July 15, 2021
Welcome to Part 2 of the eCommerce Stack — tech and marketing strategies that will help you grow your eCommerce store.
For Part 1, check out the eCommerce Tech Stack!
Or read on for Part 2…
Growing an eCommerce store needs a multi-touch, full-funnel approach.
Than means looking at every customer touchpoint and making tweaks and optimizations to increase purchases and drive revenue growth.
But you can’t get there unless you have a baseline set of marketing tactics running.
In this article you’ll learn about the 6 essential marketing tactics Ladder runs for almost every eCommerce client we work with. They represent the most valuable immediate ROI drivers for any eCommerce store.
Here’s what you’ll get below:
Google Shopping allows you to show a price and image of the product in your ad. This often dramatically increases performance as people are more likely to click on an ad when they know the price up front. It helps you set expectations for an item’s price immediately rather than allowing the ad viewer to assume your product is too expensive.
Use Facebook’s Multi-Product Ads services when you want to showcase multiple products to a wide audience with many images and lines of copy.
Use high-quality images and strong descriptions to best depict your products and grab your audience’s attention.
This approach is especially useful when retargeting an audience that has visited your site and browsed items but not made a purchase, displaying a carousel of items similar to what they were looking for in their News Feeds.
Retarget prior visitors based on the exact products they looked at during their visit to your eCommerce store.
This lets you create highly dynamic ads that give custom products and custom messaging for the exact visitors you want to target based on the interest they’ve displayed in your products.
This tactic can work well on Facebook, Twitter, or Google Display Network ads, as it allows you to present potential customers with an exact image and description of the product they visited.
The visual reminder will be a strong driver for them to click, return to the product page, and potentially make a purchase.
Send an email to users who add a product to their shopping cart, but don’t buy.
As per the Baymard Institute, the average cart abandonment rate is 68.63%. That may seem like an extremely high number, but you can get those users to follow through on the purchasing process.
Put simply, follow-up with users who abandon their cart has to be an integral part of marketing strategy, due to how often it occurs.
Try showing a popup on exit or after a specific amount of time on page to get emails. If your store is getting a lot of visitors but not generating a lot of purchases, you can offer them a discount in return for an email address before they leave the page. This lets you gather email addresses and increase purchases as a highly effective double-whammy.
Test discount popup copy to see what level of discount is needed to draw your potential customers from consideration to purchase. You can try percentage-off, free shipping, BOGO, or any other discount approach.
On the other hand, you can also have a smart bar on your site that permanently offers a discount code. A smart bar is much less aggressive and as a result can be more effective than email capture exit intent or scroll boxes.
Sumo has a great tool for building your exit intent popup or smart bar.
Emailing a customer to ask for a review or feedback just after a purchase is an easy way to establish a connection and obtain information on how you can improve your business.
Warby Parker’s post purchase review emails are successful because they make customers feel valued and provide a bonus for completing a review.
Use this approach to craft a post purchase review email that is a win-win for you and your customers.
Drive excitement and interest for your upcoming product launch by having people sign up for a waiting list rather than using a simple “Coming Soon” page.
You’ll be able to capture emails, remind interested visitors when your product launches, and generate constant buzz about your brand. Further, you’ll be able to combine this waitlist with a referral to drive social sharing and create a viral loop around your product.
That’s all for now! We’ll keep dishing on our favorite eCommerce marketing tactics as we find the latest and greatest approaches to eCommerce store growth.
In the meantime, make sure you check out our post on the 8 tech tools you need to use to grow your eCommerce business.
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