An unknown error occurred:
DBError
db=/stand/base/analytics/t_user.db&AUTONUMBER=ID
Database file could not be found or opened

Reader's Favorite Nuggets
Recent Hits All Time Matt's Favorites
Recent Reader's Favorites

Our Nugget List

Highlands Jewelers #FridayFlopFix

by
Highlands Jewelers FridayFlopFix daily-golden-nugget-1410-22
This is my weekly #FridayFlopFix website review where my goal is to find a website that has a few problems and suggest potential fixes. I start this review with a jewelry store search in a random town and then I quickly look through the search results for websites with problems I can talk about in a terse evaluation like this.

I started my hunt for a candidate website this week with a search for "jewelry highland in." Google showed me these results:

Highlands Jewelers FridayFlopFix 1410-jewelry-highland-in-serp-83

Highland Jewelers Inc is a good candidate with their website at:
http://www.highlandjeweler.com/

First Impressions


Here's what the home page looked like when I visited:

Highlands Jewelers FridayFlopFix 1410-highlandjeweler-home-45
(click to enlarge)

The Simon G. hero graphic was one in a series of five they had on their home page. I want to specifically mention that Simon G. photography because it was part of a larger Simon G. marketing campaign from a few years ago. Could it be that this image has been on the home page of Highland Jewelers for 4+ years? If so, they have a problem.

The home page of your website should be updated regularly. One of the core metrics you must analyze on your website is the percentage of first time visitors vs. return visitors. The industry average for returning visitors right now is 20.4%.

While the 79.6% of new visitors won't know the difference, it seems like your home page must cater to the 20% of visitors that do come back. I dug a little deeper in my data to find that only 4.75% of returning visitors will come back more than 7 days after their initial visit.

During the holiday season, it's pretty common for a website home page to change on a daily basis, during the rest of the year, you should update it at least once a week. Unless you give visitors a reason to keep coming back, they will eventually get bored of seeing the same things and forget about you.

The fix for these home page image flops is to source new Simon G. photography.

Designer Links


According to the internet archive for highlandjewelers.com (here), the website I see today is only the 3rd design version, and it was launched sometime in mid 2015. While the look has changed, the content remains somewhat the same.

This is what their designers page looks like today:

Highlands Jewelers FridayFlopFix 1410-designer-page-55

Each of the nine designers shown there is linked to the respective designer websites. This is the same strategy that Highlands has used since their first site was launched in 2004, and it's time that they killed this strategy.

Instead of jumping to a designer website, they should fix this by replacing all these off-site links with their own product catalog.

On the other hand, if the product catalog approach is too much for them right now, then they should change the target links for each designer. Right now every one of the designer logos and images are linked to the home page of the respective designers. That forces the customer to figure out how to browse the designer site.

Instead of using such a generic home page link, Highlands could fix them by browse through each of their designer's sites and find the most appropriate page to link to.

For example, instead of linking to the home page of Coast Diamond here:
http://www.coastdiamond.com/
they could more accurately link to the Coast Diamond Romance collection here:
http://www.coastdiamond.com/collections/bridal-romance_c12/

Sitemap Pages


The last little needed fix I'll mention today is what I found on the site map page here:
http://www.highlandjeweler.com/sitemap.htm

Website sitemap pages are often automated without any work by you, but that automation can also create a few silly results like the one you might notice here:

Highlands Jewelers FridayFlopFix 1410-sitemap-page-73

This site map shows 12 different pages, but the last one should not be visible on the list... The "404 error" page.

The 404 error page should be a hidden page on your website that is never linked to from any other page on the site. The only way that page is found is when something goes wrong.

Hopefully this is an easy fix for them; otherwise they might need their programmer to change the automated process that created this site map page.

That's it for this week, until next time...



AT: 12/18/2015 01:10:53 PM   LINK TO THIS GOLD NUGGET
Confused and worried about your mobile website options? Click here to find out how to get your own website evaluation and a game plan to make it better.

Like This Jewelry Website SEO Gold Nugget? Please Share!

Like Our Site? Follow Us!


0 Comments on Highlands Jewelers #FridayFlopFix

Post a Comment
Name:

Check here for Anonymous
Email

Website:

 
Please contact me at the phone number and address below
Phone Number

Address:

 
Comment:

 
User Verification
2 5 8 1 6 8 2 9
Please enter the number you see in the box.
[ What's This? ]
Sign Up For Emailed Daily Gold Nuggets

"...articles are easy to follow and seem to have information one can use right away."
-Ann, Gallery 4, Hamden CT


"...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