The proportion of overall retail sales coming from ecommerce has been growing every quarter for many years. While this thriving market is positive, it also means heightened competition. Attracting the right customers can be tougher (and pricier!) for individual ecommerce businesses.
Information from the US Department of Commerce. However, there are numerous strategies to maximize your ecommerce digital marketing efforts. With the holidays approaching, now is the ideal time to begin. Here are six straightforward yet powerful ways to boost online sales throughout your ecommerce funnel.
1. Target in-market shoppers with Google Shopping ads …
Google Shopping campaigns are essential for any ecommerce business. They allow you to prominently display product ads atop Google search results precisely when users are seeking similar items. Your Shopping ads can showcase product images, prices, ratings, promotions, and other vital details that simplify the “add to cart” process for customers. Once you’ve uploaded a product data feed (a comprehensive spreadsheet detailing your products’ key attributes) to Google Merchant Center and linked it to your Google Ads account, Google automatically generates ads for your products whenever a relevant search occurs.
For further insights, explore our guides on Google Shopping campaign structures and product data feeds. The key takeaway is that launching a Google Shopping campaign is an excellent method to rapidly drive significant relevant traffic to your website.
2. … and re-engage them with display ads!
Our Google Shopping benchmarks report indicates an average conversion rate slightly below 2%. This means roughly 2% of clicks on Google Shopping ads result in purchases. Does this render Shopping campaigns futile? Not at all. Even without immediate sales, clicks represent valuable interactions between your business and potential customers. However, the 2% conversion rate implies you might need extra effort to entice those shoppers back. That’s where remarketing comes in. Remarketing elevates your ecommerce conversion rate by re-engaging hesitant shoppers. You can remind them about the shoes they browsed last week, as they might be ready to buy now!
You can even target individuals who found you through Google with remarketing campaigns when they’re on Facebook! For more ecommerce remarketing assistance, check out these remarketing tips and display ad design tips from Kate Lindsay, our talented in-house designer.
3. Convert likes into sales with Shopping on Instagram
For years, the prevailing belief has been that search marketing drives sales while social marketing builds brand awareness. Although search (including Google Shopping) effectively converts lower-funnel prospects, and social excels at reaching new audiences, this rigid distinction is fading. Why? The answer: Shopping on Instagram. After you’ve set up a business profile on Instagram and uploaded a product catalog to Facebook (Instagram’s parent company), you can tag products in your organic feed and Stories posts. This allows your audience to purchase directly through your content instead of navigating to your website. They can simply click a product and follow the link to its page on your site.
Essentially, social shopping’s strength lies in frictionless shopping. Instagram empowers your followers to purchase effortlessly, bringing the effectiveness of search to social media. For additional social media ecommerce guidance, explore our “4 Facebook Ecommerce Tips to Boost Sales.”
4. Build trust through customer reviews
Imagine this: Shopping on Instagram is driving significant traffic to your product pages, but those visits aren’t converting into sales effectively. What ecommerce marketing tactic can improve your conversion rate? The answer: customer reviews. With limited disposable income, consumers are cautious spenders, and few things are more reassuring (and persuasive) than positive reviews from previous buyers. Incorporating ratings and reviews on your product pages is a proven, direct method to convert more visitors into customers.
5. Enhance cross-selling with pop-ups
Pop-ups, temporary windows overlaying site visitors’ screens to present additional offers, are another way to boost your ecommerce strategy. You can use them to entice potential buyers with discounts or suggest additional products for their cart.
Yes, pop-ups have a mixed reputation, but their prevalence speaks volumes: they work! They are particularly effective when showcasing relevant offers like limited-time discounts or BOGO sales. Used correctly, they can significantly increase your revenue.
6. Acquire new customers through referral marketing
One final ecommerce marketing tip: leverage referral marketing to transform your loyal customers’ enthusiasm into a consistent flow of new business. For the uninitiated, referral marketing incentivizes existing customers to recommend your business to others. The logic is simple: prospects trust friends and family more than advertisements. It’s similar to testimonials but more direct, as prospects generally trust loved ones more than online strangers. Let’s consider a real-world example. Before their launch, women’s athleisure brand Girlfriend Collective offered free, high-quality, eco-friendly leggings. This enticing, limited-time offer generated immense buzz within their target audience, creating significant demand before their official launch. Naturally, many of these initial customers returned for more once Girlfriend Collective started charging.
Critical Pass, an exam preparation company selling flashcards for law students preparing for the bar exam, provides another excellent example. They offered a $10 incentive for every referral link that led to a sale. With their flashcard set priced significantly higher than $10, this tactic proved highly profitable!
Launch your ecommerce marketing strategy!
In today’s competitive landscape, ecommerce success requires selecting the right marketing channels and implementing a well-defined, full-funnel strategy. Start brainstorming now to keep the sales flowing. By employing various tactics at each stage of the marketing funnel, you’ll be well-positioned for success. Get started!