Qutahia Jewelry CRO Audit
A conversion audit of Qutahia Jewelry, a UK fine jewellery store, covering the homepage, collection page and product page, plus the strategic redesign concept built to fix what the review found.
Watch the full 34-minute recording.
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What we found.
Qutahia Jewelry has a lot already in place. The collection is vast and the pieces look gorgeous. The product mega menu is well organised, the homepage answers common questions with a categorised section, there is a dedicated customisation section, and the store shows customer reviews, which most jewellery sites skip. It even addresses price as a possible blocker and has a physical shop behind it.
The problem is that none of this sits where a visitor expects it. The hero says jewellery and little else, so a new visitor cannot tell within a few seconds who the store is for or whether other people trust it. Below that, the sale section behaves like a catalogue. Every ring is on sale, so nothing stands out, and a shopper has to open each product page to learn the size, the colours or the reason to choose it.
The same pattern repeats on the collection page, where a grid of earrings shows only image, name and price, all discounted, with no bestseller, new or most loved cue to separate them. On the product page a £340 piece does not say why to buy it, shipping is calculated at checkout in one line and free in the next, reviews are missing from the buy area, and there is no bundle or matching piece to lift order value.
The direction our CRO strategist set out is to make the website behave like a salesperson in the shop. The concept hero states what the store makes, who it is for and what customers say, the navigation routes by style, shape, budget, occasion and recipient, Find My Ring and Find a Gift ask the shopper what they want, and self-explanatory cards and a complete product page do the rest. Stop listing. Start selling.
Problem, opportunity, impact
The site presents a large, beautiful jewellery collection as a catalogue. Every product is on sale, cards show only image, name and price, and nothing tells a visitor which piece is for them or why to trust the store.
Turn the website into the salesperson the physical shop already has. Answer who the store is for and why it can be trusted in the hero, guide visitors by style, budget, occasion and recipient, and justify every price on the product page.
Visitors who already arrive with intent find the right piece faster, see trust signals before they hesitate, and buy with pairs, gift boxes and instalments, lifting conversion and order value without
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.
15 issues found, 18 fixes proposed.
Hero Section Does Not Say Who The Store Is For
A visitor can tell from the name and the video that this is a jewellery site, but the hero does not say who it is for, whether other people trust the business, or why to stay. The first three to five seconds answer nothing.
Navigation Bar Asks Visitors To Explore Alone
Apart from the products mega menu, every navigation option expects the visitor to click and find out. Bespoke, Ashes Jewelry, Create Your Own and Sale give no hint of what sits behind them.
Every Product Is On Sale So Nothing Is
Every ring in the homepage sale section and every earring on the collection page carries a sale badge. When everything is discounted the badge stops meaning anything, and no product is marked bestseller, new or most loved.
Homepage Sale Section Behaves Like A Catalogue
The sale section lists rings with image, name and price and nothing more. To learn the size, the colours available or any reason to choose one, the visitor has to open every ring page in turn.
Price Guidance Hidden At The Bottom Of The Homepage
The store already addresses price as a blocker, with pieces starting around £200 and rising into the thousands, but that section lives near the foot of the page and is not in the menu. Visitors who do not scroll never see it.
Reviews Sit Where Nobody Expects Them
Customer reviews are the strongest trust asset on the site, yet they appear partway down the homepage and in the middle of the product page rather than in the hero or beside the price where a buyer looks for them.
Good Information Is Fragmented Across The Homepage
Categories, customisation, reviews and price guidance all exist, but they are scattered into separate pieces. The homepage shows what the store wants to show, not what the visitor needs at each point.
Collection Page Offers Only Standard Sorting
The earrings collection has a clear name, a short description and a good set of filters, but sorting is limited to the default Shopify options. There is no way to surface bestsellers or favourites.
Collection Cards Give No Reason To Open A Product
Four earrings sit side by side with the same sale badge, a name and a price. Nothing on the card shows reviews, colour options or what is inside, so comparing them means opening every page.
Product Page Never Says Why To Buy This Piece
A £340 product shows its name, a short description and a trust block, but it does not explain why this piece over another, what the buyer receives, or how it is made in a form that can be scanned.
