33% Uplift in Add-to-Carts

Engagement rings, a top seller in-store, were not selling as easily online. This makes sense, due to the inherently special and personal nature of purchasing engagement rings, especially those of De Beers’ quality. The question became: how can we recreate De Beers’ in-store excellence for online shoppers?


De Beers wanted to enhance their digital shopping journey and reduce drop-off on engagement ring pages.


  • 33.43% uplift in add-to-carts

About De Beers

Founded in 1888, De Beers Group is an international corporation specializing in diamond retail.

Headquartered in London, they continue to operate 35% of the world’s rough diamond sales, grossing several billion pounds each year.

The company has also pioneered new technology in the diamond industry, having built a blockchain tracking system for product traceability.

Leaning In

Redesigning aspects of the online experience to better match that of the bricks-and-mortar store helped to create an omnichannel journey.

Shoppers tended to use the website as a showroom, eventually visiting the physical shop to purchase what they’d seen online.

LeanConvert Solution

Insights and Impact Mapping

LeanConvert combined behavior analysis, optimisation technologies, and our unique impact mapping methodology to understand where and when shoppers were dropping off of engagement ring pages, and then to remedy the issue.

Customer Empathy

By rearranging the filters so that they were ordered from most important (carat) to least important (size), with “importance” being determined by analysing shopping behavior, shoppers were much more likely to reach the end of the selection process. Understanding what was important for De Beers customers was crucial.

Frictionless Experience

We mimicked the ease of in-store shopping by automatically opening and closing consecutive filters (rather than forcing the shopper to click through each one

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We wanted a partner that understood optimisation as well as luxury — someone that could help accelerate transformation but also get results during the process. When it comes to engagement rings, the selection process is supported in the store by a diamond expert. Online, the customer doesn’t get the same support. We needed to improve that so that the two experiences could better match. Successfully doing so led to a massive increase in customer conversion.

Michel Tjoeng

Head of Digital and Customer Experience

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