6 ways jewellers can maximise their online presence
Wednesday 2nd August 2023
Many of your customers are browsing online. So make sure you’re ready to capture the attention of those searching the web for their perfect product by taking a look at these top tips from our partners The Company of Master Jewellers (CMJ)…
The importance of having an online presence
Most retailers are aware of the benefits of e-commerce. However, for businesses that have only ever operated in-store, stepping into the digital space can seem challenging… and potentially unnecessary. After all, if your business is thriving without e-commerce, why take on the extra stress and costs associated with setting up a website?
Customers are increasingly expecting the businesses they transact with to have an online presence as well as a physical one. Being able to research a shop and its products online is a key part of a consumer’s decision-making process. So it’s more important than ever for your business to invest in an online presence.
Top tips on how to improve trust signals
A retailer’s website can be used to build trust. But, to do this, you must make sure your site contains relevant content that builds its credibility amongst both users and search engines. There are a few ways you can improve your site’s trust signals, including...
1. Work on your onsite Search Engine Optimisation (SEO)
93% of online experiences begin with a search engine. You want to be right there on page one when a customer searches for a term relevant to your business or your products. The best way to do this is to improve your site’s SEO. Make sure you look after technical elements of your site, such as optimised metadata, while looking into on-page content creation strategies. This could include providing detailed product copy, creating expert editorial content and displaying real customer reviews or case studies. Retailers can also invest in off-page SEO such as link-building to further boost a site’s authority.
2. Improve your page load time
A one-second delay in page load time results in a 7% loss in conversions. Making sure your on-site images are optimised for the web and doing all you can to improve page load time not only makes the customer experience much smoother, it increases your chances of ranking too.
3. Invest in paid search
SEO is a long-term strategy whereas paid search allows you to potentially see results quicker. Investing in a Pay Per Click (PPC) strategy gives you the opportunity to bid for the top spots in the search results, getting in front of relevant customers. You’ll pay every time they click through to your site, though, so you should only bid for terms you’re confident will appeal to the right customers. Marketing professionals will be able to advise you – get in touch with the CMJ if you wish to be put in touch with one of their digital suppliers.
4. Encourage online reviews
90% of people check online reviews before buying from a business. It’s a good idea to incorporate asking for a review into your customer journey, perhaps in an email once your customer has received their items. Sites such as TrustPilot or Feefo are a great way to gather customer reviews, offering real insight into the customer experience. Display these reviews and add customer case studies to your website (perhaps linking these directly to your products) to show prospective customers what it’s like to purchase from you.
5. Showcase you're a reputable business
Customers want to know they’re buying from a trustworthy jeweller. Offering guarantees such as free returns or product warranties shows you’re prepared to put your customers first – giving them peace of mind when ordering online from you.
You should also display any credentials from industry recognised organisations such as the Company of Master Jewellers or the National Association of Jewellers. This shows you’re a reputable, trusted member of the jewellery community.
6. Harness the power of social media
Research by social media agency Maybe reveals that while 31% of businesses have social media accounts, only 19% are active on social media with just 29.2% spending more than five hours a week managing their social media account.
That’s a stark difference in activity compared to consumers, 28% of which spend 3-5 hours a day on social media.
There is a growing opportunity for jewellery retailers to connect with both new and existing customers via social media. 56% of consumers follow businesses they shop from, while 64% often interact with companies on social media when looking to make a purchase. They use social media to conduct research before buying – and businesses can capitalise on this by being part of the social conversation from the get-go.
We’re here for you, in store or online
Emulate the in-store experience by making sure flexible finance options are available on your e-commerce site, too. When you partner with Novuna Consumer Finance, you’ll be assigned a Strategic Relationship Manager with experience of your sector to help you harness the power of offering online point of sale finance. We’ll work with you to offer seamless integration with our application platform and provide all the marketing materials you need to get started.
Connect with a new audience and reach more customers by offering retail finance online.
