eCommerce marketing is becoming more important than ever.
In 2020, the total online spending of consumers with U.S. merchants was $861 billion – an astonishing 44.0% increase over 2019’s figures.
With the competition for clicks increasing, it’s the brands that are willing to go the extra mile who will stand out from the rest.
However, it can seem impossible to design a successful eCommerce marketing strategy. Even if you are new to eCommerce.
We’ll be breaking down 9 easy-to-implement strategies for eCommerce marketing that top-tier brands use to increase conversions and convert customers into raving fans in this post.
It doesn’t take much to update your website or redesign your brand.
With a few tweaks you can increase your revenue without much effort.
Here’s a quick primer on the eCommerce sales funnel
These are three types of eCommerce marketing strategies that you will find below:
- Top of the funnel
- Mitte of the funnel
- The bottom of the funnel
These three stages together make up what is known as an eCommerce funnel.
A funnel is a representation of the customer’s journey, from the moment they hear about your brand to when they become customers.
It is usually divided into four stages.
Because certain marketing techniques work better at specific stages of a funnel, the funnel is divided into these sections.
Let’s say, for example, you have a backpack.
You wouldn’t see a backpack ad on Facebook and click through to buy it right away.
It’s possible, but it is not impossible. Your journey will likely look more like this:
- A travel blog lists the top five must-have backpacks in 2021
- You like the brand you see, so follow them on Instagram
- You can subscribe to their email list by sharing an Instagram story
- A two-week late offer is sent to your inbox. You check-out after the fact.
You can see the process of becoming a paying customer and discovering the brand.
These steps will help you as a merchant build trust and lay the foundation for more conversions and profit.
- Magento Pos
- Shopify Pos
- Bigcommerce Pos
- Woocommerce Pos
- Netsuite pos
- Bigcommerce automation
- Shopify automation
Top of the Funnel eCommerce Marketing Tips
There are a lot of people who want to purchase your product right now.
Problem? The problem?
Top-of-the funnel eCommerce marketing is all about getting your name out and encouraging potential customers to engage with your brand.
It takes effort and time to convince people at this stage of a funnel that you are worth their time.
These are the tried-and-true strategies that will help you get people to your funnel.
1. Optimize Your Store’s SEO
It is important to understand the basics of SEO in order to ensure your business’ future success.
Imagine, for example, if Google ranked you #1 for terms related to Gymshark products.
SEO isn’t complicated enough? SEO can be complicated, but it doesn’t have to be.
These are the three steps to increase organic traffic.
Step 1. Step 1. Start by doing keyword research
This is where you can find out what customers are looking for and which words to rank for.
Ubersuggest or any other keyword tool will allow you to enter a keyword that is related to your product/niche.
Search for keywords that contain…
- High search volume
- Low competition
- Some purchases intent
This keyword research guide by Ahrefs is a great resource for anyone who has never done SEO.
Step 2. Step 2.
After you have chosen keywords, place them in these places:
- Product page titles
- Longer product descriptions are better – 1k words is the ideal length.
- Alt text and file names for image files
- Tags for product or collection items
- Meta titles and descriptions
- Your URL addresses
These keywords will let Google determine if your page is relevant for your customers by placing them in these areas.
Step 3. Step 3.
To show Google that your site is trustworthy, you will need to create links.
Backlinks are links to your website from other websites.
You can do this in many ways, but I’ll show you one that only takes five to ten minutes each day.
- Register to HARO (a service that allows journalists to request expert quotes and unique products for their articles)
- Check out the three emails they send each day
- Review websites, gift guides, etc. may request your target product.
You’ll get a backlink to the site if your product is featured.
Here’s an example: A review in NYT magazine linking Tushy to eCom Bidet store Tushy
Although it’s not possible to determine if this particular link was obtained via HARO, there are plenty of other similar opportunities available on the platform every week.
You can then be patient.
You can simply rinse and repeat this for several months and you will begin to see an increase in your domain authority, traffic and revenue over time.
2. Find micro-influencers via Instagram
Micro-influencers can be people with 1,000 to 10,000 followers.
They are amazing because:
- Higher engagement rates than bigger influencers
- They are more in touch with their followers than others.
- They are much more affordable than those with large followings
- High-end content that you can reuse for marketing channels
You can expect to be paid between $50-200 for each shout-out when you work with micro-influencers. This means that you don’t have to spend a lot of money to drive traffic.
Sometimes, small influencers will be happy to give a review or shout out for a product in exchange for a review.
