The Ask
For sophisticated jewelry and watch collectors, Brown & Co. Jewelers has been a longtime hometown favorite for bringing coveted, international brands to Atlanta. However, the amazing in-store experience wasn’t translating online very well.
The Challenge
The objectives were to improve search impressions, improve conversion, and increase in-store sales.
Brown & Co. wanted to make the website more intuitive for shoppers to browse jewelry and watch collections and find store information. The website required a responsive layout that provided a mobile-first experience and simplified the navigation and look and feel. Developing a professional and clean UX was crucial to the success of this project.
Website wasn't mobile-responsive but 43% of users were on mobile devices
Shoppers unable to browse collections easily or get a preview of merchandise before a visit
Multiple site errors made the website difficult to navigate or search engine optimize
The SolutionThe majority of site traffic was coming from mobile devices, so we approached the redesign from a mobile-first experience.
Part of the strategy was not only to show users information they were looking for more easily, such as store location and hours, but also to provide a much-needed education component for newer collectors. Swarm worked with Brown & Co. to develop content for pages on engagement rings and diamond buying guides. Those crucial education pages now account for 25% of overall site traffic.
With 29 international jewelry brands, we had to coordinate with many different international brands to obtain new site content to create a better online shopping experience. Some of the site content was embedded content from other websites, which was slowing down the previous website. We looked for better ways to integrate brand content to improve site speed. The improvement in site speed was critical to a better user experience and search engine optimization.
