It should also be noted that, though I’m calling these product pages for the purpose of this post, they should also be viewed as landing pages.
On Econsultancy, we attract plenty of traffic direct to report pages from search, email etc. This means that the product page has to work as a stand alone page.
What makes a great B2B product page?
Here are a few of the elements I was looking for.
A clear explanation of the product. This may seem obvious, but it’s amazing how many B2B sites I’ve seen where I can spend minutes trying to find out what the company actually does.
Some B2B products and services can be complex, but you need to try and explain them to customers before their attention wavers. We have the same challenge at Econsultancy.
- Visual appeal. Yes, you’re going to need plenty of text to explain to the uninitiated what you are offering, but you need to use visuals to make the page appealing.
- Explain the benefits. What will the service do for customers? How? Explain this clearly.
- Testimonials. If you have satisfied customers prepared to leave a testimonial, use them. Just make sure they’re not too cheesy.
- Product comparisons. If you have different subscription levels, then allow people to see the features of each at a glance
Video. A quick video explanation can be a great way to cut through everything and provide interested visitors with a clear description of product and benefits.
It’s important to keep them reasonably short for first time visitors. A quick one minute explainer is more likely to be seen than five minutes of detail, however well produced.
Social proof. Showing that other people have used your service, and in a significant volume, can increase visitors’ confidence in your product.
This can take a number of forms. such as showing the logos of existing users, displaying stats on the number of users, and so on.
You’ll find plenty of social proof, and more, in the following examples…
Above the fold, this is a nice clean landing page, with prominence given to the number of projects completed using the service, and a nice clear call to action.
Basecamp gets into the nitty-gritty further down the page, explaining the features more clearly with the help of screenshots.
This graphic, showing some of the brands that have used Basecamp, is a great way of reinforcing the product.
Basecamp provides, or links to, all the information you will need about the service without overwhelming the visitor with huge swathes of text or too much sales-speak.
It also displays several calls to action down the page so users can see them whichever stage of the research process they are at.
Another simple product/landing page. The two sentences provide a clue as to the product offered, while also enticing people enough to explore further.
The product information is spread over three pages rather than a long page as Basecamp uses, but it’s still very well presented.
For example, common FAQs about the 14 day trial are answered clearly:
The pricing for different plans is presented in an appealing way, using colour and shades, as well as mouseover information, to explain the features and limits of each plan.
This landing page quickly explains what the service does, with this line, which reinforces the importance of good (and succinct) copywriting:
Let our community of 291,291 designers create dozens of designs for you.
This line explains the service, as well as showing the number of designers, a useful form of social proof.
The use of video is good too. Rather than visitors having to search for the information, video is a good way to cut through all of this and explain the product or service clearly.
This video is short (just 59 seconds) so as not to deter viewers, and explains the service very well.
The landing page is clear enough, explaining what the company offers:
Clicking ‘get started’ puts you straight into the product selection process, asking you to select a template for your website.
The three step process is summarised, while the page has great visual appeal.
It shows examples of the businesses using each design which you can check out too:
I wonder how successful the sales process is though. From selecting a design, you’re asked to register straight away for a free trial, without having even seen any price information.
This feels a little too rushed to me, but perhaps it’s working for Squarespace.
This landing page explains the service very succinctly, with a clear call to action.
The numbers using the service shown underneath help to reinforce the impression that this is an established business.
Just underneath, the logos of brands that have used the service are shown for further reassurance.
The icons show the services offered, and each one links to further information. A good way to convey a range of services at a glance.
This shot shows the interface and how it works, explaining the benefits to visitors.
All in all, it’s a very long landing page, but it does explain the product, features and benefits very well indeed.
This is just a small sample, and I’m sure there are plenty of other great examples out there. Let me know which you have admired…