Split Tests We Dig: Can an activity metric improve landing page conversion?

Today's "Split Test Example" comes from SALESmanago, a B2B SaaS company in the sales & marketing automation space. They are running an interesting 50-50 split test on an SEM landing page, trying to get people into a free demo. They borrow a technique you see far more often in the consumer space.

Here you can see the detail side-by-side (note: the red dot and related overlays are from us, not SALESmanago's site):

Control is on the left, the new variant on the right.

And just in case that's too hard to read, here's the zoomed in detail from the variant: "29 people are exploring the demo right now."

It's an interesting attempt to provide social proof and to create a subtle form of urgency. It reminded us of copy you see in the travel space with prompts like "Only 2 left" and "4 people are looking at this right now." For example: