The first step in having effective conversion rate optimization is to understand your website’s goals.
From our perspective, the goal of any e-commerce platform is to optimize the entire website conversion funnel so visitors flow from one step to another without doubts, questions, or problems.
At the same time, we understand that the CRO techniques that work for any other e-commerce, are not applicable to selling luxury goods. A successful, high-converting e-commerce store representing luxurious brands requires unique, customized conversion techniques. Here are 5 proven CRO tips for growing luxury jewelry e-commerce websites:
- Answer all possible questions with a product visual
Think what a customer would pay attention to when they see a product in life. Probably they want to know how a product will look like being worn and how a diamond sparks on the light.
The Mejury not only shows the pieces being worn but also provides a gif image of how the product looks like in motion. https://player.vimeo.com/external/292729562.hd.mp4?s=8cb57dd9e4bddf530bb32e8055b32ce352bf68bc&profile_id=175
2. Make product descriptions emotionally impactful
Think about what a salesman in your offline store would say to a customer while selling a product. He would probably give recommendations on how to wear it, with which dress colours it would match and what ring size you should choose.
Ross-Simons, for example, provides not only detailed description but also gives recommendations about styling and size.
3. Keep it minimalistic
Bright colours, stock pictures, wrong fonts, popups and banners can disrupt the experience of feeling luxurious. Keep it simple and minimalistic. Choose fewer colours, avoid using cheap tactics, and allow more white space.
4. Make sure the mobile is as good as desktop
Probably your website has a higher conversion rate on desktops, but at least half of all visitors or more browse from mobile devices, and mobile conversion rate is way lower. It doesn’t mean you should stop optimizing for mobile and concentrate on the high-converted desktop users. You should optimize both.
Keep in mind that many people prefer to do research on the products and make decisions on buying using mobile devices, but making an expensive purchase from desktops or in offline shops due to money security concerns or usability reasons.
5. Take advantage from cross-selling
Implement a feature to your website that recommends products which will match together. For example, you can recommend a necklace to chosen earrings from the same set or a collection.
We wish you success in websites optimization and great conversion rate!