Who Else Thinks Size Matters?
Your Prospective Jewelry Client ~ That’s Who!
How To Help Your Jewelry Clients Find Their Ring Size When Shopping Online
Picture this:
*The following is a true story of a late-night jewelry shopper. Her name has been changed to protect her innocence and her dog’s name isn’t mentioned because she doesn’t really have one. She only has a cat. A very strange cat.
Jaimie Jewelry Shopper is all snuggled up in bed, scoping out some jewelry sites on her iPad late one night when she spots this fabulous, one-of-a-kind ring that makes her heart pound. She hesitates a bit before she clicks on the photo for details.
Fingers crossed; she whispers, "I hope it's still available!" Eye's squinted closed - she opens them slightly and takes a peek. "AAHHH!! OMG, I'm SOOO getting this right now!", she squeals.
It's within her budget, AND it's going to look perfect with the cute dress she purchased to wear to that – you know, that thing she's going to go to someday. Soon-ish. (Do we really need a special occasion to purchase jewelry? Um…NO!)
Her excitement builds. She jumps out of bed, grabs her credit card and clicks the drop-down menu to select her the ring size, and then… she stops.
"Uh, wait. What size do I need?"
“What finger do I want to wear it on?”
“Middle finger, right hand. Yeah, yeah, yeah - it’ll look super there!”
“Okay, what size?"
She thinks about the rings she has in her jewelry box but doesn't have any she wears on that finger. And she doesn't think she has another ring that's likely to fit it either.
"Hmmm. So, now what?!"
Frantic, she clicks all over her newest-bestest-most-favoritest jewelry website but can't find a ring size chart - or anything - telling her how to measure her finger to know what size ring to order.
She looks down at her dog (her make believe dog!) lying beside her, who is patiently waiting for the lights to be turned out so he can go to sleep. He raises a brow and puts his head back down (on his fictitious pillow, of course!).
"Well, this sucks! I mean, it should be easy, right? I can just Google it."
Nope. Not that easy. There's a ton of ring-size charts online. A shit-ton! Jaimie clicks on a couple of charts, goes to a few different websites, and soon realizes that all ring-size charts are not created equal. (Well now, I guess size does matter, doesn’t it?)
One chart says to measure this way, another says to measure that way. She follows the suggestions on a couple of different sites using one of the rings she has on and comes up with two different sizes.
"Really?! How is this possible?"
She's purchased several rings – all in person at her favorite jewelry store - and she knows how her dainty, skinnier rings are a slightly smaller size than her thick banded statement rings she owns - even though she wears them on the same finger.
"What if I figure out my ring size according to one of these other charts and it's not accurate for this ring I want to buy? What's their refund policy if it doesn't fit right or I don't like it?"
She starts searching the website's footer and clicks on the return/exchange button, which opens up a box that says, "Questions? Information on returns, repairs, and exchanges are handled on a case-by-case basis. Call 1-800-867-5309 between 8:00a.m. – 5:00p.m. CDT for more info.”
"Are you kidding me? I don’t want to wait till tomorrow to call them!”
What's a ring-loving jewelry gal to do now? Herein lies the dilemma.
She puts away her credit card, shuts off her iPad, turns out the lights, and joins her dog in slumber.
(This is the dog Jaimie Jewelry Shopper would have if she had one! Isn’t he cute?!)
How sad for her.
And even more so for the online jewelry retailer, which is no longer her newest-bestest-most-favoritest jewelry store.
Valuable Lesson #1 (For you, the jewelry retailer, not Jamie)
Whether you have a physical jewelry store location coupled with an online presence or you're solely an online jewelry retailer, making the entire shopping experience effortless and fun for your website viewers should be a top priority.
Let's face it. Returns aren't adding anything to your bottom line. They're a pain in your bum, and your accountant hates you for them, so why not do your best to cover all your bases from the start and eliminate as many returns as possible.
