AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
TechnologyJul 03, 2019
The Smart Lab: Onsite vs. Offsite Reviews
Emmanuel Raheb, CEO of Smart Age Solutions, explains which one he thinks jewelers should utilize and why.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
The Internet has made it easy to gather information about potential purchases, and modern shoppers are taking full advantage of that.
One of the most important factors in an online shopper’s purchase decision are reviews.
Some interesting statistics about online shopping and reviews: 91 percent of consumers in the 18-34 age group trust online reviews as much as they trust personal recommendations, according to BrightLocal’s 2018 consumer survey, and 57 percent of online shoppers ignore companies with less than a 4-star average.
Online reviews do not fit into the customer purchase journey in a linear fashion, however.
Potential customers can encounter reviews at any stage of the buying process, whether they are shopping for specific pieces or a jeweler from whom to buy their engagement ring. In either case, a review can influence a shopper’s perception of your business.
When discussing reviews, it’s important to know the distinction between onsite and offsite reviews.
Onsite reviews are those customers leave directly on your website about specific products or your business in general after purchases. Offsite reviews, meanwhile, are reviews left on Google or other sites that can sway shoppers who haven’t visited your website.
Although consumers use both types to evaluate a business before making a purchase, jewelers who want an advantage should utilize onsite reviews instead of relying only on offsite reviews.
In this article, I will explain how through onsite reviews, retailers have an opportunity to increase their conversion rates. 
Onsite Reviews Offer an Advantage
One of the reasons onsite reviews improve the conversion rate of many products is that they keep shoppers on your website longer.
When shoppers are thinking about making a purchase, they look for credible information that can inform their decision.
Data from Northwestern University’s Spiegel Research Center has revealed that credible reviews can increase conversions by up to 270 percent and that reviews are much more important for higher-priced items.
Although consumers are able to look up offsite reviews, you run the risk of them not returning to your website afterward.
To really maximize that potential 270 percent conversion-rate growth, jewelers should have reviews available directly on their webite. The aim is to have your consumer make it to the purchase stage of the sales funnel in as few clicks as possible.
Reviews left by other shoppers contain a wealth of information for prospective buyers. They can know what the purchase experience was like
and also be notified of any difficulties other shoppers might have.
An example of a company that does onsite reviews well is Amazon (of course!).
Because users are research-focused, they want to see reviews of a product before buying. Amazon makes this incredibly easy to do by allowing users to sort through hundreds of reviews without having to navigate away from the product page they’re currently on.
Additionally, Amazon allows users to filter reviews by star rating, as well as sort them based on which were rated the most helpful by other users.
Your e-commerce platform won’t necessarily have these capabilities, but the principle of making the research phase as seamless and efficient as possible is something all jewelers can integrate into their strategy.
As consumers’ expectations grow, so does their desire for more seamless website experiences.
If you make it easy for consumers to do research on your website they can trust, they most likely will end up making a purchase.
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.
An example of a company that does onsite reviews well is Amazon (of course!).
Because users are research-focused, they want to see reviews of a product before buying. Amazon makes this incredibly easy to do by allowing users to sort through hundreds of reviews without having to navigate away from the product page they’re currently on.
Additionally, Amazon allows users to filter reviews by star rating, as well as sort them based on which were rated the most helpful by other users.
Your e-commerce platform won’t necessarily have these capabilities, but the principle of making the research phase as seamless and efficient as possible is something all jewelers can integrate into their strategy.
As consumers’ expectations grow, so does their desire for more seamless website experiences.
If you make it easy for consumers to do research on your website they can trust, they most likely will end up making a purchase.
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.
More on Technology
The Latest
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
