#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
(02:38) - - Why most B2B product pages fail to convert
(04:13) - - The five biggest mistakes companies make on product pages
(06:50) - - The importance of clear messaging over a list of features
(09:08) - - Should you use videos, screenshots, or interactive demos?
(11:39) - - How to structure a product page that actually drives trials
(13:31) - - Breaking down the role of CTAs and conversion flow
(15:44) - - First product page teardown: What works and what doesn’t
(23:00) - - Product gifs vs. static images
(25:27) - - Second product page teardown: Fixing common UX mistakes
(28:45) - - When and where to use customer testimonials
(32:10) - - Why gating product demos might be hurting your conversions
(34:55) - - Third product page teardown: CTA placement and messaging
(37:25) - - The biggest takeaway from testing hundreds of product pages
(40:30) - - Quick wins to improve your product pages today
(43:37) - - Final takeaways

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Today's episode brought to you by Navattic.

B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.

This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.

And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.

They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.

Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.

So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.

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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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How To Build a High Converting Product Page

The Exit Five CMO Podcast (Hosted by Dave Gerhardt)