CRO breakdown of Polycam's 3D mobile scanning lead generation page built in Unbounce. Design decisions, trust architecture, and conversion strategy by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Polycam competes in a category that most enterprise buyers still define incorrectly. When a construction manager hears “3D scanning,” they often think of a $150,000 stationary laser scanner, a specialist technician, and a multi-day site survey. Polycam does this from a phone in minutes. The conversion barrier is not price or capability — it is the category assumption that makes buyers disqualify themselves before even looking at the product.
This page had to do two things simultaneously: correct the category misconception in the headline, and immediately signal that companies of the buyer’s scale already use this. The headline “Start capturing in 3D right from your phone” handles the first job. The “Trusted by half of the Fortune 500” logo strip with Pfizer, Target, Costco, and Chevron handles the second. Those two elements together eliminate the two most common objections before a visitor reads anything else.
The multi-vertical nature of the product created a structural challenge. Construction, real estate, insurance, architecture, manufacturing, and government all have legitimate use cases, but their specific workflows and benefits differ. A page that tried to speak to all of them generically would resonate with none of them specifically. The accordion use-case section was our solution: one page, six verticals, each buyer self-selects their relevant content.
places the headline and value proposition on the left and the seven-field demo request form on the right. We chose this over a centred hero with a scroll-to-form approach because Polycam’s traffic arrives from paid channels targeting decision-makers who are already in active vendor evaluation. These visitors do not need to be convinced to want a demo — they need the form to be immediately accessible when their intent is at peak. Top-of-page form placement captures that high-intent segment without a scroll step.
The headline “Start capturing in 3D right from your phone” directly challenges the expensive hardware assumption. The three bullet points below it — skip the $150k scanner, capture in minutes not hours, instant AutoCAD-compatible files — quantify the value proposition in terms that a cost-conscious facilities or construction manager can immediately translate to budget savings. We considered leading with a product feature (accuracy, resolution) but the cost comparison framing tested better because it makes the ROI calculation effortless.
sits below the fold immediately after the hero. We chose this placement rather than in-hero because it avoids cluttering the split layout. Visitors who scroll even slightly see these logos as the first piece of supporting content — immediately below where they just filled in the form or decided to explore further. The logos include Pfizer, Target, Costco, AmoRe, Walgreens, Chevron, Allstate, and Honeywell — a mix of sectors that maps to the multiple verticals Polycam serves.
opens with Construction expanded by default. Construction is Polycam’s strongest vertical, and it is also the vertical most likely to understand the cost savings immediately. The other verticals — Corporate & Commercial Real Estate, Insurance & Restoration, Architecture, Manufacturing, Government — are collapsed, giving each buyer a self-directed path into their specific context. We ordered these by volume of demo requests in the target audience, not alphabetically.
mid-page shows the product in actual field use — a hand holding a tablet scanning a real construction space. This is not a screen recording or an explainer animation. Real footage of real use is the most effective objection removal for a technology category that buyers have never seen in practice. The play button is large and centred, making the video invitation unambiguous.
The stats bar — 2B+ sq ft captured, 9.6M models processed in 2024, 95% global coverage, 50% Fortune 500 penetration — appears at the bottom of the page above the final CTA, not in the hero. This positioning reinforces confidence at the moment of final commitment rather than front-loading data that visitors haven't yet earned the context to evaluate.
The “Trusted by half of the Fortune 500” claim backed by eight recognisable enterprise logos immediately above the fold creates authority transfer for any enterprise evaluator. A procurement team that sees Chevron and Honeywell in the client strip knows that legal, security, and compliance review has been completed by organisations with rigorous standards.
The accordion sections prove capability depth for each vertical. A construction manager reading the Construction accordion sees specific language about site documentation, groundbreaking to final inspection, and floor plan generation — not generic “3D capture” language. Specificity in use-case description is itself a trust signal: it demonstrates that Polycam actually understands the construction workflow, not just that they serve the sector.
The stats bar placed above the final CTA section presents four metrics that address the enterprise risk concern: 2B+ sq ft captured proves production scale, 9.6M models processed proves reliability at volume, 95% global coverage proves infrastructure, and the Fortune 500 stat proves enterprise-grade trust. These answers appear at the exact moment a visitor is deciding whether to submit the form.
"Multi-vertical SaaS pages are the hardest brief. You can't speak to every buyer in the hero — you'd end up saying nothing specific to anyone. The accordion approach was developed from testing on exactly this problem. Let the visitor choose their vertical, then speak to them with complete specificity. The engagement numbers on accordioned use-case sections are consistently higher than equivalent flat feature lists."
