1. Website performance and functionality
Besides being quick to load, your site must be easy to use and understand. Pages should be found easily with simple menus.
2. Detailed pages
Display as much detail as possible in a standardized fashion:
Type of metal,
History of the jewellery piece, etc.
Your visual content is extremely important. We recommend that you display 3 to 5 images of each piece including one with a model wearing the piece or one staged in a decor. Images are your best selling point.
3. Pricing and purchasing flexibility
If your site offers online shopping, prices must be clearly indicated. If not, your prices must be made readily available (e.g. with a "Contact us for prices" button/link that automatically sends out a form).
4. Checkout process
Paying must be a simple and secure process so that your customers feel confident (e.g. Paypal).
5. Shipping and returns
Consider including the shipping costs in the price of the product (namely in Canada and US). Customers do not appreciate having to pay additional fees once they have made a purchase. The return policy must be explicit and clear. Offering a return option to your customers shows that you have confidence in the quality of your product. Do not forget to indicate whether they will get a refund or credit.
6. Customer service
You must be easy to contact and should always answer quickly. Help your customers browse smoothly on your site. Offer a similar or popular article at the end of a product fact sheet.
You should consider partnering with sites such as Etsy, Amazon and Net-à-porter to name a few. These platforms can also contribute to generating traffic on your own website.