7 Deadly Sins of eCommerce Product Titles You Must Avoid

7 Deadly Sins of eCommerce Product Titles You Must Avoid

Boris Kwemo

05 Oct 23
Reading Time: 7 min

As an eCommerce business owner, one of the significant factors influencing your success is the way you present your products online. The minute details, such as your product titles, can either make or break your sales. In this digital age, where the competition is fierce, your product titles must hit the sweet spot between being informative and captivating. They should not only give a clear idea of what the product is about but also be optimized for search engines and be enticing enough to grab potential customers' attention.

But creating the perfect product title is not as easy as it sounds. There are pitfalls that many businesses fall into, hurting their conversion rate optimization (CRO) efforts. At ConvertMate, we've used data analysis and AI to optimize product descriptions for numerous Shopify brands, making us experts in this field. In this blog post, we will share seven deadly sins of eCommerce product titles that you must avoid. By steering clear of these common mistakes, you'll be able to enhance the effectiveness of your product titles and significantly boost your eCommerce success.

Understanding eCommerce Product Titles

Why Product Titles Matter

Product titles occupy a pivotal role in the realm of eCommerce. As an eCommerce store owner or marketer, the importance of crafting clear, concise, and compelling product titles cannot be overstressed. Your product titles are the first impression potential customers have about what you are selling. They play a crucial role in influencing buying decisions and driving conversions. Therefore, their ability to accurately depict your product, draw attention and incite interest significantly affects your store’s success.

Moreover, product titles significantly influence your store’s search engine ranking. SEO-friendly product titles can help your products appear in relevant search results, leading to increased visibility and traffic. Users rely on product titles to understand the item being offered, hence, the inclusion of essential details like brand, product type, and features in the title can enhance its effectiveness. A vague or misleading product title can lead to customer frustration, damaged brand reputation and an increase in return rates.

Therefore, it is a grave error to overlook the power of effective product titling in the eCommerce landscape. Avoiding common pitfalls in product title creation, such as neglecting SEO, using vague descriptions, and overdoing promotional language can significantly enhance your conversion rates. As eCommerce continues to evolve, effective product titling remains a consistent cornerstone of success.

How Product Titles Influence Conversion Rates

In the competitive landscape of eCommerce, the importance of a compelling product title cannot be overstated. As an eCommerce store owner or marketer, you should be aware that product titles play a critical role in influencing conversion rates. They serve as the first line of communication with potential customers and have a direct impact on their buying decisions. A well-crafted product title can pique a customer’s interest and compel them to click and explore further, potentially leading to purchase. On the other hand, a poorly structured or misleading title can discourage a potential customer, leading to a lost sale.

Product titles should be succinct yet descriptive, adequately highlighting the product's key features, and should also be optimized for search engines to increase visibility. It is a delicate balancing act that requires continuous refinement. Avoid packing your product titles with irrelevant keywords or technical jargon that could confuse or mislead buyers. You must ensure that the titles are customer-centric and easy to comprehend. Moreover, misleading product titles can lead to negative reviews and returns, tarnishing your brand's reputation and conversion rate.

In conclusion, an effective product title is one of the most potent tools at your disposal to improve conversion rates. By avoiding the "7 Deadly Sins of eCommerce Product Titles", you can craft product titles that are not only attractive and informative but also serve to enhance the overall shopping experience of your customers. Remember, the goal is to provide clear and honest information that resonates with your customers, making their buying decision easier.

The Seven Deadly Sins of eCommerce Product Titles

An Introduction to the Seven Deadly Sins

The concept of the Seven Deadly Sins is well known in historical and cultural contexts, often used to describe the worst human vices. In the realm of eCommerce, a similar concept can be applied to the creation of product titles. Poorly crafted, misleading or over-complicated product titles can be considered "deadly sins" that drastically impact your conversion rates and overall business performance. As an eCommerce store owner or marketer, it is essential to understand these sins and strive to avoid them at all costs.

