If you’re not spending more time, energy, effort, and money on your jewelry product pages than you are on basically every other part of your ecommerce website, you could be sabotaging your conversion rate. Yes, product pages are more important than even your homepage! In this blog post, we’ll explain why jewelry product page optimization matters and how you can start optimizing those pages.

Above all, product pages are important because of how your customers search for your products on Google. Unless your customers are seeking a specific brand, they’re not typing a brand name into the Google search box. Instead, they’re looking for a product type or product category. For example, if they’re hunting for an emerald-cut engagement ring, they’re not necessarily starting their search with “James Allen” or “Blue Nile”. Instead, they want to see all the options available and to price compare. As a result, they’ll search for “emerald-cut engagement ring”, and Google will yield product and product category pages, but not homepages. Customers finding you through Google are rarely landing on your homepage first.

The fact that your product pages are helping your ideal customers find you presents you with many opportunities, since product pages can easily be optimized with keywords. You can only include so much SEO-friendly content on your homepage, but you can add many keywords on your product pages, especially in product descriptions, image alt tags, page titles, headings, meta descriptions, and more.

Once you get someone to your site, you want to keep that person there for as long as possible, and you want to encourage that person to browse other products too. An engaging, well-designed product page that’s optimized for mobile browsing will keep your target customer on the page, long enough for her to at least add a product to her cart and ideally to make a purchase. However, if she’s not ready to purchase now, she should at least feel inspired to share the page, sign up for your email newsletter, save or “favorite” the product, or bookmark the product page for later, so she can do further research. Hint: you can see how long users are staying on your product pages by viewing stats like Bounce Rate and average session duration in Google Analytics.

Finally, product pages matter tremendously if you’re going to invest money in paid advertising, especially ads that showcase specific products and drive your target customers to your product pages. Most of the target customers you’ll be reaching with your ads will only be mildly familiar with your brand, so their click will be a sign of passing curiosity. They’re not necessarily motivated to buy your product at that time, and they’ll be quick to abandon you product page if it doesn’t immediately interest them. As a result, you must catch their attention and impress them quickly.

Now that you know why you absolutely must optimize your product pages if you hope to sell your jewelry on your ecommerce store, you’re probably wondering how you can get started and start boosting your conversion rate. Keep reading for some essential product page optimization tips.

Focus on getting reviews and social proof

Coined by Robert Cialdini in his 1984 book Influence, “social proof” refers to a person copying the actions of others when he or she is not sure what action to take next. Consider how you’ve made online purchases in the past. Given the choice between two versions of the same product, both at the same price points and with the same specifications, wouldn’t you choose the retailer who had more positive reviews? When you’re searching for products on Amazon, you may even sort by top-rated products, so you can weed out the poorly-rated options. If your customers don’t see reviews on your product pages, then they’ll be very hesitant to trust you. Customer testimonials and user-submitted photos and videos are also excellent forms of social proof.

Consider color psychology

You may be surprised to discover that color matters tremendously in ecommerce. Some colors will encourage shoppers to buy more readily, while other colors will turn people away. According to a research paper titled “Impact of color on marketing”, “…colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products” (Source). However, it’s nearly impossible to make generalizations about color, like red is bad, and green is good. Instead, you’ll want to consider factors like your target audience and the emotions you’d like to convey.

Use high-quality product images and videos

In my opinion, the one quality that sets an amateurish ecommerce website apart from a professional one is consistency in product photography. Product photos should follow a specific standard, which should be implemented throughout the site, across all products. Your primary product images should be well-lit and shot against a white background. They should all be the same size, showing the scale of each jewelry product. Secondary product images can show different perspectives and tell a story. Product videos and 360-degree views allow the customer to experience the product in a more realistic way. Finally, your images must load quickly and be optimized to scale for mobile devices.

Communicate your brand and unique value proposition

If someone finds your product page on Google, they likely know nothing about your brand. Just because the product page is focused on your product doesn’t mean you can’t also communicate your brand story and unique value proposition. Write the product description in the tone that matches your brand, choose a unique product title that’s representative of your brand personality, showcase additional product photos that really capture the essence of what makes you unique. Your brand colors, logo, and other distinguishing features should all be visible. In addition, if the customer doesn’t want to learn more about your business, she should be able to easily navigate to the homepage, an “About” page or a customer service page.

Make it easy to get help

Speaking of customer service, you want to show your customer that it’s easy for her to get assistance if she needs it. A customer will be very hesitant to buy from a lesser-known brand if she feels like she can’t easily contact them. To build trust, try implementing a customer service chat feature on your product pages. Or, include some of your basic customer service policies – like free returns, money-back guarantee, or complimentary repairs – somewhere near your product description. The more she feels comfortable shopping from you, the more likely she’ll be to make the purchase.

What have you done lately to optimize your product pages? To set a baseline for yourself, check out your Google Analytics data and make note of your Bounce Rate and average time spent on page. After that, try making some changes and updates to your product pages to see if those metrics improve. Furthermore, you can try A/B testing and experiment with two different versions of your product pages to see which one performs better than the other.