Think Like A Girl

Let me describe for you who is probably visiting your web site right now.

She is 26 years old and looking for an engagement ring she can fall in love with at a price her boyfriend can afford. Surprised?
Until I analyzed the data across all of our jewelry web sites I assumed, like you probably did, that the average visitor to your store’s web site was a guy looking for a diamond. Wrong.

Here are the Google Analytics stats from a cross section of our jewelry stores’ web sites and the data is remarkably clear:

63% of visitors to your web site are women.

37% of of your traffic are men.

34% of your visitors are 25-34 years old.

50% are 18-34 years old.

70% are under 40 years old!

When they are on your site, where do they go? Page traffic data shows us that, other than your home page, the “Bridal/Engagement” page followed by “Design Bridal” brand pages are the most visited pages, tops on every jewelry store site across the country! In fact, other sections of most web sites are rarely even visited!

What this tells us very clearly is…you should think like a girl. When it comes to your web design and content ask yourself is my site visually appealing to women and do I have the brands, product and pricing that will keep her coming back? Women are shoppers. For them it is a sport. Spending time going through page after page of diamond engagement rings is how she defines not only what she wants but most importantly where she wants her boyfriend to buy it from. You want him, you need her. Having a sexy, shoppable site is the key today to getting both male and female traffic at your bridal counter. Without one you’re simply not in the game.

All this being said, don’t turn your web site into a “Candy Crush” game. There are wise content and graphic decisions that will appeal to both women and men. Being “cool, clean and current” is the key according to Kaelyn Hawkins our lead web designer here at Freshley Media. She explains, “Heavy, dark colors and chrome are out. Most importantly your web visitors want to go right to the good stuff…the shopping! Having big bold images, plenty of relevant product information and pricing is critical to keep me shopping. I’m the target market. I’m looking for something to buy!”

With more than 50% of your traffic coming from mobile devices it is even more important to get right to the “good stuff”. People are surfing with their thumbs. Stop overthinking your web site. Focus on large images of product in a searchable database with accurate product info and actual pricing and they will come to your store and buy. A couple weeks ago I was in Butterfield Jewelers and a woman shopping with her boyfriend took her smartphone out and asked the sales associate “Can you show me this ring?” She was live on Butterfield’s web site and was shopping in real time! This is the future of diamond engagement ring shopping and your site better be the best in town or you’re going to be left behind.

Again, here are the keys…brands, product and pricing all in a mobile friendly, easy to shop, sexy platform that focuses first and foremost on diamond engagement rings. The faster she can start shopping, the faster she can fall in love…with your store.