Silverbean: Optimising Digital Performance in the Luxury, Jewellery and Online Fashion Markets – How to Turn Clicks into Customers


Here at Silverbean, we are committed to optimising our client’s digital performance, many of whom are in the jewellery, fashion and luxury sectors. Our very own Neil Hancock (Head of Optimisation) and Simon Cahill (Conversion Rate Optimisation Consultant) have been invited to speak at the UK’s premier jewellery buying event, International Jewellery London, and we can’t wait!

Whether you or your company is active in online marketing or are interested in learning more to better manage your online presence, this free event is the perfect opportunity to get leading-edge insights and free consulting, whilst networking with fellow luxury brands.

What’s going to be covered?
Neil and Simon will be sharing some of Silverbean’s trade secrets, with detail on how you can put them to practice in your own business, in order to turn as many clicks as possible into paying customers. From search engine optimisation to pay per click, conversion rate optimisation and analytics to content and social media, Neil and Simon will be sharing valuable insights and illustrating the areas you should be focusing on if you want to grow your luxury brand in a digital world.

Quantity vs Quality
Many companies, particularly in the luxury fashion and accessories industry are lead to believe that an increase in traffic, no matter where it’s come from, is the sign of a successful website. Whilst traffic growth is an important factor, it’s the quality of traffic that you are driving to your site that will benefit you in the long run.

What is good quality traffic?
This of course depends on your website’s own goals but in order to increase conversion rates, traffic should always be relevant. Increased bounce rates, a decline in average visit duration and pages visited are great indicators that the traffic you are driving to your site may not be relevant.

There are several areas that you can look at to increase the relevancy of traffic to your site and Neil will be covering the following:

  • Buyer persona development
  • Audience mapping
  • Long tail key phrase research
  • Tailored content strategies

Conversion Rate Optimisation
Once you’re confident that you’re driving the right traffic to your site, the next step is to ensure that it’s converting into leads or sales, which can be achieved through CRO (Conversion Rate Optimisation). Conversion Rate Optimisation is the method of creating an experience for a website visitor with the goal of increasing the percentage of visitors that convert into customers. There are several factors that can affect conversion rates:

Simon will be showing you how we managed to boost Astley Clarke’s conversion rates and revenue using the following techniques:

  •  Heatmapping
  • A/B testing
  • Site speed
  • Copy optimisation

To learn how to turn clicks into customers and see how we’ve done it for clients such as Astley Clarke and Michel Herbelin, register for IJL 2014 and come and say hello!

Simon and Neil will be presenting in The Olympia Room, on Tuesday 2nd September at 1.15pm-2.15pm. We look forward to seeing you there…


Author Jewellery Show - International Jewellery London

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