In the B2B space, your product pages shouldn’t just showcase features and specifications – they must serve as sophisticated sales tools that address multiple stakeholders, complex buying cycles, and significant purchase decisions. While B2C product pages might focus on emotional appeals and quick conversions, B2B website design requires a more nuanced approach to bridge the gap between interest and action.
Over 50% of B2B buyers shifted to a completely digital purchase process after the pandemic, and yet the average conversion rate across all B2B industries remains steady at 4.3%. Effective, well-designed product pages can increase conversion rates and turn those digital browsers into buyers.
In this article, we’ll share how to design a product page that balances in-depth information with compelling content that resonates with your B2B audience. This is especially crucial for complex products and industrial products that require extensive details to make informed decisions.
Evaluating the B2B Purchase Journey
Business buyers approach product pages differently than consumers. They're typically researching solutions to specific business problems, often with significant budget implications and multiple stakeholders to consider.
To effectively reach your target audience, your product pages need to speak to this mindset while maintaining a low bounce rate through relevant and educational content.
Understanding Buyer Groups and Personas
92% of B2B buying decisions are made by groups of two or more stakeholders. For more complex B2B solutions, buying groups tend to include anywhere from 6-10 members. And for large deals over $700k, an average of 14 decision makers are involved.
Each stakeholder brings their own concerns and priorities. Technical teams want to understand specifications and implementation details. Financial decision-makers focus on ROI and total cost of ownership. End users care about usability and features that make their jobs easier.
Identifying your buyer personas is crucial for creating content that resonates with first-time visitors and guides them through the customer journey. Leading B2B brands excel at this by crafting valuable content that addresses the needs of their ideal customer at each stage of the decision-making process.
Understanding Buying Cycles
You also need to evaluate your average buying cycles. You can do this by mapping out how your customers move from discovering your product to making a purchase decision (and how long it takes). Identify key stages like research, evaluation, and decision-making to tailor your product page messaging and outreach to meet your prospects’ needs at every step.
Here are a few statistics to keep in mind when it comes to B2B buying cycles:
- The average B2B buying cycle lasts 11.3 months
- Each additional $100K in purchase price extends the buying cycle by an average of 5-6 days
- The typical buying journey for solutions priced over $700K is 15 months—25% longer than the timeline for smaller deals
Long and complex buying cycles mean your product pages need to serve multiple purposes: educating potential buyers, providing detailed technical specifications, offering proof of value, and creating clear paths to engagement with your sales team.
Crafting a Strong Value Proposition for Your B2B Product Page
Let's look at one of the most critical components that transforms an ordinary product page into a lead-generating powerhouse: your value proposition.
Your value proposition needs to be crystal clear. Within seconds of landing on your product page, visitors should understand what your product does and, more importantly, how it solves their specific business challenges.
Your value proposition should:
- Address specific industry pain points
- Highlight unique differentiators
- Focus on business outcomes
- Use clear, jargon-free language
- Include supporting evidence when possible
Consider the value proposition featured on the primary product page from HubSpot, an AI-powered customer platform that enhances business growth.
HubSpot’s value proposition works so well because it’s simple, customer-focused, and immediately highlights how their tools help businesses grow. By emphasizing ease of use, scalability, and growth, they make it clear how their platform solves key pain points for businesses of all sizes.
We recommend skipping the jargon-heavy feature lists at the top of your page. Instead, lead with benefit-focused headlines that speak directly to your buyer's pain points. This top section of your product page often determines whether visitors will continue exploring or bounce to a competitor's site. While the technical details are important, they should support your value proposition – not overshadow it.
Building Trust Through Social Proof
Did you know 75% of B2B buyers consider industry awards when making a purchase decision? Or that 92% of B2B buyers are more likely to purchase after reading a trusted review? In B2B purchase cases where the stakes are high and job security might be on the line, social proof isn't just helpful – it's essential.
Your product pages should incorporate various trust-building elements to help prospective customers feel confident in their decision. You can increase your conversion rates by 34% just by adding social proof to your product pages and landing pages.
