As an online jewelry seller, you know what it takes to produce a great product. You’re confident you’ve got the stock that people want. But for some reason, merchandise isn’t moving the way you want it to. What’s the disconnect?
There are several possibilities that could be hindering your sales, and even a few small tweaks to your business plan can reap great results for your revenue. So, don’t waste another minute. Consider these six ways you can boost your online jewelry sales.
- Invest in your website
When a customer visits your website, you have a very short period of time to make an impression on them. According to the Nielsen Norman Group, a customer will generally leave a website between 10 to 20 seconds after they have first viewed it. This is an extremely small window to catch your potential customer’s attention.
Have you invested in the latest in web design? Is your website simple to navigate, allowing customers to easily find what they are looking for? Is your site mobile friendly, especially since m-commerce is growing at a breakneck pace? Do you have a constant stream of new content available, like a blog, to keep customers coming back? These are a few of the many questions you must consider.
To make the most lucrative changes, consider partnering with a trusted web design company that knows the latest in web design and e-commerce. You can also set up A/B testing to make small changes to your site, allowing you to observe which changes your customers respond to the best. Whatever you do, a thorough review of your online presence is a non-negotiable step in increasing your sales.
- Utilize quality product photos
Although quality photography is important no matter what you are selling online, the pressure to take stunning pictures grows exponentially when your product is jewelry. When selling gems, you need to capture the color and scintillation of the stones. Precious metals also need to appear to gleam instead of having a dull overall look (unless the piece has a matte finish, of course).
Ensure you are using photography equipment that will bring out the best in your pieces. A camera that will allow you to get quality, high-resolution shots is key, as you should have the ability on your website for customers to zoom in on the fine details of each piece. The proper lighting should not be underestimated as well, and purchasing a small, portable LED lighting system with cool white lights will make sure your carefully designed pieces look stunning.
- Build your repeat clientele
Selling jewelry is such a personal business. You’re not only selling pieces, but you’re also making a unique connection with them through what they are purchasing. This type of sale is a powerful one; indeed, it’s one of the more emotional purchases a person makes. Even a small piece of costume jewelry can become a cherished heirloom because of memories that were made while wearing it.
Are you properly capitalizing on this emotional bond that you have with your customers? Consider investing in a clientele software that will allow you to regularly keep in touch with your customers via email, social media, or text. Do you know when your customers birthdays and anniversaries are? These pieces of information, when used properly, can help a one-time customer become a long-time customer by connecting with them on an emotional level.
- Improve customer service
Online sales can be such a cold business. A potential customer sits in front of their laptop and scrolls through dozens of different items before choosing what they’d like to purchase. It’s a process that involves no communication with the seller whatsoever. Because of that, customers often don’t see the difference between your website and the myriad of other sites that they can find on their favorite search engine. How will you stand apart from the crowded marketplace as you attempt to close the sale?
One way of showing you’re heads and shoulders above the competition is by engaging in proactive communication with your clients. A live chat feature on your site is a great method of interacting with customers in real-time, allowing you to assist them with their selection and answer questions. Utilizing social media tools like Facebook Messenger is a method that many Fortune 500 companies are using to engage with the public. Find ways to make yourself accessible to your potential clients so you can close the sale when the personal touch is needed.
- Spruce up your listings
What do your listings look like on your site? Are they simple explanations of the piece that read more like a technical readout? This style of the listing is unlikely to engage your customers, making them less likely to increase sales in the long run.
Understanding that jewelry sales are primarily emotional, let each of your pieces tell their own story. Although technical information about each piece is absolutely necessary, it should not be primary. According to Zoe Mohler of Three Sisters Jewelry, “the wearing of a piece is what really breathes life into what jewelry makers create.”
That is why it is so important to write copy for each piece that will engage the affections of the target audience you are attempting to reach. As your potential customers make an emotional link to the piece, they are much more likely to purchase it. If you are unsure that you can write this type of listing, enlist the help of a professional who can write the type of copy you need.
- Educate your customers
Although buying jewelry is certainly an emotional decision, it’s also true that some potential customers are wary to make a purchase because they have difficulty understanding the different terms used in the jewelry industry. Although you know the difference between a carat and a karat, you can’t just assume that your customers do.
Because of this, you’ll need to find an engaging way to educate your customers without them feeling like they are listening to a lecture. For instance, Chris Tag from Pompeii3 says, “Before customers spend their hard-earned money on diamond jewelry, they have to know some details. Color, cut, and clarity are all traits that can affect the value of a piece, but they should know what those things mean. You have to educate them a bit.”
As your customers become more knowledgeable about jewelry, they are more likely to make purchases from the company that helped educate them. Make sure you continually update your product pages with details, while still telling a story of love and romance.
Author Bio: Katie Tejada is a writer, editor, and former HR professional. She often covers developments in HR, business, finance, and CRM solutions, but also enjoys writing about events, decorating trends, and travel.