Guide: Valigara for Jewelry eCommerce Websites

Valigara offers multiple tools for the jewelery sellers using their website as a point of sale, a showroom, or a customer service destination. 

• Content
• SEO
• CRO
• A/B Testing
• Cross-site
• Omnichannel
• Post-sale experience

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. 
• 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 
• 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

SEO

Search Engine Optimisation (SEO) aims to provide the product information in a way that is "digested" by the search engines in the best way. 

• Avoid using the same content (titles, descriptions) twice
• Introduced timed updates in the content, keeping the pages "fresh"
• Rename 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
• Enable seasonal updates of promotional images and product content
  • Add seasonal touch to Box (promotional) images 
  • Add seasonal call-to-actions in the content

A/B Testing

The only way to identify better content is to create multiple versions of it, and compare the performance of each version

• Use Additional Fields to store 2-3 variations of the content
• Apply product Tags to remember the changes made

Cross-site

The website doesn't operate in a vacuum but always is a part of a wider infrastructure. Therefore, the website 

• Use the Feeds module to push product information to Google Merchant
• Use the Feeds module to push product information into Social platforms
• 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. 

• Use the VCatalogs system to create a Retail catalog for in-store sales
• Use VCatalogs for displaying all design options, and for internal use (such as displaying multiple cost levels to sales team)

Post-sale experience

• Use Valigara's CRM module to identify opportunities for upsell
• Use Valigara's  Orders management to manage the manufacturing, shipping and handling 
• Print all order documentation, such as Appraisals, Memos, Insurance letters, Production slips, and more. 

Brand content

• Branding puts multiple requirements to the website content. This includes generally higher level of the provided content, content consistency, and ability to effectively distribute it using various channels
• Use multiple Image tools (Watermarks, Data Overlay, Box Images) to create visual brand language
• Use Valigara's Product Management to generate all content in the brand's Tone Of Voice 
• Utilize Dynamic data structure for channel-specific adjustments