UNDERSTAND THE BUYER’S JOURNEY
Before you can begin to optimize your “online jewelry store”, you have to understand why potential customers are there in the first place. Contrary to popular belief, not everyone is there to buy; at least not at first. Purchases like engagement rings and wedding rings are what we call “milestone purchases”, so understandably, a lot of thought and consideration go into them.
That being said, the buyer’s journey actually goes through three steps:
- Awareness – The buyer is aware of your business and what you have to offer.
- Consideration – The buyer is deciding among the products you offer versus your competitors. They’re weighing the pros and cons and making comparisons.
- Decision – They’ve decided to buy from you and are looking for any kind of indicator that they’ve made the right choice
In each of these steps, the user can even switch between awareness and consideration, or spend more time in one stage than another. At each of these stages, creating content that reinforced why your online jewelry store is the right choice can make all the difference.
The first step, however, is understanding that your users are going to be in one of these three stages, and optimizing your pages accordingly.
OPTIMIZE FOR USER SEARCHES
Once you know where your users are on the user journey, it’s time to optimize your pages. That means creating pages according to the right keywords and terms they’re using to find you.
Fortunately, there are plenty of great free and low-cost tools that can help shed some light on these words and phrases, including SEMRush, Keyword Planner, UberSuggest, and SpyFu among others.
If you’ll be advertising locally, be sure to target the keywords with the most searches. Those keywords would be “engagement rings”, followed by “wedding rings” and “men’s watches”. Non-product related keywords are also good to optimize for, like “jeweler” and “jewelry store”
In order to properly optimize your pages, make sure that each one is optimized according to the best possible SEO (search engine optimization) structure, including:
- A title with your chosen keyword or phrase using Heading 1 tags
- The keyword or phrase used in a couple of Heading 2 tags
- The keyword or phrase is used throughout the content in a way that doesn’t overdo it.
Beyond using the right keywords in the right way, you can also take advantage of another optimization option: Rich Snippets.
Rich snippets are small pieces of content that are added to your listing in Google. These not only make your listing stand out more, but they also help users directly find what they’re looking for. Rich snippets are made possible using what’s called schema markup, and using them can increase click-through rates by 577%.
These rich snippets include:
- Product schema
- Ratings and reviews schema
- Price schema
- Product availability schema
- Video schema
As you might have noticed, you can include different ones to help users better understand, for example, how much engagement rings cost, what the availability is, and more details about the product itself.
MAXIMIZE YOUR E-COMMERCE
Since you’re selling jewelry online, it’s important to make sure that your e-commerce is fully optimized. That means using crisp, detailed photos with good lighting, as well as taking advantage of online optimization channels specifically devoted to products, such as Google Shopping feeds and Instagram.
In order to leverage products and e-commerce to the fullest, it’s a good idea to invest in driving quality traffic through paid ads. If this is an area you are not familiar with, make sure to consult with digital experts in the jewelry industry, like the team at GemFind. Any credible digital agency should be able to provide you with case studies from current clients, referrals, and a full analysis of your business’s current online position.
DRIVE QUALITY TRAFFIC
Paid ads, such as those available through Google, have the ability to not only drive interested, engaged consumers, but can help you do so in a way that is cost-effective for your online jewelry store.
By utilizing Google’s Display Network, for example, you have the ability to display your products across 90% of the global internet. That means, if someone came to your site, browsed your selection of engagement rings and then left, sites that they subsequently visited will remind them about your brand and your engagement rings.
When setting up your Google ads, be sure to use all of the available extensions, as this will not only help people see the details about your products from within the Google listing itself, but it can also help increase your quality score when advertising, which means that you pay less to reach more targeted prospects.
INCLUDE MULTIPLE PATHS OF COMMUNICATION
Last, but certainly not least, make it as easy as possible for users to contact you. You may have a contact page with a form on it on your website and think that’s enough, but there’s much more you could be doing to inspire consumer confidence. For example, incorporating live chat. According to Kayako, 79% of businesses said that implementing live chat increased customer loyalty, sales and revenue.
What’s more, 38% of consumers are more likely to buy from a company that offers live chat. But beyond including this, be sure to streamline your checkout so that it is as intuitive as possible. Test your checkout with users and make a note of any places where they’re uncertain of how to continue or have questions — a clunky checkout could be costing you sales!
And if you need a hand implementing a winning optimization strategy on your online jewelry store website in order to increase quality traffic and engage customers, why not reach out to the jewelry store marketing experts at GemFind? For over 20 years, we’ve concentrated on helping jewelry stores optimize their design and marketing to reach more clients and sell more jewelry online. Because jewelry store marketing is all we do, we know what works and use that to help your website rank higher, reach more customers, and sell more jewelry.