Enhancing Product Pages with Fresh Perspectives

#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
• (03:02) - - Why most B2B product pages fail to convert
• (04:37) - - The five biggest mistakes companies make on product pages
• (07:14) - - The importance of clear messaging over a list of features
• (09:32) - - Should you use videos, screenshots, or interactive demos?
• (12:03) - - How to structure a product page that actually drives trials
• (13:55) - - Breaking down the role of CTAs and conversion flow
• (16:08) - - First product page teardown: What works and what doesn’t
• (23:08) - - Product gifs vs. static images
• (25:35) - - Second product page teardown: Fixing common UX mistakes
• (28:53) - - When and where to use customer testimonials
• (32:18) - - Why gating product demos might be hurting your conversions
• (35:03) - - Third product page teardown: CTA placement and messaging
• (37:33) - - The biggest takeaway from testing hundreds of product pages
• (40:38) - - Quick wins to improve your product pages today
• (43:45) - - Final takeaways

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

Today’s episode is brought to you by Walnut.

Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?

Come on, today’s buyers don’t want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.

That’s where Walnut comes in.

Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond.

That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.

And the best part? You get real intent data—see which features prospects love, where they drop off, and what’s actually driving pipeline. Demo Qualified Leads are the new MQL.

Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA?

Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!