Technology

The Smart Lab: Improve UX or Lose Customers

TechnologyJul 03, 2018

The Smart Lab: Improve UX or Lose Customers

UX stands for user experience, and it’s an important element of your website, Emmanuel Raheb writes in his latest column.

2018_Emmanuel-Raheb_copy.jpg
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.

Your website is the digital storefront of your business.

As such, it’s your most important digital asset. Because most shopping nowadays is done online, a website designed with user experience, also known as UX, in mind will help drive sales and bring new customers.

It’s All About User Experience
User experience is how people feel when using your website.

A website built with user experience in mind will get the most out of your marketing because your website is where all your digital marketing activities will lead people. If your website is not optimized to handle the new users that visit, you can miss out on potential sales.

The Numbers
If you pay $1 per click on a paid click campaign and bring 100 people to your site, you have paid $100 to bring those people. Wouldn’t you want to make sure that your $100 investment brings people who will check out, book an appointment or call your store? You don’t want to drive traffic to a website that makes it difficult for customers to do these things. That’s like paying people to come to a closed store.

You want users who enter your site to find the information they’re looking for, book appointments and make purchases. Therefore, you need to make it easy for customers to find what they’re looking for.

You Lose 50 Percent of People Whenever You Make Them Click
If you want a website to bring you many conversions, it needs to be designed to do so. You want to make sure that your website doesn’t just “look cool” because cool doesn’t always sell.

Even if most jewelry sales happen in store, most shopping—meaning researching and browsing—is done online these days.


You don’t want to drive traffic to a website that makes it difficult for customers to do buy items, book an appointment, or call your store. That’s like paying people to come to a closed store. (Photo credit: www.istockphoto.com)
Because most shopping is done online, you want to have individual products listed on your site with as many details about them as possible. If you don’t provide this information, your customer might search for the piece elsewhere because each time you make your visitors click, you lose 50 percent of them.

In other words, if you have 100 visitors on your site and you make them click to find information, you will lose 50 of

them. As I’m always saying, in the digital space, you want to remove friction. The less friction you have, the less visitors you’ll lose and, in turn, the more likely you are to make a sale.

Your Website Should Have Good Structure
A beautiful website can be an important part of the user experience, but it will not make up for a website that has poor structure. A user doesn’t just look at aesthetics; users visit websites to answer questions and perform research.

A great example of a website that is designed to optimize user experience is Amazon. Although the website might not be on the cutting edge of modern website design, I doubt anyone would argue against its effectiveness.

A Well-Designed Site Will Rank Higher with Google
Good web design also has incredible search engine optimization (SEO) benefits.


Photo credit: http://istockphoto.com

Google knows which websites are more user-friendly than others. If you optimize your website to provide your visitors with what they are searching for, Google will reward you in search engine rankings.

As a general rule of thumb, you want to design your website to be as easy to use as possible. You also want to add content, such as brief stories, to add some meat to your site. This will not only improve your SEO, but it will also build brand equity and loyalty.

Your brand is a part of user experience because a strong brand increases the value your customers receive by shopping with you.

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.
Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

Golconda Blue
AuctionsApr 29, 2025
‘Golconda Blue’ Diamond Pulled From Auction

The 23-carat fancy vivid blue diamond, set to headline Christie’s May jewelry auction, was expected to sell for as much as $50 million.

G.B. Heron Jewelers sign
IndependentsApr 29, 2025
Maryland Jeweler to Close After 36 Years

G.B. Heron Jewelers in Salisbury, Maryland, is set to close as its owner, Jeff Cassels, retires.

National Jeweler Columnist Emmanuel Raheb
ColumnistsApr 29, 2025
Google Ads vs. Social Media Ads: Which Are More Effective?

Emmanuel Raheb outlines the differences between the two platforms and posits that the most successful jewelers use both.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest Addition

Supplier Spotlight Sponsored by GIA

Gemfields rough rubies
SourcingApr 29, 2025
Gemfields Mini Ruby Auction Achieves $7M

The miner said its April sale featured a mix of commercial-quality primary rubies and secondary rubies of varying quality.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Counterfeit Van Cleef & Arpels Alhambra jewelry
CrimeApr 28, 2025
Customs Seizes Nearly 2,000 Pieces of Counterfeit Van Cleef & Arpels Jewelry

U.S. customs agents in El Paso, Texas, intercepted the package, which would have been worth $9 million if the jewelry was genuine.

Suzanne Kalan Tech Ring Jacket Collection
TrendsApr 28, 2025
Suzanne Kalan Launches Tech Ring Jacket Collection

Health monitors become statement pieces when paired with the brand’s new collection of stackable diamond-studded bands.

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.

JCK Industry Fund
Events & AwardsApr 28, 2025
JCK Industry Fund Announces 2025 Grant Recipients

Ten organizations were selected this year.

Kim Carpenter and Sam Gevisenheit
IndependentsApr 28, 2025
John Atencio Appoints 2 to Wholesale Team

Kim Carpenter and Sam Gevisenheit have joined the brand.

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.

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.

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.

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.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

×

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