Tactics for Boosting Your Jewelry Ecommerce Performance

Laryssa Wirstiuk
Ready to break free from algorithms, vanity PR, and money-sucking ads? My name’s Laryssa Wirstiuk, and I’ve learned in 7 years of jewelry marketing that content is the crown jewel. My agency Joy Joya takes a holistic approach, leading with laser-focused storytelling, impactful content creation, and strategic content distribution. This method has worked for the solopreneur as well as the multi-million-dollar company, and now I’m sharing these systems and tactics with you. Here’s to standing out in the Sea of Sparkle.

Welcome to Episode #281. Today, let’s dive into a “part two” of last week’s discussion on achieving ecommerce sales goals through key metrics like Average Order Value (AOV), Conversion Rates, and the number of Website Visitors. While I outlined the importance of these metrics, I didn’t delve into strategies for enhancing your performance in these areas. In this episode, I’m excited to offer practical advice on elevating your AOV, boosting conversion rates, and increasing your site’s traffic. Coupling the insights from episode #280 with today’s tips should empower you to elevate your online jewelry sales, providing clarity on the actionable steps you can take to turn your sales aspirations into reality. This approach aims to make your goals more attainable and demystify the process of achieving online success.

But before we get to the solid gold, I’d like to take a moment to remind you that this podcast has both audio and video – so you can either listen on your favorite podcast platform or watch on YouTube by searching “Joy Joya”. You can support the podcast for free by taking the time not only to subscribe but also to leave a rating and review on Apple Podcasts.

Okay, let’s get into today’s episode, my Sparklers! Again, last week I spoke about establishing effective revenue goals as well as knowing your metrics. As a refresher, here’s a summary. To establish effective revenue goals, consider analyzing past performance, market conditions, and your business’s growth potential, setting attainable yet conservative targets initially, especially for new businesses without extensive data. For established businesses, leveraging past sales data, understanding market dynamics, and evaluating internal capacity are crucial for setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals, aiming for a realistic revenue increase based on the business’s maturity and market position. And then when it comes to knowing your numbers, metrics such as Average Order Value (AOV) and Conversion Rate, accessible through ecommerce analytics platforms, are essential for planning and adjusting strategies to meet these revenue targets, highlighting the importance of setting achievable goals and the mechanisms to reach them, including focusing on customer retention and improving key performance indicators. I also mentioned Website Visitors and Returning Customer Rate as important metrics to consider.

If you haven’t yet listened to episode #280, please listen to that one first before proceeding because there’s a lot of important information and context that will help this episode make sense. Understanding your metrics is crucial, but figuring out how to leverage this knowledge effectively is an entirely different challenge. If you’ve identified a need to enhance your average order value, uplift your conversion rate, attract more website visitors, or increase your returning customer rate, you might wonder where to start. I’ll share specific strategies tailored for each area. For jewelry businesses, it’s essential not to overwhelm yourself by attempting all these improvements simultaneously. Instead, choose a focal point for enhancing your ecommerce performance. Then, select and implement the strategies that seem most achievable and fitting for your situation.

Let’s start with Average Order Value or AOV. Bundle Products: Create bundles of products that complement each other, such as a necklace, earrings, and bracelet set, and offer them at a slightly lower price than if bought separately. This encourages customers to spend more to get a better deal. Cross-sell and Upsell: Suggest related products or higher-end alternatives at checkout. For example, if a customer is buying a silver necklace, recommend a matching silver bracelet (cross-sell) or a higher-quality gold version of the necklace (upsell). Tiered Pricing Discounts: Offer discounts that incentivize larger purchases, such as “Spend $100, get 10% off; spend $200, get 15% off.” This can encourage customers to add more items to their cart to reach discount thresholds. Free Shipping Threshold: Set a minimum purchase amount for free shipping that’s slightly above your current AOV. Customers often add more items to their cart to qualify for free shipping. Loyalty Programs: Develop a loyalty program that rewards customers for higher spending, such as earning points for each purchase that can be redeemed for discounts on future purchases. This can encourage repeat business and higher order values. Product Recommendations: Use data analytics to provide personalized product recommendations to customers based on their browsing and purchase history. This can lead to additional purchases.

Now let’s talk about Conversion Rate. Optimize Website Design: Ensure your website is visually appealing, easy to navigate, and mobile-friendly. High-quality images and videos of your jewelry can also enhance the attractiveness of your products. Improve Product Descriptions: Write clear, compelling, and detailed product descriptions that answer potential questions. Include information about materials, dimensions, care instructions, and the story behind the piece, if applicable. Use High-Quality Images: Showcase your jewelry with high-resolution images from multiple angles. Consider using videos or 360-degree views to give customers a better feel for the product. Offer Live Chat Support: Implement live chat on your website to answer customer questions in real-time. This can help alleviate doubts and guide customers toward making a purchase. Simplify the Checkout Process: Minimize the number of steps required to complete a purchase. Offer multiple payment options and ensure the checkout process is secure, quick, and straightforward. Implement Trust Signals: Display trust signals like customer reviews, ratings, and testimonials prominently. Also, highlight any industry certifications, secure payment badges, and money-back guarantees to build credibility. Offer Promotions: Limited-time offers, discount codes for first-time buyers, or special promotions for signing up to your newsletter can incentivize customers to make a purchase. Abandoned Cart Emails: Send timely, personalized emails to customers who leave items in their cart without completing the purchase. The first email can be sent within an hour of abandonment, gently reminding the customer of their unfinished purchase. Follow-up emails can include a special offer, such as a discount code or free shipping, to incentivize them to complete the transaction. Ensure these emails are personalized and highlight the products they left behind, possibly with a message about why those items are worth a second look.

