If you’re thinking of making your website e-commerce enabled -- or, you already have an online shop but haven’t been able to capitalize on it -- Jewelers of America’s David Peters says you should consider the real reasons consumers buy online. As it turns out, their motivation to buy in cyberspace is very similar to what makes them buy in your store. The experience should be virtually (pun intended) the same.
Peters says customers will buy from your site, if you provide:
- Ease of Ordering: The more barriers you put between the customer and the purchase, the less likely they are to make it. For example, you may want everyone who buys from your site to be a registered user, but if that’s the difference between someone buying or moving along, you need to reconsider this policy.
- Product Selection: This is not only important in terms of style and personal taste, but also price range. Give customers options.
- Product Information: Without the ability to touch and feel the product, you need to be sure that all the relevant product information is at their fingertips.
- Extra Tip: Consider adding multiple images of your product from different angles. Allowing visitors to open a full-screen or larger image of your product thumbnails is helpful in closing the purchase online as well.
- Effective Website Navigation and Design: Your product should be organized in a manner that is intuitive for easy navigation. The design should reflect your brand and store.
Take The Tip:
Looking to build an effective website? Take advantage of Jewelers of America’s incredible member discount on websites developed by Ideal Diamond Solutions.
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