It takes seven seconds for someone scrolling on their phone to decide whether a necklace is “me” or “meh”.

You can access our full market report on over +100 Jewellery & watch brands in our latest Salience Jewellery & Watches Market Report here.

For our latest full assessment of the space, including top jewellery brands & biggest market movers, click here for our full market analyis.

 

Why conversion rate matters

UK jewellery e-commerce will ring up £5.1 billion in revenue in 2024, and more than 30% of shoppers prefer to buy bling online. Yet the sector’s average product-page conversion rate is ≈ 1.2%; barely half the cross-industry norm. With organic traffic across the market up 9% YoY, every tenth-of-a-per-cent in conversion rate you claw back is money in the till.

 

Market context

Sleeping giants & shooting stars
Abbot Lyon’s organic visibility increased +87% last year, propelling the brand seven places up our leaderboard. Meanwhile ,long-time crowd-pleaser Missoma slid six spots as rivals hoovered up its share of SERP. The gap? Sharper product pages.

H3 Winners & Laggards (YoY visibility change)

Rank shift Brand Visibility delta
↑ +7 Abbot Lyon +87%
↑ +24 House of Watches +192%
↓ –10 Missoma –30%
↓ –28 Watchshop –78%

Quick calc: nudging conversion from 1.2% to 2% on Abbot Lyon’s 234k monthly organic visits unlocks roughly 1,800 extra check-outs a month,  that’s 60 a day, or an extra sale every 24 minutes.

 

The anatomy of a high-converting jewellery product page

Borrow the skeleton from our mini-spotlight, then dial it up:

A clear, search-friendly product title

  • Start with the thing (“Crystal Birthstone Necklace”) and then follow with the finish (“Rose Gold, 18 in”).
  • Front-load one commercial keyword, not three. Google’s NLP is more intelligent than Word-Soup.
  • Keep to ≈ 60 characters so the title shows on both SERP and tab.

Images that sell, not just show.

High-res. Fast-loading. At least four angles plus one lifestyle shot. For jewellery, sparkle sells: 4K video loops of stones under natural light lift engagement 23%, according to Dynamic Yield’s 200 M-session study—alt text: “Customisable sterling-silver birthstone necklace on model” ticks accessibility and keyword relevance.

Trust signals on the SERP.

Add Product schema with aggregateRating to surface those ★★★★☆ stars right in Google. Pages displaying review stars enjoy an average 35% higher click-through rate and give algorithms a YMYL trust nudge.

Internal links that guide – and glue – the journey

Abbot Lyon nails this: every necklace page links to (a) the matching bracelet, (b) a gifting guide, (c) a size chart and (d) the About story. 

 

UGC & social proof

Pull in Insta reels or #neckmess shots. When Oliver Bonas embedded shoppable reels, the add-to-cart rate spiked 14% week-on-week (clickthrough-marketing.com) — and the code took 30 minutes to write.

 

Seasonality strategy — keep sparkle on calendar

Peak Occasion Content tweak Stock note
Feb 1 – 14 Valentine’s Add “gift-wrapped in rose tissue” to the description Double rose-gold SKUs
Apr – Jun Wedding season Surface matching bridesmaid sets Bundle discount
Nov – Dec Black Fri → Xmas Urgency badge: “Ships in 24 h” Buffer gemstones stock

Plan alt text updates 30 days ahead so Google can re-index in time for the spike.

 

Tactics in action

  1. Keyword gap audit. Target low-competition opportunity terms like “vintage watches” (+31% trend) and “promise rings for her” (+72%) .
  2. Schema everywhere. On mobile, product, Review, Breadcrumb, and FAQ raise SERP real estate by up to 54 pixels.
  3. Core Web Vitals. Jewellery pages are image-heavy; lazy loading keeps Largest Contentful Paint under 2.5s.
  4. Post-purchase nudge. Trigger a review request email at +14 days — 98% of consumers only read reviews <2 weeks old.

 

Engagement → conversion funnel

  1. First five seconds (hero image, price, shipping badge).
  2. Scroll depth (materials, sizing GIF, UGC reel).
  3. Action links (bundle offer, size guide, live chat).
  4. Micro-conversion — add to cart.
  5. Macro-conversion — checkout complete.

Every element above pushes the visitor one step down the funnel. There are no dead ends.

 

Conclusion

Jewellery buyers linger, compare and worry. Your product page has to do the reassuring and the ranking. Nail the elements above and you’ll out-convert the crowd. Wait and Missoma’s traffic slide shows what happens when fresher pages steal the SERP.


We produce a jewellery and watches report twice annually, ranking the leading 100+ brands


Download the Salience Jewellery & Watches Market Report here to save you and your team 72+ hours of market research.

P.S. We’ve carried out a few great campaigns in the Jewellery & Watches space. Have a look through our case studies with Ramsdens & 77Diamonds.