How To Build a High Converting Product Page
The Exit Five CMO Podcast (Hosted by Dave Gerhardt)
Enhancing Product Pages with Fresh Perspectives
This chapter explores how gaining an external perspective is vital for improving web content, especially on product pages. It analyzes a critique of E-Now Software's product page, identifying areas for clarity and impact enhancement.
#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
- (02:22) - - Why most B2B product pages fail to convert
- (03:57) - - The five biggest mistakes companies make on product pages
- (06:34) - - The importance of clear messaging over a list of features
- (08:52) - - Should you use videos, screenshots, or interactive demos?
- (11:23) - - How to structure a product page that actually drives trials
- (13:15) - - Breaking down the role of CTAs and conversion flow
- (15:28) - - First product page teardown: What works and what doesn’t
- (22:04) - - Product gifs vs. static images
- (24:31) - - Second product page teardown: Fixing common UX mistakes
- (27:49) - - When and where to use customer testimonials
- (31:14) - - Why gating product demos might be hurting your conversions
- (33:59) - - Third product page teardown: CTA placement and messaging
- (36:29) - - The biggest takeaway from testing hundreds of product pages
- (39:34) - - Quick wins to improve your product pages today
- (42:41) - - Final takeaways
Send guest pitches and ideas to hi@exitfive.com
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