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Product Descriptor Name: How To Choose The One For e-Shop To Maximize Impact. Why Louis Vuitton Fails to Convert Current Interest In Item Into Sales on Its Website.

Updated: Dec 5, 2024

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.


Table of contents


  • The impact of unclear descriptors on sales

  • Example: Rimowa’s laptop bag category

  • Search trends revealing missed opportunities

  • Insights from Google Trends and search results

  • Closing the gaps for better customer experience and sales

  • Implementing effective descriptors and navigation solutions


I often have ideas for brands to expand their offerings into accompanying items. You offer suitcases? Then you might expand into laptop bags. That was the thought I had while browsing the Rimowa website, and I decided to check whether they already have this item category available.


There are generally two types of referrers that may lead a person with the intention to browse a particular item category from your brand:


1. Referrer 1 - Brand's website

The person is interested in a specific item from the brand and heads straight to the website.


Once on the website, the person looks for an item in two main ways:


  • Browsing the menu and searching for a particular category


At Rimowa, there isn’t a dedicated category containing the word "laptop" — this is the first critical point where a customer may abandon their search. Two potential categories from menu might house laptop bags: briefcases and business bags. However, on each of these category pages, there are still no bags explicitly labeled as "laptop."


Moreover, the Business Bags category is broader, including briefcases and other bag types. This creates another challenge in the customer journey: if a customer initially clicks on briefcases, they may not explore other categories like business bags for laptop-specific products — resulting in a missed sales opportunity.


*click to expand


Both pages offer filter options, but how effective are they in guiding the customer? Neither the category filter nor the size filter includes the specific option for laptop bags. While there is a "Features" filter that includes a laptop size option, the key question is: how likely is it that the customer will discover this filter before abandoning the category page? This represents a crucial point in the journey where the brand risks losing the customer due to unclear navigation and filtering.


*click to expand


  • Using the search toolbar


The customer may use the search toolbar, with likely terms containing the word "laptop" along with options like "case," "sleeve," "bag," etc. However, in the case of Rimowa, the search results show everything related and unrelated to laptops, including items like chess and poker sets. This can create a disjointed search experience, leading to frustration and a higher chance of the customer abandoning the search.


2. Referrer 2 - Search Engine

A customer may also use a search engine, entering a term closely related to the item they are looking for. This approach often leads directly to product or category pages.


In case of Rimowa it may be "Rimowa laptop bag", "Rimowa laptop case", "Rimowa laptop sleeve".



At this point you may get some insights on search terms.


The results show a dedicated laptop bag page named "Flat Pouch Laptop Bags," which leads to three models of laptop bags. However, as we've seen from previous search results directly on the website, there are more items in this category. Yet, Rimowa only presents three options, failing to sustain the customer's interest and potentially missing an opportunity to convert that interest into a purchase.



You may notice that the search engine results display "Flat Pouch Laptop Bags," which is different from the name on the collection page, "Flat Pouch." This discrepancy occurs because website developers used a broader name in the meta title to capture a wider potential audience. However, as seen from the website search results, this identified potential interest was not fully capitalized on, leading to suboptimal results. Furthermore, how likely is it that a customer searching for a laptop carrier would use the term "flat pouch"? This disconnect in terminology could lead to a missed opportunity in guiding customers toward the correct product. We’ll explore this further.



The gap in the name descriptor can disrupt the customer journey across many brands. When unclear or inconsistent descriptors don’t match common search terms (e.g., "laptop bag"), customers struggle to find relevant products. This issue is worsened when category names or filters also fail to match common search terms. This disconnect in name descriptors leads to confusion, frustration, and missed sales opportunities as customers abandon their search.


For example, at Rimowa, customers searching for a "laptop bag" are directed to categories like "briefcases" and "business bags", which don't explicitly reference laptops. Additionally, specific products are labeled as "Flat Pouch", a term unlikely to be used by customers looking for a laptop bag.


So how to choose a name descriptor for a smooth customer journey?


1. Align with customer search terms


Use descriptors that reflect the common language and keywords customers use when searching for products. Analyze customer behavior, search terms, and queries through analytics tools to understand how they search for specific items.


Avoid vague or overly broad terms. Ensure that each item or category has a specific name descriptor that clearly communicates its function or purpose (e.g., "laptop bag" instead of "flat pouch"). This helps customers easily identify what they're looking for without confusion.


I generally use ChatGPT to create a list of synonyms with the prompt: "give me 10 keywords which the customer may use to search for ..."



With the list of keywords, you go directly to Google Trends to compare the demand for each search term and identify the most commonly used one. Depending on the brand's primary markets, you can focus on either global trends or specific countries. I typically analyze data from the last 12 months, which is long enough to capture meaningful trends and provide insights into customer behavior.


As we can see, "laptop bag" is the most common search term, significantly surpassing others in search volume. Next is "laptop sleeve," while "business bag" and "laptop pouch" are much less popular. I intentionally included these terms used by Rimowa to demonstrate that they are not aligned with customer search behavior.



2. Use descriptors in key filters and categories


Make sure descriptors are present in category names and filter options. If an item belongs to multiple categories, consider placing it in each relevant section (e.g., "business bags" and "laptop bags") to ensure customers can find it no matter where they search. As seen with the Rimowa example, when filters are not thoughtfully applied, it can lead to customer confusion and missed opportunities.


Internally, include all relevant keywords into a synonym group — this ensures that no matter which term the customer uses in the search toolbar, they will get a relevant result.


Here is an example how we use it my own e-shop, 2Jour-Concierge.com to optimize search functionality and improve customer experience (we use Shopify platform):


This may also be a way to enhance the search experience within the website where the brand has specific item names that don’t include a clear descriptor. For instance, in the case of Rimowa, the brand may prefer to stick with "Flat Pouch" and not include "Laptop Case." While I highly recommend including a clear item descriptor in the name, creating synonym groups may solve the situation.


