By Alex Fetanat, GemFind
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At GemFind, many of our clients come to us asking to help improve their website’s ability to not only attract users, but to effectively transform those users into actual customers. One of the main problems we see when evaluating a jeweler’s website is their lack (or misuse) of a solid set of calls-to-action.
If you’re not familiar with CTA’s, they are basically opportunities you give users to take action on your website; no matter what the action is. For example, an ecommerce website may place a “Sign Up Now to Receive 20% Off” offer on their website for users who sign up for their company newsletter. This gives a potential customer incentive to fill out a form with their contact information while providing a push for them to buy a product online.
Jewelers, however, need to adopt a more careful approach to CTA’s in order to effectively turn users into customers. The target audience for jewelry stores is a bit different from other retailers, as your customers are typically not looking to make an immediate purchase; with jewelry items being such an important investment. This means you’ll need to figure out a handful of CTAs throughout your website that directly correlate with your demographic’s mindset. Here’s some tips for choosing the right CTA’s for your website.
Focus on Increasing In-Store Visits
If you have a physical retail location (or several) then first and foremost you should focus on getting local customers into your store.
Driving foot traffic to your jewelry stores is all about providing as much valuable information as possible to the customer in order to tell them why they should make the trip. Your homepage should feature your value proposition (aka what makes your store different/special in comparison to your competitors). Perhaps you’re a family-owned business with direct ties to the area and established trust from the local population.
Maybe you use eco-friendly practices to produce your products or focus solely on a specific product (such as engagement rings). Whatever the case may be, users should know exactly what makes your store unique within the first few seconds of visiting your website. Having a section dedicated to your value proposition with a “Book an Appointment” or “Directions to Our Store” button underneath it is an effective way to get more customers through your doors.
Create a Lead Magnet
Lead magnets work by enticing users with something of value in exchange for their contact information. Once this information is captured, jewelers can then set up a sequence to nurture the lead until they become an actual customer.
An incredible lead magnet idea — and one we have found to be extremely effective — is an engagement ring buyer’s guide eBook. The engagement ring buying process typically takes up to 3 months, which is why getting users into a campaign that periodically sends them new emails and pieces of valuable content is an effective way to nurture them into customers.
Get Users to Call Your Store
Placing your jewelry store’s phone number throughout your site — in your site’s header, homepage, contact page, etc. — is standard practice for increasing calls and booking in-store appointments.
You may already have click-to-call buttons on your website, but if you don’t, this should be made a priority. In a recent study conducted by HubSpot, 70% of mobile device users used click to call buttons and phone calls in 2018 alone. This means these types of calls-to-action work and if you’re number is connected to a capable salesperson, you will have ample opportunity to get the user into your store.
Need Guidance When it Comes to CTA’s?
If you’re still not sure what calls-to-action to implement on your website, you should consider partnering with a digital marketing team with experience in the jewelry industry.
At GemFind, our experts can evaluate your existing website and provide insight into what CTA’s you should be using to transform website traffic into actual customers. Contact GemFind today!
Contact GemFind today to get started. 800-373-4373