Your product page is a brochure. It should be a salesperson.
A brochure describes. A salesperson reads the customer, addresses the specific objection in the room, builds the commercial case for the purchase, and closes. The difference between those two things is the difference between a product page that converts at two percent and one that converts at four.
I spent time at Native Instruments sitting at the intersection of product ideation, build, and the commercial layer that connected the product to the customer who needed it. The gap I found consistently was not in the product. It was in how the product was translated into a purchase decision on the page. The engineering team knew exactly what the product did. The page described what the product was. The customer needed to understand what the product would do for them specifically.
Your product page is written from the inside of your business looking out. Your customer is approaching it from the outside looking in. Those are opposite directions and the page you built for one direction does not work for the other.
Examine the product page not as a content asset but as the commercial moment it is.
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