February 24, 2025

How To Build a High Converting Product Page

49 minutes

#222: Website Teardown | Do your product pages actually tell potential customers what they need to know—or are they just a list of features they’ll ignore? In this session from the Ultimate Roast of B2B Websites, Madhav Bhandari, Head of Marketing at Storylane, joins Robert Kaminski, Co-Founder at Fletch PMM and Dan Murphy, COO at Exit Five to tear down real B2B product pages, exposing what works, what doesn’t, and how to fix it.

They also cover:

The biggest mistakes B2B marketers make on product pages (and how to fix them).
How to structure a product page that drives trials and conversions.
The role of interactive demos, videos, and CTAs in guiding prospects to the next step.

Timestamps

(00:00) - - Introduction to Madhav, Robert, and Dan

(01:14) - - Why most B2B product pages fail to convert

(02:49) - - The five biggest mistakes companies make on product pages

(05:26) - - The importance of clear messaging over a list of features

(07:44) - - Should you use videos, screenshots, or interactive demos?

(10:15) - - How to structure a product page that actually drives trials

(12:07) - - Breaking down the role of CTAs and conversion flow

(14:20) - - First product page teardown: What works and what doesn’t

(19:45) - - Product gifs vs. static images

(22:12) - - Second product page teardown: Fixing common UX mistakes

(25:30) - - When and where to use customer testimonials

(28:55) - - Why gating product demos might be hurting your conversions

(31:40) - - Third product page teardown: CTA placement and messaging

(34:10) - - The biggest takeaway from testing hundreds of product pages

(37:15) - - Quick wins to improve your product pages today

(40:22) - - Final takeaways

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Brought to you by:

Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.

Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.

Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.

Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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By Exit Five

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