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Landing Page Audit: Blue Nile


We all know that diamonds are a girl’s best friend. But, traditionally, we think of diamonds in fancy stores in the mall with perfect display-case lighting and suited salespeople ready to tell you about cut and clarity. But have you ever thought of shopping for your diamonds and wedding rings online?

Plug in a quick search for “Wedding Rings” in Google and you get amazing results, so we know people shop for wedding rings online as well as in those fancy mall jewelry stores. Today we’re taking a look at online retailer Blue Nile’s wedding ring offerings.

Here’s their Google ad:

And here’s where the Google ad takes you:


The Ad: On the Google ad, we love that there’s a 5-star rating. That’s a great thing to use to increase confidence. In general, the messaging on the ad really helps to reduce friction by making Blue Nile seem like a great, low-risk place to do business.

“The 5-star rating lends credibility and social proof in the ad. The ‘free FedEx & 30-day returns’ message also helps reduce friction the buyer may have about the flexibility of making such a large purchase online.” –Jenni Bruckman, Client Manager

Landing Page Messaging: It’s great that the messaging on the landing page is consistent with the ad. We see a headline that matches the ad (“Wedding Rings”) and we see the “Free FedEx Shipping” message reiterated at the top.

“On the landing page I immediately noticed ‘Free FedEx shipping on every order’ which was a feature highlighted in Blue Nile’s ad on Google.  This exhibits great continuity between the ad and the landing page.  I think it is often frustrating for customers when a selling point in an ad, like Free Shipping,  is what draws them in and makes them click, but then they don’t see any reference to it on the landing page.” –Meredith Morgan, Director, Client Strategy

Landing Page Educational Info: There’s a lot of great help to be found at Blue Nile, and we like that. Not only is there an Education tab right at the top that you can click to help you with your decision, but there’s also a Live Chat button and a phone number clearly listed at the top of the page. When you’re making a decision as important as what wedding rings to buy, it’s helpful to know that you can get the support you need.


Social Proof: While the Google ad has that nice 5-star rating to help let us know that people like Blue Nile, we’d love to see some more of that on the landing page itself. We see from some of the other pages on the site that Blue Nile is the largest online retailer of certified diamonds and fine jewelry. Why not add a fact like that to the landing page?

“Purchase decisions as important as wedding rings are done with substantial second and third party advice.  When making an online decision of this magnitude, it is important to incorporate (or at least test) relevant social proof whenever possible throughout the sales funnel.” –Nathan Spotz, Director, Business Development

The Content: Holy moly, that’s a lot of wedding rings. We’re overwhelmed by the content on this landing page. We’re seeing wedding rings for both men and women, and also engagement rings, and there are tabs to get to all the jewelry and other gifts.

“There are too many opportunities for me to get distracted on this landing page. If I arrived here from the Google ad, I am interested in wedding rings, so the ‘diamonds,’ ‘engagement’ and ‘gifts’ navigation can be removed or moved.” –Rachel Healy, Copywriter

So, tell us what you think! Do you agree with our conversion experts?

As always, these are our ideas based on best practices, which don’t necessarily mean they’re the best ideas, period. In testing an idea, sometimes what you think will work better just… doesn’t. Test, test, test!