Product Upload perfection: 10 Tips for Optimising Jewellery Listings on your E-commerce Website
Uploading product to your website can often be the most tedious part for an e-commerce jewellery brand especially when you’re solo. You’ve already designed and created the pieces, got images for them, priced and titled them, which is a long process in itself. This can mean that by the time it comes to uploading them you are spent and just want to get them live as quick as possible, optimisation be damned! But by slowing down and considering your product uploads they will perform better in the long run and mean more traffic and sales later down the line.
If you solely sell online, your product pages can be one of the only touch points your customers have to convince them to buy. If they are lacking in information or inspiration you could be losing sales. Using these points as a checklist you can begin to craft more effective product pages.
Flora Battachary Fine Jewellery shot by Rebecca Maddock
1. Use High-Quality Images
I have and still do speak regularly about the importance of product images in previous posts and in-person. Great images are one of the most important selling tools an e-commerce business has. Ensure that your jewellery product photos are of high quality but compressed file size so they do not slow down the load speed of your site. Use styling, lighting, models and props which add to your brand aesthetic. Show the products from multiple angles to showcase details and craftsmanship. If you need to know what images a jewellery brand needs to sell more online, check this out in far more detail in my previous blog post about the essential images needed to sell jewellery online.
2. Write Descriptive product Titles
Don’t just name your pieces, create clear and specific titles that include important keywords. Include details such as the type of jewellery, materials used, and unique features. Keep them as concise as possible without sacrificing important search terms. If you want to know how to write an attention grabbing headline title and how create valuable and consistent product titles I have covered that too.
3. Craft Engaging Product Descriptions
Writing product descriptions can be tough and time consuming but they are essential to ensuring a customer feels they understand your product enough to buy it, without ever having seen it in real life. Write compelling descriptions that highlight the benefits and unique aspects of the jewellery. Include information about materials, dimensions, and care if needed, while also telling the story behind the piece - the inspiration, the occasions it would be perfect for etc. Inspire feeling in the reader as well as providing the facts. If you want to know how to write a product description that sells jewellery, I have covered how creating product descriptions can build trust and make you more sales in a previous post.
4. Incorporate Relevant Keywords
Within all of the text on your listings, and your whole site too, you should be sprinkling keywords that will attract your ideal audience. If you don’t know what keywords to use on your jewellery website, research and integrate words and phrases that potential customers are likely to search for. Use these naturally in your titles, descriptions, page copy and tags to improve Search Engine Optimisation (SEO) and increase your likelyhood of being found online.
5. Use Clear Categories and Tags
Ensure your listings are correctly categorised and tagged - necklaces, earrings, rings, sterling silver, 9ct gold, vermeil etc. This helps with organisation and aids customers in finding products easily, increasing the ease with which customers move around your site and find what they are looking for. In my experience customers rarely shop by collection (unless they know your brand very well) so ensure they can find the product type they want easily.
6. Reduce varients
Although it can double the amount of uploads you need to do I always recommend separating products by metal colour, at the very least. Compressing products into one listing may mean viewers never even know you also have an option for gold, if gold is what they are looking for, you may have lost a sale. Having metal specific keywords in each listing broadens your SEO and shows potential customers all of the options they can choose from at a glance on your product collection pages. If this feels like a lot of extra work, use the spreadsheet upload option to create the bones of your listings rather than creating them individually.
7. Offer Shipping Options
Provide clear and transparent shipping information within your product descriptions, including dispatch info so your customers can rest assured they know exactly when and how your pieces are dispatched. Offer multiple shipping options if possible, including lower priced options, faster more expensive delivery methods for last minute gift purchases, collection if you have a studio, and consider free shipping thresholds to entice more customers.
Considered Jewellery shot by Rebecca Maddock
8. Encourage Customer Reviews
Customer reviews enhance trust and credibility. Encourage satisfied customers to leave feedback and review for each piece they buy, display these reviews on the product pages and respond to them, if you can, to build trust and engagement with potential buyers.
9. Utilise Social Proof
In addition to reviews, consider showcasing customer testimonials or user-generated content on your listing page. Request to use tagged images from Instagram of customers wearing your pieces to highlight how others have styled or worn your pieces to create a sense of community, increase appeal and build trust.
10. Regularly Update your Listings
Keep your listings optimised by regularly updating them with new images, revised descriptions, or new product variations. This not only helps with SEO but also shows customers that your shop is active, engaging and improving over time. This goes for your whole site too, the less you edit and change your site the lower Google ranks it, you do not want to seem like an obsolete site to the algorithm!
Implementing these tips can significantly enhance the visibility and attractiveness of your jewellery listings, ultimately leading to increased sales on your e-commerce website. If you want to know more about what you can be doing site-wide to improve your SEO you can check out my blog about website tweaks to make you more 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.