Key visual elements should include:
- Customer logos from recognized brands in your target industries
- Trust badges showing security certifications and compliance
- Customer testimonials and customer reviews with specific, measurable results
- High-quality images and product images that showcase your offering
- Product videos or lifestyle images showing your product in action
- Industry awards and recognition
- Platform integration partnerships
- Industry analyst recognition
These design elements work together to create a lasting impression on prospective buyers while providing the social proof B2B customers need to make purchase decisions.
Real Examples of B2B Social Proof Done Right
The product page of RocketReach, a prospecting company for B2B clients, shares that they serve more than 21 million users – and that 95% of the S&P Fortune 500 trusts them to find accurate emails and phone numbers on a global scale. It also features the logos of some of their biggest customers, from Google to Ticketmaster.
Showcasing the number of customers they serve and the well-known brands that trust their services sends a clear message to potential buyers that RocketReach’s solution is proven, reliable, and trusted at scale.
Or consider HoneyBook, an online payment software company that’s product page features both testimonials from real clients and a bold statistic about the percentage of customers who would recommend them. This combination of social proof elements provides powerful evidence that other businesses have found success using their software, making it easier for prospects to see HoneyBook’s software as a worthwhile investment.
Finally, let’s take a look at the product page from CRM powerhouse HubSpot. The platform shares that customers can connect nearly 2,000 different tools to its software, emphasizing its versatility and ease of integration – key priorities for B2B buyers. Paired with their awards and recognition, HubSpot gives prospects tangible proof that their solution is both trusted and industry-approved, which boosts confidence and credibility.
But remember: simply throwing social proof elements on the page isn't enough. You need to strategically place them to support the buyer's journey and decision-making process. Consider organizing social proof by industry, company size, or specific use case to help visitors find the most relevant examples for their situation.
Technical Information That Converts
While we emphasize leading with benefits, technical specifications remain crucial for B2B product pages. The key is presenting this information in a way that's both comprehensive and digestible.
For each individual product or product category, consider implementing:
- A comprehensive product description that highlights core benefits
- A detailed list of features and product functions
- Expandable sections for product specifications and key details
- Downloadable data sheets and product details
- Interactive product configurators
- Comparison tables for different product tiers
- Integration documentation
- Security and compliance information
- Implementation requirements
- Performance metrics
- Support and maintenance details
Creating an effective landing page for each product means balancing the need for comprehensive product details with a clean, organized presentation that helps B2B visitors find exactly what they're looking for.
Best Practices for Presenting Technical Information
- Know Your Audience: Tailor the content to the technical expertise and needs of your target business audience.
- Highlight Benefits Over Features: Clearly explain how the product solves problems or adds value to their business–not just what it does.
- Use Visuals Effectively: Humans process visuals 60,000 times faster than text. That’s why incorporating visuals such as diagrams, videos, and infographics can make complex concepts easier to understand.
- Organize Content Intuitively: Structure technical information logically with clear headings, bullet points, and easy navigation for quick access.
One B2B company that presents technical information well is Cellares, a biotechnology manufacturing business dedicated to revolutionizing cell therapy.
Here’s what we appreciate about Cellares’ product page dedicated to their innovative technology:
- Interactive Elements: The page includes an infographic about their consumable cartridge that showcases a tabbed interface where users can discover various features. Each feature links to a detailed landing page packed with images, text, and videos, making it easy for visitors to understand the nuances and benefits of the technology.
- Compelling Statistics: Statistics like “90% less labor required” and “90% less facility space required” capture attention and reveal how the company’s products can benefit prospects and reduce their workload.
- Thoughtful Visuals: Videos and charts reveal how the technology works and how it can result in significant cost savings, while the various visual types invite exploration and cater to different learning styles.
Designing for Multiple Stakeholders
Your product page needs to speak to different stakeholders who might be involved in the purchasing decision.
Create clear pathways for different user types, which may include:
- Initiators: Identify the need for a product or service and begin the process.
- Operations Leaders: Ensure the solution enhances workflow and productivity.
- IT Leaders: Evaluate the solution's technical compatibility and reliability.
- Finance Leaders: Assess affordability and alignment with long-term financial plans.
