Making the product page ask for the enquiry

01 — How to read this

These are wireframes, not final design

They're drawn using the real site's typography, colours and button styles so you can judge them honestly rather than squinting at grey boxes. But the copy is indicative and the spacing isn't final — the point here is the structure: which buttons exist, what they say, and which one is loudest.

02 — Where we landed

The brief, as I understand it

Pulling the thread together — three things everyone seems agreed on, and one question that's still open.

• Enquiry is the main job, not purchase. Kosta's numbers: roughly a tenth of the catalogue could ship as-is, and in store it's about 5% from stock against 95% custom makes on a 4–6 week turnaround. The page should be built for the 90%, with purchase available where it genuinely applies.
• Buy Now stays where it's real. Andrew's point about interstate customers holds — someone in Perth who wants a piece that's ready shouldn't have to start a conversation to get it.
• Fewer options, not more. Right now a purchasable piece offers four competing actions. Andrew's instinct to drop the enquiry list from the main stack is the right one.
• The 360° view is parked. Andrew: "Dump the 360 degree for now. 2027 problem."

03 — The page today

What a customer sees right now

Two different products, two different states. Both taken from the live site this morning.

• 1"Add to enquiry list" is buried in the options row. It sits inline with the two dropdowns at half width, so it reads as a form field rather than an action.
• 2Buy Now is charcoal, not brand burgundy. It's the biggest button on the page but it's the same colour as the body text, which is why it doesn't announce itself — Andrew's read on this was right.
• 3"Add to bag" and "Buy now" are the same intention twice. For a jeweller where nobody buys two engagement rings, the cart step is pure friction.
• 4On a made-to-order piece, the only action is the enquiry list. It's a wishlist, not a conversation — the customer has no idea a human will reply.
• 5"Send a hint" opens the customer's email client. This is the envelope behaviour Andrew flagged: if they don't have mail set up, the lead is gone.

• Nothing in the buy box starts a conversation. There is a "Book an appointment" button on the page, but the first one sits roughly 700px below the buy box — past the fold, after the customer has already decided whether to bother.
• The purchasable state offers four actions with no hierarchy; the made-to-order state offers two, neither of which reaches MDT.
• On a 1440×900 desktop the first button sits 949px down the page — most of a screen of scrolling before there's anything to press.

04 — Option A

Two states, one clear primary action in each

Kosta proposed this shape on Friday and Andrew endorsed it — "I like that approach" — so it's the closest thing the thread has to a settled direction. The page decides which state to show based on whether the piece is purchasable; Kosta controls that per product from the admin, same as now.

Two of Andrew's follow-on amendments are drawn in below but haven't been confirmed by Kosta yet: dropping "add to enquiry list" from the main stack, and changing the primary button from black to the brand burgundy.

The core move: one loud burgundy button, one quiet outline button, and everything else demoted to a text link.

• 1Buy Now becomes burgundy and carries the price. Same button, brand colour, and the amount repeated on the button itself so there's no ambiguity about what pressing it commits to.
• 2"Ask a question" is present even when the piece is purchasable. An $11,200 decision usually involves a question first — this is Kosta's suggestion, exactly as he put it.
• 3"Add to bag" is gone; the enquiry list drops to a text link. Andrew's call on removing options. The enquiry list still works for people building a list to try on — it just stops competing with the primary action.
• 4On made-to-order, "Ask a question" takes the burgundy slot. Opens the same quick popup — name, email, phone, message — so nobody needs a working mail client. This is the envelope behaviour Andrew asked for.
• 5"Book an appointment" as the secondary. Kosta's point that the aim is an enquiry or a viewing. It reuses the appointment modal already built into the page further down.
• 6The 4–6 week make time is stated up front. Turns "you can't buy this" into "this is made for you" — which is the actual story, and it sets expectations before the enquiry rather than after.

05 — Option B

One button on every product: "I want this"

The idea I floated on Friday, drawn up properly. Every product — purchasable or not — gets the same single burgundy button. What happens next is decided in the popup, based on the piece.

Option B · the button every product

From$ 4,850

Price adjusts with your stone, size and metal choice

Ring size

Select your size (or we'll help you)▾

Find your size →

I want this

1

Add to enquiry list · Send a hint

Handmade to order in our Melbourne workshop · allow 4–6 weeks

Identical on every product.
The popup does the branching.

Option B · popup, available now ~10% of range

✕

Good news

This one's ready now.

This piece is in stock as shown and can be with you in days — or we can make it your own instead. Your call.

Pear Shape Diamond Solitaire C363 · 18ct Yellow Gold · Size Q

Buy now — $11,200

or

Ask a question first

Free insured shipping worldwide · Lifetime manufacturer's warranty

2

Option B · popup, made to order ~90% of range

✕

Made for you

Let's talk about making it.

This design is handmade to order in our Collins Street workshop, which means the stone, the metal and the size can all become yours. Tell us what you're after and one of our jewellers will reply personally.

Pear Shape Black Diamond Halo C1017 · 18ct Yellow Gold

First name

Surname

Email

Phone

Anything you'd like changed? (optional)

Send my enquiry

Or book an appointment to see it in person · 03 9654 6805

3

What this buys you

• 1One thing to measure. Every product page has the same button, so "how many people wanted a piece" becomes a single number — comparable across the whole catalogue and usable as one conversion goal, rather than a figure assembled from two different buttons on two page states.
• 2Stock becomes a happy surprise. Rather than the customer working out whether they're allowed to buy, the page tells them — and "this one's ready now" is a much better message than a button that was always there.
• 3The form is the destination, not a detour. No mail client, no contact page, no losing the product they were looking at. The piece is shown right there in the popup so the enquiry arrives with full context.

The honest trade-off: Option B adds one click before a purchase. For the ~10% of pieces someone can buy outright, that's a real cost — Andrew's "straight to checkout, boom" instinct pushes the other way. Worth weighing against the fact that those same pieces are the ones least likely to sell without a conversation first.

06 — Side by side

How they compare

07 — Mobile

The action follows you down the page

The gap between the top of the page and the first button is worse on a phone than on desktop — the gallery becomes a full-width swipe carousel and the heading takes several lines before the buy box appears. A slim sticky bar fixes that in both options, and it's the same small piece of work either way.

Option A · made to order

Pear Shape Black Diamond Halo

From $4,850 · handmade to order

Appointment

Ask a question

Option B · any product

Pear Shape Diamond Solitaire

$11,200 · ready now

I want this

The bar sits at the bottom of the screen and stays there as the customer scrolls. It appears once they've scrolled past the main image, so it never covers the jewellery.

08 — Scope

What's in this pass, and what isn't

Assuming we go with the buy-box scope, here's the split. Everything in the right-hand column is worth doing — it's just not this piece of work. If you decide you want the whole page instead, most of the right-hand column moves left and the estimate changes accordingly.

09 — Recommendation

What I'd do

10 — Over to you

Five things I need to know