Published on September 22, 2013 How to name your online products for maximum sales
How well do you know your products?
Name your products on your site based on how your customers describe them, not how your supplier does.
- Your customers might use different terms to search for those products
- You run the risk of duplicating content from other websites
- You could be helping your customers find competitors selling identical products
Your descriptions vs supplier descriptions
Manufacturers use feature-based product descriptions
Potential for duplicate content
What to consider in a product title for your website
- How might your customers describe this product? What words would they use to describe it to a friend on the phone?
- Is there industry jargon in the product title? If so delete it. If your product is not specifically searched for by the jargon word, then jargon will merely confuse your customers or not show up in results for their searches. It won’t be a direct help for you in search engines either, because the people who will be searching for your products using industry jargon will be your competitors or other related businesses.
- Might customers use abbreviations or simplifications? Customers may use abbreviations or simplifications to describe a brand (e.g. a customer might write Thomas train instead of Thomas the Tank Engine)
- Visit forums relating to the product that you’re selling or somewhere where customers who might buy that product are talking about it. Look at the words they are using.
- Look in the search statistics of your existing website to see if customers are searching your own site for that product
- Use the Google AdWords Keyword Planning Tool to look at how many searches are being performed for a particular product term or key word in all of Australia, globally or the specific target geographical area where your customers are located.
- Search in Google for reviews about the products you are listing. Look at how the products are described by other customers in those reviews to get a sense of the language used for this product.
Balancing information with mystery
Using the right phrases in your title is an important part of being relevant
Don’t rely only on product titles for click through
- product image. A picture really is worth a thousand words as time-starved online shoppers are usually very impatient and visual. A compelling picture will get your customer’s attention before they read the title so make sure the image is clear, descriptive and appealing to your target customer group. Make sure your picture matches up with what’s in your title. Don’t for example have an image showing that there are 25 items in a set and then advertise “over 10 widgets” in the title as this mismatch between the title and the image leads people to think “do I get all 25, or only 10?”
- product description (or meta description that is shown to search engines and used in search engine snippets).
- review stars (where present positive reviews are present they can encourage click-throughs)
Summary: Writing killer product titles
- Catchy – it’s the headline for your product. Make it unique to sell your product – don’t just describe it if you want click-throughs.
- Simple – don’t make it too clever or complicated. It’s a headline, but its a name not an article
- Uses search phrases – don’t stuff the title full of keywords but use the key phrase that people will use to find that product
- Medium length – there’s no formula number of characters as it depends on the product but you want it more than a few words long so you can use the main search keyword for that item, and long enough so you can demonstrate what makes that product memorable, but not so long it can’t be viewed in a category grid without being cut off.