Case Study: Brian Gavin Diamonds achieves 60% increase in checkout-to-payment conversions with Google Analytics Solutions

Brian Gavin Diamonds Sees 60% Increase in Customer Checkout With Google Enhanced Ecommerce

Brian Gavin Diamonds is a Houston-based jeweler known for custom engagement rings and its signature "hearts and arrows" diamonds, with about 95% of sales online and heavy influence from phone-based customer service. Preparing for an e-commerce redesign, the company needed a complete view of customers’ pre-purchase behavior and how offline interactions affected online conversions, having suspected significant cart abandonment.

By implementing Google Enhanced Ecommerce, Brian Gavin Diamonds pinpointed over $500K in monthly lost sales from abandoned carts and used the insights to add a guest checkout and streamline site features (including repositioning live chat and improving category navigation). Those changes drove a 60% increase in customers progressing from checkout to the payment page, a 6% sales boost from a new diamond collection, and plans to track offline conversions via the Analytics API.

Brian Gavin