E-Commerce [Part 2 of 5]: Crafting Compelling Product Names to Maximise Product Search Visibility

E-Commerce [Part 2 of 5]: Crafting Compelling Product Names to Maximise Product Search Visibility

By Jing Wang

Shoppers can’t buy what they can’t find. They predominately buy products that are displayed on the first page of search results. If your product is not on page one, you are invisible online. Stats show that 84% of “Add to Cart” comes from the first three search positions. Items after #20 are neither seen nor purchased.

The fact is, your retailers own search for your brands, you don’t. And the way retailers rank and place products on a search results page can vary depending on the complexity of their own search algorithm. For brands, winning at search means you must get best product content to your e-retailers, you must start by having a compelling name.

 

What is Product Naming & why it is important:

As straightforward as it sounds, it’s the title or short description of the product. It informs shoppers of the exact product type, size and quantity they are purchasing. The naming should make the product easily identifiable to shoppers on the search results page.

Product naming is one of the key components that heavily influence e-retailers’ search algorithms, and it complements the primary product image (we will talk about this in the next blog) to inform shoppers from within the search results.

 

What makes a compelling product name?

  • Title structure: this can vary slightly according to the product category (e.g. health care, food/refreshment, home care, beauty/personal care, etc.). Below is an example of a recommended structure: 
  • Length: the number of characters in the title matters so you must place the absolute relevant keywords first (this has both practical and algorithmic implications!
  • Title in organic results have between 115-144 characters depending on the product category.
  • Titles in right rail ads have around 30-33 characters.
  • Titles in mobile ads have between 55-63 characters.
  • Word order: let’s say you have around 60 characters in a product title which shows in search results, this puts more importance on word order. Brands need to ensure the most relevant keywords (that a shopper needs) are as close to the front of the title as possible. Ideally right after the brand name. For example:   

 

 

 

 

 

Tips and Tricks:

If you need practical guideline, start with Amazon who has published specific guidelines on how product naming, bullet points and product descriptions should be written, check out link here. Apart from that, here are some general principles:

  • Maintain shopper-centric narrative, easy to read and comprehend: Use “Consumer Speak” keywords as opposed to “Brand Speak” keywords. See example below (note: it doesn’t mean you should compromise the standard of your product naming structure but take advantage of the title length!) 
  • Be consistent by product category and across retailers: Although there’s a general vision that brands should produce product naming (and content beyond) that speaks to specific type of consumers for a given product, bear in mind that you should never sacrifice consistency across retailer outlets (so one product is not described in vastly different ways on Tesco vs. Amazon).
  • Don’t forget to validate readability on retailer site and touch points after publishing.

 

 

 

 

 

 

 

Closing Note:

The key to a compelling product name is to establish trust, to describe exactly what the product is (and be concise), to distinguish it from the competition, and to ensure it is coherent and easy to read. The goal of your product naming strategy is to provide the shopper with key pieces of product information that get them interested to make a click, then the other pieces of product content come into play: bullet feature points, product description, product visual content, etc.

Keep an eye for our next blog, where we will discuss how to create appealing product visual content that convert those clicks into purchases, stay tuned…

Click here for part 3.

About the author:

Jing Wang, has 5-year background in DAM business operations, change management & E2E support design.

Her current role is project consultant leading business engagement and consulting for DAM integration programmes, Ecommerce product content & digital shelf ecosystem for FMCG & CPG clients.

Outside of work, Jing can be found in Zumba dance studio and badminton court. She also enjoys spending most of her weekend mornings on Yoga mat.

Veeva Commercial & Medical Summit, Europe | The Era of Intelligent Engagement

Veeva Commercial & Medical Summit, Europe | The Era of Intelligent Engagement

ICP are proud to be a part of the Veeva Commercial & Medical Summit; one of the largest events dedicated to commercial and medical affairs professionals in life sciences.

 

Why attend?

  • Become an active member of the European life sciences community.
  • Gain perspective from industry leaders by hearing from innovative life sciences companies, experts and partners.
  • Discover Veeva best practices to maximize Veeva investments.
  • Network with peers and Veeva experts.

 

Please join both:

David Howlett: Marketing Director.

Victor Lebon: CEO EMEA & AsiaPac.

 

When & Where:

  • 3rd – 5th December 2018
  • Madrid, Spain

 

For more information on how to register, click here.

Hope to see you there!

