Your jewelry e-commerce page is performing well. People are finding and visiting your page, and checking out your jewelry products, but it doesn’t translate to the number of sales you’re getting at the end of the day. They don’t feel compelled to add your products to the cart. What seems to be missing?
The way you showcase your jewelry products in your store can make or break your business. Consider it as your virtual “salesperson” that works even when you’re asleep. Arm it with sale-boosting elements, and you’ll wake up with plenty of orders and/or inquiries from interested shoppers. The opposite, however, is also true. Fall short in virtual presentation and shoppers will be as quick as lightning to browse away from your page and onto the rival’s page.
What if you could convert a high percentage of your traffic into money? The solution points us towards the importance of optimizing your jewelry e-commerce page. Let’s face it. No matter how good you think your product page is, if it doesn’t deliver your customer’s needs and doesn’t answer the questions they have, it will never be enough to convince them in buying your product.
In this post, we outlined four jewelry e-commerce tips centering on product page optimization, so your traffic translates into what matters most to your business – SALES.
Let’s get it started!
Jewelry E-Commerce Tips: 4 Easy Tips to Optimize Your Jewelry Product Page for More Sales
1. Offer a visual proof of the jewelry they’re interested in through studio-quality product photography
The importance of product photography is no longer debatable at this stage. Not only do shoppers remember information presented through images (80%) than text (20%), they also (64%) believe that the quality of product images is more important than other product-related information including product reviews. Hence, it is imperative to get it right the first time or lose them for good.
When retailing online, you’re retailing to everyone in the world even without physical stores. But this presents an even bigger challenge. Your target shoppers cannot touch and try your jewelry products before they buy. This is why you should take product photography seriously. When done right, it can bridge the gap between your shoppers and the screen.
Your product photos should be of high-quality so that your shoppers can see every single detail of the jewelry no matter how intricate the design. If you’re still at the beginning phase of your business, don’t worry; with the right equipment and props and tips and tricks, you can photograph your jewelry at your home studio.
- Present Multiple Photos
One of the important things to consider here is how you can answer your shoppers’ questions through your product images. They want to know the texture, the size and see every angle possible so they can visualize the product as if they’re holding it in their hands. If you’re selling via eCommerce platforms like Amazon, eBay, or Etsy, upload as many clear photos as you can. For instance, Etsy, as shown above, allows you to upload up to 10 photos to show the most important qualities of your product.
READ MOREHow to Photograph Jewelry for Etsy
- Provide the capability to zoom in on your product images
Allowing potential shoppers to zoom in on your jewelry product images is another means of offering credible visual proof. Industry research shows that the zoom function can increase sales by 15% because it adds value to the shopper’s experience since it enables them to take a closer look at your product images. For example, to take a closer look at Tiffany & Co.’s link earrings, you can simply hover your mouse over the image and move it around to pan it. Alternatively, you can click the image to enlarge it and click the image twice with your mouse magnifier for a better and further enlarged view. With easy navigation like this, shoppers can freely explore the fine details of the product, including the earring post and back.
- Pull shoppers in with your 360-degree product view
A 360-degree product view can make your ideal shoppers linger on your page and eventually convert them into buyers. In fact, 91% of surveyed shoppers have long been demanding an interactive and immersive experience from retailers. Did you know that it also plays a big role in your jewelry business even if you’re primarily a brick and mortar store? The statistic shows that 81%of shoppers conduct product research online before making big in-store purchases.
In the sample above, Cerrone Jewellers used the GemLightbox to capture a 360-degree video of its black and rose gold ring. GemLightbox offers the simplest way to take jewelry images, whether you want a static jewelry product image, a 360-degree photo, or a 360-degree product video. It’s fast and easy to set up, especially if you don’t have the time and space for a grand photo studio arrangement. Not only is it portable, but it also captures as many photos as you can in seconds with optimal quality. Check GemLightbox’s Instagram account to see more of jewelry photos captured by other jewelers.
If you have to go out of your traditional way to show them every single detail of your product, do so, so you can lock their attention or make them visit your physical store. Provide them with product information as visual and as convenient as possible. Seventy-nine percent of Shoppers love the feeling of empowerment every time they find the product information they need using technology. Make sure always to deliver.
2. Highlight your brand
Not all of the shoppers landing on your product page will visit your home page, so always present your brand in the best light possible. Others have an inclination to focus on logos when they speak about their brands, but the essence of your brand doesn’t solely rely on it, especially if you have more freedom designing the page. You can entice more shoppers by transforming your mindset, that is, including your brand message, your story, who you are and your shoppers, what you do, and why you do what you do – when you talk about brand presentation.
In the example above, Daisy London has managed to optimize its product page to highlight its brand the moment a potential shopper lands on the product page. One quick look and the product page will immediately tell the shopper what the brand and the product is about: an exotic and customizable symbol of chakra collection that serves as meaningful gifts for loved ones.
If most of your referrals are coming from your social media pages, maximize shoppers’ brand recall by highlighting your brand in your social media content (product photography and/or product video). Watch the video below to see how we photographed a social media-ready product image – one that emphasizes brand awareness – using the GemLightbox.
3. Tell your product’s story through short yet informative videos
Provide as much product information as you can as an invitation to your shoppers to explore your product further. This can be done by presenting product videos that can unfold stories behind your jewelry pieces, your production process, or a straightforward product guide that answers any questions you’ve anticipated from your ideal shoppers. A product video is powerful because it can condense complex product details into one short yet informative clip. In fact, 90% of shoppers report that product videos help them make buying decisions while 64% of shoppers are highly likely to buy online after watching a video about the product.
Wanderlust and Co uses videos to showcase their products while introducing style ideas. This type of video is fun and entertaining. Shoppers who enjoy videos are highly likely to share it on their social media page, which can expand your reach.
Jewellery by Design (JbD) also capitalizes on the power of product videos when it comes to creating aspirational content. In the video above, the model wears a diamond engagement ring and moves her hand to create and show a spectacular display of sparkle. Product videos are perfect for inspirational content because the latter can communicate so much in a short amount of time. Here, the video guides the shopper in envisioning a lifestyle and elicits positive emotions. Women love diamonds not only because it makes them feel loved and special, but also because no other hard and long-lasting gemstone can sparkle like it.
4. Write creative product descriptions to humanize your product
Product descriptions don’t have to be a series of dull sentences woven together just for the sake of throwing all the product features, materials, and process onto the page. You can use product descriptions to convert browsers into buyers by humanizing your product; otherwise, it will be difficult to sell.
Humanizing your product means reaching out to your shoppers on an emotional level. Break the barriers along the path of their purchasing decision by building an emotional aura around your jewelry piece so that they can find a connection with your product. This connection will influence the way they feel and think about your product or brand, which may benefit you. In the example above, Uncommon Goods wrote a product description that encompasses the story behind the product, the product details, and introduces the maker. The story was written in a way that stimulates a sense of sentimentality and romance – an element that may encourage the shopper to think of the loved one whom they’d want to give it to. When you humanize your product, you make them see the point why they should give your money to you.
So what constitutes a sales magnet product page?
An excellent product page requires a continuous process of data interpretation and analysis, experimentation, implementation, and development. It’s not simply a matter of choosing any of these tips and resting on your laurels. You have to balance all these tips (and more) and see which of these works best for you.
Remember, Technology and shopper behavior changes. You must evolve with it.