Maximising eCommerce Conversions
Conway’s Jewellers are a family-run business based in the centre of Dublin. With over forty years experience in the market, the company is synonymous with high quality, bespoke engagement rings, wedding bands and other pieces of jewellery. Using conflict free diamonds, Conway’s promises you the ring of your dreams.
Conway’s Jewellers had a website that was outdated and unproductive. The owners wanted to redesign and re-architect the website with the primary purpose to support eCommerce and increase the reach of their sales. To go along with the new website it was felt that a refresh of the brand was needed. To tie all of these changes together, the content on the website needed to be updated and keyword optimised for search engines.
Graphic Mint started work on the project by conducting competitor analysis to identify best practice in this market. From this a two-track approach was adopted. Initial focus was on the new branding as this would influence the look and feel of the website. A number of concepts were tried and tested before the final Design was chosen. The new logo was designed to work well on the website, as well as on business cards, headed paper and throughout the shop.
For the new website the competitor analysis informed the Information Architecture and Visual Design. It was critical that the best User Experience (UX) was provided as customers moved through the online store. Paper Prototypes were used to design the new User Interface screens. These were refined through wire-framing and again at the Visual Design stage. Content templates were provided to Conway’s focusing on SEO best practice for the individual product pages. Graphic Mint’s final stage in the process was to develop the new website on a robust, scalable and secure eCommerce and content management system (CMS).
The new website and branding has refreshed and revitalised Conway’s Jewellers as they head into their next forty years. The Design and eCommerce platform showcases the range of products to a wider audience and has brought in new customers from around the world. Sales and conversions have grown exponentially and the website has gone from being an afterthought to an integral part of the business.