It's challenging figuring out all the different ways your online shoppers want to view and experience your site, but some things are a given - like anything involving a size. Ring-size charts and instructions are easy to find on the internet, but the fact is that not all ring-size templates and charts are created equal. (Surprise! No, not really.)
Do your research and look up 3 to 4 different ring size charts online and try them out for yourself. This will help you understand what questions you need to answer for your clients before they even know what to ask. Then, create an excellent ring-size chart, put it on your website, and make sure it's easy for your virtual visitors to find. This way, your prospective buyers won't have to hop off your site and go ask Google to find their ring size. They will also have more confidence in the size ring they choose from your online store, knowing you've given them tips and info based on the jewelry you offer on your site.
To help you out, here's a couple of sites I found easy to navigate and accurate with their ring-size charts. Take a cue from these sites - but don’t copy theirs (that’s a big no-no!) - and create a ring size chart of your own that you (and your clients) can be confident in!
First up is Lumera. They have a useful sizing info guide online with a link to their ring sizing chart/template.
They've ranked the 5 most accurate ways to capture your ring size (and 2 ways to avoid) based on popularity, ease of use, and accuracy - with info on each method's pros and cons. (Smart!)
On a side note, Lumera also has an excellent selection of loose GIA Diamonds (shameless plug as a GIA grad) from which to select. It lets you narrow your search by price, shape, size, cut, color, and clarity. It also allows you to add your favorite ones to a saved list for future visits. This is an added convenience for their online shoppers who are not only trying to find their ring size, but also what gorgeous diamond to have mounted on the ring they’re looking to buy. Keep things like this in mind when creating your online ring chart and give your clients more than they expect (over-deliver).
Another ring size chart I like is from one of my favorite jewelry designers, Jen Hanscom, with JenniferHanscom.com. Jen's exceptionally meticulous in her jewelry design process, so it's no wonder when I downloaded and printed her free ring size guide that it was spot on with a ring of mine that I'm positive of the size.
Jen shares three ring-size finding options on her blog post – here – along with tips for getting the most accurate measurement using each method. She also lists things to remember when trying to capture your correct ring size.
Think of tips you can share with your clients which will make their journey more convenient - they’ll love you for it.
No matter the size of your online store, if you’re selling rings of any kind, be sure you have a ring-size chart with detailed instructions on how to use it. Your clients will be grateful for the convenience and ease of use, your accountant will be appreciative of lower-ring returns, and you’ll be pleased with a lower abandoned cart % rate.
Valuable Lesson #2 - this one's going to save you lots of headaches and $$$!
Always put your guarantee/return/exchange/repair, etc. policies on your website. Spell them all out – completely. Transparency is key. I was surprised while doing research for this article exactly how many online jewelry retailers barely mentioned their guarantee/return policy information. I was even more surprised at those who didn't address it at all. (What?!) It thoroughly knocked the 'trust' factor out the window for me.
It's annoying and inconvenient for your online visitors to have to play the guessing game about whether you're going to accept returns, how you handle exchanges, and what your product guarantee is - if any. And if they have to call you and ask, they likely won't. (Would you?) Instead, they'll abandon their cart, click off your site, and find a similar product elsewhere – leaving you without the moola!
Always have your entire customer service policies written out - complete with any contact form and/or phone numbers, email address, and shipping address for return. This lets your potential customers know up front where they stand. It's true what they say about the little things (details) ~ they really do make a big impact.
If you’re stumped on how to write good guarantee, return, and exchange policies, turn to a copywriter who specializes in writing for the jewelry industry to assist you. A jewelry copywriter will help you come up with clear, concise copy for your website that’s easy for your clients to understand and avoids confusion.
If you have questions, please schedule a free consultation with me to discuss ways you can save time and money by hiring a jewelry writer for your business.
Now, back to shopping for rings!
Until Next Time…
Cheers,
*Photo credit: Top Photo- Brooke Cagle on Unsplash, Middle Photo - Maddi Bazzocco on Unsplash, Bottom Photo - Roberto Nickson on Unsplash, Silver Ring Photo by Michelle Buettner - MiShel Designs
