The Guide to Selling Engagement Rings with Digital Marketing
IIF YOU ARE LOOKING to sell more engagement rings in your online jewelry store, you are in luck! At GemFind, we’ve put together the ultimate guide to helping jewelry stores of all sizes sell more engagement rings online. By following these steps, not only will you significantly increase customer engagement, but your online jewelry store’s website will be as optimized as possible for even greater sales. Let’s get started!
Merchandising for your website
The very first step in selling more engagement rings online is to market your website well. It means focusing on quality rather than quantity. Remember that 90% of the users who come to your site are not yet ready to buy.
This means that you will want to target your merchandising and optimization efforts to attract and target customers who are in the “middle of the funnel” – that is, they have decided to buy a ring of gold. engagement, but they still do. their research on different types, prices, etc., or the “bottom of the funnel,” which means they’re ready to buy, but may need a bit more persuasion to see why your store is the best place to buy compared to your competition.
Create stand-alone landing pages
One of the best ways to sell more engagement rings is to use landing pages. Rather than sending traffic to your home page, where it’s easy for people to get lost or distracted, or sending it to a product page when they’re not ready to buy, Landing pages can be configured to address each step of the buyer’s journey. , using relevant keywords every step of the way.
It also means making sure that each of your pages is as finely tuned as possible when it comes to search engine optimization.
Consider that 93% of all online experiences start with a search. The # 1 organic mobile listing gets almost 28% of clicks. Google itself is the starting point for 94% of all searches. So it makes sense to tailor your landing pages to your visitors, but also to optimize them in such a way that Google can easily understand and rank them.
This means following these best practices for search engine optimization:
- Optimize each landing page for a keyword or phrase
- Include the keyword in the title of your page, for example “diamond engagement rings”
- Incorporate this keyword in your Title 1 (H1) tag
- Repeat the keyword in 1-2 Heading 2 (H2) tags and
- Use the keyword throughout the content in a way that reads and flows well.
- Rather than just populating them with “fluff” content designed specifically to rank in search engines, it’s best to think of your landing pages as stand-alone, high-value pages of your website – pages meant to guide. naturally the user towards the next stage of their journey.
Increase product visibility with rich extracts
Rich snippets are like the icing on Google’s optimization cake. Having a rich snippet in your search engine listing can increase your CTR (click-through rate) by 677% and generate 20-50% more traffic than products without them.
Rich snippets are added through something called schema markup. There are many types of diagrams that Google can read, which helps build their listings. These include:
- Product diagram
- Diagram of reviews and ratings
- Price scheme
- Product availability diagram
- Video diagram
By identifying the type (s) of schemas present on your page, it is even more likely that Google will include this information when ranking your pages.
Leveraging Paid Search Successfully
Paid search is a great way to sell more engagement rings online. Google ads can get you quality traffic, let you connect with users based on their search intent, target the top and middle of the funnel, and even use retargeting and similar audiences.
Google ads convert 50% better than organic results, giving businesses who use them an average 200% ROI when done right. In order to use paid search without wasting money unnecessarily, be sure to use all available extensions to increase your Quality Score and make sure that each keyword is associated with a separate campaign and page of dedicated destination.
Paid search is not something you can “set and forget”. You should always optimize and refine your audience targeting by adding negative keywords, so that you deter users who “just search” without intending to buy.
In addition to paid search, Google Shopping campaigns can promote even greater product visibility. It also opens the door to dynamic ads – retargeting ads on the Google Display Network. Interestingly, the Google Display Network reaches over 90% of all internet users around the world. Remarketing to users in this way also steadily increases your conversion rates over time.
Using an inbound marketing approach to nurture engagement ring buyers
As we know, the average buying cycle for an engagement ring is three and a half months. This means that most of the people you advertise to aren’t ready to buy right away. If you can create an inbound marketing funnel for engagement ring buyers and entice them earlier in their buyer’s journey, you can reach out to buyers before they start shopping with competitors. How do you ask? By offering a subscription service or even simpler, offer downloadable content such as an e-book in exchange for their subscription to your mailing list.
By offering downloadable content, anyone who downloads can eventually start receiving emails from you as they can opt to download. Once they have opted for your email list, you can create a very specific email sequence that helps them with their buying process. The ultimate goal would be to create different content for each stage of the buyer’s journey (awareness stage, reflection stage, decision stage).
By creating relevant content for engagement ring buyers, you are not only helping your customers, but you are building brand awareness through repetition. As long as the information is valuable to buyers, you will most likely have a very low churn rate and a high open rate (30-50% and above)
Selling More Engagement Rings Using Social Media
You might not think that social media users would be ready to shop for engagement rings, but social media is a great place for them to seek recommendations from friends and family. Plus, social media is a great opportunity to familiarize them with your brand and provide them with large and beautiful engagement ring images to help spark ideas.
The good news is, you can take advantage of this by creating a product feed from your website and then connecting it to Facebook and Instagram. From there, you can connect Instagram to Facebook and then apply to become an Instagram store. This allows you to make sure you cover all the social bases and attract users from various platforms to browse your engagement rings.
The Basics on Selling Engagement Rings Online
The best performing content focuses on inbound marketing. Engagement ring buyers have questions – create content that helps them. Create a blog and add high quality content to it often. Businesses that blog get 67% more leads than those that don’t, and up to 47% of buyers view 3-5 pieces of content before contacting a sales rep.
It’s a lot of independent decision making that relies on your best content to not only demonstrate why your jewelry store is the best option for buying an engagement ring online, but also that every page is as fully optimized as possible to sell it. Of course, there are many steps involved in preparing your pages, which is why it makes sense to contact an experienced company that specializes in working exclusively with jewelry stores and jewelry store websites.
Connect with us at GemFind today to learn more about our comprehensive marketing, advertising and design services and let us help you sell more engagement rings online!