In a world where buyers make quick decisions, the product name is visible at the first and most important moment of sale. In B2B webshops, the name determines whether your product is found and chosen.
A good product name is:
- The first trigger in search results
- Key to findability in the webshop
- Trusted and recognized by professional buyers
- Highly impacting click through rates
The formula: Clear and Consistent
Brand name + Generic product name + (flavour) variant + package details
Example: Remia Ketchup Sriracha, 6 x 1 liter bottles
What does work? (and what doesn’t?)
1. Structure wins over creativity
Consistent naming helps with:
- Recognition of products in re-buying processes.
- Improving filters in webshops
- Being found on users’ search terms: the easiest.
Here you see an example of an ice cream. But did you know that before we told you?
2. Sub brands? Only if it adds value.
Only use the sub brand if it strengthens a unique concept.
Here we see SuperCrunch. This sub brand does add value because it describes that this range is extra crunchy. It’s an important USP of this range.
3. Don’t use these fantasy names
Creative names only work with super strong brands who actively push these products. If you don’t, avoid them.
This product is a pack of chicken nuggets. But you wouldn’t be sure about that.
4. Be aware of language
Dutch word for mayonnaise is mayonaise. With a single N here. So KraftHeinz choose to use the Dutch language instead of the package wording. Duth Mayonaise has only letter different than English. We think that’s a smart choice. Search engines usually support “fuzzy search“. A small difference in spelling will lead also to the best results.
Are there more ways to write a product type or name, then use the dominant spelling on the package.
5. Avoid extra words in names
The word “restaurant” is totally useless here, so leave it out. It can only distract from conversion. For example when a pub owner sees this product. It’s not for him, right?
6. Think like you are the customer looking for a product.
In the example, vegetarian is the distinguishing feature used in the search. You therefore add this to the product name. Your customer might explicitely search for vegetarian options, therefor this USP is very important in the title.
Final note
A perfect product name is not a creative toy, but a strategic tool. Buyers search quickly, purposefully, and rationally. You ensure that your products stand out through clarity, structure, and relevance.
Would you like to know whether your product names perform well in B2B webshops? We are happy to help you with a quick scan or practical checklist.