Jewellery retailers need to appeal to consumers in the dynamic online retail industry by providing an exceptional online shopping experience and high-quality merchandise.
The jewellery market in the United Kingdom is anticipated to generate revenue of US$5.10bn in 2024, with over 30% of consumers expressing a preference for online shopping. Because of fierce rivalry, though, raising conversion rates can be difficult.
Jewellery brands need to make their offerings smooth, tailored, and interesting to draw in customers and turn browsers into buyers in this increasingly picky world. Using data-driven strategies, jewellery brands can increase user engagement and experience major growth in an increasingly digital landscape.
In this blog, we will examine how, with the correct approaches, UK-based online jewellery retailers can boost conversions and shine more brightly.
Understanding the Jewellery Market in the UK
The UK jewellery market is expected to grow dramatically, with online sales accounting for a significant share by 2025. As consumer behaviour shifts towards digital channels, demand for jewellery eCommerce has increased.
According to a recent report, nearly 30% of jewellery purchases in the UK are now made online, reflecting a growing preference for the convenience of shopping from home. Consumers are looking for unique and personalised pieces, as well as sustainable and ethical brands.
This shift in behaviour creates an enormous opportunity for online jewellery retailers to capitalise on these trends and cater to the changing preferences of UK shoppers.
Explore The Key Techniques To Boost Your Conversion In Jewellery Retail
Creating a User-Friendly Website
A well-designed and easy-to-use website is essential for retaining visitors and converting them into customers. According to one study, 38% of users will abandon a website if the content or layout is unappealing, so online jewellery retailers must prioritise website aesthetics and user experience (UX).
Nowadays, young customers prefer mobile shopping, which accounts for 60% of all purchases. To ensure that the end user has the best possible experience, jewellery retailers should use a mobile-friendly website.
Customers will be able to easily find the products they are looking for. Furthermore, the site should function properly across more than 125 different screen sizes. This will encourage more people to make purchases from the website.
High-Quality Visuals and Product Descriptions
High-quality photographs and comprehensive descriptions are crucial in the online jewellery industry. Having several product photos from different angles on your website can increase sales by up to 58%. Customers want to view every aspect of the jewellery item before making a purchase.
Superior quality photographs accentuate the intricacies, sheen, and brilliance of your jewellery, enabling potential buyers to visualise themselves possessing it. If you present your products from different perspectives, customers will be able to see the craftsmanship more clearly.
Ensuring and marinating a consistent image quality on your website, mobile app, and social media accounts is also essential. Incorporating comprehensive details about the materials, size, and maintenance guidelines with these photos boosts customer confidence and improves their shopping experience.
Setting a high priority for high-quality images not only brings out the real beauty of your collection but also presents your brand as reliable and polished.
User-Generated Content Campaigns
Use user-generated content (UGC) and customer reviews to connect with your target audience and improve brand credibility. Encourage customers to share photos and testimonials about your jewellery, resulting in a genuine connection with potential buyers, it’s also helpful for increasing engagement by 34%.
According to recent research, 92% of consumers prefer peer reviews to traditional advertising. To build trust, share user-generated content on social media, your website, and marketing materials.
Furthermore, 70% of consumers believe online reviews are as reliable as personal recommendations. As a result, it is critical to encourage customers to share their experiences by sending follow-up emails after the purchase and offering incentives for submitted testimonials.
By involving your customers in the storytelling process and using social proof, you can improve your brand’s relatability, engagement, and sales.
Offering Personalized Shopping Experiences
Personalised shopping experiences can significantly increase revenue for online jewellery stores. Tools such as self-design options, tailored communication, and personalised assistance can help to conduct this in a better manner.
Along with interacting with consumers on social media, brands can work with influencers to gain more recognition and credibility. A recent study found that 80% of consumers are more likely to purchase brands that provide personalised experiences. This is because a seamless, relatable experience fosters customer loyalty and increases sales.
Implementing Effective Marketing Strategies
Implementing SEO and content marketing effectively is the most valuable and trusted marketing strategy for any jewellery business. Both methods are crucial for driving traffic. Jewellery retailers prioritising SEO are 13 times more likely to see a positive ROI.
Therefore, it’s significant to create engaging content, like blogs on the latest trends in jewellery, which can increase organic traffic while keeping customers engaged.
Some essential SEO strategies are identifying and implementing jewellery SEO keywords to reach the right customer. Focusing these keywords on the website content, search intent, ads, and other relevant content can help improve brand visibility and reach.
