Silver UK is a specialist retailer of exclusive designer Sterling Silver jewellery. With over 20 years of experience, they offer high-quality, hand-curated collections backed by a commitment to exceptional customer care.
Silver UK needed to evolve its ecommerce experience to better support commercial growth in an increasingly competitive jewellery market. While the brand had a strong product offering, the existing Shopify theme limited flexibility, visual storytelling and opportunities to increase average order value.
The challenge was to enhance the onsite experience without compromising performance, ensuring the site could better guide customers through product discovery, build trust and encourage multi-product purchases across both desktop and mobile.
Key objectives included:
Driving higher order values through smarter merchandising
Increase average order value by introducing more effective cross-selling, upselling and visual merchandising throughout the customer journey.
Reducing purchase friction across complex product pages
Improve product page usability and clarity, ensuring customers receive relevant information based on product type to reduce friction and improve conversion rates.
Building a scalable, performance-led Shopify platform
Create a scalable, high-performance Shopify setup that supports brand storytelling, trust signals and future SEO growth without impacting site speed.
A series of bespoke Shopify theme customisations were delivered to transform Silver UK’s onsite experience into a more visually engaging, conversion-focused platform. Advanced visual commerce features, including interactive Shop the Look sections and complementary product recommendations, were introduced to reduce friction and encourage customers to build larger baskets directly from lifestyle imagery and product pages.
Product templates were enhanced with intelligent conditional logic, ensuring each product type displayed the most relevant information at the right time. This was supported by a high-performance media engine, sticky product bars and improved navigation to keep key actions visible as users explored the site. Trust-building elements, flexible layout sections and SEO-friendly content blocks were also implemented, creating a platform that balances commercial performance with brand storytelling and technical excellence.
Alongside the website enhancements, B2 delivered a comprehensive SEO strategy designed to improve Silver UK’s organic visibility and revenue during the most commercially critical periods of the year. With the jewellery sector highly competitive, particularly around Black Friday and Christmas, the focus was on combining quick technical wins with longer-term optimisation to maintain stability and visibility during peak demand.
Work focused on in-depth keyword research and targeted optimisation of priority product and collection pages. This included resolving technical issues, strengthening internal linking, refining metadata to improve click-through rates and enhancing on-page content to better align with high-intent search queries. These improvements helped build trust with search engines, support non-branded visibility and strengthen performance across both traditional search results and AI-driven SERP features.
Key Features:
Keyword research and optimisation for priority PLPs and PDPs
Technical SEO improvements to strengthen internal linking
Metadata and on-page content optimisation to improve rankings and CTR
Seasonal SEO strategies supporting Black Friday and Christmas
The combined website and SEO work delivered a stronger foundation for e-commerce growth, particularly during peak trading periods. From a UX and design perspective, customers are encouraged to explore more products through intuitive visual merchandising, in-cart upsells, and complementary recommendations, which directly support higher average order values.
At the same time, the SEO strategy drove clear improvements in organic visibility and revenue. Enhanced product and collection pages, supported by technical fixes and keyword-focused content, helped stabilise rankings for competitive terms and increase non-branded exposure during key seasonal moments. This resulted in stronger organic performance across both traffic quality and revenue contribution.
Together, the improvements to website experience and organic search performance have positioned Silver UK with a faster, more scalable, and commercially effective e-commerce platform built to support ongoing growth across both design-led and search-led acquisition.
Posh Totty
Setting the new gold standard in jewellery ecommerce
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