A store selling outdoor gear had two categories in its menu: “Apparel” and “Gear.” Both names seemed clear to the team. But when they checked analytics three months later, “Apparel” had a click-through rate half that of “Gear,” even though it held twice as many products. They renamed “Apparel” to “Clothing & Footwear.” Click-through jumped 43% in two weeks. Same products, same position in the menu—different words.
Category names are not neutral labels. They set expectations, signal relevance, and either invite a click or get skipped. Most store owners name categories based on internal logic—how products are organized in the warehouse or what the supplier calls them. But customers don’t think in those terms. They think in problems to solve, occasions, and outcomes. When the label matches that mental model, navigation works. When it doesn’t, even well-stocked categories go ignored.
- Generic labels like "Products" or "Accessories" get lower click-through than specific labels.
- Customers scan for words that match their intent, not taxonomically correct terms.
- Jargon and brand-internal terms confuse first-time visitors.
- Names that signal what's inside perform better than clever or abstract names.
How customers scan menu labels
Eye-tracking research by Nielsen Norman Group shows that users spend very little time reading navigation menus. They scan, looking for a word or phrase that matches what’s in their head. The average fixation on a menu item is under half a second. If the label doesn’t immediately signal relevance, users skip it.
This means category names compete for attention in a very short window. A label like “Solutions” or “Products” requires interpretation—users have to think about what might be inside. A label like “Running Shoes” or “Kitchen Appliances” requires no interpretation. The name tells them exactly what they’ll find.
The principle applies across catalog sizes, but it matters more as the catalog grows. In a ten-item store, customers can afford to explore. In a five-hundred-item store, they rely on navigation shortcuts. If the labels don’t guide them quickly, they either search or leave.
Generic labels underperform
The most common naming mistake is using generic umbrella terms when specific labels would work better.
Generic: “Accessories”
Specific: “Phone Cases & Chargers”
Generic: “Products”
Specific: “Shop by Category” or, better, actual category names like “Apparel,” “Footwear,” “Bags”
Generic: “Solutions”
Specific: What the solutions actually are—”Software,” “Consulting,” “Training”
Generic labels feel safer because they cover more ground, but they also communicate less. When a customer sees “Accessories,” they don’t know if that means jewelry, phone cases, or something else. They have to click to find out, and many won’t bother.
Baymard Institute research on navigation usability found that vague category names increase the time users spend searching and reduce the likelihood they’ll find what they need. Specificity reduces cognitive load.
Jargon and internal terms confuse first-time visitors
Every business has internal shorthand—terms the team uses every day. But first-time customers don’t know those terms.
A B2B software store might label a category “MSP Tools” because that’s how the sales team talks. But a customer new to the space searches for “IT management software” and never realizes “MSP Tools” is what they need. The jargon blocks discovery.
A fashion store might use “RTW” (ready-to-wear) because that’s industry standard. But most shoppers search for “clothing” or “dresses,” not “RTW.” Unless your customer base is deeply familiar with the term, avoid it.
The test is simple: show your category names to someone outside your company who roughly matches your target customer. If they hesitate or ask what a category means, the name needs work.
Customer language vs store language
Good category names use the words customers use, not the words the store prefers.
One way to find customer language is through site search logs. Open Shopify Analytics or Google Analytics and check what terms customers type into your search bar. If customers consistently search for “waterproof jackets” but your category is labeled “Technical Outerwear,” rename it.
Another way is through keyword research. Tools like Google Keyword Planner or Ahrefs show search volume for different terms. If “running shoes” gets 100,000 monthly searches and “athletic footwear” gets 5,000, use “running shoes.”
A third way is simply reading customer service emails and chat transcripts. The words customers use when asking for help are often the words they’d look for in your menu.
The goal is not to force your taxonomy onto customers—it’s to shape your taxonomy around the words already in their heads.
Task-based vs product-based naming
In some industries, customers think in tasks rather than product types.
A hardware store could name categories by product: “Screws,” “Nails,” “Adhesives.” Or it could name them by task: “Hanging Pictures,” “Assembling Furniture,” “Sealing Gaps.” The second approach matches how many DIY shoppers think—they arrive with a job to be done, not a product in mind.
This works particularly well for stores selling to less experienced customers. If your audience doesn’t yet know the technical names for what they need, task-based labels lower the barrier.
But it’s not universal. Experienced customers often prefer product-based names because they’re faster to scan. A professional contractor shopping for fasteners wants “Screws,” not “Assembling Furniture.”
The decision depends on your audience. If most customers are novices or occasional buyers, task-based can work. If they’re experienced or repeat buyers, product-based is usually clearer.
Testing category names
Category naming isn’t guesswork—you can measure what works.
The simplest test is A/B testing in your menu. Shopify apps and tools like Navi+ let you build multiple navigation configurations and split traffic between them. Try two versions of a label and see which gets more clicks.
For example, test “Accessories” against “Phone Cases & Screen Protectors” for two weeks. Track click-through rate, bounce rate on the collection page, and conversion rate from that category. The data tells you which label connects better.
If you don’t want to run a formal A/B test, watch analytics before and after a name change. If you rename a category and click-through improves by more than 20%, the new name is working.
Another informal test: run a quick poll on social media or in a post-purchase email. Show two category names and ask, “Which of these would you click to find [specific product]?” The results often surface assumptions you didn’t realize you were making.
Common patterns that work across industries
Certain naming patterns tend to perform well regardless of what you sell:
| Pattern | Example | Why it works |
|---|---|---|
| Noun + descriptor | “Running Shoes,” “Winter Jackets” | Specific without being verbose |
| Outcome-based | “Work from Home Gear,” “Gifts Under $50” | Matches customer intent directly |
| Format: Category + subcategories | “Furniture: Sofas, Tables, Chairs” | Preview of what’s inside reduces guessing |
| Audience-based | “Men’s Clothing,” “Kids’ Toys” | Self-segmenting for relevant shoppers |
Avoid patterns like single-word abstract nouns (“Explore,” “Discover”), internal code names (“Line A,” “Series 3”), and overly clever puns that require explanation.
When clever names work and when they don’t
Some brands use clever or abstract category names as part of their identity. A high-end boutique might label categories “Essentials,” “Statement Pieces,” “Wardrobe Foundations.” This can work if the brand is already known and customers arrive with patience to explore.
But it comes with trade-offs. Clever names reduce findability. They increase the cognitive work required to navigate. And they perform worse in search—Google and customers search for “dresses,” not “Statement Pieces.”
If you choose clever names, pair them with clear subtext or previews. A dropdown that shows “Statement Pieces: Bold Prints, Evening Dresses, Outerwear” gives customers the context they need.
For most stores, clarity beats cleverness. Navigation’s job is to get customers where they need to go, not to express brand personality. Save the personality for product descriptions and marketing pages.
Quick winCheck your site search logs for the top 10 queries, then make sure those exact terms appear in your menu. If customers search for "leather bags" and your category is "Accessories," add "Bags" as a visible subcategory.
The best category name is the one customers would use if they were organizing your store themselves. Find that language—through search logs, keyword data, or customer conversations—and your navigation starts working harder with no other changes required.
This article is part of the larger guide on How to organize 1,000+ products so shoppers find what they need.