Build A Successful Online Presence That Attracts Consistent Sales Through Your Website

In this article, get eight tips to help you train your customers to buy from you online and recession-proof your business.

Authored by Tracy Matthews

Last edited: 1/24/2020
Jeweler holding tablet computer

Are you struggling to get consistent sales on your website? You probably know by now that you need to have an online presence, but are you taking it seriously? Gone are the days of just slapping together any old website and expecting people to just show up.

If you want to stay relevant as a jewelry designer or maker in the current climate of the industry, you need to have a branded website with a consistent list building, traffic driving, and sales strategy.

Here's why:

  • Selling to stores is competitive. With an increase in specialty store and boutique closures, it's more challenging to secure shelf space.
  • Craft and Art shows are exhausting and rely on weather and foot traffic. If a show is slow, so is your ability to capture sales.
  • Etsy and Amazon are great secondary sources of revenue. However, with consistent algorithm changes and an inability to communicate or email with your customers post-purchase, you basically build your entire business on a 3rd party platform, which is dangerous.

I'm not suggesting that you ditch your wholesale accounts, stop all Etsy or Amazon Handmade stores, or cancel your art and craft shows.

What I am saying is that IF you want to recession-proof your business, the best way to do that is to create a virtual sales channel that doesn't rely on a store or event to keep revenue coming into your business.

You might be thinking, "I've tried, but selling online doesn't work for me for X, Y, or Z reasons!" In this series called: Online Marketing and E-Commerce Mastery, I'll be writing several articles designed to help you train your customers to buy from you online.

You'll read stories of transformation from several Rio Grande's RioPro customers who have made simple changes that helped them overcome crazy situations and build solid six-figure revenue streams (or more) that made a huge impact.

When you have a successful website that drives sales, you'll recession-proof your business and create a viable and reliable virtual sales channel that brings in consistent sales over time.

The strategies I am sharing with you can be adapted to any type of jewelry company, whether you sell fine, demi-fine or costume jewelry.

You'll see lasting benefits when you adopt a direct to consumer e-commerce or online sales strategy, including:

  • Higher profit margins per unit
  • Better conversion rates online
  • Repeat sales from your existing customer and fan base
  • Control over your sales volume

When you're developing and growing an online sales strategy, you need to take a 360° view of the entire process and use the best tools for growth. Over the course of the series, I'll be going into the key areas you'll need to focus on, including…

1. The Best Website Platform for E-Commerce

Jeweler working on a laptop in his studio

After mentoring thousands of jewelry brands and working 1:1 with many on their digital marketing strategy, it's become clear that using the right tools makes all the difference when it comes to successfully selling jewelry online.

The first and most important tool is your website platform. It's no longer good enough to throw up arandon GoDaddy, Wix or Joomla site. You need a tool that's robust and will grow with you for the long haul.

In most cases, Shopify is hands down the BEST e-commerce platform. It wins because of the robust templates and e-commerce features. You can start with an affordable package and upgrade once your business online grows. Shopify is the leader in upsell and cross-sell integrations. Don't waste your time with anything else if you want to be able to sell products directly on your website.

Plus, Shopify offers a free trial, so you have nothing to lose. Long-time WordPress user Nicole Gariepy of Fantasea Jewelry transferred to Shopify from WooCommerce, and she loves it!

If you design commissioned jewelry pieces or custom work, and you don't plan on using a shopping cart, you can go with a platform like Wordpress or Squarespace.

2. Homepage & Website Conversion Strategies to Elevate Sales

Successful online conversions start with a well laid out website and homepage. In a minute, I'll share how Jeana and Jared Rushton of The Fox and the Stone transformed their website and sold four engagement rings within a week of launching, just by making some subtle but powerful tweaks to their copywriting, imagery, and website layout.

Your home page needs to show people what to do next. I'll walk you through before and after visuals that will help you improve your user experience and start increasing your sales conversions.

3. How to Rapidly Build Your Email List to Increase Your Sales

Your email list is the best source of traffic to your website. The people on your email list subscribed and want to be there, so they're already warm leads.

Why are you not consistently building your email list and mailing your subscribers?

Colleen Mauer shared that her website sales were up 50% over the previous year. When I asked her the reason why, she said she was building her email list and emailing them once a week. Build an email list and email your subscribers, it's as simple as that.

