Angela Locke Jewellery CRO Audit
A 43-minute CRO teardown of Angela Locke Jewellery, a UK store selling multi-way semi-precious beaded pieces, covering the homepage, collection page, product page and a redesign built to sell.
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What we found.
Angela Locke Jewellery sells a strong product: semi-precious beaded pieces designed to be worn three ways, as a necklace, as a wristband, or with a clip-on or slide-on pendant. The photography is good, the colour range is wide, and the line about multi-way semi-precious beaded jewellery for intelligent dressing says exactly what the store does. The owner is already paying to bring visitors in.
The problem is that the site presents all of this as a catalogue. The hero shows a product photo and a butterfly image with no line explaining what the piece is, who it is for, or why a first-time visitor from a Meta ad should trust the store. The sentence that does explain the concept sits below the fold, and the rest of the homepage is collection links, new arrivals and a review prompt.
The same pattern repeats down the funnel. The collection page is a grid of pieces at one price with only a name and an image to tell them apart, and no way to filter by stone, colour, type or use case. The product page is the default Shopify skeleton: name, price, size check, a long description and a you may also like row. Nothing covers delivery dates, returns, swaps or gifting.
The proposed direction treats every page as a salesperson. The homepage answers what, who and why, then offers a Build Your Look quiz; the collection page carries badges and a one-line deciding detail on each card; the product page states an arrival window, returns and UK handmade reassurance, and sells sets. The idea to keep: the website is not the business, it is the salesperson of the business.
Problem, opportunity, impact
The site behaves like a catalogue rather than a salesperson. Every page shows that pieces exist, but none explains what the multi-way design is, who it is for, why to trust the brand, or when an order will arrive.
A hero that answers what, who and why, a Build Your Look quiz, cards that carry the deciding detail, and a product page that settles delivery and returns doubt would let the same paid traffic convert more often and buy sets, not single pieces.
Visitors from ads would grasp the three-way product in seconds, find the right piece by type, colour or price, and buy with delivery and returns already answered. Set bundles would lift each order's v
Scored across five dimensions.
Five dimensions, each scored out of ten.
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01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
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02
Mobile UX audit 70% of your traffic — judged on its own terms.
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03
Trust & credibility check The signals that make first-time buyers convert.
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04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
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05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
Every issue, paired with its fix.
14 issues found, 18 fixes proposed.
A Discount Pop-Up Greets Every First Visit
A 15% off your first order pop-up appears as soon as the page loads. Session recordings across many stores show visitors close these immediately and call them annoying, so the discount is given away for nothing.
The Hero Does Not Say What The Product Is
The hero shows a product photo and a butterfly image. A first-time visitor from an ad has no way to know why the butterfly relates to the jewellery, what the piece is, who it is for, or whether the store can be trusted.
The Best Line On The Site Sits Below The Fold
The phrase about multi-way semi-precious beaded jewellery for intelligent dressing explains the product perfectly, but it sits under the hero, because placing text over the current hero image would clash with it.
The Homepage Builds No Trust Or Brand
After the hero, the homepage is collection links, new arrivals and a share your experience prompt. There is nothing about the designer, the making, reviews or packaging, so the store reads as another jewellery shop rather than a brand.
The Collection Page Offers No Way To Narrow Down
The collection is a grid with no filters for colour, stone, pendant type, use case or price. A shopper with a specific piece or occasion in mind has to open products one at a time to find it.
Product Cards Give Nothing To Compare
Every piece is priced at £150, and the cards show only a name and an image. Without the stones, pearls or other deciding details on the card, the only visible difference between pieces is colour.
The Product Page Is The Default Shopify Skeleton
The product page shows the name, price, a tax included note, shipping calculated at checkout, a size check and a long description, then a you may also like row. It is a structure, not a sales page.
No Delivery Estimate Anywhere On The Product Page
A buyer shopping for a birthday or occasion cannot tell when the piece will arrive. Even someone who likes the product and has the money will leave rather than risk missing the date.
Returns, Swaps And Faulty Pieces Go Unmentioned
The product page says nothing about what happens if a piece is wrong, damaged or not as expected. Those are exactly the questions a cautious buyer asks before spending on jewellery online.
