Columnists

The Smart Lab: Increasing Your Click-to-Conversion Rate

ColumnistsSep 25, 2024

The Smart Lab: Increasing Your Click-to-Conversion Rate

Emmanuel Raheb says your website should be as elegant as your store, with high-quality images and a smooth and secure checkout process.

National Jeweler columnist Emmanuel Raheb
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
With everyone online all the time, especially on their phones, getting people to visit your jewelry store’s website or social media pages is expected. 

Here’s the challenge—turning those clicks into actual sales. 

In today’s world, simply getting someone to your site isn’t enough. You need to capture their attention, engage them, and move them to act. 

With the right digital marketing strategies, you can turn those visitors into loyal jewelry customers, driving both engagement and new revenue.

Start With Your Website
Think of your website as your storefront. 

When a potential customer walks into a beautifully designed jewelry store, the lighting is perfect, everything is polished, and the showcases are sparkling and carefully arranged to invite browsing.

Your site needs to evoke that same feeling. If it’s slow, cluttered, or confusing, customers will leave just as quickly as they came.

Start with your visuals. In the jewelry business, looks are everything. 

High-quality images (with interactive zoom features), and videos showcasing your jewelry in different lighting conditions give customers a true sense of what they’re buying. 

For example, a video of diamond earrings sparkling in sunlight can make a customer envision wearing it in their everyday life, turning a passive interest into their ultimate desire.

But visuals aren’t enough. Your website needs to be easy to navigate too.

Clear top-level categories with detailed sub-categories like “vintage engagement rings,” “sapphire earrings,” and “custom designs” help customers find what they’re looking for without frustration. The more granular you can be with your menu, the better.

Also, make sure that the shopping process is seamless; this means no broken links and no cluttered pages. If a customer is looking for a particular piece, they should be able to find it within seconds. 

A fast, intuitive checkout process also is crucial, especially for high-ticket items like jewelry. 

Trust is key. If your checkout feels smooth and secure, customers are more likely to complete their purchase. Any friction (even minor) will cause frustration and you’ll end up losing the sale.

Tailor Your Email Marketing
Email marketing is one of the most powerful tools for jewelry retailers. Why? Because jewelry is personal.  

Customers often buy for emotional reasons—an engagement, an anniversary, or another special occasion.  

With personalized email campaigns, you can tap into that emotional connection, reminding your customers why they’re interested in your pieces.

Imagine a customer who browses your collection of stackable bracelets but leaves before purchasing.  

With an automated, personalized email campaign, you can reach out with a limited-time offer, showcasing the exact bracelets they were looking at.  

For a customer who bought an engagement ring, follow up with an email about matching wedding bands, perfectly timed before their big day.

Even simple reminders can work wonders.  

Abandoned cart emails have high conversion rates, as customers often need just a little nudge to come back and complete their purchase. These are the simplest and most effective emails you can send.

Also, don’t forget about milestone emails such as wishing a customer a happy birthday or anniversary and suggesting to them a piece that complements something they’ve bought in the past. 

These small touches create loyalty, turning one-time buyers into lifelong customers.

 Related stories will be right here … 

Use Retargeting Ads to Stay Top of Mind
Not every customer buys on their first visit, and that’s OK. 

Retargeting ads help ensure they don’t forget about you. 

When a potential customer visits your website, browses your custom engagement rings, and leaves without making a purchase, retargeting ads can bring them back by showing those same rings as they browse other sites or social media platforms.

The trick is to always keep your jewelry store’s brand visible without overwhelming your audience. 

Jewelry purchases are often carefully considered, especially when it comes to higher-end pieces. 

A well-timed retargeting ad with a “limited stock” or “special financing available” message can create urgency and remind your customer why they fell in love with that piece in the first place.

Look For Clues in Your Data
Knowledge is power. 

With tools like Google Analytics and Facebook Insights, you can gain a deep understanding of how customers are interacting with your site.

Are they spending more time browsing your latest collections but not making purchases? Maybe it’s time to refresh those pages with new images, updated descriptions, or financing options like Affirm or Klarna that make those big-ticket items feel more accessible.

Analytics don’t just show you what’s working; they show you where you’re losing potential sales. 

If customers are abandoning their carts at the payment page, you may need to simplify your checkout process or offer more payment methods. 

Maybe you’ll find that blog posts about “How To Choose the Perfect Engagement Ring” or “Jewelry Styling Tips for a Perfect Night Out” are driving more traffic than your actual product pages. 

That’s a sign to create more educational content, which helps engage customers earlier in the buying process.

Focus On Turning Clicks Into Customers
Getting customers to click is a nice victory, but it’s only the first step.  

By optimizing your website, creating personalized email campaigns, using retargeting ads to stay top-of-mind, and analyzing your data for continuous improvement, you can take those clicks and turn them into conversions.  

Remember, in the jewelry business, conversions don’t just mean sales; they mean long-term relationships with customers who return for every important event or occasion in their life.  

Every click becomes a chance to build a lasting connection.  By creating a digital strategy that’s thoughtful, personal, and customer-centric, you’re not just selling jewelry, you’re helping people find pieces that mark the most important moments in their lives.  

Your jewelry store can be with them every step of the way, and there’s nothing more magical than that.

The Latest

Jewelers Relief Fund logo
Policies & IssuesJan 10, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires

Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.

Harwell Godfrey heart pendant
Policies & IssuesJan 10, 2025
Harwell Godfrey, Stephanie Gottlieb Are Raising Money for LA Wildfire Relief

Several jewelry designers are lending a helping hand to charities in Los Angeles amid the raging wildfires.

