Evaluate the Title

The title is to customer’s first point of contact with the brand. It is the very first thing the customer sees when they land on the product page. So it must be right. With a red pen in hand, we’ll evaluate some titles and start the tear down. We’ll start by reviewing a few different kinds of titles. Some that are extremely effective and others.

Well that could use their own tear down this way. You get an idea first hand of how listing should and should not be displayed. When inputting the word dish racks in a search term field here is the listing of results. There are over 10,000 results for this search term combination. As you can see, there is a lot of information that is displayed on this page for the customer to quickly digest.

When scrolling down to review the search results, there are many different title structure.

Some listings begin with a brand name, others focus on a feature set like stainless steel. Some titles are so long that the information is cut off while others are short with fake information, we even notice a few with the model number in the title listing. In making a selection. There are some other factors that might influence a person to click on the listing beyond just a great title.

As an example, if a customer is brand loyal, they might see that particular brand in the search results and select the listing to the brand. They have a special affinity. Take the brand KitchenAid as an example, the title here is short with little details, but it is a recognizable brand and a customer might click on it due to awareness or loyalty to that particular brand.

Other customers might select a product that is flagged Amazon’s choice or best seller.

Some customers might be driven by price point or number of reviews, and many will click on a well-written title that captures their interest. So as we reviewed, there are many variables that might influence a customer to click on the listing for each search result. That’s now dig a little deeper into the product detail pages.

This is where the title must really do its job. The title is featured at the top of every detail product page and has only a few seconds to keep that customer engaged. Even the most brand loyal customer will bounce. If the title doesn’t convey the right message, as we saw from the search results, there are plenty of competitors looking to snag that say, We identified earlier that KitchenAid is a well-known brand.

When we enter the detail page, this particular title is short, it conveys a brand name and a few descriptive words. It is not keyword dense or very informative. A customer might pause for a second and continue to read if they have a high affinity for the brand, but the title should convey key benefits and entice them to read more is the job of the title to draw them into wanting to learn more about the product, this title for short.

Now here is another example of a branded listing. They do a better job with the title setup. The brand name appears first. It’s followed by what the product is. It’s clear. It’s a collapsible rack that holds dishes and is made out of bamboo material. Their brand and product name is still featured, but the way that the title is structured tells her shopper more about the product.

And this example, again, the brand name is prominently displayed upfront, and then leads right into copy stating that it’s a professional dish rack it’s then followed by what’s included and the size, the customer knows a lot more about this product from. In an instant, if a shopper is browsing for a large compacity stainless steel rack, that they can change according to what they are drawing, then this title would certainly draw a shopper in to want to learn more about the product.

It conveys more than just a product name. It provides a reason for wanting to read it. And here we see in this example, then an unknown brand has the hardest job to do. And not only should convey that a product will fill the need or solve the customer’s problem. It has to sell the idea that it’s a quality product made by a manufacturer worthy of their business.

This title doesn’t convey either confidence in the brand or details about the product to keep a customer engaged. As you can see in this example of a similar product, there is more information in the title. Although it’s in branded the message shows that it’s a dish RAF that expands it can be used in the sink or on the counter.

And it’s made at a rush proof stainless. There is a lot more details here than in the previous example. Now take a look at your brands listings is the brand name at the beginning. Does it have enough or too much copy? Is it easy to read? Does it provide features and benefits that will keep the customer wanting to learn more about it?

Does it stay true to the brand’s message? Does it depict special features like being good for the environment? Is it built from materials that have effective properties like rust resistant, stainless steel? Does it convey the size and quantity is the USP. You now have learned how to look at titles with a critical eye, as it conveys the brand message and product information.

Now it’s time to ensure keywords are used within the title. Keywords are very important in the title listings. For many reasons, they capture the key phrases customers use in search. This will greatly enhance your product listing ranking. Amazon uses algorithms to measure rankings and keywords in the title are extremely important to increase searchability.

In addition to conveying the right product message through copy and including keywords for optimization. There were also do’s and don’ts in creating title content. Amazon has been known to suppress listings that do not follow their specific category guidelines. Here’s an overview of a few critical ones, depending on what kind of device the listing is viewed on.

Title lanes will vary from 35, up to 155 characters. Make sure the most important words are upfront and the title, since they might get truncated, it’s important. They are captured across all devices. Another critical rule is to keep subjective claims like best out of the title or promotional cues like sale or free.

Also fragments are preferred and never use all caps. Amazon publishes a style guide for each category. Be sure to review it for your particular category. Now it’s time with these tools in hand to take a hard and detail, look at the portfolio titles and decide whether it needs to be a. Be critical. The title is the most important first point of contact with the customer.

And by using key messaging keywords and adhering to Amazon stringent rules, listing rankings will increase or eyeballs will see the product and the potential for greater sales will increase.