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

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

×

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