Ecommerce Marketing: 11 Strategies to Drive Traffic and Sales

Ecommerce selling is the process of making imaginable customers alert of your online store and generating sales. Using channels similar hunt engines, societal media, blog content, and email.

When you instrumentality the close ecommerce selling strategy, you tin marque a large interaction connected your business’s performance.

For example, FilterKing.com skyrocketed from 0 to $460K successful gross with a coagulated ecommerce SEO strategy and Paid Ads, present attracting 100K monthly visitors.

In this post, we’ll springiness you 11 ecommerce selling strategies to assistance turn your ain traffic, marque awareness, and sales.

1. Add User-Generated Videos to Your Product Pages

Use video content to amusement disconnected your products and amended customers. It tin assistance you link with customers portion promoting your products. Potentially starring to boosted sales.

Take goPure, for example. The quality marque added shoppable contented carousels to its landing and merchandise pages.

These fto viewers store products straight done links wrong the video.

The extremity was to assistance visitors marque informed buying decisions based connected real-life experiences shared by different customers.

These videos led to 1,705 orders for goPure wrong 60 days. They besides helped make $200K successful gross with a 13% mean conversion complaint from video-engaged visitors connected the site.

There are tons of different video selling formats you tin usage to prosecute your audience. And the videos don’t adjacent request to beryllium connected your website.

For example, you could:

• Work with influencers (more connected them later) to make unboxing videos connected platforms similar TikTok oregon YouTube
• Create explainer videos showing customers however to usage your products
• Put unneurotic behind-the-scenes videos of the manufacturing process

2. Optimize Your Webpages with SEO

Search motor optimization (SEO) tin assistance your merchandise pages fertile higher connected hunt engines similar Google and Bing.

The apical integrated (unpaid) hunt effect is 10x much likely to get clicks compared to the #10 result. And since you request clicks to get sales, 1 of your main goals should beryllium to fertile your merchandise pages and different contented higher successful hunt results.

But implementing a ecommerce SEO strategy tin beryllium daunting. As determination are a batch of factors to consider.

To marque it easier, absorption connected these 2 high-impact areas of your website’s SEO first:

Keyword Research

Keyword research tells you what your assemblage is searching for connected Google.

You past optimize your merchandise and category/collection pages for these hunt terms. With the extremity of ranking them higher successful hunt results, driving much postulation to your website, and generating much sales.

But however bash you find relevant, high-value keywords?

By utilizing SEO tools similar Semrush’s Keyword Magic Tool.

Simply participate your main keyword and it gives you tons of related keywords to explore. Along with estimated hunt measurement and keyword trouble scores for each one.

Here are the results for the keyword “indestructible canine toys.”

The perfect keywords to target:

• Are applicable to your products
• Have a reasonably precocious hunt volume
• Have debased keyword trouble scores

Once you person a database of applicable keywords to target, adhd them to your merchandise pages successful a earthy way. Use applicable keywords successful your leafage URLs and merchandise descriptions to marque it wide to users and hunt engines what each leafage is about.

Also adhd applicable keywords to your category/collection pages.

These tin beryllium large ways to fertile for much wide terms:

Site Architecture

Simplify your site structure and guarantee each leafage is easy accessible wrong a fewer clicks. This makes it easier for Google to find and recognize the contented connected your website.

It besides makes it easier for users (i.e., imaginable customers) to find what they’re looking for.

When Munchkin recovered that shoppers were struggling to find what they needed quickly, the marque focused connected revamping its main navigation. This included:

• Simplifying the tract structure: Ensured casual entree to each leafage wrong a fewer clicks to forestall visitors from getting lost
• Redesigning the homepage layout: Highlighted cardinal categories to marque navigation easier
• Refining the merchandise categorization: Organized products into logical groups with wide labels for quicker access

The navigation paper went from this:

To this:

And these changes paid off.

Shoppers recovered it easier to research Munchkin’s improved site, starring to lower bounce rates and much engagement overall.

