The website has become an essential tool for businesses, including jewelry stores and stores selling eyewear, handbags, shoes, and accessories in general. Whether your business is in retail or wholesale, it is very important to have a website as very often customers visit it before going to the store or do online research to find out about businesses that offer that product they are looking for in a particular geographic area. They also do research online to buy directly through the e-commerce website (when present). That’s why having an online presence is essential!
In this article we are not going to explain how to create, maintain, or give visibility to your website, because it is not possible to provide this information in an article like this and, moreover, we recommend that you rely on professionals if you really want to get results online.
Here we will just give you 5 useful tips that you can apply on your website to engage your website visitors and increase your online sales (if you have already applied them you are on the right track!):
1. Dynamic banner at the top of the homepage
In the top part of the homepage of your website insert a dynamic banner in which you give useful and interesting information to the website visitor, so that they will be enticed to continue the visit or to proceed with the purchase. Some examples of messages to include are:
Discounts and promotions
Slogans to be recognized and stand out from competitors
Products dedicated to an event (e.g., jewelry or romantic accessories for the Valentine’s Day period)
Participation or organization of events to give customers a chance to experience the brand.
2. Categorization of products
In the world of fashion and jewelry this is basic, but it is worth emphasizing its importance.
Dividing products into categories allows for a faster and quicker search for the desired product, and offering the possibility within the category to enter a series of filters for searching will make our website visitor even happier, because they will find more easily the product they are looking for.
A good division of categories and of products into filters is essential, especially when you have many products. Categories are usually divided into gender (man, woman, and kids) into type (e.g., bracelets, rings, necklaces, eyeglasses, sunglasses, etc.) and into “new collections” and “promotions” to give more visibility to some discount or new products.
3. Create beautiful photos or 3D animations
On the website, photography is essential! On both the home and category pages, products must be shown at their best with professional photos that show the product in all its beauty.
The photos posted on the homepage are usually links to the categories and can be:
- photos with the model: to show the product with a more emotional photo
- more artistic photos with a particular background
- still-life photos with a white background
- 3D animations of the product.
Once you enter the selected category (e.g., rings or sunglasses…) the photos must all be still-life with white background with the products as worn or 3D animations always with white background.
On pages with many images, it is essential that the photos are with a white background with no shadows or unwanted reflections, such as the photos and 3D animations that can be created automatically with Studio4 Jewels and Studio4 Eyewear, because our website visitor in a few seconds will have to analyze and choose which product sheet to open among dozens of products.
Once you have chosen the product to see in detail within the product category you will be able to click on the photo to open the product sheet where inside it is recommended to post multiple photos of the same product:
- photos with the product as worn (the same as on the product category page)
- photos from different point of views
- photos with the model showing how the product fits on the body
- possibly even interactive 3D animations.
One of the reasons why you do not have sales from your e-commerce website is precisely a low photo quality which leads the website visitor to think that the product is not beautiful and, therefore, they decide not to proceed with the purchase. That is why the photography aspect is undoubtedly one of the most important when you have a website!
Do you need help getting beautiful photos and 3D animations of your products? We offer photography courses, rental and sale of photo systems to get professional photos and videos of your products.
4. Reviews in the homepage and below the product
If you have reviews, the website should show them as much as possible, so they should be placed within the sheet of the related product and at the bottom of the homepage, because reviews let the customer know that the brand is known and customers who have made a purchase have been satisfied. This will encourage new customers to trust you and proceed with their first purchase.
5. Chat at the payment stage
The chat at the payment stage is very useful as it allows you not to lose customers in the final stages preceding the purchase. Very often, in fact, something can go wrong at the time of payment or order, and for the customer to be able to get in touch easily with the company from which they are buying through a chat will allow them to feel helped and not leave the buying process incomplete.
The website is therefore a very useful tool to get in touch with new customers that you wouldn’t have the opportunity to meet at your physical store and cultivate relationships with customers with whom you have already established a relationship. If you do not have a website, it is time to do it, contact us for more information. Instead, if you have a website but it is not giving you the visibility and is not producing the sales you want, it is a good idea to have experts analyze it to understand what is not working and how to improve the performance of your website.
Jewelry Marketing Expert