Shipping Message Contradicts Itself On The Product Page
One line says duties and taxes are included and shipping is calculated at checkout. Directly below, the page promises free shipping and easy returns. The two statements cannot both be true and the buyer notices.
Product Page Has No Reviews Near The Buy Button
The specific product carries no reviews at all, and the storewide reviews are not pulled in. On a piece at this price the buyer does not want to be the first person to take the risk.
No Bundles Or Matching Pieces To Lift Order Value
Jewellery sells naturally in pairs, yet the product page never suggests a matching necklace, earrings or ring, and offers no complete the look bundle. Each visit can only ever sell one item.
Key Product Details Are Buried Below Shop This Piece
Clicking Shop This Piece jumps straight to the buy section, so the reviews, the making process and what arrives in the box are skipped. The information exists but the page hides it from the buyer.
Website Never Asks How It Can Help
In the physical shop a salesperson asks what the customer is looking for. The website, acting as the online spokesperson, never asks that question and leaves the visitor to search through the list alone.
Rewrite The Hero To Answer The First Three Questions
State in the hero what Qutahia makes, who it is for and why it can be trusted. Add the materials, delivery times, returns, warranty and certification as short points so the visitor clears every doubt at a glance.
Add A Review Bar To The Hero
Move the customer review score into the hero as a single bar. This is the proof a new visitor is looking for in the first seconds and the site already owns it.
Rebuild The Navigation Around Style, Shape And Budget
Organise engagement rings by style, stone and shape, diamonds by ring, budget and shop, and earrings by diamond, solid gold and price, so each menu item tells the visitor what is behind it before they click.
Add A Gifts Route By Occasion, Recipient And Budget
Create a Gifts menu with routes under 300, 750 and 1,500, by occasion and by recipient. This plants the idea of buying for a wife, daughter or mother in visitors who came for themselves.
Add Find My Ring And Find A Gift Finders
Put two clear call to action buttons in the hero that ask a short series of questions, such as natural or lab-grown, colour and carat, and return matching products. This is the digital version of asking how can I help you.
Replace Blanket Sale Badges With Meaningful Cues
Mark products as bestseller, new, customer favourite, gift ready or staff pick, and keep the sale badge for pieces that are genuinely discounted. Differentiation is what lets a shopper choose.
Turn Product Cards Into Self-Explanatory Decision Points
Give every card an image, a badge, the name, one line on what is inside, the review count and a clear price. The visitor should be able to compare four rings without opening a single page.
Group The Homepage Into Category Funnels
Present diamonds, rings, earrings, necklaces, bracelets and bespoke as separate funnels on the homepage, so a visitor who only wants diamonds can enter that path and let the collection page take over.
Surface Shop By Budget In The Menu And On The Homepage
Repeat the under 1,000 and under 2,000 price routes in the navigation and again on the homepage. A visitor for whom price is the deal breaker should meet that answer twice before scrolling to the footer.
Add A Natural Versus Lab-Grown Education Section
Explain the difference between natural and lab-grown diamonds in a short homepage block. Educated buyers hesitate less and feel the store is helping rather than selling.
Expand Collection Filters To Stone, Setting, Budget And Occasion
Add filters by type, price, colour, stone, setting, budget and occasion, and add type tiles at the top of each collection, so discovery takes a few clicks rather than a scroll through the whole list.
State Delivery, Returns And Warranty On Every Collection Page
Under the collection title and description, show how pieces are made, when they arrive, how returns work and the one-year warranty. These answers belong where the browsing starts.
Put Reviews And Instalments Beside The Product Price
Show the review score directly under the product name and an instalment option next to the price. Use storewide reviews where a product has none so no buyer feels like the first.
Make The Shipping Promise Consistent And Show A Delivery Date
Remove the calculated at checkout line, state that delivery is free, and show the date the piece will arrive if ordered today. Surprises at checkout send buyers to competitors who answered first.
Add Gift Box, Handwritten Note And Cleaning Kit Options At Add To Cart
Place a checkbox for a complimentary gift box and cleaning kit beside Add To Cart, with the option to add a handwritten note. One product becomes a complete gift and the order value rises with it.