No Natural Route To Buying A Set
The product is built around a base plus interchangeable pendants, yet the page never suggests the matching pendant or bracelet at the moment a shopper adds to cart. Order value stays at one piece.
There Is No Gifting Flow
Much jewellery is bought as a gift, often by someone buying for a partner after seeing an ad. The site has no gifts entry point, no gift-ready signals and no reassurance about packaging.
Navigation Only Lists Collections
The menu does not let a visitor shop by type, by attachment, by colour or by price. Visitors who know what they want and those who do not both get the same undifferentiated list of collections.
Selling Stops After The Buy Box
Below the add to cart area the product page effectively ends. There is no frequently bought together, no reviews, no FAQ, and no further reason to buy for someone who scrolled past the price undecided.
Paid Traffic Lands On Pages That Leak It
The store is spending £70 or more to bring visitors in. Those visitors clicked an ad because they liked what they saw, then arrive on pages that do nothing to carry that interest through to a purchase.
Pause Paid Spend Until The Pages Are Fixed
Stop the ad spend while the homepage, collection page and product page are rebuilt, then resume it. Traffic arriving after the fixes will have a far better chance of converting than traffic arriving now.
Remove The First-Order Discount Pop-Up
Take the 15% off pop-up off the entry point entirely. Keep the offer, but hold it for a later moment in the journey where it can tip a decision instead of being dismissed on arrival.
Rewrite The Hero To Answer Three Questions
Within the first few seconds, state what the jewellery is, who it is for and why the store can be trusted. Put the multi-way, semi-precious, intelligent dressing line in the hero itself with a clear path to shop.
Put A Product-In-Use Video Behind The Hero
Replace the static image with a short video of one piece worn as a necklace, as a wristband and with a pendant. Showing the three ways in motion explains the concept faster than any copy can.
Rebuild The Navigation Around How People Shop
Add menus for shop by category, by attachment type such as clip-on gold, slide-on gold and freshwater pearl, by colour and by price, so each kind of visitor can reach the right collection in one click.
Add A Build Your Look Quiz
Ask who the piece is for, the budget, gold plated or silver, and the colours they wear most, then show two or three matching pieces. It is the online version of a shop assistant asking how they can help.
Explain How The Multi-Way System Works
Add a how it works section to the homepage: choose your base, add a clip-on or slide-on pendant, change it tomorrow. Follow it with a find your stone section so visitors understand the range before they browse.
Add A Make It A Set Builder
Let shoppers pick a multi-way base and two pendants and add the set to bag in one action. The recording shows this taking a single £150 purchase to a £205 set without pushing anyone.
Introduce The Designer And The Making
Add a homepage section with the designer's photo and story, a note that pieces are handmade in the UK, and an arrives ready to give block showing the box. These are the brand signals the homepage now lacks.
Add Filters For Colour, Stone, Type And Price
Give the collection page filters for category, attachment, metal colour, stone and price so a visitor can narrow the grid to the pieces that fit what they already have in mind.
Put A Deciding Detail On Every Product Card
Add a one-line decision point to each card, such as the stones or pearls used, plus badges for bestseller, new, customer favourite and gift-ready, so shoppers can compare without opening each page.
State An Arrival Window On The Product Page
Show an order today, receive by date. It need not be exact: if orders usually arrive in three days, promise three to five. This single line answers the question that stops occasion buyers.
Answer Returns, Materials And Sizing In The Buy Box
Place short notes on returns, faulty pieces, material and fit, the size guide, where it is made and checkout security next to the add to cart button, with an ask a question link for anything not covered.
Suggest The Matching Pendant At Add To Cart
When someone adds a necklace, show the pendant or bracelet that pairs with it, and note where adding it unlocks free shipping. The shopper has already decided; this is one more easy option.
Build A Proper Gifting Flow
Add a Gifts entry in the navigation, gift for her and gift for him routes in the quiz, gift-ready badges on cards, and packaging and delivery reassurance on the product page.
