Spooky Jewelry Ecommerce Mistakes and Fixes for Holiday Success
Episode #311 - "Spooky Jewelry Ecommerce Mistakes and Fixes for Holiday Success"
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Welcome to Episode #311. With Halloween on the horizon, I'm having a little fun today! As the autumn leaves whisper secrets and spooky season approaches with its enchanting allure, the line between the ordinary and the magical begins to blur. I'm venturing into the shadows of the digital realm to uncover the "scary" mistakes that might be haunting your ecommerce product pages.
But don't clutch your pearls too tightly! While we'll shine a light on these spooky specters lurking in your online store, we're also arming you with the charms and spells—practical solutions, that is—to banish them for good.
And before the night is over, I've got a special treat brewing in my cauldron! Stay tuned for our GOLD MINE segment at the end, where I'll reveal how carving out just 15-30 minutes a day—even amidst the holiday hustle—can set you up for enchanting success in 2025. You'll learn how to harness your current momentum to tackle those lingering tasks and start the new year ahead of the game!
So light a cozy candle, wrap yourself in your favorite blanket, and join me as we transform these frights into delights just in time for the holiday sparkle season!
Transcript
Ready to break free from algorithms, vanity metrics, PR, and money-sucking ads? My name is Laryssa Wirstiuk, and I've learned in eight 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 solopreneurs as well as multi-million dollar companies.
And now I'm sharing the same systems and tactics with you. Here's to standing out in the sea of sparkle.
Welcome to episode 311. With Halloween on the horizon, I'm having a little fun today! As the autumn leaves whisper secrets and spooky season approaches with its enchanting allure, the line between the ordinary and the magical begins to blur. I'm venturing into the shadows of the digital realm to uncover the "scary" mistakes that might be haunting your e-commerce product pages, but don't clutch your pearls too tightly!
While I'll be shining a light on these spooky specters lurking in your online store, I'm also arming you with charms and spells—practical solutions, that is—to banish them for good. And before the night is over, I've got a special treat brewing in my cauldron. Stay tuned for the Gold Mine segment at the end, where I'll reveal how carving out just 15 to 30 minutes a day, even amidst the holiday hustle, can set you up for enchanting success in 2025. You'll learn how to harness your current momentum to tackle those lingering tasks and start the new year ahead of the game.
So light a cozy candle, wrap yourself in your favorite blanket, and join me as we transform these frights into delights just in time for the Holiday Sparkle season!
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 to subscribe and leave a rating and review on Apple Podcasts.
Also, if you didn't know, I co-host another podcast called Success with Jewelry with my friend Liz Kantner, who's also a jewelry marketer and the founder of Stay Gold Collective. We have a free version available everywhere you listen to podcasts, as well as on YouTube. We also have a membership community with extended episodes and additional resources.
And if you want even more content, I actually just launched another YouTube channel! If you search for Joy Joya on YouTube, you’ll find my channel dedicated specifically to jewelry marketing how-tos: short, sweet, and actionable. The video that's up there right now is all about email marketing basics for jewelry brands, so again, search Joy Joya on YouTube to like and subscribe.
For my sparklers out there who are small jewelry business owners, I want to tell you about a jewelry marketing platform built just for you. Joy Joya is an affordable marketing solution for small and emerging jewelry brands. It's full of one-of-a-kind tools like our Kickoff Checklist and Audience Building Quiz, which give you clear strategic steps to reach customers and grow your brand.
Our jewelry-specific content calendars keep you accountable and ensure you never run out of things to post. Joy Joya’s ever-growing library of email and social templates are shortcuts that save time, look professional, and get results. We actually just had October's Live Masterclass on Friday, and it was all about boosting your email marketing open and click-through rates. It was a great opportunity to be with me live, hear my special tips, and ask me questions in real-time.
Plus, you get the support of an exclusive online community of jewelry creators just like you! Joy Joya is an affordable solution to take control of your jewelry brand's future, and I'm proud to be your guide along the way. If you're ready to start growing your jewelry brand, sign up for your free 30-day trial. Visit the Joy Joya e-commerce trial link in the show notes as well.
Okay, let’s get into today’s episode. My sparklers, gather ‘round the campfire, won’t you? The night is dark, the stars are twinkling, and I’ve got a tale that’s equal parts spooky and sparkly. Imagine, if you will, a world where perfectly good jewelry websites are haunted by unseen forces, scary mistakes lurking in the shadows of their product pages. But fear not!