Your ecommerce store’s navigation should be:

• Logical: Your imaginable customers shouldn’t person to conjecture wherever to find things. Use wide links for your main store leafage and cardinal categories.
• Consistent: Ensure your main navigation is accordant arsenic customers determination betwixt pages. If it’s not, they mightiness get confused, starring to an unpleasant buying experience.
• Mobile friendly: 60% of each ecommerce income are connected mobile. Your tract should truthful beryllium conscionable arsenic casual to usage and navigate connected mobile arsenic it is connected desktop.

3. Post Relevant, Informative Content connected Your Blog

Create contented that brings readers to your website who whitethorn beryllium funny successful the products you offer. Creating videos, similar we discussed successful strategy #1, is 1 mode to bash this. But you tin besides make written blog content.

For example, let’s accidental you merchantability java products and 1 of your merchandise categories is java cleaning supplies. Jump into Semrush’s Keyword Magic Tool similar we did successful strategy #2.

Entering the wide keyword “clean java machine” gives results similar this:

Prioritize applicable topics with precocious hunt volumes. And if you’re conscionable starting out, prime low-competition keywords by paying attraction to the keyword trouble file (marked “KD %”).

You could make contented targeting keywords like:

• How bash I cleanable a java machine: You could speech astir antithetic cleaning methods. And weave successful mentions and links to your ain products.
• How bash you cleanable a java instrumentality with vinegar: You mightiness locomotion the scholar done the process. Then connection your products arsenic alternatives to utilizing vinegar.
• How to cleanable a Keurig java machine: You could amusement a scholar however they tin usage your products to cleanable this benignant of java machine. You could bash this for different brands too.

4. Develop a Social Media Marketing Plan (Including Lo-Fi Content)

Use a operation of paid and integrated strategies to marketplace your online store connected societal media.

High-quality integrated societal media contented tin output semipermanent results, and let you to physique a loyal community. While paid societal media ads and sponsored posts tin rapidly physique marque consciousness and make sales.

Organic societal media strategies for ecommerce sites include:

• Posting merchandise reviews from customers connected your societal media accounts
• Regularly engaging with visitors and followers
• Announcing merchandise launches oregon peculiar offers

Like however Solo Stove announces giveaways successful collaboration with different brands connected their Instagram page:

Paid societal media strategies for ecommerce sites include:

• Running paid ads and promoting your integrated posts (through functions similar Facebook’s station boosting feature)
• Collaborating with influencers to instrumentality vantage of their existing following
• Using Facebook lookalike audiences to people ads to those who stock akin interests to your existing customers

Implement Lo-Fi Content

Consider tapping into the inclination of low-production, authentic societal media posts. Often referred to arsenic lo-fi content.

This benignant of content, typically successful video form, is intentionally debased successful accumulation value. Often changeable connected your smartphone, and with small to nary editing, this is simply a unsocial mode to amusement disconnected your products. Or supply your assemblage with behind-the-scenes content.

Here’s an illustration of lo-fi contented from Lego. It shows disconnected a fewer of the brand’s keychains with their real-life “counterparts” and is intelligibly changeable connected a smartphone with minimal editing.

A large payment of the little accumulation costs is the higher ROI if you tin propulsion it off. Shooting videos connected your smartphone versus utilizing a nonrecreational accumulation squad tin importantly chopped costs.

And these posts often spot higher engagement too. On Instagram, lo-fi Reels tin person 40% much views compared to hi-fi content. Making it a almighty format for some paid and integrated societal posts.

5. Set Up Google Shopping Ads

Google Shopping ads look astatine the apical of Google hunt results and supply elaborate merchandise information, including images and lawsuit ratings.

With these ads, you tin spot your products precisely wherever imaginable customers are looking.

Use the PLA Research instrumentality from Semrush to recognize what your competitors are doing with their ain Google Shopping ads.

Simply participate your competitor’s website to spot the ads they’re running. You’ll get insights into however galore ads they’re moving and the fig of keywords their ads look for.

You tin leap into the “PLA Copies” tab to spot details of the ads your rival is running. And the keywords each advertisement ranks for.

Use these insights to amended your ain ads and landing pages and pull much customers.

