Get in Touch
Before COVID-19, ecommerce firms were booming. It was not thought that the epidemic would boost consumer acceptance of internet shopping. People who previously shunned ecommerce suddenly began buying. And many, if not most, of these people will likely keep shopping online after the pandemic.
But these clients won’t just fall into your lap. If you don’t get your brand in front of prospects, they will go elsewhere. This huge opportunity has attracted many rivals. To truly stand out from the crowd and maximize your growth, you must master ecommerce digital marketing. You need the finest ecommerce marketing tactics available, not just decent ones.
Thankfully, this blog post is here to help. That’s where we come in.
In this blog post, we’ll look at ten of the most effective internet marketing methods for ecommerce businesses. It includes:
Isn’t that enough of an introduction? You came here for your next ecommerce marketing strategy, not the intro. So let us begin.
How do you locate new things to buy when shopping online? Like most people, you probably start by typing your question into a search engine (Google, Bing, etc.) and seeing what comes up. That’s how people purchase online nowadays, and that’s why SEO is so important.
To put it simply, you want search engines like Google to show your items before your competitors’. How often do you browse the search results page? Or to the second or third page? Probably not frequently enough. Being on the first page may greatly increase traffic, as can your rank on that first page.
There are several ways to improve an ecommerce website’s SEO. You may utilize common search phrases in your page titles or alt-text for pictures. But ecommerce SEO isn’t easy. Everyone would if it was. Effective ecommerce SEO involves a thorough SEO audit of your whole site.
The ideal ecommerce SEO plan starts with a realistic assessment of your current search ranking. Like getting on the scale before starting a diet, you need to know where you are now to know where you want to go.
An ecommerce SEO audit looks at how your site ranks for relevant search phrases. It indicates your “domain authority,” which is how Google evaluates your knowledge. It evaluates your site’s architecture and usability for search engines.
The top audits will also analyze your competitors’ rankings for the same keywords.
Tools like Moz and SEMRush Site Audit are helpful for ecommerce SEO audits.
Making sure product pages use the right words is one thing, but technical SEO for ecommerce websites is another. Typical technical SEO issues:
Content duplicate. Duplicate tags, meta descriptions, or on-page content are not liked by search engines!
SECURITY ISSUE Do your HTTPS pages reference to HTTP pages? No way.
Fixing these (and other) technical issues will greatly enhance your site’s SEO. Technical SEO for ecommerce is often ignored, yet important.
Your ecommerce SEO audit evaluated your performance across all keywords… But what about the others? Exploiting new keywords and search phrases is a free method to expand your audience. To find out what fresh terms to target, perform extensive ecommerce keyword research.
Thankfully, sites like SEMrush and AHREFs simplify the process. Consider how a client would begin a product search on Google or Bing. What would they ask? Think like a customer to improve your ecommerce keyword research.
When we say “on-page SEO for ecommerce,” we mean how a search engine evaluates each page on your site. Is it clear? What does it mean to the algorithms, and how do they distribute it to your target market?
On-page SEO for ecommerce includes improving the following:
On-page SEO for ecommerce sites is crucial, and this is where you should focus your efforts.
This might not make sense at first. How is off-page SEO for ecommerce possible? But just on your own site, right?
True, but the World Wide Web is still a web. Links from other sites show search engines like Google that your site is trustworthy and authoritative, improving your SEO.
Off-page SEO for ecommerce sites usually includes link building. You may write blog articles, generate premium content like ebooks, infographics, and more. Inquire about linking from your partners. Is a blogger mentioning a competitor? Instead, why not link to one of your own pages?
Your ecommerce SEO strategy will benefit from stronger web links to your site.
So you know SEO is vital. But where will you place all the SEO-friendly text? Search engines don’t like bare-bones pages with brief product descriptions, therefore content is the answer.
Content-driven ecommerce ensures good search engine rankings and targeted visitors. But, what does this mean? After all, “content” is a very broad phrase. “Content is king,” yet for a growing ecommerce firm, this may be a meaningless buzz term. Here’s how you create a winning ecommerce content strategy.
