Every product has a name. It could be short and simple or long and boring. It can be definitive, funny, or subtle. And if it’s not your company’s product, you have no control over it. However, there is an alternative way to grab customers’ attention: headlines.
If you featured one of your products on a billboard or in a blog post, what would the title be?
The Apple website is a great example of how a headline-style copy can turn visitors into buyers. The website for the Apple Watch 6 is focused on health. The reinforcing caption explains how the Apple Watch can “do what your other devices can’t because they’re on your wrist.” The headline and supporting text appeal to both Apple enthusiasts and first-time customers and convey that Apple Watch is the premier device.
The Garmin Venu Smartwatch offers similar functions. However, the less powerful headline forces the average visitor to dig deeper into the features. Unlike its Apple competitor, Venus Heading focuses on people who already have active lifestyles. This narrows down the target group.
Fitbit is also missing the mark by assuming that potential users understand the medical terminology. Instead of just stating that the watch is recording heart rate and oxygen saturation, the description uses “EKG” and “SpO2”.
When creating headlines for landing and product pages, consider target audience. Use simple trigger words – even for specialists.
First, answer the following questions from typical customers.
- Why do you need the product? What problems does it solve? Each product presumably solves a pain point. The headline should make this very clear.
- Which functions are most important? For a new homeowner, the design of a lamp determines its placement in a room. For a craftsman, the functional characteristics of a lamp are more important. Your target audience determines which features are higher than others.
- What is the value of the product? Price is important, but so is the functionality and durability of a product. Well-known, trusted brands can only sell by name. For the rest of us, put a product’s longevity first in order to get higher prices.
Critical components of convertible headlines on the product page include:
- Simple words. Forget about polysyllabic headings. Keep it simple and you’ll avoid talking to potential customers.
- Immediate benefits. More first-visit conversions happen when users know exactly how a product is useful to them. The modern air fryer was successful because of its fast and healthy cooking process. The most popular units demonstrate the ability to roast, bake and reheat leftovers.
- Sensory triggering. Consumers are more excited about products that touch one or more of the five senses: touch, sight, hearing, smell and taste. A blueberry protein bar that just “tastes good” is less appealing than one that makes you feel like you are picking blueberries and enjoying nature.
- Catchy action words. Addressing what a buyer can do with the product reinforces pain point solutions. For example, the description for a bin set could include “Organize Like a Pro” or “Make More Space”.
- Specificity. Eliminate jargon. Get to the point. Headlines should speak directly to the audience without filler words.
Tools that analyze headings can identify poor word choices. Sharethrough is one of many free options.
Headline apps driven by artificial intelligence are not easy. However, you can identify weak terms that could stifle engagement. A thesaurus is also handy. Customer reviews sometimes make compelling headlines, especially since the reviews are from people who have bought your products.
Beyond product names
In short, don’t just rely on product names for conversions. Use headings on the product page to bring up popular features and trigger the senses. You’ll see better engagement – and more conversions.