Everything you need to know to create a high-converting B2B product page design
Your product page design can make a real difference to whether or not customers convert. Here, we share our top tips on how to optimize it.
Building effective and high-converting B2B product pages isn’t as simple as just describing your product, publishing the page, and hoping customers bite. Business decision-makers are now conducting more research online before making purchases. That’s why your product page design must be crafted to perfection.
B2B product pages shouldn’t follow the same structure as B2C ones. Although they both need to include details about your product, business decision-makers expect them to provide more information and answer any key questions they have.
Instead of optimizing product pages for quick purchases, B2B product pages should nurture the viewer and encourage them to convert or take further action to find out more.
Here’s everything you need to know about creating highly-optimized pages.
1. Do your research
Before you start creating B2B product pages, leverage customer insights to understand how visitors are interacting with your site. User testing is key to knowing what your customers like and what they find frustrating about your product pages and website as a whole.
Ask your current customers to test out your site. Do they understand what you do and what you’re offering as soon as they land on the page? Are there things missing that they expect to be there? Is it obvious what their next step should be?
The purpose of a product page is to show business leaders what you’re offering and convince them to buy it. They should answer questions about what you provide and facilitate the buying process.
If you know how users are currently interacting with your website and the type of content they enjoy consuming (which you can measure using metrics and KPIs), you can optimize your product pages to appeal to those behaviors.
2. Don’t try to include too much
Sometimes, it’s tempting to try and include too much information on your product page. When you’re writing copy and describing features and benefits, it can be easy to get carried away.But remember, people are more likely to read through it if you keep things short and sweet.
Avoid using certain words and phrases that’ll undermine your offering, and make sure you choose your phrasing carefully. Hire a copywriter who’s skilled in crafting content for product pages aimed at a B2B audience, as they’ll understand how best to use their words to convince visitors of the value you’re offering.
You need to include all the vital information about your product on its page, but try to focus on condensing it down into a few key points. Then, you can include a link to download a brochure or call your VoIP phone number to speak to an agent and learn more.
What is a VoIP phone number? It’s a virtual number assigned to your agents when you sign up for a VoIP phone service. Essentially, it’s how your customers can get in touch with you.
3. Showcase the features and benefits of your product
Plenty of B2B pages include a neverending list of product specifications and features, but how many people want to read that? Your product page should position your product positively, emphasizing its standout features and the key benefits it can bring to users' lives.
If you’re a B2B company offering a software product, be aware of continuous integration (CI). What does CI mean? It refers to a set of processes and principles carried out by your DevOps team so they can regularly make minor adjustments and updates to your product’s code. It’s important to work closely with them to ensure product updates are communicated so product page design can be updated accordingly.
The goal of your B2B product page is to capture people’s interest and motivate them to take action to find out more. Make sure your content answers questions such as:
- What’s unique about your product?
- How will it help them overcome challenges faced at work?
- How will it make their teams’ jobs easier?
- What value will it bring to their overall business operations?
For instance, if you’re a VoIP phone service provider selling a VoIP solution, your product page should describe key features of the system and how it can help businesses to communicate and collaborate. Then, you might link to other content that answers consumer questions like “what is VoIP phone service” in more detail for those who’ve just come across your product.
4. Use a powerful call to action
The call to action (CTA) is an essential part of any landing page. It connects two vital parts of the lead generation process, acting as a next step to convert visitors into leads. More than 90% of people who read your headline will also read your CTA.
The B2B decision-making process typically requires more communications and time than B2C purchases. A simple “buy now” or “get in touch to buy our product” isn’t going to cut it.
A good example of a B2B call to action would be something along the lines of “try a 30-day free trial”. This shows you’re focused on proving to the customer the value of your product, as these customers often have a longer customer lifecycle than B2C buyers.
For improved conversions on your B2B product pages, follow these tips:
- Keep CTA text short and to the point.
- Convey the value of your product through the CTA.
- Make it stand out on the page.
- Test out different CTAs and tailor them to your target audience.
Most B2B buyers won’t be ready to make a purchase when they land on your product page. These decisions are often high investment and require thought and research. Try using CTAs that encourage visitors to do their homework before they buy.
For instance, you might invite visitors to view a demo, read a case study or book a consultation with a representative. If you’re encouraging visitors to get in touch by calling you, make sure you have a business phone system that offers features like IVR: a feature that’ll ensure inbound callers are connected to an available agent, so you never miss important business calls.
5. Offer social proof in the form of testimonials or case studies
Social proof allows you to demonstrate the value of your product with real-life evidence. Whether you choose to include tweets from satisfied customers, Google reviews or case studies of other B2B business leaders who’ve purchased your product, there are plenty of ways to get social proof right.
As a B2B business, you’ll probably have a page dedicated to case studies, but it’s still a good idea to use quotes from satisfied CEOs or other business leaders on your product pages. This provides leads with proof that your product has worked for other businesses, helping them to be sure it’ll work for them.
Consider positioning social proof near other vital information on your page, like pricing points or product features.
For example, if you sell UCaaS software, you might want to include a testimonial about how it helped business teams increase employee visibility when they transitioned to remote work or allowed their mobile workforce to collaborate effectively.
6. Ensure your product page design is optimized for mobile
Make sure your product pages are optimized for mobile too. At the end of 2020, this made up over half of daily internet time around the globe.
Mobile optimization is extremely important in the B2C e-commerce world as an increasing number of consumers shop on their mobile devices. This means businesses must ensure their website is integrated with an inventory turnover calculator to balance inventory and sales even when customers are shopping on their mobiles.
Mobile optimization is just as important in the B2B world. Ensure your B2B product pages are optimized so business leaders and decision-makers can view them on their mobile devices. As more and more companies adopt remote or hybrid workforce models, websites need to offer the same experience on mobile as on desktop.
7. Measure performance with KPIs
Whether you’re promoting email management software to help freelancers maintain best practices or recruitment services for business, it’s essential to continuously measure and test your product pages.
Keep track of key performance indicators like time spent on a page, bounce rate, sessions initiated and click-through rate. This will provide insights into how visitors are interacting with your pages and help you identify any areas that require improvement.
Other performance aspects to consider include conversion rate. Although a conversion won’t always be a purchase - it might be downloading a report or filling in a form - it’s a good indicator of how successful your page is in convincing users to take the next step.
Also, consider your search engine optimization (SEO) strategy. Successful marketing teams leverage SEO to help their pages rank on Google. Analyze the keywords on your product page and look for opportunities to add inbound links to drive traffic to other areas of your website.
Convert more leads with optimized B2B product pages
B2B buyers take their time to research and compare products before speaking to a sales rep or making a purchase. You need to optimize your product pages to educate them, answer their questions, and guide them toward a CTA that takes them to the next step in the customer journey.
Remember, it’s not just your product pages that’ll affect potential leads and customers. When combined with on-site features like live chat and a robust content marketing strategy, your website will be equipped with everything it needs to build trust among your audience.
Why not check out Propolis, our exclusive community for B2B marketers to share insights, learn from industry leading marketers, and access our best content.