the demo page or in the site’s nav, footer or pricing page. A trial you request through the sales form does not count. A scheduled group demo you register for is not a live demo without booking.
• A stated reply time names a span, such as “within one business day”. “We’ll be in touch shortly” does not count.
• Pricing is what the pricing page linked from the homepage shows on arrival. A free plan counts as a price, so a page with a free plan and an Enterprise plan that says Contact sales has prices for some plans.

What the forms ask for

95 of 100 (95%) demo pages showed a form. On the other 5, the form failed to load, the page rendered blank in our browser, or the questions only appear after a start button we did not press. 17 of 95 (18%) forms show more fields after their first step, so the visitor sees more than we counted; 7 of those show a step indicator.

Most forms sit at one end or the other. 15 of 95 (16%) show a single field on the first step (10 of them a work email), and 49 of 95 (52%) show seven or more.

Required counts split the same way, less sharply: 55 of 95 (58%) forms mark at most one field or seven or more as required. A required marker is what the page shows, not what it enforces: we never sent a form, so a field can be required without saying so.

75 of 95 (79%) forms ask for a work, business or company email by name. Phone splits the forms almost in half: 53 of 95 (56%) forms ask for it and 32 of 95 (34%) require it.

Booking and chat

The scheduling tools that loaded were Chili Piper (10), LeanData BookIt (4), Calendly (3), Cal.com (1) and Default (1); one page loaded two. A scheduling script on a demo page usually offers the visitor meeting times after the form is sent. This audit cannot see that step, because we never submitted, so the calendar count above is only what a visitor sees before submitting.

A chat tool’s script is not a chat a visitor sees. 55 of 100 (55%) pages loaded one, most often Qualified (45 pages). 22 pages showed a chat on arrival. Of those, 7 called themselves AI, usually an AI assistant or AI agent with a name, and 3 more called themselves a bot or an assistant. Many opened with an offer to book a meeting or to skip the form.

Seeing the product without a call

A free plan or trial was the most common way in. No company offered a live demo that starts when the visitor asks: the only live demos we found were scheduled group sessions that you register for and join on a set date.

Reply times and pricing

4 of 100 (4%) demo pages said when someone would reply, from “within 2 business hours” to “within two business days”. The rest said nothing, or promised to be in touch “shortly”.

Pages with a scheduling tool ask for less

Forms on pages that load a scheduling tool mark a median of 1.5 fields as required (16 forms), against 6 on pages without one (79 forms); 6 of the 16 show a single field on the first step. Companies that offer a way to see the product without a call mark a median of 5 required fields (57 forms), against 6 for those that do not (38 forms). These are counts from one visit. They say nothing about which pages convert better.

Limitations

• One visit per page for the dataset, on one day, so anything a site tests or rotates was caught in one state.
• One region and one browser: headless Chromium from India. Sites can show a different form, chat or cookie banner by country, and several cookie banners could not be dismissed by script.
• The list leans toward large, well-funded private companies. Smaller SaaS companies may run very different pages.
• Anything that appears only after submitting, such as a calendar, a qualification step or an instant meeting, is invisible to a method that never submits.
• A script that loads is not proof a tool is used on that page, and a chat that shows only to some visitors may not have shown to us.
• We read every screenshot ourselves, so the judgement fields carry our reading of each page, under the rules above.
• To check the method, we picked 10 rows at random and loaded those pages again the same day. With the same screenshot corrections applied to controls a script cannot read, all 10 matched the published rows on field counts, required fields, phone, scheduling tool, chat tool, calendar and reply time. Pages change, so a later visit may differ.

Download the data

Both files are free to reuse under CC BY 4.0. Credit “Floe, Book-a-demo page audit (2026)” with a link to this page.

Is your company’s row wrong? Email hello@floe.so with the row and what you see, and we will check the page and correct the file.

About Floe

Floe is an AI demo agent: it runs a live demo of your product when a visitor asks for one, so there is no form to fill in and no call to wait for. See how it replaces the demo form.