# One benefit word added to product names: up to +27.1% conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy
- Date shared: 2026
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/chene
- Page: https://liftarchive.com/test/chene-gear-benefit-word-in-product-names/

Adding 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.

## Result

**up to +27.1% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Product page click-through from collections
- Guardrail: Return rate
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/chene-gear-benefit-word-in-product-names/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.