Ellen’s presentation took the attendees through the three steps to success: build, brand and engage, offering clear steps for success in each area. A portion of her presentation was built on survey results that attendees completed prior to the Show. Results showed only 10% of respondents were “completely” satisfied with their website, leaving much room for improvement across the board.
She also shared these important statistics relating to the customers of the prestige jewelers in the audience (study by Fruchtman Marketing):
What consumers want [from a website]: • 76.1% want product pictures with pricing • Only 37.4% think educational resources are important • 71.4% want sales and discount offers • Only 25.3% consider the ability to sign up to receive special offers is important • 32.1% want the ability to purchase online • 8.4% think bells & whistles are important • 57.1% want to see product reviews