Tonight, we’re going to shine a light on these ghastly gaffes and turn them into glittering opportunities. So grab your favorite cozy blanket and a cup of something warm because it is story time, my friends. Let’s talk about those scary e-commerce product page mistakes that might be haunting your business, and learn how to banish them before the holiday rush.
So, are you ready to face the frights? Let’s dive in! These are the scary mistakes haunting your product pages. But don’t worry—it won’t be too terrifying. I’ll also share how you can exorcize your e-commerce demons.
Number One: Hauntingly Poor Product Images.
Imagine that a customer comes to your website enchanted by the allure of your jewelry. They click on your product page with anticipation bubbling like a witch’s brew, but alas! They’re met with images as pixelated as a ghost in a foggy graveyard, especially when they try to zoom in on the details.
They want to see the close-ups. They’re expecting to be dazzled visually—to see the glint of a gemstone or the intricate details of your piece. But some product pages are haunted by bad, low-resolution photos and a lack of multiple angles or photos of the product on a model. This leaves your treasures shrouded in mystery.
Don’t let your sparkling creations become lost souls in the abyss of poor photos! Invest in high-res photography so your jewelry can sparkle like the stars. If you can’t do this right now because it’s a busy time of year, make it your number one priority in 2025. Think about consistency in your backgrounds, offer multiple angles, and close-ups, allowing customers to explore every facet as if they’re holding the treasures in their hands. Model photos are key too—even though I know it’s a pain to schedule shoots, showing the product on a body can make all the difference and truly enchant your visitors.
Next Up: Ghostly Product Descriptions.
Let’s tiptoe into the eerie silence of these ghostly product descriptions. Your customer is gazing at a beautiful bracelet, but the description is as empty as a phantom’s whisper. Vague or missing details leave your customers wandering in the dark. They might see something on the screen, but they need context to fully understand what they’re looking at.
Without the magic of storytelling, your jewelry remains a silent specter, unseen and unappreciated. A captivating description is like a spell—it should enchant, inform, and beckon customers to take your piece into their world. So, wield your storytelling wand and bring your products to life! Weave tales that transport your customers into the very essence of your creations.
Describe the lustrous glow of a pearl or the fiery brilliance of a ruby. Include all the vital details like materials, dimensions, and care instructions so there’s no mystery. Infuse your descriptions with personality and clarity to guide visitors on their journey to becoming confident customers.
Up Next: An Eerie Lack of Trust Signals.
As we journey deeper into this haunted tale, we stumble upon the chilling absence of trust signals. No friendly reviews echo through your halls. No customer service policies shine like protective talismans. It’s as if your website is an abandoned spooky mansion, raising goosebumps of doubt on the skin of your visitors.
Customers may even begin to wonder—is this a trick or a treat? Showcase glowing customer reviews and testimonials that twinkle like friendly fireflies to reassure new visitors of your credibility. Display any trust badges or security badges prominently. Make your return policies and customer service options as clear as a crystal ball, so shoppers feel secure and valued.
By building these beacons of trust, you transform your site from an eerie unknown into a welcoming haven where customers can explore with confidence.
Now for: The Curse of Non-Responsive Design.
Beware! In this age where mobile devices are constant companions, a website that doesn’t adapt is like a castle sealed by ancient magic—impenetrable and forsaken. If pages aren’t displaying correctly on smaller screens, they become a maze of frustration, and visitors will flee like bats at dawn.
If your navigation menus don’t translate to mobile, people won’t have the patience for it. So, break the curse! Embrace responsive design to ensure your site is welcoming and accessible on any device. Test your site on various devices to make sure images remain sharp, text stays legible, and navigation is as smooth as a magic carpet ride.
Finally: The Shadowy Realm of Unreadable Content.
This lurking menace hides in plain sight. Imagine your customer navigating your website, eager to find the perfect piece of jewelry for the holidays, but the text blends into the background like invisible ink. Vital elements, like the "add to cart" buttons, are camouflaged.
It’s not just about the words on the page—it’s every interactive element that guides your customers. A lack of contrast is a common issue I see when auditing websites. It turns your site into a dimly lit labyrinth, and shoppers will struggle to find their way. Make sure your "add to cart" buttons, dropdown menus, and prices stand out like signposts in the night.
