Make B2B tech product page that boosts conversions

Your product page is the most important page on your website. Assemble your
product page effectively and your conversions will skyrocket. Fail to do so, and
almost all your marketing efforts will do down the drain.

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Here is what your product page has to do:
● Inform the customers enough to instill them with confidence
● Provide a great online customer experience
● Grab consumer attention immediately to the add to cart button
● Persuade your prospects to purchase your product
● Build trust in your brand and the services you offer

If these are the things your product page is lacking, then this article is written
specifically for you. Let’s dive in.

Step 1: The Product Page Copy
To create a high-performing product page copy, there are a few questions you
have to ask yourself:

Q1: What is your product? The primary thing your product copy needs to
address is what exactly the product is. If the customer is looking for something
specific, this is the first thing that they want to know: what your product is and
why they should be interested.

Q2: How does your product solve the prospect’s challenge? What problem does
your product solve and how does it solve it? By identifying how your services
can overcome a business challenge, you can predict your clients’ questions and
tailor your copy to answer them.

Q3: Why should they choose your product? Why should they choose your
product over a competing one? What extra steps have you taken to ensure that
your software is faster and more efficient? What features does your software
have that other, competing softwares don’t?

Step 2: Crucial elements of a B2B product page

Before we go any further, you need to make sure that you have all the necessary
elements of a product page. Here’s a small checklist:

● Feature image
● Gallery or product photos
● Product overview: title, price, features, CTA
● Product description.
● Social proof: reviews and ratings.
● Human interaction for any help or guidance needed.

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Let’s walk through each of them, in more detail.
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1. Feature Image

The single most important element of a tech product page is your feature image.
Quality images are your best brand advocates, that cast the very first impression
on your customers. Everything else on the page, including content and
navigation, is there to build on the foundation of that first impression.
Aside from first impressions, product photos can address far more detail than
written content ever could. Especially considering the complexity of certain
tech products and the complicated explanations that come with them. So don’t
be hesitant to invest your time in photography: create unique, polished and
perfectly centred photos that evoke trust from your buyer.
Consider this: 360-degree shots. 360-degree shots are super interactive and
make your page stand out. They are proven to increase conversion, reduce
returns, and attract more attention to your website.
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2. Gallery of product photos.

If your feature image successfully wins over your visitors (good for you), the next
thing they will most likely do - is browse your image gallery for more details.
Ideally, you should have about 10 to 12 clean-cut images in your product gallery
that show your product from all relevant angles and provide deeper insight, for
those clients who are considering purchase more seriously.
Apart from paying for shipping, not being able to touch or try out a product is
the most hated, inconvenient part about online shopping. If you can solve this
obstacle with a quality image gallery, more power to you.
It’s also good to include at least one or two lifestyle images to invite an
emotional response from your customers. You can even add the same 360-
degree shot, or even better - an informative video (we’ll get into that a bit later).

Now, do you need hundreds of images in your gallery? No. You only need
enough images to allow consumers to better visualize your products and see
what they’re paying for.
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3. Title and overview.

Beyond the images, your product page needs to give high-level information
about the product right off the bat. That information includes:
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● Product title.
● Price.
● Features and components.
● A clearly visible call-to-action (CTA)
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4. Unique product descriptions
One of the most important elements of any product page is a well-written
product description that clearly states what you’re selling and why your B2B
prospect must have it. As always, the copy on your product page should be on-
brand, relevant to your audience, and most importantly - direct.
Research has shown that 79% of people tend to scan a webpage instead of fully
reading it, so the first description on your product page should be clear and
straight to the point. Don’t be too sales-y or use a bunch of clichés - just provide
straightforward information that will help your visitors make their purchasing
decision, without any unnecessary headaches.
Keep this in mind: product descriptions are important, not just because they
inform customers about your products, but also because they help with your
search engine rankings and SEO. With unique, quality, and keyword-centric
product descriptions, your chances of ranking for product-related keywords via
search engines will be much much higher. You can always use BuzzSumo or
Google Adwords to find the most trending, on-demand topics and keywords.
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5: Product Video

Videos are a great way to show off your products and make your prospects feel
like they’re getting an in-person tour (which is not only informing but also
inviting and personal). People love learning new information from graphic
content, including videos. Not only are videos more interactive, but they’re also
responsible for the majority of internet traffic.
Videos help your organic search ranking and create relationships with your
customers and answer their questions about the product, in seconds. A short,
snappy video can help you bring your product to life and excite people, making
them more likely to buy what you have to offer.
Tech services are often associated with dullness and overcomplicated concepts
- so if you can break out of this label and add humanity to your brand voice, your
company is going to stand out and attract positive attention.
The most hated aspect of online shopping is the inability to touch or try the
product, remember? Well, guess what? Videos can help solve this.
● Video results in a click on your page (to play the video) meaning a signal of
engagement to the algorithms.
● Videos result in longer time spent on a page due to the length of the video
● Google owns YouTube and rewards the use of it.
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6. Reviews and ratings.

Reviews not only have the power to influence customer decisions but can also
reassure a company’s credibility and trust. We’re more inclined to make a
purchase if others around us, even complete strangers, claim that this product is
worth buying. Today, online reviews are the biggest social proof, and they have a
clear impact on sales. So use this to your advantage.
More than 80% of consumers rely on reviews when making a purchase, and
adding them to your site can help boost sales by more than 18%. Besides, very

good (or bad) reviews have a way of quickly spreading, which is an easy way to
expand your brand’s reach and influence.
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7. Human interaction and FAQs.

Be sure to provide links to any additional information your website visitors may
be looking for. Include links to your returns/exchanges policy page as well as an
up-to-date FAQs page that will answer any burning questions of your potential
buyers.
You don’t want visitors to navigate away from your page by searching for more
info on Google. There are many distractions on the internet, so it is very easy to
lose a potential lead and very hard to gain one back.
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Conclusion

If you follow this simple guide you’ll have a product page that provides a great
purchasing experience for your B2B prospects and earns high conversion rates,
for you. Just remember to focus on optimizing your product pages by keeping
user experience at the forefront of all your actions, and you will be rewarded with
loyal customers, great reviews and ultimately, higher conversions.