We made changes to the website in response to feedback we've received from our customers over the last year
Midlothian, VA (Vocus) August 14, 2008
Danforth Diamond has relaunched their website with added features and functionality to help visitors shop for diamond engagement rings, wedding bands and jewelry gifts.
"We made changes to the website in response to feedback we've received from our customers over the last year," said Jill Renee, president of Danforth Diamond. "It was time for an update; we've expanded our engagement ring selection and added higher-quality sidestones to our rings. So we took our time and integrated user comments in with the product updates and some other changes we had identified internally."
Making the site more user friendly and helping customers navigate to and compare products were key components to the site revision. "And great photography. We really want the quality of our diamond engagement rings to be evident on the site. So we shot more photos and offered more 3D views of our rings," Renee commented.
The changes to the Danforthdiamond.com include:
Jewelry from Recycled Metals – As part of their commitment to the Earth, 90% of Danforth Diamond's products are made using recycled metals. There's no sacrifice in beauty or quality – only in environmental waste. Look for the Harmony Recycled Precious Metals logo throughout the site.
Engagement Rings with Rubies & Sapphires – To provide even more engagement ring options, Danforth has added Engagement Rings with Gemstones, featuring ruby and sapphire sidestones, to their collection.
Higher-quality Sidestones – Engagement rings with sidestones now have higher quality stones with better color and clarity but without the high price tag. 14k gold and palladium engagement rings now have sidestones with G-H color and SI clarity. 18k gold and platinum engagement rings have sidestones with G-H color and VS clarity.
Gift Packaging – When proposing, you want the box the ring comes in to reflect the quality of the engagement ring inside. Danforth Diamond has revamped their packaging so every ring or jewelry gift arrives in style.
Google Checkout – In addition to major credit cards, wire transfer, check, PayPal and debit cards, Danforth Diamond now offers Google Checkout as a payment option.
International Order Information – To assist their international customers, Danforth Diamond has added international order and shipping information to the site.
Customer-centric FAQ – Danforth Diamond compiled the questions they received from customer emails and phone calls and answered them on the site. Everything from "do you charge sales tax" to "do your products come with a warranty" is addressed in the new FAQ.
Engagement Ring Buying Information – To educate their customers before they purchase an engagement ring, Danforth Diamond created a Find the Perfect Engagement Ring section. Here visitors can learn about the 4 C's of diamonds, ring and setting choices, and how to determine a ring size.
More, Larger Photos – Unlike some of their competitors, Danforth Diamond shows photos of actual rings – not computer generated imagery. And with the new site launch, they have added not only more photos but larger photos as well.
3D Images of Engagement Rings – Their more popular and intricately designed engagement rings now have 3D views available.
Diamond Slider Bar – Change the size of the center diamond using the new diamond slider bar. Each diamond engagement ring has three photos; when the size of the diamond increased, or the diamond's cut is changed, the three photos show how the ring will look – from the top, side and at an angle. "Customers wanted the ability to see the how changing the diamond's size or shape would affect the overall look of the ring," noted Renee.
A Diamond Rating System – Through customer feedback, Danforth Diamond has developed a rating system for their diamond engagement rings so customers can see what purchasers think about the product quality and style.
Category Pages That Are Sortable by Metal Type, Price and Popularity – To help customers view products, Danforth Diamond included functionality to allow products on category pages to be sorted. With jewelry available in seven metal types, this will help customers find what they are looking for faster. Plus all products within a category are presented on one page so customers can more easily compare products.
Quick Views of Products – Roll over an item and get a quick summary of the product without clicking to the product page. This quick view functionality helps customers evaluate & compare products on the category page.
The in-house team worked on the site enhancements for the last 4 months. Renee explains her enthusiasm about the site re-launch, "I am very excited about the new photography, diamond slider functionality, and 3D images. When a customer views a product on our website it has to look like what they'll receive when the order arrives. These updates really portray the quality of our diamonds, our settings, and our bands."
About Danforth Diamond
Danforth Diamond is a leading online jeweler specializing in diamond engagement rings and wedding bands. Their collection of yellow gold, palladium and platinum engagement rings is unrivaled and offers options to fit every style and budget. Visit Danforth Diamond online to learn more at: http://www.danforthdiamond.com.