It all started with Rimowa. While writing my latest article "When Less is More in e-Commerce: How Rimowa Website Might Convince You Not to Buy Their Suitcase", I noticed a significant gap on their website. I had an idea for the brand based on its direction and went to check their current offerings. That shifted my attention to the issue, and I decided to conduct more in-depth research. The research eventually led me to the Louis Vuitton website. The gap there was even bigger — currently, there is measurable interest in particular items, but due to this gap, the brand doesn't convert it into sales.
*measurable refers to evident based on data
The gap is in the descriptor name. For example, if we talk about a bag with the full title "2Jour Leather Tote Bag":
"2Jour" stands for the item’s unique name, given by the brand;
"Tote Bag" is the descriptor name.
Eventually the research led to this case study, where we will:
Learn how to create a name descriptor that maximizes conversions on both your website and in search engine results;
Explore strategies for integrating descriptor names within brand-specific naming conventions,
— and Follow my full journey from analyzing Rimowa e-shop to identifying significant gaps in Louis Vuitton website. Along the way, you’ll gain insights on how to:
Detect gaps in item category displays that prevent customers from finding relevant products;
Identify items with measurable interest to prioritize product categories and improve conversion rates;
Optimize the visibility of priority product categories through strategic organization and filtering;
Ensure name descriptors stay relevant, enhancing the overall customer experience.
Additionally, we will explore questions such as: How do customers typically search for items in an e-shop? What gaps in product organization prevent interest from turning into sales? And how did my research lead to discovering critical issues on websites of mentioned brands?
What item category did I search for on Rimowa’s website? What search trend led me to discover a high-demand item on Louis Vuitton’s website that is not being fully capitalized on? This case study has all the answers and will be helpful to literally any brand with online presence or e-shop looking to improve product visibility, optimize search results, and boost sales through better name descriptors and website navigation. The best part is that applying these insights requires no additional investment. All it takes is strategic adjustments to naming, organization, and search optimization to improve conversions and customer experience, and you will find that all further.