To ensure your search synonym groups are relevant and to identify opportunities for refining your item types and categories, regularly check Google Search Console for you website and your internal search query data. Google Search Console shows which keywords bring traffic to your site, helping you understand how users are finding your products. Meanwhile, your internal search queries provide insights into how customers search directly on your website. By analyzing both, you can spot gaps in your product naming, refine categories, and optimize search terms for better customer experience and higher conversion rates.


3. Consider SEO


Optimize descriptors for search engine visibility. Use keywords that not only match customer search terms but also perform well for search engine optimization (SEO). This will help direct external search traffic to the right product pages. As seen with Rimowa, using a clear descriptor in the Meta title helped the search engine identify the product as relevant to the search query.


At 2Jour Concierge, we go even further and create a separate description for search engines. This description not only includes item-specific keywords but also terms like "shop," key characteristics, and a broader category name (which, in the case of laptop carriers, may be "business bag").


4. Ensure consistency across platforms


Consistency in name descriptors is crucial across both the website and external search engines. The same term should appear in item listings, search engine meta descriptions, and website menus to avoid any disconnects between where a customer starts their search and where they end up.


5. Create individual collection pages


As seen with Rimowa, failing to create a dedicated collection page for a variety of laptop holders not only limits what the customer sees as available options but also hampers the conversion of interest into sales — the customer simply doesn’t see all the options.


Here is a tip we use at 2Jour Concierge. We have many individual collections by brands, as well as numerous object categories — too many to display them all in the site menu. However, to guide customer interest toward relevant search results, we still create collection pages with broad descriptions and keywords for search engines. Additionally, links to collections that may not appear in the site menu are displayed as clickable links, ensuring customers can still discover them.


This strategy balances site navigation limitations with search engine optimization and user experience, which is valuable for brands managing large inventories or multiple categories.


*click to expand


In Focus: Louis Vuitton Missed Opportunities


While exploring Google Trends for laptop carriers, I found a rising trend for the brand — people are specifically interested in Louis Vuitton laptop bags. This led me to check how Louis Vuitton is handling its name descriptors, and what I found may be considered a failure to convert current interest into sales on its website.



Let's follow the customer journey the same way like with Rimowa.


Search engine search

1. Using search engine we will get first insights on name descriptor.


We will also get a few relevant pages, but guess what? A page with the meta title "Luxury Designer Laptop Bags - Work Bags for Women, Men" and a URL handle containing the word "laptop" leads you to... Neverfull Essentials, which has nothing to do with laptop bags.


*The brand uses both words "luxury" and "designer" for meta title which may bring additional traffics of those searching for luxury laptop bags.


2. I then go to the second link, and it shows 4 bag models (which seems fewer than expected). I still decide to try my luck and switch to the UK version of the website, as the previous one was for Singapore. But that takes me to the homepage.


*click to expand


3. I finally click the third link, “Business Bags for Men in Leather & Canvas.” The name already limits engagement, as it refers only to men, potentially excluding women and non-binary customers from feeling the product is relevant to them. Additionally, it doesn’t contain the word “laptop” in either the meta title or meta description — a person specifically searching for a laptop carrier may feel confused or misled.


The link brings us to a page dedicated to business bags, which could potentially be used as laptop bags. However, the filter options are inadequate, as there’s no filter for specific screen dimensions or laptop types. This lack of detail in the filtering system makes it harder for customers to find the exact product they need, which can lead to frustration and missed sales opportunities.


*click to expand


Website search

1. With the search term 'laptop bag,' we get 95 results, including various items such as passport covers and dog carriers.


2. We may also use the site menu, but try to guess where to look — brands with a wide array of offerings are especially sensitive to proper display and easy navigation.


*click to expand


So, as both search methods for a trending item at Louis Vuitton fail to provide customers with a relevant selection of items, the brand misses an opportunity to convert interest into potential sales.


All the gaps identified can be addressed using the previously mentioned methods.


Additional points to consider

1. While the way I found the trending item for a particular brand was rather a coincidence, there is another way to search for trends that lead to your website — by using your brand name as a search term in Google Trends. Make sure to do this regularly to keep the website relevant and to prioritize tasks effectively.


If we look up "Louis Vuitton," we will see a growing interest in golf bags worldwide over the last 7 days, which the brand fails to convert into sales.


This is because, on search engines, only individual item pages appear. On these pages, the breadcrumbs lead to a very general travel category that includes all sorts of items, rather than a specific golf equipment section.


*click to expand


While performing a website search, we will find golf gear mixed in with other unrelated items — this happens due to the absence of a dedicated collection page.


2. And here comes the second insight: always prioritize the creation of a well-organized collection page.


Within the website:

  • A dedicated collection page organizes products under a specific category (e.g., "Golf Gear") and ensures that customers can easily find all relevant items in one place. Without it, products get mixed in with unrelated items, leading to a cluttered search result and frustration for users;

  • Streamlined navigation helps users locate the exact product they're searching for, increasing the likelihood of conversion. For example, if a user searches for "golf bags" and is led to a well-structured collection page, they are more likely to explore and make a purchase.


Search engines prioritize well-structured, keyword-rich pages. A dedicated collection page can target specific keywords (e.g., "Golf Gear" or "Golf Bags"), improving the page’s ranking in search results.

  • Collection pages with meta titles, descriptions, and relevant content tailored to search queries are more likely to show up in search engine results, driving traffic directly to relevant products;

  • By grouping related products under one optimized collection page, search engines view the page as more authoritative, which enhances visibility and attracts more potential customers.


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