I am consulting a client who is opening a jewellery ecommerce store. I thought this would be an easy one, but it turns out selling jewellery online is harder than almost any bespoke product. For those who will say "this is obvious", I did not know this. Now I do.

So here is my FREE tip for your store, if you sell something people need to try before buying (not clothes, by the way):

- Add your ring sizes, chain lengths, and exact measurements directly to every product page.

Jewellery shoppers hesitate because they cannot try it on. A ring that fits, a chain that sits at the right length, an item that arrives the size they pictured.

That uncertainty is what stops the sale. Spell it out for them. Add a simple size guide, list the dimensions in millimetres, show the chain length on a model or against a common object.

The more confident a buyer feels about fit, the fewer abandoned carts and the fewer returns you handle later.

Pick your best selling product and do it on that one page today. Then work through the rest.