The Seven Deadly Sins of eCommerce Product Titles represents the most common and harmful mistakes made during the title creation process. These include overly long or short titles, lack of essential product information, keyword stuffing, use of jargon or complex language, lack of uniqueness and consistency, and non-compliance with SEO practices. Committing these sins not only decreases your product’s visibility but also damages your brand’s credibility and trustworthiness.

Understanding and avoiding these "sins" can greatly improve your eCommerce performance. Clear, concise, and well-optimized product titles can significantly increase your conversion rates by attracting more qualified leads and facilitating better user experience. So, remember, when it comes to eCommerce product titles, it is always better to stay "sin-free"!

The Impact of These Sins on Conversion Rates

The deadly sins of eCommerce product titles can have a significant negative impact on your conversion rates. It’s crucial to understand that your product titles are a key factor in customer’s decision-making process. If your titles are misleading, confusing, or filled with jargon, customers are likely to abandon their shopping carts, reducing your conversion rates. This is especially true in an age where online shoppers are increasingly savvy and discerning, and have a multitude of alternatives available at their fingertips.

One major sin is the use of generic or vague titles. This not only makes it hard for search engines to rank your products but also fails to engage the potential buyer’s interest. Hence, it’s critical to include relevant details and keywords in your product titles. Another sin is the overuse of promotional language. Shoppers can see through excessive hype and this can break their trust, leading to lower conversion rates.

In conclusion, avoiding these sins in your eCommerce product titles is not just about improving your SEO or search engine visibility, it’s about building trust and providing clarity to your customers. By doing so, you can significantly improve your conversion rates and ultimately, your bottom line.

Sin #1: Vague Descriptions

Exploring the Drawbacks of Vague Descriptions

The first deadly sin you must avoid in eCommerce product titles is vague descriptions. These are a huge deterrent for potential customers who are scouring the internet for specific products. When a description is vague, it leaves too much to the imagination of the customer. This, in turn, creates confusion and can lead to disappointment when the product isn’t what the customer expected. Remember, your customers cannot physically see or touch your product - they rely heavily on the product title and description to make their purchase decision.

Moreover, a vague description can also hamper your visibility on search engines. For instance, if you sell ’blue shoes’ but your product title is only ’stylish footwear’, then your product might not appear when customers search for ’blue shoes’. The lack of keywords will make your product less likely to appear in relevant search results, leading to less traffic and ultimately, fewer conversions.

In conclusion, while it might be tempting to keep your product titles short and seemingly intriguing, don’t fall into the trap of being too vague. Make sure you’re specific about what your product is, what it does, and any other important information customers might need. This approach will not only help potential buyers to make informed decisions but also improve your store’s search engine rankings, thereby driving more traffic and conversions.

How to Create Clear and Concise Product Titles

When it comes to eCommerce, one of the most critical elements that directly impact your conversion rates is the product title. A common mistake many store owners make is to create vague, non-descriptive titles. This is sin number one. Vague descriptions fail to capture the potential buyer’s attention and they don’t provide enough information to convince them to buy. To avoid this, your titles should be clear, concise, and packed with relevant information.

Creating clear and concise product titles is not a complicated process. Start by including the most important details. This usually involves the brand name, the product type, and any defining features such as size, color, or model number. For example, instead of just saying "Men’s Shoes", a better title would be "Nike Men’s Air Max 270 Running Shoes, Black, Size 10". This title is not only informative but also includes keywords that potential customers might be using to search for your product.

However, be careful not to overload your product titles with excessive information, as this can make them difficult to read and understand. The aim is to strike a balance between providing enough information to be attractive and understandable, without being overwhelming. This is how you create product titles that are not only clear and concise, but also effective in driving conversion rates upwards.

Sin #2: Keyword Stuffing

Understanding the Dangers of Keyword Stuffing

Sin #2: Keyword Stuffing

Keyword stuffing is a common mistake that many eCommerce store owners make, falling into the trap of believing that adding more keywords will help their products rank higher in search engine results. This practice involves overloading the product title or description with keywords, repeating them unnaturally and excessively.

