The original homepage of Billable has a Book a demo CTA which can work well for visitors with a medium or high lead score. However, in the case of visitors with a low lead score, this can be too much of a commitment, meaning it will not convert that well.

This is why Billable has created a personalization for this audience with more introductory content, like a 2-minute video they can watch instead of a 30-minute demo that requires their participation.