With all the hard work you put into sourcing the perfect products for your customers, at the right prices, don’t let the product name you choose ruin a sale. Especially for online retailers, having sensible, memorable product names is a crucial part of a successful business. Unfortunately, there are more bad examples out there than good! Let’s break down how to get the name game right…
According to Landor, shoppers feel “instantly qualified” to criticize product names, which influences their initial opinion about your merchandise. After all, they’ve probably been scouring the internet for products similar to yours.
The first rule to a great name is to keep it simple. If you’re selling off-price merchandise in a marketplace like eBay, you might feel the pressure to put as many keywords as possible into your name tag—including the brand, category, color, sizing, and pack information. Nicole Kohler, a Contributor for WooCommerce, says, “You can always optimize a [product description] page or your copywriting rather than the product name itself.” All of these things will help improve your search engine optimization (SEO).
A search isn’t a scavenger hunt. Find a balance between the right key terms, alternative search phrases, and creativity in your product name and descriptive content. After searching for a windbreaker jacket, I found this product in my search. Nike has a line of “Windrunner” jackets, which isn’t a direct match to my original search, but the name is creative, conveys the function of the item, and was still effective for SEO.
Image courtesy of Dick’s Sporting Goods
If I were to search for “Women’s Sport Jacket,” this product would likely still appear in my results. It’s important to tie alternative key terms into the product name or description since all of your customers will not use the same words when searching online. Regardless of the path consumers take to your product, make your store easy to find!
Creativity shouldn’t trump clarity. Landor says good names incorporate literary tools like alliteration, rhyme, onomatopoeia (words that represent sound, like flip-flop). Other names make customers smile for their connection to modern art and culture, like the “Shake Ya Tail Feather” earrings below.
Image Courtesy of Western Soul
According to a report by the eCommerce Foundation, 88 percent of customers research online before completing a purchase in an e-commerce store or brick-and-mortar—which means customers will likely re-visit your site to buy later. But, will they be able to find the product again?
Make it memorable. If your product name is too long or doesn’t include enough keywords to take them back to the right item, you’ll definitely miss a sale. Especially in the denim category, it’s become increasingly popular to assign products human names, like the “Bailey Boot Cut.” So, think again before christening the “Rufus Romper” after your beloved labradoodle.
“Clothing line developers who choose a name with a personal meaning may have to work harder on branding than those who choose a name that obviously communicates the clothing’s style and target audience,” says Miranda Morley, a Contributor for Chron. Instead, use descriptive words that explain the style or key features of the product, like a “Red Ruffle Romper.”
Survey your competition. Early in your creative process, it’s best to search online for key terms other retailers are using to describe products similar to yours. “Before selecting a name for your line or a clothing item, search it and variations of it in different search engines to make sure another company, blog or website is not already using the name,” says Morley. You want to use keywords that will keep you close to your competitors, without directly copying them.