Launching a successful ecommerce jewelry store often involves more than just trial and error.
It begins with a solid foundation of best practices that are essential for establishing a strong online presence.
Once these best practices are in place, the next phase of tweaking comes through A/B testing.
This is where you can experiment and fine-tune your strategies to better meet the needs and preferences of your audience.
High-Quality Product Images
Your customers want to see exactly what they’re buying, and they want to be able to examine the product from every angle. Here are a few tips to help you create great product images:
1. Use a high-quality camera
Invest in a good camera that can capture high-resolution images. A DSLR camera is ideal, but a high-end smartphone camera can also work well.
2. Use natural light
Natural light is the best way to showcase your products. Take photos near a window or outside on a sunny day. Avoid using artificial light, as it can distort colors and create unwanted shadows.
3. Capture multiple angles
Take photos of your products from different angles to give your customers a complete view of the item. This will help them make an informed decision and reduce the likelihood of returns.
4. Use a simple background
A simple, solid-colored background will help your product stand out and keep the focus on the jewelry. Avoid busy backgrounds that can be distracting.
5. Edit your photos
Editing your photos can help enhance the quality and make them look more professional. Use editing software to adjust the brightness, contrast, and color balance.
Detailed Product Descriptions
Product descriptions should not only describe the physical attributes of the jewelry but also the story behind the piece and any unique features that make it stand out.
To create effective product descriptions, consider the following tips:
Use Clear and Concise Language
Your product descriptions should be easy to read and understand. Avoid using technical jargon or industry-specific terms that may confuse your customers. Instead, use clear and concise language that accurately describes the jewelry.
See this example about sizing from Frosted Willow Bangles. In two short sentences I know how to measure and how to get the bracelet on and off. The image adds even more helpful detail.
Highlight the Benefits
In addition to describing the features of the jewelry, highlight the benefits that the customer will receive from owning it. For example, if the jewelry is made from high-quality materials, emphasize its durability and longevity.
| Feature | Benefit |
| High-quality materials | Durable, longevity |
| Lifetime warranty included | Worry-free wearability |
| Pin with rubber backing | Won’t slip off |
| Free resizing | No worry about getting the wrong size |
| Lightweight | Comfortable for everyday wear |
| Custom engraving | One-of-a-kind special gift |
Include High-Quality Images
Include multiple high-quality images that showcase the jewelry from different angles and in different lighting conditions. This will help customers get a better sense of the jewelry’s appearance and overall quality.
Provide Accurate Measurements
Be sure to include accurate measurements for the jewelry, including the length, width, and height. This will help customers determine whether the jewelry will fit properly and look good on them.
Tell a Story
Finally, use your product descriptions to tell a story about the jewelry. This could include information about the materials used to create it, the inspiration behind the design, or the artisan who crafted it. By providing customers with a story, you can help them feel more connected to the jewelry and increase the likelihood that they will make a purchase.
See how the product description below from Margaret Goodson Graham Studios tells the story that the artist associates with the pendant – and gives customers a way to connect with the item beyond the aesthetics of the piece.
In their description below, Unpossible Cuts tells the story of their materials, emphasizing sustainability, ethical sourcing, and eco-friendliness.
Mobile-Friendly Website Design
With more and more people using their phones to shop online, having a website that is optimized for mobile devices is crucial.
- Use a responsive design: A responsive design will automatically adjust the layout of your website to fit the screen size of the device it is being viewed on. This will ensure that your website looks great on any device — whether it’s a phone, tablet, or desktop computer.
- Optimize images: Large images can slow down your website, which can be frustrating for mobile users. Make sure to optimize your images for the web by compressing them and reducing their file size.
- Simplify navigation: Mobile users don’t want to spend a lot of time searching for what they need. Make sure your website’s navigation is simple and easy to use. Use clear, concise labels for your categories and make sure your search bar is easy to find.
- Use large, legible fonts: Mobile screens are small, so it’s important to use large, legible fonts that are easy to read. Avoid using fancy fonts or fonts that are difficult to read on a small screen.
- Make it user-friendly: A mobile-friendly website should be easy to use and navigate. Make sure your buttons are large enough to be clicked on with a finger and that your checkout process is streamlined and easy to use.
PRO TIP
Try navigating your site from your phone — or, even better, ask a couple of friends or employees to try purchasing something from your site using their phones. Ask for feedback on the process and make any necessary changes.
Secure Payment Options
When it comes to ecommerce jewelry, secure payment options are a must. You need to ensure that your payment gateway is secure and that your customers can trust you with their sensitive information.
- Use a reputable payment gateway: Choose a payment gateway that is well-known and trusted by your customers. This will help to build trust and credibility with your customers and ensure that their payment information is kept secure. (Popular ecommerce platforms have this already built-in.)
- Use SSL encryption: Make sure that your website is secured with SSL encryption. This will help to protect your customers’ sensitive information, such as credit card numbers, from being intercepted by hackers.
- Offer multiple payment options: Provide your customers with a variety of payment options such as credit cards, PayPal, Apple Pay, and Google Pay. This will help to increase the likelihood of a successful transaction and make the checkout process more convenient for your customers.
- Use fraud detection tools: Consider using fraud detection tools to help prevent fraudulent transactions. These tools can help to identify suspicious activity and prevent fraudulent transactions from occurring.