Most people associate “content” with blogs. Blogs are important (more on that later), but they’re not the sole kind of ecommerce content. Your ecommerce content strategy should consider every word on your site.
How are your items described online? Is the material engaging? Every page on your site contains content, so don’t ignore them.
Most people conceive of “content” in this way. Nowadays, anyone may establish a blog, which makes it appealing: You don’t need to be a designer or have expensive video equipment, just have something to say.
It’s tempting to use your ecommerce content marketing blogs to promote your products and brag about your brand. It’s a blunder Almost never should your blog be a “hard sell” for your product. Why? People don’t look for your goods unless you’re a huge brand.
Except in exceptional cases, these blog entries should be educational, not promotional. Even someone who never buys from you should find value in the blog. This distinguishes you from a salesman who is only out to make a quick buck. Good advise is more likely to be shared, which is a free method to attract visitors!
That doesn’t mean you should never promote your goods. Links to goods and calls-to-action at the conclusion of a blog are fantastic ways to get readers to learn more about how you can solve their problems. But never the meat of a piece.
It’s like a blog, but better. These are usually lengthier than blogs and can be downloaded. Visually attractive and more sophisticated than blogs, these may serve as high-quality tentpole pieces for your ecommerce content strategy. You may run sponsored advertisements pointing to these ebooks and utilize them to collect fresh contact information to remarket to consumers later.
It’s difficult to create video ecommerce content. In other cases, you may not want to appear on camera or purchase expensive video equipment. That’s fine! For ecommerce, product videos are frequently a smart idea because video content ranks well in search engines.
Videos don’t have to be professionally filmed! If you want to make a product film, you should employ a cameraman, however you may produce vlogs or demonstrate your product in action on a budget.
Consistency increases sales: You not only receive more visitors to your site, but you also position yourself as an authority and thought leader. What if nobody views your content? This is especially true if you are just starting out with content and are not ranking well.
Social networking, outreach to trustworthy sites, and link swapping are all fantastic strategies to get your material in front of people and boost your SEO.
Visits from SEO and content marketing may not result in sales. In reality, most won’t. 99 percent of first-time visitors won’t buy anything. So keep in touch to convert non-buyers into customers and consumers into brand loyalists. Ecommerce email marketing is one of the finest methods.
Like most ecommerce companies, you presumably already conduct some email marketing, such as seasonal specials and monthly newsletters. And there are many more. Here are the stages to successful email marketing.
How can you send emails to someone if you don’t know their email address? But it’s still a vital element of any ecommerce email marketing plan. Here are some great ideas.
Promote premium downloads. Remember those ebooks and guides? Ask for email addresses so you may send a link to them.
In high traffic material, use exit intent popups. Consider a popup with a “learn more” form (or any other version) that shows when someone leaves a page with a popular blog article. It’s vital not to be intrusive, otherwise you risk losing customers, yet most browsers tolerate a stylish popup.
Handcrafted emails, especially seasonal offers, take time and reduce the number of touch points you may have with your audience. To avoid this, utilize ecommerce marketing automation platforms like HubSpot and Mailchimp to set up automated nurturing programs. This means you just need to set up the automatic campaigns once, and your program will handle the rest.
Examples of common automated email marketing include:
Just because you have ecommerce marketing automation doesn’t imply you should stop sending out non-automated emails! Email newsletters are a wonderful method to inform your consumers about special offers, new goods, and more.
Two important tips for promotional emails like this: Keep your offerings relevant and don’t overdo it. Sending email too frequently, or about issues that your audience will not find valuable, can cause them to unsubscribe.
Segmenting your audience by geography, age, or interest is a wonderful approach to assure relevancy. Many of your emails (like those advertising flash deals) may be sent to everyone on your list. But segmented emails are more successful and feel more customized.
The advantage of optimum SEO marketing is that it is free (other than your time). But it takes time to work, and you’ve just invested time and energy into something that won’t pay off for weeks or months. Pay-per-click (PPC) advertising is a wonderful approach to bridge the gap.
