Product pages can be the last stop on your customers’ journey when you take the time to optimize them correctly for higher conversions. They’re an essential component of digital marketing for all kinds of businesses in various industries.
B2B product pages take on many forms, but you may wonder what it takes for visitors to be fully convinced of your product’s value so they make a purchase.
Find out what techniques and components a successful B2B product page uses to grab attention in order to increase their customer base.
What Makes a Good B2B Product Page?
B2B product pages need some essential elements to be user friendly and properly optimized for success. Here are five elements that make up good B2B product pages.
They Include Concise Copy.
B2B product pages shouldn’t dive into the deep end of product details. Your product page should merely introduce your products to your site visitors and entice them to learn more about your products. Providing too much information at once can overwhelm your prospect and cause them to lose interest.
Think of your product page like an elevator pitch that showcases your products in the most simplistic way. The best way to keep it simple is to add a few bullet points, sentences, and corresponding visuals to communicate your main points.
They Demonstrate Value.
Product pages are supposed to encourage visitors to take action. Most often, this requires offering them some sort of incentive. The incentive is typically the value your product can provide your prospects.
This means that your copy should focus on the benefits and pain points it resolves rather than features and functionality.
Another great way to generate product value is to include testimonials or case studies. People tend to trust what their peers say over what your company tells them.
They Answer Common Questions.
You have likely heard the same questions asked over and over again in the sales process if you work in an established organization. Address some, if not all, of these questions on your product page.
Of course, the standard is to get your B2B leads and prospects on the phone with a sales rep, but many customers will exit your site if they can’t quickly find an answer.
This is why it is important to answer customers questions right on the page. Work with your customer service and sales team to determine which information the customers are the most interested in.
They Include Visual Images.
Your prospects want something nice to look at while they consume content. Visual images can add something extra to your product page content to keep visitors engaged.
Everyone processes and responds to information differently so it is best to combine text, images, video, and other interactive elements on your product page. The idea is to get your target audience imagining what it would be like to use your products or services.
They Make CTAs Visible.
CTAs are one of the most essential elements of your B2B product page. As we mentioned earlier, your product page should prompt action.
Create CTAs your users can’t help but click. A good practice is to include CTA copy that focuses on gratification instead of copy that conveys commands that indicate parting with money. For instance, CTA copy that conveys gratification includes words like, “Reserve,” “Get,” or “Receive.”
Place your CTAs somewhere noticeable without distracting your page visitors from the central message of your product page.
How to Build an Effective B2B Product Page
Here are some steps you can take to build an effective B2B product page that is sure to convert more visitors.
1. Conduct Consumer Research.
Conduct user testing to find out how your visitors navigate your website and product pages. Ask them questions about the actions they take on the pages to see why they make certain decisions. This helps you see how your prospects consume your content.
Some elements to consider include:
- Do my users understand what I am selling?
- Where do users go to learn more about my company or its products?
- Can users easily define what my company does after exploring my website and product page?
Get to know what your page visitors expectations are and if they actually understand the content included on the page.
Product pages should nurture your prospects and answer these central questions for them:
- What is it you are selling?
- Will it make my life better? Why?
- Can I afford it?
- How do I work it? Or can I work it easily?
- Who else uses it?
- How do I know it’s worth purchasing?
2. Position Your Product.
Something that should be abundantly clear on your product pages is your product positioning. In fact, it should be the first thing your page visitors see.
The most common types of product positioning are benefit based or feature based. Feature-based types tell what the product actually does, while benefit-based positioning lets consumers know what the product can make possible for them.
No matter what position you choose, it should remain simple and avoid jargon words such as “revolutionary” or “best-in-class.” If you do use jargon or specific claims, make sure you have proof further down the page to back it up.
3. Create a Product Video With Context.
Including a product video can be a great enhancement for your product page, when it’s done right. Product videos should not be a mere showcase of your product or products. Instead, they should provide some context that makes a prospect feel like the product will fit into their lives.
Product videos like this place your buyer at the center of the story and allow them to effectively picture themselves using your product or service.
4. Include Product Comparisons.
Include product comparisons that don’t attack the competition. This means you must include highlights about how your product or service differs from others. Prospects seek out this information so they can compare their options side-by-side.
Try to isolate the aspects that are most important to your customers about your product that can be compared and analyzed against a competitor to make it easier for your prospect to make a decision.
Keep in mind that these product comparisons should be simple. An easy way to present comparisons is in an infographic or a table of some sort.
5. Showcase Testimonials or Case Studies.
Social proof is a powerful tool you can use to capture your target audience’s attention to get them to convert faster. Social proof can come in a variety of formats. The most popular formats for B2B businesses are testimonials and case studies.
Using testimonials on your product page can stir up more interest than if you had them on a different page altogether.
