Why Your Product Page Isn’t Converting and How to Fix It

If your competitors want to see your product, they're going to find a way to see your product. It's not that hard. They're going to have a peer or somebody they know that's seen the demo, that's going to share a screenshot or tell them how it worked, or just send the whole thing that they have access to of existing customers. It's not that difficult to get access to products nowadays. And so when it comes to sharing stuff, like, yeah, don't share your source code and don't share necessarily, like what you think the secret sauce is underneath, but definitely highlight your differentiation. If your competitors are like, looking into that, they don't really know how you got there. And so that's the, that's the whole thing is like, if they're overly focused on what you're putting on your page, you're already ahead of them. And I just wouldn't worry about it too much.

Let's do yours. Robert, you go first.

Yeah. Rob Kaminsky here, part of Fletch pmm. You may have seen me and my co founder, Anthony Peary blowing up your LinkedIn feed. Hopefully. We at Fletch focus specifically on positioning and homepage messaging, effectively helping B2B. Usually SaaS startups, better explain their product to their ideal customer. Excited to be here.

Awesome. And Manav, thanks for joining. You're going to present a little bit, but Manav, tell us a little bit about you and your background.

Yeah, absolutely. Hey, everybody. Yeah, I lead all marketing at Storylane, which is an interactive demo tool you might have heard initially. And Dave's intro. We also did the storyline Chuck at the drive event. Right? Yeah. And so storyline, like I said, it's an interact demo tool used by some of the biggest companies in the world. You've heard of them? Gong Shari, Outreach, some of the initial names. But yeah, I'm excited to be here. I love product pages, but explain the.

Background because it looks familiar to probably a lot of us.

Yeah, this is the Office background. Yeah. Big fans of the Office and I just love it. I. I saw it on somebody's zoom and I was like, this is cool. Let me just use that forever.

I love that we all showed up at our college shirts today too. So looking, looking very professional. That's awesome. So before we get into the roast, we have 1, 2, 3, 4, 5. No, sorry, five websites to get to. Before we get into that, Manav's going to do a little walkthrough of product pages, how to build them, best practices, and he's even Going to share a couple examples. So Manal, I'm going to kick it back over to you and let's get into it.

You know, I've been in B2B SaaS for more than 12 years now. Worked with companies like Hubstaff, Closed, Bonsai, a bunch of others and worked on many, many product pages. I've also reviewed, you know, hundreds of websites and in this last one year itself, while working with Storyline, you know, while working and seeing like some of our customers sort of websites. And I'm actually, you know, sort of just wrapping up a website redesign project. So, you know, very fresh with the, some of the learnings we've had with product pages as well. Right. So there's, there's a bit of sort of context from all different places and that's why I'm excited to talk about product pages today. All right, so why, you know, why focus on product pages? Right, like, and you know, I always sort of go back to that. You know, there's a very famous sort of graph that, you know, Brand Balfour shared, you know, where it's sort of been like my career hack, where it's sort of like you focus on, you know, high impact, low popularity projects, right? Like those are the ones that sort of help you drive your career. And product pages are sort of those pages, you know, where nobody wants to touch them. They're often overlooked, they're hardly updated. So this is the, this is the graph I was talking about. This from shout out to Brand Balfour from Reforge. And you know, I think product pages live in that high impact, low popularity sort of thing. You know, nobody wants to sort of touch them, they're hardly up know, updated. But if you actually work on them, it can actually drive incremental growth, you know, in your pipeline. And what's amazing is that these product pages are where a lot of these high buy intent visitors are hanging out, right? So it makes sense to sort of, you know, just maybe work on that, right? And maybe just sort of like a background, like what's the point of a product page, right? So you know, like right in the earlier session we were sort of doing like a homepage sort of roast there, right? And when you look at the homepage, you basically, you know, have like these top of the funnel, middle of the funnel, you know, bottom of the funnel vistas coming in, right? And anybody sort of moving to a product page is, you know, potentially somebody who's sort of interested to go deeper into the product, right? And that's what they're sort of Trying to go there. You know, they're going from the top of the funnel to more middle of the funnel or bottom of the funnel. And they're trying to self educate themselves. And your job is to educate about the product in the most unboring way possible. So they take the next step, which is to either sign up or book a demo. And yet most product pages usually, I mean again I say most product pages make these five mistakes. They're either too long, I think like maybe sometimes seven or eight scrolls just going one section after the other, ranting away. They're either visually dull, right? So they're just sort of like this textbook sort of a page where you just have some just black, you know, white spaces with a lot of text. They're either too technical, they sort of just make the mistake where they jump in, you know, directly into like the advanced aspects of the product. Not really sort of realizing that this person sort of moving from just knowing about your product to understanding, you know, like the, the features, right? They either, you know, they're overwhelming sometimes. This is very common. You know, they have just too much information. They just, you know, product teams try to just explain every major and minor feature into that one product page. Just cram everything in there. And then I think the last one is just putting some sort of abstract visuals or worse like stock images on these product pages. We've seen that a lot. Instead of like real product screenshots. There's obviously a longer list, but this is probably the five most that at least I've seen while working on product pages. So and then there's also like this huge argument that's sort of going on right now. There's a debate, right, like should you have a demo on your product page or should you have a video on your demo page on your product page. Right? And I think my answer to that is that I think there's a place for both. And what I should, what I would probably say is that demos are great for active engagement. You know, it's, it's, it's particularly good for like the advanced level technical buyers who are looking to get a hands on feel of your product and they want to, you know, you want to sort of encourage interaction. You know, this is perfect, right? And this is where I would say you should put like your main CTA videos in my opinion are more for like passive engagement, you know, where like for example, you know, on the homepage and if you're trying to just sort of educate like a very top of the funnel vista about you know just about like high level aspects of your product. You would probably put like an ad which, you know, if you've ever seen the scripts ad, that's a great sort of example of a video where you could sort of just educate, you know, at a very high level. Right. And also videos are great, you know, to sort of put like maybe two or three second clips as sort of like GIFs in your, in your product page, right. Where you sort of show like how a particular step in the product works there. It sort of makes sense. So that's why I've probably written your non primary spots. Right. But I think what I see a lot of product pages make that mistake is you know, they try to push a video when users actually want a demo and they actually push for a demo when the users actually want a video. And so maybe this is not a standard rule, but at least the way I see it as top of the funnel or extreme top of the funnel, maybe focus more on the video, but middle and bottom of the funnel sort of visitors focus on more demos. Right. And basically your goal should be match the experience to users intent, whatever they're sort of looking for. And just if you want to kind of get started with interact demos, you can create a free account on storylane right away. And we sort pride ourselves that you can actually create a demo within 10 minutes. You can just get started anytime. All right, so I'm just going to take two examples just to sort of give you just a sense of what may be a good product pitch and what could be a bad one. We'd also take a couple of examples later on and do the roast. I'm going to take Gong's example right here. Right. So basically what I love about Gong's product pages are that they're super short. They just take three scrolls to sort of go through it. They offer a product tour if you want to go deeper into the product. You can see a product tour if you see in the particular sections where they're explaining the product, it's not a product screenshot, it's a product gif. So it's a two or three second short video explaining to the product. And there's clear CTAs all across the.