How To Build a High Converting Product Page
The Dave Gerhardt Show
The Evolving Role of Video on Product Pages
This chapter explores the effectiveness of videos in product marketing, emphasizing the need for accompanying text to ensure clear communication. It discusses the shift from promotional to informative video content and the balance between showcasing product features and safeguarding proprietary information.
#222: Website Teardown | Do your product pages actually tell potential customers what they need to know—or are they just a list of features they’ll ignore? In this session from the Ultimate Roast of B2B Websites, Madhav Bhandari, Head of Marketing at Storylane, joins Robert Kaminski, Co-Founder at Fletch PMM and Dan Murphy, COO at Exit Five to tear down real B2B product pages, exposing what works, what doesn’t, and how to fix it.
They also cover:
- The biggest mistakes B2B marketers make on product pages (and how to fix them).
- How to structure a product page that drives trials and conversions.
- The role of interactive demos, videos, and CTAs in guiding prospects to the next step.
Timestamps
- (00:00) - - Introduction to Madhav, Robert, and Dan
- (03:21) - - Why most B2B product pages fail to convert
- (04:56) - - The five biggest mistakes companies make on product pages
- (07:33) - - The importance of clear messaging over a list of features
- (09:51) - - Should you use videos, screenshots, or interactive demos?
- (12:22) - - How to structure a product page that actually drives trials
- (14:14) - - Breaking down the role of CTAs and conversion flow
- (16:27) - - First product page teardown: What works and what doesn’t
- (23:38) - - Product gifs vs. static images
- (26:05) - - Second product page teardown: Fixing common UX mistakes
- (29:23) - - When and where to use customer testimonials
- (32:48) - - Why gating product demos might be hurting your conversions
- (35:33) - - Third product page teardown: CTA placement and messaging
- (38:03) - - The biggest takeaway from testing hundreds of product pages
- (41:08) - - Quick wins to improve your product pages today
- (44:15) - - Final takeaways
Join 50,000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/
***
Today’s episode is brought to you by Paramark.
It’s November. 2026 planning is already here. And the stuff you’re doing right now will decide how next year plays out.
But here’s the problem: most teams are still planning next year's marketing strategy based on the WRONG DATA because of broken attribution and a misleading gut feel. And you can’t make smart budget calls if you’re just guessing what’s working, what’s not, and where to put your next dollar.
That’s where Paramark comes in. They help you replace the guesswork with actual insight backed by $2 billion in analyzed marketing data. They’ve figured out what actually drives incremental growth across every channel including LinkedIn, Meta, TikTok, Google, CTV, even OOH.
And right now, they’re offering a private 1:1 consultation with their CEO and CMO, Pranav and Sam, who have led marketing teams at companies like Dropbox, Adobe, Microsoft, and Shutterfly.
In this 45-minute strategy session, they’ll help you measure the real impact of every marketing dollar, pull insights from your current media mix, and design a 2026 roadmap that’s rooted in data, not gut.
This is a heck of an offer. And it’s real. And will go fast. So if you want to future-proof your marketing strategy for 2026, don’t miss out on this offer.
Grab your spot at paramark.com/brand-consult.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
The AI-powered Podcast Player
