Valigara offers multiple tools for jewelery sellers who use their website as a point of sale, a showroom, or a customer service destination. Product information is one of the most important aspects of the website management, and has applications in different business and technology needs.
On-site
Products Content
Jewelry content is the foundation for the website's operation. Quality content is dynamic and addresses the business's multiple needs at all operation stages.
- Titles
- Category title:
- Displayed in the Category page or Search results
- Short, 30-40 characters
- The goal of the title is to fetch user's attention. Include only main descripting parameters, such as model style "Duffodil" or model name "Roxane", and unique value proposition, such as "GIA", "Natural"
- By default, eCommerce engines, such as Shopify or WooCommerce, use the Product Page title as a Category title. Therefore, introducing the dedicated Category title creates a comparative advantage.
- Product Page title:
- The main title, visible to the buyers on the Product page
- Includes the important information about the jewelry
- 150-250 characters
- SEO title: The title which is used in Google
- Keep titles 50-60 characters
- Avoid using special characters
- This title is more search-engine-oriented, not human-oriented.
- Category title:
- Descriptions
- Short description
- Displayed on the top of the product page
- Provides brief intro into the jewelry and the whole offer
- 150-200 characters
- Long description
- Full marketing description of your jewelry
- 2-3 descriptive paragraphs, 3-4 lines each
- Addresses women auditory, who consume the information as a story
- Increases the ratio of unique content on the page for SEO
- Specifications Table
- Addresses men auditory, who consume the information as table sheet
- Used to effectively negotiate the detailed jewelry information
- Short description
- Prices
- In addition to the current price, display the higher "MSRP" price, which stresses the current offer's value
- The MSRP / Compare At Price will be displayed crossed
- Dynamic jewelry pricing will be based on the current precious metal prices, assuring the right profitability for better results
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Media
Jewelry products are very sensitive to image and video quality. Media is essential for jewelry sales success.
- Each product should have at least 3 images
- It is best to keep the same style (light, background) while creating images
- It is best to have images of the jewelry on body, and near the objects showing the product dimensions (such as a dime coin)
- Keep in mind that different sales channels can have specific requirements. Adjust your media accordingly
- Apply promoitional images
- jewelry packaging (such as jewelry box or pouch)
- Seasonal promotional images (Black Friday offer, Valentines card)
- Brand-related materials (inlays, branded bag, showroom image)
- Trust-building: Certificates, Appraisals (product-specific or samples), Infographics "Why buy from us"
- Value-adding images showing the seller's professionalism: Jewelry Care instruction, Ring Sizing table
- Enreach images
- For lower ticket items, put the main product information over the image, using the Data Overlay
- Apply watermarks, to display promotional offers ("25% off on our silver jewelry") and keep your intellectual property safe (semi-transparent company logo)
- Best Practices
- If the jewelry doesn't have the required packshots, compensate it with crop-outs from the original image
- If multiple products share the same images packshots, shuffle the images to avoid full duplication between the products
- Pay special attention to products' first images, as this will be displayed in the category/search results pages.
- Jewelry Videos
- Include videos in all jewelry
- As an initial step, for jewelry with multiple color variations, it is ok to display one design-level video
- as the video will not display the end product variation, keep in mind the risks and sales channel requirements
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Technical eCommerce
SEO & PPC
Search Engine Optimisation (SEO) aims to provide product information in a way that is "digested" by the search engines in the best way. By creating a better product content quality, the SEO positively influences paid marketing results, improving the return on investment.
- Avoid using the same content (titles, descriptions) twice
- Introduced timed updates in the content, keeping the pages "fresh"
- Use jewelry image files for better indexing in Google Images
CRO
Conversion Ratio Optimization (CRO) aims to convert the website visitor into a buyer. A Good Sales-Through Rate (STR) of the website is considered 1%. For higher-end jewelry, such as engagement jewelry, this parameter stands at 0.5%.
- The highly converting product page includes
- 3 photos of jewelry
- On-body image of the jewelry
- Product video
- 2 promotional images on each product page
- jewelry box image
- certificate/appraisal
- brand content
- size chart/ care instructions
- Call-to-action (CTA) - a call that creates urgency for buying the jewelry now, and not delaying the purchase. This can include content explaining that the current discount is the last one in this season, or some relation to current event, or any other statement which can cause the visitor to buy.
- Enable seasonal updates of promotional images and product content
- Add seasonal touch to Box (promotional) images
- Add seasonal call-to-actions in the content
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A/B Testing
The only way to identify better content is to create multiple versions of it, and compare the performance of each version.
- Create 2-3 variations of the content, and rotate it for a test group of products.
- The trusted results require at least 200-300 observations. If you create a SEO or CRO test, make sure to get to a significant number of page views / sales , to get reliable results.
- After rotating 2 variants, keep only the winner. Add new variant for the second row of testing.
- Apply product Tags to remember the changes made
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Off-site
Cross-channel
The website doesn't operate in a vacuum but is always part of a wider infrastructure. Therefore, the work with the website is surrounded by work with a wide set of destinations. Most common cases for off-side data destinations are:
- Google Merchant - for Google PPC (and better indexing)
- Social platforms - Meta, Instagram, Tiktok
- Avoid streamlining the product data from the eCommerce carts, as they lack the ability to adjust the data to the destinations' requirements
Omnichannel
In the localized business, the website visitor might close the deal frontally, face-to-face with the jeweler. This creates trust, allows a better buying experience, and is a totally reasonable omnichannel buyer flow.
- Retail catalogs can be used for in-store sales
- catalogs for internal use, f.i. seeing all the costs, the price targets, on a sales representative level
- catalogs for your work with clients: increase your sales conversion by effectively introducing your virtual inventory or cross-sales
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Business Level
Post-sale experience
The sale is only the beginning of relations with the customer. Good order processing, professional purchase handling, and timed communication are the keys to returning purchases and to successful business.
- In-order Success
- Streamline your order handling, manufacturing, shipping, and customer service for the best client experience. Remember - there is no chance for the first impression.
- Over-provide by showing the perfect order management. Documentation and autom
- After the Order
- If your client has bought a 14 White Gold with Ametyst jewelry 3 times, would you offer him 18k Yellow Gold with Ruby?
- The after-sales approach should be personalized. Your clients are your most valuable assets. Don't spam; stay relevant when addressing them. Segment your messages and information sent to different type of clients.
- Keep your name in the customer's attention space. Weekly emails are a burden, but quarterly relevant updates, offers, and pitches can only benefit your relations.
- Regularly return to your clients list. Find out important clients who haven't put orders lately. This could be a good opportunity to upsell, or an alert they are moving to different vendors!
- If your client has bought a 14 White Gold with Ametyst jewelry 3 times, would you offer him 18k Yellow Gold with Ruby?
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Branding
Branding puts multiple requirements to the website content. This includes a generally higher level of the provided content, content consistency, and ability to effectively distribute the product information via various channels. This makes multiple organizational changes critical
- Creating One Point of Truth for Product Information
- Collaboration between multiple departments and team players
- Ability to create and control the work processes, cope with human errors, restore and roll back
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Summary:
Content management is one of the main parameters of website management and success. Together with other steps of business management ( Inventory management, Orders management and Fulfillment, Multi-Channel strategy, and Analytics), strong automation is the key to keeping your business updated and relevant.
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