Right, so our discussion of the perfect product page has covered putting in as much information as possible, and using great photographs. We can all learn something here as users of the major consumer product sites, such as Amazon. The product pages which are most likely to give you the confidence to click “buy now” will nearly always have nice photos and plenty of description. But they’ll also have one other crucial factor: positive reviews.
Now, you might be thinking that this isn’t really practical for your range of high-end, professional blue widgets. And of course it isn’t. But there are equivalents to “reviews” which leave you in control, but which provide the same function, namely instilling confidence in the buyer. These are testimonials and case studies.
Testimonials on business to business websites tend to be more general, company-oriented ones (e.g “The Blue Widget Company provided us with a service I can highly recommend” – Fred Bloggs, Chief Engineer, Acme Products). But there’s no reason why you can’t get product-specific ones to include.
Links to related case studies are also a sadly wasted opportunity on most companies’ product pages. If you’ve gone to all the effort of getting one written, why not link to it from the related product? It’s a terrific reassurance to potential customers which could make all the difference in whether or not they take their interest any further.