Nearly 95% of businesses fail drastically for listing their products on marketplaces inaccurately. When a seller lists a product on Amazon or Walmart, there are many factors that influence its success. Those that prevent a product from being successful are disconnection between inventory and active ASIN, incorrect product feeds, and the most vital one – a poorly written product title. A product title is the most overlooked element of the e-selling process. Three out of five sellers fall prey to poor product title content, and then their listing and ranking associated with it suffer.
E-commerce has become flooded with millions of products and services, and it becomes difficult for a consumer to choose one. So, the marketplaces play smart by ranking the product in search results based on its rating, reviews, and titles. These rankings are purely based on how successfully a seller has described its product. Hence, the product with an eye-catching and understandable title gets ranked above the rest. Sellers use excellent wordplay which aligns with the relevancy of customers’ search.
It takes a lot more than simple texts to create a compelling product title. The quality of the title impacts the entire selling process, from adding products to the cart to checking out. When a title talks on behalf of a seller, it becomes easy for a customer to click on it. According to Beeketing, 20% of listings fail to sell because their descriptions lack essential features. Thus, a good title explains every detail about the product and can lead to a 78% increase in the purchase.
By this point, you might be wondering about how to create titles that can add value to the overall business. A good title not only earns search clicks but also showcases the potential of a product. Getting a maximum number of customer e-visits on the site and customer engagement is our goal. Therefore, in this first post of our series, we will discuss the characteristics of a perfect product title and how it can benefit you.
The Need for a Good Product Title
There is a need to optimize the title and make it stand out in the overwhelming crowd of texts. Marketplaces like Amazon and Walmart heavily rely on the description and content a seller provides. These platforms are responsible for displaying your listing by filtrations. Once the name matches their requirements and approvals, the product is successfully ranked.
To purchase a product, an average American prefers Amazon over any other site. The sale of a product will heavily depend on search results here. Hence, a seller here gets huge benefits when its product appears in the top 25 search list.
Edge Over Search Results on Engines
Previously we spoke about marketplaces and their rankings. Incidentally, these marketplaces also get ranked by search engines. Search engines like Google free-list a product through the data. These e-commerce platforms have to push hard to stay on top in search results. Subsequently, the role of a product title here is very crucial. If the text is planned and mapped according to Google specifications, it organically boosts the product. Hence, to stay under the umbrella, it’s better to engage well with people. If an item matches exactly with the search query, the conversion rate increases for the seller. Today, every seller aims to be at the top of Google’s shopping campaign. Imagine what level of conversion one will see when their product features on top of a search engine used by 4.39 billion people around the globe.
Audience Should Understand
It takes only 10 seconds for a user to switch to another webpage or move to another product. So, a seller should better make the time of a buyer worth and advantageous for the product. Here a user will not waste time searching all 20,000 substitutes. The user will rely on optimized content as it can give the most suited option for decision making.
With the right title for a product, not only does the demand increase, so will sales and brand awareness. A descriptive title sells itself. When comparing products, a customer can overlook the price factor if they find the product matchable.
What Does it Take?
SEO and Title Integration
All this time we spoke about the optimized title. Here, we’ll show how a seller can get a title that is just 1 second away from a click. Through SEO (search engine optimization), one can prepare search-friendly titles and content. As a result, products will be ranked and boosted organically by the marketplace. Whether on Amazon, Walmart, or Shopify, using specific keywords places a product above the rest. But in this process, one should avoid keyword stuffing. To appear on top, many brands take the black hat route and overuse SEO keywords. In addition, one should avoid fluff. Adding overwhelming adjectives won’t help as a user can easily match and verify the product with a description. These keywords are the most commonly used and relevant words available for every product.
One need not spend a great deal of money on the SEO tools available. The best way to achieve SEO content is to go with experts who not only can write for you but can also provide you with deep insight into how customers prefer to use words.
The Right Format
So, what would these keywords be? These keywords are features of a product. And here’s when formatting comes into play. Alongside the keywords, the category of a product and its features will play a huge role in a product getting discovered. The desirable format will include:
- Brand name: Creating a brand image becomes easy when the brand name is on the front
- Product type: The most crucial detail is the product type, it’s easy to sort an item when it’s found under the right category rather than a wild search in the pool of products
- Color and quantity: These minuscule details help in filtering a product search
- Keywords: Words commonly used to describe a product during a search
Let’s club these together and understand how these elements can make a difference. For example, a woman looking for fitted blue jeans may not reach for a product saying “Women’s jeggings”, but she will be more prone to click on a product that is titled “Women slim-fit jeggings (2_blue size 24-32 inches).”
Creating for the Marketplace
These titles are constructed according to the listers’ requirements too. Amazon will show a product or service only when the title follows its proprietory guides. Similarly, every marketplace has a different buying behavior, different number of sellers, retail brand, and their names, and hence the title requirement is applied differently to all.
According to Seller Central Amazon, there are some specifics which sellers should follow strictly. They should avoid using promotional words like free shipping or 100% quality. Also, one should avoid using unnecessary symbols like “@” or “#.”
Every category on Amazon has a specific set of rules and specifications for a title and description. Those who follow them correctly will have successful results.
Write to sell
During our research, we have seen that a seller often fails to understand consumer behavior at this point. They either overuse or underuse these hacks and end up losing the customer’s attention.
Players like Amazon are big names in the business, and profiting from it may not be for everyone. As we wrote earlier, one requires correct knowledge and expertise to drive more leads towards the product. Being predominantly associated with Amazon for the last 14 years, we have sensed every bit of the market and know what it takes to make a product work. If you are looking for someone who can replicate the above master steps and get your products listed, we recommend contacting us soon.