Connect with us

Columns

You Really Can Tailor Web Offerings To Each Online Visitor

Consider both what they’re looking for and where they live, says Andrea Hill.

mm

Published

on

DOES YOUR WEBSITE actively engage your customers, responding to their cues and enticing them with increasingly relevant information? Or does it just … lie there?

Back in the late 1990s and early 2000s, a website was exciting if it was well-designed, graphically pleasing, and you could order something on it. Today’s Internet surfers expect much more. What’s that you say? You’re not an e-commerce company? You’re a brick-and-mortar retailer? As far as consumers are concerned, that’s not a meaningful distinction. If you want consumers to visit your store, you must impress them online first.

Video: Gene the Jeweler Talks About the Challenges of Family Life
Gene the Jeweler

Video: Gene the Jeweler Talks About the Challenges of Family Life

Video: Chicago Jeweler Calls on Mayor to Get Tough on Crime
Headlines

Video: Chicago Jeweler Calls on Mayor to Get Tough on Crime

Video: Gene the Jeweler Sees a Psychiatrist
Gene the Jeweler

Video: Gene the Jeweler Sees a Psychiatrist

But what does it mean to engage your customers online? That definition keeps changing as affordable new technologies arrive. If your website is based on any current open source platform (WordPress, Joomla, Magento) or website builder (Shopify, SquareSpace, Wix, Weebly), you have affordable options that weren’t available even two years ago. These tools can be added to your site without expensive redesign or updates. But if you don’t know these options exist, you won’t go looking for them. So let’s talk about a few things your website should be doing — things that motivate visitors in ways a static website cannot.

Picture this: A brand new prospect comes to your website through an organic link. She’s searching for a baby bracelet, and she’s landed on one of your product pages. But after a few minutes, the search has stalled. No page movement, no shopping cart, no more clicks … oh no, she’s leaving! What’s a website to do?

How about a small popup that says, “Hey! It looks like you’re looking for a gift. I can help!” The popup offers two options. The visitor can “Chat with a Real Person Now,” or they can “See More Gift Ideas.” By selecting one of these options, the website visitor takes one important step toward “yes” — a step she would not have taken if your website hadn’t actively engaged her.

Of course, if the visitor had landed on a bridal page, the initial popup would have mentioned something about looking for engagement rings. If she had landed on a custom design page, the message would be tailored to custom. Tailoring website engagement to each visitor is completely within your reach and your budget today.

Advertisement

Or what about this: You have three retail stores in three very different communities. But you have only one website (and that’s enough, amiright?). No problem! You already know about geo-targeting your advertising. But are you also geo-targeting your website visitors? Segment your visitors by location and offer them location-specific content. Not just pages dedicated to a specific location — that’s still thinking in a static way. Rather, dynamically direct your guests to products, product categories, and offers most popular in their area.

What are your tangible goals when a visitor comes to your website? The top three should be:

  1. Get an order
  2. Get an email address so you can market to them later, or
  3. Get them into your store

Actively engage your visitors, and significantly increase your chances of achieving at least one of those goals. It’s not as dimensional as a real-life interaction, but for the moment at least, it’s the next best thing to being there.

Andrea Hill is owner of Hill Management Group, with three brands serving the jewelry industry. Learn more at hill-management.com.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular