Do you struggle with growing the revenue of your eCommerce business?
If the answer is “yes,” then maybe you’re simply not focusing on the right strategies that work.
That’s why in this blog post I have put together a list of the best eCommerce marketing tips that will help you grow your sales in 2017.
Grow your email list
Only 3% of visitors buy within their first visit on an eCommerce site, according to the Future of Customer Engagement and Commerce.
They state that people need to visit multiple times in order to buy from you.
In fact, return visitors are 2.3 times more likely to complete their purchase than first time visitors.
This means that to maximize your revenue you should focus on finding a way to connect, build relationships and bring back visitors to your website.
And the best way to do that is to convert your visitors into email subscribers. Here’s why:
- The average open rate for email marketing is 21.73%. For comparison, the organic reach for Facebook is just 6%, while for Twitter it is 2%.
- The average click-through rate for email marketing is 3.57%. For comparison, Facebook has an average CTR of 0.07%. Twitter’s average CTR is 0.03%.
- 66% of customers have made a purchase as a result of email marketing.
For more information, check out my blog post Email Marketing vs Social Media Performance in 2017.
To grow the email list of your eCommerce store you can use one of the following strategies:
- Use giveaways
For more information on growing your email list for your eCommerce business, check out the following guides:
- Practical Tips for Growing your eCommerce Email List by LemonStand
- 20 Effective Email List Growth Tactics for E-Commerce by Gleam
- 29 Ways to Collect Email Addresses for Your Newsletter by VerticalResponse
Reduce shopping cart abandonment
The average shopping cart abandonment rate is 69.23%, according to Baymard Institute.
This means that for one reason or another, the majority of people that add products to your cart won’t buy from you.
So it is up to you to do your best to convince them to come back and finish their orders.
A few thing you can do to reduce your shopping cart abandonment are:
- Send shopping cart abandonment emails
- Simplify your checkout
- Offer free shipping
- Use exit popups to cart abandoners
- Offer price match guarantee
- Simplify navigation and the checkout process
For more information on reducing shopping cart abandonment, check out the following guides:
- 6 Ways to Reduce Shopping Cart Abandonment by MailMunch
- The Perfect Cart Abandonment Campaign to Close the Sale by Ontraport
Upsell and cross-sell your products
Upsell is a strategy in which you’re trying to sell a superior and more expensive product than the one your customer currently chooses to buy.
This could be a higher or better model of the product, or the same product with added features.
Amazon has been doing this for years when they offer you a newer and a better model on the product page.
In this example, when viewing the Canon EOS 60D, they offer you the Canon EOS 80D.
Cross-selling, on the other hand, is a strategy in which you offer the customer an item similar to the one he’s currently purchasing.
So when you’re viewing a Canon EOS 80D, Amazon will upsell you things like lens. In this case, 18-55mm and 18-135mm lenses.
At the same time, their data shows that cross-sells in the checkout page tend to work 3% of the time.
For more information on upselling and cross-selling, check out the following guides:
- 14 Smart Ways to Upsell to Your Customers by MailMunch
- Upsell and Cross-sell: Strategies To Boost eCommerce Revenue by VWO
- How To Boost eCommerce Sales With Upselling by ConversionXL
Send behavior-targeting emails
According to MarketingSherpa, 39% of marketers found that behavior-triggered emails are the most effective email marketing strategy.
Email triggered by behavior was responsible for more than 75% of the revenue generated by email marketing.
At the same time, only 20% of marketers use behavior triggers in email marketing.
This means that if you implement behavior-triggered emails for your eCommerce business, you will stand out from the crowd.
So you should design and send different emails depending on:
- The initial and follow-up offers people subscribed to
- Which emails people opened
- Which links people clicked on in your email campaigns
- Which pages of your website people visited
- Which products people added in their cart
- Which products customers bought from you
- The last time people visited your website
- The last time subscribers read your emails
- The last time people bought from you
To learn how to implement behavior-targeting emails for your online store, check out the following guides:
- How to Increase Your Conversion Rates with Behavioral Targeting by MailMunch
- Getting Started with Behavioral Email Marketing by KISSmetrics
- How to Personalize Your Marketing Strategy with Behavioral Targeting by CampaignMonitor
Generate more product reviews
Product reviews are super important for your eCommerce store because they can help you increase conversion rates.
According to a study by iPerceptions, 63% of customers are more likely to make a purchase from a site that has product reviews.
In fact, another study by Reevoo finds that 50 or more reviews can increase your conversion rates by 4.6%.
In total, reviews can produce an average 18% increase in eCommerce sales. The reason for that is very simple – customers trust reviews much more than product descriptions.
A simple way to generate more product views is to ask your customers to leave one. Most people will be glad to write good things about you, especially if they are happy with their order.
Still, to encourage them further, you can offer them a discount code on their next purchase.