Keep Selling Below The Buy Box
Continue the product page with frequently bought together, reviews, people also bought, more from pendants, recently viewed and an FAQ, so the page keeps working on shoppers who scrolled past undecided.
Use Storewide Reviews On Products Without Their Own
Where a piece has no reviews yet, show reviews from across the store. The point being made is that people have bought from this shop and were happy, which holds whichever piece they bought.
Consider A Virtual Try-On As A Later Add-On
Let shoppers upload a photo and see the piece on their own neck or wrist. It is an AI feature that needs extra development, so treat it as an optional addition once the core pages are fixed.
The version we'd build.
The teardown in 7 lines.
- The website is not the business; it is the salesperson of the business.
- A hero section has to answer what it is, who it is for and why to trust you within seconds.
- A first-order discount pop-up gives the margin away to people who close it on sight.
- When every piece costs the same, the product card has to carry the detail that makes the choice.
- A buyer shopping for an occasion will not order without knowing when the piece arrives.
- A base plus pendants is a natural set, and the page should sell it as one.
- Paid traffic is wasted on pages that show products exist but never try to sell them.
Questions this audit answers.
The store is spending £70 or more to bring visitors in, and the pages they land on give them little reason to buy. Our CRO strategist suggests pausing that spend until the homepage, collection page and product page are fixed, then resuming it so the same money lands on pages built to convert.
Across many stores, session recordings show visitors closing these pop-ups within moments and describing them as annoying. The discount is spent on people who were going to buy anyway or on nobody at all. The audit suggests keeping the offer but moving it to a later point in the journey where it can tip a decision.
Three things: what the product is, who it is for, and why the store can be trusted. For this store, that means explaining the multi-way semi-precious beaded concept in the hero itself, ideally over a short video of one piece worn three ways, rather than a product photo paired with a butterfly image.
It is a short guided quiz on the homepage. It asks who the piece is for, the budget, gold plated or silver, and the colours the wearer prefers, then shows two or three matching pieces. The audit describes it as the online version of a shop assistant asking how they can help.
Because price is not a differentiator here, the card has to carry the detail that is. Right now a shopper sees a name and an image and must open each page to learn the stones or pearls used. A one-line deciding detail and badges such as bestseller, new and gift-ready let people compare from the grid.
The audit uses the example of someone buying a birthday gift for a partner after seeing an ad. They like the piece and can afford it, but without an arrival estimate they will not risk missing the date. An order today, receive by window, even an approximate one, removes that hesitation.
Two ways. A make it a set builder on the homepage lets shoppers combine a multi-way base with two pendants and add the set to bag in one action, which in the recording takes a £150 purchase to £205. On the product page, the matching pendant is suggested at add to cart, with free shipping noted where it applies.
Yes. The reviews are there to prove that people have bought from the store and were happy with what arrived. That holds whichever piece they bought, so showing storewide reviews on a newer product is a fair way to carry the same reassurance.
It lets a shopper upload a photo and see a necklace or bracelet on their own neck or wrist using AI. It was shown as an example of what is possible rather than a core part of the plan, since it needs additional development. It is available as an optional add-on.
The full redesign is £3,500 for a new theme built for this store with around fifteen CRO-optimised templates, paid as £1,000 to start, £1,500 when the design is complete and £1,000 once the site is live. The lighter option is £2,200 to fix the homepage, collection page and product page on the existing theme, with no quiz or new pages, paid as £1,200 to start and £1,000 on delivery.
It is a page on the Convertica Studio site where a store owner enters monthly visitors and average order value, then moves a conversion rate slider to see what a year could look like. The audit is clear that it is a model rather than a promise, so owners can test their own numbers rather than take anyone's word.
The recording is 43 minutes. It walks through the homepage, the collection page and the product page of angelalockejewellery.co.uk, then presents a full proposed redesign covering navigation, hero, quiz, set builder, collection cards and a rebuilt product page, before closing with pricing and next steps.
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5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
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Homepage & PDP reviewWhere attention leaks and buyers hesitate.
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Mobile UX audit70% of your traffic — judged on its own terms.
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Trust & credibility checkThe signals that make first-time buyers convert.
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Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.