Much like the footfall to a brick-and-mortar store, the volume and quality of the traffics to your online jewellery store is essential for its growth. Whether you are running a digital-first jewellery brand or a physical jewellery retailer just tapping into the e-commerce sphere, having a strong digital presence is something no business of any kind can afford to ignore in 2022.
A decade ago, online sales only contributed to a small fraction of the revenue, but much has changed since then, consumers nowadays have fully embraced online shopping, from household goods to designer clothing, fashion accessories to fine jewellery, all are being sold online by the second. According to Reuters, Richmont, the parent company of high jewellery brands Cartier, Buccellati and Van Cleef & Arpels, saw a year on year increase of 19% in their online retail sales in 2021 Q3. Looking beyond luxury houses, Brilliant Earth, a fine jewellery e-tailer that offers virtual try-on and ring stacking experiences on their online store has reported a 51% sales growth in 2021 amid the pandemic wedding boom.
Regardless of the price point of your offerings, jewellery e-commerce is growing and continues to evolve. So, how well is your jewellery online store performing? Are you getting enough quality traffic? The website traffic to your jewellery shop is as important as the footfall to a brick-and-mortar store, be sure you are making use of the resources out there to maximise visibility. No matter where you are on the e-commerce journey, there is surely room for improvement in this fast-changing space, here are 5 ways to give the traffic of your online jewellery store a boost.
Optimise your website for search engine
Having a website up and running is just the beginning, the next step is to make sure it is discoverable, and it is essentially what search engine optimization is about. And if you think it is a one-off task, think again, it is an ongoing effort that would require regular attention. If you are building the website yourself, do keyword research and ensure the metadata of every page is in place, optimise the images by using alt text and good compression so they won’t slow down the website. Upload new products regularly, as well as the older content so they stay relevant to what your potential customers are looking for today.
Recover abandoned carts
Send out email reminders to potential customers who added something to the cart but didn’t complete their purchase. Add a small incentive to increase the recovery rate. If you are placing ads, you can also set up a retargeting ad to refresh their memory.
Leverage user-generated content
Encourage your customers to share your content or create visual content with their purchase by offering incentives such as a return purchase discount. Same for positive reviews and ratings, set up a post-purchase email to gather user reviews on different aspects of your product and service, as this is something potential customers rely on heavily during the consideration stage, especially for startup brands.
Create a referral program and/or an affiliate program
Referral marketing and affiliate marketing are especially helpful for startup brands, they help build trust and expand their customer base quickly through community building. You can either set up your own program from scratch or join an existing network and have them manage the program for you.
Scale your Facebook Ads and Google Ads
No matter which platform you are putting your ad budget on, it is important to scale otherwise the result is only going to diminish over time until it is no longer working. One obvious way is to increase your ad spend which will widen the pool of reach, another way is to switch up the offer or content of your existing ad sets, or by setting up a new type of ad, for example, if you are already running a search campaign on Google, you may want to explore display ad or shopping ad, depending on your needs.
