One benefit word added to product names: up to +27.1% conversion
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsAdding one benefit word to branded product names beat the original in every test, and the best result was a 27.1% lift in conversion rate.
Visually ran these A/B tests for Chêne Gear, a hunting apparel brand.
Only the top result was published, so the other lifts are unknown.
- Best single test: +27.1% conversion rate.
- Every variant beat its original, according to Visually.
- The results of the other tests were not shared, so 27.1% is the high end, not the typical lift.
The change
The product title gains one benefit word; everything else stays the same.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Products carried branded names that did not say what the item does for the hunter.
Variant
Each product title gained one word naming a benefit, while the branded name stayed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Branded names are memorable but tell a new shopper little, so one plain word fills that gap.
- Shoppers scan titles on collection and product pages, so the benefit is seen even by people who skip the description.
- The change is tiny, so it adds clarity without clutter.
Caveats: Several product tests were run and only the best result was published. Visually published this as its own case study and did not share the sample size, test length or confidence level.
Who ran it
Visually ran this test for Chêne Gear and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we add one benefit word to each branded product name, then more visitors will buy because they will understand what each product is for at a glance.
- Primary metric
- Conversion rate
- Guardrails
- Product page click-through from collections
- Return rate
- Revenue per visitor
- Who should test it
- Stores with invented or branded product names that don't describe the item, especially in technical or performance categories. If your names already say what the product does, there is less to gain.
Questions
Should product names include a benefit?
If the name is a brand term that doesn't explain the item, adding one benefit word can help.
In Chêne Gear's tests every version with a benefit word beat the original.
Will changing product names hurt SEO?
Adding a descriptive word usually helps search, since shoppers search for what a product does.
Keep the URL the same, or redirect it, so you don't lose existing rankings.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon
@DaveDiederen