How Apex Digital Increased Free Trial Conversions by 34% with Video

The Challenge

Apex Digital had a powerful project management platform but a 1.8% free trial conversion rate. Prospects were visiting the pricing page but not signing up due to insufficient understanding of the product value.

Apex Digital sells a project management platform into mid-market product and engineering teams. The product is genuinely good, but the homepage was carrying too much of the explanation in static screenshots and bullet copy. Prospects landing on pricing were not reaching the moment of comprehension that turns a curious visitor into a free trial sign-up.

When the team approached us, free trial conversion was hovering around 1.8 percent, well below their internal benchmark and far below the bar that would let paid acquisition spend stay profitable. Internal video attempts had not landed: footage was clean, but the editing did not separate signal from noise, and the demo videos felt like training content rather than activation assets.

Our Solution

We produced a 90-second homepage hero demo video, four feature walkthrough videos for the help center, and a suite of paid social ad creatives in 15s, 30s, and 60s lengths. Each video was structured using our conversion-first video framework.

We rebuilt the homepage video as a 90 second hero demo structured around a single high-impact value moment. The first six seconds open with a clear before-and-after of the platform replacing scattered tools. The middle section walks through one realistic workflow rather than every feature. The final beat pushes directly to a free trial CTA with a low-friction reassurance line.

In parallel we produced four feature walkthrough videos for the help center that cut overlapping setup explanations down to a tight 60-90 second format. We then re-cut the homepage demo into three paid social ad variants at 15, 30, and 60 seconds with platform-specific captioning, hook styles, and CTAs for LinkedIn, YouTube Pre-Roll, and Meta.

The Results

Within thirty days, free trial conversions on the homepage moved from 1.8 percent to 2.4 percent. Time on the pricing page rose 87 percent because prospects were watching the embedded shorter cut instead of bouncing. Support tickets that had previously asked feature questions dropped 28 percent because the help-center videos were ranking inside Apex’s in-product help search.

On paid social, the new ad creative drove 2.1 million combined views in the first quarter at a CPM that beat the previous static creative by 41 percent. Apex now treats video editing as a permanent line item rather than a project expense, and we have continued producing roughly six new edits per month for the team since.