Jewelers should follow six basic steps to generate credibility for making online sales, according to a team at Stanford University, led by behavioral expert B.J. Fogg.

The team’s findings were included in De Beers’ most recent Diamond Insight Report, released Monday.

Communicate quality at a “visceral”/emotional level.

First impressions count. Make sure your website has a look and feel that’s professional. That includes having high-quality product shots, good typography, and a smooth layout.

“Your online presence should be of the same quality as your physical presence,” says the report. “For too many, their online presence is a secondary consideration.”

Make sure your site is easy to use.

Your website should be well-organized, effective, and error-free, with quality copy and content.

“Avoid meaningless, repetitive copy written specifically for search engines rather than humans,” the report said. “Concise, structured, meaningful, accessible content” actually performs better with Google search results, according to the report.

List third-party verifications and reviews.

“What others say about you…carries more weight than what you say about yourself,” the report says.

Include any professional affiliations, associations, and industry awards your business may have.

Highlight that you’re a real organization staffed with real people.

People are uncomfortable buying from a “faceless” brand. Have your physical address readily available on your site, including pictures of your building and a map showing where you’re located.

Feature the people behind the store, with bios highlighting their roles and expertise. Consider featuring their photos.

Demonstrate your expertise.

Jewelers should provide “thought leadership” and advice to consumers on blogs, social media, online chats, Q&As, and video calls.

If you’ve been around for a while, let people know. Include information on when your store was established, as well as a timeline of your brand’s history.

Make it easy to get in touch.

Provide a variety of ways for customers to reach you: email address, phone number, click-to-call, contact form, social media handles, live chat and messaging functions, and possibly video chats.

Ensure all responses, regardless of channel, are made as soon as possible.

“Customers demand immediate gratification, and attentiveness is expected,” the report concludes.

More tips for generating online sales can be found here.

The report concludes it could be a good holiday for diamond sales.

It notes:

– Three out of five men in higher income groups expect to purchase diamond jewelry for a significant other during the holiday season.

– Almost half (45%) of U.S. consumers are likely to buy fewer, better things this year.

– Over half (56%) of U.S. consumers would like to give a meaningful gift this holiday season, rather than something practical, fun, or functional.

– Ninety percent of U.S. consumers want to give a gift that will retain its value over time.

(Image courtesy of De Beers)

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