While you may not think it’s possible to sell high-ticket items like jewelry through a contact-less medium like Ecommerce jewelry stores. But the truth is that by adapting to take advantage of both in-store and e-commerce buyers. You create a hybrid that’s much more likely to weather the storm than just a standalone traditional jewelry store or boutique.
The question then becomes, how do you get started? In this ultimate guide for Ecommerce jewelry stores, we’re going to look at the steps you need to follow to create a strong presence online. That will also leverage that online presence to go where your potential customers and markets are.
Ecommerce By the Numbers
Ecommerce accounted for 1.3 trillion in sales in 2014 and is projected to rise to 3.5 trillion this year. That’s a lot of people relying on the internet to help them make more informed purchases. That also means that whether you’ve started creating a web presence, you have an older site, or you’re just now getting started, there’s no better time to tap into the huge number of people that are doing business online.
Getting Ecommerce Jewelry Stores Started With The Right Platform
The first step in navigating the world of e-commerce for online jewelry stores is to choose the right website platform. The good news is that there are several platforms that are optimized for Ecommerce and ready to help you sell, right out of the box. The most popular Ecommerce platforms include Shopify and WooCommerce. WooCommerce is a fully integrated component of the popular WordPress content management system. We are currently recommending Shopify for Ecommerce jewelry stores because of its fantastic shop functions and ease of use.
Choosing the Right Keywords
Once you’ve decided on a platform, the next step is to choose the right keywords. Like with Ecommerce platforms, there are a handful of excellent tools that can help you narrow down your keywords. For example, Google’s keyword suggestion tool and Ubersuggest (both free) are good starting points. Spyfu is a great way to see the terms that your competitors are using.
92% of all online experiences begin with a search engine. That is why it’s a smart idea for all Ecommerce jewelry stores to plan out their keyword strategy appropriately. Research the best keywords and create dedicated landing pages with the content and products you’re aiming to target.
Optimizing your website for keywords is probably the most crucial component to your overall holistic digital marketing plan. This is because it presents the opportunity for you to show up when a user searches for a service or product on Google. When a user types in a specific keyword, they are showing intent, which means they have interest in that product or service. This mere fact is the reason why keyword optimization can be so important. This is because it can start to fill your marketing funnel with quality traffic. Once you get quality traffic from search engines, you can start retargeting on throughout the internet. This includes: Google Display Network, Bing, Yahoo, Facebook, and Instagram.
What To Include On Your Landing Pages
One of the most overlooked components for Ecommerce jewelry stores and search engine visibility is landing page experience.
Your landing pages are going to pages that your users arrive on after clicking your listing or ad. The best way to look at a landing page is like a home page for each product or service that you would like to get business for. In most cases, we see most traffic going to a website’s home page, but if someone is typing in a keyword for “Engagement Rings” but they land on your home page which may mention Engagement Rings, it also probably mentions wedding rings, fashion jewelry, watches and other products or services that you offer. This makes the user feel like the page is less relevant to their search.
Therefore, it makes sense to create individual landing pages for each keyword that you would like to show up for. It is also important to optimize your pages to perform well and to convert those users from browsers to buyers. When selling high-ticket items like jewelry, this can seem like an uphill battle. But with the right strategy, you can help increase the visibility of those pages.
To do so, you’ll want to make sure that each one:
Includes Call-To-Action Buttons
These large, noticeable buttons should encourage your users to take the action you want them to take. It’s not just a matter of slapping up an “Add to Cart” button and calling it a day. Instead give them every reason to order, including things like:
- Multiple payment options
- A payment plan
- A number of five-star reviews
Alongside your button, you need to add firepower behind it that gives a user every reason to take action with confidence.
Google loves sites that are optimized for mobile (and other) devices. Mobile-optimized means choosing a responsive design that loads content independently of the device. This is so the design is future-proof for whatever sized device is being used to view it. This means a better overall user experience and in turn, greater relevance to searchers.
In addition to sites that are mobile-responsive, Google loves sites that load fast. Users do too! This can be one of the trickiest steps for Ecommerce jewelry stores because of their large inventories and large images.
