E-commerce has revolutionized the way people shop. There are estimated to be over 20 million e-commerce websites online and the number keeps cropping up constantly. The online marketplace is fierce but it is ridiculously diverse and can reach places and customers that you can only dream of.
So, the question is – How to be a step ahead of your competitors?
While this world keeps on evolving, don’t let that scare you away from some of the orthodox techniques that never go wrong. One of those tactics is creating engaging and SEO-friendly product titles.
A product title defines the identity of the product. It is one of the first things a customer sees when purchasing a product. This guide is dedicated to helping you create the best titles for your products.
Why Are Product Titles Essential?
A product title ideally provides brief information about the product, thus helping customers to perceive the product better. Let’s understand the impact they have on customer experience.
For any customer to trust you enough to make a purchase, they must get value from the get-go. And not just that, it should be compelling enough for the customer to not ignore it. In other words, if a customer is opening four different pages to verify the product, you’ve lost their trust and interest.
A product is successful if it manages to engage well with the customer. Essentially, this engagement makes the customer feel more confident in purchasing the product. That is where product titles come into the picture. This may seem like a small thing to consider but it is an effective technique to boost your sales.
Product titles can help you blow away your customer by providing them insane value with a sense of urgency. Smaller screens and shorter attention spans mean that your content must be engaging and give them exactly what they are looking for.
Marketing and sales are all about playing with the psychology of the customers. In consequence, use keywords in your product titles. This way you can influence your user by making them feel that they have landed exactly where they want to be.
How to Write And Optimize Product Titles?
Words are extremely powerful especially when it comes to e-commerce businesses. And if harnessed effectively, they possess the ability to persuade, influence and convince customers to purchase a product. Here is how you should write product titles that sell.
Keep it Simple & Brief
We have already established that a title that is descriptive and informative provides more value and is, therefore, more effective than the others. So, craft your title in such a way that it is simple and precise while providing concrete value to the customer. To counter short attention spans of customers avoid redundancy and do not beat around the bush.
All this is important and so is the length of the title. Keep it short and straight to the point. Writing product titles that consist of all the relevant details while ensuring its length may seem a little overwhelming, the result speaks volumes of the effectiveness of the strategy. Your effort will be worth the sales.
It Must be Value Driven
Keep in mind that these product titles must be value-driven. The only way you can trump your competitors is by providing more value to your customers. And a title goes a long way in marking an impression on the customer’s mind about your product. Every small bit of content in your product listing must add value to your customer’s purchasing experience. You can simply do that with the way you phrase your sentence.
It is not about what you are or what you can give but what they get. Once you understand the difference between these three sentences, you will have no problem writing product titles or any e-commerce content.
Mention Attributes & Benefits
A simple way to add value to your title is by adding these key attributes in your product title:
- Brand Name
- Product Name
And do not stop with just these attributes, add the unique features and benefits that the product provides to grab the attention of the customers. Mentioning the USP of your product never goes wrong.
User Intent is Key
Understanding your target audience is important when writing any e-commerce content. So, the first step to writing engaging product titles is to narrow down your potential customers and find the right nerve to press. Learning about your buyer’s persona will help you explain your product better. You will be apprised with what they want and how your product can be the solution they are looking for.
In other words, learn about your target audience and create the titles according to what they like, want, need, and are attracted to.
There is no SEO without keywords. Mastering product titles simply means mastering keyword strategies. Stuffing keywords is where most product listings go wrong. You can indeed add keywords seamlessly to your titles. For that, you need to master keyword research. Use the right keyword that has the volume to drive sales and also connect with your customer the right way.
Avoid These in Your Product Titles
- Be wary of any typos. While it is human to misspell, it is not good for search engine optimization. This will affect your ranking on most search engines.
- Do not try to overcomplicate with any special characters or punctuations.
- Do not write in more than one language. Choose the language of the marketplace that you are using. For instance English Language for Amazon.com and French for Amazon.fr. Multiple languages often trick search engines and your product may end up in the wrong category.
- Refrain from using many acronyms. The title must be human as well as bot-friendly.
- Do not use profanity or any words that may get your listing banned by the marketplace.
- Do not write email or website addresses in titles. This affects the user experience which is why a lot of marketplaces ban listings with these addresses in the title.
Product titles play an essential role in the e-commerce marketplace. Structuring these with the right set of attributes, benefits, keywords, and value-driven content can make it a lead magnet. Pay close attention to your target audience, understand what they require and how your product can help solve their problem. Treat as if you are selling a solution and not a product.
Simon is one of the founders and head of operations at 405 Ads. Simon serves as an online marketing manager to businesses and agencies worldwide.
His overall business and marketing experience has helped hundreds of business owners get their presence done right when it comes to today’s online world.