Suggestions to improve conversion please

malcolm · #1 (**permalink**) 09-21-2007, 09:16 AM

The most critical time of the year for my business is approaching. Hundreds of hours have gone it the site. My eyes are tired and I'm hoping you nice people will take a look and let me know what you think. The whole site has been bespoke built from the ground up this year.

Key features:

No account creation, 3 clicks to purchase
A choice of over 4000 pieces and growing
Prices monitored daily to ensure aggressive competitiveness
Good and improving search engine positions
Average 800 unique visitors per day
No imitations. All solid gold/platinum with natural gems
Fast navigation and sophisticated search

So what's the main issue? Conversion. I'm not satisfied with conversion running at less than 1% and I'd love to pin down the cause.

Jewellery Online | Ampalian Jewellery Diamond Engagement Rings, Eternity Rings

Maybe fresh eyes can see something that I might be missing? Your help is very much appreciated.

davebarnes · #2 (**permalink**) 09-21-2007, 10:44 AM

I don't think you are going to sell anything to anyone outside the UK.
Americans won't buy anything in Pounds as they have no knowledge of the conversion rate.
Euros won't buy because the site is in English.

Personally, I think your website should be .co.uk and not a .com

You make it very difficult to find your postal, physical and phone number. That decreases trust level.

malcolm · #3 (**permalink**) 09-21-2007, 11:16 AM

We do sell internationally although I admit not a huge amount. I think this has more to do with the exchange rate than anything else.

The phone number is at the top of the home page and appears in every single product page. Nevertheless I take your point and I'll make it more prominent. Thanks for the feedback.

findhost32 · #4 (**permalink**) 09-21-2007, 11:28 AM

Hire a proff designer to redesign your site.

Dubbya · #5 (**permalink**) 09-21-2007, 11:53 AM

For what it's worth, you might want to work a little harder to convince people that they're buying top quality jewellery from a legitimate retailer.

I'd definitely revise the "About Jewellery" page. Firstly, retitle it "About Our Jewellery". Use it to explain your expertise in selecting only the finest jewellery and to list your qualifications as an expert goldsmith. You wan't people to part with their hard-earned money, you'll have to gain their trust and respect.

Traditionally, your target market wants a brick and mortar location where they can physically pick up and touch items. They want to look deep into a diamond and see their reflection in the gold or silver.

Your pages look great, the site runs fine and you seem to have all the relevant data they could ever want about your products, but you might want to consider revising the way products are displayed. This is quite likely to be considerably expensive to implement, but I feel this is the one single biggest obstacle you face that would result in more conversions.

This site will explain what I'm talking about. Check out the 360 image displays.
photo-mojo - 360 degree product photography and packshots

.02

flsurfkarma · #6 (**permalink**) 09-21-2007, 03:01 PM

I have to agree with Dave on the domain name. As for redesign I think your site looks ok... if it was me I would make it look more detailed. Maybe some shinny images. Some elements of flash on the diamonds to make them sparkle. Things like that. It wouldn't hurt to have an SSL cert that people can click on that always makes them feel better about buying I see that you have all other logos and links but not that one. I feel its an important one.