Yes, it was a pretty informal test, but the results were clear. Before adding the demo option, about 21 people signed up for the free trial each day. After adding the demo option, that dropped to about 16/day, but 30+ people tried the demo each day (including the 16 that signed up). So basically, and extra ~10 people per day tried the product with the demo option.

There's a 30-day period before those people have to decide to pay, so I didn't run a full A/B test during that entire period because we were clearly getting more qualified signups, so I don't perfect data on exactly how big the increase was.