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Jewellery Store Ecommerce Web Design Case Study
How a conversion-focused redesign and SEO overhaul transformed a stagnant jewellery store into a ranking, revenue-generating ecommerce brand.
The Challenge
Most ecommerce stores that struggle to convert suffer from a website structure and presentation problem. They have a good looking website but the structure does not make it rank well resulting in poor visibility and hence no sales.
La Luz Lifestyle – a dutch jewellery brand offering customized pieces, kids jewellery, and motivational armbands had already made the right call by building on Wix. But having a store and having a system are two different things.
The site was live but the traffic was almost equal to zero. There were a few sales that were being generated through social media but overall growth was stagnant.
Key issues included:
- Poor conversion layout: The site structure was not guiding visitors toward a purchase decision.
- Broken SEO fundamentals: Technical SEO was not set up correctly, leaving the site largely invisible to search engines.
- Weak site navigation: Visitors were not finding what they needed, increasing drop-off before reaching product pages
- No organic traction: Existing traffic was not converting, and the site was failing to attract new visitors through search.
Without solving these, the store would continue bleeding potential revenue from every visitor who arrived and left without buying.
Our Approach
We did not rebuild for the sake of rebuilding. Every decision was made to serve one outcome: more conversions.
Figma-first redesign
We designed the full site in Figma before touching a single line of code. This allowed us to map the user journey deliberately from landing to product discovery to checkout and make conversion decisions at the design stage rather than as afterthoughts.
Conversion-focused layout
We restructured the site architecture around how buyers actually behave. Clear visual hierarchy, stronger calls to action, and product presentation designed to reduce friction and increase purchase intent.
Improved site navigation
We simplified and reorganized navigation so visitors could move intuitively between categories such as customized jewellery, kids pieces, and motivational armbands without confusion or dead ends.
Technical SEO setup
We corrected the foundational SEO issues that were preventing the site from being properly indexed. This included fixing crawlability, setting up metadata correctly, and structuring the site so Google could understand and rank it for relevant search terms.
Keyword targeting
We identified and targeted the keywords most likely to bring high-intent buyers to the store, focusing on terms with genuine commercial relevance to La Luz Lifestyle’s product range.
Results
Sales Growth
Overall sales increased by up to 40% following the redesign and SEO work – a direct result of the conversion-focused layout improvements and stronger organic visibility.
Search Visibility
The site began indexing and ranking for target keywords where it previously had no presence, opening a new channel of organic traffic that did not exist before.
Keywords Visibility
About 400 non-branded keywords starting appearing in search results. Most of the low competition keywords started ranking in the top 3.
Conversion Performance
The redesigned layout reduced friction in the buyer journey, turning more existing visitors into paying customers without any increase in ad spend.
Next Steps
The redesign and initial SEO work created a strong foundation, but this is only the first stage of La Luz Lifestyle’s growth.
The next phase will focus on scaling both paid and organic acquisition to attract more qualified buyers and generate consistent sales.
Launching Meta Ads
We will begin running targeted Meta advertising campaigns to introduce La Luz Lifestyle’s products to new audiences and turn the brand’s strongest product categories into scalable revenue channels.
The initial campaigns will focus on products with strong visual appeal and high purchase potential, particularly the kids jewellery collection. As performance data becomes available, we will refine the targeting, creatives, offers, and product selection to improve return on ad spend.
Expanding Organic Visibility
SEO improvements will continue across product pages, category pages, and supporting content. While the initial strategy focused on lower-competition, high-intent keywords, the next phase will gradually target higher-volume search terms with greater traffic potential.
This will involve expanding category content, improving internal linking, optimizing individual products, publishing relevant supporting content, and strengthening the overall authority of the website.
The long-term goal is to combine Meta Ads with continued SEO growth, allowing La Luz Lifestyle to generate immediate visibility through paid campaigns while building a sustainable source of organic traffic and sales over time.
Website link
Client Feedback
Takeaway
La Luz Lifestyle did not need a new platform or a bigger marketing budget. They needed their existing foundation rebuilt the right way.
By combining a conversion-led redesign with proper SEO setup, we turned a site that was losing visitors into one that attracts and converts them.
The 40% sales increase was not an accident. It was the result of treating the website as a sales system not just a storefront.
Who This Is For
If you are running an ecommerce store that:
- Has traffic but poor conversion rates
- Is not appearing in search results despite being live
- Was built quickly without a structured approach to CRO or SEO
We can audit what is limiting your growth and rebuild it the right way.
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