The design of your product page can have a significant impact on whether customers convert. We share our top tips for optimizing it.
It’s not as easy as simply describing your product and publishing the page. Customers will take notice. Online research is becoming more important for business decision makers before they make purchases. Your product page design should be perfect.
B2B product pages should not be the same as those for B2C. While they must both include information about your product, business decision makers expect them to give more detail and answer key questions.
Instead of optimising product pages to make quick sales, B2B product pages need to nurture their viewers and encourage them to take further action.
This article will cover everything you need to create highly optimized pages.
1. Do your research
Customer insights will help you understand how your visitors interact with your website before you create B2B product pages. You can learn what customers love and dislike about your website and product pages by conducting user testing.
Ask your customers to test your site. Are they able to understand the content and offer? Is there anything they don’t expect? Are they clear on what the next steps should be?
A product page serves two purposes: to present your offering to business leaders and to convince them to purchase it. They should be able to answer any questions they may have about your product and help facilitate the purchasing process.
You can optimize product pages for those users by knowing how they interact with your site and what type of content they like (which can be measured using metrics and KPIs).
2. Do not try to add too many
It can be tempting to include too much information in your product pages. It’s easy to get distracted when you write copy or describe features and benefits. But remember that people will read it more if it is short and sweet.
Avoid using certain phrases that could undermine your offering. Also, make sure to choose your phrasing with care. A copywriter with experience in creating content for product pages that are targeted at B2B audiences is a good choice. They will know how to best use their words to convince customers of the value they offer.
While you need to include all information about your product on the page, try to keep it to a few key points. You can then link to a brochure download or call your VoIP number to speak with an agent.
What’s a VoIP number? A virtual number that is assigned to agents when they sign up for VoIP phone services. It’s basically how customers can contact you.
3. Highlight the benefits and features of your product
Many B2B pages contain a long list of product specifications and features. But how many people would want to read this? Your product page should be positive and highlight your product’s standout features as well as the key benefits it can offer users.
Continuous integration (CI) is important for any B2B company that offers a software product. What is continuous integration (CI)? A set of principles and processes that your DevOps team uses to make minor changes and update your product’s code. You should work closely with them in order to communicate product changes so that product page design can be updated as needed.
Your B2B product page should be able to grab people’s attention and encourage them to act to learn more. Your content should answer questions like:
- What’s unique about your product?
- What will this do to help them overcome the challenges at work?
- What will this do for their team’s jobs?
- How will it add value to their business operations?
If you are a VoIP service provider and selling a VoIP solution, then your product page should explain key features and how it can benefit businesses. You might also link to content that addresses consumer questions such as ” What is VoIP Phone Service?”. This will allow you to answer any queries your customers may have about your product.
4. Make a strong call to action
A landing page should include a call to action (CTA). The CTA connects two crucial parts of lead generation and acts as a step towards converting visitors into leads. More than 90% people who read your headline also read your CTA.
B2B purchases require more communication and time than B2C. It’s not enough to simply “buy now” and “get in touch with us to purchase our product”.
B2B calls to action could be as simple as “try a 30-day trial” This will show that you are focused on showing the customer the value and benefits of your product. B2B customers tend to have a longer customer lifetime than B2C customers.
These tips will help you increase conversions on B2B product pages.
- Keep CTA text brief and to-the-point.
- The CTA can help you convey the product’s value.
- It should stand out on the page.
- You can test different CTAs to tailor them to your target market.
B2B buyers will not be ready to purchase if they see your product page. These purchases are usually expensive and require careful research. Use CTAs to encourage customers to do their research before buying.
You might invite people to view a demo or read a case study, or to book a consultation with you. You should make it easy for visitors to contact you by calling. Make sure your business phone system has IVR, which will ensure that all inbound calls are connected to an agent so that you don’t miss any important business calls.
5. Social proof can be provided in the form testimonials and case studies
You can use social proof to show the real value of your product using real-life evidence. There are many ways to show social proof. You can include testimonials from satisfied customers, Google reviews, or case studies from other B2B business leaders that have purchased your product.
B2B businesses will likely have pages dedicated to case studies. However, it is a good idea for your product pages to include quotes from CEOs and other business leaders. This gives leads proof that your product works for other businesses and helps them make a decision about whether it will work for them.
You might consider placing social proof near important information such as pricing points and product features.
If you are selling UCaaS Software, you may want to include a testimonial on how it helped your business team increase employee visibility during remote work transitions or enabled their mobile workforce to collaborate more effectively.
6. Make sure your product pages are optimized for mobile.
Mobile-optimized product pages should be ensured. This accounted for more than half of the daily internet time worldwide at the end of 2020.
Mobile optimization is vital in B2C ecommerce as more consumers shop via their mobile devices. Businesses must integrate an inventory turn calculator with their website to ensure inventory and sales are balanced even when customers shop on mobiles.
Mobile optimization is equally important in B2B. Mobile optimization is just as important in the B2B world. Business leaders and decision-makers should be able to view your product pages on their mobile devices. Websites must offer the same experience on mobile devices as they do on desktop, especially for companies that use hybrid or remote workforce models.
7. KPIs can be used to measure performance
It doesn’t matter if you’re marketing email management software for freelancers to maintain best practices, or hiring services for businesses, it is vital to constantly test and measure your product pages.
Track key performance indicators such as time spent on a page and bounce rate. Keep track of sessions initiated, click-through rates, session duration, and session initiated. This will give you insight into the interactions of your visitors with your pages, and allow you to identify areas that need improvement.
Conversion rate is another important aspect to be aware of. Conversion rate is another important aspect to consider. It doesn’t necessarily have to be a purchase, but it could be filling out a form or downloading a report.
Your search engine optimization strategy (SEO) strategy should also be considered. SEO is a powerful tool for marketing teams to improve their pages’ rankings on Google. Look at the keywords on your product pages and find opportunities to add inbound hyperlinks to drive traffic to other parts of your website.
Optimized B2B product pages can convert more leads
B2B buyers spend time comparing products before they speak to a sales representative or make a purchase. Optimize your product pages to educate, answer questions and guide them towards a CTA that will take them to the next stage of the customer journey.
It’s not only your product pages that will impact potential customers and leads. Your website will have everything it needs to establish trust with your audience when combined with features such as live chat and a solid content marketing strategy.