Break the spell of unreadable content! Not only is it good practice, but it’s also an accessibility issue. You want to make your site easy to access for everyone, no matter their ability.
What do you think? Have you discovered any scary mistakes lurking on
on your own product pages? Let me know in a comment on YouTube or DM me on Instagram what you think. I’d love to answer any questions you may have!
All right, let’s get into the Gold Mine. This is the segment of the podcast where I get personal and share insights on entrepreneurship, mindset, success, growth, and all things business. This week, I want to talk about how you can actually leverage the busy holiday season to gain momentum in other areas of your business.
I know you’re probably already deep in holiday marketing campaigns, reaching out to customers, maybe even releasing gift guides and running promotions. You’re going to think I’m crazy when I say this, but hear me out: now is actually the perfect time to tackle the tasks you’ve been putting off all year. Yes, right now—during this busy time! Because the year has flown by, and those tasks are still not done. I want you to carve out just 15 or 30 minutes a day to focus on something you’ve been avoiding, whether that’s cleaning up your email list, switching to a new email platform, researching a new social media strategy, or finally planning that photoshoot you’ve been meaning to schedule.
I promise you, this momentum you're building during this busy time of year can push you to do just a little bit more—just that one little thing you’ve been avoiding all year long. Then, after the holidays, when you’re in post-season nesting mode, you’ll be glad you got it done.
Yes, it might feel like even more work right now, but once we hit the full-on holiday season, those tasks that have been on the backburner for nearly 11 months will still be there. After the holidays, you deserve to rest, to not think about those things, and to feel satisfied that you’ve gotten them done.
Take action now and avoid starting the new year feeling overwhelmed, wondering, “Where did 2024 go?” and “Why didn’t I chip away at those lingering to-dos?” You don’t want to carry them into the new year with you. Think about the big picture: imagine sitting down on the first workday of 2025 already knowing you’ve laid the foundation for success. Even small steps now will pay off later. Whether it’s improving your website, organizing your inventory, updating product descriptions, or setting up automations, the effort you put in today will make your next year smoother and more productive.
You’re already in the thick of things. What’s an extra 15 minutes? I’m doing it too! I’m right there with you, my sparklers. We’re in our busiest season right now, and I can barely speak—you’ve heard me trip over my words a few times in this episode. Our whole team is all hands on deck, but I’m still chipping away at launching a new website, refreshing all my sales materials, improving internal processes, and prospecting for new clients.
Even though I know many of those people I’m prospecting won’t be making any big marketing decisions until the new year, if I’m not out there building momentum and planting those seeds now, the holiday rush will end, and I’ll be sitting on my couch watching Hallmark Christmas movies, scrambling for momentum.
And the same goes for your jewelry business. The work you do today sets the tone for what happens after the holiday hustle. Here’s a little extra motivation—and I’m saying this for myself, too: start with just one thing. Maybe it’s not a full photoshoot, but maybe you can update some product shots. Maybe it’s not a website overhaul, but you can optimize your top product pages using the tips from this spooky episode. Every little bit counts.
And this isn’t just about ticking off to-dos; it’s about giving yourself peace of mind. You’ll enjoy the holiday season more knowing you’ve laid the groundwork for a smooth transition into the new year. Remember, the hustle doesn’t have to be chaotic. I don’t even want to use the word “hustle” here. Let’s talk about momentum with intention. With a bit of time management, you can balance the holiday madness with future planning, and your January self will give you a big hug.
So, what about you? Does this sound totally crazy? Do I need to chill out, or does it sound manageable? Does it sound like you’re investing in your future self? Let me know in an Instagram DM or YouTube comment—I’d love to hear your thoughts.
If you want to reach out, you can always email me—though I’m like delirious right now, you guys—it’s a crazy time of year! I’m Laryssa, and you can email me at laryssa@joyjoya.com. And if you love this podcast, why not share it with a friend who’d appreciate it? Don’t forget to subscribe and leave a review on Apple Podcasts.
Also, don’t forget to check out my other new YouTube channel called Joy Joya. If you're completely new to digital marketing, you’ll want to read my book, Jewelry Marketing Joy. Visit joyjoya.com/book for more information.