New Product Launch: 5 Essential Steps for Uploading & Launching New product on your Website
If you’re a jewellery designer like me, who focuses not just on your craft but on commercial considerations too, you’re likely deep in the design process right now, possibly even coming out the other side. Launching a new collection in the Spring and early Summer is a great way to stimulate more sales once the sun comes out and your audience are feeling optimistic. So I hope you will make the most out of this timely opportunity.
Once you’ve finishing your designing, range planning and sampling, there is still so much to do before your collection is ready to launch though. You need to know how to upload a new product to make more sales. How to use SEO to get noticed online. And how to take images of jewellery to show how incredible it is. I hope this list helps you make the most out of the launch process.
1. Comprehensive Product Details
Before uploading a new product or collection to your website, it is essential that you gather all essential information. Not just the product product name and description, but the material details, dimensions, chain length and pricing. Ensure your written descriptions are clear but engaging, and optimised for search engines with terms and phrases your audience will actually be searching for.
Clearly state the price and separate colour or metal variations for a clearer shopping experience for your customer. Manage stock levels accurately to prevent overselling. If applicable, include information about customisation and simplify the options or variations so the choices are fool proof.
I wrote extensively on how to build strong product descriptions previously so check that out for more detail.
2 .Quality Images
Invest in professional photography, or invest in yourself by improving your skills behind the lens. showcasing your jewellery from multiple angles. Your images should reflect your brand but you should ensure you have some descriptive images of the piece from multiple angles, with good lighting and clean backgrounds. Upload images with a fairly high resolution but not so large that they slow down your website loading speed. If you’re unsure about your websites loading speed there are many tools to check this, including this one. Model shots are essential to give your audience an idea of scale and use lifestyle shots to further help customers envision the product in real life.
I wrote extensively on image essentials for selling online previously so check that out for more detail.
3. Don’t overlook SEO
Optimise your product page for search engines by using relevant keywords in titles and descriptions. Your product titles need to be on brand but more importantly they should be descriptive so they appear in relevant searches. This is a mistake I see so many brand making and it’s such an easy change. The ‘Rebecca Earrings’ won’t appear in half as many potential customer searches at the ‘9ct Yellow Gold Rebecca Statement Hoop Earrings’.
Use meta descriptions and alt text for images on every product page for extra SEO wins, you can read more about that in my website tweaks to make more sales blog.
4. Marketing the launch
Don’t just put your product out there, actually launch! Plan a marketing strategy and calendar ahead of the launch with monthly, weekly and daily tasks to create hype around the new product. Promote the launch ahead of time through email newsletters, social media teasers, and maybe even collaborations with influencers with price point allows. New launches should not be a surprise… Customers should be warmed up for it and ready to pre-order or buy.
Not sure how to create a marketing plan or execute it? Get in touch to find out about my one-off or long term support and mentoring where we can walk through the process together to ensure you get the most out of everything you do.
5. Test and Review
Before going live, thoroughly test the product page on various devices (desktop, tablet, mobile) to ensure everything is working how it should be. Check that all links work, images render correctly, and payment processes are seamless.
After the launch, monitor website traffic and sales data closely. Use analytics tools to assess performance, identify popular products, and understand customer behaviour. This review process will provide valuable insights for future launches and marketing strategies.
By following these steps and improving on past launches, you can upload a new jewellery collection to your website, which increases customer engagement and drives sales.
If you feel like it’s time to get support in your business or you have questions about this blog post, you can always book a FREE discovery call or get in touch. Plus you can follow me on Instagram for more regular jewellery industry & e-commerce insights & actionable advice.