So what about Website Visitors? Search Engine Optimization (SEO): Optimize your website’s content, including product descriptions, blog posts, and images, with relevant keywords to improve your ranking in search engine results pages (SERPs). This makes it easier for potential customers to find you when searching for jewelry online. SEO for Images: Optimize the images on your website with descriptive, keyword-rich file names and alt tags. Since many customers search for jewelry using image search, this can drive additional traffic to your site. Content Marketing: Create valuable and engaging content related to jewelry, such as styling tips, care instructions, and the stories behind your pieces. This can attract visitors looking for information and inspiration, driving traffic to your site. Social Media Marketing: Use platforms like Instagram, Pinterest, and Facebook to showcase your jewelry, share behind-the-scenes content, and engage with your audience. High-quality images and videos, including user-generated content, can drive interest and traffic to your website. Influencer Collaborations: Partner with influencers who align with your brand to reach a wider audience. Influencers can introduce your jewelry to their followers through sponsored posts, reviews, and unboxing videos, driving traffic to your site. Partnerships and Collaborations: Partner with other brands or designers that complement your jewelry, such as fashion retailers or beauty brands, to cross-promote each other and reach new audiences. Referral Programs: Encourage your current customers to refer friends and family to your site by offering them incentives, such as discounts or free products, for each referral that leads to a purchase. Events and Pop-Ups: Participate in or host events, pop-up shops, and trade shows to increase brand exposure. Use these opportunities to direct visitors to your website for more information or to shop online.

And finally, let’s discuss Returning Customer Rate. Exceptional Customer Service: Provide outstanding customer service at every touchpoint. Quick, helpful responses to inquiries and issues can create a positive shopping experience, encouraging customers to return. Loyalty Programs: Implement a loyalty program that rewards customers for repeat purchases. Offer points, discounts, or exclusive perks that can be redeemed on future purchases to incentivize customers to keep coming back. Engaging Email Marketing: Keep in touch with your customers through regular, engaging email communication. Share new collections, exclusive offers, and valuable content related to jewelry care and styling tips to keep your brand top of mind. Exclusive Access or Previews: Give returning customers early access to new collections, special editions, or limited-time offers. This exclusivity can make customers feel valued and more likely to make repeat purchases. Surprise and Delight: Occasionally surprise your loyal customers with a small gift, a personal note, or a special discount in their order. Small gestures can make a big impact on customer loyalty.

So what do you think? Which areas of focus are important to you right now in increasing your E commerce sales? And again, go back to two ad so that you can figure that out? And which tactics are you hoping to try? I would love to hear your thoughts about that.

All right, let’s get into the goldmine. This is a segment of the podcast where I get personal and share insights on entrepreneurship, mindset success, growth in all things business. In this week’s GOLD MINE, I invite you to consider this: would you purchase your product if it were sold by another brand? It’s common knowledge that many jewelry designers and business owners embark on their ventures driven by a passion for the craft or a desire to fill a gap in the market with products that resonate on a personal level. So, naturally, one might assume that you’d be inclined to buy your own creations from someone else. But, is that truly the case? I urge you to reflect deeply and honestly on this matter. Imagine for a moment you’re not the creator behind your jewelry. As you scroll through social media and stumble upon your creations on, say, Instagram, would you feel compelled to engage with the post or explore the website further? Would the desire to purchase arise immediately, or would you think about your decision for some time? Similarly, if you encountered your jewelry at a store or event, showcased among other pieces, would it catch your interest enough to inquire more about it? What are your reasons either way? It’s important to acknowledge that not every designer or maker matches their ideal customer profile. Your passion might lie in crafting jewelry for a demographic distinctly different from yourself, and you happen to have a great understanding of your audience’s preferences despite not being part of that audience yourself. Though less common, this scenario is entirely plausible. The essence of this exercise is to confront any reservations or hesitations you might have about purchasing your own jewelry at retail price. What factors would tip the scales towards making a purchase, and what barriers might make you put your wallet away? Reflecting on this question can offer a clearer perspective on how others view your jewelry, shedding light on what might make someone hesitant or eager to buy. Also, this understanding can alleviate frustration during slower business periods or when marketing efforts seem to miss the mark, encouraging you to open your mind to innovate and explore new strategies. What do you think? Would you buy your own jewelry right away, if another person was making it? I know it’s a bit of an odd question, but I’d like you to use your imagination and try. Drop me a message via Instagram DM, leave a review on the podcast, or comment on our YouTube channel.

Did you have any questions about today’s episode? You can always email me Laryssa at laryssa@joyjoya.com. If you loved this podcast, please share it with a friend who’d appreciate it. And don’t forget to subscribe as well as leave a review on Apple Podcasts. If you’re completely new to digital marketing, then you’ll want to purchase and read a copy of my book JEWELRY MARKETING JOY. Visit joyjoya.com/book for more information.

Transcribed by https://otter.ai