CRO Site Of The Week - Daisy Jewellery


This week High Position’s Marketing Manager, Rachael Bilby, takes a look at As ever, winners of this prestigious award will receive something from the HP CRO Drawer. All winners will be notified by High Position Head of CRO, James Root via twitter: @RootToMarket. Nominations can also be tweeted so please share and get involved!

Daisy Jewellery

“Daisy London was born out of a love for the beautiful and the exotic, out of a passion for travel and far-flung shores and out of a taste for adventure. The brand is stocked in over 500 locations worldwide, including independent jewellers, fashion boutiques, major department stores, 5* hotel chains, luxury wellness centres and premium airlines. Daisy London continues to explore, discover and innovate.”

What does the site do?

This recently relaunched site sells several ranges of internationally inspired, delicate jewellery “For London girls, everywhere”. Shipping across the world, this site is a central hub for all online direct sales with easy access to shipping details and information as to where people can buy Daisy Jewellery in-store (well, when the Stockist page is working). The site not only sells jewellery, it inspires people to embrace the chic interpretation of the Buddhist symbols that inspired the founder of the famous Chakra range, during his quest for wellbeing.

What does the site say they do?

Unlike most e-commerce sites Daisy Jewellery make an effort to educate and inspire people by explaining the inspiration behind some of their products. For instance, each Chakra piece has an explanation of the spiritual meanings and what they represent. Not everyone’s cup of tea – but great if you want a piece of meaningful jewellery and are a fan of meditation, yoga or if you practice Buddhism!

What does the site do well?

Home Page

The homepage is striking with great use of drop-down images for each of the collections – giving users a taste of what they will find in each range.

Category Pages

The category pages are painless and easy to navigate, with hover over model images and adapting banners for each collection you browse through.

Product Pages

Product pages are packed with useful features. From crystal clear images, roll over zoom, easy contact information, social buttons and shipping information. Visitors are also tempted with a “You May Also Like” range on each product page and super-easy-to-browse buttons to view the next/previous products.

Checking Out

Checkout features are also well thought out, with a handy hover over basket to keep an eye on what you’re buying. The checkout process is also clear with a progress tracker so you know exactly what to expect next.


Shipping isn’t only free, it also has a dedicated tab on the header which nicely pops out to reveal all delivery options – no matter where you are in the world!

Quick Shop

Next to the shipping tab is a quick finder pop out. This is a great, simple idea for shoppers on a mission or people looking for a specific item - perhaps those tracking down the perfect gift or something they spotted in a magazine.


Finally, I love a wishlist feature and Daisy has done a great job here – with an easy access icon in the header and then a tempting “Buy All” button on the wishlist page.

What could the site do better?

As much as I am in love with this site, and its jewellery – there are a couple of things that could be tested for the cherry-on-top factor.

Increase Temptation

Although products have a “You May Also Like” function, it is a little discrete, falling below the fold. Try testing it to see if it encourages a purchase or tempts people away from the product they are looking at.

“No Guests!”

Although the checkout function is quite hassle-free, more and more sites are embracing “guest” checkout functions. As people come to expect this option, it would be worthwhile testing this to see if conversion rates improve and how much registration data is lost due to this function!

What about gift wrap?

Another expectation, especially for jewellery sites, is that there will be gift options. Or, does the jewellery already come nicely wrapped? Either way, some information or gift options could be a good addition to the site. Also, it would be great if wishlists could be shared – if people have birthdays or other occasions coming up they might like to let people know what they want? Also, for the people trying to buy the ‘right’ gift, it would be great if they could view people’s wishlists and more often than not, the more painless this is, the more likely people will be to buy.

Better promote the newsletter sign up!

Currently tucked away in the bottom right hand corner, this could be used to grow the customer base by offering incentives to sign up.


Promote the Personal Shopper function better!

Compared to the rest of the site, the personal shopper banner is a bit squashed, unclear and unappealing! Test the font/size/colour of the banner and see if more people pick up the phone!

So, congratulations Daisy Jewellery, you have a brilliant website and could use CRO testing to squeeze even more juice out of what you already have! Also, each winner receives some stuff from James’ drawer, so look out for a package in the post #Win!

Tweet your CRO Site of the Week nominations to @RootToMarket. And remember: If you Test it; they will come!


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