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Digital Corner: Learn Basic Website Analytics for Jewelers

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In a previous article, we discussed 5 Free Tools From Google To Further Your Marketing. Google Analytics is quite possibly the most important tool in that list.

Last time, we briefly talked about the new Analytics Intelligence feature that helps you get answers about your website just by typing questions into Google Analytics. Today, we’ll go a bit further and discuss the benefits of the basics that you need to know to start using Google Analytics in a way that is helpful for your jewelry store business.

Website Pageviews

Your most viewed pages tell you what people see most when they come to your site. You can view the Pages report in Google Analytics by going to Behavior > Site Content > All Pages.

What’s Typical. On most jewelry websites, the homepage is the most viewed page. Google Analytics indicates the homepage with a forward slash symbol (/). While this is typical, and also an OK thing, your other pages are often more valuable. When people are searching for specific products like engagement rings or watches, it is better for them to arrive on a page that relates to what they are looking for.

What To Do. Watch for increases in traffic on pages that are specific to areas that you are trying to promote. This may indicate the success of your marketing efforts.

Traffic Source and Medium

The Source/Medium report in Google Analytics is where you can see where visitors are coming from. This helps you to know how much traffic you’re getting to your website from places like Google, Facebook and email campaigns.

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“Source” usually refers to the company or property that sent the traffic to your site. You’ll see words like “Facebook” and “Google” here. The “Medium” refers to the type of platform the traffic came from. You’ll see words like “organic,” “cpc” (cost per click) and “email” here.

You can view the report by going to Acquisition > All Traffic > Source/Medium.

What’s Typical. For most jewelers, the top source/medium is usually “google/organic” and “(direct)/(none).” The former refers to non-paid traffic that you get from Google. SEO can help to increase this traffic. The latter can either be visitors who directly type in your website or visitors that Google Analytics doesn’t know the actual source/medium of.

What To Do. Watch for traffic from paid advertising sources. Although this traffic is typically much smaller, it is usually more valuable. This is because you control the message in your paid advertising. You can prepare visitor expectations and direct traffic to the appropriate pages.

Keep in mind that traffic from social media sites like Facebook is usually low, even if you pay for advertising there. Usually, people are on social media to spend time on social media. They are less likely to click links that take them away from it. In general, it’s better to use social media for brand awareness.

Combining Pageviews and Source/Medium

If you want a little more detail about your reports, you can see your pages broken out by source/medium or vise versa by using the “secondary dimension” button. Just click the button and select from the options available.

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If you are on the Pages report, you can select “source/medium” under “secondary dimension.” Now, for example, you can see how many visitors to your homepage came from your Google ads.

Moving Forward

Truly learning Google Analytics feels like an endless pursuit. It’s no wonder that Google offers a certification for it even though it’s a free tool that’s available to anyone. This, however, is a great start for any jeweler who is curious about looking at and understanding their own website traffic data.

Remember to keep any special promotions or website issues in mind when looking at these numbers. Sometimes things can look different from what you would normally expect for a very understandable reason that requires information that Google Analytics can’t give you.

Charles Pobee-Mensah is the director of digital marketing for Fruchtman Marketing. Contact suits@fruchtman.com.

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2019 Big Survey: 10 Times When Jewelry Store Employees Left the Job in Dramatic Fashion

Results of the 2019 Big Survey have been rolling in. Here’s a sample.

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WE ASKED SURVEY respondents to share the most epic ways they’d seen someone quit or be fired. Dealing with employees on their way out can be touchy. Sometimes these unfortunate encounters even culminate in award-winning dramatic performances. Read on for the most memorable ways employees have parted ways with jewelry stores:

Top 10 Countdown

The award for best dramatic performance goes to the employees who:

10. Screamed at the top of their lungs, “I QUIT”

9. Showed up in pajamas, had a breakdown, then quit and walked out.

8. Threw rings at the boss while asking for a raise, then quit.

7. Threw a crystal piece through a showcase shelf.

6. Hit the jeweler in the head with a bag of bananas.

5. Threw his key at me.

4. Came in wielding a pipe wrench screaming that we were liars.

3. Ran out of the shop, arms raised in the air, saying “he’s trying to kill me.”

2. Got drunk at a charity event we were sponsoring, hit on one of the ladies and pulled her skirt up. Police were called.

And the No. 1 best dramatic performance goes to:

1. The employee who hired a marching band to quit.

The 2019 Big Survey was conducted in September and October and attracted responses from more than 800 North American jewelers. Look out for all the results in the November issue of INSTORE.

