The Professional Jeweller 2015 Reach List presents to you the top 5 online players from the specialist e-tailers category.
The top 5 digital doyen specialist e-tailers are as follows:
- 77 Diamonds
Facebook likes: 47,940
Twitter followers: 8,564
Instagram followers: 4,158
Alexa UK ranking: 10,448
Reach ranking: 6
- Astley Clarke
Facebook likes: 10,920
Twitter followers: 8,917
Instagram followers: 13,500
Alexa UK ranking: 18,776
Reach ranking: 1.7
- Stella & Dot
Facebook likes: 18,911
Twitter followers: 6,892
Instagram followers: 6,859
Alexa UK ranking: 21,846
Reach ranking: 1.4
- Diamond Boutique
Facebook likes: 26,170
Twitter followers: 20,048
Instagram followers: 518
Alexa UK ranking: 22,949
Reach ranking: 1.2
- The Diamond Store
Facebook likes: 28,383
Twitter followers: 5,779
Instagram followers: 430
Alexa UK ranking: 29,855
Reach ranking: 1.1
Online diamond jewellery specialist 77 Diamonds first went live in 2005, a time when not many fine jewellery retailers were competing online, making it something of an early adopter.
The London-based business has been steadily growing since those early days and now sells to more than 25 countries, fuelled by a sales team who can speak 30 languages between them. Business is so good, in fact, that the retailer has moved production in house, investing in its own team of craftsmen.
Looking at the breakdown of 77 Diamonds’ top traffic, 45% of visitors to the website are from within the UK. The second-most important market for the retailer, in terms of traffic, is the US, which contributes 6.8% of visitors. This is followed up by Germany, which lays claim to a 3.4% share of traffic.
The average time that each visitor spends on the site is four minutes, and within that time they will look at three pages on the website. According to Alexa, both 77 Diamonds’ page yields and engagement times are on the rise, and its bounce rate – visitors who have clicked on to the site by accident, and then click off very quickly – is falling, so the stats are moving in the right direction.
When it comes to how visitors are finding the site, it is very much down to a well-chosen name. More than a quarter of 77 Diamonds’ traffic is driven by search engines, and the words that browsers are typing in are pretty sparkling. The top five phrases are: “buy diamonds”, “diamond weight”, “buy diamonds online”, “diamonds”, “77 Diamonds”.
77 Diamonds’ social media following falls far behind that of the big brands, but that is just goes to show that if your website is doing all the right things, how many friends you have isn’t that vital.
