4 Essential Jewelry Website Features that Convert Browsers into Buyers

2019-06-06T13:19:35+00:00By |Jewelers|0 Comments

Does this sound like you?

You have a website for your jewelry products. You’ve done some marketing and you actually get decent traffic. But with all that traffic, you really thought you’d be making more sales. What gives?

Anyone can create a website, but creating a website that converts is best left to professional with a proven track record.

That’s because it’s such an important pillar in your business strategy — you can do all the marketing in the world and do it really well, but if your website is not designed with the buyer in mind, you’re out of luck.

Let’s take a look at some of the things buyers love to see on a jewelry website.

1. Stunning Photographs

Photos play a prominent role on any e-commerce site, but when we’re talking about fashionable jewelry, especially for a high price, then the photo quality must be top-notch. If you get photos from the manufacturer that make you think you can do better, it’s definitely in your best interest to do so.

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  • Use enough lighting to let the jewels sparkle while also illuminating the subtle details on the jewelry.
  • Include multiple angles. If possible, invest in a special camera that creates 360 degree photos to allow your buyers to click and drag for every angle imaginable.
  • Make sure there are photos of each variation offered.
  • Allow zooming, such as when the mouse hovers over the photo.
  • Hire a professional photographer to make sure you have the right equipment, the post-processing skills, and the time to get it done.
  • Provide a sense of scale on items like necklaces or bracelets. Using a model or a mannequin is ideal.

2. Easy-to-Use Product Variation Filters

Rings in particular have so many different options available that a poorly-designed website will fail to organize these variations in a user-friendly way. Shoppers want to be able to move back and forth between stone shape, type, color and setting, not to mention the band color, shape and style as well. This helps them find their dream ring.

The best way to figure out what kind of product filters will work well for you is to browse a ton of e-commerce sites and find a filter system that seems very easy to use. Then, replicate it. And don’t be afraid to ask site users for feedback or do A/B testing.

For example, do you prefer check-boxes or links? Do you want the page to automatically update when one check-box is filled, or would you like to fill in multiple boxes and then click “Apply”?

Here are a few extra tips:

  • You will inevitably need to create a page that says, “Sorry, no results found. Try selecting fewer filter options.” Use this opportunity to link to your custom design page!
  • Add a “What’s this?” icon or link next to jewelry terms that beginners may not understand right away. Or, create a glossary page to help them understand all those filter options. This helps build trust in your brand, because clearly you care about helping customers every step of the way.

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3. Customization Inspiration for Rings

It’s not unusual for shoppers to come to your website looking for something very specific or very unique. They might not find what they’re looking for in your catalog. Offering customization services is very important, and you can make a very helpful page to foster inspiration in those who are not yet sure what they want.

This can also double as your glossary page. List out all of the following, with photos:

  • Band options. Include custom bands that you have created in the past!
  • Stone shapes.
  • Stone settings.
  • Stone types and colors.

Encourage shoppers to pick one from each category. In fact, you can turn this into an interactive page, allowing users to select one picture from each category and then fill out a contact form to submit it to your custom design team. Then, contact the customer with a drawing mock-up and go from there.

Customization is most commonly sought for rings, but if it makes sense to do so, you can also offer customization services for other types of jewelry in your catalog. Don’t limit yourself or your customers!

4. Testimonials

Do you have clients who were happy with the custom jewelry you designed for them? You need to let the world know! These testimonials can make a huge difference in getting new shoppers to take a leap of faith and entrust you with this task. Including photos proves the authenticity of the testimonial and builds trust in your brand. Reach out to happy customers about providing a written testimonial and photos.

The product does not have to be custom for people to leave you a review or testimonial. Potential customers also like to know that you sell a high-quality product that’s worth the price, and that you represent it accurately on your website. Social proof goes a long way in convincing other people to buy from you, so show it off on your website where people can easily find it.

Things Buyers Don’t Want From Your Jewelry Website

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We know that potential buyers will be turned off if the photos aren’t high-quality, if it’s difficult to narrow their search using filters, and if there isn’t easy customization assistance. But what else represent jewelry website no-nos?

  • Slow load time – This is especially true for filter options! If shoppers want to heavily filter the search results and the page loads (but very slowly) each time they select one filter, they will quickly get frustrated and move on to another site. Once upon a time in the days of dial-up, website visitors were somewhat patient. Now, we’re all spoiled with high-speed Internet. If your site doesn’t load quickly, your visitors will say, “See ya!” The problem could be your web host or the fact that each page is bogged down with too many items to load.
  • Tons of pop-ups – One pop-up offering a discount for newsletter sign-up is often expected (and welcome, considering that discount!). But if you’re pushing pop-ups on every single page, people will get frustrated and leave.
  • Too many third-party advertisements – Have you ever visited a site with so much advertising content, it not only took a long time to load everything, but you had to x-out the advertisements before you could actually see the main content of the site? If you have a banner ad at the top of the page and a video ad in the corner, plus a pop-out banner in the sidebar, you’re creating a terrible user experience that will cause visitors to leave. Your competitors offer a nicer experience, so why should they stay?
  • Novel-length descriptions – A short description of each piece of jewelry is important for the customer to understand the materials, settings, dimensions, etc. It also is helpful for SEO purposes, which means people can find your product page when using search engines like Google. But you don’t need to write paragraph after paragraph about the utter beauty of each sparkling diamond ring. People can see right through the fluff. Plus, photographs do most of the talking on jewelry sites anyway. Provide the information they want in an easy-to-read manner. Bullet points are usually best for this.

Ready to create a jewelry website that converts? Contact the Scepter Marketing team. We are seasoned jewelry website designers and understand what you need in this niche. Let’s get to work!

About the Author:

Cathy is the Content Manager at Scepter, compiling, editing, and writing interesting and informative content for our blog and newsletter.

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