Case Study: Transforming Jewelry E-Commerce and Enhancing Digital Presence with WooCommerce

WooCommerce Web Development / Algolia Search / Custom Ring Builder

What We Did

Project Overview

Earth’s Treasury, known for its unique Montana Sapphires and custom jewelry, partnered with Zen Agencyâ„¢ to enhance its online presence. The goal was to create an intuitive, seamless online purchasing experience that accurately reflected the brand’s unique value propositions.

Industry

  • Fashion & Accessories
  • B to C
  • Retail
  • E-Commerce (9000+ SKUs)

Our Role

  • UI/UX Design
  • WooCommerce Website Development
  • Algolia Search & Discovery Integration
  • Custom Ring Builder Development
  • WooCommerce Performance Hosting
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Objectives

Zen Agencyâ„¢ aimed to enhance Earth’s Treasury’s online presence, streamline the customization process, and educate customers about the brand’s unique value proposition and ethical practices.

Challenges

Earth’s Treasury faced several critical issues that hindered its ability to fully capitalize on its market potential. Despite robust demand for unique products and steady organic traffic, the website’s conversion rates did not reflect its potential. Zen Agencyâ„¢ identified several key challenges that needed addressing:

Excessive Load Times

Users experienced significant delays, especially when browsing extensive product categories. This frustrated users and negatively impacted SEO rankings and the site’s visibility.

Unclear Brand Messaging

The website failed to effectively communicate Earth’s Treasury’s unique selling propositions (USPs), such as its ethical sourcing, the exclusivity of Montana Sapphires, and the bespoke nature of its jewelry. This lack of clarity made it difficult for customers to understand Earth’s Treasury’s true value and differentiation from its competitors.

Complex Customization Process

Matching stones with settings, a cornerstone of Earth’s Treasury’s offering, was overly complex and not user-friendly. Customers found navigating the customization options challenging, leading to decision fatigue and abandoned purchases.

Underutilization of High-Traffic Pages

Key pages that attracted significant traffic, including educational blog posts, did not effectively guide visitors toward making a purchase. These pages lacked clear calls-to-action and pathways into the sales funnel, missing opportunities to convert interest into sales.

Strategy

To tackle these challenges, Zen Agencyâ„¢ leveraged its expertise as Baymard Institute Certified UX Professionals, embarking on a comprehensive strategy that encompassed technical site optimization, UX design improvements, and a custom ring builder feature integration.

Through this project, Earth’s Treasury sought to elevate its online presence and create a compelling narrative around its products that could drive conversions and foster a deeper connection with its customers.

The Solution

In response to the challenges faced by Earth’s Treasury, Zen Agencyâ„¢ devised a comprehensive, multi-phase strategy to overhaul the digital experience. This strategy was tailored to address the technical and user experience issues and amplify the brand’s unique selling points, improving conversions and customer engagement.

Site and Server Optimization

Phase 1. Site and Server Optimization

Objective: Enhance the website’s speed and overall performance to meet the expectations of today’s online shoppers and search engines.

Actions:
  • Conducted a thorough analysis of the existing site and server configuration.
  • Implemented server hardware and software upgrades, focusing on the latest AMD EPYC CPUs and NVMe SSDs for faster data processing and load times.
  • Applied advanced caching techniques and image optimization, converting images to Next-Gen formats for quicker load times without compromising quality.
  • Streamlined the codebase, removing unnecessary plugins and scripts that contributed to slowdowns.

Phase 2. Algolia Integration

Objective: Improve search functionality and product discovery.

Actions:
  • Integrated Algolia’s powerful search and filtering capabilities to enhance product discovery.
  • Provided real-time search capabilities, allowing users to quickly find specific gemstones and settings.
  • Enabled advanced filtering options, allowing precise product selection based on attributes such as gemstone type, color, carat weight, and price range.
Case-Study-Jewelry-E-Commerce
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3. Custom Ring Builder Development

Objective: Simplify the customization process, making it easier for customers to match stones with settings and visualize their final product.

Actions:
  • Designed a user-friendly interface for the ring builder, incorporating intuitive steps and clear visuals that guided users through the customization process seamlessly.
  • Developed a custom ring builder feature, leveraging Algolia’s search and filtering capabilities.
  • Ensured dynamic filtering within the ring builder tool, so as users selected different options, the available choices would update in real-time, eliminating confusion and streamlining the customization process.
  • Incorporated high-quality images and 3D models of the gemstones and settings, providing users with a clear and accurate representation of their custom jewelry pieces.

Phase 4. UI/UX Redesign with a Mobile-First Approach

Objective: Modernize the website’s design to improve navigation, readability, and accessibility, especially on mobile devices.

Actions:
  • Adopted a mobile-first design philosophy, recognizing the growing trend of mobile shopping.
  • Utilized Figma to design both the desktop and mobile versions of the site, ensuring a consistent and responsive user experience across all devices.
  • Simplified the navigation structure to highlight key areas such as “All Gemstones,” “Engagement Rings,” and the “Build a Ring” feature, making it easier for users to explore and engage with the site.
Mobile-first design of Jewelry E-commerce website

Results

The comprehensive enhancements made by Zen Agencyâ„¢ led to a significant transformation of the company’s digital presence. The project successfully streamlined the customization process, improved site performance, and enhanced the user experience. These changes increased customer satisfaction and engagement, positioning the company for sustained growth and success in the competitive jewelry market.

Increased Conversion Rate

56%

Increased Overall Revenue

113%

Increased Average Order Value

16%

“The challenge of making an idea a reality is what I look forward to at Zen Agency. Sitting down with Legacy Cuisine and surrounding myself with their vision for their new company really influenced the branding process. A homemade, friendly brand that’s legendary is just the beginning for this new product.“

David Brodt

Creative Director – Zen Agency

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Dave-Brodt
Dave Brodt

David Brodt is a full-service creative director, and web developer with 25 years of experience in the field. Having worked with international clients and famous celebrities, like Kathy Ireland, David has a pool of experience in branding, packaging design, advertising, and web development. David has a less is more approach. Communicate first, then make it look good. He focuses on delivering the brand's message to the customers. A former college instructor of graphic design, David still to this day will take the time to educate clients through every step of their branding or web development process. David is one of the few hundred in the world that are Baymard Institute e-commerce user experience certified making him a valuable asset in designing and developing a powerful and engaging e-commerce experience. On the side, David composes music and film scores and owns a budding boutique barbecue sauce company. A truly devoted man to the branding and web development field, David is a powerful source of knowledge, wisdom, and experience for any project that comes his way.