7 Actionable E-commerce Marketing Techniques to Drive Sales


Kevin Urrutia




September 27, 2022

News check – Amazon revealed that their e-commerce market-place is used by 5 million sellers, as of 2018. Out of these sellers, 1 million joined in the year 2018 alone.

This, of course, doesn’t mean that ecommerce is guaranteed success. 60% of these websites crash and burn in the first 12 months alone. The biggest challenge for ecommerce website owners is not only to sustain constant traffic to the website and rapidly increase it. You may have the best deals, discounts, and offers, but chances are that you might end up losing a large percentage of your website’s traffic to another e-commerce website, if you don’t keep on innovating.

Hence, marketing e-commerce website is crucial. Consumer habits have changed, and so should your marketing strategies. Without further ado, we look at 7 actionable e-commerce marketing techniques that will help drive sales.

Marketing Strategies That are Over-looked

Mitigating Cart Abandonment Rates

If research by Baymard Institute is to be believed, almost 70% of carts are abandoned before the actual sale is made. Roughly translated, that’s more than 50% of the possible sales that you could have made.

This happens when the customer cannot make up his mind to buy a product or simply gets distracted due to some other factors.

An effective marketing strategy to reduce the abandoned cart is the ‘email-recovery’ campaign that lets a user make purchases on their return visits and complete their original purchases at the same time. For example, BooksRun uses this strategy to convert abandoned sales to completed sales.

Integrate With/Leverage Facebook And Instagram

Facebook continues to be the biggest social media platform for marketing products online. One-third of social media promotion is done through Facebook, and we don’t see a reason why you can’t use this viable platform for e-commerce marketing to benefit your marketing campaign too.

You can integrate the feature on the social media platform called the Facebook Store with Shopify store that streamlines the process of social media marketing and sales. Chances are that you will reach a wider and global audience who can view the products and the price range that you offer.

With 500 million daily active users and 34% of all internet users being on Instagram, it’s time for your business to make the most of the platform. Just like Facebook stores, Instagram can also be used to pitch the products to a global audience and increase sales. Social media commerce trends keep on evolving; stay in the know how.

Upselling Your Products

More than 90% of the e-commerce website uses cross-selling to market a product by offering the buyer similar products in almost the same price range. The technique has been reaping the rewards, but upselling the products is 20 times more effective than cross-selling.

A majority of the customers are not aware of a better variant or version of the product than the one they are currently buying. A better or an upgraded product can be marketed to them as an option on the ‘You may also like!’ section where the buyer can come across the upselling products.

However, while upselling a product, do keep in mind that the product should be related to the customer’s original choice. Secondly, the product should be in or around the price range of the original choice of the  customer.

Targeting Existing Customers

In order to acquire more customers, companies try to improve and spend on their customer acquisition process when they should be focusing equally on customer retention strategies.

Retaining a customer is important as a lot of resources go into acquiring a customer and not retaining them will take you back to square one and back to the drawing board.

Older or existing customers add more items to their shopping carts, have a greater conversion rate, and generate more revenue with every visit on your website. Providing reward points to existing loyal customers, exclusive deals and discounts have more chances of turning into a successful purchase than giving discounts to new customers.

Amazon Ranking Strategies

E-commerce sellers operating through Amazon can utilize the special tactics and strategies for ranking on Amazon’s search results. . The search algorithm is similar to that of Google. Amazon’s A9 algorithm will place the products that will make more money for them and have a better conversion record on top of the results page.

Using Amazon search to see what products have the highest searchability can help understand the algorithm better. The specific keywords used in the product title and description can be used to describe the products that you are selling. There is an 80% chance that you will appear among the top 10 search results by using same or similar keywords.

Leverage The Content Generated By The User

User-generated content or UGC is an effective way to create social proof of your services and products. 54% of the users trust online reviews from other users and the recommendation from their peers. Only 20% of these users trust the brand itself. Hence, using reviews with images, photos with customer testimonials, Facebook reviews, online ratings, etc. as leverage can be a great marketing strategy. Check out these top rated user generated content campaigns on Instagram.

Optimizing For Mobile Phones

The reality is that people rarely use computers or desktops to shop online; they prefer mobile phones and tablets. Make sure that your e-commerce website is compatible with mobile phones as 40% of mobile phone users have bought something online on their devices. Using mobile phones is a constant habit for many, leverage this opportunity to market your products better through mobile-friendly apps and websites.

63% millenials shop through their mobile devices and being aware of that and optimizing your websites for mobile devices can drive your sales. If possible try to develop a mobile application across different OS like iOS and Android. Also, promote app-only behavior with the help of discounts and deals for first time buyers.

Parting Thoughts: Over to You!

Some additional features for marketing like customer testimonials, promotions, advertisements, sales & discounts, reward points for loyal customers  and video demonstrations are becoming popular ways of e-commerce marketing to drive sales.

But, before you proceed any further, your motive should be to stick to your budget, optimize, and direct the organic traffic to your website. The tips provided above will definitely be your guiding stars for increasing your sales. Enough dictation, we’ll let you get into action and apply them!

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