- Champions: Advocate for the solution internally and act as the main point of contact.
- Problem Identifiers: Recognize pain points or inefficiencies.
- Solution Choosers: Evaluate potential fixes and present options to decision-makers.
- Decision-Makers: Have the final say on the purchase (often VPs, C-Suite executives, or directors).
- Procurement Leaders: Handle negotiations.
- End Users: Those who will directly use the product or service being purchased.
Consider implementing role-based content filtering or clear navigation paths that help different stakeholders find the information most relevant to their concerns.
Creating Content to Address Needs by Role
As you craft the product pages of your B2B web design, think beyond features and benefits and consider how you can create tailored content that resonates with the unique priorities of every stakeholder involved in the buying decision. This includes technical decision makers, business decision makers, and end users.
Technical decision makers need:
- Detailed specifications
- API documentation
- Security information
- Integration details
- Performance metrics
Business decision makers look for:
- ROI calculations
- Case studies
- Implementation timelines
- Total cost of ownership
- Support and maintenance details
End users want to see:
- Feature demonstrations
- User interface previews
- Training resources
- Support documentation
- User testimonials
Conversion Elements That Drive Action
Your call-to-action (CTA) strategy needs to account for the B2B buying cycle. Unlike B2C, where "Buy Now" might be appropriate, B2B product pages need multiple conversion paths.
Primary CTAs
Each CTA button should be strategically placed to capture leads at different stages of the customer experience. Relevant CTAs placed in the optimal spots can increase revenue by up to 83%.
Consider inviting your lead to:
- Request a demo
- Start a free trial
- Get a custom quote
- Schedule a consultation
- Sign up for marketing emails (collecting their email address for nurturing)
Secondary CTAs
Support your digital marketing efforts with additional conversion opportunities:
- Technical documentation
- Case study downloads
- Product comparison guides
- ROI calculators
- Feature overview videos
- Implementation guides
- Security white papers
The key is ensuring that your CTAs appear prominently in organic search results and guide prospects naturally through their customer journey. Many successful B2B website examples show that mixing primary and secondary CTAs throughout the page can help capture leads at different stages of the decision process.
CTA Implementation Tips and Statistics
Here are some statistics about CTAs to keep in mind:
- You can increase conversion rates by up to 161% by using a clear and specific CTA.
- You can improve conversions by up to 70% by including a CTA button at the bottom of your product page.
- Incorporate personalized CTAs to see a performance increase of up to 202%.
- Place CTAs above the fold to outperform below-the-fold CTAs by up to 304%.
- Center your CTAs to get up to 682% more clicks than those aligned to the left.
Ensure each CTA is clearly visible and contextually relevant to the content around it. Consider using sticky CTAs that remain visible as users scroll through longer product pages.
Mobile Optimization for B2B Websites
Did you know 80% of B2B buyers use a mobile device at various points during the purchase process? And 90% of those who have a great mobile experience are likely to repurchase from the same B2B vendor – an increase of 40% compared to those who have a negative mobile experience.
While desktop might still dominate B2B purchasing decisions, mobile optimization remains crucial. Many initial research sessions happen on mobile devices, and your product pages need to deliver a seamless experience across all platforms.
Mobile Optimization Priorities
As you begin to optimize your website for mobile devices, focus on:
- Making technical specifications easily readable on smaller screens
- Ensuring all downloadable resources are mobile-accessible
- Optimizing forms for mobile completion
- Maintaining clear navigation paths on smaller screens
- Implementing touch-friendly interactive elements
- Optimizing page load times for mobile networks
- Ensuring readable font sizes and button targets
- Simplifying complex tables and charts for mobile viewing
Datadog, a provider of SaaS-based data analytics software, is one company that prioritizes users who view their product page on smaller devices.
Here’s how their product page is optimized for mobile:
- Quick Load Times: Datadog’s website loads fast. In fact, we found that the site actually loads quicker on mobile than on desktop.
- Strategic Placement of CTAs: The site’s “Metrics” product page features multiple calls to start a free trial, including a button at the very bottom so that mobile users don’t have to scroll back to the top.
