Identified all friction points on the product pages that were causing drop-offs.
Checkout friction analysis
Trust signal mapping
Mobile UX audit
Jewellery
How The Jewellery Store London Achieved 39% CPA Drop with Peak Pilots
Luxury Conversion Optimisation
Explore the The Jewellery Store London marketing results in this ecommerce brand scaling case study. Discover the Jewellery D2C growth strategy we implemented to achieve massive scale and how The Jewellery Store London reached peak performance.
Google AdsMeta AdsConversion Rate OptimizationUGC
39%
CPA Drop
1.7x
CVR Increase
₹48L
Monthly Revenue
Context
Client Snapshot
The Jewellery Store London is a boutique luxury jewellery brand focusing on high-ticket, timeless pieces. They needed to scale their digital sales while maintaining an air of exclusive luxury.
Category
Luxury Jewellery
Market
UK / International
Goal
Lower CPA
Growth
1.7x CVR
Problem Statement
What was broken
CPAs were prohibitively high due to low conversion rates on high-ticket items. Customers were hesitant to purchase luxury jewellery online without seeing it on real people. The ads felt 'too polished' and lacked the authenticity required for social media scaling.
Before State
High CPAs on both Meta and Google Ads
Low conversion rates due to lack of social proof on product pages
Ads were entirely studio-based with no real-life context
Poor repeat purchase rates for a high-LTV category
Customer Acquisition Cost
£140+
initial CPA which was too high to sustainably scale high-ticket luxury items.
Trust Gap
High-ticket luxury purchases require significant trust signals that were missing from the funnel.
Poor CVR
Visitors were arriving but not converting because they couldn't visualize the product size or fit.
Weak Gifting Strategy
Missing out on massive revenue by not targeting gifting seasons effectively.
Execution Roadmap
How we approached The Jewellery Store London
We bridged the gap between luxury and authenticity. Here's how.
Launched a content campaign showing jewellery in real-life 'gifting' and 'styling' moments.
Gifting-focused content
Styling video production
Authentic testimonial ads
Optimized Google Shopping to capture high-intent 'luxury gift' searches with lifestyle imagery.
Google Shopping feed overhaul
Lifestyle image testing
Keyword optimization
Implemented multi-touch attribution to track the long customer journey typical of high-ticket items.
CAPI implementation
GA4 conversion mapping
LTV tracking
Process
Design Thinking Process
Empathize
- Trust Gap Analysis
- Customer Journey Mapping
- Gifting Intent Research
›››
Define
- CVR Targets
- CPA Guardrails
- Brand Safety Standards
›››
Ideate
- Gifting Content Pillars
- Lifestyle Visuals
- Attribution Models
›››
Design
- UGC Ad Sets
- Shopify CRO
- Email Gifting Sequences
›››
Test
- Landing Page A/B
- Offer Testing
- Creative Performance Reviews
Business ROI
Impact by the numbers
39%
CPA Reduction
Sustainable scale achieved
1.7x
CVR Boost
On high-ticket products
₹48L
Monthly Revenue
Growing international base
"
The balance between luxury and relatability is hard to strike, but Peak Pilots nailed it. Our conversion rates have improved dramatically.
S
Sarah
Marketing Director, TJS London
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