The global jewelry market is booming online, driven by a shift towards digital-first shopping and increased demand for product customization. Statista predicts e-commerce jewelry to be worth over $117.3 billion by 2027.
However, jewelry is an industry characterized by vast product catalogs and numerous attributes: sizes, prices, metal types, gemstone types, decorative elements, and many more. In the digital realm, all this can translate into poor product discoverability and slow filtering performance which can frustrate jewelry shoppers and lead to lost sales.
Amasty has ample experience in empowering jewelry businesses with its products. Below we explore a real case from one of Amasty’s clients and see how jewelry businesses can leverage Magento to not only overcome challenges but also drive growth.
Poor Catalog Filtering and Its Impact on Business
SeePossible, a Magento development agency, specializes in high-end retail solutions and serves multiple premium jewelry clients including Kumari, Svaraa, Sacet, Wondr Diamonds, and Aigiri Jewels.
Many of these clients’ Magento filtering systems faced significant challenges, particularly in mobile accessibility, performance optimization, and SEO impact:
- Limited Responsiveness – Many filtering interfaces were not fully responsive, leading to poor usability on smartphones and tablets. Small touch targets, cluttered layouts, and slow-loading filters made it difficult for mobile users to refine product searches efficiently. This resulted in higher bounce rates and lost sales opportunities.
- Performance Bottlenecks – Inefficient filtering logic caused slow load times and, in many cases, even triggered a complete page refresh each time a filter was applied. This slowed navigation, made browsing feel cumbersome, and increased abandonment rates.
- Unstructured URLs Impacting SEO – Filtering systems often generated complex, unstructured URLs with excessive parameters, making it difficult for search engines to index pages effectively. This led to diluted SEO rankings and duplicate content issues.
Solution: Improved Layered Navigation
To address these 3 key pain points of their clients, SeePossible implemented Amasty’s Improved Layered Navigation across the jewelry brands’ Magento stores. The module’s advanced filtering system provided:
1. Mobile-optimized filtering to ensure a smooth, user-friendly experience on smartphones and tablets, reducing bounce rates and increasing conversions.
2. Multi-select filtering options, allowing customers to refine searches more efficiently without slowing down navigation.
3. Real-time AJAX filtering, eliminating full-page reloads and ensuring a faster, uninterrupted browsing experience.
4. SEO-friendly, structured URLs, improving search engine indexing, reducing duplicate content risks, and boosting organic rankings.
SeePossible’s expert team, led by Project Delivery Manager Namrata Sangani took a structured approach to integrating and optimizing Amasty’s solution through:
- Magento integration to ensure compatibility with each brand’s existing ecosystem.
- Indexing and performance tuning to maintain fast product filtering in large catalogs.
- Cache optimization techniques for reduced server load and improved page load times.
- Cross-functional collaboration with SEO, UX/UI, and marketing teams to align navigation improvements with business objectives.
As a result, the solution aligned filtering capabilities with the brands’ diverse product attributes, enabling smoother interactions for customers browsing by gemstone type, metal, price, or style.
The Results: Intuitive and Responsive Shopping Experience
SeePossible’s expert implementation of Amasty’s Improved Layered Navigation has already yielded positive results across all five jewelry brands:
- 35% faster product discovery with instant filtering, reducing friction in the browsing experience.
- 20% increase in mobile conversions, demonstrating the impact of improved usability.
- Higher SEO rankings, thanks to structured, clean URLs that enhanced visibility.
- Lower bounce rates, as shoppers found desired products with minimal effort.
Bottom Line: The Importance of Effective Filtering Systems
For jewelry retailers and other e-commerce businesses with complex catalogs, a well-structured filtering system is a direct conversion driver. Whether your customer finds and buys what they want or bounces due to being overwhelmed by the choices or frustrated with slow speed depends on your navigation and filters.
With Amasty’s Improved Layered Navigation, SeePossible helped its clients offer a faster, smarter, and more intuitive shopping experience, leading to increased discoverability, engagement, and revenue.