4. How to Get Free Traffic that Converts to Your Website (Email Marketing)

We all know that social media and SEO is a powerful tool to build awareness about your business and your brand. Are you using it the right way?

If you're set up on Shopify, you'll have the advantage of some of the SEO tools that are integrated in the platform, but are you missing opportunities with the way you post your images?

I'll also show you how to build "know, like, and trust" on platforms like Instagram, Facebook, and Pinterest to build more engagement and turn likes and comments into sales.

You'll also get insight into how to use the most powerful traffic-driving tool for your website and email list.

5. How to Host Virtual Trunk Shows to Boost Sales

Jeweler working on a laptop
Incorporating videos into your selling strategy is a great way to boost your sales.

Live video on social media channels has made selling online super easy. If you master the power of video marketing and use it to host virtual trunks shows, to promote your offers, to share your process, and just about everything in between, you'll see a huge spike in sales and growth.

Kena Treadway of Few Made Jewelry started using video in her marketing and her Facebook engagement exploded. In the day and age of Facebook's algorithm prioritizing video content, you are going to be at a loss if you don't master video in your sales strategy.

6. How to Sell Out of One-of-a-Kind Collections in 48 Hours using Instagram and Your Email List

My students often ask: Can you have a multiple six-figure business selling demi-fine, one-of-a-kind jewelry online? The answer is YES, if you have the right strategy.

Launch and release collection drops for one-of-a-kind designers is a powerful way to create anticipation and excitement for your brand and grow your audience. Alex Camacho of Acid Queen jewelry is crushing it selling one of a kind collections online, and you'll be inspired to hear how she prepares for her events and often sells out of her collections in 48 hours.

7. How to Become the #1 Jeweler in Your Local Area

Competing on a national or international stage isn't necessary to be successful as a jeweler or designer. In fact, one of my students is the go-to jewelry designer in her local Baton Rouge, Louisiana area because she was strategic and smart about how she built her local business.

Ana Maria Andricain, creator of Jewel of Havana Jewelry, was forced to cut out all of her craft shows after discovering she had breast cancer. Since the shows were her main source of revenue for her business, she was slightly panicked that she'd likely have a terrible year. She used our SOS Method for online sales and ended up replacing her show income that year with online sales.

From SEO tips to list building strategies, I'll share how Ana Maria positioned her brand and made tweaks to her website to become the #1 jeweler in her area for her category. She has a thriving business working with clients in her local market and a business she loves.

8. How to Increase Customer Lifetime Value in Your Shopify Website

Have you heard it said that it's seven to ten times more expensive to find a new customer than it is to sell to an existing customer? It's true, and the more you can increase your customer lifetime value and build your sales using simple tech integrations, the faster your business will grow.

Shopify is the bomb when it comes to websites. Why? Because there are so many tools integrated in the Shopify platform that help you increase your average order size. I'll share with you some of the top tools that Flourish & Thrive Academy jewelry brands are using to grow their online sales.

I'll also be sharing some secrets from one of our former students and coaches, Chelsea Farmer. She is selling over seven-figures online using Shopify and has built an amazing community of raving fans around her brand. She often gets too nervous to send out emails because her staff will be so busy.

Successfully selling your jewelry online requires a combination of website user experience and conversion strategy, great marketing, and consistency. If you want to measure how you're doing now with your online strategy, download the Jewelry Business Accelerator Scorecard and grade your online sales strategy.

Remember, anyone who has great products, branding and imagery can be successful selling online if they're willing to put in the effort and test different things. Protect your livelihood and recession-proof your business by diversifying your revenue streams and building a strong direct-to-consumer business.

To read more articles in this series, search e-commerce mastery in the Resource Center; search Tracy Matthews to see all articles by Tracy.

Tracy Matthews, Jewelry Designer

Tracy Matthews is a Jewelry Designer, Mentor to Creative Visionaries and the Host of the Top-Rated, Thrive By Design Podcast. She's a jewelry industry vet who has been featured in InStyle, Elle, Us Weekly and Real Simple and on the Today Show, EOFire and Creative Live. As the Chief Visionary Officer of Flourish & Thrive Academy, she is passionate about helping other creatives launch, grow and scale profitable jewelry brands.

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