An ecommerce PPC approach may quickly bring your items in front of users. People looking for relevant phrases will notice your items if you buy ad space on Google and Bing.
To create a successful ecommerce PPC campaign, you need consider:
One of the most common mistakes we see new PPC users make is a jumbled structure. Make sure your campaigns are set up so you can simply track performance and ROI (ROAS). You wouldn’t construct a home on shaky ground, and neither should you create an ecommerce PPC campaign.
Keyword research for on-page SEO or content is quite similar. Consider your target keywords: What will people search for? What issues are they attempting to address that brought them to you?
Using single keyword ad groups (SKAGs) properly allows you to target both high-volume and niche keywords. You may also enter negative keywords (keywords you don’t want to appear for), which can help you avoid irrelevant searches that don’t result in clicks or conversions.
Do you believe “Shop Hiking Boots” or “Hiking Boots for Unforgettable Experiences” would create more traffic? Doubtful, right? Your ad content should be emotive yet instructive; space is limited, so make every character count. A skilled copywriter may help set your goods apart from those of your rivals.
The PPC version of the abandoned cart email: In terms of pure ROI, it’s some of the best marketing money you can spend. It presents advertising to individuals who have already seen them, visited your site, or even added goods to their shopping cart before leaving.
Reaching a “cold audience” that hasn’t heard of your brand or items is difficult in ecommerce PPC, but retargeting targets a warm audience that is familiar with you and prepared to be interested.
Use dynamic retargeting in a shopping stream as part of any ecommerce retargeting plan. Google Shopping shows goods that consumers can buy practically quickly, so putting part of your PPC resources into this feed will pay off big time.
You can’t always hit the target. Sometimes your ecommerce PPC advertisements generate traffic, but not enough. Having an ecommerce Google advertising plan isn’t enough. Consider Bing and other search engines.
A mere 20% of Google’s traffic, yet that’s still millions of people! Due to fewer traffic, Bing sponsored search advertisements are generally cheaper and have a greater ROAS than Google. And many Google ecommerce advertisements can be transferred to Bing with little to no modification, allowing you to reach more people with less labor.
Not only should you have an ecommerce Google ads strategy, but also an ecommerce Bing ads strategy.
All of our prior suggestions have four pieces to convert.
Step 1: A user searches for a term.
Step 2: The user finds your brand, whether due to organic SEO or paid advertising.
Step 3: The user visits your site.
Step 4: The user converts.
However, not everyone who searches for a phrase or visits your site via search engines intends to buy straight away. Intent to buy later may be the case for many. These are still fantastic prospects to drive to your site; retarget them to enhance conversion chances. But what if you could contact those who are actively seeking to buy?
Here come Google and Bing Shopping campaigns. When a user searches for a product on Google or Bing, they will get more comprehensive product listings including photos, pricing, and shipping information, which when clicked will send them straight to product pages.
Shopping advertisements convert more than other PPC advertising because they appeal to consumers who are ready to buy now. Because of this, it’s critical to plan your Google and Bing shopping ads carefully.
Consider the following when considering Bing or Google Shopping ad best practices.
It’s critical to plan Google Shopping campaigns for both ROI and intelligibility. Without precise insights, you might waste time and money pursuing non-converting placements.
This allows you to keep bids low for general keywords while increasing bids for more relevant ones. You may use low-cost bids on unlikely-to-convert keywords while focusing your budget on the most productive search phrases.
Even with the greatest Google Shopping campaign structure, if your product listing ads don’t get seen, you won’t sell anything! Your names and descriptions should evoke emotion (and include keywords), and your product images should be appealing.
Negative keywords, or search terms that you don’t want to appear for, are an essential Google Shopping best practice. This can include your brand name (direct searches show strong purchase intent; don’t waste money on it) or items and services you don’t offer. If you offer hiking gear but not camping gear, you could want to add “tents” as a negative keyword.
The ideal Google Shopping bid strategy is specific, not treating all keywords the same. This means you’ll be spending too much money on expensive, low-profit keywords and not enough on profitable ones.