E-Commerce [Part 1 of 5]: Understanding Consumer Shopping Behaviour & Why Brands Should Invest in Digital Shelf

E-Commerce [Part 1 of 5]: Understanding Consumer Shopping Behaviour & Why Brands Should Invest in Digital Shelf

By Jing Wang

Shopping has changed a lot since the rise of the web. Although the vast majority of purchases remain offline and in-store and will continue to do so for years, digitising “the shelf” will soon be the standard for bricks and mortar stores, as consumer shopping behaviour is evolving.

 

Consumers are shifting to ROPO:

While brands invest billions per year in physical shelf presence, consumers are turning to the web to research, discover and purchase products, throughout the day and across screens and devices. In fact, 84% of smartphone shoppers turn to their mobile phone to help them shop while in a store. One-third of shoppers use their smartphone to find information instead of asking store employees (I personally do this myself). Instead of using retail shelves, these constantly connected shoppers browse pages of products online – the “Digital Shelf” – looking for answers to their questions.

These consumers are known as ROPO (Research Online, Purchase Offline) or reverse-ROPO shoppers. The latter, you’ve guessed it, is someone who browses products in store before making their purchase online.

There are many reasons for ROPO shopping. The most common one is related to needing time to make an informed decision and being able to compare products more easily, then see the product first-hand before committing to a purchase. For reverse ROPO, it occurs because while many people still prefer to see, touch or sometimes taste products in store, many items are available at lower prices through online vendors. For both ROPO and reverse ROPO shoppers, content online is an essential part of their purchasing journey.

 

How do brands and retailers react to this:

Brands and retailers are going omnichannel to ensure they remain relevant to the trend in shopping behaviour. Traditional brick-and-mortar retailers are expanding their digital presence, while pure-play retailers are deepening engagement with consumers by opening physical stores.

Think of luxury brands, from Louis Vuitton to Chanel and Gucci, who have been racing to embrace digital and are partnering with multi-brand retailer sites like Farfetch, developing their own platforms or both. Look at Wayfair, the home furnishing retailer, as they follow other digital-native retailers that have entered the physical store space, including mattress-maker Casper. Amazon, after two decades of operating exclusively online, opened its first brick-and-mortar food store “Amazon Go” in Dec 2016 in Seattle and recently invested in its “4-Star” store in New York offering walk-in customers the option to browse and buy items that are rated 4 stars or above on Amazon.com.

Thinking in terms of “Bricks” vs. “Clicks” is outdated; “Brick-and-click” is the current and future retailer reality.

 

A strong digital presence has never been more critical:

It is not simply a case of investing your offline vs. online channel, it is about making your online product content relevant and engaging to drive sales for both physical and digital shelves.

Brands must have a strong digital presence, even if their products are not suited for traditional Ecommerce. Hard luxury brands, particularly in watches and jewellery, are still heavily reliant on department stores and own boutiques and view Ecommerce as the home of counterfeit goods and unauthorised “grey market” sellers. The iconic watchmaker Patek Philippe’s online store, where consumers can browse products via decent product images and informative product information but won’t find an “Add to Cart” button. The “only look but not purchase” experience is certainly atypical of most shopping websites, but that makes sense in specific circumstances and is an excellent example of how some high-end retailers are dealing with a dilemma born of the digital age and they know digital presence is crucial.

 

So where to start?

A tactical approach to start building your digital shelf is to think about the three main steps shoppers may have when browsing your product online.

 

A typical ROPO shopper would:

  1. Begin with searching products on retailer sites to find what they are looking for.
  2. Instead of waiting to be sold to, they are actively looking for information about the product and compare products across brands to inform their purchases.
  3. Once they have all the information, they turn to customer reviews to help them finalise purchasing decision.

 

To meet shopper expectation, brands need to:

  1. Be visible in the right places and have maximum search visibility on retailer websites.
  2. Inform shoppers about your product through compelling content (including titles, photos, feature bullet points, descriptions and enhanced content)
  3. Nail the basics of rating and reviews by seeking out digital influencers to provide a great deal of reach and positive impact to your brands. Apart from that, you would also need a robust product content ecosystem to effectively build and maintain your digital shelf at scale.

 

Stay tuned to our next blog from this Ecommerce series, where we will be talking about how to make your product appear at the top of digital shelf and engage shoppers with great content and bring them further into the buyer’s journey.

 

Click here for part 2.

 

About the author:

Jing Wang, has 5-year background in DAM business operations, change management & E2E support design.

 Her current role is project consultant leading business engagement and consulting for DAM integration programmes, Ecommerce product content & digital shelf ecosystem for FMCG & CPG clients.

 Outside of work, Jing can be found in Zumba dance studio and badminton court. She also enjoys spending most of her weekend mornings on Yoga mat.