Today is Cyber Monday in the USA. It's said that after a 3 day weekend of holiday gift shopping in local stores, Americans will secretly spend several hours of their work day today shopping on the internet for the things they could not find over the weekend.
This is the day that the e-commerce websites have waited for; this is the day that e-commerce sites find out if their website is attractive, or if the navigation works, or if they have the right prices, or if their AdWords campaigns are on target.
Perhaps it's not a make-or-break day for e-commerce sites, but it sure is a good barometer early enough in the season to review analytics and make changes.
On the other hand, the brick and mortar stores are either reveling or reeling from the last 3 days of sales.
Starting today, and continuing for the next few days we will talk about some website tactics that, if used correctly, could help draw more foot traffic into your store.
Our first such tactic is an obvious one, and an old one: Use your website to educate.
Many jewelry sites have 4Cs, birthstone and gemstone information. Even though that information is readily available on many sites, you should still have it on yours. You don't want your customer to leave your site for any reason, even for a bit of light reading.
While you educate your customers you are establishing a trust relationship. It might be true that every jeweler can rattle off the 4Cs and what makes one SI1 better than another SI1, but the younger generation shopping for their first engagement ring needs your tutelage, your guidance, your expertise. While you give it to them, you are also planting a firm first impression that will stay with them for a lifetime. First impressions and customer service could easily land you that lifetime loyal customer.
Presentation of this educational information is important. The new audience will easily consume video or photos before they stop to read. The presentation needs to be attractive, user friendly and accessible on the myriad devices that your audience is using.
Here's something else to think about: The twenty-something consumer may have just graduated college or is still attending. At that age, the learning process still comes very easily because of college conditioning, so don't be afraid to include a lot of technical details. Although, if you are producing video and expect a twenty-something to watch it, then you will need to include whatever style currently appeals to them, including pop culture.
"...serious kudos to you. We love your straight talk, pertinent information and plain language. I don't know how many industries have something of jWAG's caliber available, but I learn from the emails every day. Really, really nice work, and very appreciated." -Cheryl Herrick, Global Pathways Jewelry
BEHIND THE SCENES jWAG is Free!
There's a lot of good SEO training stuff out there, but we're the only website who use jewelry terms in our examples...
jWAG is the research and training department of JewelerWebsites.com, and we provide our online training for free. No scam, no gimmick, everything you read on jWAG
is the same SEO and online marketing techniques that we provide our paying customers.
Our Daily Golden Nugget email subscribers are occasionally offered free services so we can evaluate new SEO techniques and emerging web technologies.
A typical SEO firm will request you fill out a "quote form" before they tell you exactly what they do for you or their price. We know that
many of you guys--our readers from the jewelry industry--are cautious about your technology investments and media buying. This is why we've created jWAG, to
help you learn a little and understand what it takes to have a successful jewelry website and online marketing.
With a little SEO knowledge you can better evaluate any SEO firm before hiring them.
Will you have time to do this yourself? Maybe not, but feel free to hire your own in-house web person and give them the job of reading and using jWAG.
That will be much less expensive than hiring us or someone else.
We try to write everything on jWAG so you can easily follow without too much geek speak. All our examples are written using jewelry lexicon so you can use them directly
or copy the techniques directly without rethinking. We hope it's a great time saver.
If you do decide to throw up your hands and give up we'd hope
you give us a call, but before you do, make sure to check out your options from your POS company because they might have an easy beginner website. Another beginner
website could come from one of your jewelry vendors.
When you are ready to use the power of jWAG you should just call JewelerWebsites.com or do a Google search
for "jewelry website design" for the other experts in the jewelry website design industry.
Here are some quick links into JewelerWebsites.com:
