Promotion Tactics for Ecommerce Websites

Getting traffic to an ecommerce site, especially a new site that is freshly up and running, can often be quite a challenge. Luckily, there are quick and easy ways to promote your site that will allow you to increase traffic, improve your visibility, and generate more revenue. To ensure that you’re on the path to ecommerce success, check out these promotion tactics for ecommerce websites.

Understand your target audience. Any efforts to promote your ecommerce site will be useless if you aren’t promoting to the right people. Therefore, it is critical to have a comprehensive understanding of who your target audience is, what they want, and how to reach them. “Ecommerce is basically about establishing a ‘territory’: defining and designing a site to reach an audience with a common interest or characteristic,” Michael Evans, of Newport Board Group, explained in Forbes. “Whatever your product or service, define your company’s niche markets that you can penetrate online with specialized offerings.”

Leverage the power of segmentation to maximize results. Once you have a comprehensive understanding of your target audience, you need to go one step further and segment. In the world of ecommerce, segmentation refers to dividing the overall market into discrete customer groups that share similar characteristics. This allows you to hone in even more specifically on groups of customers’ wants and needs, and it ensures you can promote your site and your products all the more effectively. And, because different types of customers respond different to different types of promotions (i.e., one group might prefer free shipping to a 10 percent discount), segmentation can help ensure that you are promoting your site in the most effective way.

Offer visitors a personalized experience. In an ideal world, every ecommerce site should be incorporating personalization into its promotion efforts. “Site visitors are demanding one-of-a-kind experiences that cater to their needs and interests,” Evans pointed out in Forbes. “Technology is available, even to smaller players, to capture individual shoppers’ interests and preferences and generate a product selection and shopping experience led by individualized promotions tailored to them.”

Don’t be afraid to upsell your products. Believe it or not, research shows that upselling, or trying to sell a customer a slightly more expensive but similar product to the one he or she is considering purchasing, is roughly 20 times more effective than cross-selling in ecommerce. Unlike in a brick-and-mortar store, where a customer is likely to find himself or herself in an aisle surrounded by similar products, when navigating online, a customer might not have a clear idea that a better product it available, as it may not be immediately visible. That’s why upselling is such a valuable promotion tactic for ecommerce sites.

While upselling is an excellent way to boost ecommerce revenues, if you are going pursue upselling as a promotion tactic, there are two rules to keep in mind. First of all, always make sure that your upsells are related to the original product the customer is interested in. Secondly, be cognizant of the price range of your customer. In other words, if your customer is interested in a $20 wallet, don’t try to upsell him or her a $200 handcrafted premium leather pocketbook. The upsell product must be better than the original, but it can’t blow your customer’s budget completely out of the water.

Boost your ad spending. Paid advertising can be helpful in improving the visibility of your ecommerce store, especially when you are just getting started. Even for those on a tight budget, just a small increase in paid ad spending can produce excellent results. If you are just getting started out and are worried about costs, your best bet is probably pay-per-click advertising. You can get results with pay-per-click even on a tiny budget, and because results are easy to measure, you can easily monitor the success of your campaigns and track your ROI.

Develop an SEO strategy. SEO is a key component of any ecommerce promotion strategy, as it ensures that people can find your site organically when they are looking to make a purchase online. Remember, if customers are on the hunt for a specific product or service online, they likely won’t make a beeline for your website. Instead, they’ll likely conduct a Google search. You want to use SEO to position your site in such a way that it shows up in relation to the products and services your target audience is likely to be looking for, and SEO is the way to do that.

Use email recovery campaigns to combat abandoned cart syndrome. Getting customers to your ecommerce site is only half the battle. When coming up with a promotion strategy for your ecommerce site, you also need to think about how you are going to get customers to actually click and purchase once they’ve shopped around on your site and put things in their carts. Believe it or not, several studies have found that over two-thirds of shopping carts are abandoned before customers actually complete the purchasing process — which can put a serious dent in revenues.

Luckily, there is a way to mitigate this issue as part of your ecommerce promotional strategy: email recovery campaigns. People who have abandoned their carts can often be convinced to go back and make a purchase with just a bit of a nudge, such as a 10 percent discount or free shipping. The key is to craft a compelling and enticing email that convinces customers to return to their abandoned cart and make a purchase. This is a great and relatively easy way to promote your ecommerce site and drive sales.

Create a blog. Blogging is without a doubt a powerful driver of traffic to any website, including ecommerce sites. Adding a blog to your website does a lot for increasing traffic, but it also shows your customers that you value their needs and interests. It establishes you as an expert in your field and organically starts to drive the right type of person to learn more about your company and what it has to offer. Create compelling content that your target customer is interested in and it will keep them coming back for more. To reap the benefits of blogging fully, the key is to blog consistently — ideally a bare minimum of once a week, although upward of three times per week is optimal. Here at 10twelve we make sure to blog daily. It is an investment, but one we truly believe in.

Get active on social media. Last but not least, when it comes to promoting your ecommerce site, it helps to cultivate a presence on social media. Instagram, in particular, can be an incredibly valuable tool for ecommerce sites. While roughly 85 percent of all ecommerce orders from social media come from Facebook, Instagram generates higher average order values. To use Instagram to promote your ecommerce website and rack in orders, try running a campaign or contest, making use of user-generated content, and offering a “behind the scenes” look at your company to intrigue followers.

In conclusion, it’s key to have clearly defined promotion tactics for your ecommerce site. Just putting a bit more time and money into promotion efforts can have a significant impact on traffic and sales and, ultimately, your business’s bottom line. Need help crafting a strategy that is right for your specific business? Contact us to learn more.