Unfortunately, this tactic is not only frowned upon by search engines, but it can also harm your store's credibility and dissuade potential customers. Google, for instance, has advanced algorithms that can identify keyword stuffing, and it can penalize your site's ranking as a result. Moreover, keyword-stuffed titles can seem spammy and unprofessional to customers, thereby reducing your store's trustworthiness and overall appeal.

Instead of cramming as many keywords as possible into your product titles, focus on keeping them concise, descriptive, and relevant. Strive for a natural integration of keywords that genuinely relate to your product. Not only will this strategy improve your search engine rankings, but it will also enhance the shopping experience for your customers, leading to increased conversions and sales in the long run.

Techniques for Effective Keyword Usage

Under the banner of Sin #2: Keyword Stuffing, lies one of the most common mistakes made by ecommerce businesses. The illusion that stuffing your product titles with every keyword imaginable will boost your visibility and consequently, your sales. In reality, this approach not only disrupts the user experience but can also lead to penalties from search engines.

So, what’s the right approach? The secret lies in striking the perfect balance between SEO and user experience. Start by identifying your primary keyword. This should be the most relevant and widely used term that your target audience uses to search for your product. Incorporate this keyword naturally into your product title. Remember, the goal is to make your title easy to understand for both the search engines and your potential customers.

Next, consider using secondary keywords or long-tail keywords. These are usually phrases that are more specific and less competitive than your primary keyword. For instance, if your primary keyword is "running shoes", a potential long-tail keyword could be "women’s trail running shoes". This not only makes your product title more descriptive but also helps you tap into more niche search queries. The key is to use these keywords sparingly and organically. Keyword stuffing is a sin you must avoid at all costs.

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Sin #3: Ignoring Branding

The Importance of Incorporating Branding in Product Titles

Sin #3: Ignoring Branding

When it comes to eCommerce product titles, branding is a vital element that many often overlook. By incorporating your brand name into product titles, you essentially make your products more recognizable to consumers and set yourself apart from your competitors. Branding gives your product titles a sense of authenticity and familiarity, and it effectively communicates to the consumer that your product is part of a larger, reputable brand.

Consider a scenario where a customer is searching for a pair of headphones and stumbles upon two similar products. The product title that incorporates a well-known brand name will likely instill more trust and confidence in the shopper, increasing the likelihood of them making a purchase. By ignoring branding in your product titles, you are missing out on a golden opportunity to boost your conversion rates.

But it’s not just about inserting the brand name into the product title. It’s also about maintaining consistency across all your product titles. This helps reinforce your brand identity and makes your products instantly recognizable to your target audience. So remember, a well-branded product title isn’t just a name - it’s a strategic tool for driving conversions and fostering customer loyalty.

Strategies for Brand-Conscious Product Naming

One of the most common mistakes ecommerce owners and marketers make is ignoring the brand while naming their products. This sin can greatly affect the overall image of your store and lower your conversion rates. It is crucial to ensure that your product titles reflect your brand’s identity, message, and voice. Creating powerful and brand-conscious product names can increase your product’s visibility, make it more memorable to your customers, and help it stand out in the crowded ecommerce market.

How to do it right: First, understand your brand inside out. What does it stand for? What’s its unique selling proposition? Once you have a good grasp of your brand, use this knowledge to create product titles. Make sure they are not just catchy, but also convey your brand’s ethos. Secondly, maintain consistency. Consistency in your product names reinforces your brand identity and makes it easier for customers to remember. Lastly, avoid generic names. While they may be easy, they don’t add any value to your brand or help customers understand your brand better.

So, remember, neglecting branding while naming your products is a sin you must avoid. By integrating your brand into your product titles, you can increase brand recognition, customer loyalty, and ultimately, your conversion rates.

Sin #4: Non-Descriptive Titles

Why Non-Descriptive Titles Hurt Conversions

One of the most critical aspects of eCommerce is the product title. A common mistake many eCommerce store owners and marketers make is the use of non-descriptive titles. Sin #4: Non-Descriptive Titles can significantly hurt your conversions, and here’s why.

