{"id":369488,"date":"2021-04-08T09:12:24","date_gmt":"2021-04-08T13:12:24","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=369488"},"modified":"2022-09-09T15:09:26","modified_gmt":"2022-09-09T19:09:26","slug":"product-page-headlines-drive-conversions","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/product-page-headlines-drive-conversions","title":{"rendered":"Product Page Headlines Drive Conversions"},"content":{"rendered":"

Every product has a name. It could be short and simple or long and tedious. It can be definitive, witty, or subtle. And unless it’s your company’s product, you have no control over it. But there’s an alternative way to grab shoppers’ attention: headlines.<\/p>\n

If you were to present one of your products on a billboard or in a blog post, what would be the title?<\/p>\n

Apple’s website is a good example of how headline-style copy can convert visitors into buyers. The web page for the Apple Watch 6 focuses on health. The reinforcing subtext explains how the Apple Watch “can do what your other devices can’t because it’s on your wrist.” Together, the headline and supporting text appeal both to Apple enthusiasts and first-time customers, conveying that Apple Watch is the premier device.<\/p>\n

\"Apple

Apple’s website is a prime example of how headlines can trump product names. Source: Apple.<\/em><\/p><\/div>\n

The Garmin Venu smartwatch offers similar features. But its less-than-punchy headline forces the average visitor to dig further into the features. Unlike its Apple competitor, Venu’s headline focuses on people who already possess an active lifestyle. Thus it narrows the target audience.<\/p>\n

\"Garmin's

Putting too much focus on a specific feature can exclude a broader portion of the target audience. Source: Garmin.<\/em><\/p><\/div>\n

Fitbit also misses the mark by assuming potential users understand medical terminology. Instead of simply stating that the watch tracks one’s heart rate and oxygen saturation, the description uses “ECG” and “SpO2.”<\/p>\n

\"Fitbit

Using technical terms such as “ECG” and “Sp02” requires medical knowledge, ruling out the masses. Source: Fitbit.<\/em><\/p><\/div>\n

When fashioning headlines for landing and product pages, consider the target audience. Use simple trigger words \u2014 even for specialists.<\/p>\n

First, address the following questions of typical customers.<\/p>\n