Use SPAGs to maintain a precise and regulated bidding structure, and dynamic retargeting for shopping campaigns to target “warm” consumers that are more likely to convert.
Ads for Google Shopping should never be set and forget (unless you like wasting money). You should constantly evaluate your Google Shopping ads to ensure they are profitable and to improve underperforming goods.
Everything we stated about Google Shopping best practices applies to other search engine shopping platforms like Bing. Your Google Shopping campaigns may be simply transferred to Bing, which has lesser traffic but lower bids and hence a higher ROI.
Like most companies today, you recognize the value of social media in ecommerce. A social media following is great for increasing brand engagement and loyalty, but it has one major flaw: most of your reach will be confined to those who already know you.
Ads on Facebook, Instagram, and Twitter can help you reach new audiences. Growing your audience and attracting new consumers is easy.
This is true for ecommerce social media marketing as well. Cold audiences are less likely to convert on initial contact, so you should create a funnel that nurtures them over time.
One of the nice things about ecommerce social media marketing is how specific Facebook allows you to target your advertising. Building a client persona is highly useful here: If most of your clients are single women under 40 who enjoy running, you may target them with advertisements.
Finding “lookalike audiences” is also useful when running Facebook retail advertising. This will show your ad to folks in your target demographic who aren’t already marketing to you.
Most social media updates are short. Your ecommerce social media approach may need to be rethought if your advertising appear like extracts from “War and Peace.” Incorporate well-written content and high-quality photos into your product’s limited area to highlight its unique selling feature and genuine worth. Your creatives don’t have to be static: Great ways to illustrate your product in action are gifs or short films
Most ecommerce Twitter, Facebook, and Instagram advertising promote individual items. Imagine an interested social media user clicking on the ad only to be sent to your home page, where they must then search for the product they seek. They’ll probably simply click away!
Rather of risking bounces by directing visitors to unanticipated pages, ecommerce social media marketing may route users to custom-built landing pages that focus on specific items and generate conversions. Create stunning landing pages that showcase your items and convert visitors into buyers, and you’ll notice immediate results.
Retargeting on Instagram or Facebook is as successful as any other form of PPC marketing! This fits perfectly with our prior sales funnel: People who have seen your advertisements, or better yet, engaged with your postings, or even visited your site, are more likely to buy.
Warm audiences get the best return on ad expenditure, therefore retargeting on Twitter, Instagram, or Facebook should be part of any retail plan.
Almost all of these suggestions are platform-agnostic, but this is the big exception. Amazon is the 800-pound monster in the room, and you can’t ignore it.
Taking against a corporation with Amazon’s reach and market dominance might be daunting for many. Fortunately, you don’t have to. Instead, you’ll leverage Amazon’s massive popularity to your advantage.
Most of us don’t think of Amazon as a search engine, but contemporary customer behavior makes it apparent. Amazon is used by shoppers to start product searches as well as buy things. This implies you may approach Amazon advertising campaigns the same way you would Google or Bing.
This also applies to campaign structure. An Amazon campaign structure is fairly similar to other search engine campaign structures. Consider how you would develop other ads and apply them to Amazon.
For our hiking gear store, you might have distinct marketing campaigns for “Hiking apparel,” “Camping gear,” and “Hiking accessories,” for example. These campaigns are then divided into categories. For the first, you may have groups for coats or hiking boots; for the second, tents, sleeping bags, and portable stoves; and so on.
A well-structured Amazon campaign can help you deliver targeted advertisements and receive more clicks.
While there are no specific Amazon keyword research tools available currently, you may utilize your normal keyword research tools to some extent: People who search on Google are likely to search on Amazon for similar items. The main distinction is that Google or Bing searches are more probable inquiries, whereas Amazon terms are more likely products.
User-generated content (UGC) is a sort of ad that is shown on a website. The first two do, but the third does not.
In the banner above the product listings when a user searches, you can sell three things at once. The user is sent to a landing page of your choice, unlike sponsored product advertisements. Pricey yet allows you to showcase your brand.
