CollectionsMay 31, 2024
Piece of the Week: Francesca Villa’s ‘The Blink of an Eye’ PendantCouture attendees should stop by booth 410 to see Francesca Villa’s rendition of antique “lover’s eye” jewelry.
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
Events & AwardsMay 31, 2024
To Do in Las Vegas: What’s New in 2024National Jeweler rounded up five ways to spend the evening or treat your team.
FinancialsMay 31, 2024
Movado’s Q1 Sales Fall 6%The company attributed the decline to a “challenging” retail environment.
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price StabilityAs the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Events & AwardsMay 30, 2024
14 Can’t-Miss JCK Talks Education Sessions From social media strategy to colored gemstone updates, these are a few of the sessions JCK Las Vegas goers should attend.
Weekly QuizMay 31, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMay 30, 2024
These Are the 2024 Retailer Hall of Fame InducteesThis year’s honorees include two multi-store independents and the CEO of the world’s largest diamond jewelry retailer.
Supplier BulletinMay 30, 2024
Is Your Jewelry Producer Committed to Sustainability and Ethicality?Sponsored by Hari Krishna Exports Pvt. Ltd.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionGIA®’s most advanced microscope has new features to optimize greater precision and comfort.
CollectionsMay 29, 2024
Who’s New in Couture’s Design AtelierA springboard for more nascent jewelry designers and brands, the Design Atelier features 21 new faces this year.
TrendsMay 29, 2024
Bows, Snakes, and Tennis Bracelets: A Guide to What May Be Trending in VegasA recent jewelry trends report sheds light on what likely will be hot when the industry descends on the desert.
Events & AwardsMay 29, 2024
Couture Announces Education SessionsThe programming topics include gemology, sustainability, artificial intelligence, and more.
Events & AwardsMay 29, 2024
Diamonds Do Good to Honor Beyoncé’s Stylist in Las VegasShiona Turini will receive the “Diamond Influence Award.”
ColumnistsMay 28, 2024
The Smart Lab: How to Effectively Navigate Jewelry Brand Requests Emmanuel Raheb outlines six ways retailers can make brand relationships smoother and more beneficial for both parties.
Events & AwardsMay 28, 2024
BIJC Collective Returns to Las VegasThe Black in Jewelry Coalition will showcase four designers at JCK Las Vegas and JCK Luxury.
Events & AwardsMay 28, 2024
Natural Diamond Council To Host Club in VegasAppointments can be made ahead of time for access to exclusive events.
SourcingMay 24, 2024
Signet, De Beers Have a Plan to Promote Natural DiamondsThe two industry giants are working together on a new marketing campaign.
SourcingMay 24, 2024
De Beers’ Sales Slide in Fourth Round of Sales This Year The company sold $380 million in rough diamonds, compared with $479 million in the same period last year.
TrendsMay 23, 2024
State of Jewelry Design: 3 Themes That Will Shape the Next 5 YearsColor, storytelling, and the use of nonconventional materials are the signatures of today’s most innovative and influential designers.
AuctionsMay 23, 2024
Sotheby’s to Offer Rare VCA Necklace, ‘Lavender Dream’ DiamondA tie necklace from Van Cleef & Arpels and a pinkish purple diamond are highlights of the upcoming New York jewelry auction.
MajorsMay 23, 2024
PGI to Debut New Platinum Alloy in Las VegasInoveo Platinum will be distributed exclusively by Stuller in the U.S.
MajorsMay 23, 2024
Gem-A CEO Alan Hart ResignsHe is stepping down in August after eight years as CEO.
SourcingMay 22, 2024
State of Colored Stones: Why the Market Is More Colorful Than EverAs prices of “The Big Three” skyrocket, supply dwindles, and focus on sustainability grows, an age of open-mindedness is dawning.
AuctionsMay 22, 2024
Christie’s Website Back Online, Announces Plans to Auction 10-Carat Pink DiamondThe fancy intense pink “The Eden Rose” is estimated to sell for up to $12 million at the New York “Magnificent Jewels” sale next month.
CollectionsMay 22, 2024
Pandora’s New Jewelry Collection Reimagines the EssentialsThe “Pandora Essence” collection brings a contemporary and sculptural feel to staples like gold hoops and pearl necklaces.
Events & AwardsMay 22, 2024
InStore ‘Cram Day’ To Focus on Lab-Grown Diamond EducationThe limited-seating learning event precedes its second annual trade show, which starts Aug. 11.
IndependentsMay 21, 2024
State of Retail: 4 Retail Design Trends for 2024From lighter color palettes to the integration of AR, experts offer inspiration for jewelers in need of an aesthetic refresh.
AuctionsMay 21, 2024
Dame Shirley Bassey’s Diamonds Are Ready for Their EncoreSotheby’s will auction jewelry belonging to the “Diamonds Are Forever” singer in Paris this October.