Elsa Jin Mozi Brooch
TrendsJan 10, 2025
Piece of the Week: Elsa Jin’s ‘Mozi’ Brooch

Adrien Brody received his first Golden Globe while wearing the “Mozi” brooch, which depicts a spill of traditional Chinese calligraphy ink.

ride_or_die_1872x1052.png
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday Campaign

A Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’

Paul Rowley, Sandrine Conseiller, Vipul Shah, and Kirit Bhansali
SourcingJan 10, 2025
De Beers, GJEPC Partner to Promote Natural Diamonds

The pair will work together to support independent retailers in India with marketing assets, training materials, and other tools.

Weekly QuizJan 09, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Counterfeit Tiffany & Co. jewelry near U.S. Customs and Border Protection logo
CrimeJan 09, 2025
US Customs Seizes Counterfeit Tiffany & Co. Jewels

Officers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.

Karma El Khalil Meteor Necklace
CollectionsJan 09, 2025
Karma El Khalil’s New Collection is an Ode to the Moon

The “Moonlight Rhapsody” collection is overflowing with gemstones, from raw opal to morganite and spessartite.

me_myself_and_I_1872x1052 .jpg
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds

‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.

AGTA Seminar Series
Events & AwardsJan 09, 2025
Here Is the 2025 AGTA GemFair Tucson Educational Lineup

The seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.

Diamond Trails Reena Ahluwalia
SourcingJan 09, 2025
Reena Ahluwalia Unveils New Works in ‘Diamond Trails’ Anthology

The artist collaborated with industry creatives on the project, which features five fictional stories and five corresponding paintings.

Virginia Jewelers at the Children’s Hospital Foundation Ball
IndependentsJan 09, 2025
Virginia Jewelers Raise Nearly $26K for Children’s Hospital at Charity Ball

Nine jewelers donated jewels for a raffle to support the Children’s Hospital Foundation at Virginia Commonwealth University.

Miss Piggy taking a selfie
WatchesJan 08, 2025
Oris Debuts Hot Pink Miss Piggy Watch

Miss Piggy shared her thoughts on being fabulous, the importance of accessories, and how to be your own cheerleader.

Rings in the Promise by Effy lab-grown diamond jewelry collection
Lab-GrownJan 08, 2025
Effy Introduces Brand Dedicated to Lab-Grown Diamonds

“Promise by Effy” includes fashion jewelry and engagement rings.

Haltom’s Jewelers closing ad
IndependentsJan 08, 2025
Haltom’s Jewelers to Close After 130 Years

The Texas-based jeweler is closing all three locations.

Zendaya and Engagement Ring at 2025 Golden Globes
TrendsJan 08, 2025
Zendaya’s Engagement Ring Combines Vintage and Modern Elements

Zendaya’s ring, featuring an east-west set elongated cushion-cut diamond, is said to be from British designer Jessica McCormack.

Lindsey Scoggins Studio Gypsy Link Ring
TrendsJan 07, 2025
Amanda’s Style File: January Is for Garnet

Garnet is comprised of a group of minerals, giving those with a birthday in January options when it comes to their birthstone.

Huan Tain and staff of Quest Fine Jewelers in Fairfax, Virginia
IndependentsJan 07, 2025
Edge Retail Academy Names 2024 ‘Wag’ Award Winner

The annual award, created in memory of business coach William “Wag” Wagner, went to a retailer in Fairfax, Virginia.

Jewelers for Children round up program on a point of sale machine
MajorsJan 07, 2025
Jewelers for Children Promotes Round-Up Fundraising Program

Retailers and vendors can ask customers to make a donation by rounding up to the next dollar at checkout.

calibrated Lightning Ridge opals
SourcingJan 07, 2025
Columbia Gem House To Debut Lightning Ridge Opal Collection

The wholesaler is partnering with Australian brand Cheal Opal on a new offering of calibrated stones.

Zendaya and Cynthia Erivo
EditorsJan 06, 2025
White Hot: 8 Glamorous Jewelry Looks From the Golden Globes

From Zendaya to Selena Gomez and Zoe Saldaña, many stars at the 82nd Golden Globes were wearing white gold or platinum jewelry.

Stock image of hands with handcuffs on them
CrimeJan 06, 2025
FBI Adds 2 Suspected Jewelry Thieves to Its Wanted List

Described by JSA as being “habitual offenders,” Vasile Sava and Onita Rostas have federal warrants out for their arrest in Kansas.

PDPaola New York store
MajorsJan 06, 2025
PDPaola Opens First U.S. Store

The Barcelona-based brand’s flagship boutique is located in New York City’s West Village neighborhood.

Facets of Fire bridal display
IndependentsJan 06, 2025
Facets of Fire Debuts New Jewelry Displays

A solar-powered loose diamond holder rotates the stones to show off how they catch the light.

Arkansas jeweler Kelly Newton receiving Shipley Award
IndependentsJan 03, 2025
Kelly Newton, Shipley Award Winner and Devoted Family Man, Dies at 74

Newton owned and operated Newton’s Jewelers in Fort Smith, Arkansas, and is remembered for being positive, honest, and loving.

Peles Mist
Events & AwardsJan 03, 2025
12 Works by Glenn Lehrer, Paula Crevoshay on Display at Lapidary Museum

“Synergy & Symbiosis” is open now through late April at the Lizzadro Museum of Lapidary Art in Oak Brook, Illinois.

Renna Butterfly Caspian Necklace
CollectionsJan 03, 2025
Piece of the Week: Renna’s ‘Butterfly Caspian’ Necklace

Begin 2025 with a butterfly intaglio symbolizing change and transformation.

Nenad Milosevich
CrimeJan 02, 2025
Rolex Sale That Went South Led to Murder of Florida Jeweler, Report Says

Jeweler Anthony D’Amore was found dead inside his office Dec. 23, marking the fourth jeweler killed on the job in 2024, according to JSA.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy