Technology

The Smart Lab: Remove Friction and Don’t Make Me Think

TechnologyApr 03, 2018

The Smart Lab: Remove Friction and Don’t Make Me Think

Today, consumers expect a website that almost thinks for them. Here are tips on building one from Emmanuel Raheb.

When running your own business, establishing a solid online presence is vital and building an effective website is the foundation of that success.

Business owners have to make sure their brand is being found by their ever-growing online audience and consider how that will directly affect their sales performance.


“The Smart Lab” is a new column for National Jeweler, authored by Smart Age Solutions’ Emmanuel Raheb.
Studies show that consumers consider websites to be the main source for product information and brand-related content, even more so than social media and other communication channels, making it your most important marketing tool.

When customers come to your website, you have only a matter of seconds to influence them and get them to what they’re looking for.

The good news is that you can make your website friendly while building or redesigning it just by paying attention to some simple concepts and better industry practices.

Treat It Like Your Store
It always amazes me when I look at the websites for some of the most well-run retail stores.

When I walk in the store, I’m immediately greeted by someone asking if I’d like something to drink. That someone is standing in front of the most beautifully laid out cases of jewelry, perfectly placed in categorical order, with just the right amount of lighting hitting at just the right spots.

When I ask to see an engagement ring, I’m immediately taken to that section, where they have elegantly displayed rings, in perfect order of style and price, making my shopping experience easy and thoughtful.

So I ask: Why in the world don’t you carry that same experience to your site?

UX and Usability
The hot topic on all website-related discussions is UX. UX stands for User Experience, and it’s the kind of thing that draws attention when something goes wrong.

UX defines how your customer will feel when navigating on your website and connecting with your brand, while usability will tell you how easy-to-use your website is.

Are they finding everything they need with few clicks? Is it intuitive? Are the buttons highlighted? Is the entire website user-friendly enough to make them feel comfortable?

The answers to all these questions have to be taken into consideration if you want your website to retain and sell to your customers.

Your user experience is as important as your design, and even more important when considering e-commerce-enabled websites. They have to be well organized, clever and have
clear signs on how to make secure purchases.

(Photo credit: TechCrunch.com)

A great example of friction reduction proven to be a major success is Amazon and their one-click purchase feature (pictured here); it’s believed to have contributed $2.4 billion in additional revenue.

Experts believe this is one of the company’s biggest advantages in the online retail space, decreasing cart abandonment and improving sales.

A Friction-Less Experience (Don’t Make Me Think)
When talking about web pages, friction refers to anything that prevents a user from accomplishing a goal and every micro-moment that slows down your user.

Consumers expect to go to a site that almost thinks for them.

The less friction your website has, the easier it will be for your customer to purchase one or more products. In the digital age, people have little time to focus on only one website.

On your website, you have to make sure that your customers’ interests are displayed clearly for them, leaving no room for doubts. Your audience expects you to do all the hard work and offer a user-centered website that they’ll understand immediately.

Having a poorly designed website that your customers don’t understand will repel them, reduce your sales and weaken your brand’s credibility.

It’s not about staying where you are and not affecting your store sales. It’s about losing business to your competitors, and drastically losing the trust of your once-loyal audience.

As we say at Smart Age, “The more friction you remove, the less friction that’s tolerated.”

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Van Cleef & Arpels Pearl and Diamond Earrings Similar to Princess Grace’s Wedding Earrings
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding Earrings

These earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.

My Next Question webinar graphic
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AI

Two experts share how artificial intelligence tools can help retailers run a more efficient business.

Kentaro Nishimura
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. Division

Kentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

America Telling Time: 150 Years of Bulova
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime

“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.

Weekly QuizApr 11, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Stock image of shipping containers
Policies & IssuesApr 10, 2025
Trump Presses Pause on Higher Tariffs for 90 Days

An across-the-board tariff of 10 percent remains in place for all U.S. trading partners, except China.

Brigette and Laura Pheloung with Tania and Anita Sarin
MajorsApr 10, 2025
Brilliant Earth Taps Influencers, Their Moms for Mother’s Day Campaign

Brigette Pheloung and Tania Sarin, and their mothers, star in the campaign wearing medallions they co-designed.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Pary LeVian
MajorsApr 10, 2025
Pary LeVian, Matriarch of the LeVian Family, Dies at 96

LeVian is remembered for her unwavering commitment to her family, community, and helping others.

