Understanding the process of selling jewelry online

IIf you are looking to sell more jewelry online, you may have noticed that the process is quite different from traditional marketing. It may be a lot to take in, but at GemFind Digital Solutions, we’re here to help simplify the process and give you a clear and simple step-by-step roadmap to help you get the most out of your marketing and business. online sales. more jewelry online.

Let’s get right to the point:

Understand the buyer’s journey

Before you can start optimizing your “online jewelry store,” you need 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 such as engagement rings and wedding rings are what we call “significant purchases”, so naturally they are the subject of a lot of thought and consideration.

That being said, there are actually three stages in the buyer’s journey:

  1. Awareness – The buyer knows your business and what you have to offer.
  2. Consideration – The buyer decides among the products you offer over your competition. They weigh the pros and cons and make comparisons.
  3. Decision – They have decided to buy from you and are looking for any kind of indicator that they made the right choice

At each of these stages, the user can even switch between awareness and consideration, or spend more time at one stage than another. At each of these stages, creating content that reinforces why your online jewelry store is the right choice can make all the difference.

The first step, however, is to understand that your users are going to be in one of these three stages and to optimize 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. This means building pages based on the right keywords and terms they use to find you.

Fortunately, there are plenty of free and inexpensive tools that can help shed light on these words and phrases, including SEMRush, Keyword Planner, UberSuggest, and SpyFu, among others.

If you are going to be advertising locally, be sure to target the keywords with the most searches. These key words would be “engagement rings”, followed by “wedding rings” and “men’s watches”. Non-product keywords are also good to optimize, such as “jeweler” and “jewelry”

In order to properly optimize your pages, make sure each one is optimized for the best possible SEO structure, including:

  1. A title with the keyword or phrase of your choice using the Title 1 tags
  2. The keyword or phrase used in some tags in section 2
  3. The keyword or phrase 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 ad stand out more, but they also help people find what they’re looking for straight away. Rich Snippets are made possible by something called schema markup, and their use can increase click-through rates by 577%.

These enriched extracts include:

  • Product diagram
  • Diagram of ratings and reviews
  • Price scheme
  • Product availability diagram
  • Video diagram

As you may 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 are selling jewelry online, it is important to make sure that your e-commerce is fully optimized. This means using crisp, detailed photos in good lighting, as well as taking advantage of product-specific online optimization channels like Google Shopping and Instagram feeds.

In order to get the most out of products and ecommerce, it’s a good idea to invest in generating quality traffic through paid ads. If this is an area you are unfamiliar with, be 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 current client case studies, referrals, and a full analysis of your business’ current online position.

Generate quality traffic

Paid ads, such as those available through Google, can not only attract interested and engaged consumers, but can help you do it cost-effectively for your online jewelry store.

By using the Google Display Network, for example, you have the ability to display your products on 90% of the global Internet. This means that if someone has come to your site, browsed your selection of engagement rings and then left, the sites they visited next will remind them of your brand and engagement rings.

When setting up your Google Ads, be sure to use all available extensions, as this will not only help people see your product details from the Google listing itself, but it can also help increase your level. quality when advertising, which means you pay less to reach more targeted prospects.

Include multiple communication paths

Finally, make it as easy as possible for users to contact you. You may have a contact page with a form on your website and think that’s enough, but there is a lot more that you could do to instill consumer confidence. For example, integrate live chat. According to Kayako, 79% of businesses said implementing live chat increased customer loyalty, sales, and revenue.

Additionally, 38% of consumers are more likely to buy from a business that offers live chat. But beyond including that, be sure to streamline your payment so that it’s as intuitive as possible. Test your payment with users and note any places they don’t know how to proceed or have questions – awkward payment could cost you sales!

And if you need a helping hand implementing a winning optimization strategy on your online jewelry store’s website to increase quality traffic and engage customers, why not contact them. GemFind jewelry marketing experts? For over 20 years, we’ve been dedicated to helping jewelry stores optimize their design and marketing to reach more customers and sell more jewelry online. Because jewelry store marketing is all we do, we know what works and use it to help your website rank higher, reach more customers, and sell more jewelry.

Contact us today to find out more about what we can do for you!


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