Landing pages are a crucial element of inbound marketing strategies for jewelers. Jewelry store websites that have increased the number of landing pages from 10 to 15 see 55 percent growth in the total number of leads, so with this in mind, jewelers should reconsider their marketing strategy.
What we’ve noticed over our 20 years of experience in the jewelry industry is that one of the biggest challenges jewelers face is landing page optimization.
On average, a typical landing page converts anywhere between 1 percent and 3 percent. But the plethora of companies that are optimizing have landing pages that convert in the double digits.
The simple truth is that you don’t get it right the first time. Only after launching, testing, learning and optimizing can you improve your landing page conversion rate. To overcome such hurdles, we have put together a step-by-step guide to help jewelers optimize their landing pages for improved conversions.
Understanding campaign goals
You’d think the goal is obvious, but what we’ve found is that one of the biggest problems with most landing pages is they lack focus on one particular goal or Call To Action (CTA). Many landing pages have multiple offers which confuse users and make them lose sight of the conversion aspect of the landing page.
It’s key to create landing pages that focus on only one offer or solution -- such as a free eBook -- this way, your users don’t lose sight or get confused.
Using the right images
Content is important, but images help bring out the necessary emotions to make users take action. It’s important that all images used in the landing page, from the header image to those used within the page, are in sync with the content to make the messages stand out.
Employing CTAs that make users take action
CTAs are the most important element of a landing page, as they are the best way to get users to take action. It might seem like just a button, but everything about it matters to get users to take action.
Color — Ensure the CTA button contrasts in color to the background. We’ve found that usually orange, blue or green CTAs work best.
Size — Ensure the size of the button is not so small that users lose sight of it or so big that it scares them away. It should be the right size and sync with the layout.
Message — It’s the message that truly emphasizes the importance of the CTA. Try to instill a sense of urgency or need for the particular product/service to improve conversion rate.
Highlighting the value proposition
Let customers know the unique things you have to offer to get their attention. Value proposition should be something extraordinary they get by opting in for your service.
To frame the right value proposition for your product/service, you need to understand your target audience’s pain point and craft marketing messages stating how you can help them. For example, perhaps someone is in the market for an engagement ring but aren’t sure how much to spend. You can provide a guide that gives them insight into how much is typically spent on a ring along with a few additional tips. This builds trust and provides value while answering the potential customer’s main question.
Landing page optimization is indeed a tough task, as there’s no proven formula for getting it right. The above guide should give you a foundation to frame each element of the landing page, leading to improved conversion for your jewelry website.
If you still have questions about optimizing your landing pages, contact GemFind Digital Solutions today and get in touch with one of our digital marketing experts!
Contact GemFind to get started. 800-373-4373