Hamptons Jewelry Show
Events & AwardsApr 10, 2025
Hamptons Jewelry Show to Debut This Summer

The retail show is open to the public and will run July 24-27.

Stock image of shipping containers
EditorsApr 09, 2025
Tariffs: What We Know Right Now

Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.

Tiffany & Co. Iguatemi São Paulo Flagship Exterior
MajorsApr 09, 2025
Tiffany & Co. Opens Flagship in Brazil

The new store in the upscale Iguatemi São Paulo mall is the storied brand’s first flagship in Brazil.

Chaumet Art Deco ruby and diamond bracelet
AuctionsApr 09, 2025
Bonhams to Offer Selection of Chaumet Jewels

The pieces span from the Art Deco period to the 1970s and will go up for auction at the Paris Jewels sale later this month.

Tyla in Pandora jewelry campaign
MajorsApr 09, 2025
Pandora Names Tyla as Its New Brand Ambassador

The Grammy-winning singer-songwriter, who is set to perform at Coachella this month, also debuted a curated selection from the brand.

GIA logo
GradingApr 08, 2025
GIA Expands Overseas Services as Tariffs Kick In

GIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.

Rolex Land-Dweller Platinum Watch
WatchesApr 08, 2025
Here Are the New Rolex Watches for 2025

The introductions include the Land-Dweller, Rolex’s first new model since 2012, as well as several new dials for its classic timepieces.

David Webb necklace
MajorsApr 08, 2025
David Webb Has a New Owner

The storied American jeweler also has named a new CEO.

Willis Cowlishaw
MajorsApr 08, 2025
Willis Cowlishaw, Zale Executive and Mentor to Many, Dies at 98

Cowlishaw earned a degree in horology after serving in World War II, working at one of the first Zales stores in Tulsa, Oklahoma.

The Kat Florence Lumina
AuctionsApr 07, 2025
182-Carat Paraíba-Type Tourmaline Heading to Auction in Hong Kong

Bonhams will offer the “Kat Florence Lumina” at its May 22 jewelry auction.

Stock image of a gavel and books
CrimeApr 07, 2025
Third Man Involved in $2.7M Smash-and-Grab Is Sentenced

In March 2022, the men went into a jewelry store in Beverly Hills and smashed the display cases with sledgehammers and crowbars.

F.P. Journe Chronomètre Bleau Byblos Watch
AuctionsApr 07, 2025
Sotheby’s ‘Area_51’ Watch Auction Totals $1.6M

The 51 unique watches from Sotheby’s three-day sale and immersive exhibition all found buyers, with the top lot selling for $229,955.

Jewelers Mutual and Jewellers Loop logos
MajorsApr 07, 2025
Jewelers Mutual Expands to Australia Via New Acquisition

The company has acquired Australian jewelry insurance provider Jewellers Loop.

Neuroscientist and speaker Beau Lotto
Events & AwardsApr 07, 2025
Converge Taps Neuroscientist as Opening Keynote Speaker

Beau Lotto’s immersive presentation will be a blend of neuroscience, art, and entertainment.

Victorian Burmese sapphire and diamond brooch
AuctionsApr 04, 2025
25-Carat Burmese Sapphire Brooch Sells for $101K

A pink topaz Belle Époque pendant-brooch and a Victorian Egyptian Revival choker were also highlights at a recent Anderson & Garland sale.

Mason Kay International Jade Summit 2025 Graphic
SourcingApr 04, 2025
Mason-Kay Jade to Hold Inaugural International Jade Summit

The event, which will co-locate with the Monterey Bay Jade Festival, will bring education sessions focused on jade to the United States.

Heather B. Moore Lily of the Valley Oval Charm
CollectionsApr 04, 2025
Piece of the Week: Heather B. Moore’s ‘Lily of the Valley’ Charm

The charm is a celebration of springtime as April showers bring May flowers with the piece’s cluster of diamond raindrops.

Stock image of people shopping in a mall
SurveysApr 03, 2025
2025 Retail Sales to Grow More Slowly Amid ‘Uncertainty,’ Says NRF

The National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.

×

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