When it comes to product pages, less isn’t always more.

Our team delved into the top-performing B2B product pages to uncover what works best.

Why are product pages so crucial?

Product pages are key drivers of direct sales.

By focusing on optimizing your product page content, you can significantly enhance conversions and traffic.

The effectiveness of your product page content, visuals, and navigation can determine your store's success.

Top-performing B2B product pages engage users effectively, boosting both customer confidence and loyalty in your brand.

Want to rank high in search results by creating content that aligns with user searches? Examine the B2B product pages we analyzed to find the right balance of content for your product pages.

Let's explore what should be prioritized for product page content based on our findings.

Key Priorities for Product Pages

When browsing online, have you noticed a common formula for product pages?

For an optimal user experience, focus on product page layout, design, and functionality. Messaging and storytelling are also crucial. Craft a clear brand narrative and show how your B2B product can simplify users' lives.

Ensure that your product page content includes all the crucial details. Here are five key elements that every product page should have:

  • Feature Images: The product visuals should be clear, high-quality, and attention-grabbing. It's also beneficial to include zoom functionality on photos and videos showcasing the product in use.
  • Product Description: Engage your audience by clearly explaining why they need your product, helping to convert visitors into customers.
  • SEO Schema: Implementing schema markup ensures your product information appears in search results, boosting your visibility and helping you compete with others.
  • CTA Button: Encourage user action with a prominent “Add to Cart” button, guiding them through the purchasing funnel.
  • Ratings, Reviews, and FAQs: Since 77% of customers regularly check reviews, providing additional information like ratings and FAQs helps customers make informed decisions and increases conversion chances.

These elements are central to creating a positive user experience on your product page.

Any flaws on your landing page can negatively impact your brand, as content and user experience directly affect purchasing decisions.

Once you've designed a product page layout that effectively showcases your product, apply the same style to your collections for a consistent, high-quality user experience.

Insights on Product Page Content

Curious about how a minimalist approach might impact your product pages?

To help you create the best B2B product pages, we analyzed data from five companies with the highest-traffic product pages to see how varying amounts of content perform.

To begin our analysis, we utilized Ahrefs to identify the most visited product pages by entering the domain and applying filters to locate the top-trafficked pages. We then gathered data from the “Top Pages” section, including keywords, organic traffic, and traffic value.

In late October, we examined the B2B product pages of the following software-as-a-service (SaaS) companies:

  • Microsoft Azure
  • Dropbox
  • Asana
  • Mailchimp
  • Klaviyo

Let’s explore what the data uncovered about their B2B content strategies.

Microsoft Azure: Leveraging the Power of Visuals

eCommerce

Microsoft Azure: Harnessing the Impact of Visuals

Why it stands out:

Azure's most visited product page effectively utilizes a compelling image that provides a clear visual representation of their text-to-speech services.

The page includes several key elements that enhance product page content, such as a prominent image, a call-to-action (CTA), and a detailed product description with a mock demo. These features contribute to the page's ranking for over 5,000 keywords, with a URL traffic value of $31,800.

Dropbox: Clear and Concise Messaging

eCommerce

Why it works:

Dropbox: Clear and Effective Communication

Dropbox demonstrates why its product page is highly effective by highlighting the advantages of maintaining an organized cloud storage system.

Spanning nearly 650 words, the page includes user testimonials, a detailed visual guide, and various resources for both personal and professional use. Dropbox effectively communicates how its software simplifies users' workflows, contributing to its ranking for nearly 200 keywords. The page attracts 738 organic visits and has a URL traffic value of $379.

eCommerce

Asana: The Value of Going Minimalist

eCommerce

Asana: Minimalist Yet Impactful

Asana’s product page adopts a minimalist approach, with content under 300 words. Despite its simple UX design, the page successfully ranks for 320 keywords and achieves an organic keyword ranking close to 500.

The page's key strengths include a clear product description, a compelling CTA, and an image that illustrates the core functionalities of the product. By effectively showcasing how its forms enhance workflows, Asana's page boasts a URL traffic value of $113.

eCommerce

Mailchimp: A Comprehensive Walkthrough

eCommerce

Mailchimp: Comprehensive Marketing Support

Many small retail businesses without a website often feel unsure about where to begin. Mailchimp addresses this with its all-in-one marketing platform and website builder.

With content extending beyond 1,000 words, Mailchimp's product page excels, ranking for 5,315 keywords and achieving a URL traffic value of $266,900. The page attracts over 62,000 visitors organically.

The page effectively demonstrates the content personalization process, from initial styling to refining product page content. Additionally, Mailchimp includes key elements like a video, FAQ section, and testimonials to further assist users.

eCommerce

Klaviyo: Connecting Readers To Features

eCommerce

Klaviyo: Maximizing Email Marketing Efficiency

Klaviyo showcases its email marketing capabilities by demonstrating how its platform can enhance email revenue. Despite a relatively concise word count of just under 500, this page ranks for close to 300 keywords and has a URL traffic value of $390.

The product page features workflow visuals and user testimonials from peers. It also provides a demo to help users effectively utilize email marketing strategies.

eCommerce

What We Discovered from the Data

Our analysis revealed that product pages with more comprehensive content tend to perform better than those with minimal information.

Mailchimp, which featured the most extensive content at over 1,000 words, achieved the highest organic traffic and the highest traffic value at $266,900. This underscores that SaaS B2B product pages benefit from detailed content.

Including elements such as FAQ accordions, testimonial slideshows, and other creative formats can enhance the user experience without sacrificing content depth. Microsoft Azure followed closely with 934 words on its page.

Conversely, Asana, with only 239 words, experienced lower traffic and keyword ranking. The limited content and lack of notable UX features contributed to its lower performance, with only 320 keywords ranked and organic traffic at 489.

Our findings suggest that SaaS websites should aim for approximately 1,000 to 1,200 words on their product pages, with a target closer to 1,500 words like Mailchimp for optimal results.

Frequently Asked Questions

How many words should my product page have?
Based on our analysis, a word count of between 1,000 and 1,200 is ideal for product pages. Incorporating dynamic content can also boost your organic traffic.

Does accordion content count toward my total?
Yes, accordion content is accessible to both users and Google crawlers, contributing to SEO. Think of it as an additional tool to enhance your page's search visibility.

How can I add more content without increasing scrolling?
Utilize dynamic visuals like demo images or explainer videos in addition to accordion content and bulleted lists. Provide essential information at the top of the page to minimize the need for scrolling.

Conclusion

Your product page is a crucial sales tool for your website. Ensure that your pages are well-optimized and regularly updated. Even with basic UX design, a well-informed product page can meet user needs effectively.

For guidance, consider the successful patterns observed in your competitors or the examples we analyzed. High-quality B2B product pages reflect positively in traffic-to-conversion rates, boosting sales and enhancing brand visibility.

Keep an eye on your traffic and metrics to assess the effectiveness of your product pages and convert users into loyal customers.