So within 24 hours of someone receiving the product, you can send him an email that looks like this:
To learn more about how to generate more product reviews for your online store, you can check the following guides:
- How to Get More Online Product Reviews by NChannel
- How I Got 50 Product Reviews in One Week by Shopify
- How to Get Ecommerce Product Reviews by Oberlo
Personalize your marketing
Content personalization is a must for 2017. This is something that not only will make your customers happy, but it will also increase your sales and conversion rates.
Here are some stats to back that up:
- 75% of people prefer it when brands personalize their messaging and offers
- 74% of users become frustrated when content is not relevant to them
- Personalized experience can improve eCommerce conversion rates by 8%
In fact, 43% of people say they prefer to see personalised shipping information and, after that, 38% would like to see personalised product recommendations.
A few ways that you can improve your personalization:
- Make product recommendations based on previous behavior (page visited, products added to wish list or cart, past purchases, etc.)
- Make product recommendations based on information gathered directly from the user (such as surveys, etc.)
- Make offers based on personalized information (such as birthdays)
- Make offers based on real-time data (such as location or time)
For more information on eCommerce personalization, check out the following guides:
- Consumers Want These E-Commerce Website Elements Personalized by MarketingProfs
- Top 4 Retail personalisation trends for 2017 by Smart Insights
- When Should You Personalize The Ecommerce Experience? by Shopify
- The State of Personalization in 2017 by Evergage
Implement a Loyalty Program
It is much easier to sell to past customers than to acquire new ones.
At the same time, the more people come back to your site and buy from you, the more likely they are to buy again.
Just after the first purchase, your customer has a 27% chance to come back and buy from you again.
After the third purchase, the chance for him to come back and buy from you again increases to 54%.
This means that you should find a way to encourage past customers to buy from you again. And one of the best ways to do that is with the help of a loyalty program.
Loyalty programs reward frequent customers and encourage one-time buyers to return to your store.
You can reward customers with:
- Points, which they can use to get free products
- Discount coupons on next orders
- Free shipping
- Early access to new product lines
For more information on developing loyalty programs, check the following guides:
- The Beginner’s Guide To Customer Loyalty Programs by Selfstartr
- 20 Ways to Reward Repeat Visitors on Your Ecommerce Site by KISSmetrics
- The Best eCommerce Loyalty Programs by Smile.io
Optimize for mobile
Having a mobile-friendly website increases the chances a visitor will purchase on your eCommerce website by 67%.
In fact, around one third of all purchases are made on mobile. At the same time, mobile accounts for half of the eCommerce traffic.
This means that in order to maximize conversions, you must provide the best mobile experience to users.
A few things you should consider:
- Make sure your site is responsive
- Don’t use Flash
- Make sure your website loads faster on mobile
- An entirely mobile website
- Improve site search
- Optimize your mobile site menus and navigation
- Simplifying the checkout process
For more information on how to optimize for mobile, check out the following guides:
- How To Optimize Your Mobile E-Commerce Checkout Page by Forbes
- Mobile Optimization To Increase Retail Site Conversions in 2017 by CPC Strategy
- 3 Optimization Tips for Mobile eCommerce Sites by Yottaa
Offer free shipping
The biggest reason why people abandon shopping carts without buying is that they are presented with unexpected costs.
So when people add items to their cart and proceed to checkout, they are often surprised that they have to pay extra for the shipping.
And because they don’t want to spend extra, they simply leave the cart without buying.
Check out the following guides to learn how to offer free shipping:
- How To Offer Free Shipping On Your Products by FitSmallBusiness
- How to Offer Free Shipping When You Can’t Afford It by TotalRetailer
- 33 Online Stores With Free Shipping And No Minimum by BuzzFeed
Offer great customer support
When people buy from your eCommerce store they expect a great customer service.
According to a study, 55% of visitors have intended to make a purchase, but they changed their minds and did not buy because of bad customer service.
It turns out that after a bad experience, 44% of people will switch to a competitor.
At the same time, 40% of people will start purchasing from a competitor because of his reputation for providing great customer service.
In other words, if you don’t provide a top-notch customer experience, you will lose customers.
To achieve this, it’s important that you provide multi-channel customer service across:
- Social media
- Live chat
For your customers, it’s important to be able to reach you on all these channels and, more importantly, they must know that you will be able to respond quickly.
For more information on providing great customer support for eCommerce, check out the following guides:
- 5 Ways to Take Charge of Your Ecommerce Customer Service by Shopify
- How to Offer Top-Notch Customer Support for Your E-Commerce Site by WooCommerce
- 12 tips for maximizing your ecommerce customer service by Zendesk
This blog post is a list of my best eCommerce marketing tips for 2017.
Of course, there might be many other things that are important as well. However, based on the data I have, this is what I believe is important.
For each tip, you will find a link to other guides that will explain how to execute all strategies in more details.
So which of the following eCommerce marketing tips do you like the most? Which one do you think can help you the most?