Your jewelry store’s website is one of your most powerful sales tools. It tirelessly works for you and is always open for business. An effective website is no longer a luxury – it’s a necessity. Consumers have high demands. They’ve come to expect a certain standard of excellence, especially when they’re buying something as important as an engagement ring or as expensive as a gift for a loved-one.
Here are 5 tips to improve your jewelry website’s user experience and increase your sales.
The first step to improving your website’s effectiveness is to focus on the layout of each webpage, especially your homepage and any landing pages you’re using in your campaigns. To have a well-structured page you need to focus on what you want the end-user to do. What is your goal for the page? Is it to create brand awareness for your jewelry store? Is it to generate a lead or sell an engagement ring? Increase your foot traffic into your store? Whatever your goals, it needs to be clear and it needs to come across in your webpage layout. Studies have shown that you have only 3 to 5 seconds to capture visitor interest. Make your message count.
UX and UI are critical elements of webpage design. UX stands for user experience and UI stands for user interface.
UX design is the structure and basic wireframe of your site. It showcases the content layout and helps you to visualize your conversion funnel (how you’ll generate and capture leads or make a sale). Before an artist ever touches a paint brush, he draws a sketch and has a clear idea of what he wants to paint. UX is very similar. It’s the reason “why” behind your website.
UI design occurs after the UX of your website have been approved. It includes the images, color, fonts, and other design elements which make your website “look pretty”. This is the creative and fun part and takes a designer who not only understands which colors and images look best, but will also create the impression and have the impact you’re looking for.
UX and UI design are the foundation of an effective website and should not be rushed or overlooked.
As you develop your website and improve the user experience, you’ll want to consider the many tools and web applications that are available to you.
There are excellent tools that allow you to connect your social media to your website page to syndicate your feed and populate content. This helps build your brand equity and show the personal side of your jewelry store.
Another tool you might want to consider is to add a blog into your website. This helps build your content marketing strategy and increase your ability to be discovered on Google, thereby improving your search engine optimization (SEO). A blog can be native to your website software or it can be added as a standalone resource such as WordPress, if your site is running on a different platform.
These are just two options, there are hundreds of applications you can choose from to improve your website. The point here is to never remain static, you always want to be getting better.
A successful website knows their users better than they know themselves. This means tracking every movement on your website to learn from your audience. The importance of having an effective analytic strategy can not be understated.
For starters, installing Google Analytics is a must. It shows you how traffic is flowing into your site and where your customers are coming from. But, Google alone doesn’t tell you the full story. You need to go deeper. Using a user behavior tool such as Hotjar or Crazy Egg can provide you with additional insight which Google doesn’t give you.
User behavior tools provide you with rich feedback such as heat maps, views of your sales funnels, and can even record visitor sessions. You can actually see how people are interacting with your site and what they’re clicking on.
Key metrics you’ll want to monitor on your site are the bounce rate, time on site, number of page views per visit, and conversion rate, amongst others. There are dozens of ways you can slice and dice your data, but start with these.
Your customers are your best source to grow your business. Part of improving the website user experience is to know exactly what your customers are looking for and provide them with what they what – even before they know it!
By including feedback forms and surveys, you can learn a lot from visitors to your site. Something as simple as a one-question pop-up in the corner of your site can yield excellent results. It’s also good to include a more detailed customer satisfaction survey after every sale you make.
Don’t be afraid to ask customers what they liked and didn’t like about your website. Negative feedback can be even more valuable to growing your jewelry business than positive feedback. Use every response you get as a chance to do better.
In summary, your jewelry website’s user experience will absolutely make or break your business. The most successful jewelers never stop improving. They learn what works and what doesn’t and are constantly evolving their website strategy. Use these 5 tips above and start making changes today to improve your sales tomorrow.