Build Frequently Bought Together And Complete The Look Bundles
Pair each piece with a matching necklace, earrings or ring, offer a small discount for taking the pair, and add a people also bought row. Jewellery is one of the easiest categories to sell in sets.
Replace Long Product Copy With Scannable Questions
Present how the piece is made, what arrives in the box, returns and warranty as short question and answer blocks instead of paragraphs. Buyers at this price want to check, not read.
Offer A Workshop Visit Or A Call On Every Page
Add a book a workshop visit and talk to us option on the homepage, collection page and product page. The visitor who is still unsure gets a human route instead of leaving.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity is not more traffic but helping the visitors already on the site feel confident enough to buy.
- When every product is on sale, nothing is on sale, and the shopper has no way to tell the pieces apart.
- Qutahia already has reviews, customisation, categories and price guidance; the problem is placement, not absence.
- A product card that shows only image, name and price forces the shopper to open every page to make a decision.
- A product page that says shipping is calculated at checkout and then promises free shipping loses trust in two lines.
- Jewellery sells naturally in pairs, so a product page without a matching piece leaves order value on the table.
- The website should do what a salesperson in the physical shop does: ask how it can help and guide the visitor to the right piece.
Questions this audit answers.
The site presents a large, high quality collection as a catalogue rather than guiding a visitor to the right piece. Our CRO strategist concluded the store does not need more traffic; it needs the traffic it already has to feel confident enough to buy. The hero, the product cards and the product page all leave the decision to the visitor.
On both the homepage and the earrings collection every item carries a sale badge. When everything is discounted the badge carries no information, so a shopper cannot tell which ring is the bestseller, which is new or which other customers love. The audit calls this the point where the site stops selling and starts listing.
Quite a lot. The products mega menu is well organised, the homepage has a categorised section that answers common questions, there is a dedicated customisation block, customer reviews are shown, and the store already addresses price as a possible blocker. The audit treats these as the right instincts in the wrong places.
The concept hero states what the business makes, who it is for and what customers say through a review bar, then lists materials, delivery time, returns, warranty and certification as short points. Two buttons, Find My Ring and Find a Gift, replace the current invitation to explore alone.
They are guided finders that ask a short series of questions, such as natural or lab-grown, colour, carat and occasion, and return a set of matching products with self-explanatory cards. The audit describes them as the digital version of a shop assistant asking how can I help you.
The collection keeps its name and description and adds delivery, returns and the one-year warranty at the top. Type tiles, a finder and expanded filters by type, price, colour, stone, setting, budget and occasion help discovery. Cards show image, price, review count and colour so no page has to be opened to compare.
A £340 piece does not explain why to buy it, the shipping message contradicts itself, there are no reviews for the product and the storewide reviews are not reused, and nothing suggests a matching piece. Clicking Shop This Piece also jumps past the information that would justify the price.
The concept adds a gift box, cleaning kit and handwritten note option beside Add To Cart, a Frequently Bought Together bundle with a small discount for taking the pair, and a people also bought row. Jewellery pairs naturally, so one sale can become two or three products to the same buyer.
No. The audit's opening conclusion is that the biggest opportunity is converting the visitors already arriving. Once the pages are built to guide and reassure, paid traffic becomes worth buying, because more of it will turn into orders.
It is a clickable Figma prototype built specifically for this business to show how the frictions can be removed. Some images and prices in it do not match the live site and should be ignored. The full project covers 18 to 19 pages, not just the three shown.
The audit offers two routes. The full rebuild delivers a live Shopify store in around four weeks and is paid in three milestones of 1,000, 1,500 and 1,000 pounds as design, development and go-live are completed. The patchwork option improves only the homepage, collection page and product page for £2,200, with £1,200 to start and the balance on delivery. Either way, the next step is to book a call or send questions by email.
The recording is 34 minutes long. It reviews three pages of qutahia.co.uk, the homepage, the collection page and the product page, then walks through the strategic concept for each of those pages and closes with next steps and pricing.
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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.