Laryssa Wirstiuk 0:00
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 #286.Today, let’s delve into the significance of your ecommerce site’s product detail page, especially concerning jewelry sales, and I’ll share some pointers to enhance its appeal. Every person holds certain perceptions of value, shaped by individual experiences. These perceptions encompass pricing, expected treatment, and the surrounding environment. Surprisingly, if customers feel they’re getting a good deal, they may overlook minor imperfections in the product. Imagine lusting after a luxurious clothing item or accessory slightly beyond your budget. When finally deciding to splurge, you have two options: Option A, you could walk into a high-end store, pay full price, and savor the entire experience—being treated as a valued customer, relishing the ambiance, and reveling in the feeling of indulgence. Option B, you might opt for a discounted or second-hand version, accepting compromises like less pristine packaging or a longer wait time. Or like maybe you’re at a sample sale and don’t even have a place to try things on or anyone to help you. In this case, your expectations are tempered by the knowledge of the deal you’re getting. However, in the former scenario, any deviation from your expectations—such as unhelpful sales staff or a messy store—can bug you, as you had anticipated a seamless experience. This irritation wouldn’t happen if you had already decided to compromise for a better price and came to the transaction with lower expectations. Most jewelry brands, regardless of price point, don’t sell bargain items; their products are considered discretionary purchases and should be presented accordingly. Customers, especially when buying jewelry at a stretch in terms of budget, anticipate a certain level of presentation, service, packaging, and quality. And a stretch in someone’s budget doesn’t even necessarily have to be fine jewelry. Even a $100 item could be a huge stretch and a treat. Their expectations play an integral role in the shopping experience, which should ideally be pleasant and enjoyable—unless, of course, you’re rummaging through cheap earrings at a garage sale. Unfortunately, many brands fail to replicate this experience online, missing the mark on what customers crave and what would entice them to make a purchase. So, even if you believe your product page is adequate, I encourage you to consider whether it truly aligns with your customers’ expectations. If you’re wondering why customers visit your site and don’t buy, it’s time to get real about your product presentation. Keep listening for the scoop.

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! You know that saying, “If you build it, they will come – and buy”? Well, that’s not a real saying, but for many jewelry business owners, especially those new to the market, there’s a misconception that simply setting up shop, akin to a lemonade stand on a corner, will attract floods of sales. However, the reality is quite different, especially in the vast expanse of the Internet. Even if you build it and they come, there’s no guarantee they’ll buy, especially if your product detail page fails to entice. If the experience they expect doesn’t match what they encounter on your website, they’re unlikely to make a purchase. Let me illustrate this with examples of two jewelry brands, one high-end and the other catering to lower price points. Tiffany.com exemplifies exceptional product detail pages. When I visited their homepage, they prominently showcased the Lock By Tiffany bracelet, presenting it like a piece of art through a captivating video. This presentation exudes seriousness, excitement, and pride, setting a high standard. Conversely, many jewelry ecommerce websites resemble someone casually tossing jewelry onto a messy table, asking, “So, are you going to buy this?” When you click into the product detail page for any one of the Tiffany Lock products, you get an experience that’s worth the price point. You understand the value and why it’s priced the way it is, even if it’s out of your budget. You don’t sit there wondering why the hell it’s so expensive. You either decide it’s for you, or you decide it’s not, but you still have appreciation for it.

As an example, I clicked on the Tiffany Lock Bangle in Yellow and White Gold with Half Pavé Diamonds, which is priced at $16,000. They show five different white-background product photos with the bracelet in different angles and closed/opened. They show it on a woman and a man as well as in a Tiffany box. There’s also a video that shows someone putting on the bracelet, which is not only educational but really shows the bracelet in motion and how well-constructed it is. The product description explains what it’s inspired by, the innovative features of it, how it’s meant to be worn, how it’s crafted and the materials, and it also gives step-by-step instructions of how to take it on and off. It also clearly lists all the specs and sizing. Further down the page, we get all the assurances, like complimentary shipping and returns, how it’s packaged in a blue box, responsible sourcing, size guide, how to see it in store. And then even more storytelling about what the Lock collection represents and behind the design. I’m not rushing out to buy the Lock bracelet, and I don’t even necessarily like it, but I feel like Tiffany has kind of earned it with this product page. I can see how anyone who buys this would have a great experience and feel taken care of. Even before going into a store to see it in person and try it on, they’d have a really great idea of how the product will be. The try-on would just be the icing on the cake. So if you don’t sell products in that price point, you’re probably wondering why it’s necessary to go that far into providing a great customer experience on the product page. No one needs to buy jewelry, the online jewelry space is competitive as all heck, and consumers have so many ways to shop. Returning stuff is a pain in the butt. When someone buys something online, they want to feel pretty comfortable that what they see is what they’re going to get – and that they’re making a good decision.

Let’s look at BaubleBar’s website. They sell much lower price points than Tiffany. This could be more of an impulse buy for a lot of consumers. I just clicked into a product detail page for a Custom Slide Bracelet, which is $48. The page makes it look like something I’d want to buy, and I don’t really like to buy fashion jewelry that often. It looks high end. There are closeups of the bracelet as well as a photo of the bracelet on a wrist stacked with other bracelets. Since you can choose the letters you want on your bracelet, it shows the various letters you can choose and how they look, it also shows the different fonts you can pick. The product description that it’s their number one style and what it features like an adjustable pull-tie closure. It also have the measurements, and the photos changes when you make different color and font selections. It explains how long it takes to ship and gives me a reminder than the custom pieces are final sale, which could influence my decision in buying it. Now, considering these diverse examples, what can we learn to improve our own product detail pages? Whether selling luxury items or affordable accessories, the key lies in captivating visuals, comprehensive descriptions, transparent policies, and aligning the online experience with customer expectations. After all, in the competitive online jewelry market, ensuring customers feel confident in their purchase decisions is paramount.