- Significant Whitespace: Large links are easy to click on smaller screens, while ample whitespace ensures users won’t accidentally click the wrong link.
- Easy Access to Resources: All downloadable resources are mobile accessible, and gated content brings up a simple form with large form fields.
- App Downloads: The product page provides large clickable buttons for mobile users wanting to download the company’s app for iPhone or Android.
Content Strategy and Presentation
Your product page content should follow a logical hierarchy that guides visitors through the discovery and evaluation process. Start with high-level benefits and gradually dive into more detailed information.
Consider this content structure:
- Value proposition and key benefits
- Social proof and credibility indicators
- Core features and capabilities
- Technical specifications
- Implementation and support details
- Pricing and packaging options
- Next steps and conversion paths
Use clear subheadings, short paragraphs, and ample white space to make your content easily scannable. Consider using expandable sections to manage complex information without overwhelming visitors.
Measuring Success and Optimization
Your product pages should be continuously evolving based on performance data. You’ll need to track important metrics and split test various elements to optimize your pages.
Key Performance Indicators
Essential metrics to track include:
- Conversion Rates: Aim for a conversion rate between 2-5% – or even higher if you’re in the B2B service industry, where the average conversion rate is 7%.
- Time on Page: Website visitors tend to stay on B2B web pages for an average of 1.37 minutes (the highest average of any industry), so use this as your benchmark for determining whether users find your product pages informative and relevant to their needs.
- Engagement: Strive for an engagement rate of at least 54% – the average for B2B industries.
- Form Completion Rates: The average form completion rate for B2B companies is 2.2%, so do your best to exceed this rate.
- Bounce Rates: B2B companies should aim for a bounce rate of 60% or less.
A/B Testing
Regular A/B testing (also called split testing) of key elements can help you optimize your site’s performance over time.
Focus on testing your:
- Value proposition messaging
- CTA placement and wording
- Technical content presentation
- Form length and fields
- Social proof placement
- Page layout and design
- Mobile responsiveness
- Content organization
Common Mistakes to Avoid
Learning from others' mistakes can help you create optimized product pages and avoid ineffective content and design that costs you leads and sales.
Here are some common pitfalls to avoid:
- Overwhelming visitors with technical details before establishing value
- Lacking clear next steps or conversion paths
- Missing crucial social proof elements
- Poor mobile optimization – 93% of users will abandon your site if it doesn’t load properly on their mobile phone
- Insufficient technical specifications
- Generic messaging that doesn't speak to specific industry challenges
- Complicated navigation structures – 61% of visitors will leave your site if they can’t find what they’re looking for in 5 seconds
- Slow page load times – did you know B2B websites that load in 1 second convert 5x higher than sites that load in 10 seconds?
- Outdated or inconsistent information
- Missing integration details
Taking Action
Transforming your B2B product pages into conversion engines doesn't happen overnight, but you can make significant improvements by focusing on key elements first:
- Audit your current product pages against the elements discussed
- Identify your biggest gaps and opportunities
- Prioritize improvements based on potential impact
- Implement changes systematically
- Monitor results and adjust as needed
Consider this implementation timeline:
Month 1
- Audit existing pages
- Gather stakeholder input
- Define success metrics
- Create improvement roadmap
Month 2
- Update value propositions
- Enhance social proof elements
- Improve technical content presentation
Month 3
- Optimize conversion paths
- Implement mobile improvements
- Begin A/B testing program
The Impact of Well-Designed Product Pages
90% of B2B buyers research 2-7 different websites before making a purchase decision. Product pages that address key decision-making factors and provide a seamless user experience will increase the likelihood that potential customers will engage with your sales team. Make sure your product pages are working as hard as possible to convert qualified leads and support your sales process.
Keep in mind that your product pages should:
- Clearly communicate value
- Build trust through social proof
- Provide comprehensive technical information
- Support multiple stakeholder needs
- Offer clear conversion paths
- Deliver a great mobile experience
Remember: in a world where B2B buyers are doing their research online, your product page isn’t just a resource—it’s your best sales rep.
