6 Essential Marketing Tactics to Grow Your eCommerce Store
Marketing Experiments

6 Essential Marketing Tactics to Grow Your eCommerce Store

Stefan MancevskiStefan Mancevski

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:

  • 6 essential eCommerce marketing tactics (and a bonus!)
  • A brief description of each tactic
  • Use cases for each tactic
  • An illustration depicting the tactic

Google Shopping Ads

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.

google shopping ads
Use Cases
  • Enable customers to browse your products in Google Search — The main feature, and coincidentally the nicest feature, of Google Shopping Ads is that it allows people to find & browse your products directly in a Google search. So when someone searches for “canvas sneakers” on Google, they’ll immediately see your canvas sneaker offerings.
google search
  • Show price & reviews up front — Another great feature of Google Shopping Ads is that it pulls reviews of your products. An integration via Google’s Product Ratings system allows you to have your reviews alongside your product offering for added trust.
  • Show up w. better pricing alongside competitors — A major advantage you can use against competitors is to show up alongside them for highly specific searches like “Vans Old Skool Black & White” with a better price. This immediately makes you a more attractive result for consumers.
vans old skool black & white

Facebook Multi-Product Ads

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.

facebook multi-product ads
Use Cases
  • Show multiple products with prices — With Multi-Product Ads, you can show many different related products with pricing directly in a person’s Facebook feed, letting them make quick purchasing decisions.
  • Retargeting with a wider product range — Sometimes a single product isn’t what your audience is looking for, but would be willing to purchase something else. Similar products alongside one another reduce that friction.

Product Page Retargeting Ads

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.

product retargeting
Use Cases
  • Recapture traffic that bounced at product page — Someone visited a product page but didn’t buy. Sucks, right? Well you can get them back with retargeting that serves images of the product they bounced on.
  • Get return traffic to buy something different — Someone searched for a blue denim jacket? Retarget them with blue denim jeans.
  • Get repeat purchases of an item — Someone bought a 12-pack of socks? Retarget them with the same 12-pack to remind them how great your socks are and that they want more pairs.

Cart Abandonment Emails

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.

cart abandonment
Use Cases
  • Reactivate people who haven’t checked out — Someone added an item to their cart, gave you their email address, but didn’t check out? Bring attention back to their cart to increase purchases with an email. “X items are left in your cart. Checkout now!”
  • Offer discount for completing purchase — Someone not buying? Chances are price is a friction point. Offer a discount code for X% off to sweeten the deal and encourage them to hit “Complete Order.”
  • Offer free gift for completing purchase — Add a bonus gift for checking out with a promo code. This can be a nice added incentive that also lets you build rapport with your buyers.

Exit Intent & Smart Bar

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.

exit intent popup

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.

Use Cases
  • Time-delayed popup on cart page — Someone sticking around on the cart page forever but not buying? A time-delayed popup with a discount code or free shipping offer can help guide them over the line.
  • Discount exit intent popup on product page — If someone is about to leave your product page without buying, an exit intent popup with a coupon offer can get them to reconsider.
  • Free shipping with code “XYZ” static smart bar — A static smart bar across the top of your page offering free shipping can make buying from your eCommerce store a no-brainer. Combine this with a timed countdown offer to drive feelings of FOMO.

Post-Purchase Review Emails

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.

product reviews
Use Cases:
  • Increase social proof on new products — New products need love too, especially if you want them to drive revenue. Emailing people who bought those products to ask for reviews is a great way to increase social proof on those product pages.
  • Improve ratings on products that have low review numbers — A 5-star product with one review looks a lot less impressive than a 4.5 star product with 150 reviews.
  • Increase purchases of top-selling products — Your top-selling products should have hundreds, if not thousands of reviews. This can create a feedback loop that results in more purchases.

BONUS: Pre-Launch Referral Program

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.

referral program
Use Cases
  • Priority access pricing — Building a waiting list is great, but selling before launch is even better. Offer a discounted “priority access price” to your waiting list to seal some deals with early-adopters. This discount should be significant because these customers are taking a risk by paying before ship date (think Kickstarter discounts off MSRP).
  • Viral social growth — Set up a referral sweepstakes to acquire emails, awareness and new customers. i.e. Refer 3 friends for a chance to win X, refer 5 for a chance to win XX, Refer the most to win grand prize!
  • Populate early product reviews — Reviews, like testimonials, can ease the concern of potential customers. A waiting list and pre-launch referral program will let you populate a new product with early reviews by sending samples and early batches to your waiting list. Then when you fully launch, you’ll already have a well-reviewed 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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