Keyword research may assist with organic SEO as well as sponsored advertisements.
Amazon PPC bid approach is similar to other PPC campaigns on other search engines: Calculate your desired cost per conversion (also known as CPA or “Cost per Action”), then calculate your maximum cost per click based on your current conversion rates.
Amazon does allow users to set up “automatic” PPC ads that will test numerous keywords to determine which ones work best. However, you cannot restrict expenditure per term, so this may be costly. Start an automated PPC campaign, let it run for a few weeks, observe which keywords convert best, and then add them to your manual campaign. This is part of a smart Amazon campaign bidding strategy.
Your PPC ads should never be “set and forget” on Google! Pay attention to ad spend, CPC, and if you’re not getting the desired results from your advertisements. This might mean you’re using the wrong keywords, need to update your product images or descriptions, or anything else.
Nota: We already discussed sponsored display advertisements. Because you can’t view them unless you click to a product page, they have lower conversion rates than other advertisements, but also cheaper prices. These are fantastic methods to target rivals and differentiate your items from your Amazon advertising.
Many ecommerce PPC marketing efforts direct traffic straight to product pages or the home page of your ecommerce site. This isn’t always the case, and sending them to product pages is a simple remedy. However, research suggest that product pages may not be the greatest option for driving conversions: Product pages have greater bounce and conversion rates.
Consider. Your product pages usually include nav bars, related products, and other distractions. These can all impede a buyer’s path. Click away, be sidetracked by a related product (and purchase neither), or be turned off by bad UX.
You need well-designed, compelling ecommerce landing pages to generate conversions.
What do we mean by “ecommerce landing page”? Any page that is meant to highlight a specific product (or limited range of items) while simultaneously guiding a visitor through a journey. To understand more about your items, and eventually to convert, a landing page should entice a visitor.
Let’s go back to our hiking gear ecommerce business. Assume they’re marketing a new hiking footwear intended for all-weather comfort. The ad language describes them as “the most comfortable hiking boots around,” and the messaging is spot on. When shoppers click the link, they are sent to a landing page emphasizing the boots’ toughness and durability.
That consumer is perplexed. Is this page right? They sought comfort, not durability. They may simply click away, puzzled.
Within seconds of landing on your landing page, a consumer should know they’re in the correct place. The content should be clear, and the product images should match the advertising. Be consistent from ad to landing page and beyond.
A landing page allows your designers to be creative and create something that is not only functional but also pleasing to the eye. The design should be clean and simple, displaying your product to its greatest advantage. (Literally. This is a fantastic chance for product photography.)
The ecommerce landing page design should direct the visitor’s gaze to the product images. Nota: To avoid visitor confusion, never use more than one CTA on a page. You can repeat a CTA (e.g., “shop now”) on the page, but there should never be any doubt about the action you want them to do.
Consider that many individuals nowadays use mobile devices to browse the internet. Your landing page should look great on a smartphone as well as a PC.
A normal product page will include detailed product descriptions, which is good. It makes sense: People want to know everything about a product before buying it, including measurements and characteristics. But leave long product descriptions on the product page: Selling elements and value propositions should be highlighted.
In other words, the copy should benefit the reader. How would this improve your life? How would this help you? Consider the product in context, make emotional connections to the reasons buyers might be seeking for it, and think about the product in context.
That is, don’t discuss the weight or substance of your ultra-comfy hiking boots. Mention how it can aid your feet after a day on the mountain.
Aesthetics of your ecommerce landing pages: What do you highlight in the copy? What do the CTAs say? Having a “perfect” landing page is rare — maybe never!
Fortunately, you can always test what works and what doesn’t. Create landing pages with various components and discover which works best. While the campaign is running, improve your landing pages.
When you combine clever text with a captivating ecommerce landing page design, you’ll get better conversion rates than you ever imagined.
We are a very sociable species. That was true when we were developed apes, when we were cave dwellers, and it is true now. We accept cues from others, including whether or not to believe anything.
