7 Marketing Strategies for E-commerce

Are you running an online store? Great, but just launching it is only the beginning of the adventure. To attract new customers and keep your existing ones coming back for more, you need an effective marketing strategy. Or, to be more precise, not just one …

Tested marketing strategies for e-commerce will help increase traffic to your site, build customer trust and regain lost shopping carts.

Sound good? Read about the 7 strategies we’ve prepared.

What is e-commerce marketing based on?

E-commerce marketing is based on three main stages:

• attracting traffic to your site – that is, how to get potential customers to your store in the first place,
• converting traffic into sales – because just clicking on a link is not enough. You need to ensure that the user actually makes a purchase: through an attractive offer, a simple purchase path and compelling content,
• customer retention – the struggle to make the customer come back. This includes email marketing, loyalty programs, remarketing and building long-term relationships with your audience.

An effective e-commerce marketing strategy takes into account all the activities that are designed to attract customers to your online store, convince them to buy, and maintain the relationship after the transaction.

Why e-commerce marketing is important to customers?

E-commerce marketing is important to customers because it addresses the most important need of people today – 24/7 accessibility without leaving home. Customers expect to be able to buy what they need exactly when they have the time and desire to do so – regardless of the time of day or day of the week. An online store does not have opening hours – it operates all the time. With planned campaigns, automation and ads running „around the clock”.

3. Strategy 1: Website positioning – SEO

A well-structured campaign structure is key to optimizing conversion costs. Using proper division of keywords, ad groups and campaigns allows for better control over the effectiveness and budgeting of efforts. Here are some basics to implement:Website positioning is a must, because for many customers, an Internet search engine is the first place they go when looking for a particular product. Therefore, search engine optimization (SEO) is one of the pillars of effective e-commerce marketing. A well-designed SEO strategy increases your site’s visibility in search results, attracts organic traffic and significantly increases your conversion rate.

Why is it worth it?

The first organic result on Google is as much as 10 times more likely to be clicked on than the tenth – this means that each position higher represents potentially hundreds or even thousands of new customers. SEO not only increases traffic, but more importantly, it allows you to reach people who j already have purchase intent, making it one of the most valuable sources of traffic.

What does SEO consist of?”

SEO activities consist of:

• keyword research – the goal is to find popular and relevant phrases that your customers use. Enter them into product descriptions, headings, metatags and blog content,
• technical optimization – make sure your site is fast-loading, mobile responsive, has a simple link structure and intuitive navigation. Sites that perform well technically are better ranked by Google’s algorithms,
• expand and quality content marketing -create valuable and engaging content. A blog guide not only includes long-tail keyword phrases, but also presents products in a context that attracts attention and inspires,
• link building (backlinking) – acquire links from trusted and industry-specific sites that raise your domain’s authority in the eyes of search engines.

In e-commerce, SEO is a long-term activity that requires regular content updates, adjusting keywords to match trends and monitoring the effects.

4. Strategy 2: Presenting products in your online store

When presenting your products in your online store, you need to provide customers with accurate information and images. Good product descriptions will help you stay ahead of the competition in search results, which will translate into more visibility for your brand and more sales.

Detailed descriptions will not only make shopping easier, but will also help reduce returns, which will positively impact your bottom line.

It’s also worth adding reviews and recommendations from customers. A frequently asked questions page is another way to improve customer service. This type of content is not only helpful to users, but also beneficial from an SEO perspective, especially if you use relevant keywords in the descriptions.

By taking care of the details in your product descriptions, you will improve your customers’ experience and increase your chances of ranking higher in search results – which ultimately leads to more sales.

5. Strategy 3: Optimize the buying process

In particular, you should focus on optimizing elements of the buying process that directly facilitate the customer’s purchase. A first step might be to shorten the buying process to a single page. If you need to use multiple pages, consider adding a progress bar that shows customers how many steps are left to complete the process. This will prevent them from feeling lost or frustrated by a long form. Each page should have clear buttons to move to the next step – the easier it is to find the buttons, the faster the customer will complete the purchase.

An element that cannot be overlooked is shipping costs – any way to hide them, and there is nothing worse than going through the entire shopping process, only to see surprisingly high shipping costs at the end. To avoid this problem, you need to bet on transparency and show customers the shipping costs at the very beginning of the shopping process.At the very end of the process, payment awaits the customer – all accepted forms of payment should be visible, preferably in the form of credit card icons or other popular online payment systems like PayPal. This way, customers can be sure that their data is protected.Integrate popular payment systems such as PayPal, which are already known and liked by users. This will make the payment process faster, and customers will not have to manually enter their data. This kind of convenience not only speeds up the shopping experience, but also builds trust, which can translate into a higher number of completed transactions.

6. Strategy 4: Paid promotion of an online store

Incorporating paid campaigns into the promotion of an e-commerce store allows you to quickly increase traffic and visibility of your store. Platforms such as Google Ads and Meta Ads often deliver high returns on investment, making them a valuable complement to long-term organic SEO strategies. What’s more, as part of this strategy, you can reach people who have already interacted with your website.

Retargeting involves tracking users who visited specific product pages, but left the site without making a purchase. This allows you to reach out to them again and remind them of the products they considered buying. Getting started in paid promotion should start with analytical settings, creating ad accounts, and then developing a strategy and finally broadcasting ads. In summary, successful launch in paid promotion requires solid preparation, but also regular monitoring and optimization of the campaign, which allows further development and effectiveness of advertising activities.

7. Strategy 5: Build added value

Customers co-build e-commerce stores by attaching reviews, photos, testimonials or videos, their materials are perceived as more authentic than professional advertising materials, so consumers are more likely to be guided by them when making purchasing decisions. Displaying user-generated content on the store’s website, in social media or in newsletters allows not only to increase the engagement of the audience, but also significantly affects the conversion rate.

To effectively encourage customers to share their experiences, it is worth implementing a variety of incentive mechanisms – such as reward systems, discounts for sharing product photos, or social challenges with attractive prizes. Thanks to such actions, we not only activate the community around the brand, but also create valuable, authentic content that influences the purchasing decisions of other customers and strengthens the loyalty of current ones.

8. Strategy 6: Combination of affiliate marketing and e-commerce

Affiliate marketing is an increasingly popular and effective strategy for acquiring new customers in e-commerce, based on trusting third-party recommendations. It involves working with bloggers, influencers, content creators or website owners – who promote a brand’s products in exchange for a commission on sales or barter. This allows the company to reach new audiences without incurring large upfront costs, as the remuneration is paid only after a transaction is made or is given in the form of the company’s own product. This method of promotion is very trusted by customers.

8. Strategy 7: Direct communication with e-mail marketing

E-mail marketing allows direct communication with customers and building long-term relationships. By personalizing content and segmenting the subscriber base, brands can deliver relevant and engaging messages that address specific audience needs. Email marketing enables the sending of different types of messages, such as notifications about promotions, new product offers, reminders about abandoned shopping carts or birthday wishes with discounts, which promotes increased conversions and customer loyalty. With effective email marketing strategies, e-commerce has the opportunity to not only increase sales, but also build a strong, loyal customer base.

Summary

Optimizing conversion costs in Google Ads requires a complex approach and systematic testing of various strategies. The key is to monitor results over time and adjust actions to changing market conditions. By regularly testing, analyzing and optimizing your campaigns, you can significantly reduce conversion costs while improving the quality of the customers you acquire. Taking care of proper campaign structure, keyword optimization, landing pages and bidding strategy are the foundations of successful Google Ads.