August 2022 | Lab Grown Magazine

August 2022 | The Lab Grown Diamond Resource Book 22 To advertise call (888) 832-1109 | August 2022 23 Only 1.5 minutes In reviewing statistics of hundreds of consumer e-commerce companies offering LGDs, one fact jumped out immediately: The lack of time shoppers spent on the majority of these sites. The average is an alarming number of only1.5 minutes – and the majority of these shoppers are not likely to return. Let’s fix that. Realizing most of the websites in this pool are mom and pop operations, or small companies that launched in the past three years, reduced visitation time (when compared to the national average of 19.3 minutes) should be expected. But, 1.5 minutes doesn’t get more than a home page glance, or, at best, a one product page brief look. Those departing under 2 minutes aren’t giving up their email address for sales discounts and they are not filling in free newsletter offers either. How long are your online visitors spending on your site? What pages are they visiting? If they do place an item in their shopping cart, do they abandon it, and why? Moreover, what’s the best way to keep these potential LGD customers interested, and convert a sale? Those answers are best obtained through your Google analytics and (at least) a surface review of your sites SEO reach, load time, cross- platform functionality, keywords, and more. For those who have read this far, here’s a special gift: If you are interested in a free site assessment and traffic flow report with no strings attached, the first 25 Lab-grown Magazine readers who contact me at dans@luxelicensing.com will receive this complimentary assessment. The inside look at a mid-sized LGD site Many independent jewelry retailers needing to increase their online visibility, functionality and conversion rates should appreciate the following comparison over that of a bluenile. com or jared.com. Kiami is a new, UK-based, LGD brand producing LGD engagement rings and jewelry. They started by working with bespoke e-com leader, Ne t-a-porter.com and quickly moved to test US brick and-mortar through three/ Nordstrom doors, including the NYC location. When this proof-of-concept met investor’s growth expectations, they launched kiami.com . From June 15 to July 15 of this year, kiami.com was slightly down 08% to 4.1K unique visitors. The majority of their traffic came fromFrance at 38%, with the US at a healthy 19%. Americans spent an average of 19.7 minutes on this site Graphic: LuxeLicensing.com 1 2 3 45 helzberg.com 10 years ago, Helzberg Diamonds wouldn’t pick-up a LGD sales call let alone a line. Since Beryl Raff’s departure (former CEO) & a fresh LGD take, helzberg.com is in 5th place, with a 26.29% increase to 940k visits compared to the same time last year. jared.com Branded as a slightly upscale model from Kay Jewelers, both owned by Sterling Corp., Jared leverages stand- alone destination stores using their website to help close in-store sales when product isn’t incase. They dropped 2.45% to 1.6M visits in the month of June. jamesallen.com Ranked in 3rd place of global consumer LGD web site search & visits is Sterling Corps’ jamesallen.com Down 2.45% to 1.6M unique visits in June compared to the same period last year, page visits have dropped 6.16% to 3.3 views. Analysts beleive this drop is due to a double digit decline in broadcast ads. bluenile.com Originally the most trafficked e- com diamond site, bluenile.com only offers one brand of LGDs: Lightbox. Perhaps this is a reason their unique visitors are down over 10% from June of last year, their page count dropped 11.3% to 3.6 pages, and their LGD page-specific visit duration was less than 6 minutes on average in the month of June. brilliantearth.com At 3.1M unique visitors in June 2022, brilliantearth.com had a 14.83% increase in consumer traffic compared to June of last year. The site had nearly 5 pages visited per session & consumer shopping duration exceeded 15 minutes, moving this LGD only e-store to the #1 most visited LGD e-com site in June of this year. With 10 shapes/cuts, free shipping & returns, LGD earrings with purchase + a t25% increase in Google ad spend, brilliantearth.com leads over typical leaders. Top 5 searched & visited LGD e-com sites