Anne Morgan Jewellery CRO Audit
A conversion audit of Anne Morgan Jewellery, a UK independent jewellery shop selling pieces by multiple makers, covering the homepage, collection page and product page with a redesign concept for each.
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What we found.
Anne Morgan Jewellery has the hard part already done. The pieces are genuinely beautiful, the shop carries work from a range of named makers alongside Anne's own collections, and there is a physical store in the UK with local pickup, workshops and a commission and remodelling programme. Collection pages carry their own names and a short description, and the store has real customer reviews.
The problem is that none of this reaches a visitor in the first few seconds. The hero section does not say what the business does, who it is for, or why anyone should trust it. The navigation lists collection names like Shop Makers that mean nothing to a newcomer. The reviews that would answer the trust question sit at the very bottom of the homepage. The site works as a catalogue, not as a salesperson.
The same pattern repeats as a shopper goes deeper. Collection pages sort only by best selling, price and availability, and every card shows an image, a name and a price, so a shopper must open each product to learn anything. On the product page there is a name, a price and a note that shipping is calculated at checkout. No delivery time, no returns, no reviews, no pairing suggestions, and no reason given for a £200 price.
The redesign turns the site into a guide. The hero answers the three basic questions, navigation opens into category, occasion, budget and maker routes, a finder asks what the shopper wants and recommends pieces, and cards carry badges, maker, rating and a short summary. The product page states delivery and returns, then offers a matching set. The idea to keep: a website should sell like a salesperson, not list like a catalogue.
Problem, opportunity, impact
The site behaves like a catalogue, not a salesperson. The hero does not say what the business is or who it is for, collections are a grid of image, name and price, and the product page offers no delivery, returns or review reassurance.
With guided routes by category, occasion, budget and maker, self-explanatory product cards and a product page that answers delivery, returns and sizing up front, the visitors already arriving could be converted before any money is spent on ads.
More of the current visitors would find a piece that suits them, fewer would abandon at the checkout shipping surprise, and matching sets with a free shipping threshold would lift the value of each or
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.
13 issues found, 18 fixes proposed.
Hero Section Does Not Say What The Business Is
A first-time visitor landing on the homepage is not told what Anne Morgan sells, who the pieces are for, or whether the business can be trusted, and that silence turns into hesitation within seconds.
Homepage Offers No Guided Buying Paths
The homepage gives a line of text to read, then promotes the commission and remodelling programme, then shows reviews. There is no route by category, occasion, budget or maker to send a shopper somewhere useful.
Reviews Sit At The Bottom Of The Homepage
The store has real customer reviews, but they appear only at the foot of the homepage, long after a visitor has decided whether to trust the site. They are absent from the collection and product pages entirely.
Navigation Uses Names That Mean Nothing To Newcomers
The menu lists collections by their own names, such as Shop Makers and Morgan, with no indication of what sits inside. A visitor who wants earrings or a bracelet has no obvious place to click.
Collection Sorting Is Limited To Three Options
Collections sort only by best selling, price and availability. There are no filters by type, material, stone, maker or occasion, so the page shows what is available without helping anyone discover which piece is right for them.
Product Cards Show Only Image, Name And Price
Pieces at very different prices look the same on the grid. To learn anything about three similar pairs of earrings a shopper must open all three product pages and read each description in turn.
Collection Pages Give No Reason To Choose A Piece
A necklace at around £200 is a considered purchase, yet the collection page offers no visual cue, summary or rating that explains why one piece costs what it does or who it suits.
Product Page Shows Name, Price And A Shipping Note
The product page states the price, notes that taxes are included and that shipping is calculated at checkout, and little else. Nothing on the page justifies the purchase or the price.
Shipping Costs Arrive As A Checkout Surprise
Delivery cost is only revealed at checkout. A shopper who has worked through the homepage and a collection to reach a piece they like meets an unexpected charge at the final step.
No Delivery Or Returns Information On The Product Page
The page does not say when a piece will arrive, what happens if it does not, or how returns work. Each of those is an unanswered question that stops a purchase.
Product Pages Carry No Reviews At All
Individual product pages have no reviews and no storewide rating to fall back on, so a shopper can feel they would be the first person to take the risk on a given piece.
Nothing On The Site Raises Average Order Value
There are no sets, no complete the look pairings and no free shipping threshold, even though earrings pair naturally with a bangle or a small chain and jewellery is one of the easiest categories to bundle.
The Site Behaves Like A Catalogue, Not A Salesperson
Across all three pages the visitor is left to figure everything out alone. The site lists what exists rather than asking what the shopper wants and leading them to it.
Rewrite The Hero To Answer Three Questions
Make the hero state what Anne Morgan sells, who the pieces are for and why the shop can be trusted, with a clear call to action such as Find Your Piece or Shop All Jewellery directly underneath.
Move Reviews And Reassurances Up The Homepage
Place customer reviews directly under the hero, followed by a strip covering delivery, returns and shipping, so the trust question is answered where visitors expect it rather than at the foot of the page.
Build A Navigation That Opens Into Routes
Turn Shop into a dropdown offering shop by category, by occasion and by budget, and give Anne Morgan its own menu with her collections, by type, makers, gifts, workshops, the commission programme, about and visit.
Add A Jewellery Finder That Recommends Pieces
Put a finder under the hero that asks a few questions about what the shopper wants and returns matching products. It is the digital version of asking a customer how you can help.
