E-Commerce Website Design Company

TigerLily Jewellery are a UK-based online jewellery store that specialise in silver and pearl jewellery. The collections are made up of several UK jewellery designers’ items and sold through the website to the public. Each collection is curated, and co-ordinated to reflect current fashion trends and seasons.


We were approached by TigerLily Jewellery with a request to create a new e-commerce website that gave them control over their website and addressed a number of issues they had experienced previously. This included ensuring the website would load quickly to showcase the range of jewellery available; was mobile enabled to reflect the change in consumer behaviour; integrate with social media platforms, in addition to enabling analytics to track visitors’ journey through the website and use this data to identify possible marketing campaigns.
The key criteria was to showcase the exclusive items enabling visitors to the site to see the range of memorabilia available. Imagery is key to this e-commerce website. The website had to be clean, modern, and easy to navigate. The shopping cart functionality needed to provide a streamlined experience for the user, enabling them to purchase easily, yet securely, and with peace of mind. The site was built with intelligent categorisation and tagging of products for dynamic page creation, all designed to enhance the user experience. The content is keyword rich, reflecting the bespoke items available. The key requirement was for the website to be fully responsive and easy to update. It needed to incorporate a Wishlist for customers who were browsing and looking to shortlist their jewellery choices.


We started by creating a selection of ‘flat designs’ for the client to choose from, working with the client to illustrate new ideas, whilst adhering to the current branding. From the chosen visual, we worked to build the site incorporating a new look and fresh feel. The client really liked a mix of symmetrical and asymmetrical styles; the high-quality photography provided by the client was incorporated throughout the site.
aylesbury web design


Due to the nature and range of the products available at TigerLily Jewellery, it was important to incorporate filterable products. This was enabled using ACF (Advanced Custom Fields); this is a plugin that allows custom data to be added to each product. By using this plugin we worked with TigerLily to identify the criteria that shoppers would be most likely to search for and could therefore identify and catalogue items by stone type: pearl, emerald, ruby; the type of metal, price or style.


The next step involved streamlining the customer journey based on the expected traffic to the website. Three target markets were identified, so the site was designed to comfortable browsing, searching for specific items by using filters, or through a visual search listing. The jewellery items were systematically categorised into top level categories and subcategories allowing visitors to easily navigate the site.


By transforming our website into a powerful sales tool, Yellow Moose became a valuable ongoing partner. Their top-level communication and professionalism stood out, as did their collaboration skills. Customers can expect a partner with original ideas that also listens to their concerns.


In addition to having the website looking great, the client understandably wanted it to perform well in Google search results. Keyword research and a competitor analysis were carried out. The keywords were incorporated throughout the pages in titles and body text. The pages were all prepared with meta titles and descriptions. Alt tags and descriptions were given to images throughout the entire site. The category and tag pages were optimised, and the speed of the site was enhanced by compressing images, using a CDN and minification of scripts. As the new site was enhanced and structured differently from the old site reflecting changes to website build best practices, redirects from the URLs on the old site were put in place to ensure any previous links were directed to the relevant pages on the new site.


The website was launched during the lockdown, so face-to-face training was not possible. We produced a series of short bite-sized video clips explaining to the client how to carry out basic tasks. The client was very happy with these, as they can now refer back to these videos as and when required. We also conducted an online screen sharing session to explain the processing of orders, returns and refunds.


Analytical software was set up and conversion tracking was configured. Monthly reports are being sent to the client including which keywords have generated the best traffic and sales as well as information on website visits by number of visitors, time spent, pages viewed; and which channels were referring the most traffic. This enables us to inform the client and advise on which marketing activity is likely to bring the highest quality traffic to the site. We are now focusing on CRO (conversion rate optimisation) by streamlining the customer journey on the site further and establishing what the most successful sales funnel routes are.