Creating a perfect title is no less than creating a masterpiece. With an accurate title according to the marketplace guidelines, you increase the likelihood of customers clicking your product which eventually cranks up the chance to increase the sales.
Creating that perfect equation which starts with product titles and ends in sales is not as easy as it sounds. It takes a lot to create a title that ranks above millions of products and thousands of alternatives present in an online market.
In these marketplaces, products are ranked solely according to search queries. The more optimized a title is, the more effective its ranking and click-through rate (CTR) will be. Sellers who give importance to keywords in titles are most likely to see an increased CTR by 18% (Thanks to Datafeed Watch for the research). Even though an improved CTR separates a premium product from the mediocre ones, it is still an underrated concept in 2021. Many sellers do not understand that on big marketplaces like eBay, a good CTR and ranking give a competitive advantage.
Over the past 25 years, eBay has been an extremely competitive playground for online sellers. eBay has always found a way to differentiate itself from the rest of the e-commerce markets. The reason eBay is so successful is due to its extreme concentration on providing sellers with some preferences. The sellers who know how to develop rich content and gain CTR, are ranked first by eBay. The marketplace has been incredibly strict with what its sellers put on as their listings. Highly demanding, eBay guides its sellers throughout their journey to help them ace the market with words. Get ready to witness some of the best and simplified ways through which you can create the best title for eBay.
How to Create?
Image Credit : eBay
Gucci Flora Eau De Parfum Fragrance Pen .25 oz Brand New in Box
The title placed above is first of all accurate and then of course compelling. As a product title needs to be crafted in a way which describes the brand and presents the information to users in just the manner they look for, the success score of a title depends on how brilliantly a seller follows the accuracy formula.
Brand + Product + Feature + Specification = Perfect Title
The formula specifies what a series in a title should be.
- Titles should always begin with the brand name
- A title should have a maximum of 80 characters or less
- Title should be easy to understand hence must have short and simple words
- Should be original
- Language should be neutral
- A product with multiple items must list the quantity. Such as, “Pack of 3”
- For bundles the base products must be mentioned along with additional accessories. Such as, “Irine Russian Teapot 225ml with Glass Cup and a Coaster”
Every perfect existence has a set of dos and don’ts. Here are some of the restrictions that add value to the product title.
- While preparing a product title, plus sign (+) should be strictly avoided unless it’s part of the official title
- A title should not include symbols such as @,#,$,%, and ^
- In a title, emoji, exclamation points, and slangs are to be avoided
- Adjectives are often thought of as unnecessary and invaluable, they are to be avoided
- No special formatting such as bullets, bold, italics, underline, and all caps are required
- Conjunctions such as “the,” “to,” and so on are to be avoided
- Promotional text should not be used
- A title must not include any hyperlinks (especially those leading to the brand’s website)
- Plagiarism is a strict no-no for titles
- Numbers can only be added if it is necessary
- Abbreviations do not find any space in a title instead of “WLN” a title should have “Woollen”
- A title should not include any obscene word
It is highly advisable for all sellers to strictly follow these rules. A few sellers who don’t adhere to these specifics face rejection of their product listings. As eBay is very upfront about its guidelines, it never permits any seller to violate them.
Best Practices that Make a Title Successful
Writing and arranging words can be done powerfully. Speaking of product titles, every seller today knows how to follow instructions, but only a few sellers know how to step out of the mediocre product title practices and adopt ones that work.
Along with the dos and don’ts, today we’ll talk about the practices that make a product title worth getting clicked.
eBay prefers to keep communication according to the local languages of a region. The moment sellers start using a foreign language, there’s a high chance of the title to get disqualified. If by any chance, it still qualifies, such titles create a lot of confusion among the customers. As, due to foreign terms, customers may fail to understand a product, the natural outcome happens to be very low CTR.
Image Credit : eBay
As an interesting deviation, check this image, you can clearly observe that Armani has used French vocabulary like “pour” and “homme.” Now, this isn’t something that the brand has added in just the title, Armani has a part of the product title that is infused with foreign language from the start. In such cases, eBay allows the brand’s listing on its marketplace.
Think Like Your Audience
The best advice for a product title copy is to make it like something that your target audience would easily find. You should prepare a product title with keywords that are trending in that product category. Remember, keywords play a huge role in ranking. A seller needs to weave product titles with keywords that are popular and are very common. When keywords are common, customers are more likely to search for the product as they identify a product with those words. The title with the most number of relevant keywords ranks higher than the other.
Image Credit : eBay
In the above image, see a search result that has the words “perfume,” “50ml,” and “women.” A seller needs no special adjectives to increase CTR or favor eBay’s algorithm. From thousands of perfumes, only the most relevant titles are displayed. Not surprisingly, they have gained good reviews from customers because when a product gets visible to the masses, it gets sold, and fetches reviews and recommendations.
Unsaid truth: Relevant product title makes a product strong. It encourages a user to click the product, and the opposite happens to titles when they are created poorly. Emphasizing the importance of keywords again, they are the ones who make a title relevant and strong. In the quest to make a title worthy, sellers often stuff it with unnecessary keywords. Such keyword stuffing leads a seller nowhere in the ranking, instead they end up with a no-good fluffy product title. There is no doubt that a seller can get confused and end up dissatisfied when preparing a title.
Whenever sellers do this, we step ahead and correct them. Over the years, we have benefitted sellers in improving their product ranking. We know that all marketplaces aren’t the same, and our team recognizes how to create content in a manner that the eBay algorithm supports. If you are the next seller who is aiming to uplift. All it takes is to give us a call.