Jewelry Industry e-commerce review

The set of industry trends, benchmarks, and use cases built by digital marketing experts to help you better understand and grow your e-commerce business.

Top 5 industry trends

Dig deep into the 5 industry shaping trends and learn if your business goes into the right direction.

Play, test, and notice what works for your customers. Anything you do should enrich their experience and help them feel connected with your brand, even through the physical distance. 

What can be more trendy, after all, than being timeless?

Online jewelry sales are predicted to continue growing steadily in the years to come. This prediction gives us an exhilarating playground with lots of data, insights into customer behavior, and many ideas to test for conversion optimization. But before going to our favorite CRO part, let’s look at other elements of successful jewelry sales online.

#1 Personalise experiences

You are not that brand that sends a bottle of champagne for a loyal client to enjoy during video calls while discussing jewelry choices. It’s ok. Adjust the level of personal experience to what your clients would expect outside digital. And add a bit extra, just because you like them so much:

  • Keep track of their purchase history so you can know their tastes and offer what they would love instantly.
  • Offer video consultations to create space to discuss their choices and ask for advice.
  • Add a personal touch to deliveries. From handwritten notes to small gifts – minors signs of appreciation are great for connecting a physical and digital worlds.

#2 Keep realistic promises

E-commerce now has many standards that are there because they work. There’s no need to over-promise delivery times (“in a blink of an eye”) or other elements you might not be able to control entirely. Be realistic and prioritize convenience:

  • Ensure the packaging will survive delivery and prevent any damage to the purchase.
  • Pick reliable delivery partners. If the piece of jewelry is dedicated to some special occasion, you would want it to stay on its way and be on time.
  • Make it easy to return purchases and offer refunds.

Keeping promises is the best way to ensure customers return and recommend you to their friends. And on the contrary, trying to save your costs here can lead to many disappointments.

#3 Embrace digital

Create a wholesome customer experience through various digital channels. Keep in mind how and where your clients look for beauty in their daily lives, dream about important dates and prepare for them, share their joys and new purchases, or look for the latest accessory to supplement their outfits:

  • Let your designs speak for themselves by investing in high-quality photos and videos.
  • Use social media to build visibility, engage with clients and put your products on their wish lists. Go one step further and make buying straight from your content accessible. If they like it, they should have it.
  • Build partnerships that expand your brand and its reach. Collaborate with other brands and influencers to show how your designs look in real life, on real people.

Jewelry Industry e-commerce review

TOP 7 Australian Jewelry website review

A team of Unconditional Agency UX & CRO experts have reviewed and evaluated the TOP 7 highest traffic Jewelry websites in Australia. This analysis has formed a market and industry benchmark. 


Heuristic analysis is an expert-based analysis that uses experience-based techniques for problem-solving, learning, and discovery. This analysis enabled a structured framework by which we can judge a digital user experience.









Relevance Heuristic

This is all about implicit codes in different cultures. Unspoken codes have different meanings. These codes start at the search engine result page and continue to the landing page and the whole website experience. Users unconsciously ask themselves, “Is this relevant to me?”

The question experts try to answer, and the experience they evaluate, is “does the web experience resonate with the user intent?”.

Emotionally focused websites have higher conversion rates. Focusing the website on the specific emotion that is communicated happens by going through every element of the website. We allocate emotion to pictures, words, illustrations, and functionality.

While we see strong leaders having very high scores, at the same time, only one near-perfect score.

The wording, especially headlines, must follow the intent. The totality of the user experience is coherent, from the landing page to checkout. Companies that created storytelling got ahead of competitors quickly.

Strong performers have personal and experience-focused touches, like real people talking on the blog, booking personal appointments before buying and gifts. Week performers had vague and ordinary value propositions that were too general to get the user to turn into a customer.

Trust Heuristic

Many aspects go into this criteria, but one of the most important is “the look.” In simple terms, it is the website’s visual presentation across all design aspects: text, structure, pictures, and colors. All of these elements have to contribute to the trust-generating feeling of the website.

For example, you can show social proof elements and inform the visitors about what your customers are doing: browsing, putting in the basket, buying, or have bought in the past period. All these elements will encourage your visitors to make a decision more quickly.

We see a split between 2 groups – above 50% and below 50%. There is a vast place for improvement for all the brands.

The design of all these websites is built based on credibility principles, and the information architecture is clear and according to expectations.

Yet, brands that stand clear imply trustworthiness, use seals and badges, and display social proof are among the leaders.

Brands that used celebrities or other authorities as testimonials got extra points to put them on top.

For example, you can show social proof elements and inform the visitors about what your customers are doing: browsing, putting in the basket, buying, or have bought in the past period. All these elements will encourage your visitors to make a decision more quickly.


Jewelry Industry e-commerce review

GEORG JENSEN and Optimisation of Conversion

Having tools for A/B testing is different from testing. Conversion rates are imperative, and improving them has always been a part of the process at Georg Jensen. We all have limited resources to achieve what we set out to achieve.


The team at G.J. were running experiments before starting to work with Unconditional. Most of the tests were based on industry knowledge and gut feeling. Before Danni Veng, Head of E-commerce joined the group, they even had an Optimizely subscription for a year (which costs around $50000.00 per year, according to Captera).Unfortunately, in a company of the size of Georg Jensen, many initiatives are more critical than improving user experience and conversion rates. To optimize conversion rates up the priority list, you need someone in your team to focus on the process and understand the results, even if you outsource the entire activity to the agency

Excuses, excuses

CRO is usually hard to understand for someone who has not seen the process in play, and sometimes even hard to believe it will work. It was challenging to build a corporate business case for Conversion Rate Optimisation at G.J. as a track to follow and allocate funds. For example, G.J. first had to rebuild some parts of the website from scratch and then optimize them. They had to rebuild an entire template of how the product page looks, and such projects get in the way of A/B testing, especially on those pages. Having someone skilled in CRO to manage processes like this is crucial so as not to waste time and resources. 

Benefits of quick-wins

For GJ, it took much work and enough time to get deep into their data and discover something actionable quickly was hard.

Let’s connect

Looking for ways to grow your business online? Let’s talk about the challenges.