Case Studies: Chapter 6 – Jewelry brand

Case study: How a Jewelry Brand identified a new experience that increased conversions by 27%

Our first case study is an example of how ecommerce teams use Experience Analytics to find the best new ideas to invest in. This story is a case study from a world brand specializing in diamond retail and diamond trading, mining, and industrial diamond manufacturing. 

Purchasing quality jewelry is undoubtedly a considered purchase. These days the journey starts online. So, in 2018, the brand recognized the need for a full business transformation, the core of which was a complete rethink of their digital experience. 

 

The Challenge

Before the launch, the digital team at the Jewelry Brand was keen to take a closer look and ensure the stellar sales experience in-store was reflected online.

 

Step 1: What are customers showing us through their journeys?

As a thriving destination for jewelry, the team expected to see a lot of engagement with the beautiful content on their site. Indeed, when the Ecommerce Manager at the brand, looked at customer journeys, she noticed that this was certainly the case. 

Additionally, she noticed something interesting. She used Journey Analysis to compare how jewelry and bridal customers navigated the site. She noticed that users navigating to engagement rings pages tended to navigate more pages on the site.
 

Image: Journey analysis showing bridal customers viewing different choices for engagement rings

Step 2: What do the journeys mean? What is the intent?  

Zone-based Heatmaps confirmed that the customer segment spent a long time interacting with images and descriptions on the Engagement Rings page. 

• This was seen first through the exposure rate metric, which indicated a high scroll rate, especially on mobile devices.

• It can also be seen through metrics such as Float Time and Hesitation Time

 

Definition: Float Time

The average total time spent hovering over an element with a mouse cursor. This metric translates interest or lack of clarity, depending on the element type.

Definition: Hesitation Time

The average time elapsed between the last hover (mouse movement) and the first click on a zone. This metric translates whether the content is understood quickly or visitors hesitate before clicking. It is calculated as the time of the first click on a zone subtracted by the time of the last hover on the zone.

Bridal customers are showing through their behavior that they are really engaged (no pun intended, OK yes, pun intended). They are weighing different options for their ring of choice. It’s a difficult choice.

 

Step 3: Test new experiences informed by these data 

What experience would we want as a potential bridal customer in that situation?

The digital team hypothesized that extending a helping hand would best serve these highly engaged customers. So they decided to create a new experiment for an appointment booking popup on the page after bridal customers spend a certain amount of time.     

 

The result and value

The new experience test was very successful. It led to +27% appointment requests from bridal product pages.

 

The moral of the story

 

For a high-end jewelry brand, it could be a question worth asking whether customers will want to engage with a pop-up. But customers showed through their behavior that this was likely to be welcome. Instead of mere opinions, the digital team in our case study let customers show the way to invest in the right new experience.