Short is not always sweet when it comes to product pages.
That’s what my team discovered by analyzing some of the top-performing B2B product pages out there.
What’s so important about product pages?
Product pages drive direct sales.
If you focus on effectively building product page content, you could see a big payoff in conversions and traffic.
The quality of your product page content, visuals, and navigation can make or break your store.
The best B2B product pages keep users engaged on the product and should boost customer confidence and customer loyalty in your brand.
Looking for tips to land high in the SERPs by creating content relevant to what users are searching for? Check out the B2B product pages we analyzed to see how much content is the right amount of content for your product pages.
Let’s start by looking at what you should be prioritizing for product page content based on the data we found.
Top Priorities for Product Pages
When you’re browsing online, do you notice the typical product page formula from site to site?
For an ideal user experience, product page layout, design, and functions are top priorities. Messaging and storytelling are also important. You want to develop a clear brand story and demonstrate to users how your B2B product makes their lives easier.
Make sure you have the major details included within your product page content. Here are five essential elements of a product page:
- Feature image(s): The visuals of the product should be clear, large, and catch the eye immediately (I also recommend having zoom functionality on photos and videos of the product in action).
- Product description: Communicate with your audience to convert them from visitors to customers by stating why they need your product.
- SEO schema: If you have schema in place, the product information will get you in the SERPs, allowing you to rank among your competitors.
- CTA button: Your goal is to convert the user. Get them to act using the “Add to Cart” button—an element that continues them through the funnel.
- Ratings, reviews, and FAQs: Since 77% of customers regularly read reviews, help your customer make a sound decision by having additional information to increase their chances of converting.
These elements are the center of the user experience.
Landing page flaws can break your brand since the content and user experience influence whether a user will purchase the item.
Once you have the page layout that best shows off your product, your collections can follow this same style for a high-quality user experience.
What We Found About Product Page Content
I know you’re curious about whether going minimalist will hurt your product pages.
To help you shape the best B2B product pages, we collected data from five companies with the top-trafficked product pages to show how different amounts of content perform.
To start, we used Ahrefs by plugging in the domain and filtering to find the top-trafficked product page. From there, we extracted data from the “Top Pages” section—pulling their keywords, organic traffic, and traffic value.
In late October, we analyzed the following software-as-a-service (SaaS) companies’ B2B product pages:
- Microsoft Azure
Let’s look at what the data revealed about their B2B content strategies.
Microsoft Azure: The Power of Visuals
Why it works:
Azure’s top-trafficked product page features an engaging image that’s a visual representation of what to expect—text-to-speech services.
You can see some of the elements we mentioned boost product page content in the roughly 1,000-word description, including a featured image, CTA, and product description plus mock demo. This contributes to the page ranking for over 5,000 keywords with URL traffic value at $31,800.
Dropbox: Effective, Concise Messaging
Why it works:
Dropbox shows why it’s one of the best B2B product pages by explaining the benefits of having an organized cloud space for your files.
At almost 650 words, this page has testimonials, a step-by-step visual tutorial, and resources for personal or work use for the software. Dropbox shows users how its software makes their lives easier by streamlining their workflows. That effective messaging helps Dropbox rank for almost 200 keywords, with organic traffic at 738 and the traffic value of the URL at $379.
Asana: The Value of Going Minimalist
Why it works:
Asana’s product page content is quite minimalistic, with a word count under 300. With a simple UX design, the company managed to rank for 320 keywords with an organic keyword ranking of almost 500.
Key value drivers for the page included the product description, CTA, and image showing the key forms functions. By effectively explaining how its forms can improve workflows, Asana generated a URL traffic value of $113.
Mailchimp: A Comprehensive Walkthrough
Why it works:
Nearly a quarter of small retail businesses that don’t have a website say they don’t know where to start. Mailchimp helps users as an all-in-one marketing platform with their website builder.
With a word count of well over 1,000, this page ranks for 5,315 keywords and has a URL traffic value of $266,900. Its organic traffic tops 62,000.
This page shows users how the process of content personalization works, from styling to refining product page content. Mailchimp also provides other elements we recommend, like a video, FAQ section, and testimonials to aid the user further.
Klaviyo: Connecting Readers To Features
Why it works:
To show off its email marketing features, one of Klaviyo’s B2B product pages demonstrates how users can use the platform to drive better email revenue. With a word count of just under 500, this page helped them rank for nearly 300 words with a URL traffic value of $390.
Klaviyo’s product page uses elements like workflow images and reviews from users’ peers. It also offers a demo to get users on track with email marketing.
What We Learned About Data
We learned from the data that the sites with maximalist product page content saw more success than those with minimal content.
Mailchimp had the most words on their B2B product pages and the highest organic traffic. Of all the sites, Mailchimp also saw the highest traffic value—$266,900.
This goes to show that SaaS B2B product pages do not need to be minimal.
It’s helpful to include content in FAQ accordions, testimonial slide shows, and other creative ways that maintain the look and feel of a modern website without compromising on content variation.
Microsoft Azure was right behind Mailchimp with 934 words on the page.
Noted as the second lowest-trafficked was Asana. It had only 239 words on the page, and they felt the effects of this. There were no noteworthy UX highlights to help the page stand out. Asana ranked for only 320 keywords and saw organic traffic come in at 489.
Our research suggests SaaS websites should aim to have around 1,000 to 1,200 words on their page (or strive to be close to Mailchimp and have about 1,500 words).
Frequently Asked Questions
Based on the data we analyzed, we recommend that your product page’s word count be between 1,000 and 1,200. Plus, the more dynamic content you can provide, the better your organic traffic will likely be.
Yes, while it is hidden, your users and Google crawlers can read it. It helps with organic search, providing additional information to users. Think of your accordion content as an extra helping hand with SEO.
Other than accordion content and bulleted lists, try dynamic visuals like demo images or explainer videos. Visuals help users see what they’re going to get. If they don’t scroll below the fold, give them everything they need at the top of the page.
Your product page content is one of the most significant sales tools on your site.
Keep your pages well-optimized and up-to-date. Even if the page has basic UX, it can still provide the users with the information they seek.
If you aren’t sure where to start, look to a pattern similar to your competitors or the examples from our data.
The best B2B product pages show it in their traffic-to-conversion rates, in turn increasing sales and brand awareness.
Watch your traffic and metrics to see if your product pages are delivering a compelling story about your product(s).
Monitor your conversions so you can turn your users into loyal customers.
Have you found the conversions and traffic flow you’re aiming for from your product page content?
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