Growing your jewelry store’s ecommerce sales and traffic differs from growing a retail store’s traffic and sales, but purchasing a piece of jewelry almost always begins online.
Here’s why your jewelry store needs an ecommerce growth program, strategic plan, and marketing and creative partner.
Why Your Jewelry Store Needs an Ecommerce Growth Program
While the jewelry shopping experience is different online than shopping in store, for most shoppers their search for the perfect piece of jewelry begins with your ecommerce website.
Online “window shopping” is much greater; most online shoppers are looking at over a dozen websites, comparing styles, pricing, accessibility and delivery times. The more information your ecommerce store shows about your jewelry, the more informed your customer will be and is more likely to choose shopping with you over a competitor.
An online shopper is not always likely to complete their purchase online, and may come into the store to finally buy their jewelry. Your ecommerce store aids in your retail store’s jewelry purchases, but their journey began while looking at your ecommerce selection and options.
Which jewelry sells best online is different from what sells in the store. Online customers are looking for less customization and more selection, at price points often far less than your average retail transaction. Reaching the right shopper with your jewelry when they are browsing is very important.
How are Jewelry Stores Seeing Ecommerce Growth Results?
Since launching our Ecommerce Growth Program in 2022, we’ve watched the growth and performance of the websites and heard amazing results from jewelry store owners.
- A Texas jewelry store saw an immediate 20% increase in organic traffic from their updated mobile design that is focused on SEO.
- A Midwest jewelry store increased their goal completions and onsite conversions by 43%, dramatically improving the ROI from their Social Advertising and Google Ads traffic.
- A southern jewelry store grew their overall traffic by 61% through the EGP redesign and decision to increase their digital advertising budget.
One of our jewelry store clients in Oklahoma had experienced the normal decrease in traffic that January often comes with after a big holiday season, but because they had participated in our ecommerce growth program the previous year, they did not see a decrease in sales on their website.
Their mobile ecommerce optimized website was now able to facilitate the online sale at a higher conversion rate than before!
While no one who builds an ecommerce website should assume they will start immediately making as many sales as their store to customers all around the world, a robust ecommerce store will always lead to positive ROI and sales for your business.
May 2023 Update - Jewelry stores that have joined Punchmark's Ecommerce Growth Program continue to see results!
- A Florida jewelry store has seen their organic traffic from Google increase an incredible 83%
- A Midwest retail jewelry store has increased their overall traffic by 261% across all channels
- And a Northeast retail jewelry store has seen their organic traffic from Google increase 122%
What's helping these jewelry stores increase their traffic? A renewed focus on mobile design and functionality, improved product names and descriptions, and stronger click through rates and conversions in Google search results from the focus on mobile!
What should an Ecommerce Growth Program include?
An ecommerce growth program for a jewelry store focuses on improving their ecommerce performance. To do that, you need to look at your website’s design, your navigation, and your digital marketing strategy.
A strong mobile and ecommerce focused design optimized for SEO and ecommerce conversions. Besides competitive jewelry pricing and in-stock status, how well your mobile website guides customers towards a final purchase is pertinent to ecommerce conversions.
And since Google only ranks websites based on how they look and perform on mobile, your design has a tremendous impact on your SEO.
If your website is focused on promoting your fine jewelry, engagement, bridal, and diamonds, it’s probably meant to drive traffic to in store sales more than ecommerce sales. Your navigation, order of product categories, showcased products, and calls to action are extremely important for ecommerce success.
Many jewelry stores naturally want to promote their highest priced pieces of jewelry first. Ten years ago it made sense to lead with your custom pieces, diamonds, and fine jewelry. But the ecommerce shopper is looking for products with fewer customization, a lower price point of only a few hundred dollars, and a seamless experience they own themselves from start to finish.
A strategic direction for digital marketing focused on driving ecommerce traffic. If your efforts are focused on driving engagement and bridal traffic into your store, they may not be effective for creating ecommerce jewelry sales.
Marketing for jewelry online is different. Customers want to see ranges of your product selection, whether it’s scrolling through pendants and necklaces on their phone on Facebook, or browsing the various styles of gold chains and men’s jewelry on Google Shopping.
Having a strong ecommerce growth plan in place, with the right strategic partner managing your digital marketing, will take full advantage of your website’s redesign and focus on promoting your jewelry.
Your Jewelry Store Needs an Ecommerce Growth Program
Jewelry stores with websites over 3 years old that have not updated their design and SEO significantly, who want to accelerate their ecommerce sales and online traffic, need an ecommerce growth strategy and a proven program that drives results.
To request your Ecommerce Growth Program package from Punchmark, contact your Account Manager or speak to Thomas Cossuto (984-444-8653) or Gasper Spinosa (980-283-8338).