6. Collect Email Addresses Through Innovative Pop-Ups

Email tin beryllium a almighty maneuver to physique beardown lawsuit relationships that convert. DSLRPros, for example, saw a 4.4x summation successful orders and a 9x boost successful gross by mounting up email selling campaigns.

But getting email addresses is often the hard part. You’ll apt get them erstwhile a lawsuit goes done your checkout process.

But what astir imaginable customers who haven’t bought thing yet?

One solution is to usage unsocial pop-ups connected your website. These tin beryllium intrusive erstwhile executed poorly. But erstwhile done right, they tin beryllium an effectual mode to cod emails without frustrating your website visitors.

For example, here’s an illustration of however manner marque Asphalte utilized pop-ups to make 4,000 caller leads per month:

The pop-up is unique, engages the user, and leads to a survey wherever they tin supply feedback connected the brand’s caller designs. And successful return, Asphalte gets the user’s email address.

What to Do With These Emails

Getting engagement connected your pop-ups is 1 thing. Turning that engagement into leads (like Asphalte above) requires coagulated email marketing.

You tin usage email sequences to make income from imaginable customers. An email series is simply a bid of selling messages you nonstop to your assemblage connected a planned schedule.

Combine immoderate of the pursuing strategies with your pop-ups to crook engaged visitors into paying customers:

• Welcome series: Introduce caller leads to your brand, products, and values. Offer a invited discount oregon inducement to promote their archetypal purchase.
• Product recommendations: Base these connected customers’ interactions with your pop-ups. Like their answers to survey questions.
• Seasonal/holiday campaigns: Tailor your emails to coincide with holidays, seasons, oregon peculiar events. Share exclusive promotions, themed content, oregon acquisition guides to thrust income during highest times.

7. Personalize Online Shopping Experiences

Create idiosyncratic interactions and experiences for customers based connected their erstwhile purchases, location, browsing behavior, and different interests.

94% of marketers accidental personalization boosts sales. Which makes sense, considering 73% of consumers aged 18-34 are apt to marque a acquisition erstwhile a marque offers personalized experiences.

How you personalize your campaigns mostly depends connected what benignant of campaigns you’re running. If it’s email, you tin usage tactics similar invited emails and abandoned cart reminders. These are emails you nonstop to website visitors who near earlier making a purchase.

But you tin besides instrumentality personalization features connected your website. For example, Amazon often suggests products based connected a user’s browser history:

8. Create a (Branded) Loyalty Program

Loyalty programs tin incentivize customers to instrumentality with your brand. As you springiness them rewards oregon discounts for consistently choosing your products.

You could make a tiered programme based connected however overmuch customers spend. And springiness them personalized rewards, similar a day gift. This is what footwear marque Aldo does:

You tin besides usage loyalty programs to promote shoppers to prosecute with your marque elsewhere. This tin assistance turn your online beingness portion besides giving you a mode of re-engaging followers successful different places.

Beauty marque Blume does this with its “Blumetopia” loyalty program:

Blume went a measurement further than conscionable creating a generic loyalty programme and created a branded one. And adjacent created their ain “Blume Bucks” currency.

Consider if determination is simply a mode to personalize your ain loyalty program. To assistance your customers consciousness similar portion of your community.

9. Partner with Micro-Influencers

Most brands partnering with influencers are ecommerce stores—and for bully reason.

Influencer contented shows products successful action. This tin assistance physique credibility. And your marque tin leverage the audiences of those already fashionable connected assorted societal media platforms.

But:

Follower number isn’t everything. And you tin spot large results from moving with micro-influencers.

These are often defined arsenic influencers with astir 1,000 to 100,000 followers. And they thin to drive the astir engagement crossed YouTube, Instagram, and TikTok.

For example, quality marque LOOKFANTASTIC leveraged engaging concern ads created by micro-influencers.

This attack yielded a 27% higher click-through rate and a 9% little outgo per acquisition compared to utilizing regular societal ads alone.

How to Find Micro-Influencer Partnerships

Use Semrush’s Influencer Analytics app to observe niche influencers and recognize their assemblage demographics, preferred societal channels, and engagement levels.

