Mobile vs Desktop
The product title on mobile devices allows people to find the product more easily and, if it has all the major information in the first 70 characters, the customer will understand immediately if it’s what he was looking for. This will help customers to not waste their time and will also help increase product sales. In fact, on mobile devices, the user will only be able to see the first 70 characters of the title on the search results page. For this reason, you will want to include the most relevant information at the beginning, allowing your preview title to be as informative as possible.
If users do not find the keyword they are searching for in the title preview on the search page, they will be obligated to click on the product, enter the product page, see the full title, and then go back to the search page. This way the conversion rate is going to get lower if they don't end up purchasing the product.
Let's say you're looking for a non-slip yoga mat and you enter in the search tab “yoga mat non-slip”, there are going to be many products with this keyword in the title and probably in the first 70 characters. In fact, the shopper is going to click first on the products that have the keyword they're looking for in the preview of the title.
Only in a second moment, the shopper is going to click on the product without the keyword in the preview of the title. In fact, to find out if the second product is non-slip the only possible thing to do is to click on it to see if the complete title indicates that the product is non-slip.
So, to summarize, this is going to be the flow of the shopper’s searching and exploring process:
Only after finding himself on the product page, the shopper will be able to understand whether the product is what he was actually searching for and if it's worth buying or not.
It's always important to add the most important features in the first 70 characters so that this customer journey and the decision process can be easy and quick.
Mobile ready hero images
Mobile ready hero images are those product images on a site’s inventory, they are responsible for online sales and, in order to be “mobile-ready”, they must have all the details and key information about the product.
Actual Packaging vs Mobile-Ready Packaging
On the left, you can see the actual packaging of the product, found on the Nivea website. While, on the right, you can see the packaging adapted in order to be mobile-ready. As you can see the logo and the main information about the product have been zoomed in and enlarged so that the shopper can easily understand what the product is, what it does, and the size.
Nowadays, 60% of Amazon customers use their mobile to search for what they’re looking for. For this reason, it’s important to offer the best-looking content and mobile optimization is a must.
The key elements to determine what should be featured on mobile ready hero images are:
- The brand name and/or sub-brand (e.g. Cadbury is the brand, Roses is the sub-brand)
- The type of product (e.g. chocolate, face cream, moisturizer)
- The characteristics of the product (e.g. flavor, fragrance)
- The size of the product (e.g. 500ml)