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Wow Your Customers with This Video Messaging App

Jewelers can make online experiences feel a lot more like in-person experiences.

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DO YOU REMEMBER the last time a business did something unexpected for you? Something you truly appreciated? Of course, you do. Those are the moments that imprint themselves on our memories. For me, it was with a video messaging app called Bonjoro.

My Wow Moment

When I signed up for their free trial, I expected to get a video message from them. That’s what they do. And they told me I would. What I didn’t expect was to get a video answer about a tech issue I was having minutes after I emailed them about it. That blew me away.

In the jewelry industry, we pride ourselves on our in-store service and fret about our online marketing. Gone are the glory days with greater foot traffic. Now everyone wants to kick the tires online before they commit to coming in. But what if you could bring your amazing customer service to customers before they ever stepped foot in the store?

Bonjoro to the Rescue

That’s exactly what Bonjoro allows you to do. Bonjoro is an easy to use video to email messaging app for businesses. They make recording and emailing a personalized video to customers almost effortless. And you can even send these videos when they’ll have the biggest impact, like right after they fill out a contact form on your site.

Imagine a prospective customer visits your site. They fill out a contact form with some details about the type of engagement ring they’re looking for. After they press submit, someone on your sales team gets a notification. Once they have a free minute, they pull out their phone and record and send a video in less time than it would take them to respond to the email.

“Hi, Jim! I know exactly the style that you’re looking for, and we have some great options for you. You can see a few of them in the case behind me, but I have a few more that I’d like to pull out and show you. You mentioned that you have a lunch break at noon. Why don’t you stop by tomorrow, and I’ll have them all ready for you? In the meantime, there’s a link to our website’s engagement ring gallery in this window. If you see anything else you like, you can write me a quick message, and I’ll be sure to add it. See you soon!”

An Experience Like No Other

This is an experience most jewelers aren’t going to offer. The enthusiasm and confidence communicated in a video are hard to match in an email response. And the customer has likely never received a response like this from a jewelry store. Just the thought that someone took the time to personally address them with a video will make them more likely to stop in. Plus, they already feel like they know you.

Almost Face-to-Face

Bonjoro is a way to send quick, personalized videos to customers. They’re meant to be mixed into the daily routine and workflow of your sales team. This isn’t the time for high-quality video production or perfect angles. This is much more personal and organic than that.

People online aren’t used to being addressed personally by video. It gives them a personal touch that usually only happens in the store. When you use Bonjoro, the most important thing is to press the record button and talk to the customer like they’re right there in front of you. What a wonderful way to wow your customers!

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Commentary: The Business

Customer Fired for Cause

Her phone manners left something to be desired.

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Laurelle Giesbrecht of French’s Jewellery says her daughter Heidi, now 15, is not afraid to answer the phone despite what happened and calls it “a learning experience.”

WHILE VISITING A great friend and store owner, Laurelle Giesbrecht of French’s Jewellery in Alberta, Canada, we were commiserating over coffee. I have always loved hearing her stories about community involvement or win/win sales interactions. This time, she had a real doozy.

A customer had recently purchased a $300 ring for her daughter and had sent her back to the store for a free sizing. The young girl had decided it was not going to be on her third finger but the much larger first. That meant the ring needed to be sized from 5 to 10. For this, there would be a charge. The girl left the ring.

Laurelle’s daughter, Heidi, was answering phones as her mom finished closing the store. It was the last call before locking up. Heidi asked how she could re-direct the caller and then, holding the phone to her chest, asked her mom if she wanted to take the call. Mom assured her she was doing fine. It brought a smile to her face when she heard her daughter tell the caller that she would pass the message along to their HR manager.

But later at home, the true story emerged. The call had been from the original purchaser of the size 5 ring, and using a long string of vulgarities, she had demanded a full refund. The next day, typically affable Laurelle left a message requesting a return call. When the return call came, Laurelle informed the customer that the swearing she had done over the phone had been directed at her 13-year-old daughter. She added that she would not allow that treatment of any of her staff. After informing the customer that she would process a full refund, she asked for her mailing address so she could mail it. Laurelle calmly informed the customer that she was not to come back to her store.

But the story was not over. The customer ignored the request to not return to the store and instead brought a beautiful bouquet of flowers with a neatly written card. She wanted to personally deliver them to the 13-year-old child who had listened so intently to her vulgar language. This customer knew that the depth of her apology could only be appreciated by a face-to-face meeting between an embarrassed adult and precocious child!

If there are lessons here, they are written between the lines.

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