The instrumentality tin amusement you a database of influencers successful your niche.

Refine your hunt by filtering based connected criteria similar subscriber count, location, and pricing.

10. Retarget Potential Customers Across Different Platforms

Use retargeting to scope imaginable customers who person shown involvement successful your products but didn’t marque a purchase. You tin usage ads, emails, and SMS messages to reconnect, reminding them of your marque and enticing them to instrumentality and buy.

Beardbrand uses a dual attack to bring backmost customers who abandoned their carts. Through cart betterment emails and Facebook retargeting ads.

You’ll get an email to implicit your acquisition aft leaving your cart:

Then, arsenic you browse Facebook, you’ll often spot carousel ads from Beardbrand, personalized to your interests, nudging you to instrumentality to the website.

Here’s a speedy breakdown of immoderate cardinal retargeting tactics:

• Dynamic Product Retargeting: Show personalized ads featuring products that users person antecedently viewed connected your site. Reminding them of what they similar whitethorn marque them much apt to buy.
• Abandoned Cart Retargeting: This tin beryllium a highly effectual tactic, with a 41.18% unfastened rate and a 9.50% click-through complaint to their carts. Send reminders oregon incentives via email, SMS, oregon societal platforms to customers who didn’t spell up with their purchase.
• Post-Purchase Retargeting: Keep engaging with customers aft they bargain to upsell oregon cross-sell related products. This keeps your marque apical of caput and tin assistance summation your lawsuit beingness value.

11. Practice Ecommerce CRO

Who’s leaving your tract without purchasing and why? Can you recapture those missed opportunities?

Conversion complaint optimization (CRO) helps you reply these important questions.

Here are 4 ways to optimize your website for conversions:

Optimize Product Pages

You tin amended your website merchandise pages by:

• Making merchandise descriptions wide and adding noticeable calls to enactment (CTAs)
• Adding high-quality images and societal proof, similar user-generated contented and testimonials, to physique trust
• Ensuring your website is mobile-friendly and has accelerated loading times for a seamless idiosyncratic acquisition crossed devices

The Simple Folk’s merchandise pages are straightforward yet effective. Featuring concise but elaborate descriptions on with lawsuit reappraisal ratings to adhd immoderate societal proof:

Perform A/B Tests

With A/B testing, you amusement 2 versions of a webpage to antithetic groups of radical to spot which 1 performs best. For example, you mightiness effort retired 2 antithetic versions of a merchandise leafage with antithetic descriptions oregon fastener colors to spot which 1 leads to much sales.

Continuously trial and optimize elements of your website (like the layout, copy, and colors) to place the astir effectual combinations for expanding conversions.

Unsure wherever to start? Check retired this station sharing 20 ecommerce A/B trial experiments.

Streamline Checkout Processes

Simplify the checkout process to trim friction. Implement impermanent checkout options, advancement indicators, and aggregate outgo methods to marque it casual for customers to implicit their purchases.

Helm Boots’ checkout process does this good to marque the buying acquisition straightforward:

Offer Live Chat oregon Chatbot Support

Offer real-time assistance done unrecorded chat oregon chatbot enactment to usher customers and rapidly reply their questions. You tin besides acceptable them up to supply merchandise recommendations and enactment shoppers done the purchasing process.

For example, mattress institution Diamond Mattress provides shoppers with chatbot enactment for instant assistance related to communal issues. Like Terms of Service oregon instrumentality policy:

Streamline Your Ecommerce Marketing Efforts

You tin use these ecommerce selling strategies to conscionable astir immoderate concern that sells products. But uncovering which ones enactment champion for you mightiness instrumentality immoderate proceedings and error.

To deed the crushed running, streamline your efforts with our marketing templates, including:

• SEO templates for cardinal aspects of hunt motor optimization, similar uncovering keywords and auditing your website
• Email selling templates for creating landing pages, invited emails, and newsletters to scope your customers directly
• Social media selling templates to marque your societal profiles basal out, from processing a strategy to crafting effectual Facebook ads