Marketers may harness humans’ social nature by showing how others appreciate and enjoy your goods. Social proof is vital in ecommerce.
Any indication that other individuals, not simply ad text, find value in your offering is ecommerce social proof. This inspires customers and makes them trust you more. You can utilize several forms of social proof.
Although not as powerful as third-party consumer reviews, expert ecommerce product reviews are fantastic to showcase. This shows that your product appeals to both general consumers and professionals. In order to obtain more professional ecommerce product reviews, attempt to get as many as you can.
If you can persuade influential people to prove that they use your product, it will generate substantial trust among the influencer’s fans. “I think this is good based on my expert opinion” and “I use this for myself personally” are separate statements. You want both.
Consider our imaginary hiking gear store’s new ultra-comfortable hiking footwear. It’s fine to say on your landing page that “These boots mean your feet will never ache the same way again,” or to share a tale about a genuine client who enjoyed hiking but had horrible foot pain every time she removed her boots, until she started wearing your new boots.
Which do you think is more compelling? Of course! Your goods are genuinely helping real people, not just marketing text. This helps a customer believe your items can benefit them.
Social proof is a powerful technique for new product promotion. Whether you use product reviews, testimonials, and awards on landing pages, or social media postings, make sure you highlight how much other people appreciate your items.
Finally, everything boils down to: To encourage individuals to convert — or to take actions that may be used to nurture them to convert — the entire user experience should be built to: A) be seamless and pleasurable for the visitor, B) be responsive and not drive visitors away due to excessive load times, and C)
Online Store Optimization with a User-Friendly Site
Do you believe a visitor to your site will have a favorable opinion of you and your brand if it runs slowly, has heavy scripts, or certain pictures don’t load at all? In all likelihood, they won’t return.
Negative UX makes users quit and those who stay less likely to convert – simply because they can’t locate what they want! Your site should:
Quick loading. A single second of delay costs you 7% of annual income. Clearly, avoid this at all costs! Use Google PageSpeed to find design flaws. Why are my photographs so big? No content delivery network (CDN)? Are scripts slowing down your pages? Make sure your page loads quickly or you might lose hundreds of thousands of dollars.
The reality is: You may apply any of the ten techniques we’ve listed to improve your ecommerce conversion rates, but you’ll notice the biggest gains when you combine them.
Consider how each of the following techniques may be utilized to convert a browser into a customer.
This user has an issue they’d want to fix. They put their inquiry into their favorite search engine. They either find your site via search engines or PPC advertisements.
Some may locate your items through Google Shopping product advertisements and buy straight away. That’s a win!
Based on their origin, users may land on your home page or a personalized landing page. And if you have the latter, it’s brilliantly built to nurture them to shop immediately.
If the first, they land on your home page. You may use a pop-up to promote a discount or special offer (like premium content or shopping). Many will ignore the pop-up, but others will be fascinated and either convert or give you their email address.
Maybe they left your site after browsing but left you their email. To encourage people to return to your site and buy from you, you may start with a welcome email series.
In some cases, they browse for a short time and then leave. An abandoned cart email sequence might remind customers of their products and persuade them to complete the purchase.
Aside from remarketing, you may target these visitors with advertisements on Facebook, Google, AdRoll, or any other comparable network. These advertisements are great for increasing ecommerce conversion rates since they only target “warm” people.
Using these ecommerce marketing tactics can help you stand out in a crowded market. Want expert advice? Seologic offers a free consultation.
“It was a great experience working with Seologic. Their staff were responsive, knowledgeable, and very strategic. The results were exactly what we wanted! I highly recommend reaching out to them!”
“Seologic has absolutely helped my business grow. It takes work to get top placement on Google. They helped with that. Taking us from the 20th page on Google to the 2nd is no small achievement. Thank you Seologic.“
“I have been working with Seologic for 3 years. I have worked with them on several projects and have suggested the company to a number of friends. Their team really knows what they are talking about. Certainly my only choice when it comes to SEO and PPC. Definitely recommend it!”