The testimonials or case studies you select should align well with your product positioning. For instance, if you claim your product is the easiest to use as a benefit, then you should find a testimonial that talks about the product’s simplicity.
6. Direct Your Visitors.
Make sure your site visitors know what the next steps are in your sales process. It would be great if every visitor on the product page clicked on your CTA and made a purchase, but they often navigate between pricing pages and case study pages before they make their decisions.
Although core conversion CTAs should be displayed, make sure you include other CTAs too. Direct your visitors to pricing pages, case studies, or other decision making resources.
7. Check Your Analytics.
Once you complete your product page, track your analytics data to ensure your product page is as effective as possible. Track these key metrics:
- Bounce rate
- Time on page
- Organic traffic
- Conversion assists
The 10 Best B2B Product Page Examples That Boost Sales
Here are 10 B2B product page examples you’ll want to borrow ideas from.
Salesforce shares the shining achievements its customers have through the testimonials they post directly on their product page. This gives visitors an idea of what benefits await them when they use Salesforce’s Commerce Cloud.
They even include a customer success spotlight video that details some of the ways the product has helped the company using it. They also do a great job of including a variety of visible CTAs throughout the page, positioning them close to related text or pictures.
2. Adobe Creative Cloud
It’s no surprise that a company famous for its design software would have amazing visuals and colors on its Creative Cloud Suite product page.
They do a great job of keeping their page focused on all of the tools they offer within the Creative Cloud. Their copy doesn’t over-explain each product. Instead, they invite visitors to learn more about each tool.
Further down their product page, they also answer commonly asked questions and provide a quick pricing overview for single apps versus all apps.
Cisco offers a total economic impact report to show the cost savings when companies use its various network security tools, suggesting firms could save more than $1.6 million.
Utilize research and data to your advantage like Cisco to pique potential customer interest and offer this information to visitors for free in exchange for their information.
Cisco also does a great job of describing the benefits of their products to users and offering many options for exploring product information in further detail.
Intuit includes relevant images and videos that show visitors how their products work. They also include easy to understand pricing information for each of their common product users so they don’t have to search for it.
They provide an incentive for new customers and include simple copy to explain it with a CTA that offers them the chance to learn more, which is a great conversion tactic.
5. Capital One
Capital One keeps their small business banking product page simple and to the point. They offer some images along with text and CTAs that entice visitors to connect or learn more.
They also include a section where their products are listed out in a simple layout, with concise copy that explains each product. Along with their products, they have answers to two frequently asked questions so visitors can be directed to the right pages and they can get more information, if needed.
When visitors are more invested in learning about a company, they want to make sure they get the best value for their money by comparing plans on B2B product pages.
A table breaking down their various plan options and costs like the one on Hootsuite lets visitors know which features belong to which plan and the maximum number of social profiles and users, giving organizations a better idea of which plan suits the size of their company or needs.
Dropbox’s landing page clearly defines product offerings. The Dropbox Business page states what it does – “secure file sharing and storage” – at the top of the page so visitors know in seconds whether this product is for them.
They include a free trial incentive at the top of the page as well to entice people to try the product before they commit.
The page includes icons, like a lock, that match descriptions of its product offerings, so a quick scan of the content conveys what Dropbox Business can provide to its future customers.
8. Price API
The Price API product page uses CTA buttons like “Contact Us” and “Send Message” to engage with visitors and convert them into leads.
In addition to CTA buttons, you can add chat boxes with CTAs, such as “Get Help” or “Chat with Experts” that pop up after a visitor has spent a few minutes on a landing page. This can spur visitors who were initially in the stage of gathering information into taking action to become a lead or customer.
WeWork immediately picks up the location of its visitors and places it in the search bar so visitors can find workspaces in their areas right away.
Their images are compelling and offer a good deal of context about WeWork’s beautiful workspaces around the world. They even have a one minute video explaining their products and services in an emotional way that viewers can connect to.
They also provide an incentive further down the page that invites people to try WeWork free for up to two weeks.
Slack does an excellent job of introducing what kinds of teams can benefit from using their platform. This way, site visitors immediately recognize if this is the right option for them. They go on to list some popular teams that utilize the platform, where they include one sentence about why Slack is beneficial for that team.
They go on to list industry types that benefit from Slack and what visitors can do with the platform. They make sure their value is known by listing a few customer stories at the bottom of their product page.
As you’re planning the design and development of your B2B product pages, remember – you got your visitors to your product page, which is huge. But it isn’t the end of the line.
They still have to make a purchase for you to ramp up your sales and revenue. Make sure your product page is optimized for conversions so you can nudge your buyers in the right direction.
Use some of these examples as inspiration for your new product page to get the results you desire.
Read more: The State of B2B Product Marketing