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

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

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.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

Weekly QuizJun 26, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

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.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Khepri Jewels Luna collection fancy color fringe multi-shape drop diamond earrings
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

“Marvel | Citizen Zenshin” watch for the new The Fantastic Four movie
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

24th Gem Awards Show Logo
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

×

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