You can search for micro-influencers by searching #hashtags relevant to your niche on Instagram.
Here’s an example:
Continue searching until you find a list of 20-30 micro-influencers.
Next, send a DM to them expressing your admiration for their work and your desire to collaborate.
Send your micro-influencers a link or offer, create a coupon code, and then send them payments via PayPal. Then, just relax and watch the traffic pour into your store.
Tip: Always ensure that your influencers have a minimum engagement rate of 3% (i.e. each post should have likeds equal to 3% of their total audience).
3. Start a Referral Program
Your existing customers are the best way to attract new customers.
Referrals can be a real growth agent for your company.
Why? Referred by a friend, people are 400% less likely to buy than if they find you on their own.
Referral programs should offer customers incentives to spread the word about your brand.
Cole Haan, a footwear brand, is a good example.
Refer a friend and get $25 off your purchase.
This is how powerful it is. Next time your friend compliments you Cole Haan sneakers they will likely end up telling you that they can save $25.
You can add a similar offer in your eCommerce marketing funnel to turn one customer into many.
Tip: Make signing up for your referral program as simple as possible. Your conversion rates will be maximized if you have a simple 2-step process and a compelling offer.
Middle of the Funnel eCommerce Marketing Techniques
Have you been contemplating buying that product for years but never got around to it?
You’re right, you’re in middle of the ecommerce marketing funnel for that company.
This means that you are familiar with the brand and have seen their products but don’t know if they’re right.
These four ecommerce marketing strategies will push you to make a purchase.
1. Use Quizzes to Personalize Your Experience
Which one of these would help you make a purchase decision?
- You can get a personalized recommendation based on…
- Is it based on guesswork?
It’s obvious that it is the former.
Let’s say you are looking for a subscription to coffee but aren’t sure what kind of coffee you would like.
Enter Trade Coffee’s personalization quiz:
These personalization quizzes have been appearing on many eCommerce sites throughout 2020 and are not expected to go away anytime soon.
Why? They work. Accenture found that 91% of consumers are more inclined to shop for brands that offer relevant recommendations.
Quizzes can also be used to gather email addresses of potential customers, even if they don’t convert right away.
Trade Coffee asks you a few questions about your preferences and tastes to recommend the right coffee for you.
It’s not hard to take up such a great deal when you combine a personal product with a killer deal like 50% off your first bag + free shipping
eCom quizzes can help you find the perfect size clothes or your dream holiday destination.
Consider how you could add them to your marketing strategy today.
2. Send welcome emails
Every eCommerce store should have a well-written welcome email by 2020.
Second, it is believed that customers who sign up for your email list are more likely to answer ‘yes’ when you ask them next.
Research shows that your welcome emails are more engaging with shoppers.
It’s an enormous opportunity to make a difference, right?
What should you include in your welcome email message?
These are the four main points.
- Recognize subscribers who joined your mailing list
- Describe the core elements of your brand’s message
- Inform subscribers about future email offers
- Give your subscribers reasons to come back to you store
Here’s a great example from Supergoop, a skincare brand.
The email was created as a message from the founder and is branded with Supergoop colors. It also includes a “Welcome to the Movement”, which creates a feeling of connection.
The copy is concise and straight to the point. To entice already warm leads, there is a 10% discount code.
3. Retargeting ads are a great way to increase traffic
People will respond better to advertising efforts if they are familiar with your brand.
Retargeting is the best way to maximize your ROI on paid advertising.
It is believed that retargeting makes visitors who visit once more than 40% more likely to convert.
There are two types of retargeting that you should try:
a) Facebook Retargeting
Lee, a clothing company, uses dynamic retargeting to attract visitors to their site using clever copy and clever copy. They show them the exact products that they were looking at.
With a little knowledge, retargeting ads on Facebook can be very simple to set up. To learn the basics, visit Facebook’s knowledge centre.
b) Google Ads Retargeting
Google Ads Retargeting is another type of retargeting you should consider.
I was looking into a shoe company called Valesca a while back.
Later in the day I checked to see what movies were playing on the TV.
And then Bam! There in the upper corner I see a pair Valesca shoes staring back at me.
Then, just before going to bed, I was following Instagram (bad habit, I am sorry) and I am contacted by this ad.
This is some powerful stuff, right?!
This type of advertising is effective, but slightly creepy, if you’ve ever been spied on the internet.
Here’s four best practices for killer retargeting ads:
- Add social proof. We trust strangers’ opinions a frightening amount. With testimonials, reviews, and unboxings, you can show your customers how much they love your products.
