There is one aspect of online shopping that simply can’t complete with a brick-and-mortar setup. Consumers like to pick up, touch, and examine products in person before purchasing to make sure they are getting value for their money – it’s human nature. We have all been victim to an online purchase where what came in the mail was not what it appeared to be online, so it makes sense that it might be more challenging to sell high-value items. The good news is that a lot of the strategies that you use in a store setting can be translated into your website. With some creative placement, photography, and descriptive text, you will be able to put prospective customers at ease and increase web-based silver sales for everything from fine sterling silver products to silver keepsake items. You can also use these tools to help boost silver enamel jewelry items and other specialty pieces.
Visual Merchandising for Web-Based Sales
When you established your shop, you probably took some time to plot out where everything would go based on the first impressions made on the customers and how the flow of traffic would work within the store. Your online retail space should be set up with the same amount of care. You can use visual merchandising techniques on your website just as you would in a store, but in a different way. The goal is to create an engaging display that will help you to maximize your sales, attract new customers, and keep existing customers coming back for more. It all starts with knowing your customer and the type of person that visits your website. Once you identify your target market, it will be easier to create a display that will appeal to their interests and increase web-based silver sales.
Some questions that you need to ask yourself include:
- the age range and other demographic details about your target market
- the average income and spending range of your customer
- the things that attracted the person to your website in the first place
- the interests or hobbies that your target audience has in relation to what you sell
While some websites post questionnaires and take polls of customers to just ask for these details upfront, others take time to observe and gather data from sales and visitors through normal processing. Some websites are great for the direct approach of asking visitors for information, while others might make users feel a bit uncomfortable and get them to leave the page outright. You need to learn as much as you can about your niche marketing group just as you would with your brick-and-mortar store. When you think about it, you don’t stand at the front door and play 20 Questions with your shoppers at the store, so why would you try to do that to visitors who come to your website?
Create a Visually-Pleasing Experience
Take a look at your website and consider the colors, logo, and positioning of everything that you have to offer. If you have your silver enamel jewelry items on a page that is five clicks deep, you probably aren’t selling it very often. Certain items that you want to showcase and increase sales of, such as silver keepsake items or seasonal fine sterling silver products, should be front and center. Think about a window display or a showcase at the entrance or center of your store and how it increases customer awareness and interest. Your website needs to be arranged in the same manner. Think about colors, designs, and decorative graphics that will help to get customers to focus on your featured products to increase web-based silver sales.
You also need to remember to keep it simple. You don’t want to just put everything you have on the front page and hope that people scroll to the bottom to find what they want. Think about how successful retail stores have their menus and search functions setup and consider how you could apply some of those ideas to your format. Organization is essential. If customers are confused or can’t find what they want to buy, they will move on and find another retail website. Think about booths at a tradeshow or displays at a retail store and how they are carefully crafted to pull the customer’s attention to where they want it to be focused. Be creative and use the information that you have about your target demographic to your advantage. Choose popular items, trending ideas, and classic silver keepsake items to showcase to boost sales. Be careful to have a mix of fine sterling silver products that offer a range of price points and targeted buying options.
Fill Your Store With Quality Pieces
The best way to earn a solid reputation for selling quality products is to always sell quality products. Websites that sell poorly made items that break easily or are made from cheap materials will earn a negative reputation. Sure, they might sell a bunch of cheap jewelry at the beginning, but word of mouth is just as prevalent on the internet as it is in a local community. In some ways, recommendations, reviews, and social media posts get the word out positively and negatively even faster, thanks to today’s technology. If you would like to speak with one of our sales team members about our silver keepsake items and silver enamel jewelry items for your retail store, give us a call at 508-226-0080. You can also browse our online catalog and contact us through our website to speak with a representative.