This page is built for two visitor states. The first is the visitor with high intent who arrives from a retargeting ad or a referral — they scan the hero, recognise the logos, and submit the form immediately. The second is the cold visitor who needs to understand what Polycam does before committing to a demo. For that visitor, the page provides a complete self-education journey: headline → logos → use case accordion → field video → product app visual → stats → CTA. By the time they reach the bottom, the demo request is a natural conclusion rather than a cold ask.
The form itself requests a use case selection, which is a qualifying step that also personalises the demo. This field does double duty: it pre-segments leads for the sales team and creates a micro-commitment in the visitor (they’ve identified how they’d use the product before they’ve submitted). Commitment and consistency then make form submission feel congruent rather than uncertain.
"The use-case dropdown in this form is doing three jobs. It personalises the demo. It qualifies the lead. And it creates a small commitment act — the visitor has chosen their context, which makes them more invested in the conversation they're about to request. That small act of self-identification before clicking submit measurably increases show-up rates for the demo call."
Our later testing on multi-vertical pages shows that traffic segmented by industry (e.g. construction visitors from a construction-targeted LinkedIn campaign) converts at higher rates when the hero headline is customised to their vertical. Unbounce’s dynamic text replacement could serve “Built for Construction Teams” to one audience and “Trusted by Insurance Adjusters” to another, while the form remains constant.
A short animated GIF or a five-second auto-playing clip showing the phone scanning a room and the 3D model appearing would remove the “I’m not sure what I’m agreeing to see” hesitation that some cold visitors experience before requesting a demo. Seeing the output before the call makes the demo feel concrete rather than ambiguous.
A two-field version (email + use case) as a first step, with full qualification on the confirmation page, could increase raw form starts from cold traffic while maintaining lead quality through the second step — trading a 7-field barrier for a progressive two-step qualification.
Browse our full collection of landing page examples for more SaaS and technology page breakdowns. Building a demo request page that qualifies and converts? Talk to our team.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
The first piece of information shapes all subsequent judgements. Price comparisons and headline stats set expectations.
This principle influences visitor behaviour and supports the page's conversion goal.
For a product with strong Fortune 500 brand recognition, top-of-page form placement captures the segment of visitors who arrive with high intent — they've been referred, they've done their research, and they're ready to talk. Requiring them to scroll through two thousand words of content they don't need creates friction without benefit. The Polycam page uses a split hero with the form on the right: visitors with immediate intent convert in the first view, while visitors who need convincing scroll into the accordion use-case section and video below. Both conversion journeys are served without compromise.
Enterprise logo strips work through a specific psychological mechanism called authority transfer. When a SaaS buyer sees their industry peers — or brands they recognise and respect — in a 'trusted by' section, the evaluation cost drops. Instead of thinking 'I need to research this product,' they think 'if Pfizer and Target use this, the due diligence is partly done.' The effect is strongest when the logos are recognisable to the target buyer's industry, not just globally famous. A construction manager seeing recognised real estate and insurance logos in a property tech product's client strip will convert at a higher rate than if shown a generic Fortune 500 row.
A 3D scanning platform that serves construction, real estate, insurance, architecture, and manufacturing cannot lead with a single use case without alienating four other buyer segments. Accordion tabs let each vertical's buyer self-select their context and read the specific workflow benefit for their job. Collapsed by default, the tabs don't overwhelm the page with content. But the act of clicking to expand creates a micro-commitment — the visitor has actively chosen to learn more about the feature relevant to them, which increases retention and conversion intent compared to passive reading of a flat feature list.
Field count strategy depends on what the sales team needs for a quality conversation, not on minimising friction at any cost. Polycam's seven-field form collects first name, last name, email, phone, company size, company name, and use case. Each field serves the post-conversion sales process: knowing the company size sets the conversation context, knowing the use case lets the sales team customise the demo to show the most relevant features. The resulting demo is more valuable, and the prospect's time is respected. Shorter forms create more leads; qualified forms create more closes.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"The stat bar on this page — 2B+ sq ft captured, 9.6M models processed, 95% global coverage, 50% of Fortune 500 — does something that a list of features cannot. It proves scale. Any buyer evaluating enterprise software is implicitly asking 'is this company going to be around in three years?' Those numbers answer that question before it's asked."