Non-descriptive titles fail to provide potential customers with the necessary information about the product. Customers are always in a hurry and therefore, rely heavily on product titles to make quick purchase decisions. When your product title is vague or non-descriptive, it doesn’t tell the customer what they need to know, leading to confusion and ultimately, lost sales.

In contrast, a well-crafted, descriptive title acts as a mini sales pitch, providing enough information to spark interest and lead to a click-through. Remember, the title is the first thing a customer sees when they land on your product page. Make it count by avoiding Sin #4: Non-Descriptive Titles. Make your titles informative, relevant, and engaging to significantly increase your conversion rates.

Tips for Creating Descriptive and Engaging Product Titles

For eCommerce store owners and marketers, one of the tragic missteps to avoid is crafting vague, imprecise product titles. This is the fourth sin: non-descriptive titles. Ensuring your product titles are descriptive and engaging can significantly boost your conversion rates.

Be Specific and Detailed: The key to creating a compelling product title is to include the most pertinent details. This may include the product’s brand name, size, color, model number, or any other feature that differentiates it from similar products. By doing so, you make the product easily discoverable and help the customer understand what exactly they are about to purchase.

Keep it Simple and Clear: While it’s important to be detailed, keep in mind that simplicity and clarity should not be compromised. Avoid using jargon or complex terms that your target audience may not understand. The title should be easily comprehensible at a quick glance. Remember, less is often more when it comes to product titles.

Optimize for SEO: Lastly, don’t forget about search engine optimization (SEO). Including keywords that your potential customers are likely to use in their online searches can significantly improve your product’s visibility. However, make sure the title still reads naturally and doesn’t appear to be stuffed with keywords.

Sin #5: Overhyping the Product

The Pitfalls of Overhyping in Product Titles

Sin #5: Overhyping the Product

One of the most common mistakes ecommerce store owners make is overhyping their products in the product titles. This is especially true for those who are desperate to attract customers and make a sale. However, while using superlatives and grandiose claims in product titles might initially draw attention, it can ultimately lead to disappointment and distrust when the product doesn’t live up to the hype.

Trust is fundamental in ecommerce. When customers feel misled by exaggerated product titles, not only will they be unlikely to make a purchase, but they may also lose trust in your brand altogether. This can lead to negative reviews and poor word-of-mouth, damaging your reputation and potentially your sales. In reality, a more honest and realistic portrayal of your products in their titles can create a far more positive customer experience. It allows your customers to know exactly what they're getting, leading to increased satisfaction and repeat purchases. Overhyping is a dangerous game to play in ecommerce, as the fallout can be far more harmful than the initial draw.

So, instead of resorting to overhyping, focus on accurate and concise product titles that clearly communicate what the product is and what it does. The key here is to manage customer expectations in a way that is truthful and reliable. By doing so, you'll be on your way to building a loyal customer base that values and trusts your brand.

Balancing Hype and Honesty in Product Descriptions

The allure of hyping up a product can often be a tempting path many ecommerce store owners or marketers fall into. You want your product to stand out, you want it to be enticing and irresistible. However, the fifth sin, Overhyping the Product is a pitfall you must be cautious of. It is essential to strike the right balance between generating excitement about your product and maintaining a level of honesty and transparency in your product descriptions.

When the hype in your product descriptions does not match up to the actual product, it brews distrust and dissatisfaction among your customers. This not only harms your conversion rate but also impacts your brand reputation. On the other hand, honest product descriptions that accurately reflect the product, its features, and its benefits foster trust among your customers. They know exactly what they are buying and are less likely to be disappointed by their purchase.

Remember, the key to successful ecommerce is not in selling a product once, but in creating a loyal customer base that returns again and again. This is achieved not by overhyping a product, but by being honest and upfront about what the customer can expect. Honesty in your product descriptions will not only save you from potential customer dissatisfaction but will also set you apart from those who succumb to the sin of overhyping their product.

