JCK5: Simple Ways to Refresh Your Website

Laura Cave, director of trade marketing for The Knot bridal magazine and website, shared her tips for streamlining a commerce site at a session at the American Gem Society’s Conclave educational and networking event in Phoenix April 25. Here are a few of her concerted suggestions:

  1. Choose clean layouts and white backgrounds. The idea is to give the user air to breathe when they’re shopping. If you have a super-dark background on your site, switch it to a light color or white.
  2. Photo-driven content is really important. Use large-format photos against white, or create a pin board-style for images. Get rid of a lot of text. People are busy, busy, busy. They need to get in and get what they want.
  3. Incorporate clear calls to action (buttons or colored sections that instruct users to go to different places on the site, use express checkout, etc.).
  4. Show off your selection on your site…and don’t forget fine jewelry. You have a huge growth opportunity to build relationship with ring buyers. Brides buy gifts for family and bridesmaids.
  5. Go mobile. You need to have a site that’s a version of your site, but for smartphones. A mobile website is very simplified—it has large buttons, large photos, clear calls to action. You don’t need an app; a mobile site is much more important.

JCK Magazine Editor