Emily Strachan
07/03/19

How Can Jewellers Further Optimise Their Online CX?

Despite jewellery giants continuing to scale back their high street presence, eCommerce retailers are going from strength to strength. On average, our jewellery clients saw an increase in revenue of 28% last year and it’s estimated, that pure-play online jewellers are set to capture 10% of the market by 2020.

However, while many businesses within the sector may feel immune to the ongoing struggles of bricks-and-mortar stores, now is not the time to get complacent because the online competition is only set to increase! Our recent e-retail report, found that CX performance had slipped across the board compared to when we compiled similar research in 2017, yet it has never been more important for eCommerce brands to scrutinise their online offering and take robust steps to improve their online CX.

But how to go about it?

Our Head of CRO, Dale Higginbottom, has offered his top tips for jewellers to optimise their online CX...

  1. Ease of purchase – Our report found that over 1 in 10 e-retailers have 8 or more steps before purchase! Every additional step to purchase is likely to cause customers to drop out of the sales process, therefore it’s vital that retailers ensure there are as few steps to purchase as possible! Also, offer options for users to login and use previously saved details on other online platforms such as Google, Facebook, PayPal and Amazon Pay for a simpler user journey!

  2. Guest check-out - Only a handful of industries may require users to create an account so, where possible, jewellery sites should offer a guest checkout option. Remove any friction when requesting customer details, stick to just the essentials and remove the ‘create a password’ field. You can ask users to create an account at the order success stage instead! According to statistics from Amazon Pay, 35% of online shopping basket abandonment is due to sites asking customers to create accounts!

  3. Live chat services – Make use of live chat or virtual assistant services. Studies show that this “humanising” aspect of an online brand, in which customers can receive an instant response to their queries - can boost conversion rates by as much as 40%.

  4. Online search – It’s important to ensure a site’s search platforms include autocomplete, well-targeted product suggestions or relevant recommendations to make locating specific items as easy as possible. Also, make search tabs clearly visible on all pages of a website. Shoppers utilising search functionality are likely to have higher intent to buy and so adding these additional search improvements specifically targets the users that are most likely to commit to purchase. Hence, providing these “warm” customers with what they want or need at the right time can prove crucial!

  5. Page load speed – Following Google’s recent update, page load speed is of utmost importance to online retail businesses and it’s one of the biggest contributors to customer frustration, basket abandonment and lost sales! Decreased page speeds are often the result of increased graphics and features that haven’t been optimised for mobile, such as oversized images and/or videos on homepages, unnecessary animations, overzealous tracking code, prematurely-loading content, and superfluous image carousels. Identifying and improving these common errors will prevent you driving away potential customers! Also, make the most of site assessments provided by Google and its partners that aim to tackle page load speed.


Great customer service is clearly a key facet of bricks-and-mortar retail. However, online stores must also ensure that their site provides an enjoyable and simple buying process, with easy access to help should individuals need it. Not only does working on your online CX engender brand loyalty, it also ultimately increases sales!



If you want to find out more about how our CRO experts can help you optimise your online CX, get in touch today via bd@visualsoft.co.uk or call 01642 988 416.

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