But, Google even has a free tool called PageSpeed Insights, which can help you better see what could be slowing down your site. This amazing tool also gives suggestions on how to remedy the problem.
Allows For Multiple Forms Of Communication
Having a way for users to get in touch with you is a smart idea. Having multiple ways is even better. Some prospects would rather write an email, whereas some prefer a phone call. You can even experiment with live chat. According to a report by Kayako, 79% of businesses surveyed said implementing live chat on their site resulted in higher conversion rates and improved customer loyalty. Plus, simply by having live chat on your site increases the chances that users will buy from you by as much as 38%.
Optimize For Every Stage Of The User Experience
Every buyer’s journey can be broken down into a series of stages:
They didn’t know about your product or brand prior to this moment. They’ve become aware of what you offer and then move into the next stage.
They’re in the process of researching a product, perhaps deciding between different engagement rings or other jewelry, and you are among those brands they’re considering.
They’ve made a decision and intend to go through with a purchase. Here, reminding them of things like your guarantee and customer service is paramount.
In addition to optimizing for every stage of the buyer’s journey, it’s also a good idea to look for ways to optimize your conversion rate. If you didn’t know, conversion rate is the rate at which visitors become customers. You can do this by leveraging online tools like heatmaps and positive reviews. Heatmaps will show you where users are clicking (or conversely, where they aren’t). And having positive reviews in place could mean the difference between taking action and placing an order, or not.
Optimizing Your Ecommerce Products
Another advanced but highly recommended step to optimize your products is with Rich Snippets or Google Schema. You’ve seen these in action whenever you’ve searched for a review, a product or even a video. They will display additional information, such as whether or not a product is in stock or what star rating a product has.
There are several types of schemas you can take advantage of in optimizing your own content, including:
- Reviews and Ratings (show ratings in the search results)
- Price Schema (show pricing in the search results)
- Product Availability (show availability/stock remaining)
- Video Schema (show a video in the search results)
Finally, just having the content is not enough. You also have to promote it. There are several different channels for this purpose, including
Social Media For Ecommerce Jewelry Stores
By participating regularly in social media (Facebook, Instagram, Twitter, TikTok, and etc.), you’ll be able to leverage a full suite of tools, including: Instagram stories, Instagram shoppable posts, Instagram TV, Facebook Live, Facebook Shopping and more!
Items under $500 tend to do better, and this allows you to consistently keep those accounts active and engage users no matter what stage they’re at in the buying process.
Email Marketing For Ecommerce Jewelry Stores
Email Marketing is one of the oldest methods of marketing is also one of the most reliable. This is because although not everyone has a social media account, nearly everyone online does have an email. Plus, with email marketing you can diversify the messages that you send, such as:
- Setting up abandoned cart emails to notify users who have given you their email address that they’ve left an item in their shopping cart
- Send out discounts, showcase what’s new or otherwise provide value to your subscribers
- Create lead magnets to help encourage more people to subscribe. A lead magnet can be any kind of free guide or information your users would find useful.
Last but certainly not least, Google Shopping is a type of marketing outreach that you don’t want to forget about. Google Shopping campaigns by themselves may not lead to many conversions. However they do open the door to Dynamic Ads, which can follow your users across a massive chunk of the internet (there are thousands and thousands of sites in the Google Display network).
In turn, this can lead to improved retargeting, and the ability in your social media accounts to set up “lookalike audiences”. Lookalike audiences are audiences similar to those being retargeted across Google. As you can see, it’s a sort of cycle where every advertising channel feeds off of each other. And this feeding action creates a complete picture of who your users are, where they’re coming from, and what they’re looking at.
As you can see, the roadmap to successfully selling jewelry online is full of a variety of points. And you need to take all of these into consideration as we adapt ourselves to the “new normal”.
However, with the right digital agency supporting you, many of these tasks can be handled in a way that helps you grow. If you want to grow while keeping your brand message consistent across every channel.
Contact us to learn more about GemFind’s Ecommerce jewelry store services.