- Use a Burn Pixel –a burning pixel is code that prevents customers from seeing your ads after they have made a purchase.
- Do not serve retargeting ads more than 20 times per 30 days. If you bombard your audience with ads, it could cause irritation.
- Multiple creatives – Too many ads can lead to ad fatigue. Keep your ads interesting and keep your CTR high by using 5-6 different variations
The Bottom Line of Funnel eCommerce Marketing Techniques
Customers know you and trust you. They are considering purchasing your products.
These are four proven strategies to market eCommerce and seal the deal.
1. Get to the top of your product page
A staggering 81% consumer conducts online research before purchasing.
Where do they find most of the information? Yup, your product pages.
Customers can’t hold the product unlike in-store shopping. That’s why your product pages must provide all information they need to make a purchase.
Let’s take a look at Allbirds, a shoe company that teaches us how to create a great product page.
You can immediately see that Allbirds have a few key points with…
- Professional product photos: Including a mixture of lifestyle shots and product shots taken from multiple angles (and a product video).
- Clear CTA: High contrast “Add to Cart” button. It’s visible above the fold for both desktop and mobile. There’s also a reminder below about ‘free shipping and returns’.
- Customer Reviews:50% shoppers believe that reviews have an influence on their purchasing decision. Reviews are therefore essential for achieving the highest conversion rates.
- Shipping details, technical specs and size information:Since customers cannot try on shoes, size charts give buyers the assurance that they will get the right size.
Scroll down to see more images and compelling reasons why you should buy the shoes.
They wrap up the product page by adding one last conversion booster – reviews. Customers can see what others think about the product.
Tip: Allbirds uses a live support widget to allow shoppers to get their questions answered immediately. It’s like a virtual assistant for your shop. You can also add it to your shop!
2. Send abandoned cart emails
It’s true that around 70% of those who add products to their cart don’t end buying them.
They may have misjudged the price, sent too much shipping, or had their dinner burned in the oven. So they shut their laptops and went.
Abandoned Cart Emails are the answer. These emails give you the chance to seduce shoppers to return to their purchase.
Let’s take a look at the contents of an abandoned cart email, using an example from Blenders Eyewear.
This email is so effective because it contains a few key points:
- To encourage customers to return to their carts, it offers a 15% discount
- It is optimized for mobile devices (where the majority of people read abandoned cart emails).
- The copy conveys scarcity and urgency.
- It shows which product the shopper has abandoned
- It’s clear that there’s an urge to act (I would probably have chosen a more contrasty color, mind you).
- You’ll find support options at the bottom to help customers obtain the information they require.
- Blenders also know that shipping costs are the biggest reason customers abandon their carts. They remind customers that they can get free shipping if they spend over $40
These elements can be incorporated into your email newsletter or email flow to bring more customers back to checkout.
For more information on crafting effective cart recovery emails, see this abandoned cart guide.
3. Upsell on the Thank You Page
Thank-you pages are one of the most neglected pages in eCommerce marketing.
The thank-you page in your sales funnel is probably the most neglected.
It’s your thank-you page!
- Has a 100% ‘open’ rate (unlike post-purchase emails).
- Shoppers looking for shipping updates may revisit this page multiple times.
- It is viewed immediately after purchase by shoppers in peak buying mode.
It’s difficult to imagine a better digital asset for cross-selling and post-purchase selling.
You should also consider whether you can afford to follow the lead of eCommerce giants like Amazon or eBay.
Okay, but how much revenue could you generate from page upselling?
Let’s take an eCommerce store as an example. It customized its thank you page using ReConvert in the past six months.
This store, which created a simple post-purchase promotion, was able to increase their monthly revenue by PS12,699 ($17.984) – an incredible 27.4% increase in total revenue.
How can you get numbers like these?
These are some tips for thank-you pages to help you get there.
- Limit the amount of the thank-you page offer to the transaction.
- Countdown timers can be used to increase urgency and drive customer action.
- You can use triggers to provide personalized recommendations that will increase conversions.
- To seduce buyers, offer a compelling discount product.
- It should be as easy as possible to claim your offer (preferably one-click)
- Your thank you page should be branded so that it blends in with your store’s rest.
Merchants know that increasing revenue requires hours of planning, lots of testing, complicated schemes and a lot of capital.
However, customizing your thank-you page does not require all that. It already exists. It’s just that you aren’t putting it to use.
Don’t wait any longer! Before your competitors do it, start offering cross-sells and upsells after purchase.