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

Gold bracelets and bangles
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers List

The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.

Buccellati Opera high jewelry bracelet
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

Rolex Datejust ref. 16233
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Jean Dinh Van Orgue Ring
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With Exhibition

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.

Weekly QuizJul 10, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jake Duneier and Danielle Duneier
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth Generation

Jake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.

Boucheron Impermanence Boucheron Dragonfly Earrings and Wisteria Hair Piece
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s Impermanence

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

James Avery Cedar Park
MajorsJul 15, 2025
James Avery Expands to 2 More States

The Texas-based jewelry retailer has set up shop in Tennessee and Arizona.

Eric Ford, Couture’s new brand director and former fine jewelry buyer at Neiman Marcus
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director

Eric Ford will step into the role, bringing with him decades of experience.

Bench jeweler holding a ring and a tool
IndependentsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic Manufacturing

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

Guzema Celestial Blue
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone Jewelry

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

Nanis Mykonos Store Exterior and Interior
MajorsJul 14, 2025
Nanis Opens First Store

The seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.

Long’s Jewelers Summer of Love promo
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s Jewelers

The New England jeweler is hosting a bridal event for the month of August.

Ethical Gem Fair
SourcingJul 14, 2025
Ethical Gem Fair Heads to Seattle

The trade-only event will host its debut fair in the Emerald City later this month.

The Edge and The Edge Retail Academy Logos
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in September

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

Miseno Arco Earrings
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ Earrings

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

James Avery Texas charm
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief Efforts

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

Kelly Osbourne Engagement Ring
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as Honey

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

Penny Preville Anniversary Bangles and Penny Preville
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry Design

The brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.

Exterior shot of Alvin Goldfarb Jeweler in Bellevue, Washington
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb Jeweler

Goldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.

LVMH chairman and CEO of the Americas Michael Burke
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the Americas

Longtime LVMH executive Michael Burke has stepped into the role.

A calligraphy sculptural ring made in 18-karat Fairtrade gold (Photo by: Jamie Trounce)
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC

Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.

Vickie Rokkos
MajorsJul 10, 2025
Hearts On Fire Appoints New Sales Director

Vickie Rokkos has joined the jewelry company as its new national sales director of North America.

Mikimoto The Bows high jewelry necklace
SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says

Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.

1 NJ-Supplier-Bulletin-Snake-One.jpg
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show Tips

Sponsored by Rio Grande Jewelry Supply

Cece Jewellery For the Love of Fruits Pendants
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s Sweetness

The “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.

×

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