Besides, optimising the on-page SEO, such as a targeted URL and page titles, can also help the jewellery business easily grow visibility and conversion. Creating valuable content can also help your jewellery business to rank and draw potential sales. Investing in a link-building activity can also be a beneficial strategy for the jewellery business as it can help build backlinks and boost your online presence.
Customer review is another factor that can help to boost your brand’s reputation and visibility. This strategy can be used to connect with your users and directly grow your brands. Hence, encouraging your customers to share their valuable reviews can greatly boost your brand’s visibility and sales.
Use of The Right Email Marketing Techniques
Apart from the SEO practice, using an effective email marketing strategy can be useful for boosting your Jewellery brand’s visibility. A few of the key strategies to boost your store visibility come with developing an engaging and interactive email. It will help you connect with the customer better and boost open and click-through rates that can boost higher sales.
Segmentation is another useful technique to boost your audience and ROI. This strategy is helpful for breaking down your email list into smaller, more manageable segments based on criteria like gender, age, location, purchase frequency, or specific preferences (e.g., fine jewellery vs. bridal pieces).
This approach will be helpful for conducting targeted marketing and reaching the right customers in an effective manner. A personalised email campaign can also be advantageous for the jewellery business as it can be used in the subject lines and content, considering the needs of the individual customers.
With the rise of mobile use, the need for mobile responsiveness is high. According to a recent analysis, 81% of emails are opened on mobile devices, so it’s crucial to ensure that your emails are mobile-friendly. Make sure all graphics, text, and call-to-action buttons are clear and functional on smaller screens.
Implementation of AR
The jewellery industry can greatly benefit from augmented reality (AR). This strategy makes increasing customer engagement and sales possible in large part. To help customers better understand the product, augmented reality (AR) can be integrated into mobile jewellery apps to provide virtual try-on options.
In the jewellery industry, augmented reality (AR) is best used to provide a realistic preview of the product. This helps establish customer confidence and encourages repeat purchases; studies say augmented reality (AR) increased the jewellery business’s conversion rate by 70%.
Jewellery retailers can also boost sales and conversion rates by improving their brand image. It significantly affects the decrease in product retuning problems as well. Customers are less likely to return the item because they can see the jewellery in its entirety.
Analysing Metric To Upgrade Performance
Your jewellery business can benefit from using the appropriate measurements by increasing total sales, brand performance, and visibility.
Effective tools like Google Analytics help retailers gain insight into their customers and their websites. Jewellery retailers should monitor their average session length, bounce rate, and cart abandonment rate to comprehend the key performance indicators.
Retailers can increase sales and reduce cart abandonment rates for their jewellery stores by getting to know their customers. By expediting the checkout process, you can provide your customers with more accurate measurements and value.
For instance, Elegant Jewels, a jewellery brand with headquarters in the UK, used Google Analytics to cut cart abandonment by 75% and boost conversion rates from 2% to 4%.
Provide Live Chat Support
Customer satisfaction is the major aspect of your jewellery customer. Therefore, to maximise it, using an effective strategy is the key necessity. Calling or emailing about the issues is the old technique to support the customer, which is time-consuming and in-effective.
Today’s customers prioritise instant support. Therefore, for ensuing effective support, using a live chat tool can be useful. This tool offers a seamless user experience for your end-users. It can consider the doubts and confusion of the customers and offer them instant support for their jewellery needs. Research shows that 73% of customers prefer live chat for quick inquiries.
This technique can reduce the problem of abandoned carts, dissatisfaction, and retuning of products. This customer support can ensure repeat purchases and delighted customers by guiding them towards the best experience.
Selecting the right live chat support tool can help retailers understand their customer’s issues in a better manner by analysing the image and video of the jewellery products to better understand their problems and solve them with excellence.
Besides, the live chat support tool needs to be mobile-optimised to connect with the customers in a better manner without any interruption. To make it possible, the retailer needs to be careful about the optimisation parts like the chat log should be properly aligned with the website theme and their is no issue of overlap.
Conclusion
Boosting your jewellery store’s conversion is not simple; you need to do this process in a systematic manner. Considering the right approach and strategy can be your saviour.
There are a lot of strategies, tools, and approaches available for your jewellery business. Selecting the right strategy can help to grow your brand’s visibility, conversion and sales.
Conducting this process can be time-consuming, confusing, and complex for jewellery retailers. Therefore, it’s important to connect with the right jewellery experts to elevate your brand to success. Streamline your jewelry stores growth with the right solutions and grow like never before.