Let me share 5 important lessons that you can take to your own product detail pages: Invest in High-Quality Visuals: High-quality visuals are essential for showcasing your jewelry effectively. Invest in professional product photography or videography to capture your jewelry from various angles, highlighting its details, craftsmanship, and overall beauty. Ensure that images are well-lit, sharp, and accurately represent the colors and textures of the jewelry. Including close-up shots can help customers appreciate the intricacies of the pieces. Additionally, consider incorporating lifestyle images or videos to show how the jewelry looks when worn, helping customers visualize themselves wearing the pieces. Even if you can’t invest in a photoshoot right now, please at least have multiple photos! You can use images or video that you’re sharing on Instagram, just SOMETHING beyond the one white-background photo. Anything, please!! Provide Detailed Descriptions: Detailed product descriptions play a crucial role in educating customers about your jewelry. Describe each piece comprehensively, including information about materials used, design inspiration, craftsmanship techniques, and any unique features or benefits. Highlight the quality and durability of the materials, such as precious metals or gemstones, and explain any special care instructions. Providing detailed sizing information and measurements can also help customers make informed purchasing decisions, reducing the likelihood of returns due to size discrepancies. Try to make something unique about the product description, even if you’re reusing a version of it across many products. Transparent Policies and Information: Transparency is key to building trust with customers. Clearly communicate your shipping, returns, and customization policies on your product detail pages. Provide information about shipping costs, delivery times, and available shipping methods upfront. Clearly outline your return and exchange process, including any associated fees or conditions. If you offer customization options, such as engraving or resizing, explain the process, additional costs (if any), and any limitations. Being transparent about these policies helps manage customer expectations and reduces uncertainty, leading to a more positive shopping experience. Create an Engaging Experience: Make your product detail pages engaging and interactive to capture customers’ attention and keep them interested. Incorporate storytelling elements to convey the inspiration behind each jewelry piece, its design journey, or the brand’s heritage and values. Utilize videos to showcase the jewelry in motion, demonstrating its sparkle, movement, and versatility. Interactive features such as 360-degree product views or zoomable images allow customers to explore the jewelry in detail, enhancing their shopping experience. Including customer reviews or testimonials can also add social proof and credibility to your product pages, helping to build trust and confidence in your brand. Align with Customer Expectations: Understand your target audience’s preferences, tastes, and expectations, and tailor your product detail pages to resonate with them. Consider factors such as demographics, lifestyle, and purchasing motivations when designing your pages. Whether your customers are seeking luxury statement pieces or affordable everyday accessories, ensure that your product presentation and messaging align with their desires and aspirations. Pay attention to trends in the jewelry industry and consumer behavior to stay relevant and responsive to evolving preferences. By consistently delivering an experience that meets or exceeds customer expectations, you can foster loyalty and drive repeat business. So what do you think you could improve about product detail pages, and what’s been holding you back? Let me know in a comment on YouTube or DM me on Instagram. I’d love to chat about it!

Okay, let’s get into the GOLD MINE. Welcome to another edition of THE GOLD MINE – a segment where I get personal and share insights on entrepreneurship, mindset, success, growth, and all things business. THE GOLD MINE allows me to share topics and insights close to my heart. In this week’s GOLD MINE, Let’s continue the conversation about customer expectations regarding price points, which vary based on individual experiences. If you consistently encounter resistance to your jewelry’s price, don’t dismiss it Chances are, you personally have had similar reactions to pricing in other areas of life, whether it’s the cost of groceries or housing in your neighborhood. What seems expensive to one person may be an impulse buy for another. If you’re facing price objections, you have two options: 1) Adjust your pricing to appeal to customers or 2) Identify where your real target audience spends time and strategically engage with them in a way they’ll appreciate and see value in. Alternatively, you can work on enhancing the perceived value of your jewelry to justify its price point. Many jewelry ecommerce sites lack the finesse needed to convey the allure of their products; it’s like presenting an expensive piece of jewelry on a cluttered desk and expecting buyers to be convinced. Selling non-essential items is kind of like a seduction; you must make customers feel that purchasing from you will elevate their identity somehow, whether it’s in terms of trendiness, sophistication, or status. This requires creating an immersive shopping experience that resonates with their aspirations, whatever that may be – and it doesn’t always have to cost multiple thousands of dollars because again, everyone’s perceptions of price and value are completely different. Instead of dwelling on price objections, adopt a proactive approach to understanding your customers’ desires. Perhaps the Gen Z customer eyeing a $50 fashion ring craves convenience and connectivity, desiring a seamless experience where they can easily communicate with you through your product detail page. Conversely, the Gen X customer considering a milestone pendant seeks assurance that their purchase will feel special and meaningful, requiring more than just a single photo and generic description to make an informed decision. If you’re receiving feedback regarding price resistance, it’s essential to explore its origins. Is it a matter of misalignment between your pricing strategy and your target audience’s preferences? Do you need to broaden your outreach efforts to reach new customer segments? Or should you refine your product presentation to avoid skepticism about your pricing? By addressing these questions thoughtfully, you can refine your approach and better meet the expectations of your customers. So what are some price objections you get and from who? Where do you think that comes from? Could you be digging deeper to address the source of this problem? While it’s normal to get price objections every once in a while, even with the best audience targeting and product presentation, you shouldn’t be getting it often. Let me know! Reach out via Instagram DM or leave a comment on YouTube.

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