MajorsAug 18, 2025
Verragio’s Michael Barabash, a ‘Kind Soul,’ Dies at 58Barabash, Verragio’s client relations representative, was a vital member of the team and is remembered as being warm and full of life.
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
Editors' Picks
Sponsored by
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
CollectionsAug 18, 2025
John Hardy’s New ‘Dot’ Collection Is on PointOriginally introduced in 1992, the “Dot” collection is back with a capsule featuring five archival designs and three new creations.
Events & AwardsAug 18, 2025
IJO Announces 2025 Vendor of the YearAllison-Kaufman has received the honor for the fourth year in a row.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
Weekly QuizAug 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in ManufacturerIts investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
