Ring to perfection.
Mobile First • Market Research • Online Strategy • Branding • CRO • A/B Testing
If you are bored with the lack of choice at high street jewelers, and want to wear unique jewelry that doesn’t cost the earth, Ring to Perfection has a curated range of rings, necklaces, bracelets and earrings for every occasion. We sell deluxe jewelry at costume prices.
Our first challenge was to create a brand identity that was unique and stood out in a saturated market. The jewelry industry relies on repeat customers, so we needed to find a way to attract and retain customers. The site had a low conversion rate, even though there was a lot of traffic, so we had to carry out market research to see what the issue was.
The website was initially targeted towards the over-saturated luxury jewelry market, but research showed that the affordable products made up the majority of the sales. Green Religion rebranded Ring to Perfection to reflect this, by targeting a younger audience, namely millennials and Gen Z. We designed the homepage to appeal to the customer base, with more affordable products being highlighted.
We focused on Conversion Rate Optimization (CRO),and designed the site based on visitor behaviour to better understand the site’s usability and improve the UX. To retain customers, we created a loyalty programme, with rewards for each purchase, and undertook the seamless migration of the customer database, so we could send out a regular email to our customers, with special offers and birthday coupons. We emailed all customers to leave a review, with a discount code as an incentive. This boosted the conversion rate from 0.75% to an average of nearly 5%.
“Designs as unique as you are.“