Show Category Tiles For Shoppers Who Want To Browse
Below the finder, lay out rings, earrings, necklaces and bracelets as clickable tiles so anyone who skipped the hero and navigation still has an obvious route into a collection.
Add A Shop By Budget Section
Offer price bands such as under £100, £100 to £250 and £250 to £600 so a shopper for whom price is the deciding factor can go straight to pieces they can afford.
Give Each Maker Their Own Entry Point
List the makers by name on the homepage and in the navigation so a shopper who already follows a particular designer can go straight to that maker's work.
Introduce Bestsellers And Gift Ready Pieces After The Routes
Once the visitor knows what the shop does and has been offered a path, show the bestsellers and gift ready collection as proof of what other customers chose and were happy with.
Make Every Product Card Self-Explanatory
Add a badge, the maker's name, a rating, a one-line decision summary and the price to each card so shoppers can compare pieces on the grid without opening every product page.
Add Filters By Type, Material, Stone, Maker, Occasion And Sale
Replace the three sort options with a filter set that lets a shopper narrow a collection to what they are actually looking for, with price filtering alongside.
Explain How Each Material Wears On The Collection Page
Add a short section explaining how silver, oxidised and gold-plated pieces each wear, so the price differences between items make sense before the shopper reaches a product page.
State Delivery, Returns And Secure Checkout On The Product Page
Show when the piece will arrive, how returns work, that checkout is secure and that pieces are hallmarked, directly beneath the add to cart button rather than leaving it to checkout.
Set A Free UK Shipping Threshold Near The Price
Tell the shopper how much more they need to add to qualify for free UK shipping, which turns the shipping question into a reason to add a second piece.
Offer Matching Sets To Complete The Look
Beneath the product details, pair each piece with a matching necklace or studs as a set, and add a people who bought this also bought section, so one visit can sell three pieces instead of one.
Use Storewide Reviews Where A Product Has None
Where a specific piece has no reviews yet, display storewide reviews on its page so no shopper feels they would be the first to take the risk.
Add A Gift Note And A Gift Finder
Let shoppers add a card and personal note on the product page, and run a gift finder on the homepage for visitors buying for a partner, daughter or mother rather than for themselves.
Describe Exactly What Will Be Delivered
On each product page state the material, how the piece was made, who made it, its size and its weight, so the shopper knows exactly what will arrive and the price is justified.
Put The Founder Story Near The End Of The Homepage
Introduce Anne and the story behind the shop after the products and reviews, so the visitor sees a real person behind the business and understands why the pieces cost what they do.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity is converting the visitors already arriving, not buying more traffic.
- A homepage has three to five seconds to say what the business does, who it is for and why to trust it.
- A website should work like a salesperson asking how it can help, not like a catalogue waiting to be read.
- Product cards that show only image, name and price force shoppers to open every page to compare.
- Shipping calculated at checkout is a surprise, and surprises at the final step lose sales.
- Reviews belong on collection and product pages, not just at the foot of the homepage.
- Jewellery pairs naturally, so every product page should offer a set that completes the look.
Questions this audit answers.
The store told us it had 164 visitors and was not running ads. Our CRO strategist's view is that the site should first prove it can convert the visitors it already has. Once sales are coming through, paid traffic multiplies conversions rather than multiplying the same leaks.
A catalogue shows what exists and leaves the reader to work everything out. A salesperson asks what you are looking for, takes you to the right shelf and helps you decide. The current homepage, collection pages and product pages all list rather than guide.
It does not say what the business does, who the jewellery is for, or why a visitor should trust the shop. Those are the three questions a visitor settles in the first few seconds, and when they go unanswered the visitor starts to hesitate.
Reviews answer the trust question, and that question is asked at the top of the page, not the bottom. The redesign moves them directly under the hero and repeats them on collection and product pages where the buying decision is actually made.
It is a short set of questions placed under the hero that asks what the shopper is looking for and recommends matching pieces. It is the digital version of a shop assistant asking how they can help, and the recording demonstrates it returning matched results.
A badge, the maker's name, a rating, a one-line summary that helps the decision, and the price. With that on the card a shopper can compare three pairs of earrings on the grid instead of opening three separate pages.
The shopper has already moved through the homepage, a collection and a product page before learning the delivery cost. An unexpected charge at the final step is the kind of surprise that ends a purchase. The redesign states delivery up front and uses a free UK shipping threshold instead.
By telling the shopper exactly what they are buying: the material, how it was made, who made it, the size and weight, and how silver, oxidised and gold-plated pieces differ. Delivery, returns, hallmarking and secure checkout sit alongside so the price has context.
Show storewide reviews on that product page instead. The point is to reassure the shopper that other people have bought from the shop and been happy, so nobody feels they would be the first to take the risk.
Each product page pairs the piece with a matching necklace or studs as a set to complete the look, adds a people who bought this also bought section, and shows how much more to add for free UK shipping. One visit can then sell three pieces rather than one.
No. The audit is explicit that a conversion-optimised site is not about looking prettier. It is about what happens when a visitor lands, where friction appears in the buying process, and how the site guides and reassures the shopper.
The recording runs 32 minutes. It reviews three pages of annemorganjewellery.com, the homepage, a collection page and a product page, then walks through a strategic redesign concept for each, and closes with next steps and pricing.
More teardowns from the library.
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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.
-
Trust & credibility checkThe signals that make first-time buyers convert.
-
Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.