Sin #6: Neglecting to Highlight Product Features

The Consequences of Not Highlighting Product Features in Titles

Sin #6: Neglecting to Highlight Product Features

The importance of highlighting product features in the titles of ecommerce listings cannot be overstated. In the highly competitive online marketplace, potential customers often make snap decisions based on the information immediately visible to them. If crucial product features are not highlighted in the title, your potential customer might move on to a competitor's product that appears to have more to offer. This could result in a significant loss of conversions and ultimately, lower sales.

Failing to highlight product features in titles is a common mistake that many ecommerce store owners and marketers make. They may believe that the product image or description will do enough to sell the product. However, the title is the first thing a customer sees and often, it's the only information they use to decide whether to click on your product or not. By not including product features in the title, you are missing out on a crucial opportunity to hook customers and give them compelling reasons to choose your product over others. Therefore, highlighting product features in your titles is not just good practice - it's essential for increasing your conversion rate and achieving success in ecommerce.

Ways to Effectively Highlight Product Features

One of the gravest mistakes an ecommerce marketer can make is the sin of neglecting to highlight product features. In the ever-competitive online marketplace, not properly showcasing what makes your product unique or superior can severely affect your conversion rates. As an ecommerce store owner or marketer, it is crucial to not only understand your products inside and out, but also be able to effectively communicate their features to potential customers.

One method to effectively highlight product features is through strategic product descriptions. A well-written product description can serve as a powerful sales tool, as it provides the customer with important information about the product, its benefits, and why it stands out from the competition. It should be succinct yet detailed, including key features and any unique selling points.

Another effective way is by using high-quality product images. Visuals play a crucial role in online shopping, and by showcasing your product from different angles or in use, you can effectively highlight various features. Pair these images with captions that underline the feature being displayed for a more comprehensive approach. Remember, your goal is to make the customer feel as if they have the product in their hands, and you can achieve this by intelligently using all the tools available to you.

Sin #7: Not Keeping the Customer in Mind

The Importance of Customer-Centric Product Titles

One of the most egregious sins a business can commit is neglecting its customers, particularly in the realm of eCommerce product titles. As an eCommerce store owner or marketer, it is crucial to make sure that your product titles are customer-centric. By this we mean your titles should be written with the customers’ perspective and needs in mind; they should answer the customers’ questions and appeal to their interests and desires.

Why is a customer-centric product title important? Firstly, it aids in facilitating quicker and more effective customer decision-making. A well-crafted, relevant title enables customers to understand at a glance what the product is, what it does and why it will be beneficial to them. This reduces the time they spend on considering your product, thereby increasing the likelihood of purchase.

Secondly, customer-centric product titles improve your store’s search engine optimization (SEO). When your titles align with the keywords and phrases your potential customers are using in their online searches, your products are more likely to show up in their search results. This can significantly boost your visibility, traffic and ultimately, sales. Hence, not keeping the customer in mind when creating your product titles can lead to missed opportunities and hinder your conversion rates.

How to Create Product Titles that Resonate with Customers

One of the most common mistakes ecommerce store owners and marketers make when crafting product titles is the failure to keep the customer in mind. This is the seventh deadly sin of ecommerce product titles, and ignoring this rule can significantly affect your conversion rate. Remember, your product titles aren’t just merely descriptions of what you’re selling. Instead, they are powerful tools that can grab your potential customers’ attention, spark their interest, and ultimately convince them to make a purchase.

Knowing your customers is the key to creating product titles that resonate with them. Understand their needs, preferences, and the language they use. Use this knowledge to craft titles that speak directly to them. Avoid using industry jargon that might confuse your customers. Instead, use simple, straightforward language that your customers can easily understand. For example, instead of saying "ergonomic design", you might want to say "designed for comfort".

Another crucial aspect to consider is the use of relevant keywords. Including the right keywords in your product titles can significantly boost your visibility on search engines, making your products easier to find for potential customers. However, avoid keyword stuffing as it can negatively affect your search rankings and make your titles sound unnatural. Always remember that while SEO is important, your main goal is to appeal to your customers, not search engines.

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