Product Title Optimisation in E-Commerce

In a recent study of the home improvement category in Southeast Asia, we discovered that many product titles weren’t optimised. Neglecting this reduces the chances of products being discovered during relevant searches.

More Than Just a Name. While marketplaces use a combination of factors to match user search queries with suitable products, product titles undeniably play a pivotal role. As such, an optimised product title is crucial to ensure your products stand out.

First Impressions are Critical. A product title often represents the first touchpoint a potential buyer has with your brand. It's not just a descriptor; it sets the tone, evokes an emotion, and plays a part in whether a potential buyer will engage with your brand and explore your product further.

The Real Benefits of Product Title Optimisation. Our research consistently shows a strong link between optimised product titles and sales. This highlights the essential role product title optimization plays in e-commerce success:

• Increased Impressions: Optimising product titles to closely align with user searches boosts their visibility in search results.

• Higher Click-Through Rate (CTR): A well-phrased product title that truthfully represents the product encourages users to find out more.

• Boosted Conversions: With more visitors to the product page, the likelihood of conversions naturally increases.

How to Optimise Product Titles. Crafting the perfect product title is both an art and a science. Different product categories have their unique needs, and each marketplace has their own set of guidelines. Additionally, the diverse cultures and languages, particularly in Southeast Asia, add another layer of complexity. Despite these variances, there are some core principles that remain universal in product title optimisation. Here are some essential tips to enhance your product titles:

• Clarity is Key: Keep your product title concise and simple. It should convey the most essential information without overwhelming the potential buyer.

• Brand and Product Power: Always include the brand name. For many consumers, the brand is a significant factor in their decision-making process. Similarly, the product or category name provides clarity and context about the offering.

• Highlight Key Attributes: Incorporate significant product attributes that influence the buyer's decision. Whether it's the material, size, color, or another attribute, make sure it's front and center.

• Keywords: Ensure your product title contains relevant keywords. This not only ensures search visibility but also ensures that users can instantly recognize the product's relevance to their needs.

• Order of Importance: Prioritise the order of information in the title, starting with the most crucial details. This ensures that, regardless of the device or platform a customer uses, they receive the most pertinent information first. This is particularly vital given the variation in display sizes and character limits across devices.

In Conclusion. Optimising product titles can make a real difference. If you haven't been paying much attention to your product titles, it might be worth spending some time to take a closer look.