By following these tips you can ensure that your ecommerce jewelry store has secure payment options that your customers can trust.
Customer Reviews and Testimonials
By sharing their experiences with your products, customers can help build trust with potential buyers and increase sales.
- Encourage customers to leave reviews: Make it easy for customers to leave reviews by including a review section on your product pages and sending follow-up emails after purchases. Consider offering incentives such as discounts or free shipping for leaving a review.
- Respond to reviews: Show your customers that you value their feedback by responding to both positive and negative reviews. This can help build trust and improve customer satisfaction.
- Use reviews in your marketing: Include customer reviews in your email campaigns, social media posts, and product descriptions. This can help build credibility and increase sales.
- Use testimonials on your website: Feature customer testimonials prominently on your website to showcase social proof and build trust with potential buyers.
Here are great examples from Frosted Willow Bangles and Women Hat Accessories.
Transparent Pricing
Customers want to know exactly what they are paying for and how much it costs. This is especially important in the ecommerce world, where customers cannot physically touch or see the product before purchasing.
One way to ensure transparent pricing is to clearly display the price of each piece of jewelry on your website. This can be done through a pricing table or by listing the price next to the product description. Make sure to include any additional costs such as shipping or taxes so customers are not surprised by extra fees at checkout.
SEO for Jewelry Products
If you want your online jewelry store to be successful, it’s important to optimize your product pages for search engines. Here are a few tips to help you get started:
1. Use Descriptive Product Titles
Make sure your product titles include relevant keywords and accurately describe the item. Avoid using generic or vague titles like “Gold Necklace” and instead opt for something more specific like “14K Gold Diamond Pendant Necklace.”
2. Optimize Product Descriptions
Use relevant keywords throughout the description and make sure it’s easy to read and understand. Also, include details about the materials used, the size of the item, and any other important information.
3. Utilize Alt Text
In addition to helping those with visual impairments, alt text is used to describe images to search engines and can help improve your SEO. Make sure to include relevant keywords in your alt text and accurately describe the image.
4. Build High-Quality Backlinks
Backlinks are links from other websites that point to your site. Building high-quality backlinks can help improve your search engine rankings. Reach out to other jewelry bloggers and influencers to see if they would be interested in featuring your products on their site.
Email Marketing Campaigns
Email marketing campaigns are a great way to reach out to your customers and keep them engaged with your brand. With the right strategy, you can use email marketing to drive sales, build your brand, and increase customer loyalty.
One of the most important aspects of email marketing is building a strong email list. You can do this by offering incentives for people to sign up such as a discount on their first purchase or access to exclusive content. Once you have a solid email list, you can start creating targeted email campaigns that are tailored to your customers’ interests and preferences.
Loyalty and Reward Programs
These programs can help to build a strong relationship between you and your customers and encourage repeat business.
- Make it easy to join: Customers should be able to easily sign up for your loyalty program. Consider offering incentives for signing up such as a discount on their first purchase.
- Offer rewards that are meaningful: Rewards should be something that your customers will actually want. Consider offering discounts, free products, or exclusive access to sales and events.
- Communicate regularly: Keep your customers informed about their rewards status and any new promotions or events. This will help to keep them engaged and interested in your brand.
- Personalize rewards: Consider offering personalized rewards based on your customers’ purchase history or preferences. This can help to make your customers feel valued and appreciated.
Flash Sales and Promotions
These time-limited offers can create a sense of urgency and excitement, which can lead to increased sales and customer loyalty.
When creating a flash sale or promotion, make sure to clearly communicate the details to your customers. This includes the start and end date, the discount or offer being provided, and any restrictions or limitations that apply. Consider using bold or italicized text to draw attention to the promotion on your website or in your marketing materials.
Need help planning for Black Friday or Cyber Monday? Check out our guide!
Apart from email marketing, another option is to use social media to promote your flash sale or promotion. Consider creating a visually appealing graphic or video to share on your social media channels along with a clear message about the promotion and a link to your website.
Attractive Packaging Options
Attractive packaging not only protects the jewelry during shipping but also enhances the overall customer experience.
Consider investing in high-quality boxes, silk pouches, or customized wrapping that reflects your brand’s image and luxury feel.
Packaging that is both beautiful and functional encourages customers to share their experience on social media, effectively becoming brand ambassadors.
User-Generated Content
Encourage your customers to share their photos and experiences with your jewelry. Create a hashtag for your brand and invite customers to use it when posting photos of their new jewelry.
Feature this content on your website and social media channels to build community and trust. UGC can also provide you with authentic material for marketing campaigns, saving resources and adding a layer of genuineness that professional photos can’t always convey.
Personalization Services
Whether it’s engraving, custom design services, or allowing customers to select specific gemstones or metals, personalized options can greatly increase the perceived value of jewelry.
Highlight these services prominently on your website and include a simple tool for customers to design their custom piece.
Personalization not only caters to the customer’s desire for uniqueness but also reduces the likelihood of returns as the items are tailor-made to their specifications.
Conclusion
If you did a bit of research, you know that we could write another ten posts with ten different tips. Tweaking and A/B testing in ecommerce never ends.
In this post, we wanted to highlight some of the key areas where you should be paying the most attention. These are the main needle movers, and that is where you want to focus the most of your time when starting out.
